How to measure brand in social media

The Importance of Measurement
Through Social Media
Yose Rizal
Follow : @yoseazka

Indonesia landscape has changed!

People still watch TV, but they flick through the ads. They read the news online instead of on paper.
Recommendations and opinions for every product and service are now available on the Internet.

2nd globally
Base: Urban Indonesians aged 15-50 years old from
SES ABC households
Source: Social Bakers 02.06.2011

3rd most active country
Twitter Heat Map: http://aworldoftweets.frogdesign.com

That 72% of Internet Users admit of over exposés
from any form of Advertising

Ads are everywhere. In
fact, people see and
hear between 1,000 and
3,000 advertising
messages every day…

87,600,000 throughout
their lives…

We have reached a point where:

14% of people trust ads

78% of people trust consumer
recommendations
(Source: Neilsen Global Trust In Advertising Survey, 2007)

Lead us to conclusion that:

McKinsey and Co. estimate that
2/3 of the economy is now influenced by personal
recommendations…

“Word of Mouth” has always been
the most effective form of marketing.
People have always trusted their
friends opinions…

The point is you’re never going to
‘buy everything on your own decision’.

You’re influencing and are being
influenced everyday

..and people are talking
about your brand right now!

some people like you…

but some people don’t!

Every single second
of every single day,
Twitter’s 5 million users
mention brands they
LOVE and HATE.

AND Twitter is growing
at a rate of 1382% per
Year

(Source: Twitter Search, Forrester Research)

Most brands now have a Twitter
page and a Facebook account of course…

But you don’t just want have an old friends,
you want a new best friends too

And you only get to be best friends by
being the best listener…

But if you listen and measure what people are
saying…

You have an opportunity
to make friends like never before

And start
engaging your
customers.

You Can Monitor & Measure Everything!
Step 1: Define Business Objectives & Decide on Priorities

Step 2: Choose What to Measure & Tools
Quantitative
Qualitative

Step 3: Analyze: Benchmark & Identify Trends

Step 4: Create a strategy & engage

Step 5: What’s working & what’s not

Theme Report
• Size indicates the words that occurred the most
• Ability to drill into each theme to explore the
conversations
• Noise Reduction
Function & Benefit:
• identify trending topics
& new phrases
• assess campaign
traction & marketing
messaging
• identify consumer
needs and issues
• identify potential brand
threats,
#yourcompanysucks

.

Brand Sentiment
Automatic sentiment with customizable dictionary
• Ability to review positive and negative conversations
• Assigned sentiment and tone can be changed

Function & Benefit :
• Brand monitoring
• Customer service
• Increase customer
satisfaction
• Competitive intelligence

Brand Sentiment
Chart brand sentiment over time
• Displays trending of positive and negative sentiment over time
• Every data point is drillable to see the results for that date
• Ability to efficiently identify what is causing the sentiment for that date

Function & Benefit:
• Brand perception
• Product feedback
• Monitor crises
• Identify issues
• Assess campaign

Geographic Info
Displays physical location of Content Creators
• Each pin is drillable to view individual conversations
• Indonesia map views

• Identify new markets
• Link to onground activity
• Regional Based
Marketing
• Based for Search Engine
Marketing (SEM) & Social
Media Marketing (SMM)

Share of Voice
Compare amount of conversation for brand and competitor(s)
• Ability to drill into each data set
• Benchmark and measure success of social media engagement

• compare volume of
conversations
• identify need to engage
• identify reason for volume
change
• identify campaign success

Media Distribution
Amount of conversation on each social media source
• Shows the distribution of conversations by online source type
• Each bar is drillable to see those specific conversations

• identify channel to build
brand
• research new markets
• benchmark brand
presence
• find the right place to
meet the audience
• media placement

Brand Most Active Time in Social Media
Show precise time for Brand Conversation
• Shows conversations based on time by online source type
• Hours or daily based

• identify when to do
Bank Mandiri most active time conversation:
On Feb 12th – 6 PM (56 mentions) conversation
• identify customer
behaviour
•find the right time to
meet the audience
Bank BCA most active time conversation:
On Feb 12th – 9 PM (244 mentions)

Brand Loyalist/Influencers
Identification of communities around brand/competitor(s)
• User with most influence
• Popularity (influence) provides engagement value
• Drillable to see those specific conversations

Function & Benefit:
• identify user to engage
• find brand advocates
• find brand terrorist
• engage in competitors’
realm
• start poin for
community

Core Analytics
Identification conversation around brand/competitor(s)
• Displays relevant keyword about brand
• Every data point is drillable to see the conversation Function & Benefit :
• Noise Reduction • identify consumer
Positif : 1
Negatif : 0
Netral : 2
3%
Manulife perception about brand
• check brand positioning
• find campaign themes
• know competitor
Positif : 7
Negatif : 5
1% perception
Netral : 9

Allianz

Topic / Target
Identification brand/competitor(s) Activity
• Second layer indexing for Brand Function & Benefit :
• Every data point is drillable to see set of data • identify consumer
attention
• brand channel
communication
Positif : 20
Negatif : 5
Netral : 15
2% • know how and where
to improve

Brand Gender
Identification brand/competitor(s) Audience Gender
• Display Audience Gender Function & Benefit :
• Every data point is drillable to see set of data • know how to
communicate
Positif : 1000
Negatif : 800
• find the right offer for
5%
Netral : 1209
audience
• Adjust to campaign
activity

Social Influence Marketing
Identification brand/competitor(s) Equity/Index Parameter
• Display table of DBI parameter
• Every data point based on set of formula
Function & Benefit:
• Know your brand
strength among
competitor
•identify brand social
influence marketing
• identify brand credible
social voice
• understand connection
between social
influencer, brand affinity
and purchase decision

Digital Brand Index
Identification brand/competitor(s) Equity/Index
• Display DBI 3D Chart
• Every data point is drillable to see set of data

• measure brand and
competitor buzz
presence
competitor net
sentiment
competitor influence
• How socialize your
brand with consumer

Social Engagement
To reach and engage your consumer
• Almost real time engagement
• Filter by media and brand

• identify brand
consumer
• digital
call/service/response
center
• digital marketing
• digital CRM

Finding The Most Impactful Endorser
124.986
titisjuman
408.157

132.390
titikamall
349.344

268.238
sarseh follower w/o cross
435.707
follower
• identify influencer true
sandradewi
412.550 reach
448.605
• identify influencer cross
diansastro
73.744
73.744
networking
• budget efficiency
0 100.000 200.000 300.000 400.000 500.000

Endorser Follower follower w/o cross
diansastro 73,744 73,744
sandradewi 448,605 412,550
sarseh 435,707 268,238
titikamall 349,344 132,390
titisjuman 408,157 124,986 * samples are taken from several brands of
1,715,557 1,011,908 shampoo endorser

Direct Connect with KLOUT Score

Network Amplification
No. Endorser Klout Score True Reach
Influence Probability

1 Titi Kamal 72,1 78 59 131K
2 Sarah Sechan 73,5 80 58 160K
3 Titi Sjuman 77,3 83 66 156K
• identify influencer with
4 Dian Sastro 46,8 36 18 29K all klout parameter
5 Sandra Dewi 75,5 81 63 174K • use for influencer score
index

* samples are taken from several brands of shampoo endorser

Direct Connect to Social Network Mapping

• identify influencer
social network
• identify influencer’s
follower characteristic

* Sample taken from Deelestari account

Social Keyword Mapping
Identification relevant keyword around brand/competitor(s)
• Display Social Mapping
• is drillable for every digital media

• identify brand and
competitor relevant
keyword
• identify connection
between brand and
keyword
• identify issues
• campaign adjustment

Social Influencer Mapping
Identification brand/competitor(s) loyalist cluster
• Display Social Mapping
• is drillable for every digital media

• identify brand and
competitor loyal
consumer / influencer
• identify connection
between brand and
influencer
• brand engagement
• user acquisition

Tips for Success!
• Choose tools that understand your needs
• Listen and have a strategy before engaging
• Look for spikes in conversations and patterns
• Identify trending topics
• Evaluate what’s working, drop what’s not

You can't improve what you can't measure,
You can't measure what you can't analyze,
You can't analyze what you can't monitor

Thank You
Yose Rizal
Follow : @yoseazka

How to measure brand in social media

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