mapping, planning, measuring
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Presentation to for PRIA Professional Development titled "Mapping, Planning and Measuring the Conversation".TRANSCRIPT
ACT Mapping, Planning and Measuring Conversation
The Twitter (Plus Others) Case Study
June 2012Dr Stephen Dann | @stephendann
@stephendann
First, the house rules
Fire up the technologyLaptops open…tablets to hand…atomic batteries to power…smartphones to speed…
#priapdp – today’s official hashtag
@stephendann
Who am I?
ANU Senior LecturerIf it’s marketing, I teach it*
ANZMAC Webmasterwww.anzmac.org
AuthoreMarketing (2010), Palgrave UK
GeekBrony, Nerf Player, Internet Addict
* Nine different subject areas so far @stephendann
Where am I?
TwitterFacebookYouTubeTumblrInstagramSoundcloudSlideshareStephendann.net (HTML, Web1.0)Stephendann.com (Archive on a blog)
@stephendann
What I do with the internet
Write books about eMarketingAn excuse to buy an Xbox, iPad, Wii, and play Facebook games as homework
Publish researchTwitter Paper (2010)
EducateClassroom blogs,
classroom twitter accounts
@stephendann
What I do with the Internet
Twitter@stephendann
Personal account. Opinions, whims and friends
@drstephendannConference Play by Play commentator
@mktg3024Between class lecture theatre / tutorial room
@anzmacText based megaphone.
Tweeting Since: 13/3/2007 (5 years, 3 months, 11 days)
@stephendann
MAPPINGPhase 1
@stephendann
So where does social media fit into the game
plan?
@stephendann
Where does social media fit?
Those who were at the Twitter session…
Throw me a suggestion via @stephendann
Don’t forget the #priapdp hashtag
OthersOn your own answer cards
We’ll do the voice thing in a moment…
@stephendann
Finding the fit
Sales lead generation?
Market Research?
Two way radio?
News ticker?
Conversations?
Talkback radio?
Text based telephone?
Pretending to be a cat?
Information hydration?
Pretending to be PM?
@stephendann
With that in mind…
Time for me to hold the stage for a moment
@stephendann
Twitter Content Classification
Project started in 2009, and is ongoing…12000+ tweets coded…Peer reviewed and published • Academy of Marketing Science for the method• ANZMAC for the categories• First Monday as an open source methodology• Social Marketing in Public Health for the
application• AMSRS conference for the measurement
@stephendann
Why Twitter?
This started as a rebutal to the Pear Analytics “Mostly Babble” statement about twitter.
Twitter data is really easy to downloadOr I’m good at getting hold of Twitter data
I like Twitter.
@stephendann
What it was…
A measurement system to track how people used their accounts1. Acquire the timeline 2. Count the tweets (n)3. Divide the tweets into one of six categories4. Within those six categories, further subdivide
into the specialist categories.5. Calculate the % of tweets for each of the 28
possible options6. Produce a scorecard.
@stephendann
What it’s become
Categories of conversationmeasure the output andGuide the output
Not limited to TwitterJust founded and grounded there.
@stephendann
PLANNING: THE CATEGORIES
Phase 2
@stephendann
Spam
Conversational
News Events
Status
Phatic
Pass Along
The Categories
@stephendann
ConversationalTalking with the customer
• Action• Activities involving other users • Group check in
• Query• Questions, question marks or polls
• Referral• An @response/reply/wall post which contains URLs or
recommendation of other users.
• Response• Catch-all classification for conversation @tweets• Replies in any social media context
Conversational
@stephendann
News Events: Telling the story
• Announcement• Announcement of a forthcoming event
• Hashtagged• Participation in a live #tagged event
• Headlines• personal eye-witness accounts of news events• Citizen journalism
• Sport• Identifiable results of sporting events• Discussion of live sport from an event
News Events
@stephendann
News Events: Telling the story
• Natural Disaster• personal eye-witness of catastrophic weather
events• Citizen weather bureau
• Transport• Roads, rail, public transport or flights
• Weather• Report of prevailing weather conditions • Not just small talk
News Events
@stephendann
Pass along: Share and share-alike
• Automated Endorsement• Software triggered events
• Endorsement• links to content of interest
• Secondary Social Media• Link from one service to another
• User generated content• Links to own content
Pass Along
@stephendannLoad out
Phatic
• Broadcast• Statements of opinion
• Fourth wall• comments made directly to camera
• Greetings• connections with the audience
• Unclassifiable• Cat + keyboard = asfab w4
Phatic
@stephendann
Status
• Activity• answering “What are you doing now?”
• Automated• triggered by third party applications
• Location• answering “Where are you?”
• Mechanical• any form of technology or mechanical systems
Complaining about MS Word counts as mechanical
Status
@stephendann
Status
• Personal• Answering “What are you feeling?”
• Physical• Answering “What are you physically
experiencing?”
• Temporal• Answering “when are you?”
• Work• Anything that relates to work.
Why do people never get promoted for tweeting about work?
Status
@stephendann
Spam
Really try not to be in this category.
@stephendann
Spam
• Administered Malcontent• Links to malware
• Keyword response• Automated context free responses to keywords
• Illegal Tweet Use• Nike gets red carded in the UK
@stephendann
Spam
• Trend hijacking• One or more #hashtags of trending events in a
tweet unrelated to the trend
• Mention• Replies using the @ command from accounts
which do not follow the user, and which only post replies
• Truthiness• Astroturfing message originating from an
automated account
@stephendann
Back to that note on your cards
@stephendann
Spam
Conversational
News Events
Status
Phatic
Pass Along
@stephendann@stephendann
@mktg3024@mktg3024
@anzmac@anzmac
@drstephendann@drstephendann
@stephendann
Spam
Conversational
News Events
Status
Phatic
Pass Along
@stephendann@stephendann
@mktg3024@mktg3024
@anzmac@anzmac
@drstephendann@drstephendann
@stephendann
Spam
Conversational
News Events
Status
Phatic
Pass Along
@stephendann@stephendann
@mktg3024@mktg3024
@anzmac@anzmac
@drstephendann@drstephendann
@stephendann
Implementing
No battle plan survives contact with the enemy
@stephendann
Kit out for Pass Along content
• If this, then that• Buffer• Houtsuite• Crowdbooster• Instagram• Twylah• Wordpress (WP to Twitter)
@stephendann
Measurement
You may guess where some of this is going
@stephendann
What type of data?
Words or Numbers?Words help track the best performing content
From Hubspot • Type
• (pick a category box)
• Format• text, image, video, file, link, tweet
• Positioning• headline or an interesting line?• ask a question or state a fact?
@stephendann
Defining the length of n+string
Numbers• Klout
Logarithmic scorecard
• KredComplicated score
• TwentyFeetPerformance Dashboard
Words• Storify
• Captures the moments• Archive software• TwapperKeeper*• Archivist• Twitter to PDF
• Axel Bruns• Genius researcher @
QUT
@stephendann* Part of Hootsuite
Results - @stephendann
@stephendann
ConversationalCategory N % Exemplar
Action 77 3% *waves at @USERNAME*
Pass-along 66 2% @USERNAME Items under $1000 are exempt. http://is.gd/AV7K
Query 480 17% Invading Germany from France. Who's with me?
Response 850 30% @USERNAME Beware the polar bears.
Category N %Word Count
Words/ Sentence
>6 lettersDictionary
WordsLinguistic Inquiry Results
Action 77 3% 958 14.74 23.80 67.75 Conjunctions, Inhibition, Inclusive Biological processes
Pass-along 66 2% 1020 18.89 21.86 54.31 OtherP, Period
Query 480 17% 7032 10.13 21.22 75.33 Impersonal pronouns, Auxiliary verbs, Tentative, Discrepancy, QMark
Response 850 30% 13637 17.05 21.97 73.84 3rd pers plural
@stephendann
Conversational
action5% pass-along
4%
query33%
response58%
@stephendann
Questions?
@stephendann
Hashtags
Used to associate a tweet with a topic• Self categorization technique
Put the # symbol in front of a word or phrase#melbquake#priapdp#teambieber
Came to Twitter as a user innovation based on use in other internet services
<- Back @stephendann