Dynamics & realities of the social haze

The Social Brand

Every brand wants to be talked about

“Analysis shows that the revenue growth of the brands with the highest advocacy levels is far above the industry average.”

Boston Consulting

Talk Matters

Results of 2014 market mix modeling project by Analytic Partners for the Word of Mouth Marketing Association. Sponsors included: AT&T, Discovery, Intuit, Pepsico, Weight Watchers.

So: plan and measure buzz

…& activate & influence it

Measurement challenges

Actual not potential advocacy

All WOM channels

Impressions not

potential reach Motivations & context

Sentiment

Trend is back to private conversation

Broader

participation

Offline WOM is different

Less

polarised

More spontaneous & driven by emotion

Social SOV does not reflect the offline world

Tesco

Sainsbury's

Asda

Waitrose

Morrisons

Aldi

Lidl

Online (Sysomos)

All channels (Keller Fay)

4 wks to Feb 22

NPS is only ‘potential’ advocacy

TalkShare™ relative to market share (12 months to April 2014)

TalkShare™ Mkt share

E.On 17% 15%

EDF 13% 12%

SSE 9% 16%

Some brands are simply more

talkable

Reduced their electric prices which is great

for us

NPS “Detractor”

Think about actual advocacy & conversations

Might as well stay with them as they are

all the same

NPS “Advocate” Money grabbing

pack of gits

NPS “Passive”

Actual not potential impressions

Diaries & apps overcome some recall challenges Spontaneous vs prompted measurement Online/social: what’s the true reach?

Twitter Forum News TOTAL

26th Jan 13,400,000 28 4,520 13,404,548

27th Jan 45,200,000 44 3,307 45,203,351

28th Jan 66,700,000 83 5,164 66,705,247

29th Jan 17,200,000 67 48,951 17,249,018

30th Jan 28,200,000 47 20,955 28,221,002

31st Jan 24,400,000 24 399 24,400,423

1st Feb 12,600,000 38 109 12,600,147

TOTAL 207,700,000 331 83,405 207,783,736

Reach

Total # of impressions: BEWARE ‘Being served’ ≠ seeing/reading Reach vs. total impressions “Average # of followers” meaningless?

The true reach of Twitter posts?

Twitter reach vs impressions

Kantar TV ratings suggest

• Tweets reach ~300 people

• unique reach is ~10% of total impressions

(Tweetreach suggests

20-40% more common)

Twitter reach vs impressions (Daily reach)

# of Tweets

4,400

(daily average/Feb)

# of impressions

1.4m

Est. reach Algorithm Survey

0.4m 1.1m

1.0% 2.7% of GB pop

Numbers don’t line up!

The true reach of Twitter posts?

?????

Automated sentiment improving, but accuracy still variable

Individual posts vs. entire threads, conversations & context

Online/offline, Auto/manual, Assessed/asked give different answers

Sentiment measurement: can be tricky

30%

91%

59% 11% Online

(Sysomos)

All channels(KFG)

Positive Mixed Neutral Negative

4 wks to Feb 22

Activate & influencing WOM

Triggers, motives, context… Self-promotion

Experiences Advice & altruism

Emotion Brand promotion

Brand experiences Visual cues

Note: digital activity has offline viral outcomes

What’s your brand story - will people share it?

Innovations

Benefits/features – if interesting & easy to share

Deals

Ads -occasionally

WOM Matters!

ALL CHANNELS

ACTUAL ADVOCACY

REACH & IMPACT?

TRIGGER & INFLUENCE