iCrossing: NMAlive presentation on engagement measurement

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This presentation covers iCrossing's vision for engagement, our Framework for Measuring Engagement, some case studies and applications.

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  • A once proud word...
    ...that lost its way
    The culprits
    overuse
    abuse
    misdirection and charlatan-ese
  • *At this stage the challenge is to give the word engagement meaning and defend it.
    Fragile moment, a sapling definition that has so much hope attached to it, maybe too much
    Definition
    Demonstrate meaning / make meaning
  • Engagement, treated seriously can change a business (starting with marketing)
  • In his “Art of the Start” book...
  • For businesses "making meaning" is about demonstrating difference
    Evidence
    Change for the better
    ROI
  • The past four years at iCrossing have been about making engagement real.

    That has meant making meaning, real meaning: insights backed up by data.
  • Stories and numbers is a mantra in our approach to
  • This diagram encapsulates our approach to measuring engagement.

    Three types of engagement, each with its own aggregate score, feeding an overall “engagement score”. Each category’s score reflects a collection (these are examples) of data that indicate user behaviours.
  • To my (admittedly unscientific) mind there are three crucial elements to developing an effective approach to evaluating engagement.
  • In this case we broke the metrics down into 4 groups according to Forresters Engagement Metrics Model.
    Involvement: Are people coming
    to the site & playing the game?
    Interaction: How far do they get in the game, do they come back, do they interact with other users and Channel 4?
    Intimacy: What do they feel about the game, do they bookmark it?
    Influence: How far do users spread knowledge of the game through associated networks?
    We collected data over the lifetime of the project so that we could report on trends and tie this into to stories that we could see happening online.
    It is this combined NUMBERS AND STORIES approach that has really resonated with clients.
    See icrossing.co.uk/our-work for this case study or email me if you are interested in learning more about Forrester’s case study on this project.
  • The seeding plan was successful – in that the seeded sites drove 25% of all traffic to the site; but the extended network of sites drove over 75% - the biggest traffic generator.
    The combination of the Measurement Framework, and network mapping tools meant that we were able to track the growing network around the game: what was driving links and in what context.
  • OUTCOMES – DISARMING BRITAIN
    This series of network maps shows the network growth around specific posts on the Disarming Britain blog – a social space to support the TV season.
    The green dots show blog posts – and the red, incoming links to those posts.
    As more posts have appeared on the blog, it has allowed us to evaluate the effectiveness of content at a granular level – where specific pieces of content are generating links from, from which types of sites and in what context.
    See icrossing.co.uk/our-work for this case study.
  • See icrossing.co.uk/our-work for this case study or email me if you are interested in learning more about Forrester’s case study on this project.
  • Over 4 years of work on social media has been about this
    Technology: Maps & monitoring
    Strategy:
    Engagement measurment
  • Here, the value of a specific piece of content has been calculated by adding the page visit value to the link value.
    For example:
    The link value calculated where Inventory might be £10 per 1,000 unique page views
    And the Link value calculated using a nominal value for each link – based on a standard value that might be paid when buying links.
  • And in this example, the value of social media has been calculated over the course of a month, using the same rationale.
    Except in this case the combined value of links and visits from social media sites alone.
  • By trying to connect metrics/behaviours with financial value:
    We get closer to and connect with real ROI
    Important to measure cost savings (e.g. preventing calls to contact centres) as well as revenue generation
  • We have developed robust methods, and there is consensus emerging in the industry.
    The next task is to build clients’ confidence in these metrics, so that they can invest in them with the same certainty that they can.
    Perhaps there is an integration challenge with econometrics.
    Certainly scale is an issue in integrating these.
  • Today has been about marketing.
    I believe that social data, engagement evaluation can go much further.
    As Alan Moore of SMLXL says, “social data is the black gold of the 21st century”.
    The way that this valued, valuable information flows around organisations will be redefine how they work in the 21st century.
  • iCrossing: NMAlive presentation on engagement measurement

    1. 1. how engagement measurement will change the world NMALive : : 22.2.10
    2. 2. poor old “solution”
    3. 3. “engagement” Image: (cc) dcjohn
    4. 4. “engagement” is word worth fighting for... Image: (cc) dcjohn
    5. 5. engagement can change a business Image: (cc) stewart
    6. 6. guy kawasaki talks about “making meaning” Image: (cc) stewart
    7. 7. in business that’s about demonstrating difference Image: (cc) stewart
    8. 8. three things we want to share about engagement Image: (cc) ComputerHotline
    9. 9. 1. it can power creative Image: (cc) ComputerHotline
    10. 10. 2. user-centred perspective Image: (cc) ComputerHotline
    11. 11. 3. stories + numbers Image: (cc) ComputerHotline
    12. 12. iCrossing’s framework for measuring engagement
    13. 13. what user behaviours show engagement?
    14. 14. what is the value of each behaviour?
    15. 15. an aggregate view of available data
    16. 16. here comes the science
    17. 17. iCrossing’s framework
    18. 18. on + off-site monitoring + analytics stories + numbers
    19. 19. Involvement: Are people coming to the site & playing the game? Interaction: How far do they get in the game, do they come back, do they interact with other users and Channel 4? Intimacy: What do they feel about the game, do they bookmark it? Influence: How far do users spread knowledge of the game through associated networks? Channel 4: Bow Street Runners
    20. 20. stories + numbers
    21. 21. Blog Post/Page External incoming link watching communities grow Week Two Week Four Week Six Week Eight Week Ten
    22. 22. the engagement race is live research = live only just begun creative
    23. 23. the engagement race is only just begun
    24. 24. attributing monetary value
    25. 25. the value of content Visit Value Link Value Total Value this month:
    26. 26. the value of engagement Value of engagement:
    27. 27. discipline of thinking in connecting to financial
    28. 28. building confidence in these measures
    29. 29. taking engagement data/ insights further afield in the
    30. 30. at iCrossing we want engagement data to be part of
    31. 31. more on iCrossing’s engagement work connect.icrossing.co.uk icrossing.co.uk/our-work/
    32. 32. Thank you Email: antony.mayfield@icrossing.co.uk Sites: www.icrossing.co.uk Blogs: connect.icrossing.co.uk www.antonymayfield.com Twitter: @amayfield 47 13

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