Using the IAB measuremen

IAB Social Media conference 25th February 2009 Simple social media marketing : Promoting Creative Spaces Katie Streten Head of Strategy, Imagination/ Digital 1

A bit about me — Head of Strategy at Imagination/ Digital — Working in online environments since 1995 - Channel 4, Science Museum, Thomson Publishing — Key projects – FourDocs proto social network, Where are the Joneses? social media collaborative comedy — Member of the IAB (Internet Advertising Bureau) Social Media Council What am I going to talk about? Case study with tips 2

What is Creative Spaces? A unique community that gives access to an unparalleled creative resource. Launched in 2009. 3

What is Creative Spaces? Social network Inspirational videos Content rich Unique Brand appropriate 9 clients, differing needs 4

What was the brief from the NMOLP? Launch this innovative new online community for creative/inspired people – through developing genuine, long-lasting relationships. 5

How do you approach this kind of project? IAB framework I – intent A – awareness, appreciation, action, advocacy B - benchmark 6

How do you approach this kind of project? Intent What do you actually want to achieve? Build awareness for a one-off event or series, generate buzz around your stars, get the attention of your target market, encourage participation, promote your production company, do some research, divert a PR crisis, get the attention of commissioning editors, create an ongoing community of fans 7

Devising our strategy Our intent Kick-start a small, authentic group of 45 super-users who will become Creative Spaces advocates 8

How do you approach this kind of project? The 4 As awareness appreciation Awareness of your Awareness of your social media activity social media activity action advocacy Solicits a response or influences Creates WOM or advocacy a decision behaviour 9

How do you approach this kind of project? The 4 As and Creative Spaces awareness appreciation 10% 10% action advocacy 50% 30% 10

How do you approach this kind of project? — 5000 videos are uploaded to YouTube every day — Of those 1% will reach 5000 views in 1 year 11

Community growth takes time Maturity Authority andvalue Constructive activity Respect and integri ty Breakthrough Focus, roles and rules Adolescence Battle for survival Infancy Lots of idea little a s, ction 12

Who are the audience? Keen amateurs with a common interest Community interest groups Professional creatives Collectors Academics/Historians Lifelong learners from 19 - 90 13

Social activit y around Light touch social, video content group acti vation, sharing Opinion, discussion Business Sharing, friend focused Conversational networking, business youth audience Relationship interest groups self-expression Short form – 140 cha racters Mass engageme nt Less asset sharing 15

Devising our strategy 16

What do the audience do in social spaces? http://www.forrester.com/Groundswell/profile_tool.html 17

So what approach? But the key to all social media is that these are personal spaces 18

“The Rules” of social media engagement 19

“The Rules” of social media engagement Good relationships Bad relationships Listening, responding Not listening Discussing, conversing Being dictatorial Long term and about both of us Short term and all about me Maintaining a relationship Rushing in and then disappearing Respectful Patronising 20

Which spaces were chosen? Questions, invitations, debates, Facebook groups, 24 – 45+ Twitter Twitter Statements, invites resea recruitment, light touch rch, conversations Longer conversations, persona l, Blogs individuals and ad vocates opinions and passions 21 – 90 21

Entering the conversation – Facebook — Don’t reinvent the wheel — Engaging with the existing groups, existing accounts — Enable cultural partners without Facebook presence to kick start their engagement 22

Entering the conversation – Twitter — Don’t reinvent the wheel — Engaging with the existing groups, existing accounts — Use the community for research – find bloggers, nodes of influence through searches and #tags and develop advocacy 23

Entering the conversation – Bloggers — Find appropriate blogs via other social media – Technorati, Delicious, Twitter, StumbleUpon, BlogPulse, socialmedialibrary.com — Narrow down interest groups – identify nodes — Approach with humility — Tailor the email to their interests — Be clear about your offer – beta testing — Give time 24

Measurement Benchmark To measure success you need to know what you intended to achieve. Benchmark against your competitors Benchmark against previous projects Benchmark against other channels Sometimes you are your own benchmark! You also need to define types of engagement that really matter 25

How do you approach this kind of project? benchmarking awareness appreciation Unique visitors Number of subscribers, Impressions, offline PR generated number of discussion threads, videos viewed, active users action advocacy Joining your network, Status updates, blog posts, competition entries, business business enquiries, participation enquiries enquiries 26

Measurement Benchmark action Profiles created Groups formed Notebooks created Longevity of involvement advocacy Blog posts written Twitter updates Link it to existing measures that work for your organisation. 27

Creative Spaces Achievements Targets 25 bloggers to engage 45 engaged super-users Results — 161 blogs contacted — 24 blog mentions — 127 mentions on Twitter reaching at total of 38912 followers — 252 followers on Twitter — 109 Facebook members — 187 notebooks “I was just contacted by this new site, Creative Spaces, which is — 57 groups 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 — 484 people of which 400 engaged users and c.84 museum professionals (900% exceeding the 28 target)

Conclusion Social network or blog sites are visited by three quarters of global consumers who go online – that’s c. 7billion people It’s not a question of whether social media is right for your idea. It’s a question of which social media platforms are right for your programme and then employing the right approach for your brand in that medium. 29

Thank you for listening http://vna.nmolp.org/creativespaces/ Katie Streten www.eyesponge.com www.twitter.com/watusi http://www.linkedin.com/in/katiestreten Inoted.wordpress.com Images: With thanks to Flickr community, Fresh Networks, KWFortmeyer (estate agents) 30

http://inoted.wordpress.com	13
http://selenachanlive.com	10
http://socialmediastrategy.org.uk	2

Using the IAB measuremen

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