BlueGlassX - Transforming Your Visitors Into a Dedicated Community By Simon Heseltine

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  • 1. BlueGlassXTampa BayTransforming your visitors into a dedicated and passionate communityPresented By:Simon HeseltineDirectorTwitter: @simonheseltineAIM: SimonHeseltineDec 4, 2012
  • 2. Tampa Bay Dec 4th @simonheseltineSlide Header Here
  • 3. Tampa Bay Dec 4th @simonheseltineAgenda1. External Communities2. Internal Communities3. The Perfect fellow panelists Make fun ofComment
  • 4. Tampa Bay Dec 4th @simonheseltineBuilding and growingexternal communities
  • 5. Tampa Bay Dec 4th @simonheseltine
  • 6. Tampa Bay Dec 4th @simonheseltine
  • 7. Tampa Bay Dec 4th @simonheseltine
  • 8. Tampa Bay Dec 4th @simonheseltineThe most linked to sites on twitter http://mashable.com/2012/08/16/twitter-day-in-the-life-infographic/
  • 9. Tampa Bay Dec 4th @simonheseltine
  • 10. Tampa Bay Dec 4th @simonheseltine
  • 11. Tampa Bay Dec 4th @simonheseltine
  • 12. Tampa Bay Dec 4th @simonheseltine Facebook interactionsThe publishers with the greatest number of stories with over 100 Facebook interactions in the monthof September 2012, as measured on October 1, 2012 http://www.buzzfeed.com/mattbuchanan/the-biggest-sites-in-social-publishing
  • 13. Tampa Bay Dec 4th @simonheseltine Facebook interactionsThe publishers with the greatest number of Facebook interactions through October 1, 2012 http://www.buzzfeed.com/mattbuchanan/the-biggest-sites-in-social-publishing
  • 14. Tampa Bay Dec 4th @simonheseltineCase Study
  • 15. Tampa Bay Dec 4th @simonheseltineNielsen Connected Devices Study Q2 2012
  • 16. Tampa Bay Dec 4th @simonheseltineThe State of the Union 284 likes, 63 comments, 11 shares
  • 17. Tampa Bay Dec 4th @simonheseltineThe State of the Union 1209 likes, 94 comments, 131 shares
  • 18. Tampa Bay Dec 4th @simonheseltineThe State of the Union 1986 likes, 221 comments, 165 shares
  • 19. Tampa Bay Dec 4th @simonheseltineThe State of the Union 3883 likes, 294 comments, 395 shares
  • 20. Tampa Bay Dec 4th @simonheseltineThe State of the Union 5838 likes, 437 comments, 1217 shares
  • 21. Tampa Bay Dec 4th @simonheseltineThe State of the Union 32,694 likes, 2,525 comments, 4,268 shares
  • 22. Tampa Bay Dec 4th @simonheseltineEngagement Measures# Tweets# ReTweets# Likes# Shares# Comments# Click Actions# Page Views
  • 23. Tampa Bay Dec 4th @simonheseltineFanning the Flames of EngagementQuestions to ask:•What to retweet•When to retweet it•What account(s) to retweet from
  • 24. Tampa Bay Dec 4th @simonheseltineFanning the Flames of Engagement
  • 25. Tampa Bay Dec 4th @simonheseltineFanning the Flames of EngagementQuestions to ask:•What to retweet•When to retweet it•What account(s) to retweet from
  • 26. Tampa Bay Dec 4th @simonheseltineFanning the Flames of EngagementQuestions to ask:•What to retweet•When to retweet it•What account(s) to retweet from
  • 27. Tampa Bay Dec 4th @simonheseltineBuilding and growinginternal communities
  • 28. Tampa Bay Dec 4th @simonheseltine
  • 29. Tampa Bay Dec 4th @simonheseltine
  • 30. Tampa Bay Dec 4th @simonheseltine
  • 31. Tampa Bay Dec 4th @simonheseltine
  • 32. Tampa Bay Dec 4th @simonheseltine
  • 33. Tampa Bay Dec 4th @simonheseltineSocial & The Huffington Post
  • 34. Tampa Bay Dec 4th @simonheseltine
  • 35. Tampa Bay Dec 4th @simonheseltine
  • 36. Tampa Bay Dec 4th @simonheseltine
  • 37. Tampa Bay Dec 4th @simonheseltine
  • 38. Tampa Bay Dec 4th @simonheseltine
  • 39. Tampa Bay Dec 4th @simonheseltine
  • 40. Tampa Bay Dec 4th @simonheseltineComment stats 70% of our comments are replies to other people Over 1,000 of the community members who signed up in first the 6 months of HuffPost’s existence still comment more than once a week today.
  • 41. Tampa Bay Dec 4th @simonheseltineSocial & The Huffington Post August 2011 Huffington Post passed the 100mm comment milestone Jan 2012 Passed the 130mm comment milestone April 2012 Passed the 150mm comment milestone Oct 2012 Passed the 200mm comment milestone
  • 42. Tampa Bay Dec 4th @simonheseltineResearch Time: The perfect comment
  • 43. Tampa Bay Dec 4th @simonheseltineA typical comment
  • 44. Tampa Bay Dec 4th @simonheseltineWe chose conjoint to evaluate comments based on the sum of their components We are the first to apply conjoint to sequence the DNA of comments
  • 45. Tampa Bay Dec 4th @simonheseltineComment DNA Clarity of thought Original article criticism Links to external sources Adherence to party line Fact-based comment Relevance Icon Name Geography Number of favorites/likes Number of fans Grammar Super user Humor Badges
  • 46. Tampa Bay Dec 4th @simonheseltineComment DNA Fact-based comment • Solid facts • Abstract notions • Facts & notions
  • 47. Tampa Bay Dec 4th @simonheseltineComment DNA Clarity of thought • Not focused/clear • Somewhat focused/clear • Very focused/clear
  • 48. Tampa Bay Dec 4th @simonheseltineComment DNA Original article criticism • Praise • Neutral • Critical
  • 49. Tampa Bay Dec 4th @simonheseltineComment DNA Name • Full name • Username/nickname • Anonymous
  • 50. Tampa Bay Dec 4th @simonheseltineComment DNA Icon • Author picture • Non-human/avatar/cartoon • No picture (default icon) • Feature not available
  • 51. Tampa Bay Dec 4th @simonheseltineComment DNA Adherence to party line • Democratic • Counter-Democratic • Republican • Counter-Republican • Libertarian • Non-Partisan/Independent
  • 52. Tampa Bay Dec 4th @simonheseltineComment DNA Grammar • Less than elementary school • Elementary/middle school • High school • Collegiate +
  • 53. Tampa Bay Dec 4th @simonheseltineComment DNA INDIVIDUAL SUBSTANCE RELATIONSHIP TO CONTENT Clarity of thought Original article criticism Links to external sources Adherence to party line Fact-based comment Relevance PERSONAL IDENTITY Icon COMMUNITY INVOLVEMENT Name Number of favorites/likes Geography Number of fans STYLE Super user Grammar Badges Humor
  • 54. Tampa Bay Dec 4th @simonheseltine• Online survey • Self selected article of interest• 1351 readers of target sites – NY Health Exchange• 18+, US only – Romneycare – Unhinged congressman• Age, gender and geographically – Debt collectors balanced
  • 55. Tampa Bay Dec 4th @simonheseltineRate 16 comments on 9 dimensions each, 5 point scaleEMOTIONAL RESPONSE GENERAL QUALITY ACTION ORIENTED• Thought provoking • High quality • Makes me want to join• Makes me angry • Enhances the article the conversation• Added to/changed • Trustworthy • Makes me want to read my perspective more comments • Informative
  • 56. Tampa Bay Dec 4th @simonheseltineRate 16 comments on 9 dimensions each, 5 point scaleEMOTIONAL RESPONSE GENERAL QUALITY ACTION ORIENTED• Thought provoking • High quality • Makes me want to join• Makes me angry • Enhances the article the conversation• Added to/changed • Trustworthy • Makes me want to read my perspective more comments • Informative
  • 57. Tampa Bay Dec 4th @simonheseltineRate 16 comments on 9 dimensions each, 5 point scaleEMOTIONAL RESPONSE GENERAL QUALITY ACTION ORIENTED• Thought provoking • High quality • Makes me want to join• Makes me angry • Enhances the article the conversation• Added to/changed • Trustworthy • Makes me want to read my perspective more comments • Informative
  • 58. Tampa Bay Dec 4th @simonheseltineThe Results? Number of Fans 6% Badges 5% Community involvement = 19% Number of… 5% Super user 3% Geography 8% Icon 7% Personal identity = 19% Name 4% Grammar level 4% Humor 3% Style = 7%Adherence to party line 21%Original article criticism 16% Relationship to content = 42% Relevance 5% Clarity of thought 10% Fact-based comment 3% Individual substance = 14% Links to articles 1%
  • 59. Tampa Bay Dec 4th @simonheseltineStyle = not very important (7%) Grammar levelHumor Less than Elementary School -1.57Yes -0.13 Elementary / Middle School 0.32No 0.13 High School 0.53 Collegiate or more 0.72
  • 60. Tampa Bay Dec 4th @simonheseltine Individual Substance = mildly important (14%)Fact-based comment Links to external sources/articlesSolid facts 0.13 Included -0.05Abstract notions -0.12 Not included 0.05Facts & notions -0.01 Clarity of thought Not focused/clear -0.46 Somewhat focused/clear -0.04 Very focused/clear 0.50
  • 61. Tampa Bay Dec 4th @simonheseltine Community involvement = somewhat important (19%)Number of favorites/likes/votes Number of fans0 -0.21 0 -0.281-5 -0.01 1 - 99 -0.086+ 0.22 100 - 999 0.06Feature not available 0.00 1000+ 0.29 Feature not available 0.00Badges0 Badges -0.25 Super user1 Badge -0.02 Super user / Top commenter -0.11More than 1 Badge 0.26 Not Super user / Feature 0.11Feature not available/not using -0.25 Feature not available -0.17
  • 62. Tampa Bay Dec 4th @simonheseltine Personal Identity = somewhat important (19%)NameFull Name 0.20Username / Nickname 0.00Anonymous -0.20 Geography Specific location 0.23 General location 0.12 Job/School 0.14Icon Presence Nothing / Feature not available -0.50Author picture 0.38Non-human/avatar/cartoon 0.34no picture (default icon) -0.12Feature not available -0.33
  • 63. Tampa Bay Dec 4th @simonheseltine Relationship to Content = very important (42%) Original article criticism Praise -0.99Adherence to party line Neutral 0.47Democratic -0.51 Critical 0.53Counter-Democratic -0.05Republican -0.45Counter-Republican -0.02 RelevanceLibertarian -0.50 Relevant 0.23Non-Partisan/Independent 1.54 Little relevancy 0.00 Not relevant at all -0.22
  • 64. Tampa Bay Dec 4th @simonheseltine Applying the maths to comments Comment 1 Comment 2Identity Username/nickname Full nameGeography Specific location Specific locationIcon presence No picture (default icon) Author pictureBadges More than 1 badge 0 badgesNumber of fans 1-99 0Number of favorites/likes/votes 6+ 0Super user Feature not available Not super user/featureGrammar level 9-12th grade level 9-12th grade levelHumor No NoClarity of thought Somewhat focused/clear Very focused/clearOriginal article criticism Praise NeutralFact-based comment Abstract notions Abstract notionsLinks to articles Not included Not includedAdherence to party line Counter-Democratic Counter-DemocraticIrrelevant off-track Not relevant at all RelevantMakes me want to read more comments 1.18 3.01
  • 65. Tampa Bay Dec 4th @simonheseltineKey Findings on Comments• Readers turn to comments for additional info / perspectives• Readers like to associate an image with a commenter• Facts are less important than reaction
  • 66. Tampa Bay Dec 4th @simonheseltineMeasuring communities• 8 sites x 40 articles x 10 comments = 3200 total comments coded• “Makes me want to read more comments” – Huffington Post = 4% over average – Best: USA Today = 23% over average – Worst: Fox News = 21% below average
  • 67. Tampa Bay Dec 4th @simonheseltineApplications for Community Managers• Diagnose community health. Strengths and weaknesses• Benchmark versus competitors• What users and actions should be encouraged
  • 68. BlueGlassXTampa BayTransforming your visitors into a dedicated and passionate communityWas presented By:Simon HeseltineDirectorTwitter: @simonheseltineAIM: SimonHeseltineDec 4, 2012