IAB measurement


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  • thanks I'll take a look - I had to stick it here to fileshare it with NIna.
    Hopefully it will make sense to the assembled crowd at the IAB tomorrow.
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  • Nice one Katie! Looks an interesting case study and a great example of how to apply the IAB framework in real life.

    My one suggestion - if I could be so bold - would be to apportion the final results on page 27 into the '4 As'. So for example which of these results can you group together to indicate the Awareness of your community? Likewise, which of these KPIs represent how engaged they are with this community (Appreciation)? Are there any others you could use to dramatise engagement eg how many fans signed up, how many comments were posted, frequency of posts, discussion threads created, videos viewed etc.

    Hope that helps.
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IAB measurement

  1. 1. IAB Measurement Framework 25 th August 2009 Katie Streten Head of Strategy, Imagination/ Digital How can the IAB Social Media Measurement Framework work in practice?
  2. 2. <ul><li>Head of Strategy at Imagination/ Digital </li></ul><ul><li>Working in online environments since 1995 - Channel 4, Science Museum, Thomson Publishing </li></ul><ul><li>Key projects – FourDocs proto social network, Where are the Joneses? social media collaborative comedy </li></ul><ul><li>Member of the IAB (Internet Advertising Bureau) Social Media Council </li></ul><ul><li>What am I going to talk about? </li></ul><ul><li>Case study with reference to the IAB framework </li></ul>A bit about me
  3. 3. <ul><li>Social media is competing for media spend </li></ul><ul><li>Understanding what’s good, what’s not! </li></ul><ul><li>Improving and getting more creative </li></ul><ul><li>Establishing the efficacy of the industry </li></ul>Why do we need a framework for measurement?
  4. 4. What is Creative Spaces? A unique community that gives access to an unparalleled creative resource. Launched in 2009.
  5. 5. <ul><li>Social network </li></ul><ul><li>Inspirational videos </li></ul><ul><li>Content rich </li></ul><ul><li>Unique </li></ul><ul><li>Brand appropriate </li></ul><ul><li>9 clients, differing needs </li></ul>What is Creative Spaces?
  6. 6. What was the brief from the NMOLP? Launch this innovative new online community for creative/inspired people – through developing genuine, long-lasting relationships.
  7. 7. <ul><li>IAB framework </li></ul><ul><ul><li>I – intent </li></ul></ul><ul><ul><li>A – the 4 ‘a’s - awareness, appreciation, action, advocacy </li></ul></ul><ul><ul><li>B - benchmarking </li></ul></ul>So what is the framework?
  8. 8. <ul><li>Intent </li></ul><ul><li>What do you actually want to achieve? </li></ul><ul><li>Build awareness for a one-off event or series, generate buzz around stars/products, get the attention of your target market, encourage participation, promote your client’s company, do some research, divert a PR crisis, drive customer loyalty, influence opinion formers, create an ongoing community of fans, uncover customer insights </li></ul>How do you approach this kind of project?
  9. 9. <ul><li>Our intent </li></ul><ul><ul><li>Kick-start a small, authentic group of 45 super-users who will become Creative Spaces advocates </li></ul></ul>Devising our strategy
  10. 10. <ul><li>The 4 As </li></ul>How do you approach this kind of project? awareness Awareness of your social media activity appreciation Awareness of your social media activity action Solicits a response or influences a decision behaviour advocacy Creates WOM or advocacy
  11. 11. Community growth takes time I nfan c y L ots of idea s , little a c tion A doles c en c e B a ttle f or su r vi v al B r eakth r ough F ocu s , r oles and rules C onstru c ti v e a c tivi t y R espe c t and i n t e g r i t y M a tu r i t y A utho r i t y and v alue
  12. 12. <ul><li>Keen amateurs with a common interest </li></ul><ul><li>Community interest groups </li></ul><ul><li>Professional creatives </li></ul><ul><li>Collectors </li></ul><ul><li>Academics/Historians </li></ul><ul><li>Lifelong learners from 19 - 90 </li></ul>Who are the audience?
  13. 13. <ul><li>The 4 As and Creative Spaces </li></ul>How do you approach this kind of project? awareness 10% appreciation 10% action 50% advocacy 30%
  14. 14. Which spaces were chosen? Twitter Blogs F a c ebook T wit t er Q uestion s , i n vit a tion s , deb a t e s , g r oup s , 24 – 45+ S t a t eme n t s , i n vi t es r esea r ch, r ecruitme n t , lig h t t ouch c o n v ers a tions L onger c o n v ers a tion s , persona l , individuals and ad v oc a t es opinions and passions 21 – 90
  15. 15. <ul><li>Engaging with the existing groups, existing accounts </li></ul><ul><li>Enable cultural partners without Facebook presence to kick start their engagement </li></ul>Entering the conversation – Facebook
  16. 16. <ul><li>Engaging with the existing groups, existing accounts </li></ul><ul><li>Use the community for research – find bloggers, nodes of influence through searches and #tags and develop advocacy </li></ul>Entering the conversation – Twitter
  17. 17. <ul><li>Find appropriate blogs via other social media – Technorati, Delicious, Twitter, StumbleUpon, BlogPulse, socialmedialibrary.com </li></ul><ul><li>Narrow down interest groups – identify nodes </li></ul><ul><li>Approach with humility </li></ul><ul><li>Tailor the email to their interests </li></ul><ul><li>Be clear about the offer – beta testing </li></ul><ul><li>Give time </li></ul>Entering the conversation – Bloggers
  18. 18. Benchmarking What is this?
  19. 19. Benchmarking
  20. 20. Benchmarking
  21. 21. <ul><li>So what can we benchmark against? </li></ul><ul><li>Benchmark against your competitors Benchmark against previous projects Benchmark against other channels </li></ul><ul><li>Sometimes you are your own benchmark! </li></ul><ul><li>You also need to define types of engagement that really matter </li></ul>Benchmarking
  22. 22. <ul><li>And how can we define/choose KPIs? </li></ul><ul><li>social media platform </li></ul><ul><li>by 4As </li></ul><ul><li>by hard financial and soft metrics </li></ul>Benchmarking
  23. 23. <ul><li>The 4as and Hard financials </li></ul>Benchmarking Awareness Cost per impression (cpi) Appreciation Cost per Engagement (cpe) Action (cost per lead) Advocacy Cost per referral (cpr)
  24. 24. Benchmarking How might this work for podcasting?
  25. 25. <ul><li>The 4as and soft metrics </li></ul>How do you approach this kind of project? awareness Unique visitors Impressions, offline PR generated appreciation Number of subscribers, number of discussion threads, videos viewed, active users action Joining your network, competition entries, business enquiries advocacy Status updates, blog posts, business enquiries, participation enquiries
  26. 26. Measurement <ul><li>Platforms and soft metrics </li></ul><ul><li>action </li></ul><ul><li>No. Profiles created No. Groups formed No. Notebooks created No. Longevity of involvement </li></ul><ul><li>advocacy </li></ul><ul><li>No. Blog posts written No. Twitter updates </li></ul><ul><li>Link it to existing measures that work for your organisation. </li></ul>
  27. 27. Creative Spaces Achievements <ul><li>Targets 25 bloggers to engage </li></ul><ul><li>45 engaged super-users </li></ul><ul><li>Results </li></ul><ul><li>161 blogs contacted </li></ul><ul><li>24 blog mentions </li></ul><ul><li>127 mentions on Twitter reaching at total of 38912 followers </li></ul><ul><li>252 followers on Twitter </li></ul><ul><li>109 Facebook members </li></ul><ul><li>187 notebooks </li></ul><ul><li>57 groups </li></ul><ul><li>484 people of which 400 engaged users and c.84 museum professionals (900% exceeding the target) </li></ul>“ I was just contacted by this new site, Creative Spaces , which is like a museum community, and it looks like it could be really fun… I think it’s very promising!” http://18thcenturyblog.com/2009/04/creative-spaces
  28. 28. Images: With thanks to Flickr community, Fresh Networks, KWFortmeyer (estate agents) http://vna.nmolp.org/creativespaces/ Thank you for listening www.twitter.com/watusi http://www.linkedin.com/in/katiestreten Inoted.wordpress.com Katie Streten www.eyesponge.com