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IAB Measurement Framework25th August 2009
Katie Streten Head of Strategy,Imagination/ Digital
How can the IAB Social Media Measurement Framework work in practice?
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— Head of Strategy at Imagination/ Digital
— Working in online environments since 1995 - Channel 4, Science Museum, Thomson Publishing
— Key projects – FourDocs proto social network, Where are the Joneses? social media collaborative comedy
— Member of the IAB (Internet Advertising Bureau) Social Media Council
What am I going to talk about?
Case study with reference to the IAB framework
A bit about me
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1. Social media is competing for media spend
2. Understanding what’s good, what’s not!
3. Improving and getting more creative
4. Establishing the efficacy of the industry
Why do we need a framework for measurement?
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What is Creative Spaces?
A unique community that gives access to an unparalleled creative resource.
Launched in 2009.
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Social network
Inspirational videos
Content rich
Unique
Brand appropriate
9 clients, differingneeds
What is Creative Spaces?
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What was the brief from the NMOLP?
Launch this innovative new online community for creative/inspired people – through developing genuine, long-lasting relationships.
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IAB framework
I – intent
A – the 4 ‘a’s - awareness, appreciation, action, advocacy
B - benchmarking
So what is the framework?
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Intent
What do you actually want to achieve?
Build awareness for a one-off event or series, generate buzz around stars/products, get the attention of your target market, encourage participation, promote your client’s company, do some research, divert a PR crisis, drive customer loyalty, influence opinion formers, create an ongoing community of fans, uncover customer insights
How do you approach this kind of project?
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Our intent
Kick-start a small, authentic group of 45 super-users who will become Creative Spaces advocates
Devising our strategy
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The 4 As
How do you approach this kind of project?
awareness
Awareness of your social media activity
appreciation
Awareness of your social media activity
action
Solicits a response or influences a decision behaviour
advocacy
Creates WOM or advocacy
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Community growth takes time
InfancyLots of ideas, little action
AdolescenceBattle for survival
BreakthroughFocus, roles and rules
Constructive activityRespect and integrity
MaturityAuthority and value
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Keen amateurs with a common interest
Community interest groups
Professional creatives
Collectors
Academics/Historians
Lifelong learners from 19 - 90
Who are the audience?
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The 4 As and Creative Spaces
How do you approach this kind of project?
awareness
10%
appreciation
10%
action
50%
advocacy
30%
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Which spaces were chosen?
Blogs
Questions, invitations, debates,groups, 24 – 45+
Statements, invites research,recruitment, light touchconversations
Longer conversations, personal,individuals and advocates opinionsand passions 21 – 90
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— Engaging with the existing groups, existing accounts
— Enable cultural partners without Facebook presence to kick start their engagement
Entering the conversation – Facebook
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Entering the conversation – Twitter
— Engaging with the existing groups, existing accounts
— Use the community for research – find bloggers, nodes of influence through searches and #tags and develop advocacy
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— Find appropriate blogs via other social media – Technorati, Delicious, Twitter, StumbleUpon, BlogPulse, socialmedialibrary.com
— Narrow down interest groups – identify nodes
— Approach with humility
— Tailor the email to their interests
— Be clear about the offer – beta testing
— Give time
Entering the conversation – Bloggers
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Benchmarking
What is this?
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Benchmarking
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Benchmarking
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So what can we benchmark against?
Benchmark against your competitorsBenchmark against previous projectsBenchmark against other channels
Sometimes you are your own benchmark!
You also need to define types of engagement that really matter
Benchmarking
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And how can we define/choose KPIs?
social media platform
by 4As
by hard financial and soft metrics
Benchmarking
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The 4as and Hard financials
Benchmarking
AwarenessCost per impression
(cpi)
AppreciationCost per Engagement
(cpe)
Action(cost per lead)
AdvocacyCost per referral
(cpr)
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Benchmarking
How might this work for podcasting?
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The 4as and soft metrics
How do you approach this kind of project?
awareness
Unique visitorsImpressions, offline PR generated
appreciation
Number of subscribers, number of discussion threads,
videos viewed, active users
action
Joining your network, competition entries, business
enquiries
advocacy
Status updates, blog posts,business enquiries, participation
enquiries
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Measurement
Platforms and soft metrics
action
No. Profiles createdNo. Groups formedNo. Notebooks createdNo. Longevity of involvement
advocacy
No. Blog posts writtenNo. Twitter updates
Link it to existing measures that work for your organisation.
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Creative Spaces Achievements
Targets25 bloggers to engage
45 engaged super-users
Results
— 161 blogs contacted
— 24 blog mentions
— 127 mentions on Twitter reaching at total of 38912 followers
— 252 followers on Twitter
— 109 Facebook members
— 187 notebooks
— 57 groups
— 484 people of which 400 engaged users and c.84 museum professionals (900% exceeding the target)
“I was just contacted by this new site, Creative Spaces, which is like a museum community, and it looks like it could be really fun… I think it’s very promising!”http://18thcenturyblog.com/2009/04/creative-spaces
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Thank you for listening
Katie Streten
www.eyesponge.com
www.twitter.com/watusi
http://www.linkedin.com/in/katiestreten
Inoted.wordpress.com
Images: With thanks to Flickr community, Fresh Networks, KWFortmeyer (estate agents)
http://vna.nmolp.org/creativespaces/