Social Hive Index by MSLGROUP
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MSLGROUP’s software and approach for benchmarking social engagement, with context and customization.
description
Social Hive Index is MSLGROUP's proprietary software and approach for benchmarking social engagement, in context, with customization. For more, see: http://socialhiveindex.mslgroup.com.
Transcript of Social Hive Index by MSLGROUP
MSLGROUP’s software and approach for benchmarking social engagement, with context and customization.
CONTEXT
MSLGROUP SOCIAL HIVESocial Hive Index is named after Social Hive, MSLGROUP’s global social media offering, with 150+ dedicated experts, and deep capabilities across Plan, Build and Engage.
1. Social insights
4. Social engagement
5. Social marketing
6. Social business
2. Proprietary products
3. Production studio
PLAN
ENGAGE
BUILD
- Social listening- Social analytics- Insight communities
- Social apps- Community minisites- Online videos
- People’s Lab- Social Hive Index- StoryStream (Q1 2013)
- Social CRM- Social commerce- Social enterprise
- Movement marketing- Crowdsourcing contests- Social advertising
- Branded content- Community engagement- Influencer marketing
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MSLGROUP INNOVATION ROADMAPSocial Hive Index is a part of MSLGROUP’s innovation roadmap, many of which are powered by social data, in the areas of storytelling, crowdsourcing and citizenship.
Citizenship
Crowdsourcing
Social Data
Storytelling
- Influencer Community: Research approach for decoding influencer motivations and messages.
- PurPle: Approach for collaborative social innovation and grassroots movement marketing.
- People’s Lab: Software and approach for crowdsourcing insights and innovation.
- Storystream: Software and approach for social curation and social publishing.
- Storytelling: Approach for purpose-inspired content planning and storytelling.
- Social Hive Index: Software and approach for benchmarking social engagement in context.
- People’s Insights: Community-curated insights reports and magazine on inspiring projects.
Q4 2012 Q1 2012
Q2 2012
Q1 2012
Q4 2011
Q3 2012
Q1 2013
Gaurav Mishra,Shanghai
Tushar Bajaj, Delhi
Nidhi Makhija, Mumbai
Pascal Beucler, Paris
Dominic Payling, London
Janelle Dixon, New York
- PurPle Multiplier: Community to connect 3700+ MSLGROUP employees to clients’ PurPle projects.Q1 2013
SELL SHEET
SOCIAL HIVE INDEX: SELL SHEETSocial Hive Index is MSLGROUP’s proprietary software and approach for benchmarking social engagement. Like Klout, with context and customization.
NEEDTo create a single dynamic score to benchmark how organizations and influencers are engaging their community members on social media around a specific topic, relative to peers. Like Klout, with context and customization.
COST
The cost includes one-time setup and customization, daily updated dashboard, monthly reporting, qualitative research waves and recommendations.
FOR MORE
Ask [email protected], [email protected] and [email protected] for the Social Hive Index deck and demo, or visit http://socialhiveindex.mslgroup.com.
CLIENTS
- In discussion with several clients across the world.
OFFERING Creates a dynamic dashboard with a
single score, and drilldown details on the score components.
Uses automatically updated social data, qualitative research waves, and our proprietary normalization algorithm.
Quantitative social analytics data from Facebook, Twitter, YouTube, Kred, Klout, Peerindex and SEOMoz.
Qualitative rating scores on the effectiveness of storytelling and engagement.
WHY: THE NEED
SOCIAL HIVE INDEX: THE NEEDThe effectiveness of social engagement is not universal, but contextual -- relative to a geography, industry, topic or peer group -- but other tools don’t measure social engagement in context.
SOCIAL ENGAGEMENT IS CONTEXTUAL
The effectiveness of social engagement is not universal, but contextual -- relative to a geography, industry, topic or peer group.
OTHER TOOLS DON’T ALLOW CUSTOMIZATION
Tools like Klout, Kred and Peerindex that do measure social engagement don’t allow customization around specific use cases.
OTHER TOOLS DON’T BENCHMARK SOCIAL ENGAGEMENT
Social listening and analytics tools don’t benchmark social engagement around a topic, relative to peers, with a single score.
Source: Photos from serakate, grafixer and julia_manzerova on Flickr
SOCIAL HIVE INDEX: THE SOLUTIONTo create a single dynamic score to benchmark how organizations and influencers are engaging their community members on social media around a specific topic, relative to their peers.
GET SINGLE SCORE BETWEEN 1 AND 100
The index normalizes quantitative social data and qualitative scores into a single dynamic score between 1 and 100.
ADD CUSTOM NETWORKS, WEIGHTS OR CRITERIA
The index provides a number of customization possibilities to meet specific needs and use cases.
ADD CONTEXT BY BENCHMARKING WITH PEERS
The index benchmarks organizations and influencers against relevant peers, from the same geography, industry, or topic.
Source: Photos from lrargerich, cynergy, and bdesham on Flickr
WHAT: THE METHODOLOGY
SOCIAL HIVE INDEX: THE METHODOLOGYThe index uses a combination of automatically updated social data, qualitative research waves, and our proprietary normalization algorithm to create a single score between 1 and 100.
SOCIAL DATA PROPRIETARY ALGORITHM
QUALITATIVE RESEARCH
One time, annual, or quarterly qualitative research waves on storytelling and engagement around a topic.
Proprietary normalization algorithm to convert social data and qualitative scores into a single score between 1 and 100.
Daily updated social data from Facebook, Twitter, YouTube, Kred, Klout, Peerindex and SEOMoz.
SOCIAL HIVE INDEX: THE METHODOLOGYThe index uses a combination of automatically updated social data, qualitative research waves, and our proprietary normalization algorithm to create a single score between 1 and 100.
SOCIAL DATA PROPRIETARY ALGORITHM
QUALITATIVE RESEARCH
Normalize each data point against all other data points of the same type.
Pull in social data from Facebook, Twitter, YouTube, Kred, Klout, Peerindex and SEOMoz.
Select a theme, define the universe of entities, and identify all social properties.
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Assign weights (0, .5, 1) to each property based on fit with topic.
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Score each entity on storytelling and engagement, based on benchmarks.
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Aggregate all the data points for the same channels into a single channel score.
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Aggregate all the channel scores into a single score between 1 to 100.
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Proprietary normalization algorithm to convert social data and qualitative scores into a single score between 1 and 100.
Daily updated social data from Facebook, Twitter, YouTube, Kred, Klout, Peerindex and SEOMoz.
One time, annual, or quarterly qualitative research waves on storytelling and engagement around a topic.
SOCIAL HIVE INDEX: QUANTITATIVE SOCIAL DATAThe index uses automatically updated quantitative social data from Facebook, Twitter, LinkedIn, YouTube, SlideShare, Klout, Peerindex, Kred and SEOMoz.
FACEBOOK PAGE: Number of likes, Number of people talking about the brand
WEBSITES AND BLOGS (From SEOMoz): Domain authority, Page authority, MozRank, Number of external links
YOUTUBE CHANNELS: Subscribers, Number of views, Number of videos
TWITTER PROFILE: Followers, Number of tweets, Favorites, Retweets, Klout score, PeerIndex score, Kred score
INFLUENCE MEASURES: Klout score, Peer Index measures, Kred scores.
SOCIAL HIVE INDEX: QUALITATIVE SCORESThe index also uses one time, annual, or quarterly qualitative research waves to assign weights to each property and score each entity on storytelling and engagement around a topic.
STORYTELLING SCORES
ENGAGEMENT SCORES
RELEVANCE WEIGHTS
Weights to each property based on relevance to topic:- 0, if not really relevant to topic.- 0.5, if partially relevant to topic.- 1, if dedicated to topic.
Score of 1-10 for each entity against study-specific benchmark, based on:- Crowdsourcing and curating content, not only sharing own content.- Engaging in two way conversations, through questions and calls to action.- Creating incentives for participation and action, like contests.
Score of 1-10 for each entity against study-specific benchmark, based on:- Repurposing stories into long-form and short-form content.- Telling stories across multiple channels, with customization.- Telling stories across multiple media types, including videos and infographics.
Plus, custom criteria for each study.
QUALITATIVE SCORES : MORE OPTIONS The Social Hive Index platform is dynamic and flexible to incorporate alternate measures in place or in addition to storytelling and engagement.
POPULARITY : SHARE OF VOICE
Quantitative data, The share of voice as a percentage is a measure of external mentions and can be incorporated as a measure of popularity in the Social Hive Index.
REVIEWS AND SEARCH : REPUTATION
Online reputation can be measured using tools and techniques depending on Industry type. Page rank and review aggregators can be incorporated to add a measure of reputation to the Index.
PERCEPTION :SENTIMENT ANALYSIS
Quantitaive analysis from pre-existing tools gives positive comments as a percentage and this can also be incorporated in the index as a measure of perception.
Brand 1 Brand 2 Brand 3 Brand 4
BRAND 1 BRAND2
SENTIMENTPOSITIVE NUETRAL NEGATIVE
SHARE OF VOICE REVIEWS AND RANKS
SOCIAL HIVE INDEX: DYNAMIC DASHBOARDThe dynamic, daily updated dashboard can be fully customized to create a public leaderboard, a private dashboard, or a part of a research report.
Customizable header
Customizable banner
Customizable background
Customizable text, HTML or RSS widgets
Leaderboards by channel
Customizable colour scheme
Customizable announcement
Company score between 1 and 100
Breakup of company score
Customizable company description
Chart with breakup of company score
HOW: USE CASES
USE CASES AND BENEFITS TO MARKETERS
SOCIAL HIVE INDEX: USE CASESThe index can be used across a range of use cases, from public topic leaderboards for thought leadership, to research report to benchmark best practices, and private company dashboards for campaign measurement.
PUBLIC TOPIC LEADERBOARDS
To create a public leaderboard of the most engaging “Fortune Global 100 companies on sustainability” or “UK influencers on beauty”.
PRIVATE COMPANY DASHBOARDS
To create a private dashboard to benchmark a company against relevant peers in the same industry, geography, or topic.
BENCHMARK RESEARCH REPORTS
To create a research report to benchmark best practices on storytelling and engagement in an industry, geography, or topic.
Source: Photos from pahudson, 59937401@N07, and darwinbell on Flickr
CASE STUDY: PURPLE INDEX
SOCIAL HIVE INDEX CASE STUDY: PURPLE INDEX MSLGROUP’s PurPle Index measures how effectively the Fortune Global 100 firms are engaging people on social media around their purpose, in the areas of environment, health, education and human potential.
UNIVERSE: FORTUNE GLOBAL 100 FIRMS
Covers all English-language, global (or US) corporate social media channels from the top 100 firms in the Fortune Global 500 list.
DATA: QUANTITATIVE & QUALITATIVE
Based on social data from Facebook, Twitter, YouTube, Klout, Peerindex & SEOMoz and qualitative scores on storytelling & engagement.
THEME: CORPORATE PURPOSE
Assigns weights for each channel for relevance to the four purpose areas: environment, health, education and human potential.
