user-generated content measurement, from strategy institute's digital media measurement &...

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

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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

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WHAT DID DOYOUWHAT DID DOYOU

WHEN YOU HEARD1549

WAS DOWNED BY

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?

My first response:

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y psearch Twitter(search.twitter.com)

There were links to witnesses’ photos…

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…Along with mainstream media coverage…g

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And links kept…And links kept getting shared days after the bird strike.

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What’s great for marketers: it’s allmarketers: it s all measurable.(image source: twist.flaptor.com)

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4 Ways to Measure UGC

1. ANECDOTES2 VISUALIZATION2. VISUALIZATION3 QUANTIFICATION3. QUANTIFICATION4. ANALYSIS

The focus of this talk is applying these four

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The focus of this talk is applying these four measurement approaches to: blogs, Facebook (as an indicator of social networks), and Twitter.

ANECDOTESANECDOTES

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Google Blog Search Google Blog Search can round up posts, filtered by time period.(blogsearch.google.com

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Facebook Groups Facebook Groups can show consumers’ passion for brands, and also their concerns.

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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)

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VISUALIZATION

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Vitrue’s Social Media Index

This index shows relative scale and activity, and can indicate where to foc s social media

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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)( )

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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)

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Twitter Tag Cloud

Tag clouds offer great visuals to show who’svisuals to show who s buzzing about what. (tinyurl.com/5kswu7)

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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

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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

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try the NY Times Super Bowl Twitter Chatter feature and watch the tags change over time. (tinyurl.com/bbqgv5)

MEASUREMENT

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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.

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Adonomics: Facebook Application Measurement

Adonomics is a great source for comparing Facebook application performance over

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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)

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ANALYSISANALYSIS

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“The Best Tool is You.” Some monitoring services can help, but ultimately you need people analyzing the trends who

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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

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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

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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

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Thanks!

David BerkowitzDirector of Emerging Media &Client Strategy360i Blog: blog.360i.comMy Blog: MarketersStudio comMy Blog: MarketersStudio.com

P: 212.703.7257dberkowitz@360i.comT itt @db k itTwitter: @dberkowitzMeeID.com/david

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