• Save

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Measuring conversation and community

on

  • 2,698 views

 

Statistics

Views

Total Views
2,698
Views on SlideShare
2,546
Embed Views
152

Actions

Likes
5
Downloads
0
Comments
0

4 Embeds 152

http://webyogi.co.uk 138
http://www.webyogi.co.uk 12
http://tealady.soup.io 1
https://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Measuring conversation and community Measuring conversation and community Presentation Transcript

  • valuing the impact of online engagement
    AMA digital marketing day / london / nov 2010
    jenni lloyd / nixonmcinnes
    http://www.flickr.com/photos/worldofoddy/455849076/
    http://www.flickr.com/photos/reidab/4395539827/
  • I’m Jenni Lloyd -designer, geek, tea drinker, mother and strategist
    http://www.flickr.com/photos/minafresh-amanda/53443429/
  • Who are NixonMcInnes?
    a democratically-run consultancy helping large organisations develop better relationships with the people who matter to them
    http://www.flickr.com/photos/sjdunphy/604473681/
  • social behaviours
    digital tools
  • Why am I here?
    23partners
    Action Research Project“How to measure success online?”
    British Library / Science Museum / Birmingham Museums & Art Gallery / Tate / British Museum / Kew /
    National Maritime Museum / Imperial War Museum / National Portrait Gallery / Watershed / Royal
    Shakespeare Company / National Museums Scotland / National Museums Wales / Design Museum /
    National Gallery / English Heritage / DCMS / Arts Council of England / Heritage Lottery Fund /
    Museums Libraries & Archives Council (MLA) / University of Leicester / Nesta
  • Today I will mostly be sharing…
    A framework for measuring social media
    A little bit about measuring conversation
    Some ideas for capturing and visualising conversation
    http://www.flickr.com/photos/nhall/969344378/
  • Don’t drown in numbers
    Actionable insight!
    http://www.flickr.com/photos/sjdunphy/604473681/
  • http://www.flickr.com/photos/annnna/2228189828
    Why are you doing what you’re doing?
  • First, agree on what you’re trying to achieve
    http://www.flickr.com/photos/peterfuchs/1239399915
  • Next, map outcomes to those objectives
    http://www.flickr.com/photos/
  • http://www.flickr.com/photos/
    Next, map outcomes to those objectives
  • Figure out what you could measure
    Which ones can illustrate your outcomes?
    http://www.flickr.com/photos/hangdog/25867917/
  • Put the right metrics in the right buckets
    Protect brand
    reputation
    Increase brand awareness
    Drive consideration
    Turn customers into advocates
    Outcomes
    Fewer negative brand mentions.
    Fast response to enquiries.
    Outcomes
    More people finding us in social spaces.
    Outcomes
    More brand term searches, more traffic / sales referred from social channels.
    Outcomes
    People talking positively & telling others about us online.
    KPIs
    • # negative brandmentions.
    • Av response time
    KPIs
    • Facebook Page views
    • YouTube video views
    • # brand searches
    KPIs
    • # brand searches
    • % new visits referred from social channels.
    KPIs
    • Increased positive mentions
    • Increase share of voice
    • Facebook likes
    • interactions per post
    • YouTube embeds
    • RTs / @replies
    http://www.flickr.com/photos/worldofoddy/455849076/
  • Correlation not causation (probably)
    Overlay data sets & annotate activity
    Graphs from Oliver Blanchard, the BrandBuilderhttp://www.slideshare.net/asevillia/oliver-blanchards-basics-of-social-media-roi
    http://www.flickr.com/photos/daynoir/2181296740/
  • http://www.flickr.com/photos/sea-turtle/4955231903
    Segment the socially engaged traffic
    Look for differences in behaviour
  • http://www.flickr.com/photos/corneveaux/2496872324
    Give yourself a target!
  • Take-aways
    Measuring social media activity shouldn’t be about the tools; social technologies are tools to better help you achieve your objectives.
    It’s easy to get lost in the increasing number of stats available, but focus on why you’re using them and generating insight you can act on.
    http://www.flickr.com/photos/
  • Take-aways
    The objectives and metrics used will need to be scrutinised, amended and added to over time.
    Keeping a monthly log should be enough, otherwise it becomes too time consuming.
    Before campaigns/events create benchmark reports and evaluate change after to judge the impact the activity had.
    http://www.flickr.com/photos/
  • Listening in
    What has an impact?
    Reputation management
    How much?
    ?
    Should we care?
    Happy or unhappy?
  • Audience insight
    How much chatter compared to our competitors?
    What kind of sites host conversations about us?
    Which sites are important/successful - how can we build relationships?
  • A story about TV
    Back in the days of three channels, telly was communal.
We all watched the same thing - & talked about it the next day.
    Programmes were events.
    http://www.digital-tv.co.uk/blog/wp-content/uploads/2008/11/totp-300x276.jpg
  • Sharing experiences online
    but now we have 100s of channels people are finding new ways of sharing telly events
    http://www.digital-tv.co.uk/blog/wp-content/uploads/2008/11/totp-300x276.jpg
  • and because the conversation’s takingplace on an open platform we can start extracting the data and doing interesting things with it
    http://www.guardian.co.uk/football/world-cup-match-replay
  • We can understand how people are watching TV and ‘hear’ what they think as they tweet it
    http://datacopter.labs.nixmc.com/static/bb11/
  • We can build conversations into programming and get live feedback on air
    http://howtosavebillions.channel4.com
  • Thank you for listening :)
    twitter.com/jennilloyd
    http://www.flickr.com/photos/worldofoddy/455849076/