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Measuring conversation and community

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    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/