User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing...
-
Upload
david-berkowitz -
Category
Business
-
view
4.255 -
download
2
description
Transcript of User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing...
Note: Annotations for the online version appear in these text boxes. Links to sources appear in notes on the slides and in a full list on the second-to-last slide Enjoy - David
The A-V-Q-A oflast slide. Enjoy. - David
UGC: MetricsUnderstanding UGC Measurement to Better Maximize Your
Advertising Effectiveness
David Berkowitz David Berkowitz Director of Emerging Media & Client Strategy
360iF b 4 2009February 4, 2009
1
The A-V-Q-A ofThe A-V-Q-A ofUGC: Metrics
Understanding UGC Measurement to Better Maximize Your Advertising Effectiveness
David Berkowitz Director of Emerging Media & Client Strategy, 360i
February 4, 2009
2
WHAT DID DOYOUWHAT DID DOYOU
WHEN YOU HEARD1549
WAS DOWNED BY
?33
?
My first response:
44
y psearch Twitter(search.twitter.com)
There were links to witnesses’ photos…
55
…Along with mainstream media coverage…g
66
And links kept…And links kept getting shared days after the bird strike.
77
What’s great for marketers: it’s allmarketers: it s all measurable.(image source: twist.flaptor.com)
88
4 Ways to Measure UGC
1. ANECDOTES2 VISUALIZATION2. VISUALIZATION3 QUANTIFICATION3. QUANTIFICATION4. ANALYSIS
The focus of this talk is applying these four
99
The focus of this talk is applying these four measurement approaches to: blogs, Facebook (as an indicator of social networks), and Twitter.
ANECDOTESANECDOTES
1010
Google Blog Search Google Blog Search can round up posts, filtered by time period.(blogsearch.google.com
1111
Facebook Groups Facebook Groups can show consumers’ passion for brands, and also their concerns.
1212
Twitter Search Twitter Search provides more candid, up-to-the-minute thoughts on a brand, its competitors, and its industry.( h t itt )(search.twitter.com)
1313
VISUALIZATION
1414
Vitrue’s Social Media Index
This index shows relative scale and activity, and can indicate where to foc s social media
1515
focus social media marketing efforts.(vitrue.com/smi)
Facebook Lexicon Facebook Lexicon shows trends of phrases used intrends of phrases used in conversation in pubilcareas on the site.(facebook.com/lexicon)( )
1616
Facebook Lexicon Marketers can compare such social media trends t h ti it hto search activity, such as by overlaying Google Trends data.(google com/trends)(google.com/trends)
1717
Twitter Tag Cloud
Tag clouds offer great visuals to show who’svisuals to show who s buzzing about what. (tinyurl.com/5kswu7)
1818
Doth Mine Tag Cloud Be True?Tag Cloud for Shakespeare’s 154 Sonnets, via TagCrowd
Even Shakespeare can appear as a tag cloud. There’s no iambic pentameter here just the most
1919
pentameter here, just the most popular keywords. (tagcrowd.com)
NYT Twitter Chatter During Super Bowl LXIII
To see a dynamic tag cloud in action, try the NY Times’ Super Bowl Twitter
2020
try the NY Times Super Bowl Twitter Chatter feature and watch the tags change over time. (tinyurl.com/bbqgv5)
MEASUREMENT
2121
Blog Buzz Analysis
Bl M i fBlog Mentions for “[Campaign Key Terms]”
This example from a report for a marketer shows the volume of blog buzz before and after a social media campaign.
2222
Adonomics: Facebook Application Measurement
Adonomics is a great source for comparing Facebook application performance over
2323
pp ptime. (adonomics.com)
TweetVolume: Twitter BuzzTweetVolume shows TwitterTweetVolume shows Twitter buzz, such as here for five of the deadly sins, but one can’t narrow it down to a certainnarrow it down to a certain timeframe. (tweetvolume.com)
2424
ANALYSISANALYSIS
2525
“The Best Tool is You.” Some monitoring services can help, but ultimately you need people analyzing the trends who
2626
y y p p y greally understand your challenges and goals. No tool will replace that.
Blog Content Analysis This example from a client-facing report shows analysis of blog sentiment and categories for posts relating to a brand. g p gThese are especially effective when conducted periodically over time to illustrate the impact of marketing.
Sentiment
CategoryCategory
2727
Social Media Marketing SnapshotOne final example comes from a social media audit (the brand audited is omitted) to show a one-page overview of a brand’s social media presence. This is just a snapshot from a deeper report.
Engages with community Creative interestingEngages with community~40 followers
Creative, interestingMinimal interaction, virality
Cute extension Would be better as Fan Pagethan profile
Good resourceDry, text-heavy, hard to read
28
than profile
Useful LinksIntroduction• Twitter Search: search.twitter.com• Twist: twist.flaptor.com
Anecdotes• Google Blog Search: blogsearch.google.com
Visualization• Social Media Index: www.vitrue.com/smi• Facebook Lexicon: www.facebook.com/lexicon• Google Trends: www.google.com/trends• Twitter Tag Cloud: www brownphp comTwitter Tag Cloud: www.brownphp.com• TagCrowd: www.tagcrowd.com• New York Times Twitter Chatter: www.nytimes.com
QuantificationQuantification• Blogpulse: www.blogpulse.com• Adonomics: www.adonomics.com• TweetVolume: www.tweetvolume.com
2929
Thanks!
David BerkowitzDirector of Emerging Media &Client Strategy360i Blog: blog.360i.comMy Blog: MarketersStudio comMy Blog: MarketersStudio.com
P: [email protected] itt @db k itTwitter: @dberkowitzMeeID.com/david
3030