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IAB Measurement Framework25th August 2009

Katie Streten Head of Strategy,Imagination/ Digital

How can the IAB Social Media Measurement Framework work in practice?

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— Head of Strategy at Imagination/ Digital

— Working in online environments since 1995 - Channel 4, Science Museum, Thomson Publishing

— Key projects – FourDocs proto social network, Where are the Joneses? social media collaborative comedy

— Member of the IAB (Internet Advertising Bureau) Social Media Council

What am I going to talk about?

Case study with reference to the IAB framework

A bit about me

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1. Social media is competing for media spend

2. Understanding what’s good, what’s not!

3. Improving and getting more creative

4. Establishing the efficacy of the industry

Why do we need a framework for measurement?

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What is Creative Spaces?

A unique community that gives access to an unparalleled creative resource.

Launched in 2009.

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Social network

Inspirational videos

Content rich

Unique

Brand appropriate

9 clients, differingneeds

What is Creative Spaces?

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What was the brief from the NMOLP?

Launch this innovative new online community for creative/inspired people – through developing genuine, long-lasting relationships.

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IAB framework

I – intent

A – the 4 ‘a’s - awareness, appreciation, action, advocacy

B - benchmarking

So what is the framework?

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Intent

What do you actually want to achieve?

Build awareness for a one-off event or series, generate buzz around stars/products, get the attention of your target market, encourage participation, promote your client’s company, do some research, divert a PR crisis, drive customer loyalty, influence opinion formers, create an ongoing community of fans, uncover customer insights

How do you approach this kind of project?

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Our intent

Kick-start a small, authentic group of 45 super-users who will become Creative Spaces advocates

Devising our strategy

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The 4 As

How do you approach this kind of project?

awareness

Awareness of your social media activity

appreciation

Awareness of your social media activity

action

Solicits a response or influences a decision behaviour

advocacy

Creates WOM or advocacy

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Community growth takes time

InfancyLots of ideas, little action

AdolescenceBattle for survival

BreakthroughFocus, roles and rules

Constructive activityRespect and integrity

MaturityAuthority and value

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Keen amateurs with a common interest

Community interest groups

Professional creatives

Collectors

Academics/Historians

Lifelong learners from 19 - 90

Who are the audience?

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The 4 As and Creative Spaces

How do you approach this kind of project?

awareness

10%

appreciation

10%

action

50%

advocacy

30%

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Which spaces were chosen?

Twitter

Blogs

Facebook

Twitter

Questions, invitations, debates,groups, 24 – 45+

Statements, invites research,recruitment, light touchconversations

Longer conversations, personal,individuals and advocates opinionsand passions 21 – 90

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— Engaging with the existing groups, existing accounts

— Enable cultural partners without Facebook presence to kick start their engagement

Entering the conversation – Facebook

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Entering the conversation – Twitter

— Engaging with the existing groups, existing accounts

— Use the community for research – find bloggers, nodes of influence through searches and #tags and develop advocacy

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— Find appropriate blogs via other social media – Technorati, Delicious, Twitter, StumbleUpon, BlogPulse, socialmedialibrary.com

— Narrow down interest groups – identify nodes

— Approach with humility

— Tailor the email to their interests

— Be clear about the offer – beta testing

— Give time

Entering the conversation – Bloggers

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Benchmarking

What is this?

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Benchmarking

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Benchmarking

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So what can we benchmark against?

Benchmark against your competitorsBenchmark against previous projectsBenchmark against other channels

Sometimes you are your own benchmark!

You also need to define types of engagement that really matter

Benchmarking

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And how can we define/choose KPIs?

social media platform

by 4As

by hard financial and soft metrics

Benchmarking

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The 4as and Hard financials

Benchmarking

AwarenessCost per impression

(cpi)

AppreciationCost per Engagement

(cpe)

Action(cost per lead)

AdvocacyCost per referral

(cpr)

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Benchmarking

How might this work for podcasting?

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The 4as and soft metrics

How do you approach this kind of project?

awareness

Unique visitorsImpressions, offline PR generated

appreciation

Number of subscribers, number of discussion threads,

videos viewed, active users

action

Joining your network, competition entries, business

enquiries

advocacy

Status updates, blog posts,business enquiries, participation

enquiries

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Measurement

Platforms and soft metrics

action

No. Profiles createdNo. Groups formedNo. Notebooks createdNo. Longevity of involvement

advocacy

No. Blog posts writtenNo. Twitter updates

Link it to existing measures that work for your organisation.

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Creative Spaces Achievements

Targets25 bloggers to engage

45 engaged super-users

Results

— 161 blogs contacted

— 24 blog mentions

— 127 mentions on Twitter reaching at total of 38912 followers

— 252 followers on Twitter

— 109 Facebook members

— 187 notebooks

— 57 groups

— 484 people of which 400 engaged users and c.84 museum professionals (900% exceeding the target)

“I was just contacted by this new site, Creative Spaces, which is like a museum community, and it looks like it could be really fun… I think it’s very promising!”http://18thcenturyblog.com/2009/04/creative-spaces

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Thank you for listening

Katie Streten

www.eyesponge.com

www.twitter.com/watusi

http://www.linkedin.com/in/katiestreten

Inoted.wordpress.com

Images: With thanks to Flickr community, Fresh Networks, KWFortmeyer (estate agents)

http://vna.nmolp.org/creativespaces/