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Operandi
Partners

Rob Gallo
Influencing how others perceive
your organisation

Measuring social media




Operandi
Partners

Rob Gallo
Measurement / Tracking
Reputation Measurement (old school)

                                'Open & Honest'
                                   7
             'Supports
             The Community'        6              'Listens & Responds'

                                   5

                                   4
   'Multicultural'                                            'Acc Diff
                                   3                          Points Of View'
                                   2

                                   1
 'Socially
                                   0                              'Responsible'
 Aware'




'Behaves
                                                              'Professional'
Like A Leader'

                                                                                  Employees
                     'Forward
                     Looking'
                                                  'Ethical'                       Customers
                                  'Proactive'
Reputation Measurement (old school)

                                'Open & Honest'
                                   7                                            ‣ Online surveys
             'Supports
             The Community'        6              'Listens & Responds'            make it more
                                   5                                              affordable than
   'Multicultural'
                                   4
                                                              'Acc Diff           before.
                                   3                          Points Of View'
                                   2

                                   1
 'Socially
                                   0                              'Responsible'
 Aware'




'Behaves
                                                              'Professional'
Like A Leader'

                                                                                     Employees
                     'Forward
                     Looking'
                                                  'Ethical'                          Customers
                                  'Proactive'
Managing your Web Shadow: Due diligence
 ‣ Donʼt think of online as another
   world
 ‣ Be the worldʼs leading source of
   information about yourself...
 ‣ Listen Google Alerts - (alternate
   spellings of your name)
 ‣ Check your Google shadow
   (keep checking it) (Technorati,
   Google Blog Search)                 Free Search Tools:
 ‣ Paid-for monitoring available.      News http://news.google.com/

                                       Twitter Search http://
                                       search.twitter.com/
 Source: AnthonyMayfield.com
                                       Google BlogSearch http://
                                       blogsearch.google.com/
Sticky Tails: not a recent phenomenon




Nestle'  hostility - controversy
http://www.smh.com.au/technology/technology-news/mummy-bloggers-spit-the-dummy-over-
nestles-spoilt-milk-20091007-gmcd.html
http://www.babymilkaction.org/
http://mommysnacks.net/2009/09/nestle-family-controversy-and-clarification/
http://www.phdinparenting.com/2009/09/29/an-open-letter-to-the-attendees-of-the-nestle-family-
blogger-event/
Sticky Tails: not a recent phenomenon

                                                                                                 ‣ Nestle'  hostility/controversy
                                                                                                   over formula milk

                                                                                                 ‣ Still an issue today

                                                                                                 ‣ In Sept 09 - Nestleʼ reached
                                                                                                   out to 20 top
                                                                                                   mommybloggers (& a
                                                                                                   couple of dads too)

                                                                                                 ‣ Followed up by Twitter feeds


Nestle'  hostility - controversy
http://www.smh.com.au/technology/technology-news/mummy-bloggers-spit-the-dummy-over-
nestles-spoilt-milk-20091007-gmcd.html
http://www.babymilkaction.org/
http://mommysnacks.net/2009/09/nestle-family-controversy-and-clarification/
http://www.phdinparenting.com/2009/09/29/an-open-letter-to-the-attendees-of-the-nestle-family-
blogger-event/
Sticky Tails: not a recent phenomenon

                                                                                                 ‣ Nestle'  hostility/controversy
                                                                                                   over formula milk

                                                                                                 ‣ Still an issue today

                                                                                                 ‣ In Sept 09 - Nestleʼ reached
                                                                                                   out to 20 top
                                                                                                   mommybloggers (& a
                                                                                                   couple of dads too)

                                                                                                 ‣ Followed up by Twitter feeds


Nestle'  hostility - controversy
http://www.smh.com.au/technology/technology-news/mummy-bloggers-spit-the-dummy-over-
nestles-spoilt-milk-20091007-gmcd.html
http://www.babymilkaction.org/
http://mommysnacks.net/2009/09/nestle-family-controversy-and-clarification/
http://www.phdinparenting.com/2009/09/29/an-open-letter-to-the-attendees-of-the-nestle-family-
blogger-event/
Diagnostics for video

tubemogul.com
Comparing News versus Blog
         Activity




   Source: Your Web Brand
Using Your Web Brand: “Stickiness” of
                different media
Q: Which event provoked greater “Emotion”?
Q: Which press releases had the most sustained impact?




 • Certain “news” stays longer in media.
 • “News” less emotional then Social Media.
Your Web Brand: Knowing your
         media split
Determining when to re-engage

News Articles                     Blogs




                1 week of negative Blogs, then less coverage
UK Politician: George Osbourne
                       June/July 09

                       Speech:
                      Reform of                   Little
News                   Financial              discussion in
Articles   Expenses                               blogs
                      Regulation
           Enquiry
                                   Blogs
UK Politician: Peter Mandelson
          June/July 09


  Mandelson confirms       Very little
fraud office will         stickiness in
investigate MG Rover     blogs
 collapse
Contact details:

Rob Gallo
T: +44 (0) 7912 763 853 
E: rob@operandipartners.com 
Follow: @robgallo 
www.operandipartners.com

Operandi Partners Limited 
UK | VAT No. 970 8697 65

Company number: 06886910 


COPYRIGHT, 2009

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Measuring Social Media

  • 2. Influencing how others perceive your organisation Measuring social media Operandi Partners Rob Gallo
  • 4. Reputation Measurement (old school) 'Open & Honest' 7 'Supports The Community' 6 'Listens & Responds' 5 4 'Multicultural' 'Acc Diff 3 Points Of View' 2 1 'Socially 0 'Responsible' Aware' 'Behaves 'Professional' Like A Leader' Employees 'Forward Looking' 'Ethical' Customers 'Proactive'
  • 5. Reputation Measurement (old school) 'Open & Honest' 7 ‣ Online surveys 'Supports The Community' 6 'Listens & Responds' make it more 5 affordable than 'Multicultural' 4 'Acc Diff before. 3 Points Of View' 2 1 'Socially 0 'Responsible' Aware' 'Behaves 'Professional' Like A Leader' Employees 'Forward Looking' 'Ethical' Customers 'Proactive'
  • 6. Managing your Web Shadow: Due diligence ‣ Donʼt think of online as another world ‣ Be the worldʼs leading source of information about yourself... ‣ Listen Google Alerts - (alternate spellings of your name) ‣ Check your Google shadow (keep checking it) (Technorati, Google Blog Search)  Free Search Tools: ‣ Paid-for monitoring available. News http://news.google.com/ Twitter Search http:// search.twitter.com/ Source: AnthonyMayfield.com Google BlogSearch http:// blogsearch.google.com/
  • 7. Sticky Tails: not a recent phenomenon Nestle'  hostility - controversy http://www.smh.com.au/technology/technology-news/mummy-bloggers-spit-the-dummy-over- nestles-spoilt-milk-20091007-gmcd.html http://www.babymilkaction.org/ http://mommysnacks.net/2009/09/nestle-family-controversy-and-clarification/ http://www.phdinparenting.com/2009/09/29/an-open-letter-to-the-attendees-of-the-nestle-family- blogger-event/
  • 8. Sticky Tails: not a recent phenomenon ‣ Nestle'  hostility/controversy over formula milk ‣ Still an issue today ‣ In Sept 09 - Nestleʼ reached out to 20 top mommybloggers (& a couple of dads too) ‣ Followed up by Twitter feeds Nestle'  hostility - controversy http://www.smh.com.au/technology/technology-news/mummy-bloggers-spit-the-dummy-over- nestles-spoilt-milk-20091007-gmcd.html http://www.babymilkaction.org/ http://mommysnacks.net/2009/09/nestle-family-controversy-and-clarification/ http://www.phdinparenting.com/2009/09/29/an-open-letter-to-the-attendees-of-the-nestle-family- blogger-event/
  • 9. Sticky Tails: not a recent phenomenon ‣ Nestle'  hostility/controversy over formula milk ‣ Still an issue today ‣ In Sept 09 - Nestleʼ reached out to 20 top mommybloggers (& a couple of dads too) ‣ Followed up by Twitter feeds Nestle'  hostility - controversy http://www.smh.com.au/technology/technology-news/mummy-bloggers-spit-the-dummy-over- nestles-spoilt-milk-20091007-gmcd.html http://www.babymilkaction.org/ http://mommysnacks.net/2009/09/nestle-family-controversy-and-clarification/ http://www.phdinparenting.com/2009/09/29/an-open-letter-to-the-attendees-of-the-nestle-family- blogger-event/
  • 11. Comparing News versus Blog Activity Source: Your Web Brand
  • 12. Using Your Web Brand: “Stickiness” of different media Q: Which event provoked greater “Emotion”? Q: Which press releases had the most sustained impact? • Certain “news” stays longer in media. • “News” less emotional then Social Media.
  • 13. Your Web Brand: Knowing your media split
  • 14. Determining when to re-engage News Articles Blogs 1 week of negative Blogs, then less coverage
  • 15. UK Politician: George Osbourne June/July 09 Speech: Reform of Little News Financial discussion in Articles Expenses blogs Regulation Enquiry Blogs
  • 16. UK Politician: Peter Mandelson June/July 09 Mandelson confirms Very little fraud office will stickiness in investigate MG Rover blogs collapse
  • 17. Contact details: Rob Gallo T: +44 (0) 7912 763 853  E: rob@operandipartners.com  Follow: @robgallo  www.operandipartners.com Operandi Partners Limited  UK | VAT No. 970 8697 65 Company number: 06886910  COPYRIGHT, 2009