Social Media is no different from any other marketing activity for business in that it needs to be tracked and measured to ensure value against objectives. What is different, is both the style of the communications and the plethora of tools available to complete this tracking - many of which are still to be proven due to the relative infancy of the channel by comparison to more traditional media options.
That said, there is little forgiveness for its youthfulness and social media has to work harder to prove its value to most marketing professionals and certainly in order to demonstrate worth to CEOs and Boards. After all, social media is just a fad…isn’t it? Seriously though, we do face a number of challenges in proving the value of social media in terms of tracking organisations whose ultimate value measure lies offline.
Social Media allows us to have conversations - this as a means of communication is a much more complex channel to track as messages are two, or multi directional. Because of this, there is a need for these to be tracked both more frequently and using multiple approaches due to idiosyncrasies across social media platforms set ups and language.
Working with Tourism New South Wales on their ‘7 days in Sydney’ social media campaign, Daemon Digital worked much in the way that social media does when tracking outputs. We responded to what was happening, where shifts were made and what tools were best for the change in activity.
Whilst that might sound reactive, in fact we had set up a very structured outputs framework that married back against TNSW’s overall brand objectives and key messages. The strategy didn’t change, we just altered our game plan to glean the most detailed information.
In order to establish an overall brand perception, Daemon Digital first created a query framework and key word search against TNSW’s key messages run through a crawler system tracking over 6 million conversations of web chatter across blogs, wikis, forums and networks. From this, an eco-system of activity was created across each key message area to establish levels of activity and sentiment around these.
Using a combination of free tools, Daemon Digital established more specific trackers against the content creation from ‘7 Days in Sydney’ and the identity ‘Sydney Sider’. Blogs, microblogs, videos and engagement were tracked on a weekly basis, aggregated and expanded at specific points in the campaign to give greater insight.
The campaign itself is a success, with significant shift in the share of voice in social media from 22% to 39%. Ongoing measures are in place to track against the objective of increasing the number of travellers to Sydney by air ticket tracking and the number of nights in hotels.
For more on Daemon Digital and to view the case study http://ow.ly/LI1U
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Showing posts with label micro blogging. daemon digital. Show all posts
Showing posts with label micro blogging. daemon digital. Show all posts
Sunday, December 13, 2009
Tuesday, July 28, 2009
3 seconds is all you get
It used to be, according to the traditional rule of thumb, you could divide newspaper readers into three distinct groups based on how they read each page. This rule of thumb was called the 30:3:30 rule and was based on the theory that people read each page of a newspaper in 30 seconds, three minutes or 30 minutes.
The theory followed that in 30 seconds all you could read on each page would be the headlines, that in three minutes you would read both the headlines and the first paragraph of each piece and that finally, in 30 minutes, you could read every word in every story on the page.
Now, with internet penetration levels at their current highs and with wall to wall access to broadcast media; newspapers do not break news anymore. They can report it and they can add significantly more analysis and editorial than their broadcast competitors – but in simple terms the old rule of thumb doesn’t hold up so well anymore for print media, so how well does it apply to our uptake and use of social media?
The first problem with a rule which has 30 seconds as it’s lowest time parameter is that in social media, 30 seconds is a long time. Consider Twitter for example where 30 seconds to read a tweet is a lifetime. In 30 seconds you could conceivably have read a post, retweeted it and moved on to check the footie scores.
So, for social media there’s a new rule: the 3:30:3 principle or that someone will spend three seconds reading a tweet; 30 seconds reading a blog post; or finally and as a maximum say three minutes following a link, responding to a post or starting a conversation.
In its simplest form, this principle promotes that you have to use language that will capture someone’s imagination in three seconds, encouraging them to want to know more, follow you, digg you, join as a fan or even simply entertain.
There are apparently more new words added to the English language each year than existed when Shakespeare was alive and with only three seconds to make a lasting impact we may well need to keep creating them.
The theory followed that in 30 seconds all you could read on each page would be the headlines, that in three minutes you would read both the headlines and the first paragraph of each piece and that finally, in 30 minutes, you could read every word in every story on the page.
Now, with internet penetration levels at their current highs and with wall to wall access to broadcast media; newspapers do not break news anymore. They can report it and they can add significantly more analysis and editorial than their broadcast competitors – but in simple terms the old rule of thumb doesn’t hold up so well anymore for print media, so how well does it apply to our uptake and use of social media?
The first problem with a rule which has 30 seconds as it’s lowest time parameter is that in social media, 30 seconds is a long time. Consider Twitter for example where 30 seconds to read a tweet is a lifetime. In 30 seconds you could conceivably have read a post, retweeted it and moved on to check the footie scores.
So, for social media there’s a new rule: the 3:30:3 principle or that someone will spend three seconds reading a tweet; 30 seconds reading a blog post; or finally and as a maximum say three minutes following a link, responding to a post or starting a conversation.
In its simplest form, this principle promotes that you have to use language that will capture someone’s imagination in three seconds, encouraging them to want to know more, follow you, digg you, join as a fan or even simply entertain.
There are apparently more new words added to the English language each year than existed when Shakespeare was alive and with only three seconds to make a lasting impact we may well need to keep creating them.
Tuesday, March 3, 2009
Undergraduate social networking
8 out of 10 Australian undergraduates are using the web for social networking, almost twice the number who go online to game (42%), according to a new study by Daemon Digital.
Facebook and YouTube were the most commonly used sites by young Australians with MySpace in third place. Online photo site, Flickr and dating site, RSVP also made it in the Top Ten social networking sites used.
The popularity of social networking has grown exponentially in the last 24 months and, as a result, these sites are finally beginning to gain recognition among Australian businesses. Social networks are being used for recruitment purposes, trialling new products and supporting product launches. But they are only now beginning to gain recognition.
While business heads and marketers are in agreement that they must start to use social networking channels, the vast majority are not sure where to start or how to get involved. Businesses cannot afford to ignore this migration and one of the best approaches is to treat online social media in the same way as organisations value traditional networking – attend and engage in conversations where those conversations are being held.
Many organisations still expect consumers to find their content on corporate sites, which of course many do. The corporate site is a business necessity in the same way as a letterhead used to be, but many organisations would be better served actively seeking out users to engage them in conversation.
The first step has got to be to listen to the conversations that are underway and finding out a little more about your organisation’s reputation in social media. Software tools such as Social Radar, combined with human understanding are very illuminating for most organisations.
Facebook and YouTube were the most commonly used sites by young Australians with MySpace in third place. Online photo site, Flickr and dating site, RSVP also made it in the Top Ten social networking sites used.
The popularity of social networking has grown exponentially in the last 24 months and, as a result, these sites are finally beginning to gain recognition among Australian businesses. Social networks are being used for recruitment purposes, trialling new products and supporting product launches. But they are only now beginning to gain recognition.
While business heads and marketers are in agreement that they must start to use social networking channels, the vast majority are not sure where to start or how to get involved. Businesses cannot afford to ignore this migration and one of the best approaches is to treat online social media in the same way as organisations value traditional networking – attend and engage in conversations where those conversations are being held.
Many organisations still expect consumers to find their content on corporate sites, which of course many do. The corporate site is a business necessity in the same way as a letterhead used to be, but many organisations would be better served actively seeking out users to engage them in conversation.
The first step has got to be to listen to the conversations that are underway and finding out a little more about your organisation’s reputation in social media. Software tools such as Social Radar, combined with human understanding are very illuminating for most organisations.
Thursday, February 19, 2009
A SledgeYammer blow?
In an update to yesterday’s Yammer post, the enterprise version of Twitter announced the release of new hosted version of the software allowing organisation’s to install it with their firewall which should fully remove any ITC concerns with regards to the security of the posts.
Wednesday, February 18, 2009
Stop, Yammertime
You will most likely already be aware of Twitter, but just in case you’re not, Twitter is a micro-blogging social network that allows its users to send and read other users' updates. Each blog posting, or Tweet, can only be a maximum of 140 characters long. They are swift, short, sharp updates of what’s new, what’s happening or in many cases, simply what’s trivial and pointless.
Tweets are displayed on a user's profile page and delivered to other users who have specifically signed up to receive them. The service works by choosing people you want to ‘follow’ so you view their messages and have people ‘follow’ you in return, so they receive your updates.
This can certainly be trivial, but it doesn’t have to be and there are some great examples of organisations which are driving social media strategies using Twitter. Daemon Digital has recommended the use of Twitter to a number of organisations as part of a wider strategy and for more information see the following post on Mashable http://mashable.com/2009/01/21/best-twitter-brands
Taking this concept further and inside an organisation is Yammer – http://www.yammer.com/ – an enterprise version of Twitter which excludes any user without a specific enterprise’s email suffix, for example @daemongroup.com to join any given feed. This creates a very simple tool through which colleagues can update one another more securely with items of information that are useful but not worthy of a newsletter style article.
What’s so effective about this is that useful information can be communicated, for example “We had a great meeting with XYZ Co.” and dialogue can be created, for example, “I have a great idea for XYZ Co. does anyone have a contact there?” intra-day and across an organisation without waiting for the company update.
It feels as though this type of internal communication, which is fast, timely and cost effective, is more likely to be read than the traditional email or newsletter update, if for no better reason than it’s short and actually adds value.
And lest we forget, in the immortal words of MC Yammer (sic)
Break it Down
Stop, Yammertime.
Tweets are displayed on a user's profile page and delivered to other users who have specifically signed up to receive them. The service works by choosing people you want to ‘follow’ so you view their messages and have people ‘follow’ you in return, so they receive your updates.
This can certainly be trivial, but it doesn’t have to be and there are some great examples of organisations which are driving social media strategies using Twitter. Daemon Digital has recommended the use of Twitter to a number of organisations as part of a wider strategy and for more information see the following post on Mashable http://mashable.com/2009/01/21/best-twitter-brands
Taking this concept further and inside an organisation is Yammer – http://www.yammer.com/ – an enterprise version of Twitter which excludes any user without a specific enterprise’s email suffix, for example @daemongroup.com to join any given feed. This creates a very simple tool through which colleagues can update one another more securely with items of information that are useful but not worthy of a newsletter style article.
What’s so effective about this is that useful information can be communicated, for example “We had a great meeting with XYZ Co.” and dialogue can be created, for example, “I have a great idea for XYZ Co. does anyone have a contact there?” intra-day and across an organisation without waiting for the company update.
It feels as though this type of internal communication, which is fast, timely and cost effective, is more likely to be read than the traditional email or newsletter update, if for no better reason than it’s short and actually adds value.
And lest we forget, in the immortal words of MC Yammer (sic)
Break it Down
Stop, Yammertime.
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