Motivequest the one social number you need to know
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Transcript of Motivequest the one social number you need to know
The one
number you need to
knowin the social Age
ARF Audience MeasurmentJune 2013
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Companies have growing measurement challenges.
Metric proliferation
Measurement is not insight
Some metrics are estimated
No framework to provide context
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Companies have growing measurement challenges.
Metric proliferation Simplify
Measurement is not insight Learn
Some metrics are estimated Know the detail
No framework to provide context Organize
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Sentiment has been one of the most-discussed social metrics for years.
NET POSITIVE SENTIMENT
NET NEGATIVE SENTIMENT
Bacon
Hybrid Cars
Cell Carriers
Financial Services
Neutral
Airlines
Video Game Consoles
10%
20%
Gas Companies
Insurance
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Emotions help us better understand what makes people tick, but don’t predict behavior.
0%
5%
10%Love
Excited
Inspired
Fear
Frustrated
Angry
Hate
Sadness
Worried
Relaxed
Hope
Happy
avg
hybrid cars
Mobile Technologies
Mortgages
Hybrid Cars
Financial Services
Cellular
MeatMeat
Hybrid Cars
Financial ServicesCell Carriers
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Is there a metric that predicts how people will behave?
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• Measures the number of people, not conversations.
• Developed with Northwestern University’s Kellogg Business School.
• When individuals mention multiple brands over time (even when not in the same conversation), the Advocacy algorithm determines while brand they speak most positively about and considers them advocates of that brand only.
Advocacy (recommendation of brand, product, or behavior) predicts changes in sales or share.
Change in advocates (prior month) vs. Change in Sales
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Note: This is not actual representation of data, but rather an illustration of the efficiency concept.
Advocacy allows for competitive comparison.
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So you can map your brand’s performance for context and perspective..
Brand B
Brand C
Brand DBrand E
Brand F
800
600
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0
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2,000 4,000 6,000 8,000
PARTICIPANTS
AD
VO
CA
TES
Brand A
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Most important, advocates aren’t just a metric; they’re a great opportunity to learn and act.
Sales
Features Passion Motivations
Value Trust Archetypes
Service Engagement
Movements
Marketing Problems Advocates
Rational Emotional Social
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Covert Campaign - Mailing
Mini Takes the States
Motorby- Ads
Ad
voca
cy Index
The earliest advocate insights helped drive MINI’s campaign development to activate their community.
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Feb
-06
Ma
r-06
Ap
r-06
Ma
y-06
Jun-0
6
Jul-0
6
Aug
-06
Sep
-06
Oc
t-06
No
v-06
De
c-0
6
Jan-0
7
Feb
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Ma
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Change in Sales vs. Change in Advocates
MINI’s advocates were a leading (and statistically significant) indicator of sales in 12 of the first 16 months of testing.
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Each incremental bacon advocate predicts sales of 5,000 pounds of bacon.
0%
2%
4%
6%
8%
10%
0%
5%
10%
15%
20%
25%Share of Advocacy
Share of Category (pounds)
Y=0.8769X+0.138R2=0.3014
P=0.028
Advocacy
Share of category (pounds)
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Advocates may be influencers, but they are also canaries in the coal mine, indicating powerful trends and messages.
Advocates serve as both a direct influencer to sales
through their relationships in communities, as well as an indicator of the
offline or other unmeasured
conversations
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Because advocacy is a high bar, it may even move in the opposite direction as sentiment.
0
5,000
10,000
15,000
20,000
25,000
30,000
NETFLIX ADVOCATES
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Advocates tend to analyze, vs. react. Even in the midst of brand meltdown, advocates were able (and willing) to explain Netflix’s true value.
“I couldn’t say with confidence that we’d recover. We were in a place that was quite risky. We didn’t have the reserves to make a second stumble.”
-- Reed Hastings, CEO Netflix
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Advocacy provides context to other metrics, that allows you to further evaluate where your advocacy is coming from.
Brand advocates
Unprompted brand mentionsContent creation (YT videos)Responses to brand Facebook postsSentiment of engagement metrics
Facebook likes on brand postsRe-tweets of brand mentionsComments on YT videosSentiment of participation metrics
Brand Facebook page likesBrand Twitter handle followersSubscribers to brand YouTube channel
Low
to H
igh
Eff
ort
AdvocacyBrand/ Product Advocate
EngagementMore effort to interact
ParticipationMinimal effort to interact
AwarenessPassive contact with brand
mentions or messages
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Leveraging the metrics that drive advocacy can help you more effectively understand your Earned Media success and how well your “Paid” and “Owned” is working.
Paid Earned Owned
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Advocate behavior predicts sales or share in many other categories.
CLIENTS ARE USING THE ADVOCACY METRIC AS:
Corporate KPI
Marketing Mix Model input
Complement to brand health trackers
Ongoing source of insights and understanding
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One Number
ADVOCACY