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Measuring conversation and community

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  • 1. © nixonmcinnes 2010 jenni lloyd / nixonmcinnes AMA digital marketing day / london / nov 2010 valuing the impact of online engagement http://www.flickr.com/photos/worldofoddy/455849076/ http://www.flickr.com/photos/reidab/4395539827/
  • 2. © nixonmcinnes 2010 http://www.flickr.com/photos/minafresh-amanda/53443429/ I’m Jenni Lloyd - designer, geek, tea drinker, mother and strategist
  • 3. © nixonmcinnes 2010 Who are NixonMcInnes? http://www.flickr.com/photos/sjdunphy/604473681/ a democratically-run consultancy helping large organisations develop better relationships with the people who matter to them
  • 4. © nixonmcinnes 2010 digital tools social behaviours
  • 5. © nixonmcinnes 2010 Why am I here? 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 23partners Action Research Project “How to measure success online?”
  • 6. © nixonmcinnes 2010 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/
  • 7. © nixonmcinnes 2010 Don’t drown in numbers http://www.flickr.com/photos/sjdunphy/604473681/ Actionable insight!
  • 8. © nixonmcinnes 2010 http://www.flickr.com/photos/annnna/2228189828 Why are you doing what you’re doing?
  • 9. © nixonmcinnes 2010 First, agree on what you’re trying to achieve External Internal 1. Increase brand awareness within target audiences 2. Turn audiences into advocates 3. Engage with and influence target audiences 1. Protect your brand reputation 2. Turn employees into advocates 3. Reduce the cost of attracting visitors http://www.flickr.com/photos/peterfuchs/1239399915
  • 10. © nixonmcinnes 2010 Next, map outcomes to those objectives External 1. Increase brand awareness amongst target audiences = More people finding you online 2. Turn audiences into advocates = People talking and telling others about you online 3. Engage with and influence our target audiences = People actively engaging with you online http://www.flickr.com/photos/
  • 11. © nixonmcinnes 2010 http://www.flickr.com/photos/ Next, map outcomes to those objectives Internal 1. Protect brand reputation = Fewer negative brand mentions online; fast response to any that occur 2. Turn our employees into advocates = Trained, empowered staff initiating & responding to conversations Staff across touchpoints being aware of and promoting brand in social spaces Staff generating compelling, conversation-worthy content and sharing it in social spaces 3. Reduce cost of sales = Brand activity supports paid search to create cost efficient traffic Improvement in organic ranking
  • 12. © nixonmcinnes 2010 Figure out what you could measure Facebook Page views New fans Likes Comments Interactions per week Active fans Twitter New followers @replies Retweets YouTube Channel subscribers Channel views Total upload views Comments on videos Forums Page views Unique visitors Threads Replies Referrals to websites Buzz Mentions Message resonance Sentiment Share of Voice Brand Perception Awareness Preference Satisfaction Brand searches Web/blog traffic Click throughs Visits referred Repeat visits Content views/downoads Behaviour Sales Registration Conversion Cost per lead Value per sale http://www.flickr.com/photos/hangdog/25867917/ Which ones can illustrate your outcomes?
  • 13. © nixonmcinnes 2010 http://www.flickr.com/photos/worldofoddy/455849076/ Put the right metrics in the right buckets Protect brand reputation Outcomes Fewer negative brand mentions. Fast response to enquiries. Increase brand awareness Outcomes More people finding us in social spaces. Drive consideration Outcomes More brand term searches, more traffic / sales referred from social channels. Turn customers into advocates Outcomes People talking positively & telling others about us online. KPIs • # negative brand mentions. • 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
  • 14. © nixonmcinnes 2010 Correlation not causation (probably) http://www.flickr.com/photos/daynoir/2181296740/ Overlay data sets & annotate activity Graphs from Oliver Blanchard, the BrandBuilder http://www.slideshare.net/asevillia/oliver-blanchards-basics-of-social-media-roi
  • 15. © nixonmcinnes 2010 http://www.flickr.com/photos/sea-turtle/4955231903 Segment the socially engaged traffic Look for differences in behaviour
  • 16. © nixonmcinnes 2010 http://www.flickr.com/photos/corneveaux/2496872324 Give yourself a target!
  • 17. © nixonmcinnes 2010 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/
  • 18. © nixonmcinnes 2010 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/
  • 19. © nixonmcinnes 2010 Listening in Reputation management How much? Happy or unhappy? Should we care? What has an impact? ?
  • 20. © nixonmcinnes 2010 What kind of sites host conversations about us? Audience insight How much chatter compared to our competitors? Which sites are important/successful - how can we build relationships?
  • 21. © nixonmcinnes 2010 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
  • 22. © nixonmcinnes 2010 Sharing experiences online http://www.digital-tv.co.uk/blog/wp-content/uploads/2008/11/totp-300x276.jpg but now we have 100s of channels people are finding new ways of sharing telly events
  • 23. © nixonmcinnes 2010 http://www.guardian.co.uk/football/world-cup-match-replay and because the conversation’s taking place on an open platform we can start extracting the data and doing interesting things with it
  • 24. © nixonmcinnes 2010 http://datacopter.labs.nixmc.com/static/bb11/ We can understand how people are watching TV and ‘hear’ what they think as they tweet it
  • 25. © nixonmcinnes 2010 http://howtosavebillions.channel4.com We can build conversations into programming and get live feedback on air
  • 26. © nixonmcinnes 2010 Thank you for listening :) twitter.com/jennilloyd http://www.flickr.com/photos/worldofoddy/455849076/