Throughout the integration, Martin referred to three metrics to tell Carlsberg’s story: community (fans and followers across social platforms), engagement (post reach and post quality), and mentions (people talking about the brand).
In order to bake “social” into Carlsberg’s corporate mindset, these numbers needed to be widely recognized and speak to the company’s bigger business goals.
“Everything we have from social and digital is data-driven,” Martin explained. “The interesting part now is that we’ve integrated all data into an API where we can start looking at the correlation between tone of voice in digital and our brand health, and of course, our sales volume.”
But without a visual way to tell this story, to demonstrate social ROI, it would be too difficult to get buy-in. So, along with the product team and integration partner Mingler, Martin set out to build a custom dashboard.
The beer-inspired final product is a testament to Carlsberg’s creative spirit, and company-wide “Thirst For Great.” The dashboard highlights both social reach— paid, owned, and earned—and KPIs, along with four custom illustrations to provide an added contextual element.The corporate-wide impact cannot be overstated. Brandwatch President Ulrik Bo Larsen said: “These metrics are wall-mounted on a 70-inch flat screen at Carlsberg Group so they become much more relevant to everyone who works there. Even a few senior executives admitted to visiting the marketing team to find out why engagement levels dipped.”