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KUDOSA social media planning and

measurement framework

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What is social media?

• By social media we mean the online activities, platforms and practices that generate value and meaning through the exchange of information and opinions.

• We use it to understand, amplify and influence the dialogue around our clients' products and services.

• The key to increasing the brand’s share of conversation lies in engaging with audiences, enabling their activities, building trust and relevance and, as a result, influencing their dialogue, opinions and behaviour.

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New ways to measure

• Most social media activities sit outside of the established media planning and measurement frameworks that advertising relies upon.

• It is clear that if brands are going to use social media they need an organised way of planning their activities and measuring their impact.

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Brand vs. audience balance

Brand vs. audience balance

• A significant difference between social media and traditional broadcast media is that, as we're reliant on the audience for our distribution, we can't just ‘buy’ eyeballs.

• Therefore, considering the balance between the interests of both the brand and audience is vital.

• Both parties have a strong vested interest in what is being communicated and the way it spreads - it helps to think of it as a contract or transaction, with the brand and the audience as the signatories.

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A planning tool

• We believe a framework for thinking is required to help us plan social media activities, estimate and measure results. This framework is based on five principles of good social media marketing.

• And significantly, each of these is important to both the brand and to the audience. In this way we make sure that the interests of each are not just represented, but become shared

• The framework is called KUDOS

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KnowledgeableKnowledgeable

• An activity needs to be knowledgeable; it needs to impart some of the brand’s knowledge to an interested audience.

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Useful

• It needs to be useful, not just to the brand but to the audience as well.

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Desirable

• Desirable to the audience?

DesirableDesirable

• It should contain an element that is desirable to both the audience and to the brand.

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OpenOpen

• The whole activity should be open, both literally and figuratively. The brand should be transparent about their motivations, and the audience should be able to engage and interact with the activity.

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ShareableShareable

• And finally it should be shareable. The brand should be providing something of value to the audience, and the audience should be able to take it away and share it with others.

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Graph taken from Onalytica blogShareable

Open

Desirable

Useful

Knowledgeable• These five principles can be represented by the simple acronym KUDOS: Knowledgeable, Useful, Desirable, Open and Shareable.

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Activities

Dialogue

ContentFunctionality

• We use KUDOS in workshops as a guide to which activities and tactics might work best; as a checklist to make sure each component is knowledgeable, useful, desirable, open and shareable.

• These activities might vary wildly from one brief to another – from content and information to fuel conversations, to tools and services that might facilitate community action. The KUDOS framework allows for this variance while maintaining a uniformity that makes a comparison of metrics possible.

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Targets

• During the planning stage, we look at each of the five KUDOS elements for the proposed activity and give them a qualitative score out of five, based on benchmarks created from previous campaigns.

• We then use this as one of a number of factors in estimating the likely interest in an activity.

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Measuring success

Attribute For Sony BRAVIA For Sony’s Audience Metric

Knowledgeable Was it CGI or not?- Demonstration of BRAVIA’s colour ability

Behind the scenes shots gave audience “insider information”

19000 linksNo. 1 Google Result for “colour advert”2394 Technorati reactions

Useful Repositioned brand at difficult time ( previous anger over Sony Root Kit)

Material made early adopters and later audiences “look cool”

Browser views changed from Firefox to IE over time. 39% IE grew to 56.7%

Desirable First example of “Consumer Distributed Advert”- BRAVIA cast into public mind

Audience loved it. Downloaded thousands of times on Google and YouTube

March 2006 – minimum of 7,123, 225 views (1,800, 000 at BRAVIA.com, 3,305,203 at YouTube, rest on others)

Open No pretence that this was nothing other than marketing material

Assets available for streaming and download in addition to wallpapers etc.

39,500 downloads at BRAVIA.com.

Shareable When public showed interest, behind the scenes info posted

Each new asset was a separate blog post- easy to link to and fast to publish.

2,519 photos tagged “bravia” on Flickr. 9,409 people saved page on Del.ic.ious

• The issue with social media is not finding things to measure -there's an embarrassment of riches in terms of data - but knowing which metrics are useful and meaningful.

• We use the KUDOS framework to select five attributes that allow us to track and optimise activity.

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Measuring the effectGraph taken from Onalytica blog

• Some indication of the effect of social media activity can be found by measuring the change in the interest level around the brand or product. We do this by analysing its share of conversation online.

• By looking at the volume and quality of the commentary around a brand, we are able to see the accumulative effect of all its marketing and offline activity.

• One should note that this is not a stand-alone measure of the change caused by social media; it is a measure of the impact as it occurs in social media. However, by drilling into this data and analysing what topics people are talking about, we may be able to attribute some of the effect.

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