Getting real about social - INSIGHT INNOVATIONinsightinnovation.org/wp-content/uploads/2017/03/PDF/EU/Steve.pdf · Getting real about social Steve Thomson March 2017. Does it really

Gettingrealaboutsocial

SteveThomson

March2017

Does it really drive sales?

What’stherealimpactofadvocacy&amplification?

What’s the impact on brand health?

Which channels are key?

2

Socialisnotfullyunderstoodorappreciated

Commercialcontributionnotfullymeasured

LackoftractioninC-Suite- metricsnotunderstood

Fragmentedmeasurement/listening

3

Resultsof2014marketmixmodelingprojectbyAnalyticPartnersfortheWordofMouthMarketingAssociation.Sponsorsincluded:AT&T,Discovery,Intuit,Pepsico,WeightWatchers.

Consumerconversationdoes driveROI

4

But‘social’ismorethanFB,Twitter,blogs

<

5

Weknowhowtomonitorpublicsocial

Butoffline&darksocialconversationis

• Bigger• Growingfaster• Verydifferent

Focussing onthevisibleconversationisnotenough

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Online/public

~21,000comments/weekinpublicsocial

(excl newsposts)

~600k– 4million??Actualimpressions/week

Bigger?

Offline/private

16%OfGBadultsrecordanofflineconversationinatypicalday

69millionEstimatedimpressions/week

GrowingfasterthankstoIM

7

Different

Triggers&motivations à Realworldexperiences,mediaà Lesssocialsignalling

Location/context à Broadcast vsintimate/private

People à Broaderparticipationoffline,withpeopleyouknow/trust

Natureofdifferenceswillvarybycategory,market,audience

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Whatfactorsdriveconversationsoffline?

Visualtriggers

Occasion,serendipity

Media

Needforprivacy

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Startingpoint:identifysomecommondimensions/KPIs

Buthowcanwemeasure&compareacrosshugelydifferentchannels?

OfflineWoM

Online Social

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Brandsoftenperformdifferentlyacrosschannels

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OFFLINEPERFORMANCE

ONL

INEPERFORM

ANCE

MeasuringTotalSocialPerformance

OfflinesurveysmeasuringWOMinallforms+

Onlinesociallistening/analytics

350UKbrands

11

10000

12000

14000

16000

18000

20000

22000

24000

26000

28000

40455055606570758085

Onlinementions

ProjectedImpressions/wk

(millions)

Offline/Dark OnlineSocial

Online&offlinetrendscanbedifferent

Feb/Mardipinvolumesnot

pickeduponline

Xmasspikeearlieronline,more

sustainedoffline

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Somebrandsare‘socialmisfits’

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WhatCanSocialMisfitsLearnFromOneAnother?

WOMMavens(strongeroffline)SocialSirens(strongeronline)

Leverageday-to-daypresence&relevance

Haveamemorablemessagesthatareeasytoshareoffline

Usealltypesofmediatotriggerconversations

Cultivateabaseofadvocates

Createasteadystreamofshareablecontent– notjustoccasionalhits

Supply“socialcurrency”

Connectwitheverydayonlineinfluencers,notjustcelebs

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IMPERTITIVE:simplify&validatethemetrics

1 + 𝑥 $ = 1 +𝑛𝑥1! +

𝑛 𝑛 − ∮ 1 𝑥*

2!

Seniormanagement&non-technicalteamsdonotunderstandorwantcomplexmeasures

Theyquestionthevalueofvanitymetrics

Requirement:Provebusinessimpactofsocialmeasures

15

WOMMAstudyin2014- 6brands

Social’simpactis measured,validated

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Provenimpact

EngagementLabsR&D– initialindications

Correlationstoweeklysalesdatafor170brands

Offline’s contributioncontinuestobebigger

Allfoursub-metricsmatter

Example:beautycategory

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ManyOpportunitiestoImproveSocialPresence

CRM

Advertising

PublicRelations

Digital

WOMLeveragePoints

WOM&Advocacy

Outcome$

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Peoplelivetheirlivesonline&offline- thelinesareblurring

Digital’sroleinsocialisnotfullyunderstood

Triggers&influences

DigitalcontentinfluencesofflineWOM

~20%ofofflineconversations• higherfortravel,tech,kids

Outcomes

Search&webvisitsarefrequentoutcomesfromofflineWOM

Realtimeor later

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Challengelinearlast-clickmodels

Plancontenttodriveofflineconversation

MeasureROIbeyondlikes,shares,etc

Digital:weneedasocialrethink

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Theimpactofsocialforcesonbrandsishuge.Butwhatis‘social’?

Timeforsocialtogetreal

Measure&activateitall,notjusttheconvenient

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ThankYou