Strategy and metrics for Online campaigns
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Strategy and metrics for Online campaigns

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At the measurement matters (#TTMM) social media conference, AlterSpark discussed the three metrics for social media engagement: people, position, and power. People are the actors who are party to a ...

At the measurement matters (#TTMM) social media conference, AlterSpark discussed the three metrics for social media engagement: people, position, and power. People are the actors who are party to a campaign or issue. Power is defined as a measure of online influence, persuasiveness, or ability to change outcomes in a debate or campaign. Position is a measure of opinions or sentiment. Numerous social media measurement services seek to measure these two metrics in one way or another. This presentation describes what these metrics are, how they can be measured, why they're important, and how e-campaigners use them to aid strategic decision making and daily operations.

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  • Exxon, BP, Shell Greenpeace, WWF, Oxfam
  • Degree Centrality This is a straight measure of the number of links to a node; it is based on the principle that the node with the most links must be the most important. As a limitation, this measure does not factor in the importance of network positioning, nor being connected to other well connected nodes. Consequently, degree centrality is considered a good, but limited measure and normally supplemented by other metrics. Closeness In some cases an actor may have many connections, but may be connected to a disconnected sub-network. This is sort of like being the tallest midget. To overcome this limitation, closeness measures how close one node is to all others. In other words, closeness measures how many hops a node must travel to reach all other nodes, and the node with the highest closeness is the best connected. Betweenness In some cases, a person does not need to be well connected to everyone in a network to be influential, nor do they need to be connected to well connected persons; rather, they just need to be positioned between persons who don't know each other. Betweenness measures a node's brokerage position, between disconnected nodes. In other words, it measures how well a given node is able to connect disconnected nodes, and benefit from their ignorance. This is the match makers measure. Coreness The inner circle, in-group, the elite--these are all terms that describe groups of individuals who are core to a given network or organization. They're the ones with access to information and who exert the most influence within networks. Capturing this notion, coreness is a measure that represents a core/periphery analysis which aims to break networks into the ‘in group' and ‘out group'.

Strategy and metrics for Online campaigns Strategy and metrics for Online campaigns Presentation Transcript

  • STRATEGY AND METRICS FOR ONLINE CAMPAIGNS 3Ps: players, power and position Brian Cugelman, PhD Managing Director, AlterSpark Content in this presentation may be used provided credit is attributed to: AlterSpark, www.alterspark.com 28 September 2010 Third Tuesday Measurement Matters Toronto, Canada
  • ONLINE CAMPAIGN CHALLENGES
    • ASSUMPTION: You know your target audiences and what you want them to think or do, but...
    • There are many segments online. Which is the “lowest hanging fruit”
    • There are too many networks, web locations, and channels
    • You’re not sure the most cost effective way to exert influence
    • You have too many opportunities and not enough resources
    • Competitions is fierce
  • THE 3PS: PLAYERS, POSITION, POWER
  • COMMON SOLUTION: KNOW YOUR3PS
    • Many solutions focus on three metrics: the 3Ps
      • Players: Actors, stakeholders, or target audiences
      • Position: Sentiment and opinion towards an issue
      • Power: Ability to influence others or shape outcomes
  • DESIGNING A CAMPAIGN WITH THE END IN MIND More Supportive Position Less SupportivePosition Less Power to Influence More Power to Influence A B C D E G F
  • CLIMATE GATE: WHO SUPPORTS AND OPPOSES THE CLIMATE SKEPTICS Supports CC Skeptics Opposes CC Skeptics More Powerful Less Powerful
  • HOW TO MEASURE THE 3PS
  • DEFINING PLAYERS
    • Depends on the application
    • Defining audiences online
      • Individuals: demographics, psychographics
      • Groups: political blocs, organizations, companies, social movements
      • Online objects: websites, webpage, blog, social media profiles
    • Can be difficult to define players online, especially across numerous online profiles
  • QUANTIFYING POWER: CONCEPT OF INFLUENCE Media Channel Based on Kats and Lazerfeld (1955) with a few modern adaptations Opponent Opinion Leader Supporter Opinion Leader - + 1 2 3 4 5
  • QUANTIFYING POWER: MEASURING INFLUENCE
  • MEASURING POSITION
  • MEASURING POSITION
    • Automatic sentiment detection (opinion mining)
      • Fast and can handle huge volumes of data, but…
      • 50% accuracy is no progress, 60% accuracy is like 10% correct
      • Good results for specific types of text and domains
      • Nobody has cracked automated sentiment detection, despite marketing hype
      • Lacks understanding, and depth of insight
    • Manual content analysis
      • More trustworthy, but…
      • Can be considered subjective, though inter-coder reliability and training can offer trustworthy results
      • Time consuming, though random sampling within an acceptable confidence interval can save time
  • APPLYING THE 3PS TO SOCIAL MEDIA CAMPAIGNS
  • USING THE 3PS FOR SOCIAL MEDIA ENGAGEMENT DECISIONS
    • Engage your powerful supporters
      • Strengthen and motivate your influential allies
      • Spread your message in a cost effective way
      • Self praise is not persuasive, but third party endorsements are
    • Engage some powerful critics with caution
      • Pre-emptive engagement can defend your campaign, brand, ideas, or reputation
      • Classify opponents, and determine whether and how to respond
      • Master e-diplomacy to soften, or win over critics
    • Monitor low power players
      • Don’t prioritize low power players, so you can invest in players that matter
      • Only engage low power players for exceptions or with bulk means
      • Monitor low power players in the long tail to catch the fast rising players
  • INFLUENCE MAPPING SERVICES
    • AlterSpark provides influence mapping services to help organizations plan, monitoring, and evaluate their online outreach campaigns
    • For more information, visit www.alterspark.com
  • CONTACT US
    • Brian Cugelman, PhD
    • Managing Director, AlterSpark
    • Phone: +1 (416) 921-2055
    • [email_address]
    www.AlterSpark.com @AlterSpark alterspark alterspark alterspark