someone is talking about your organisation but do you know who they are and what they are saying?
DESCRIPTION
Roger Jones, Beth Granter and Reben Turner at Digital Leap 09TRANSCRIPT
http://flickrvision.com/maps/show_3d
Good morning!
Puppet master
objectives
Car analogy
PeoplePeopleObjectivesCreative activationTechnologyMeasurementResults
… ..
PeoplePeopleFoodieAnimal loverEarth guardianPoliticoHealth conscious
… ..
PeopleObjectivesIncrease awareness ofDrive traffic to the http://ciwf.org.uk website
Increase donations… ..
• Following key people
• Tweeting news and links
• Communicating with people via ‘@’ replies
• Asking what people wanted us to tweet about
• Asking people to blog about us
• Thanking people for RTs
• 409 total items
• 28 new items which were optimised
• Tagging
• Contact interaction
• Adding photos to groups
• Creation and management of a group
Objectives
Measurement
• Followers (mainly)
• The power of this network of followers (2nd-order followers)
• Pace of your updates
• Completeness of your profile
• and “a few other factors.”
– The algorithm uses the degree of engagement of a twitter user (how often they get responded to and cited).
http://twitter.grader.com
Based on:
Popularity (who you know and the extent of your online network)
Impact (how much people listen to you online)
Activity (how active you are online)
Individuality - how easy you are to find online according to your namehttp://qdos.com
Numerical values, e.g. x blog posts in the last month, fed into a vector that partially normalises over the user population, to get a final score
• Use segments to exclude other ad streams, e.g. banner ads
• 2236/17047 = 13% of referrals were via social media during the project
• The previous average was 4%
Measurement
Twitter Grader
63
97.9
60
65
70
75
80
85
90
95
100
19/01/2009 23/01/2009 30/01/2009 06/02/2009 13/02/2009 21/02/2009 27/02/2009 06/03/2009 03/09/2009 20/03/2009
Date
Gra
de
(%)
• 43 @ciwf tweets (links, conversations)
• From 23 to 1,629 followers (ears)
• 72 “Compassion in World Farming” tweets
• 7 ciwf.org.uk tweets
Results403% increase in page views via social media referrals (in
comparison to previous social media referrals)
Visitors via social media spent 45% longer on the site
Blog or forum posts on over 20 sites
SEO: on Yahoo Image Search, Compassion’s images now come up on the first page for various key search terms
Over 1,500 Twitter followers gained
Over 70 mentions by the Twitter community
Over 4000 new Facebook Fans (133% increase)
50% of people clicking the Facebook Ads went on to become Fans
Click throughs from Wikipedia increased over 700%
