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The A-V-Q-A of
UGC: Metrics
Under standing UGC Measur ement to Better Maximize
Your Adver tising Ef fectiveness
David Berkowitz
Director of Emerging Media & Client Strategy
360i
February 4, 2009
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The A-V-Q-A of
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N N T itl
UGC: Metrics
I st
W d ie air
or te F itio to
Under standing UGC Measur ement n Better
W a
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Maximize Your Adver tising petfectiveness
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T ex t Com
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2
erP Berkowitz
Pow David
Director of Emerging Media & Client Strategy, 360i
February 4, 2009
2

YOU
WHAT DID DO
WHEN YOU HEARD
1549
WAS DOWNED BY
? 3
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My first response:
search Twitter
(search.twitter.com)
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There were links to
witnesses’ photos…
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…Along with mainstream
media coverage…
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…And links kept
getting shared days
after the bird strike.
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What’s great for
marketers: it’s all
measurable.
(image source: twist.flaptor.com)
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4 Ways to Measure UGC
1. ANECDOTES
2. VISUALIZATION
3. QUANTIFICATION
4. ANALYSIS
The focus of this talk is applying these four
measurement approaches to: blogs, Facebook (as
an indicator of social networks), and Twitter. 9
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ANECDOTES
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Google Blog Search Google Blog Search can
round up posts, filtered by
time period.
(blogsearch.google.com
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Facebook Groups Facebook Groups can
show consumers’ passion
for brands, and also their
concerns.
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Twitter Search Twitter Search provides
more candid, up-to-the-
minute thoughts on a
brand, its competitors, and
its industry.
(search.twitter.com)
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VISUALIZATION
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Vitrue’s Social Media Index
This index shows relative
scale and activity, and
can indicate where to
focus social media
marketing efforts.
(vitrue.com/smi) 15
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Facebook Lexicon Facebook Lexicon shows
trends of phrases used in
conversation in pubilc
areas on the site.
(facebook.com/lexicon)
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Marketers can compare
Facebook Lexicon
such social media trends
to search activity, such
as by overlaying Google
Trends data.
(google.com/trends)
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Twitter Tag Cloud
Tag clouds offer great
visuals to show who’s
buzzing about what.
(tinyurl.com/5kswu7)
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Doth Mine Tag Cloud Be True?
Tag Cloud for Shakespeare’s 154 Sonnets, via TagCrowd
Even Shakespeare can appear as
a tag cloud. There’s no iambic
pentameter here, just the most
popular keywords. (tagcrowd.com)
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NYT Twitter Chatter During Super Bowl LXIII
To see a dynamic tag cloud in action,
try the NY Times’ Super Bowl Twitter
Chatter feature and watch the tags
change over time. (tinyurl.com/bbqgv5)
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MEASUREMENT
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Blog Buzz Analysis
Blog Mentions for
“[Campaign Key Terms]”
This example from a report for
a marketer shows the volume
of blog buzz before and after a
social media campaign.
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Adonomics: Facebook Application Measurement
Adonomics is a great source
for comparing Facebook
application performance over
time. (adonomics.com)
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TweetVolume: Twitter Buzz
TweetVolume shows Twitter
buzz, such as here for five of the
deadly sins, but one can’t
narrow it down to a certain
timeframe. (tweetvolume.com)
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ANALYSIS
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=
“The Best Tool is You.” Some monitoring services can help,
but ultimately you need people analyzing the trends who
really understand your challenges and goals. No tool will
replace that.
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This example from a client-facing report
Blog Content Analysis shows analysis of blog sentiment and
categories for posts relating to a brand.
These are especially effective when
conducted periodically over time to
illustrate the impact of marketing.
Sentiment
Category
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Social Media Marketing Snapshot
One final example comes from a social media audit (the brand
audited is omitted) to show a one-page overview of a brand’s social
media presence. This is just a snapshot from a deeper report.
Engages with community Creative, interesting
~40 followers Minimal interaction, virality
Cute extension Good resource
Would be better as Fan Page Dry, text-heavy, hard to read
than profile
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Useful Links
Introduction
• Twitter Search: search.twitter.com
• Twist: twist.flaptor.com
Anecdotes
• Google Blog Search: blogsearch.google.com
Visualization
• Social Media Index: www.vitrue.com/smi
• Facebook Lexicon: www.facebook.com/lexicon
• Google Trends: www.google.com/trends
• Twitter Tag Cloud: www.brownphp.com
• TagCrowd: www.tagcrowd.com
• New York Times Twitter Chatter: www.nytimes.com
Quantification
• Blogpulse: www.blogpulse.com
• Adonomics: www.adonomics.com
• TweetVolume: www.tweetvolume.com
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Thanks!
David Berkowitz
Director of Emerging Media &
It’s Client Strategy
been fun,
but I’ve Blog: MarketersStudio.com
got to go
360i Blog: blog.360i.com
My
poke some people
on Facebook.
P: 212.703.7257
dberkowitz@360i.com
Twitter: @dberkowitz
MeeID.com/david
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