beyond the like - presentation by joel windels, brighton digital marketing festival

Beyond the like /Measuring Social Media

Joel Windels | [email protected] | Tel: +44 (0)1273 234 290 | @LinkYeah

September 2013

2

DRINKS BRANDS /Facebook likes

© 2013 Brandwatch | www.brandwatch.com

4k likes

17m likes

1.3m likes

42k likes

3

DRINKS BRANDS /Facebook likes


4k likes

17m likes

1.3m likes

42k likes

4

DRINKS BRANDS /Twitter followers


2.2m followers

0 followers

34k followers

7.6k followers

5

DRINKS BRANDS /Twitter followers


2.2m followers

0 followers

34k followers

7.6k followers

6

MCDONALDS /Competitors


7

MCDONALDS /Competitors


8

BEER BRANDS /Monthly likes


+13%

+10%

+20%

+80%

9



Budweiser

Carlsberg

Carling

Tiger

TIME (MONTH)

LIK

ES

>

13%

10%

20%

80%

10



July August0%

5%

10%

15%

20%

25%

30%

35%

40%

45%41%

38%

14% 14%

34%33%

10%

15%

Budweiser

Carlsberg

Carling

Tiger

11

BUDWEISER /Likes over time


Likes

TIME (MONTH)

12

BUDWEISER /Likes & market share


0%

2%

4%

6%

8%

10%

12%

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

% Share

Likes

TIME (MONTH)

13

HELLO /Still with me?


• Board members like likes, try to convince them otherwise

• Most like numbers go up anyway

• Important to give them more context

• Benchmark against yourself and your competitors

• Get to the wider meaning behind the numbers

• Reporting on likes (or followers etc) alone is incredibly limiting

14© 2013 Brandwatch | www.brandwatch.com

Page likes topost likes

15

CARLSBERG /Facebook


16

CARLSBERG /Example 1


17



18



19



20



21



22



23



BREWDOG /Facebook

BREWDOG /Example 1

BREWDOG /Example 2

BREWDOG /Example 3

BREWDOG /Example 4

33

HI THERE /Please don’t leave …


• Measure what’s happening on your channels

• Brewdog got 1.5% engagement on just one post. Carlsberg would have 17000 likes if they managed the same

• One active fan is better than one million inactive ones

• Don’t think of 1m likes, but think of 10,000 advocates or 1000 customers

• The average person has 140 friends. In just 4 generations, that network is over 2 million people.

• Up to 8x cheaper to retain a customer than attain a new one.

• WOM and referrals are the strongest type of lead

34

FACEBOOK /Insights


FACEBOOK /Insights

Post Reach Engaged Users Talking about this

New ale edition available 381k 1211 301

Ale competition open now! 340k 1130 345

Look at these lovely bottles 299k 960 297

What's your favourite lager? 285k 934 282

FACEBOOK /Insights

Status Photo Link Video Other0

20

40

60

80

100

120

140

160

180

200

Engagement

37

TWITTER /Time for some fun


Which brand had the best August?

• Bubble Blue

• Grand Green

• Royal Red

38



39



40




EARNED

42

EARNED MEDIA /Owned & earned


Jan Feb Mar Apr May Jun Jul Aug0

500

1000

1500

2000

2500

3000

Owned

Earned

43

EARNED MEDIA /Budweiser mentions


Mar Apr May Jun Jul Aug0

1000

2000

3000

4000

5000

6000

Positive

Neutral

Negative

EARNED MEDIA /2013 beer mentions

Budweiser Grolsch Carlsberg0

5000

10000

15000

20000

25000

30000

35000

40000

37135

19125

28381

EARNED MEDIA /2013 beer mentions

0

200

400

600

800

1000

1200

1400

1600

1800

2000

Budweiser

Carlsberg

Grolsch

46

EARNED MEDIA /Budweiser share of voice (SoV)



2

4

6

8

10

12

14

16

% share

47

EARNED MEDIA /Sentiment



1000

2000

3000

4000

5000

6000

Positive

Neutral

Negative

EARNED MEDIA /Insights

0

200

400

600

800

1000

1200

1400

1600

1800

2000

Budweiser

Carlsberg

Grolsch

49

BUDWEISER /Insights


50

EARNED MEDIA /Insights


12% FACEBOOK

76% TWITTERBUDWEISERMENTIONS

51

EARNED MEDIA /Popular content


Post Tweets Retweets Impressions

Hot UK deals 130 300 1029488

FastCo: Is Budweiser the Coke

of beers?76 33 645938

Coop deals 44 11 297772

@Andy_Beckphoto

5 12 28253

52

EARNED MEDIA /Authors


Twitter handle Mentions Followers Account type

@Marc_MuFc1 1 212007 Male, Individual

@J4CKMULL 4 131922 Male, Individual

@thelawns 7 91198 Organisation

@HaydnOSmith 1 68962 Female, individual

53

BUDWEISER /Campaigns


31-D

ec-1

2

12-J

an-1

3

24-J

an-1

3

5-Feb

-13

17-F

eb-1

3

1-M

ar-1

3

13-M

ar-1

3

25-M

ar-1

3

6-Apr

-13

18-A

pr-1

3

30-A

pr-1

3

12-M

ay-1

3

24-M

ay-1

3

5-Ju

n-13

17-J

un-1

3

29-J

un-1

3

11-J

ul-13

23-J

ul-13

4-Aug

-13

16-A

ug-1

30

200

400

600

800

1000

1200

1400

1600

1800

2000

Football

Rihanna

Superbowl

Other

Moving average (Other)

54

H&M /Celebrity endorsements


Beyonce Beckham0

10000

20000

30000

40000

50000

60000

70000

80000

Mentions

Intent to purchase

55

LISTEN /No, actually listen


• Listening beyond your own social profiles is imperative

• Who, what, where, when of your brand

• Measure cross-media, cross-platform campaigns and initiatives

• Combine metrics to create the story of your brand


ROI

57

ROI /Objectives


What does success look like?

Customer Service

• Reducing costs to traditional customer service

• Net promoter score

Reputation

• Measure campaigns

• Efficiencies in developing pan-media marketing

Sales

• Conversion rate – set up goals! (what was that active audience doing)

• Links to site

• Watch YouTube vid/ad

• Enter competition

58

ROI /Website


Google Analytics (KISSmetrics, Chartbeat, Piwik)

59

ROI /Conversion sources


60

ROI /Which sources


Jan Feb March May June July August0

500

1000

1500

2000

2500

3000

3500

4000

4500

5000

TwitterLinkedInFacebook

61

ROI /Quality of sources


62

ROI /Targeted audience



STILL HERE?

64

ROUNDUP /Fun things to learn


• Whatever you’re reporting, give wider context

• Get more granular: work out how active your audience is, which content is working, which types are performing etc

• Go beyond your own platforms and research your visibility elsewhere to inform social strategy and measure wider performance

• Dive deeper: what is driving your social presence? Topics, stories, campaign, authors: there is a wealth of information out there to measure. Volume doesn’t = good

• The big so what? Work out what success looks like before you begin. Decide what you’re hoping to do, then you can go about measuring it. Tie your wider business objectives to your social campaign, whether that’s customer service, marketing, PR or sales

• Measurement constantly feedbacks strategy. It’s a continuous process

65

ONE MORE THING /The test


1/ Which brand had best visibility?

2/ Which brand drove most business?

• Purple Power

• Pink Stuff

• Orange Industries

66



67



68



69

Contact

Email /[email protected]

Web /http://www.brandwatch.com

Twitter /@Brandwatch /@LinkYeah

Telephone /UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 441 59

Fax /UK: +44 (0)1273 234 291

Document LimitationThe information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions.

Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom


beyond the like - presentation by joel windels, brighton digital marketing festival

Technology

carlsberg example

brewdog example

carlsberg facebook

budweiser grolsch carlsberg

budweiser carlsberg

brewdog facebook

budweiser insights

media insights