Measuring What Matters in Social Media
Measuring What Matters in Social Media The Best Metrics for Measuring Social Media Effectiveness
Tania Yuki, Shareablee CEO and Founder December 10, 2013
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
About the speaker: Tania Yuki comScore now offers Shareablee. Shareablee is a social business intelligence platform that helps marketers maximize the value of their social media efforts with insights about how consumers are engaging with their brands and competitive brands across social platforms.
Tania Yuki CEO and Founder of Shareablee
Tania has spent most of her career in digital marketing, measurement and analytics, and was recently honored with a Great Mind Award from the Advertising Research Foundation. She was named by Forbes one of “12 Women Driving Digital in New York”.
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
2
Providing Insights to Leading Brands Shareablee is the leading provider of social business intelligence, enabling brands to surface unique and actionable best practices around brand performance, competitive benchmarking and audience insights.
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
3
What does Shareablee do?
Monitor over 15,000 brands pages daily, and customfit competitor categories for clients…
…measure all the activity as well as the unique engaged users who interact with clients and their competitors…
© comScore, Inc.
Proprietary.
…delivers actionable insights regarding client’s competitive set and their own performance so they can keep growing.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
4
Three building blocks that drive social marketing success Rather than focusing on potential fans, savvy social brands hone in on quality activity and interactions. Building Block 1:
Building Block 2:
Building Block 3:
Growth and Engagement Metrics
Content Strategy Metrics
Audience Quality Metrics
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
5
Building Block 1: Growth and Engagement Metrics
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
We are wired to love BIG and to believe that bigger is better.
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
7
A view of Month to Month Category Trends for Total Fans on Facebook
45,000,000,000
Fans (Total) Facebook 169%
40,000,000,000 35,000,000,000 30,000,000,000 25,000,000,000
Health/Beauty TV Shows
20,000,000,000
Media/News/Publishing Cars
15,000,000,000 10,000,000,000
105%
5,000,000,000
37% 108% 54%
0
© comScore, Inc.
Proprietary.
MVPD
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
8
A view of Month to Month Category Trends for Total Shares on Facebook
14,000,000
Shares (Total) Facebook +261%
12,000,000 10,000,000
+214%
8,000,000
Health/Beauty TV Shows
6,000,000
Media/News/Publishing Cars
4,000,000
MVPD
2,000,000
-69%% -32% +41%
0
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
9
A look at the BIG numbers: FANS!! Number of Fans 60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
0
June
July MTV
Disney
August Starbucks © comScore, Inc.
September Walmart
Proprietary.
McDonald's
October
November
BMW
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
10
But performance is best measured by the size of a company’s active audience Unique Engaged Audience 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0
June
July MTV
Disney
August Starbucks © comScore, Inc.
September Walmart Proprietary.
McDonald's
October
November
BMW
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
11
Q: Who’s Winning on Twitter in the lead-up to Black Friday? Followers 1,200,000
1,000,000
800,000
600,000
400,000
200,000
0 Target *November1-25 2013
Amazon.com
Best Buy
Walmart
Nordstrom
© comScore, Inc.
Proprietary.
Macy's
eBay
JCPenney
Saks Fifth Avenue
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
TJ Maxx
12
A: Best Buy has the greatest audience activation Unique Engaged Tweeters 8000 7000 6000 5000 4000 3000 2000 1000 0 Target *November1-25 2013
Amazon.com
Best Buy
Walmart
Nordstrom
© comScore, Inc.
Proprietary.
Macy's
eBay
JCPenney
Saks Fifth Avenue
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
TJ Maxx
13
How willing is your audience to share content on your behalf? Cross Platform Amplification: Who Won Monday night Social Word of Mouth in November? Fans
The Blacklist 57%
Castle 41%
The Blacklist
Hostages
365,632
64,361
Castle
3,538,754
Hostages 2% *Amplification = Shares + Retweets, November 2013
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
14
Measuring Black Friday Share of Social Word of Mouth
Target 5%
Retailer
eBay 4%
Walmart
Walmart 20%
JCPenney 6%
Amazon.com
Kohl's 7% Amazon.com 8% QVC 7% Toys ''R'' Us 7%
Nordstrom 8% Macy's 8%
*November1-25 2013, Shareablee ©
© comScore, Inc.
Proprietary.
Average Post Engagement (%) 0.01% 0.02%
Nordstrom
0.28%
Macy's
0.09%
Toys ''R'' Us
0.12%
QVC
0.14%
Kohl's
0.02%
JCPenney
0.12%
Target
0.01%
eBay
0.02%
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
15
3 Key Metrics: Growth and Engagement 1) Unique Engaged Audience (not just fans or followers) 2) Amplification (Shares, Retweets) 3) Consistent Activation (average post or tweet engagement)
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
16
Building Block 2: Content Strategy Metrics
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
What makes social content shareable?
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
18
Monitoring Content Strategy: Measuring your own (and your competitors’) optimal:
Competitor
You
- Content Type - Time of Day/Day of Week Combinations - Topics/Calls to Action
18%
8%
% Total Posts
% Total Engagement
With Call to Website
© comScore, Inc.
Proprietary.
17% % Total Posts
26% % Total Engagement
Without Call to Website
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
19
Post Type: Photos consistently drive content performance across these three verticals, but other post types perform differently 100%
86%
80% 60% 20%
47%
39%
40% 6%
5%
11%
3%
57%
12%
3%
22%
9%
0% 91%
100%
84%
80%
67%
60% 40% 20% 0%
3%
1%
12%
6%
Health/Beauty
19%
7%
2%
Media/News/Publishing Status
Link
© comScore, Inc.
Video
Proprietary.
4%
5%
TV Shows
Photo
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
20
Time of Day: aligning Starbuck’s content strategy with when their social audience is the most likely to engage
Data represents interactions over the last 6 months
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
21
Topics: For this Business Publisher, topics performed very differently on social, than on their primary web property:
50%
+5%
45% 40% 35% 30% 25%
+7%
20% 15%
-6%
10% 5% 0% Business and Economics
Culture
World Politics % comp © comScore, Inc.
Science & Technology
% engagement For info about the proprietary technology used in comScore products, refer to Proprietary.
http://comscore.com/About_comScore/Patents
US Politics
22
How much does active language impact engagement? Call to Comment
% POST 50%
Call to Like
Call to Other
Call to Website
Includes Question
43%
40%
28%
30%
30%
11%
18%
20% 10%
Call to Share
4%
11% 3% 4%
3% 3% 2%
0% Cable Operators
10% 5%
Premium Cable
3% 4%
9%
11% 6%
2% 3% 3% 2%
Basic Cable
8%
TV Shows
% ENGAGEMENT 50%
38%
40%
27%
30%
24%
20% 10%
5%
2% 6%
0% Telco
9%
9% 8% 1% 2% 1%
4% 6% 5%
Premium Cable Nets © comScore, Inc.
Proprietary.
27%
23% 12% 9%
3%
8%
Basic Cable For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
3% 4%
8%
TV Shows 23
Monitoring Content Strategy: Measuring your own (and your competitors’) optimal: - Content Type - Time of Day/Day of Week Combinations - Topics for Engagement vs Sharing
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
24
Building Block 3: Audience Quality Metrics
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Now that my fans are engaging… are they becoming loyal advocates?
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
26
Metrics to monitor: measuring social audience quality Audience quality metrics assess the characteristics of your social audience, gauge their loyalty and affinity to your brand, identify influencers and advocates, and determine their engagement with your content over time relative to your competitors. § % Returning Users § Frequency of Actions § Demographics § % Shares or Retweets § Brand Cross Engagement
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
27
Beauty Brands: who wins in Loyalty? Returning Users % Total 48%
Beauty.com Elizabeth Arden (US)
46%
The Official Shiseido (USA) Page
45%
Maybelline 10.5%
44%
Sally Hansen ModelCo
41%
Artistry
41%
Laura Mercier Cosmetics
Sephora 15% Dove 21%
40%
JĀSÖN
39%
Napoleon Perdis
38%
stila cosmetics
37% 0%
10%
20%
© comScore, Inc.
30%
Proprietary.
40%
50%
60%
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
28
How much of my engagement consists of what I value most? 100%" 90%" 80%" 70%" 73%"
69%"
70%" 78%"
60%"
90%" 50%" 40%" 30%" 20%"
3%" 13%"
8%"
25%"
28%" 10%" 14%"
14%"
9%"
5%"
0%"
*Category Average"
DHL"
FedEx" Shares"
Comments"
© comScore, Inc.
Proprietary.
UPS"
1%"
US Postal Service"
Likes"
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
29
Cross-brand engagement: insight into audience behaviors Think of cross-brand engagement as an affinity map and profiling tool of sorts. This metric illustrates how likely your engaged audience is to interact with: § categories of content § your competitors And can also lead to the discovery of additional unexpected interests
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
30
These two credit cards’ social audiences engage with very different properties elsewhere on the social web, revealing values, interests and distinct partnership opportunities Kohl's
Old Navy
Amazon
Samsung Mobile
Best Buy
eBay
Citibank
Macy's
Visa
Walmart 0
10
20
30
40
50
60
70
80
90
© comScore, Inc.
100
Proprietary.
0
10
20
30
40
50
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
60
70
80 31
Example: snapshot of Disney fans’ top social interactions reveal a high level of Disney brand loyalty Disney – Cross Brand Engagement Disneyland Walt Disney World Disney Pixar
60% of the brands are part of the Disney family.
Nickelodeon Disney Channel ABC Family YouTube Marvel Entertainment Weekly Discovery
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
32
Example: developing an expanded view of MTV’s social viewer’s interests MTV – Cross Brand Engagement Cosmopolitan Magazine Seventeen Magazine
See the table for a look at the additional social brands that MTV’s audience finds valuable
Teen Vogue The New York Times Marvel iTunes WWE Glamour USA TODAY E! Online
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
33
Developing a successful strategy that amplifies your brand Upon embracing these metrics, the sky’s the limit in the ways that you can experiment, define and refine the strategy behind your social media communications. The right social strategy can turn fans into loyal advocates, increase customer interactions and significantly improve marketing performance. Building Block 1:
Building Block 2:
Building Block 3:
Growth and Engagement Metrics
Content Strategy Metrics
Audience Quality Metrics
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
34
Questions?
For more information § Visit: www.comscore.com/Shareablee § Email: [email protected] § Contact your comScore Representative
www.comscore.com www.facebook.com/comscoreinc @comScore
A copy of today’s presentation will be sent to all attendees within three business days.
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Tania Yuki, Shareablee CEO and Founder December 10, 2013
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
About the speaker: Tania Yuki comScore now offers Shareablee. Shareablee is a social business intelligence platform that helps marketers maximize the value of their social media efforts with insights about how consumers are engaging with their brands and competitive brands across social platforms.
Tania Yuki CEO and Founder of Shareablee
Tania has spent most of her career in digital marketing, measurement and analytics, and was recently honored with a Great Mind Award from the Advertising Research Foundation. She was named by Forbes one of “12 Women Driving Digital in New York”.
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
2
Providing Insights to Leading Brands Shareablee is the leading provider of social business intelligence, enabling brands to surface unique and actionable best practices around brand performance, competitive benchmarking and audience insights.
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
3
What does Shareablee do?
Monitor over 15,000 brands pages daily, and customfit competitor categories for clients…
…measure all the activity as well as the unique engaged users who interact with clients and their competitors…
© comScore, Inc.
Proprietary.
…delivers actionable insights regarding client’s competitive set and their own performance so they can keep growing.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
4
Three building blocks that drive social marketing success Rather than focusing on potential fans, savvy social brands hone in on quality activity and interactions. Building Block 1:
Building Block 2:
Building Block 3:
Growth and Engagement Metrics
Content Strategy Metrics
Audience Quality Metrics
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
5
Building Block 1: Growth and Engagement Metrics
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
We are wired to love BIG and to believe that bigger is better.
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
7
A view of Month to Month Category Trends for Total Fans on Facebook
45,000,000,000
Fans (Total) Facebook 169%
40,000,000,000 35,000,000,000 30,000,000,000 25,000,000,000
Health/Beauty TV Shows
20,000,000,000
Media/News/Publishing Cars
15,000,000,000 10,000,000,000
105%
5,000,000,000
37% 108% 54%
0
© comScore, Inc.
Proprietary.
MVPD
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
8
A view of Month to Month Category Trends for Total Shares on Facebook
14,000,000
Shares (Total) Facebook +261%
12,000,000 10,000,000
+214%
8,000,000
Health/Beauty TV Shows
6,000,000
Media/News/Publishing Cars
4,000,000
MVPD
2,000,000
-69%% -32% +41%
0
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
9
A look at the BIG numbers: FANS!! Number of Fans 60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
0
June
July MTV
Disney
August Starbucks © comScore, Inc.
September Walmart
Proprietary.
McDonald's
October
November
BMW
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
10
But performance is best measured by the size of a company’s active audience Unique Engaged Audience 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0
June
July MTV
Disney
August Starbucks © comScore, Inc.
September Walmart Proprietary.
McDonald's
October
November
BMW
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
11
Q: Who’s Winning on Twitter in the lead-up to Black Friday? Followers 1,200,000
1,000,000
800,000
600,000
400,000
200,000
0 Target *November1-25 2013
Amazon.com
Best Buy
Walmart
Nordstrom
© comScore, Inc.
Proprietary.
Macy's
eBay
JCPenney
Saks Fifth Avenue
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
TJ Maxx
12
A: Best Buy has the greatest audience activation Unique Engaged Tweeters 8000 7000 6000 5000 4000 3000 2000 1000 0 Target *November1-25 2013
Amazon.com
Best Buy
Walmart
Nordstrom
© comScore, Inc.
Proprietary.
Macy's
eBay
JCPenney
Saks Fifth Avenue
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
TJ Maxx
13
How willing is your audience to share content on your behalf? Cross Platform Amplification: Who Won Monday night Social Word of Mouth in November? Fans
The Blacklist 57%
Castle 41%
The Blacklist
Hostages
365,632
64,361
Castle
3,538,754
Hostages 2% *Amplification = Shares + Retweets, November 2013
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
14
Measuring Black Friday Share of Social Word of Mouth
Target 5%
Retailer
eBay 4%
Walmart
Walmart 20%
JCPenney 6%
Amazon.com
Kohl's 7% Amazon.com 8% QVC 7% Toys ''R'' Us 7%
Nordstrom 8% Macy's 8%
*November1-25 2013, Shareablee ©
© comScore, Inc.
Proprietary.
Average Post Engagement (%) 0.01% 0.02%
Nordstrom
0.28%
Macy's
0.09%
Toys ''R'' Us
0.12%
QVC
0.14%
Kohl's
0.02%
JCPenney
0.12%
Target
0.01%
eBay
0.02%
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
15
3 Key Metrics: Growth and Engagement 1) Unique Engaged Audience (not just fans or followers) 2) Amplification (Shares, Retweets) 3) Consistent Activation (average post or tweet engagement)
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
16
Building Block 2: Content Strategy Metrics
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
What makes social content shareable?
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
18
Monitoring Content Strategy: Measuring your own (and your competitors’) optimal:
Competitor
You
- Content Type - Time of Day/Day of Week Combinations - Topics/Calls to Action
18%
8%
% Total Posts
% Total Engagement
With Call to Website
© comScore, Inc.
Proprietary.
17% % Total Posts
26% % Total Engagement
Without Call to Website
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
19
Post Type: Photos consistently drive content performance across these three verticals, but other post types perform differently 100%
86%
80% 60% 20%
47%
39%
40% 6%
5%
11%
3%
57%
12%
3%
22%
9%
0% 91%
100%
84%
80%
67%
60% 40% 20% 0%
3%
1%
12%
6%
Health/Beauty
19%
7%
2%
Media/News/Publishing Status
Link
© comScore, Inc.
Video
Proprietary.
4%
5%
TV Shows
Photo
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
20
Time of Day: aligning Starbuck’s content strategy with when their social audience is the most likely to engage
Data represents interactions over the last 6 months
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
21
Topics: For this Business Publisher, topics performed very differently on social, than on their primary web property:
50%
+5%
45% 40% 35% 30% 25%
+7%
20% 15%
-6%
10% 5% 0% Business and Economics
Culture
World Politics % comp © comScore, Inc.
Science & Technology
% engagement For info about the proprietary technology used in comScore products, refer to Proprietary.
http://comscore.com/About_comScore/Patents
US Politics
22
How much does active language impact engagement? Call to Comment
% POST 50%
Call to Like
Call to Other
Call to Website
Includes Question
43%
40%
28%
30%
30%
11%
18%
20% 10%
Call to Share
4%
11% 3% 4%
3% 3% 2%
0% Cable Operators
10% 5%
Premium Cable
3% 4%
9%
11% 6%
2% 3% 3% 2%
Basic Cable
8%
TV Shows
% ENGAGEMENT 50%
38%
40%
27%
30%
24%
20% 10%
5%
2% 6%
0% Telco
9%
9% 8% 1% 2% 1%
4% 6% 5%
Premium Cable Nets © comScore, Inc.
Proprietary.
27%
23% 12% 9%
3%
8%
Basic Cable For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
3% 4%
8%
TV Shows 23
Monitoring Content Strategy: Measuring your own (and your competitors’) optimal: - Content Type - Time of Day/Day of Week Combinations - Topics for Engagement vs Sharing
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
24
Building Block 3: Audience Quality Metrics
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Now that my fans are engaging… are they becoming loyal advocates?
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
26
Metrics to monitor: measuring social audience quality Audience quality metrics assess the characteristics of your social audience, gauge their loyalty and affinity to your brand, identify influencers and advocates, and determine their engagement with your content over time relative to your competitors. § % Returning Users § Frequency of Actions § Demographics § % Shares or Retweets § Brand Cross Engagement
© comScore, Inc.
Proprietary.
For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
27
Beauty Brands: who wins in Loyalty? Returning Users % Total 48%
Beauty.com Elizabeth Arden (US)
46%
The Official Shiseido (USA) Page
45%
Maybelline 10.5%
44%
Sally Hansen ModelCo
41%
Artistry
41%
Laura Mercier Cosmetics
Sephora 15% Dove 21%
40%
JĀSÖN
39%
Napoleon Perdis
38%
stila cosmetics
37% 0%
10%
20%
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50%
60%
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How much of my engagement consists of what I value most? 100%" 90%" 80%" 70%" 73%"
69%"
70%" 78%"
60%"
90%" 50%" 40%" 30%" 20%"
3%" 13%"
8%"
25%"
28%" 10%" 14%"
14%"
9%"
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*Category Average"
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FedEx" Shares"
Comments"
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UPS"
1%"
US Postal Service"
Likes"
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Cross-brand engagement: insight into audience behaviors Think of cross-brand engagement as an affinity map and profiling tool of sorts. This metric illustrates how likely your engaged audience is to interact with: § categories of content § your competitors And can also lead to the discovery of additional unexpected interests
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These two credit cards’ social audiences engage with very different properties elsewhere on the social web, revealing values, interests and distinct partnership opportunities Kohl's
Old Navy
Amazon
Samsung Mobile
Best Buy
eBay
Citibank
Macy's
Visa
Walmart 0
10
20
30
40
50
60
70
80
90
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10
20
30
40
50
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60
70
80 31
Example: snapshot of Disney fans’ top social interactions reveal a high level of Disney brand loyalty Disney – Cross Brand Engagement Disneyland Walt Disney World Disney Pixar
60% of the brands are part of the Disney family.
Nickelodeon Disney Channel ABC Family YouTube Marvel Entertainment Weekly Discovery
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Example: developing an expanded view of MTV’s social viewer’s interests MTV – Cross Brand Engagement Cosmopolitan Magazine Seventeen Magazine
See the table for a look at the additional social brands that MTV’s audience finds valuable
Teen Vogue The New York Times Marvel iTunes WWE Glamour USA TODAY E! Online
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Developing a successful strategy that amplifies your brand Upon embracing these metrics, the sky’s the limit in the ways that you can experiment, define and refine the strategy behind your social media communications. The right social strategy can turn fans into loyal advocates, increase customer interactions and significantly improve marketing performance. Building Block 1:
Building Block 2:
Building Block 3:
Growth and Engagement Metrics
Content Strategy Metrics
Audience Quality Metrics
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Questions?
For more information § Visit: www.comscore.com/Shareablee § Email: [email protected] § Contact your comScore Representative
www.comscore.com www.facebook.com/comscoreinc @comScore
A copy of today’s presentation will be sent to all attendees within three business days.
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