Real-time Campaign Analysis: Digital Content Summit 2015
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Digital Catapult is a UK nonprofit organization that aims to advance digital ideas and unlock proprietary data. The presentation discusses Digital Catapult's mission to work with other organizations in the digital space rather than duplicate their efforts. It also emphasizes the importance of tracking online content and social media engagement in real time to measure traction and adapt content strategies accordingly. Real-time analytics of websites and social media can help gauge audience reaction and tweak content if needed.
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Real-time Campaign Analysis: Digital Content Summit 2015
- 1. Digital Content Summit April 2015 Sade Laja Head of Digital Engagement and Content Digital Catapult @SadeLaja1 Real Time Analysis of Content Traction
- 2. Who are we? A national centre to rapidly advance the UK’s best digital ideas Completely neutral Not for profit
- 3. Our mission… We are NOT a funder, incubator or accelerator! Our aim is to work with these organisations, not duplicate To unlock proprietary data in faster, better and more trusted ways
- 5. #DCS2015 Budget 2015 • Our most retweeted piece of content on Twitter • Hundreds of unique views in the first few hours of being published • Helped contribute to wider coverage the Digital Catapult received
- 7. #DCS2015 Importance of tracking content Finger in the Air…
- 8. #DCS2015 Finger in the Air… Importance of tracking content
- 15. #DCS2015 Consider this… • Two billion active social media users worldwide • Social networking accounts for 28% of all media time spent online • 80% year-on-year audience growth of LinkedIn
- 16. #DCS2015 Tools • Analytics tools are of course invaluable, but… • In the modern age organisations must be willing to do two key things…
- 17. #DCS2015 Listen
- 18. #DCS2015 Adapt
- 19. #DCS2015 Listen and Adapt Change is the New Normal
- 20. #DCS2015 Gauging Real Time Reaction Track page views and unique visits and the user journey All while monitoring online views and tweaking if necessary
- 21. #DCS2015 Focus on Four Challenges • Personal Data and Trust • Closed Data • Creative Content • Internet of Things
- 22. Our Product Portfolio Pit Stops Open Calls Use of the Centre Become a Supporter Join a Network Industry Secondment Programme Research Bids Tech Services Capability Hubs Events Contributor Programme
Editor's Notes
- Really big deal for us as a new organisation (only been operational since Sept. 2013) – Budget 2015. There was a rumbling that we may get a mention in the Budget, around the Internet of Things. Were on standby and wanted to think of something we could do around it. Had to react quickly to figure out what might work. When it was confirmed, there was the standard welcoming note from our CEO Neil Crockett, but we wanted to do something additional that had a bit of a wider focus, rather than just about us. Decided to do a little budget round-up about an hour after the announcement rounding up the online reaction. We noted that a lot of other round-ups tended to just include comments from press releases, but as social media plays such a huge role in what we do, we wanted to add online comments from Twitter too. This included tweets from commentators and partners organisations, such as sister organisation the Future Cities Catapult and TechUK, as well as comments from tech firms such as ARM and Cisco.
- Great learning curve as it has been our most retweeted piece of content so far at the Digital Catapult. Looking at people’s comments and reaction in real time showed there was an appetite for a breakdown of comments focusing on the digital strand of Osborne’s announcement. As you would expect there tends to be a flurry of noise and announcements in loads of different places on the net when something like the Budget is announced. The aim was to cut through some of the noise and provide some value.
- It was a great success for us and we’re planning to do more in the future. 20 – 30 pieces mentioning the Digital Catapult from the Guardian right the way through to TechWorld.
- Got the tools and the data, simple right? Not quite – data can be interpreted in many different ways. One organisation’s bounce rate joy is another’s bounce rate horror. For example, some websites are geared towards transactions taking place, so if a user jumps on, carries out a transaction and goes off again that could be perceived a win for some organisations. This is why it’s important to always look at the qualitative information you have as well – what are your audience is saying online? Your users are king.
- In its simplest form we’ve had events on the Catapult Centre in London where one of our followers might say, that hashtag isn’t quite right for this event. We’ll stop, listen, take on board what is being said and amend if we think it’ll be beneficial to the wider audience. In contrast I’ve been at organisations in the past where any criticism from an audience of content is taken almost as a personal slight and there’s a resistance to change. What good is that to anyone?