User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit

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This presentation by David Berkowitz from Strategy Institute's Digital Media Measurement & Pricing Summit (February 2009) shows four approaches to measuring user-generated content: anecdotes, visualization, quantification, and analysis. These are applied to blogs, Facebook, and Twitter.

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  • 12-15 Minute PresentationUnderstanding UGC Measurement to Better Maximize Your Advertising EffectivenessUser generated content is growing rapidly, and marketers are finding ways to harness it for brand equity. Despite some risks, this platform allows consumers to define the brand on their own terms.But the question remains: how to best utilize and measure UGC advertisements?Ways to measure traffic and realize benefits of mediumLeverage the creativity of your current and potential consumersMinimize risk and manage content without filtrationTake away insights on how user generated content can be used to improve your next campaign.David Berkowitz, Director of Emerging Media & Client Strategy, 360iDean McRobie, Executive Director,Project Mgmt & Technology, Organic<number>
  • 12-15 Minute PresentationUnderstanding UGC Measurement to Better Maximize Your Advertising EffectivenessUser generated content is growing rapidly, and marketers are finding ways to harness it for brand equity. Despite some risks, this platform allows consumers to define the brand on their own terms.But the question remains: how to best utilize and measure UGC advertisements?Ways to measure traffic and realize benefits of mediumLeverage the creativity of your current and potential consumersMinimize risk and manage content without filtrationTake away insights on how user generated content can be used to improve your next campaign.David Berkowitz, Director of Emerging Media & Client Strategy, 360iDean McRobie, Executive Director,Project Mgmt & Technology, Organic<number>
  • AnecdotalBlogs: Google Blog SearchSocial Networks: Facebook GroupsTwitter: Twitter SearchVisualizationBlogs: TrendpediaSocial Networks: Facebook Lexicon – US mapTwitter: Tweet Volume (perhaps another) / Tag Cloud???QuantificationBlogs: BlogpulseSocial Networks: AdonomicsTwitter: AnalysisBlogs: SentimentSocial Networks: Comparing Facebook PagesTwitter: What’s the buzz really about?<number>
  • http://search.twitter.com/search?q=us+airways<number>
  • <number>
  • <number>
  • http://www.nytimes.com/interactive/2009/01/15/nyregion/20090115-plane-crash-970.html<number>
  • http://twist.flaptor.com/trends?gram=hudson&table=1&tz=-5<number>
  • <number>
  • http://api.ning.com/files/fT8Mz9-lN*1THmRRbN62u-lBe7cavupuFcrqUcWGGKGkDzWFWHhl0M7VtfUVKP8IysyNREmI-*c6*Vyoz0nTEvFV3pdwNVsK/SunsetStoryteller12.jpg<number>
  • http://blogsearch.google.com/blogsearch?hl=en&ie=UTF-8&q=valentine's+day+gifts&btnG=Search+Blogs <number>
  • <number>
  • <number>
  • http://www.gamefocus.ca/UserFiles/Image/Classic%20Artwork/Escher-Relativity.jpg<number>
  • http://vitrue.com/smi/?q1=champagne&q2=chocolate<number>
  • http://www.facebook.com/lexicon/index.php?q=orkin#/lexicon/index.php?q=hugs%2C%20kisses%2C%20xoxohttp://google.com/trends?q=hugs%2C+kisses%2C+xoxo&ctab=0&geo=US&geor=all&date=2008&sort=0http://www.facebook.com/lexicon/index.php?q=party+tonight%2C+hangover%2C+sober#/lexicon/index.php?q=party%20tonight%2C%20hangover<number>
  • http://www.facebook.com/lexicon/index.php?q=orkin#/lexicon/index.php?q=hugs%2C%20kisses%2C%20xoxohttp://google.com/trends?q=hugs%2C+kisses%2C+xoxo&ctab=0&geo=US&geor=all&date=2008&sort=0http://www.facebook.com/lexicon/index.php?q=party+tonight%2C+hangover%2C+sober#/lexicon/index.php?q=party%20tonight%2C%20hangover<number>
  • http://twitter.com/popeyeschicken http://www.brownphp.com/2008/08/twitter-tag-cloud-service/?member=PopeyesChicken&submit=Get+Twitter+Cloud <number>
  • http://tagcrowd.com/<number>
  • http://www.nytimes.com/interactive/2009/02/02/sports/20090202_superbowl_twitter.html<number>
  • <number>
  • <number>
  • www.adonomics.comhttp://adonomics.com/display/2357179312+2345673396<number>
  • Missing gluttony, slothhttp://tweetvolume.com/<number>
  • <number>
  • The best tool is you<number>
  • <number>28
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  • User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit

    1. Note: Annotations for the online version appear in these text boxes. Links to sources appear in the notes for each slide when viewing the original file, and in a full list on the second-to-last slide. Enjoy. - David The A-V-Q-A of UGC: Metrics Under standing UGC Measur ement to Better Maximize Your Adver tising Ef fectiveness David Berkowitz Director of Emerging Media & Client Strategy 360i February 4, 2009 1
    2. The A-V-Q-A of ER e N N   T itl UGC: Metrics I st W d ie air or te F itio to Under standing UGC Measur ement n Better W a s St Ef Maximize Your Adver tising petfectiveness a T ex t Com 0 0 8 oin 2 erP Berkowitz Pow David Director of Emerging Media & Client Strategy, 360i February 4, 2009 2
    3. YOU WHAT DID DO WHEN YOU HEARD 1549 WAS DOWNED BY ? 3 3
    4. My first response: search Twitter (search.twitter.com) 4 4
    5. There were links to witnesses’ photos… 5 5
    6. …Along with mainstream media coverage… 6 6
    7. …And links kept getting shared days after the bird strike. 7 7
    8. What’s great for marketers: it’s all measurable. (image source: twist.flaptor.com) 8 8
    9. 4 Ways to Measure UGC 1. ANECDOTES 2. VISUALIZATION 3. QUANTIFICATION 4. ANALYSIS The focus of this talk is applying these four measurement approaches to: blogs, Facebook (as an indicator of social networks), and Twitter. 9 9
    10. ANECDOTES 10 10
    11. Google Blog Search Google Blog Search can round up posts, filtered by time period. (blogsearch.google.com 11 11
    12. Facebook Groups Facebook Groups can show consumers’ passion for brands, and also their concerns. 12 12
    13. Twitter Search Twitter Search provides more candid, up-to-the- minute thoughts on a brand, its competitors, and its industry. (search.twitter.com) 13 13
    14. VISUALIZATION 14 14
    15. Vitrue’s Social Media Index This index shows relative scale and activity, and can indicate where to focus social media marketing efforts. (vitrue.com/smi) 15 15
    16. Facebook Lexicon Facebook Lexicon shows trends of phrases used in conversation in pubilc areas on the site. (facebook.com/lexicon) 16 16
    17. Marketers can compare Facebook Lexicon such social media trends to search activity, such as by overlaying Google Trends data. (google.com/trends) 17 17
    18. Twitter Tag Cloud Tag clouds offer great visuals to show who’s buzzing about what. (tinyurl.com/5kswu7) 18 18
    19. Doth Mine Tag Cloud Be True? Tag Cloud for Shakespeare’s 154 Sonnets, via TagCrowd Even Shakespeare can appear as a tag cloud. There’s no iambic pentameter here, just the most popular keywords. (tagcrowd.com) 19 19
    20. NYT Twitter Chatter During Super Bowl LXIII To see a dynamic tag cloud in action, try the NY Times’ Super Bowl Twitter Chatter feature and watch the tags change over time. (tinyurl.com/bbqgv5) 20 20
    21. MEASUREMENT 21 21
    22. Blog Buzz Analysis Blog Mentions for “[Campaign Key Terms]” This example from a report for a marketer shows the volume of blog buzz before and after a social media campaign. 22 22
    23. Adonomics: Facebook Application Measurement Adonomics is a great source for comparing Facebook application performance over time. (adonomics.com) 23 23
    24. TweetVolume: Twitter Buzz TweetVolume shows Twitter buzz, such as here for five of the deadly sins, but one can’t narrow it down to a certain timeframe. (tweetvolume.com) 24 24
    25. ANALYSIS 25 25
    26. = “The Best Tool is You.” Some monitoring services can help, but ultimately you need people analyzing the trends who really understand your challenges and goals. No tool will replace that. 26 26
    27. This example from a client-facing report Blog Content Analysis shows analysis of blog sentiment and categories for posts relating to a brand. These are especially effective when conducted periodically over time to illustrate the impact of marketing. Sentiment Category 27 27
    28. Social Media Marketing Snapshot One final example comes from a social media audit (the brand audited is omitted) to show a one-page overview of a brand’s social media presence. This is just a snapshot from a deeper report. Engages with community Creative, interesting ~40 followers Minimal interaction, virality Cute extension Good resource Would be better as Fan Page Dry, text-heavy, hard to read than profile 28
    29. Useful Links Introduction • Twitter Search: search.twitter.com • Twist: twist.flaptor.com Anecdotes • Google Blog Search: blogsearch.google.com Visualization • Social Media Index: www.vitrue.com/smi • Facebook Lexicon: www.facebook.com/lexicon • Google Trends: www.google.com/trends • Twitter Tag Cloud: www.brownphp.com • TagCrowd: www.tagcrowd.com • New York Times Twitter Chatter: www.nytimes.com Quantification • Blogpulse: www.blogpulse.com • Adonomics: www.adonomics.com • TweetVolume: www.tweetvolume.com 29 29
    30. Thanks! David Berkowitz Director of Emerging Media & It’s Client Strategy been fun, but I’ve Blog: MarketersStudio.com got to go 360i Blog: blog.360i.com My poke some people on Facebook. P: 212.703.7257 dberkowitz@360i.com Twitter: @dberkowitz MeeID.com/david 30 30

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