This document discusses metrics for understanding user-generated content (UGC) by applying four approaches: anecdotes, visualization, quantification, and analysis. It provides examples of tools that can be used to gather UGC anecdotes from blogs, Facebook groups, and Twitter searches. Visualization tools displayed include Vitrue's Social Media Index, Facebook Lexicon, Google Trends, and Twitter tag clouds. Metrics for quantification include blog buzz analysis and tools for measuring Facebook applications and Twitter buzz. The document stresses the importance of analysis of trends over time to understand marketing impacts. It provides a sample of a social media marketing snapshot and blog content analysis.
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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
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UGC: Metrics
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Director of Emerging Media & Client Strategy, 360i
February 4, 2009
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3. YOU
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WHEN YOU HEARD
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WAS DOWNED BY
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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
11. Google Blog Search Google Blog Search can
round up posts, filtered by
time period.
(blogsearch.google.com
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12. Facebook Groups Facebook Groups can
show consumers’ passion
for brands, and also their
concerns.
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13. Twitter Search Twitter Search provides
more candid, up-to-the-
minute thoughts on a
brand, its competitors, and
its industry.
(search.twitter.com)
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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
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16. Facebook Lexicon Facebook Lexicon shows
trends of phrases used in
conversation in pubilc
areas on the site.
(facebook.com/lexicon)
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17. Marketers can compare
Facebook Lexicon
such social media trends
to search activity, such
as by overlaying Google
Trends data.
(google.com/trends)
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18. Twitter Tag Cloud
Tag clouds offer great
visuals to show who’s
buzzing about what.
(tinyurl.com/5kswu7)
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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)
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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)
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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.
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23. Adonomics: Facebook Application Measurement
Adonomics is a great source
for comparing Facebook
application performance over
time. (adonomics.com)
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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)
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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.
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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
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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
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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
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Editor's Notes
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>