The one social number you need to know, presented by David Rabjohns

SOCIALMEDIA.ORG/SUMMIT2013ORLANDO

The one social number you need to know

DAVID RABJOHNSMOTIVEQUEST

DECEMBER 9–11, 2013

THE

YOU NEED

TO KNOW DAVID RABJOHNS

O

N

E SOCIAL NUMBER

SocialMedia.org December 2013

Q. How can you best measure social impact?

NOT

BUZZ

SENTIMENT

INFLUENCERS

6 ©MOTIVEQUEST 4/18/2014

Undecided 64%

RELATIONSHIPS


PARTNERSHIP PYRAMIDTM

WE

LET’S SEE

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


RELATIONSHIPS


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


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


50% 50%

ADVOCATES TO DETRACTORS

Love doesn’t mean absence of negatives

Source: MCD Advocacy 2013 1/1/2012-12/31/2012

and other MQ Studies

Advocates Detractors

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


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


-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

COVERAGE

MODELS

CUSTOMER SERVICE

The most strongly impassioned conversations

about carrier loyalty were about customer service, models and coverage.

Ad

vo

ca

te p

ass

ion

CELLULAR RELATIONSHIP


BRAND RELATIONSHIP MATRIXTM

Helps map where you are and where to go next

Brand B

Brand C

Brand D Brand E

Brand F

800

600

200

0

400

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

ME AND LET’S SEE

WE

Brand A

Activate advocates

Convert to advocacy

Attach to passion


PARTNERSHIP PYRAMIDTM

WE Brand

advocates

LET’S SEE Unprompted brand mentions

Content creation (YT videos, Pinterest pics)

Text-based commentary in response to brand

Facebook posts

ME Facebook likes on brand posts

Re-tweets of brand mentions

Comments on YT videos

Brand Facebook page likes

Brand Twitter handle followers

Followers on Pinterest, YouTube, Twitter


BENCHMARKING CAMPAIGNS

CAMPAIGN 1

900

26,000

120,000

CAMPAIGN 2

3,400

29,000

50,000

WE Brand

advocates

LET’S SEE Unprompted brand mentions

Content creation (YT videos, Pinterest pics)

Positive commentary in response to brand

Facebook posts

ME Facebook likes on brand posts

Re-tweets of brand mentions

Comments on YT videos

Brand Facebook page likes

Brand Twitter handle followers

Followers on Pinterest, YouTube, Twitter


Q. How can you best measure social impact?


MOVE FROM ME TO WE.


MOTIVEQUEST

David Rabjohns

[email protected]

@MotiveQuest

www.motivequest.com

SOCIALMEDIA.ORG/SUMMIT2013ORLANDO

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DECEMBER 9–11, 2013

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The one social number you need to know, presented by David Rabjohns

Social Media

Transcript of The one social number you need to know, presented by David Rabjohns