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Ryan*MacMillan KUDOS presentation to IAB, 2008


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These are the slides and notes from a presentation I delivered at the Internet Advertising Bureau (IAB) in London in September 2008.

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Ryan*MacMillan KUDOS presentation to IAB, 2008

  1. 1. KUDOS A social media planning and measurement framework 1
  2. 2. • By social media we mean the online activities, platforms and practices that generate value and meaning through the exchange of information and opinions. • We use it to understand, amplify and influence the dialogue around our clients' products and services. • The key to increasing the brand’s share of conversation lies in engaging with audiences, enabling their activities, building trust and relevance and, as a result, influencing their dialogue, opinions and behaviour. What is social media? 2
  3. 3. • Most social media activities sit outside of the established media planning and measurement frameworks that advertising relies upon. • It is clear that if brands are going to use social media they need an organised way of planning their activities and measuring their impact. New ways to measure 3
  4. 4. • A significant difference between social media and traditional broadcast media is that, as we're reliant on the audience for our distribution, we can't just ‘buy’ eyeballs. • Therefore, considering the balance between the interests of both the brand and audience is vital. • Both parties have a strong vested interest in what is being communicated and the Brand vs. audience way it spreads - it helps to think of it as a contract or transaction, with the brand and the audience as the signatories. balance 4
  5. 5. • We believe a framework for thinking is required to help us plan social media activities, estimate and measure results. This framework is based on five principles of good social media marketing. • And significantly, each of these is important to both the brand and to the audience. In this way we make sure that the interests of each are not just represented, but become shared • The framework is called KUDOS A planning tool 5
  6. 6. • An activity needs to be knowledgeable; it needs to impart some of the brand’s knowledge to an interested audience. Knowledgeable 6
  7. 7. • It needs to be useful, not just to the brand but to the audience as well. Useful 7
  8. 8. • It should contain an element that is desirable to both the audience and Desirable to the brand. • Desirable to the audience? Desirable 8
  9. 9. • The whole activity should be open, both literally and figuratively. The brand should be transparent about their motivations, and the audience should be able to engage and interact with the activity. Open 9
  10. 10. • And finally it should be shareable. The brand should be providing something of value to the audience, and the audience should be able to take it away and share it with others. Shareable 10
  11. 11. • These five principles can Knowledgeable be represented by the simple acronym KUDOS: Knowledgeable, Useful, Desirable, Open and Shareable. Useful Desirable Open Shareable Graph taken from Onalytica blog 11
  12. 12. • We use KUDOS in workshops as a guide to which activities and tactics might work best; as a checklist to make Dialogue sure each component is knowledgeable, useful, desirable, open and shareable. • These activities might vary wildly from one brief to another – from content and information to fuel conversations, to tools and services that might Functionality facilitate community Content action. The KUDOS framework allows for this variance while maintaining a uniformity that makes a comparison of metrics possible. Activities 12
  13. 13. • During the planning stage, we look at each of the five KUDOS elements for the proposed activity and give them a qualitative score out of five, based on benchmarks created from previous campaigns. • We then use this as one of a number of factors in estimating the likely interest in an activity. Targets 13
  14. 14. Attribute For Sony BRAVIA For Sony’s Audience Metric • The issue with social media is not finding Knowledgeable Was it CGI or not? Behind the scenes shots 19000 links things to measure - - Demonstration of gave audience “insider No. 1 Google Result for there's an BRAVIA’s colour ability information” “colour advert” embarrassment of riches 2394 Technorati reactions in terms of data - but knowing which metrics Useful Repositioned brand at Material made early Browser views changed are useful and difficult time ( previous adopters and later from Firefox to IE over meaningful. anger over Sony Root audiences “look cool” time. 39% IE grew to Kit) 56.7% • We use the KUDOS Desirable First example of Audience loved it. March 2006 – minimum of framework to select five “Consumer Distributed Downloaded thousands of 7,123, 225 views (1,800, attributes that allow us to Advert”- BRAVIA cast times on Google and 000 at, track and optimise into public mind YouTube 3,305,203 at YouTube, rest activity. on others) Open No pretence that this Assets available for 39,500 downloads at was nothing other than streaming and download in marketing material addition to wallpapers etc. Shareable When public showed Each new asset was a 2,519 photos tagged interest, behind the separate blog post- easy to “bravia” on Flickr. 9,409 scenes info posted link to and fast to publish. people saved page on Del.ic.ious Measuring success 14
  15. 15. • Some indication of the effect of social media activity can be found by measuring the change in the interest level around the brand or product. We do this by analysing its share of conversation online. • By looking at the volume and quality of the commentary around a brand, we are able to see the accumulative effect of all its marketing and offline activity. • One should note that this is not a stand-alone measure of the change caused by social media; it is a measure of the Measuring the effect impact as it occurs in social media. However, by drilling into this data and analysing what topics people are talking about, we may be able to Graph taken from Onalytica blog attribute some of the effect. 15
  16. 16. End 16