Measuring Audience Engagement

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Measuring Audience Engagement

  1. 1. Is your elephant Measuring audience engagement Tim Elleston – Murdoch University shy?
  2. 2. What an incredible opportunity we're faced with.
  3. 3. The internet is the most measurable communications channel there is.
  4. 4. It’s also fast becoming a disconnected channel
  5. 5. Not in the sense of... unconnected
  6. 6. No, in fact we've never been so connected
  7. 7. We wake in the morning, switch on our iPhones
  8. 8. have a quick check on our emails.
  9. 9. At the breakfast table we'll read the news
  10. 10. or update our Facebook status
  11. 11. On the way to work we'll download a podcast…
  12. 12. or watch the latest video news
  13. 13. At work we'll browse our favourite blogs, use Skype or IM.
  14. 14. Maybe at lunch we'll buy some stuff online
  15. 15. During the afternoon we might tweet about our day
  16. 16. On the way home, we'll scroll through our favourite RSS feeds
  17. 17. And then at home we might answer a few emails,
  18. 18. watch that YouTube video our crazy friend sent us (we all have one)
  19. 19. and then maybe we'll watch a movie ordered online.
  20. 20. All of this happened across multiple screens
  21. 21. All of this was fully connected
  22. 22. But all of this was disconnected
  23. 23. Disconnected from a single screen
  24. 24. Consumers today are demanding that the internet come to them
  25. 25. not them to their screens.
  26. 26. They choose the time, place and device to interact with our content.
  27. 27. So the web is fundamentally changing
  28. 28. So the web is fundamentally changing
  29. 29. It’s already changed
  30. 30. This represents an incredible opportunity
  31. 31. for us as marketers
  32. 32. for us as everyone
  33. 33. But it also represents an incredible challenge
  34. 34. One of the key measures for video is engagement
  35. 35. To understand engagement
  36. 36. we need to understand channel success
  37. 37. And the channels are getting larger and more diverse everyday.
  38. 38. In fact, there are now so many channels available to us
  39. 39. channels where our content is consumed
  40. 40. redistributed
  41. 41. …faster than we can possibly keep up.
  42. 42. We need to know which channels work best
  43. 43. and which content works best for each channel.
  44. 44. So how we should be optimising our content?
  45. 45. Or we can get the elephant out of the corner fast
  46. 46. Luckily, we have a way to know what to do…
  47. 47. We can now capture
  48. 48. millions of customer interactions
  49. 49. analyse them
  50. 50. apply insights
  51. 51. and make interactions more relevant and engaging.
  52. 52. It's analytics!
  53. 53. Web analytics is something
  54. 54. need You know
  55. 55. But when you get it
  56. 56. Web analytics is not just about the numbers
  57. 57. It’s about Optimisation
  58. 58. It’s about understanding
  59. 59. Your goals
  60. 60. Your audience needs
  61. 61. And reducing the gap in between
  62. 62. And you need to manage that gap
  63. 63. You can’t manage what you don’t measure
  64. 64. If you don’t understand why you’re measuring it
  65. 65. You can’t improveit
  66. 66. You’ve spent hours creating something that you’re passionate about
  67. 67. You’ve toiled over it
  68. 68. You’ve immersed your life in it
  69. 69. But you’re not measuring it’s effect?
  70. 70. Getting the elephant out of the corner doesn't have to be challenge
  71. 71. Ask yourself three questions
  72. 72. Who do you want engaged by this? Why are you doing this? What do you want them to do?
  73. 73. There’s so much you can measure
  74. 74. Measure things that deliver insights
  75. 75. Measure engagement
  76. 76. Take video
  77. 77. It's nice to know the number of times it’s been viewed
  78. 78. But how does that compare?
  79. 79. Source: TubeMogul Online Video Report 2010 78% have less than 2,500 views
  80. 80. Did they view all of it?
  81. 81. Source: TubeMogul Online Video Report 2010
  82. 82. Did they replay it? How many times?
  83. 83. Did they go on to view other videos?
  84. 84. How many of your videos does the average person watch?
  85. 85. Where are they viewing it? On their phone? On their iPad? At work or home?
  86. 86. Which traffic sources work best for you?
  87. 87. Source: TubeMogul Online Video Report 2010
  88. 88. Did they feel so engaged and inspired by your creation that they actually shared it with someone else?
  89. 89. Popularity insights: Number of sites linking to you Unique views Most popular videos Number of comments received Number of Facebook Likes
  90. 90. Engagement insights: Time spent viewing by source New vs. Repeat views Number of videos viewed Signups to something Number of shares (and their activity)
  91. 91. Channel insights: Most popular format Most popular platform Views by channel Completion by channel
  92. 92. If you knew all that, what could you do differently?
  93. 93. If you knew all that, what would you do differently?
  94. 94. Web analytics is not technical mumbo jumbo
  95. 95. It’s there to provide you insights
  96. 96. so that you can improve your ROI
  97. 97. and optimise for better engagement
  98. 98. Answer your 3 questions
  99. 99. Define your strategy
  100. 100. measure accordingly
  101. 101. Unleash your elephant
  102. 102. replace “I think” with “I know”
  103. 103. http://www.elephantsandanalytics.com.au Shameless plug
  104. 104. Tim Elleston senior manager – Digital Media
  105. 105. Any questions?

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