Presentation to for PRIA Professional Development titled "Mapping, Planning and Measuring the Conversation".

1. ACT Mapping, Planning and
Measuring Conversation
The Twitter (Plus Others) Case Study
June 2012
Dr Stephen Dann | @stephendann
@stephendann

2. First, the house rules
Fire up the technology
Laptops open…
tablets to hand…
atomic batteries to power…
smartphones to speed…
#priapdp – today’s official hashtag
@stephendann

3. Who am I?
ANU Senior Lecturer
If it’s marketing, I teach it*
ANZMAC Webmaster
www.anzmac.org
Author
eMarketing (2010), Palgrave UK
Geek
Brony, Nerf Player, Internet Addict
* Nine different subject areas so far
@stephendann

4. Where am I?
Twitter
Facebook
YouTube
Tumblr
Instagram
Soundcloud
Slideshare
Stephendann.net (HTML, Web1.0)
Stephendann.com (Archive on a blog)
@stephendann

5. What I do with the internet
Write books about eMarketing
An excuse to buy an Xbox, iPad, Wii, and play Facebook
games as homework
Publish research
Twitter Paper (2010)
Educate
Classroom blogs, classroom twitter accounts
@stephendann

6. What I do with the Internet
Twitter
@stephendann
Personal account. Opinions, whims and friends
@drstephendann
Conference Play by Play commentator
@mktg3024
Between class lecture theatre / tutorial room
@anzmac
Text based megaphone.
Tweeting Since: 13/3/2007 (5 years, 3 months, 11 days)
@stephendann

7. Phase 1
MAPPING
@stephendann

8. So where does social media
fit into the game plan?
@stephendann

9. Where does social media fit?
Those who were at Others
the Twitter session… On your own answer
Throw me a suggestion cards
via @stephendann
We’ll do the voice
Don’t forget the
#priapdp hashtag
thing in a moment…
@stephendann

10. Finding the fit
Sales lead generation? Talkback radio?
Market Research? Text based telephone?
Two way radio? Pretending to be a cat?
News ticker?
Information hydration?
Conversations?
Pretending to be PM?
@stephendann

11. With that in mind…
Time for me to hold the stage for a moment
@stephendann

12. Twitter Content Classification
Project started in 2009, and is ongoing…
12000+ tweets coded…
Peer reviewed and published
• Academy of Marketing Science for the method
• ANZMAC for the categories
• First Monday as an open source methodology
• Social Marketing in Public Health for the application
• AMSRS conference for the measurement
@stephendann

13. Why Twitter?
This started as a rebutal to the Pear Analytics
“Mostly Babble” statement about twitter.
Twitter data is really easy to download
Or I’m good at getting hold of Twitter data
I like Twitter.
@stephendann

14. What it was…
A measurement system to track how people
used their accounts
1. Acquire the timeline
2. Count the tweets (n)
3. Divide the tweets into one of six categories
4. Within those six categories, further subdivide into the
specialist categories.
5. Calculate the % of tweets for each of the 28 possible
options
6. Produce a scorecard.
@stephendann

15. What it’s become
Categories of conversation
measure the output and
Guide the output
Not limited to Twitter
Just founded and grounded there.
@stephendann

16. Phase 2
PLANNING:
THE CATEGORIES
@stephendann

17. The Categories
Conversational
Spam News Events
Status Pass Along
Phatic
@stephendann

18. Conversational
Talking with the customer
• Action
• Activities involving other users
• Group check in
Conversational
• Query
• Questions, question marks or polls
• Referral
• An @response/reply/wall post which contains URLs or
recommendation of other users.
• Response
• Catch-all classification for conversation @tweets
• Replies in any social media context
@stephendann

19. News Events: Telling the story
• Announcement
• Announcement of a forthcoming event
• Hashtagged News Events
• Participation in a live #tagged event
• Headlines
• personal eye-witness accounts of news events
• Citizen journalism
• Sport
• Identifiable results of sporting events
• Discussion of live sport from an event
@stephendann

20. News Events: Telling the story
• Natural Disaster
• personal eye-witness of catastrophic weather events
• Citizen weather bureau News Events
• Transport
• Roads, rail, public transport or flights
• Weather
• Report of prevailing weather conditions
• Not just small talk
@stephendann

21. Pass along: Share and share-alike
• Automated Endorsement
• Software triggered events
Pass Along
• Endorsement
• links to content of interest
• Secondary Social Media
• Link from one service to another
• User generated content
• Links to own content
Load out @stephendann

22. Phatic
• Broadcast
• Statements of opinion
Phatic
• Fourth wall
• comments made directly to camera
• Greetings
• connections with the audience
• Unclassifiable
• Cat + keyboard = asfab w4
@stephendann

23. Status
• Activity
• answering “What are you doing now?”
Status
• Automated
• triggered by third party applications
• Location
• answering “Where are you?”
• Mechanical
• any form of technology or mechanical systems
Complaining about MS Word counts as mechanical
@stephendann

24. Status
• Personal
• Answering “What are you feeling?”
Status
• Physical
• Answering “What are you physically experiencing?”
• Temporal
• Answering “when are you?”
• Work
• Anything that relates to work.
Why do people never get promoted for tweeting about work?
@stephendann

25. Spam
Really try not to be in this category.
@stephendann

26. Spam
• Administered Malcontent
• Links to malware
• Keyword response
• Automated context free responses to keywords
• Illegal Tweet Use
• Nike gets red carded in the UK
@stephendann

27. Spam
• Trend hijacking
• One or more #hashtags of trending events in a tweet
unrelated to the trend
• Mention
• Replies using the @ command from accounts which
do not follow the user, and which only post replies
• Truthiness
• Astroturfing message originating from an automated
account
@stephendann

28. Back to that note
on your cards
@stephendann

29. Conversational
@stephendann
Spam News Events @drstephendann
@mktg3024
Status Pass Along
@anzmac
Phatic
@stephendann

30. Conversational
@stephendann
Spam News Events @drstephendann
@mktg3024
Status Pass Along
@anzmac
Phatic
@stephendann

31. Conversational
@stephendann
Spam News Events @drstephendann
@mktg3024
Status Pass Along
@anzmac
Phatic
@stephendann

32. Implementing
No battle plan survives contact with the
enemy
@stephendann

33. Kit out for Pass Along content
• If this, then that
• Buffer
• Houtsuite
• Crowdbooster
• Instagram
• Twylah
• Wordpress (WP to Twitter)
@stephendann

34. Measurement
You may guess where some of this is going
@stephendann

35. What type of data?
Words or Numbers?
Words help track the best performing content
From Hubspot
• Type
• (pick a category box)
• Format
• text, image, video, file, link, tweet
• Positioning
• headline or an interesting line?
• ask a question or state a fact?
@stephendann

36. Defining the length of n+string
Numbers Words
• Klout • Storify
Logarithmic scorecard • Captures the moments
• Kred • Archive software
Complicated score • TwapperKeeper*
• Archivist
• TwentyFeet
• Twitter to PDF
Performance Dashboard
• Axel Bruns
• Genius researcher @ QUT
* Part of Hootsuite @stephendann

37. Results - @stephendann
@stephendann

38. Conversational
Category N % Exemplar
Action 77 3% *waves at @USERNAME*
Pass-along 66 2% @USERNAME Items under $1000 are exempt. http://is.gd/AV7K
Query 480 17% Invading Germany from France. Who's with me?
Response 850 30% @USERNAME Beware the polar bears.
Word Words/ Dictionary
Category N % >6 letters Linguistic Inquiry Results
Count Sentence Words
Action 77 3% 958 14.74 23.80 67.75 Conjunctions, Inhibition, Inclusive Biological
processes
Pass-along 66 2% 1020 18.89 21.86 54.31 OtherP, Period
Query 480 17% 7032 10.13 21.22 75.33 Impersonal pronouns, Auxiliary verbs,
Tentative, Discrepancy, QMark
Response 850 30% 13637 17.05 21.97 73.84 3rd pers plural
@stephendann

39. Conversational
action
5% pass-along
4%
query
33%
response
58%
@stephendann

40. Questions?
@stephendann

41. Hashtags
Used to associate a tweet with a topic
• Self categorization technique
Put the # symbol in front of a word or phrase
#melbquake
#priapdp
#teambieber
Came to Twitter as a user innovation based on use in other internet services
<- Back @stephendann