THE

YOU NEEDTO KNOWDAVID RABJOHNS

ONESOCIALNUMBER

SocialMedia.orgDecember 2013

Q. How can you best measure social impact?

2006

NOT

BUZZ

SENTIMENT

INFLUENCERS

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Undecided64%

RELATIONSHIPS

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PARTNERSHIP PYRAMIDTM

WE

LET’S SEE

ME

ME

• Pic of Emily in aus.

LET’S SEE

Initiate

• Emily on Bike

LET’S SEE

Experiment

• Tiamon

LET’S SEE

• Emily shower

LET’S SEE

LET’S SEE

WE

WE

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RELATIONSHIPS

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NETFLIX’S 2011 MELTDOWN Don’t let measuring get in the way of understanding.

0

5,000

10,000

15,000

20,000

25,000

30,000

NETFLIX ADVOCACY

ANNOUNCEMENT #1: Sentiment plummets

ANNOUNCEMENT #2: Sentiment plummets

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BRAND ADVOCATES VS. THE BLOODTHIRSTY MASSES.

“I pay $27 now for Netflix and it's worth every penny. Heck, it's worth more than that and I could swallow another price-hike for the value it provides.”

-- Netflix Lover

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50%

50%

ADVOCATES TO DETRACTORSLove doesn’t mean absence of negatives

Source: MCD Advocacy 20131/1/2012-12/31/2012and other MQ Studies

Advocates

Detractors

Source: MCD Discussion1/1/2012-12/31/2012

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0%

2%

4%

6%

8%

10%

12%

14%

1 2 3 4 5 6 7 8 9 10 11 12

Share of Market

Share of Advocacy

SH

AR

E O

F A

DV

OC

AC

Y &

SA

LE

S

THE HEART DRIVES THE HEAD

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-0.565

0.644

1.1

-0.80

-0.60

-0.40

-0.20

0.00

0.20

0.40

0.60

0.80

1.00

1.20

Q3 2009 Q3 2010 Q1 2011

SPRINT NET ADDS IN MILLIONS

Source: http:/ / www.strategyanalytics.com/

Saved or new users: 2.31m1

Av. Revenue per user $582

Incremental Revenue $133.98m

CELLULAR RELATIONSHIP

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BRAND RELATIONSHIP MATRIXTM

Helps map where you are and where to go next

Brand B

Brand C

Brand DBrand E

Brand F

800

600

200

0

400

2,000 4,000 6,000 8,000

ME AND LET’S SEE

WE

Brand AActivate advocates

Convert to advocacy

Attach to passion

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PARTNERSHIP PYRAMIDTM

WEBrand

advocates

LET’S SEEUnprompted brand mentions

Content creation (YT videos, Pinterest pics)Text-based commentary in response to brand

Facebook posts

MEFacebook likes on brand postsRe-tweets of brand mentions

Comments on YT videosBrand Facebook page likes

Brand Twitter handle followersFollowers on Pinterest, YouTube, Twitter

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BENCHMARKING CAMPAIGNS

CAMPAIGN 1

900

26,000

120,000

CAMPAIGN 2

3,400

29,000

50,000

WEBrand

advocates

LET’S SEEUnprompted brand mentions

Content creation (YT videos, Pinterest pics)Positive commentary in response to brand

Facebook posts

MEFacebook likes on brand postsRe-tweets of brand mentions

Comments on YT videosBrand Facebook page likes

Brand Twitter handle followersFollowers on Pinterest, YouTube, Twitter

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Q. How can you best measure social impact?

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MOVE FROM ME TO WE.

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WHAT KIND OF PARTNERSHIP ARE YOU GOING TO BUILD?

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MOTIVEQUESTDavid Rabjohns

drabjohns@motivequest.com

@MotiveQuestwww.motivequest.com