MSLGROUP’s software and approach for benchmarking social engagement, with context and customization.
CONTEXT
MSLGROUP SOCIAL HIVE Social Hive Index is named after Social Hive, MSLGROUP’s global social media offering, with 150+ dedicated experts, and deep capabilities across Plan, Build and Engage. 1 PLAN 1. Social insights
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BUILD 2. Proprietary products
4. Social engagement
5. Social marketing
6. Social business
- People’s Lab - Social Hive Index - StoryStream (Q1 2013)
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- Social apps - Community minisites - Online videos
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- Branded content - Community engagement - Influencer marketing
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- Movement marketing - Crowdsourcing contests - Social advertising
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- Social CRM - Social commerce - Social enterprise
3. Production studio ENGAGE
- Social listening - Social analytics - Insight communities
MSLGROUP INNOVATION ROADMAP Social Hive Index is a part of MSLGROUP’s innovation roadmap, many of which are powered by social data, in the areas of storytelling, crowdsourcing and citizenship. Q2 2012 - PurPle: Approach for collaborative social innovation and grassroots movement marketing. - PurPle Multiplier: Community to connect 3700+ MSLGROUP employees to clients’ PurPle projects. Q1 2013 Citizenship
Q4 2012 - Social Hive Index: Software and approach for benchmarking social engagement in context.
Social Data
Q1 2012 - People’s Insights: Community-curated insights reports and magazine on inspiring projects.
Pascal Beucler, Paris Dominic Payling, London Janelle Dixon, New York
Gaurav Mishra, Shanghai
Storytelling Q3 2012 - Storytelling: Approach for purposeinspired content planning and storytelling.
Crowdsourcing Q1 2012 - People’s Lab: Software and approach for crowdsourcing insights and innovation.
Tushar Bajaj, Delhi
- Storystream: Software and approach for social curation and social publishing.
- Influencer Community: Research approach for decoding influencer motivations and messages. Q4 2011
Nidhi Makhija, Mumbai
Q1 2013
SELL SHEET
SOCIAL HIVE INDEX: SELL SHEET Social Hive Index is MSLGROUP’s proprietary software and approach for benchmarking social engagement. Like Klout, with context and customization. NEED To create a single dynamic score to benchmark how organizations and influencers are engaging their community members on social media around a specific topic, relative to peers. Like Klout, with context and customization.
COST The cost includes one-time setup and customization, daily updated dashboard, monthly reporting, qualitative research waves and recommendations.
OFFERING Creates a dynamic dashboard with a single score, and drilldown details on the score components. Uses automatically updated social data, qualitative research waves, and our proprietary normalization algorithm. Quantitative social analytics data from Facebook, Twitter, LinkedIn, YouTube, SlideShare, Kred, Klout, Peerindex and SEOMoz. Qualitative rating scores on the effectiveness of storytelling and engagement.
CLIENTS - In discussion with several clients across the world.
FOR MORE Ask pascal.beucler@mslgroup.com, gaurav.mishra@mslgroup.com and tushar@2020social.com for the Social Hive Index deck and demo, or visit http://socialhiveindex.mslgroup.com.
WHY: THE NEED
SOCIAL HIVE INDEX: THE NEED The effectiveness of social engagement is not universal, but contextual -- relative to a geography, industry, topic or peer group -- but other tools don’t measure social engagement in context.
SOCIAL ENGAGEMENT IS CONTEXTUAL
OTHER TOOLS DON’T BENCHMARK SOCIAL ENGAGEMENT
The effectiveness of social engagement is Social listening and analytics tools don’t not universal, but contextual -- relative to a benchmark social engagement around a geography, industry, topic or peer group. topic, relative to peers, with a single score. Source: Photos from serakate, grafixer and julia_manzerova on Flickr
OTHER TOOLS DON’T ALLOW CUSTOMIZATION Tools like Klout, Kred and Peerindex that do measure social engagement don’t allow customization around specific use cases.
SOCIAL HIVE INDEX: THE SOLUTION To create a single dynamic score to benchmark how organizations and influencers are engaging their community members on social media around a specific topic, relative to their peers.
ADD CUSTOM NETWORKS, WEIGHTS OR CRITERIA
GET SINGLE SCORE BETWEEN 1 AND 100
ADD CONTEXT BY BENCHMARKING WITH PEERS
The index normalizes quantitative social data and qualitative scores into a single dynamic score between 1 and 100.
The index provides a number of The index benchmarks organizations and influencers against relevant peers, from the customization possibilities to meet specific needs and use cases. same geography, industry, or topic.
Source: Photos from lrargerich, cynergy, and bdesham on Flickr
WHAT: THE METHODOLOGY
SOCIAL HIVE INDEX: THE METHODOLOGY The index uses a combination of automatically updated social data, qualitative research waves, and our proprietary normalization algorithm to create a single score between 1 and 100. One time, annual, or quarterly qualitative research waves on storytelling and engagement around a topic.
QUALITATIVE RESEARCH
SOCIAL DATA
Daily updated social data from Facebook, Twitter, LinkedIn, YouTube, SlideShare, Kred, Klout, Peerindex and SEOMoz.
PROPRIETARY ALGORITHM
Proprietary normalization algorithm to convert social data and qualitative scores into a single score between 1 and 100.
SOCIAL HIVE INDEX: THE METHODOLOGY The index uses a combination of automatically updated social data, qualitative research waves, and our proprietary normalization algorithm to create a single score between 1 and 100. One time, annual, or quarterly qualitative research waves on storytelling and engagement around a topic.
QUALITATIVE RESEARCH
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Select a theme, define the universe of entities, and identify all social properties.
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Assign weights (0, .5, 1) to each property based on fit with topic.
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SOCIAL DATA
PROPRIETARY ALGORITHM
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Daily updated social data from Facebook, Twitter, LinkedIn, YouTube, SlideShare, Kred, Klout, Peerindex and SEOMoz.
Proprietary normalization algorithm to convert social data and qualitative scores into a single score between 1 and 100.
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Score each entity on storytelling and engagement, based on benchmarks. Pull in social data from Facebook, Twitter, LinkedIn, YouTube, SlideShare, Kred, Klout, Peerindex and SEOMoz. Normalize each data point against all other data points of the same type. Aggregate all the data points for the same channels into a single channel score.
Aggregate all the channel scores into a single score between 1 to 100.
SOCIAL HIVE INDEX: QUANTITATIVE SOCIAL DATA The index uses automatically updated quantitative social data from Facebook, Twitter, LinkedIn, YouTube, SlideShare, Klout, Peerindex, Kred and SEOMoz. TWITTER PROFILE: Followers, Number of tweets, Favorites, Retweets, Klout score, PeerIndex score, Kred score FACEBOOK PAGE: Number of likes, Number of people talking about the brand
LINKEDIN PAGES: Number of connections, Number of employees in network LINKEDIN GROUPS: Number of members, Number of discussions, Number of comments WEBSITES AND BLOGS (From SEOMoz): Domain authority, Page authority, MozRank, Number of external links YOUTUBE CHANNELS: Subscribers, Number of views, Number of videos
SLIDESHARE CHANNELS: Number of slideshows, Number of views, Number of followers
SOCIAL HIVE INDEX: QUALITATIVE SCORES The index also uses one time, annual, or quarterly qualitative research waves to assign weights to each property and score each entity on storytelling and engagement around a topic. Weights to each property based on relevance to topic: - 0, if not really relevant to topic. - 0.5, if partially relevant to topic. - 1, if dedicated to topic.
Score of 1-10 for each entity against study-specific benchmark, based on: - Repurposing stories into long-form and short-form content. - Telling stories across multiple channels, with customization. - Telling stories across multiple media types, including videos and infographics.
RELEVANCE WEIGHTS
STORYTELLIN G SCORES
ENGAGEMENT SCORES
Plus, custom criteria for each study.
Score of 1-10 for each entity against study-specific benchmark, based on: - Crowdsourcing and curating content, not only sharing own content. - Engaging in two way conversations, through questions and calls to action. - Creating incentives for participation and action, like contests.
SOCIAL HIVE INDEX: DYNAMIC DASHBOARD The dynamic, daily updated dashboard can be fully customized to create a public leaderboard, a private dashboard, or a part of a research report.
Customizable header
Customizable announcement
Customizable banner
Company score between 1 and 100
Customizable background
Breakup of company score
Customizable text, HTML or RSS widgets
Chart with breakup of company score
Customizable colour scheme
Customizable company description Leaderboards by channel
HOW: USE CASES USE CASES AND BENEFITS TO MARKETERS
SOCIAL HIVE INDEX: USE CASES The index can be used across a range of use cases, from public topic leaderboards for thought leadership, to research report to benchmark best practices, and private company dashboards for campaign measurement.
PUBLIC TOPIC LEADERBOARDS
BENCHMARK RESEARCH REPORTS
PRIVATE COMPANY DASHBOARDS
To create a public leaderboard of the most engaging “Fortune Global 100 companies on sustainability” or “UK influencers on beauty”.
To create a research report to benchmark best practices on storytelling and engagement in an industry, geography, or topic.
To create a private dashboard to benchmark a company against relevant peers in the same industry, geography, or topic.
Source: Photos from pahudson, 59937401@N07, and darwinbell on Flickr
CASE STUDY: PURPLE INDEX
SOCIAL HIVE INDEX CASE STUDY: PURPLE INDEX MSLGROUP’s PurPle Index measures how effectively the Fortune Global 100 firms are engaging people on social media around their purpose, in the areas of environment, health, education and human potential.
UNIVERSE: FORTUNE GLOBAL 100 FIRMS
THEME: CORPORATE PURPOSE
Assigns weights for each channel for Covers all English-language, global (or US) relevance to the four purpose areas: corporate social media channels from the environment, health, education and human top 100 firms in the Fortune Global 500 list. potential.
DATA: QUANTITATIVE & QUALITATIVE
Based on social data from Facebook, Twitter, YouTube, Klout, Peerindex & SEOMoz and qualitative scores on storytelling & engagement.
GET SOCIAL HIVE INDEX TODAY! Pascal Beucler SVP and Global Chief Strategy Officer, pascal.beucler@mslgroup.com