Measuring conversation and communityPresentation 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/
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
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/