I had a great time at Strategy Institute’s Digital Media Measurement & Pricing Summit this week. It was a bit of a sleeper, one where I wasn’t too sure what to expect, but they had some very strong speakers (including a commanding keynote from Canoe Ventures CEO David Verklin) and a great bunch of client-side marketing practitioners in the room. I’d have blogged some of the sessions, but there was no WiFi and outlets were as scarce as Republican votes for Obama’s stimulus bill.
Still, I can share the presentation I gave, covering some of the practical ground to complement the strategy discussed by fellow presenter Dean McRobie, Organic’s Executive Director of Technology. I annotated my presentation so you’ll be able to get the gist of it even without the voiceover. If you click through to SlideShare, you’ll find the link to download it (along with adding me as a contact or, if it really reasonates, marking it as a favorite).
Lastly, while this presentation is meant to be more of a starting point rather than a Mashable-style bible to every link out there, I’d welcome your take on links and resources that are worth reviewing to include in future presentations, or that other readers of this blog might find useful. This is about user-generated content after all, and the biggest form of thanks I could receive if you learn something from this is to share something you’ve learned in return – and publicly at that, to benefit everyone.
Update: I tried the embedded version and the version on SlideShare, and the slides on SlideShare are generally more clear and easier to read, so I recommend going directly to http://www.slideshare.net/davidberkowitz/usergenerated-content-measurement-from-strategy-institutes-digital-media-measurement-pricing-summit .
Introduction
Anecdotes
Visualization
Quantification
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Show comments Hide commentsThanks for this very interesting presentation.
I’m also passionate by metrics and trends and I’d like to share with you our own experience. Most of the metrics that you provide present overall popularite of topic on media that are broad and mainly generic (twitter, facebook, google).
What we have seen is that if you focus first (let’s say you start aggregating 1000’s of blogs, influential people twitter profile, …) you can actually measure things that cannot be seen in Google trend/ Twitter search type of solution.
Let’s take IT security: When Sarah Palin email was cracked last winter, you would barely see any impact on Google trends, Twitter search or Facebook. By focusing on the 1000’s most influential blogs in security (which we did) the unusual mention of Mrs Palin name made a huge spike.
Also, our experience is that unless you’re looking at a big brand there is not much volume on mid-size company brand name so that to make it actionable… unless you focus first.
Here is a post on our blog relative to this: http://blog.ecairn.com/2008/11/14/trends-google-or-conversationtm-its-different/
I think this approach could complement the tool you mentioned.
This is a really smart approach, Dominic, and you give a good illustration
of how to best use it. Thanks so much for sharing it; I hope others continue
in the discussion here.
One of the most important aspects to all this tracking and accountability is how real time the information is. More of these sources of information are being used by community managers (or whatever the name of the week is) to track and talkback and engage with people. Whether positive or negative, to be able to jump into a conversation happening in real time is becoming crucial. As Dominic said above the larger services are missing the microconversations which can at times be more important than the 1MM person trends.
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