user-generated content measurement, from strategy institute's digital media measurement &...
DESCRIPTION
This presentation by David Berkowitz from Strategy Institute's Digital Media Measurement & Pricing Summit (February 2009) shows four approaches to measuring user-generated content: anecdotes, visualization, quantification, and analysis. These are applied to blogs, Facebook, and Twitter.TRANSCRIPT
![Page 1: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/1.jpg)
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
![Page 2: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/2.jpg)
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
![Page 3: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/3.jpg)
WHAT DID DOYOUWHAT DID DOYOU
WHEN YOU HEARD1549
WAS DOWNED BY
?33
?
![Page 4: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/4.jpg)
My first response:
44
y psearch Twitter(search.twitter.com)
![Page 5: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/5.jpg)
There were links to witnesses’ photos…
55
![Page 6: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/6.jpg)
…Along with mainstream media coverage…g
66
![Page 7: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/7.jpg)
And links kept…And links kept getting shared days after the bird strike.
77
![Page 8: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/8.jpg)
What’s great for marketers: it’s allmarketers: it s all measurable.(image source: twist.flaptor.com)
88
![Page 9: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/9.jpg)
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.
![Page 10: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/10.jpg)
ANECDOTESANECDOTES
1010
![Page 11: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/11.jpg)
Google Blog Search Google Blog Search can round up posts, filtered by time period.(blogsearch.google.com
1111
![Page 12: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/12.jpg)
Facebook Groups Facebook Groups can show consumers’ passion for brands, and also their concerns.
1212
![Page 13: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/13.jpg)
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
![Page 14: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/14.jpg)
VISUALIZATION
1414
![Page 15: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/15.jpg)
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)
![Page 16: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/16.jpg)
Facebook Lexicon Facebook Lexicon shows trends of phrases used intrends of phrases used in conversation in pubilcareas on the site.(facebook.com/lexicon)( )
1616
![Page 17: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/17.jpg)
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
![Page 18: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/18.jpg)
Twitter Tag Cloud
Tag clouds offer great visuals to show who’svisuals to show who s buzzing about what. (tinyurl.com/5kswu7)
1818
![Page 19: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/19.jpg)
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)
![Page 20: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/20.jpg)
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)
![Page 21: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/21.jpg)
MEASUREMENT
2121
![Page 22: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/22.jpg)
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
![Page 23: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/23.jpg)
Adonomics: Facebook Application Measurement
Adonomics is a great source for comparing Facebook application performance over
2323
pp ptime. (adonomics.com)
![Page 24: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/24.jpg)
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
![Page 25: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/25.jpg)
ANALYSISANALYSIS
2525
![Page 26: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/26.jpg)
“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.
![Page 27: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/27.jpg)
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
![Page 28: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/28.jpg)
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
![Page 29: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/29.jpg)
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
![Page 30: User-Generated Content Measurement, from Strategy Institute's Digital Media Measurement & Pricing Summit](https://reader034.vdocuments.net/reader034/viewer/2022051818/54c196c34a79597a6b8b45b3/html5/thumbnails/30.jpg)
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