ataway exchange 2013 presentation

©2012 MarketBridge Corp.– 1 –

MARKETBRIDGE PRESENTS

SCORECARDBUILDING A BETTER

Why The Maturity of Social Media Is Dependent on Analytics

4350 East West HighwayBethesda, MD 20814240-752-180049 Stevenson St, Suite 660San Francisco, CA 94105415-986-5800www.market-bridge.com@marketbridge

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- Strokes per hole- Strokes per course

- Strokes per hole- Strokes per course- Hazards- Par per hole- Course rank- Competitors- Handicap- Wind Speed- Wind Direction- Club Selection- Time of Day- Stress Level

AMATEUR METRICS PRO METRICS

SOCIAL MARKETING FOR AMATEURS

SOCIAL MARKETING FOR PROFESSIONALS

- Facebook Likes- Twitter Followers- Pinterest Followers

- Share of Voice- Share of Conversation- Brand Sentiment- Rate of Growth- % POS Referral Traffic- Twitter Mentions- Twitter Retweets- Twitter Listed- % Seniority LinkedIn- Product Recommendations

B2B ServicesAugust 2011

B2B ProductsFebruary 2012 18%

13%

August 2009

17%

August 2010

17%

August 2011

19%

August 2012

Social marketing spend will continue todemand more of your budget

B2B Products August 2011

B2B ServicesFebruary 2012

13%

18%

19%

* Survey done by CMOSurvey.org. Survey Sample: 4674 Top US Marketers at Fortune 1000, Forbes Top 200 and Top Marketers who are AMA members or Duke University Alumni and Friends. 531 responded for a 11.3% response rate. 86% of respondents VP-level or above.

Q: What percentage of your overall marketing budget do you expect to allocate to social marketing in the next 5 years?*

47%

* Survey done by Pivot in conjunction with Altimeter Group and Hudson Group. Survey Sample: October 2012 survey. 185 brand managers, marketers and directors surveyed for the Pivot Conference .

Budget

Unclear outcomes

Absence of clear social strategy for brand

Lack of understanding benefits of social media

Executive skepticism

Lack of metrics

45%

42%39%39%

37%

Q: What prevents your organization from moving beyond experimentation in social marketing ?*

Copyright © 2013 MarketBridge Inc., All Rights Reserved.

Yet Executives Continue To View Social Media As An Experimental Channel

8

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METRICSMATTER1

M A Y2010

Facebook changes “Fan” to

“Like”

J U L2011

Twitter introduces

“Promoted” Tweets

S E P2011

Facebook adds

“Subscribers” to “Likes”

O C T2012

Facebook introduces

“Promoted” posts

D E C2012

Facebook changes

“Subscribers” to “Followers”

J U N2010

LinkedIn adds own version of

“Like”

The Lack of Consistency in Social Metrics Creates

Confusing Reports

Social Metrics Demand Context To Have Any Form of Relevance

Bermuda USVI Aruba Bahamas Riviera Maya Jamaica Cancun0

20000

40000

60000

80000

100000

120000

140000

160000

180000

200000

60%

65%

70%

75%

80%

85%

90%

95%

100%

Facebook Likes Positive Sentiment

Face

book

Like

sPositive Brand Sentim

ent

Social Metrics Demand Context To Have Any Form of Relevance

USVI Bermuda Aruba Riviera Maya Bahamas Cancun Jamaica0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

0%

5%

10%

15%

20%

25%

30%

35%

40%

Twitter Followers Share of Voice

Twitt

er F

ollo

wer

s Share of Voice

12

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SOCIALQUOTIENT2

DIRECTREACH

Measure of immediate fans and followers in

owned networks

POTENTIALREACH

Extended audience not necessarily in owned networks

ENGAGEDCOMMUNITY

Degree to which social community interacts with

and promotes brand

INDUSTRYIMPACT

Measure of how much social conversations is impacting the industry

BRANDSENTIMENT

Measure of the consumer opinion of the brand inside

social conversations

SOCIALACCESSIBILIT

YEase with which people can reach the brand

through social channels

CONVERSIONPOTENTIAL

Viability of the social media space to

generate conversions

SOCIALINFLUENCEMeasure of social channel motivating

others towards action

COMMUNITYDEVELOPMEN

TMeasure of intentionality of brand to

cultivate an engaged community

DR PR EC II

BS SA CP SI CD

The Social Nine

.05 .25 .50 .75 1.0Facebook Likes

Facebook People Talking About This

Twitter Followers

Extended Twitter Followers

Company Page Followers

Specialized Group Members

Employees on LinkedIn

10%

5%

20%5%

10%5%

20%

.05 .25 .50 .75 1.0

.05 .25 .50 .75 1.0

.05 .25 .50 .75 1.0

.05 .25 .50 .75 1.0

.05 .25 .50 .75 1.0

.05 .25 .50 .75 1.0

Metrics are integrated based on related value

Sample normalization of scores to equate the measurements

Weights are given based on criteria such as industry, campaign performance or business goals

POTENTIAL REACHPotential Reach is defined as the number of possible viewers the brand was able to extend it’s message to during the period measured. Weights change based on industry and market.PR

This approach becomes an objective and relevant scoring among competitors

+

Each brand is given an overall score to display competitive ranking among competitors. The stacked bar format then allows for you to see

how well each brand performed in each category as well to immediately assess areas of strengths

and weaknesses.

SQ Scores Are Categorical To Allow for Breakdown of Performance

REACH ENGAGE CONVERT EXPAND

DR Direct Reach

PR Potential Reach

EC Engaged Community

II Industry Impact

BS Brand Sentiment

SA Social Accessibility

CP Conversion Potential

SI Social Influence

CD Community Development

Metrics

RELEVANCEFiveKEYS

CaseSTUDY

SQINDEX

ContactUS

Social Metrics Do Not Have To Be Isolated to Top-Of-The-Funnel Strategies

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TRAVELRESULTS3

Celebrity

Royal Carribbean

Disney Cruise Lines

Princess

Carnival

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0

26.5

59.2

60.1

67.1

73.1

TotalPotential ReachEngaged CommunityIndustry ImpactBrand SentimentSocial AccessibilityConversion PotentialSocial InfluenceCommunity Development

SQ Index

Cruise Industry SQ IndexApril 1-30, 2013

COMMUNITYDEVELOPMENT

Facebook PTAT vs Facebook ROG April 2013

Community Development scores the intentionality of the brand to grow their social followings across the various networks.

How Does Princess Do It?

LEADER

1

2

Users Remain Engaged on FacebookDespite note having the largest Facebook community, Princess’ social following on the channel consistently share out content.

High Number of Views on YouTubePrincess ranks 4th in overall YouTube subscribers, but their 7M+ views on the channel reflects the content getting shared through other channels and contributes to Facebook’s PTAT score as mentioned above.

Best Practices

3 Competitive Downstream TrafficFacebook ranks among the top ten destination sites for traffic leaving their website.

SQ Index Highlights - Cruise

Princess Disney Carnival Royal Celebrity0

10,000

20,000

30,000

40,000

50,000

60,000

0%

2%

4%

6%

8%

10%

12%

14%

16%

PTAT FB ROG

Face

book

PTA

T Facebook ROG

BRANDSENTIMENT

Facebook PTAT vs Facebook ROG April 2013

Brand Sentiment seeks to quantify consumer and media opinion based on posts and discussions in social channels.

How Does Disney Do It?

LEADER

1

2

Media Outlets Significantly More CriticalDespite mainstream news outlets carrying stories that were not entirely glamorous, social users for cruise brands were consistently more positive (and at times defensive) about their favorite brand.

Disney’s Use of Twitter SignificantDisney carried the highest number of Twitter followers and Retweets for the competitive set. This essentially placed Disney in greater control of their brand message given the loyalty they have earned from their Followers.

Observations

SQ Index Highlights - Cruise

Princess Disney Royal Carribbean Carnival Celebrity0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Positive Media Sentiment Positive Consumer Sentiment

Wyndham Hotels & Resorts

Waldorf Astoria

Park Hyatt

Intercontinental

Ritz-Carlton

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0

25.6

47.5

50.9

61.1

88.9


SQ Index

Hotel Industry SQ IndexLuxury Category :: April 1-30, 2013

POTENTIALREACH

Twitter Mentions vs Extended Reach April 2013

Potential Reach defines the extended audience (not necessarily in owned networks) that is accessible to the brand message.

How Does Ritz-Carlton Do It?

LEADINGBRAND

Best Practices

SQ Index Highlights - Hotel LEADING

HOTEL

1

2

To Put It Simply.... They Get TwitterParticipating in #FF results in the Ritz brand coming off as social saavy and results in new followers.

Twitter is the Medium... Customer Service is the StrategyThe Ritz-Carlton responds to CSR tweets and gets recognized by the social community for their intimacy.

3Leveraging Influencers as Week-Long CelebritiesThe brand “courts” travel writers and other travel influencers by inviting them to be a “rep” for the hotel for a week at a time.

ICH

Ritz-Carl

ton

Park Hya

tt

Waldorf

Astoria

0500

1,0001,5002,0002,5003,0003,5004,000

020000040000060000080000010000001200000140000016000001800000

Twitter Mentions Extended Twitter Followers

Twitt

er M

entio

ns

Exte

nded

Tw

itter

Rea

ch

Destination Industry SQ IndexApril 1-30, 2013

Chicago

Washington DC

Orlando

New York

San Francisco

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0

31.6

36.1

55.2

61.6

65.7


SQ Index

ENGAGEDCOMMUNITY

Facebook PTAT vs YouTube Views April 2013

Engaged Community measures the degree to which social base interacts with and shares the brand’s content and messaging.

How Does Visit Orlando Do It?

LEADER

1

2

Users Remain Engaged on FacebookFacebook PTAT remains consistently above average for competitive set.

High Number of Views on YouTubeOver 500,000 views for channel. San Francisco followed with 472,000.

Best Practices

3 Strong Presence Across NetworksCombination of above two points, as well as having third highest Likes on Pinterest.

SQ Index Highlights - CVB

Orlando New York Chicago DC0

1000

2000

3000

4000

5000

6000

7000

0

100000

200000

300000

400000

500000

600000

700000

Facebook PTAT YouTube Views

Face

book

PTA

T

YouTube Channel Views

Lane DouglasEmail: [email protected]: @lanedouglasSlideshare: /lanedouglas

TheMARKETBRIDGESQ INDEXThe definitive way businesses score social media

www.market-bridge.com

ataway exchange 2013 presentation

Technology