iCrossing: NMAlive presentation on engagement measurement
by Antony Mayfield
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This presentation covers iCrossing's vision for engagement, our Framework for Measuring Engagement, some case studies and applications.
This presentation covers iCrossing's vision for engagement, our Framework for Measuring Engagement, some case studies and applications.
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John Baker
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...that lost its way
The culprits
overuse
abuse
misdirection and charlatan-ese
Fragile moment, a sapling definition that has so much hope attached to it, maybe too much
Definition
Demonstrate meaning / make meaning
Evidence
Change for the better
ROI
That has meant making meaning, real meaning: insights backed up by data.
Three types of engagement, each with its own aggregate score, feeding an overall “engagement score”. Each category’s score reflects a collection (these are examples) of data that indicate user behaviours.
Involvement: Are people coming
to the site & playing the game?
Interaction: How far do they get in the game, do they come back, do they interact with other users and Channel 4?
Intimacy: What do they feel about the game, do they bookmark it?
Influence: How far do users spread knowledge of the game through associated networks?
We collected data over the lifetime of the project so that we could report on trends and tie this into to stories that we could see happening online.
It is this combined NUMBERS AND STORIES approach that has really resonated with clients.
See icrossing.co.uk/our-work for this case study or email me if you are interested in learning more about Forrester’s case study on this project.
The combination of the Measurement Framework, and network mapping tools meant that we were able to track the growing network around the game: what was driving links and in what context.
This series of network maps shows the network growth around specific posts on the Disarming Britain blog – a social space to support the TV season.
The green dots show blog posts – and the red, incoming links to those posts.
As more posts have appeared on the blog, it has allowed us to evaluate the effectiveness of content at a granular level – where specific pieces of content are generating links from, from which types of sites and in what context.
See icrossing.co.uk/our-work for this case study.
Technology: Maps & monitoring
Strategy:
Engagement measurment
For example:
The link value calculated where Inventory might be £10 per 1,000 unique page views
And the Link value calculated using a nominal value for each link – based on a standard value that might be paid when buying links.
Except in this case the combined value of links and visits from social media sites alone.
We get closer to and connect with real ROI
Important to measure cost savings (e.g. preventing calls to contact centres) as well as revenue generation
The next task is to build clients’ confidence in these metrics, so that they can invest in them with the same certainty that they can.
Perhaps there is an integration challenge with econometrics.
Certainly scale is an issue in integrating these.
I believe that social data, engagement evaluation can go much further.
As Alan Moore of SMLXL says, “social data is the black gold of the 21st century”.
The way that this valued, valuable information flows around organisations will be redefine how they work in the 21st century.