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Somatica Brand Blogger Engagement Research Methodology


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Digital Brand Engagement - a methodology for establishing the quality of your brand's online interaction with the influencing consumers within your industry.

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Somatica Brand Blogger Engagement Research Methodology

  1. 1. Brand & Blogger Engagement aka How Brands need to embrace the Blogosphere 26th March 2009
  2. 2. Summary Abstract Online marketing has typically followed the tradition of offline marketing - One way broadcasting - “Push” Social media provides interactive platforms for anyone to have a voice online. Two way communication is now possible and the consumer is not afraid to voice their opinions, which in turn influences other like minded people. Brands are being forced to change their engagement strategy. There is no recognised blueprint…some are lost!
  3. 3. Some Definitions…just in case! Brand: A major business heavily using the Internet to engage with their consumers Blog: A web log/web site/social medium offering an interactive communication platform Blogger: An individual that actively maintains their own blog and contributes to others
  4. 4. Some Facts to Set the Scene *105 Million Blogs as of 24th March 2009 • 34,000 added the previous 24 Hours *77% of Internet users read blogs regularly *1.4 Billion “tweets” on Twitter to date • Twitter is a Micro-blog *2 Billion searches in Google a day • 1 Trillion URLs indexed by Google What is Social Media? • 34 definitions on
  5. 5. Methodology Starting Point: Brands • Your Brand • An equivalent Benchmark Brand Identify influential active Bloggers • Associated with your Industry Sector • Identify these based upon Technorati and Google Rankings Then undertake quantitative and qualitative analysis…
  6. 6. Don’t dive in! First… Understand behaviour in detail • Get to know the bloggers’ Values • Motivation • Behaviour • Influence • Monitor, observe, listen, analyse • Before you decide to dive in • Actions speak louder than words •
  7. 7. Bloggers Qualitative Measures: Quantitative Metrics: Content: Fact, opinion, Reach: Number of plagiarism/originality, other Readers/Followers for each target blog Sentiment: Positive, negative or neutral Authority: (Technorati methodology) number of Motivation: Belonging, Self links and age of links esteem, Self actualisation. Money! Ranking: Position held in search engines Interaction: Links with other bloggers, Buzz: Number of visits, comments and activity Value: Is content referenced elsewhere, is it helpful
  8. 8. Your Brand…and your competitors Qualitative Measures: Quantitative Metrics: Content: What are the brands Name: Number of times saying? Defensive, helpful, brand is mentioned, which brands are other. mentioned Tone: Dominant, peer to peer, subservient, Interaction: Which brands interact when Timing: Proactive, reactive, they are mentioned. Who: Who is representing the Engagement: How many brand? Seniority, agency blogs does each brand Outcomes: How does each interact with; number dialogue conclude? +ve, -ve, and frequency of neutral. comments Neuroscience research?
  9. 9. Observations about Twitterers “Twittering stems from a lack of identity. It’s a constant update of who you are, what you are, where you are. Nobody would Twitter if they had a strong sense of identity” Oliver James, Clinical Psychologist “Using Twitter suggests a level of insecurity whereby, unless people recognise you, you cease to exist.” Dr David Lewis, Cognitive Neuropsychologist “Twitter is like a giant baby monitor. The person writing wants to be at the forefront of your mind, nothing more.” Alain de Botton, Author of Status Anxiety But should Brands take them seriously?
  10. 10. Blogger Motivation v Value of Content Is Value of Content proportional to Blogger Motivation? Motivation Value Is there a pattern associated with the “noise:value” ratio? Noise Value
  11. 11. Does Any of This Matter to Your Brand? Is the fact that a comment is “out there” on the web enough for your Brand to take notice? How does Sentiment, Authority, Reach, Buzz Volume play a part? • I.e. do -ve comments have a bigger impact than +ve? • Or do all comments have equal influence?
  12. 12. Benchmark Brands Some Perceived Benchmark Brands: Top 10 Brands • smartest-brands/ Dell has 88 Twitter Channels….one of which netted over $1Million for them in 2008. • Check out Skittles •
  13. 13. Key Assumption Avoidance People can’t always consciously articulate the reasons for their behaviour Sometimes they aren’t prepared to say what they really feel due to cultural and social reasons • Surface structure is modified in three ways*:- • Generalisation • Deletion • Distortion • This is extremely difficult to spot * Bandler & Grinder (1976) The Structure of Magic 1 - Science & Behaviour Books, p 13- 20
  14. 14. Digital Brand Engagement Journey Advocacy Interest Awareness Experience Commit? Opponent Go elsewhere or come back later On Site Off Site Off Site
  15. 15. Ignore this! (It takes no account of the social web) “The Eric Pietersen Engagement Model” Click-Depth Index (Ci) is the percent of sessions having more than “n” page views divided by all sessions. Recency Index (Ri) is the percent of sessions having more than “n” page views that occurred in the past “n” weeks divided by all sessions. The Recency Index captures recent sessions that were also deep enough to be measured in the Click-Depth Index. Duration Index (Di) is the percent of sessions longer than “n” minutes divided by all sessions. Brand Index (Bi) is the percent of sessions that either begin directly (i.e., have no referring URL) or are initiated by an external search for a “Branded” term divided by all sessions (see additional explanation below)* Feedback Index (Fi) is the percent of sessions where the visitor gave direct feedback via a Voice of Customer technology divided by all sessions Interaction Index (Ii) is the percent of sessions where the visitor completed one of any specific, tracked events divided by all sessions Loyalty Index (Li) is scored as “1” if the visitor has come to the site more than “n” times during the time- frame under examination (and otherwise scored “0”) Subscription Index (Si) is scored as “1” if the visitor is a known content subscriber (i.e., subscribed to my blog) during the time-frame under examination (and otherwise scored “0)
  16. 16. Outcome for Your Brand Create an engagement model that: • Includes the social web • Analyses and outlines the key influencing and value factors of the consumer’s/consumers’ blog posts and comments • Provides a framework for your Brand to follow • to improve the quality of consumer engagement via the social web • benefiting both your consumer and your brand To help you improve the quality of your online brand experience for your consumer
  17. 17. Contact Us