The one social number you need to know, presented by David Rabjohns
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The document discusses measuring social impact and building relationships. It introduces the Partnership Pyramid model which ranks levels of engagement from followers to brand advocates who create original content. Benchmarking campaigns by metrics like brand mentions and posts likes can show where advocacy stands. Building advocacy requires moving conversations from self-focused "me" to relationship-focused "we". The key is understanding consumer passion points around a brand to strengthen emotional connections and loyalty.
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The one social number you need to know, presented by David Rabjohns
- 1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO The one social number you need to know DAVID RABJOHNS MOTIVEQUEST DECEMBER 9–11, 2013
- 2. THE YOU NEED TO KNOW DAVID RABJOHNS O N ESOCIAL NUMBER SocialMedia.org December 2013
- 3. Q. How can you best measure social impact?
- 5. 2006
- 9. ME
- 10. • Pic of Emily in aus. LET’S SEE
- 11. Initiate • Emily on Bike LET’S SEE
- 13. • Emily shower LET’S SEE
- 14. LET’S SEE
- 15. WE
- 16. WE
- 18. 17©MOTIVEQUEST 4/18/2014
- 19. 18©MOTIVEQUEST 4/18/2014 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
- 20. 19©MOTIVEQUEST 4/18/2014 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
- 21. 20©MOTIVEQUEST 4/18/2014 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
- 22. 21©MOTIVEQUEST 4/18/2014 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 SHAREOFADVOCACY&SALES THE HEART DRIVES THE HEAD
- 23. 22©MOTIVEQUEST 4/18/2014 -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. Advocatepassion CELLULAR RELATIONSHIP
- 24. 23©MOTIVEQUEST 4/18/2014 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
- 25. 24©MOTIVEQUEST 4/18/2014 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
- 26. 25©MOTIVEQUEST 4/18/2014 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
- 27. 26©MOTIVEQUEST 4/18/2014 Q. How can you best measure social impact?
- 28. 27©MOTIVEQUEST 4/18/2014 MOVE FROM ME TO WE.
- 29. 28©MOTIVEQUEST 4/18/2014 WHAT KIND OF PARTNERSHIP ARE YOU GOING TO BUILD?
- 31. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS