1. Dispatches from the Social Data
Revolution:
The most up-to-date research is
here
#SMTLive

2. #SMTLive
Thank you to our sponsor
@Spredfast

3. #SMTLive
Join the Conversation…
Follow along and share
your thoughts on
Twitter at #SMTLive
Submit your
questions in the
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4. #SMTLive
Our Speakers
Robin Carey is an American entrepreneur who started Social Media Today LLC in her fifties. Having worked for traditional media
outlets like the Washington Post, The National Journal, and Esquire, she spent nearly twenty years consulting to Time Inc.,
BusinessWeek and other consumer business magazines on content strategy and ad sales. In 2006, she published a white paper on
SAP’s use of social media that posited that large corporations, by virtue of their virtual, internet-based networks were now “media
companies.” She went on to found Social Media Today in 2007 to create niche websites based on blog curation. @RobinCarey
Ted Scalvos is a digital marketing professional at HP Software, focused on creating engaging experiences on social networks,
building relationships with key industry influencers, and enabling employees to become brand ambassadors. He particularly enjoys
telling stories with data, and finding new ways to optimize activities based on insights. Ted has a BBA in Marketing from the
University of Miami (FL). @tedsclav
Chris Kerns, author of the newly published book Trendology, has spent more than a decade defining digital strategy and is at the
forefront of finding insights from digital data. He currently leads the Analytics & Research group at Spredfast, a social marketing
platform that empowers enterprise organizations to connect with consumers in an increasingly social world. His research has
appeared in The New York Times, Forbes, USA Today and AdWeek, among other publications. Follow him at @chriskerns.
Chad Mitchell is Senior Director of Digital Communications at Walmart. Positioned within Walmart’s Corporate Affairs division, he and
his team are responsible for managing and supporting all aspects of Walmart’s corporate digital presence, including the corporate
website and blog, social media platforms, and email communications both internally to associates and externally to customers. They
are charged with managing and protecting Walmart’s corporate digital reputation, both reactively and through proactive influencer
outreach. @cmmitchell4

5. The Smart Social Report
• Quarterly social research
• Designed to make marketers smarter about
their work and the industry
• Covers five categories with each report:
– The State of Social
– Content & Community
– Brands & Consumers
– Fan Activation
– Building Relevance

6. The State of Social
• We analyzed 50 top brands
• Evaluated social sophistication across a
blended set of metrics:
– audience size
– responsiveness
– post frequency
– use of rich media
– audience engagement

7. The State of Social: A Sample of Findings
• Financial Services is making a big push
into visual networks (Pinterest, Instagram)
• The leading verticals this quarter:
– Media, Sports, Automotive
• Seven brands built a new presence on
Tumblr this quarter, and five brands
jumped on to Snapchat

8. The State of Social: Other Findings
• Sony had one of the largest social growth rates
Q1->Q2, boosted by their efforts on Tumblr and
Pinterest
• Mercedes-Benz enjoyed the highest Facebook
engagement rate, with over 10% of viewers
engaging with their video content
• Citi saw the highest rate of comments per follower
on Instagram out of any of the 50 brands in the
study (7.51% average comment rate)

9. The Half-Life of Social Content
• We tracked 100 brands active on Twitter
and Instagram over two weeks
• Twitter Content Half-Life (median): 30 mins
• Instagram Half-Life (median): 57 mins

10. The Half-Life of Social Content: By Industry
• Fashion and beauty brands show
high content lifetimes across both
Twitter and Instagram
• Print and Media showed the quickest
half-life on both channels, meaning
they should invest in a more
aggressive posting schedule

11. Brands on Reddit
• Reddit is a network growing in size each year In 2014,
over 70B+ page views and 55M posts over 2,000
active communities
• Subreddits across diverse subjects (NHL hockey,
music, books, pop culture, philosophy, politics,
breaking local news, advice, and much more)
• But today, there are hardly any brands with a Reddit
strategy

12. Branded Subreddits
• Many subreddits about specific brands
and products
• The Ford enthusiast community has
created 15+ Ford-related subreddits
• The /r/Mustang subreddit has more
subscribers than 78% of NFL teams
and MLB teams

13. Unbranded Subreddits: Lots of Brand Conversation
• 12% of posts on /r/CarTalk mention the
Ford brand
• Over 8% of comments on
/r/WhatCarShouldIBuy mention Ford
• On /r/MaleFashionAdvice, J.Crew, Nike,
and Van’s are each mentioned in more
than 6% of posts and comments in the
discussion
• On /r/MakeUpAddiction, NYX is
mentioned in over 13% of posts and
comments

14. More Smart Social Research from Spredfast
• Other Studies in the Report:
– Full analysis of the 50 top brands in our State of
Social study
– A Messaging overview and what it means for brands
– US vs. Europe and social sophistication
• The Smart Social Report v2 officially launches next week on
Tuesday, August 25th
• Also Available: Volume One
– Real-Time Marketing performance, Social Care KPIs,
Tumblr virality, & Instagram Effectiveness
http://sfa.st/SmartSocialOne

15. #SMTLive

16. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.16
Measuring social campaigns for business
success
Form responses/leads
$$$ sales opportunity
CTR %
Conv %
KPIs measured and platforms used
Traffic
• Impressions: LinkedIn
• Clicks: LinkedIn + link-shortening tool
• Change in Share of Voice: social listening tool
Total Engagement
• Social actions - Likes, Comments, Shares: LinkedIn
• Followers added: LinkedIn
Total Conversion
• Form responses/leads: HP.com data, SFDC, etc.

17. #SMTLive
Our Speakers
Robin Carey is an American entrepreneur who started Social Media Today LLC in her fifties. Having worked for traditional media
outlets like the Washington Post, The National Journal, and Esquire, she spent nearly twenty years consulting to Time Inc.,
BusinessWeek and other consumer business magazines on content strategy and ad sales. In 2006, she published a white paper on
SAP’s use of social media that posited that large corporations, by virtue of their virtual, internet-based networks were now “media
companies.” She went on to found Social Media Today in 2007 to create niche websites based on blog curation. @RobinCarey
Ted Scalvos is a digital marketing professional at HP Software, focused on creating engaging experiences on social networks,
building relationships with key industry influencers, and enabling employees to become brand ambassadors. He particularly enjoys
telling stories with data, and finding new ways to optimize activities based on insights. Ted has a BBA in Marketing from the
University of Miami (FL). @tedsclav
Chris Kerns, author of the newly published book Trendology, has spent more than a decade defining digital strategy and is at the
forefront of finding insights from digital data. He currently leads the Analytics & Research group at Spredfast, a social marketing
platform that empowers enterprise organizations to connect with consumers in an increasingly social world. His research has
appeared in The New York Times, Forbes, USA Today and AdWeek, among other publications. Follow him at @chriskerns.
Chad Mitchell is Senior Director of Digital Communications at Walmart. Positioned within Walmart’s Corporate Affairs division, he and
his team are responsible for managing and supporting all aspects of Walmart’s corporate digital presence, including the corporate
website and blog, social media platforms, and email communications both internally to associates and externally to customers. They
are charged with managing and protecting Walmart’s corporate digital reputation, both reactively and through proactive influencer
outreach. @cmmitchell4

18. #SMTLive
Thank you to our sponsor
@Spredfast

19. #SMTLive
Upcoming Webinar
August 25th
Drive Smarter Business Decisions with Social
Data
Panelists:
Andrew Bates, AARP; Greg Cohen, UCB Pharma; Saurabh Shah, Synthesio