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

1. KUDOS
A social media planning and
measurement framework
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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?
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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
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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
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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
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6. • An activity needs to be
knowledgeable; it needs
to impart some of the
brand’s knowledge to an
interested audience.
Knowledgeable
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7. • It needs to be useful, not
just to the brand but to the
audience as well.
Useful
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8. • It should contain an
element that is desirable
to both the audience and
Desirable to the brand.
• Desirable to the
audience?
Desirable
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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
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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
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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
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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
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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
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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 BRAVIA.com, 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 BRAVIA.com.
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
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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.
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16. End
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