In her Brands-Only Summit presentation, Satmetrix's VP of Innovation and Strategy, discusses SparkScore -- the Social Net Promoter Score. She explains how this social media analytic marries the insight from structured, survey-based solutions to the "social universe" through a single, standard metric.

1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
SparkScore (The Social Net Promoter
Score): A methodology for measuring
social customer loyalty
LAURA BROOKS
SATMETRIX
DECEMBER 9–11, 2013

2. SPARKSCORE
(THE
SOCIAL
NET
PROMOTER
SCORE):
A
METHODOLOGY
FOR
MEASURING
SOCIAL
CUSTOMER
LOYALTY
Laura
L.
Brooks,
PhD
Vice
President,
Research
&
InnovaKon

3. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
2
WHAT
IS
SPARKSCORE?
► SparkScore
is
a
standardized
metric
which
conveys
the
insight
from
structured,
survey
based
soluKons
to
the
“social
universe”
► It
integrates
the
industry-­‐leading
Net
Promoter
Methodology
with
social
media,
allowing
companies
to
leverage
unstructured
data
to
drive
be`er
business
outcomes.
► Based
on
NPS
methodology
ü Provides
a
single
metric
as
well
as
a
distribuKon
of
Detractors,
Passives,
Promoters
ü IdenKfies
root
cause
to
promote
acKon
► Satmetrix
is
a
sobware
placorm
which
measures
SparkScore
to
help
companies
process
social
feedback
enabling
them
to
increase
customer
loyalty,
reduce
a`riKon,
and
a
gain
a
clear
compeKKve
advantage

4. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
3
SOCIAL
ANALYTICS
BUSINESS
CHALLENGES
How
do
I
get
a
be`er
view
of
my
market
and
customers?
How
am
I
viewed
compared
to
my
compeKtors?
How
can
my
enKre
organizaKon
use
social
media
data?
How
do
I
use
social
media
data
to
make
informed
decisions?
How
do
I
quanKfy
social
customer
loyalty
with
one
reliable
metric?
How
can
I
connect
social
media
to
my
VOC/NPS
program(s)?

5. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
4
TREMENDOUS
VOLUME
What’s
important?

6. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
5
SOMETIMES
DIFFICULT
TO
FIND
ROOT
CAUSE
How
can
I
measure
loyalty
and
idenKfy
root
cause?

7. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
6
AngryBritain.com
‫‏‬@AngryBritain
@DazAltTheory
@virginmedia
I
refuse
to
die
unKl
they’ve
sorted
my
XX
broadband
WHAT’S
IN
A
SPARKSCORE?
Qualified
Spark
=
MenKons
with
senKment
value
Brand
=
Virgin
Media
Product
Family:
home
broadband
Sparkscore
:
9,
Promoter
CS
=
Delight
factor
Sparkscore
=
Loyalty
AnalyKc
using
NPS
methodology
Obtains
key
drivers
on
issues
affecKng
loyalty
Sparkscore:
2,
Detractor

8. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
7
NPS
AND
SPARKSCORE
Sparkscore
NPS
Business
Outcomes

9. THE
DEVELOPMENT
AND
METHODOLOGY
OF
SPARKSCORE

10. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
9
THE
RESEARCH
FOUNDATION
► Build
understanding
using
structured
survey
data
(NPS)
and
comments
► Gather
social
data
to
compare
and
contrast
the
learnings,
algorithms,
metrics
from
NPS
and
SparkScore
► Verified
using
research
data
pilots
► Launched
7
domains
with
companies
acKvely
using
SparkScore

11. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
10
HOW
DOES
IT
WORK?
1.
Crawl
Major
Sources
2.
Pull
senKment
Bearing
reviews
2
million/month
3.
Filter
for
brand/
CompeKKon/
products
Love
Sony
TVs
=
Sparkscore
9
4.
Create
SparkScore
and
senKment
phrases
Wifi
sucks
=
Sparkscore
0
Setup
is
hard
=
Sparkscore
0
Setup
is
hard
=
Sparkscore
0
5.
Provide
Analysis
&
ReporKng
6.
Take
AcKon

12. SPARKSCORE
GOES
BEYOND
SOCIAL
LISTENING

13. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
12
SparkScore
ObjecKves
Create
a
data
collecKon
engine
to
accurately
measure
SparkScore
IdenKfy
root
cause
analyKcs
with
drill
down
capabiliKes
Improve
acKon
management
and
monitoring
with
auto
alerts
&
noKficaKons
Leverage
feedback
to
mobilize
Promoters

14. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
13
BENCHMARK
AGAINST
COMPETITORS:
SHARE
OF
VOICE
IS
NOT
EVERYTHING
A
large
telco
tracked
compeKtors
share
of
voice,
both
volume
as
well
as
change
in
Sparkscore
to
key
events
learning
to
respond
more
proacKvely
over
Kme.

15. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
14
TRENDS
OF
DATA
SENSITIVE
TO
SHIFTS
IN
OPERATIONS
The
bank
has
apologised
to
customers
across
the
country
who
were
hit
by
the
problem.
Reports
of
cards
being
declined
began
at
6.30pm
–
when
many
people
go
online
to
buy
groceries
aber
work.
-­‐

16. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
15
SPARKSCORE
GIVES
PRODUCT
INSIGHT
BY
STACK
RANKING
AGAINST
KEY
COMPETITORS
FOR
B2B
BUSINESSES
A
UK
Telco
did
not
understand
where
they
stood
with
respect
to
their
B2B
(Enterprise)
Accounts.

17. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
16
UNDERSTAND
DRIVERS
BEHIND
THE
SCORE
A
global
household
appliance
company
overcame
resistance
to
using
social
data
because
Sparkscore
was
an
NPS-­‐based
metric
that
the
business
understood.

18. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
17
CONVERSATIONS
ARE
NOT
STATIC
OVER
TIME
-­‐-­‐
SPARKSCORE
DETAILS
ARE
WHAT’S
IMPORTANT
SPARKS:
ALL
SOURCES
SPARKS:
Twi;er
&
Facebook
Only

19. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
18
FOR
THIS
CONSUMER
ELECTRONICS
COMPANY,
LOOKING
ONLY
AT
SPARKSCORE
IN
AGGREGATE
IS
MISLEADING
SPARKS:
Twi;er
&
Facebook
Only
Looking
in
detail
at
the
proporKon
of
Detractors,
Passives,
and
Promoters
showed
a
cyclicality
that
was
happening
to
one
of
this
companies
products
over
the
summer.

20. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
19
SEPARATE
SIGNAL
TO
NOISE:
PROVIDE
A
RELIABLE
METRIC
TO
UNDERSTAND
WHERE
YOUR
PROMOTERS
AND
DETRACTORS
ARE
TALKING

21. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
20
Not
only
can
this
hardware
pc
company
track
that
product
causes
detractors,
they
are
able
to
isolate
that
the
ba`ery
life
is
the
issue

22. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
21
I
think
less
of
you
as
a
company
because
you
adverKsed
during
this
skewed
poliKcal
radio
hour
TRACK
EFFECTIVE
OF
DISRUPTIVE
EVENTS
&
CAMPAIGNS
An
auto
parts
manufacturer
discovered
the
negaKve
effects
of
an
adverKsing
channel
and
quickly
changed
course.

23. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
22
STRUCTURE
DETAILED
PARAMETERS
FOR
ALERT
FOLLOW
UP

24. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
23
MOBILIZE
PROMOTERS
A
consumer
electronics
company
was
able
to
use
posiKve
comments
for
word-­‐of-­‐mouth
markeKng.
Consumer
company

25. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
24
A
global
household
appliance
company
used
Sparkscore
to
uncover
issues
that
convenKonal
NPS-­‐
data
did
not
find
to
provide
a
be`er
customer
experience.
TAKE
ACTION
AND
CLOSE
THE
LOOP

26. ©
2013
Satmetrix
Systems,
Inc.
All
rights
reserved.
25
SUPPORTING
THE
FULL
LIFECYCLE
OF
SOCIAL
MEASUREMENT
&
ENGAGEMENT
AcKonable
insight
from
social
Reliable/
quanKfiable
measurement
of
social
percepKons
ComparaKve
benchmarks
Closing
the
loop
via
social
Making
social
data
acKonable
DistribuKng
social
data
SparkScore
–
social
measurement
grounded
in
NPS

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