The Importance of Measurement

Through Social Media

Yose Rizal

Follow : @yoseazka

Indonesia landscape has changed!

People still watch TV, but they flick through the ads. They read the news online instead of on paper.

Recommendations and opinions for every product and service are now available on the Internet.

Twitter Heat Map: http://aworldoftweets.frogdesign.com

3rd most active country

2nd globallyBase: Urban Indonesians aged 15-50 years old from SES ABC householdsSource: Social Bakers 02.06.2011

That 72% of Internet Users admit of over exposés from any form of Advertising

Ads are everywhere. In fact, people see and

hear between 1,000 and 3,000 advertising

messages every day…

87,600,000 throughout their lives…

We have reached a point where:

14% of people trust ads

78% of people trust consumer recommendations

(Source: Neilsen Global Trust In Advertising Survey, 2007)

Lead us to conclusion that:

“Word of Mouth” has always been the most effective form of marketing.

People have always trusted their friends opinions…

McKinsey and Co. estimate that2/3 of the economy is now influenced by personal

recommendations…

The point is you’re never going to ‘buy everything on your own decision’.

You’re influencing and are being

influenced everyday

..and people are talking about your brand right now!

some people like you…

but some people don’t!

Every single second

of every single day,

Twitter’s 5 million users

mention brands they

LOVE and HATE.

AND Twitter is growing

at a rate of 1382% per

Year

(Source: Twitter Search, Forrester Research)

And you only get to be best friends by

being the best listener…

But you don’t just want have an old friends, you want a new best friends too

Most brands now have a Twitterpage and a Facebook account of course…

But if you listen and measure what people are saying…

And start engaging your

customers.

You have an opportunityto make friends like never before

Step 1: Define Business Objectives & Decide on Priorities

Step 2: Choose What to Measure & Tools

Quantitative

Qualitative

Step 3: Analyze: Benchmark & Identify Trends

Step 4: Create a strategy & engage

Step 5: What’s working & what’s not

You Can Monitor & Measure Everything!

• Size indicates the words that occurred the most• Ability to drill into each theme to explore the

conversations • Noise Reduction

Function & Benefit:• identify trending topics & new phrases• assess campaign traction & marketing messaging• identify consumer needs and issues• identify potential brand threats, #yourcompanysucks

.

Theme Report

Brand SentimentAutomatic sentiment with customizable dictionary

• Ability to review positive and negative conversations• Assigned sentiment and tone can be changed

Function & Benefit :• Brand monitoring• Customer service• Increase customer satisfaction• Competitive intelligence

Brand Sentiment

Chart brand sentiment over time

• Displays trending of positive and negative sentiment over time• Every data point is drillable to see the results for that date• Ability to efficiently identify what is causing the sentiment for that date

Function & Benefit:• Brand perception• Product feedback• Monitor crises• Identify issues• Assess campaign

Geographic InfoDisplays physical location of Content Creators

• Each pin is drillable to view individual conversations• Indonesia map views

Function & Benefit :• Identify new markets• Link to onground activity• Regional Based Marketing• Based for Search Engine Marketing (SEM) & Social Media Marketing (SMM)

Share of VoiceCompare amount of conversation for brand and competitor(s)

• Ability to drill into each data set• Benchmark and measure success of social media engagement

Function & Benefit :• compare volume of conversations• identify need to engage• identify reason for volume change• identify campaign success

Media DistributionAmount of conversation on each social media source

• Shows the distribution of conversations by online source type• Each bar is drillable to see those specific conversations

Function & Benefit :• identify channel to build brand• research new markets• benchmark brand presence• find the right place to meet the audience• media placement

Brand Most Active Time in Social Media

Bank BCA most active time conversation:On Feb 12th – 9 PM (244 mentions)

Bank Mandiri most active time conversation:

On Feb 12th – 6 PM (56 mentions)

Show precise time for Brand Conversation

• Shows conversations based on time by online source type• Hours or daily based

Function & Benefit :• identify when to do conversation• identify customer behaviour•find the right time to meet the audience

Brand Loyalist/InfluencersIdentification of communities around brand/competitor(s)

• User with most influence• Popularity (influence) provides engagement value• Drillable to see those specific conversations

Function & Benefit:• identify user to engage• find brand advocates• find brand terrorist• engage in competitors’ realm• start poin for community

Core AnalyticsIdentification conversation around brand/competitor(s)• Displays relevant keyword about brand• Every data point is drillable to see the conversation• Noise Reduction

Function & Benefit :• identify consumer perception about brand• check brand positioning• find campaign themes• know competitor perception

ManulifePositif : 1Negatif : 0Netral : 2

3%

Positif : 7Negatif : 5Netral : 9

1%

Allianz

Topic / TargetIdentification brand/competitor(s) Activity

• Second layer indexing for Brand• Every data point is drillable to see set of data

Function & Benefit :• identify consumer attention• brand channel communication• know how and where to improve

Positif : 20Negatif : 5Netral : 15

2%

Brand GenderIdentification brand/competitor(s) Audience Gender

• Display Audience Gender• Every data point is drillable to see set of data

Function & Benefit :• know how to communicate• find the right offer for audience• Adjust to campaign activity

Positif : 1000Negatif : 800Netral : 1209

5%

Social Influence MarketingIdentification brand/competitor(s) Equity/Index Parameter

• Display table of DBI parameter• Every data point based on set of formula

Function & Benefit:• Know your brand strength among competitor•identify brand social influence marketing• identify brand credible social voice • understand connection between social influencer, brand affinity and purchase decision

Digital Brand IndexIdentification brand/competitor(s) Equity/Index

• Display DBI 3D Chart• Every data point is drillable to see set of data

Function & Benefit :• measure brand and competitor buzz presence• measure brand and competitor net sentiment• measure brand and competitor influence• How socialize your brand with consumer

Social EngagementTo reach and engage your consumer

• Almost real time engagement• Filter by media and brand

Function & Benefit :• identify brand consumer• digital call/service/response center• digital marketing• digital CRM

Finding The Most Impactful Endorser

73.744

448.605

435.707

349.344

408.157

73.744

412.550

268.238

132.390

124.986

0 100.000 200.000 300.000 400.000 500.000

diansastro

sandradewi

sarseh

titikamall

titisjuman

follower w/o cross

follower

Endorser Follower follower w/o crossdiansastro 73,744 73,744sandradewi 448,605 412,550sarseh 435,707 268,238titikamall 349,344 132,390titisjuman 408,157 124,986

1,715,557 1,011,908* samples are taken from several brands of shampoo endorser

Function & Benefit :• identify influencer true reach• identify influencer cross networking• budget efficiency

Direct Connect with KLOUT Score

No. Endorser Klout ScoreNetwork Influence

Amplification Probability

True Reach

1 Titi Kamal 72,1 78 59 131K

2 Sarah Sechan 73,5 80 58 160K

3 Titi Sjuman 77,3 83 66 156K

4 Dian Sastro 46,8 36 18 29K

5 Sandra Dewi 75,5 81 63 174K

* samples are taken from several brands of shampoo endorser

Function & Benefit :• identify influencer with all klout parameter• use for influencer score index

Direct Connect to Social Network Mapping

* Sample taken from Deelestari account

Function & Benefit :• identify influencer social network• identify influencer’s follower characteristic

Social Keyword MappingIdentification relevant keyword around brand/competitor(s)

• Display Social Mapping• is drillable for every digital media

Function & Benefit :• identify brand and competitor relevant keyword• identify connection between brand and keyword• identify issues• campaign adjustment

Social Influencer MappingIdentification brand/competitor(s) loyalist cluster

• Display Social Mapping• is drillable for every digital media

Function & Benefit :• identify brand and competitor loyal consumer / influencer• identify connection between brand and influencer• brand engagement• user acquisition

Tips for Success!• Choose tools that understand your needs

• Listen and have a strategy before engaging

• Look for spikes in conversations and patterns

• Identify trending topics

• Evaluate what’s working, drop what’s not

Thank You

You can't improve what you can't measure,

You can't measure what you can't analyze, You can't analyze what you can't monitor

Yose Rizal

Follow : @yoseazka