This document discusses using a social content graph to analyze and visualize the size and composition of a brand's social media presence across different platforms. It provides examples of social content graphs for several brands, comparing the relative size of their social networks versus content networks on platforms like Facebook, Twitter, LinkedIn, Google+, email lists, YouTube, SlideShare, etc. The document encourages readers to analyze their own social content graphs using a provided Google spreadsheet template to help benchmark and improve their social media strategy.

1. !
Let’s Play
Social Risk?
Social
Where’s your social army?
Mediaor
Who’s Winning?
includes
DIY
toolkit

2. Think Risk
(the Board Game)
but for Social Media
1. A social army
2. A content (media) army
There are two types of army
at work in Social Media
Where have you invested?
Social Media

3. Which is Stronger?
Your Social Graph
Your Content Graph
OR

4. Listly
• Popularized by Zuckerberg at F8 in 2007
• Communicates person to person
connections and the interconnected-ness
of things
• Somewhat intangible
• Implies granular, implies personal
• What about Brands?
• What about Content?
The Social Graph?
Sounds cool, but what is it?
What about the Content Graph?

5. Listly
• Today Content is the essential
conversation starter for brands
• How do the Social Graph AND the
Content Graph co-exist?
• Today, Content Networks like
Slideshare, YouTube, Soundcloud &
Listly have become essential tools for
brands to navigate Paid, Owned &
Earned Media
• Embeddable media via Content
Networks now caters to Slides,
Videos, Lists, Podcasts/Audio &
Infographics
The Content Graph
Can we Benchmark the Social Graph?
Click on image for more

6. Listly
For more info on Social vs Content Networks explore these two decks
Content Graph & Content Networks

7. Introducing
Combine 10 Metrics to Visualize
your Social Media Strategy
The Social
Content
Graph

8. Listly
Visualize & Compare Your 2 Armies
4 Metrics : Social Army 6 Metrics: Content Army
1. Email: Email List Size (Your Blog Subscribers)
2. Video: Number of Subscribers/followers for
YouTube, Vimeo , Vine etc
3. Slides: Number of Subscribers/followers for
SlideShare / Prezi etc
4. Images/Graphics: Number of Subscribers/followers
for Flickr / Instagram, Imgur etc)
5. Audio Podcasts: Number of Subscribers/followers
for SoundCloud /Blogtalkradio, iTunes, Audioboo
etc
6. Lists: Number of Subscribers/followers for Listly etc
• Find your 10 metrics (4 for social, 6 for content) and paste them
into the Google Drive Spreadsheet (see final slide)
• Create for you/ your brand(s) & to benchmark peers, allies &
competitors
The Social Content Graph
1. Twitter: Number of Followers
2. Facebook: Connections / Followers across your pages
3. Linkedin: Connections / followers on Linkedin
4. G+: Number of times circles on G+

9. ListlyBuilding a Social Content Graph
n1 n2
fb Tw
Li G+
Social
following
Content
following
Social
following
Content
following
Slides Video
Info/
Graphic Lists
Social
following
Content
following
Segment by Platform/Media2
Benchmark vs Peer,
Allies & Enemies4
Sizing your following on social
networks & content networks1
Size proportional to following3
fb Tw
Li G+
Slides Video
Info/
Graphic Lists
Brand A Brand B
fb Tw
Li G+
Slides Video
Info/
Graphic Lists
fb Tw
Li G+
Slides
Video
Info/
Graphic Lists

10. ListlyCategorizing Your Graph
n1
n2
Social
following
Content
following
FB Driven
Content
Dominant
Network Dominant
(Content)
Socially
Dominant1
Network Dominant
(Social)
Facebook
TwLi G+
n1
n2
Social
following
Content
following
Tw Driven
Twitter
FbLi G+
G+ Driven
G+
TwLi Fb
Video driven
Video
audioslides images
Slide driven
Slides
videolists images
List driven
Lists
slidesvideo images
Depending on how you forge your connections, you will create a
unique social content graph - here’s some simple categorizations

11. Listly
• You will see more activity where you are active and effective.
• There will be some natural cross-over as people follow you across
different platforms (this also explains why you need to track graphs
over time to truly understand cause and effect.)
• If the same people follow you on different platforms that’s a sign of
commitment and interest in your brand.
• You need to be active on a platform to nurture it. Eg having an email
list and not using it will give your poor results when you do. Having a
following on Slideshare and not creating regular interesting content is a
quick way to get forgotten.
Lessons from your Social Content Graph - 1/2

12. Listly
• There is first mover advantage for early users on new platforms and this can
impact your following.
• The propensity to follow people varies by platform. Eg people are more likely to
follow on Instagram than on Slideshare.
• Following on a content platform represents a deeper commitment and
connection.
• Being content driven is harder, but possibly more effective. You need a unique
and stylized form of content to become successful on a platform. Buidling a
body of work on a platform has a positive impact.
• Being featured and promoted by a given platform can bias your position -
hence it’s worth networking to make connections with the marketing teams for
each platform.
• I’ve seen example of this on just about all the platforms. This is one reason
these platforms can help propel your brand and let your achieve an element
of celebrity status in an given niche
Lessons from your Social Content Graph - 2/2

13. ListlyWrike - A Project Management Tool
• Wrike are active in social with a well diversified profile. These are there
social and content graphs (non proportional)
• The next step it to make them proportional (using the grid on the next slide)

14. Listly
The charts are produced via Googe drive’s spreadsheet. There is no option to
proportionally size two charts side by side (so this step is manual)
Paste Your Graph Here
1:1
2:1
3:1
5:1
10:1
1:1
2:1
3:1
5:1
10:1
• Open your Social Graph via Google Drive and resize so the chart is square. Take a screenshot
of the Social Graph and the Content Graph
• Paste them here and adjust your Social and Content graphs to their relative size

15. ListlyWrike - Social Content Graph
• Wrike's Social Graph is twice the size of its Content (its easy to let social dominate).
• Social: 50% FB & 25% Twitter and the balance split Linkedin & G+
• Content: Split between a healthy email list and a strong video channel on YouTube
• For more info on tree maps see. See raw data
1:1
2:1
3:1
5:1
10:1

16. Listly
• Destination Luxury’s social
connections are driven by
Facebook (166k)
• Linkedin (4k) & Twitter (3.3k)
play a minor role
• G+ has largely been unused
• This is shown clearly in the
tree map
Destination Luxury - Travel Blog
Social Graph

17. Listly
• DestinationLuxury’s content is
led by it’s email list (15k) &
Instagram images (10.7k)
• Video via YouTube (2k) comes
2nd with a lower level of activity
on Slideshare (80)
• They have recently begun
actively using Listly but its too
early for this to impact their
Content Graph
• eg http://destinationluxury.com/
10-modern-living-spaces-need-
see/
• See raw data
DestinationLuxury.com
Content Graph

18. Listly
• Destination Luxury’s social graph is 6.25 the size of it’s content graph
Destination Luxury
1:1
2:1
3:1
5:1
10:1
1:1
2:1
3:1
5:1
10:1

19. Listly
• Firstly these two don’t compete in any way but it also makes for an
interesting comparison.
• They have each executed very differently.
Wrike vs Destination Luxury
Wrike Destination Luxury

20. Listly
• Nash has amassed 7.8 million
followers on Vine & 3.1 million on
YouTube
• Nash’s Content following is 3.5x that of
Facebook, Twitter, Facebook and G+
• See raw data
1:1
2:1
3:1
5:1
10:1
1:1
2:1
3:1
5:1
10:1
Nash Grier - King of Vine

21. Listly
1:1
2:1
3:1
5:1
10:1
1:1
2:1
3:1
5:1
10:1
• Two surprises here - G+ and Soundcloud. My
guess is Gary got adopted and recommended by
these platforms
• Given his Soundcloud following he should be
producing more audio content
• He’s still Socially led. 4:1 which surprised me. I
guess this is because his Youtube activity
postdates his success with Wine Library TV which
was on viddler and not YouTube
• See source data
Gary Vaynerchuk

22. Listly
• Use this link
• https://docs.google.com/a/nickkellet.com/spreadsheet/ccc?
key=0AgjdJ07Dhx4EdEtoQURIdnRSUXNFTGQ5VkRJbktueEE&usp=drive_web#gid=7
• It’s a “read only” template, so you need to “Make A Copy” via the file menu in
Google Drive
• Then paste in your ten metrics
• Share your results by putting your Google Drive file in the comments
• This analysis is evolving so please leave comments, share it and give us your feedback
• I want to do more case studies so ping me @nickkellet or nick at list dot ly
• For more content and an explanation of how to use a Social Content Graph for your
brand check out this post on Listly’s blog
Make Your Own Analysis
Image Credit https://www.flickr.com/photos/
augie_malson/3612634095