measuring the “telling” in the selling of the story presentation version
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Measuring the “Telling” in the Selling of the StoryClassifying Instagram Imagery for Internal Benchmarks
Dr Stephen DannSenior Lecturer
Australian National University
What was the story we told?
Does it match what we intended to say?
Instagram: Content Measurement
Why measure the telling?
All the world’s an instagram page…
How we storyboard it versus how it survived contact with customer
This is a means to report back on the story telling
Marketers do know how to tell a story
Meaning can show up entirely on it’s own
The story measuring process:
acquiring the data
Preparation
Is it a promise?
Does it look like reality?
Could reality look like it?
Sensible shoes and fully charged accessories are key to mystery shopping data collections
Mystery client study
Tools of the trade
Replication
@Hamleysofficial
Field Capture Field Capture
@Hamleysofficial
Replication
Replication
Replication
Replication
Replication
Replication
A framework
A score card
A magic chart
Reporting back
The aim is to avoid the organization creating too many own gulls
The field test of promise versus reality
#OperationLegoland
The Framework
Performance
In-Camera Prepared Earlier
Promise
Possible Realism Regram
Impossible Aspirational Advertorial
Type 1: Aspirational (Intentionally Unattainable)
Demonstrably staged
A reflection of “what could be”
Behind the scenes
Type 2: Advertorial(Intentional Unreal)
Created outside of the camera
Advertising copy
Reposted from the timeline of another…
The ultimate “Here’s one we prepared earlier”
Type 3: Regrammed(Really Kept Promise)
We should feel that we could live that
experience, or at least capture that shot,
with our own experiences
Type 4: Realism(This is the real still life)
A promise unrealised or over sold
(Mis)Type 5: Broken Promise(unrealised promise)
The Scorecard ApproachRegrammed Realism Broken Promise Aspirational Advertorial
23 128 14 32 21
The Magic Chart
Type N count Percent Normalised
Regrammed 23 11% 0.18
Realism 128 59% 1.00
Broken Promise 14 6% 0.11
Aspirational 32 15% 0.25
Advertorial 21 10% 0.16
218
Regrammed
Realism
BrokenPromise
Aspirational
Advertorial
It makes for a lovely time series with event interval coding
Instagram keeps changing the deal
June 2016 API change
Difficultly in accessing captions
(as yet) no internal timeline download
Sunset Clause
Measure the internal message
Metrics for the content as created
Consider it Phase 1: Counts and Categories
Opportunity to go semiotic analysis
and
You can’t talk about Instagram for this many slides without featuring at least one cat.
The Take Homes
Measuring the “Telling” in the Selling of the StoryClassifying Instagram Imagery for Internal Benchmarks
Dr Stephen DannSenior Lecturer
Australian National University