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At the measurement matters (#TTMM) social media conference, AlterSpark discussed the three metrics for social media engagement: people, position, and power. People are the actors who are party to a campaign or issue. Power is defined as a measure of online influence, persuasiveness, or ability to change outcomes in a debate or campaign. Position is a measure of opinions or sentiment. Numerous social media measurement services seek to measure these two metrics in one way or another. This presentation describes what these metrics are, how they can be measured, why they're important, and how e-campaigners use them to aid strategic decision making and daily operations.
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STRATEGY AND METRICS FOR ONLINE CAMPAIGNS3Ps: players, power and position
Brian Cugelman, PhDManaging Director, AlterSpark
Content in this presentation may be used provided credit is attributed to: AlterSpark, www.alterspark.com
28 September 2010
Third Tuesday Measurement MattersToronto, Canada
ONLINE CAMPAIGN CHALLENGESASSUMPTION: You know your target audiences and what you
want them to think or do, but...
• There are many segments online. Which is the “lowest hanging fruit”
• There are too many networks, web locations, and channels
• You’re not sure the most cost effective way to exert influence
• You have too many opportunities and not enough resources
• Competitions is fierce2
THE 3PS: PLAYERS, POSITION, POWER
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COMMON SOLUTION: KNOW YOUR3PS
Many solutions focus on three metrics: the 3Ps
• Players: Actors, stakeholders, or target audiences
• Position: Sentiment and opinion towards an issue
• Power: Ability to influence others or shape outcomes
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DESIGNING A CAMPAIGN WITH THE END IN MIND
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More Supportive
Position
Less Supportive
Position
Less Power to Influence
More Power to Influence
A
B
C
D
EG
F
CLIMATE GATE: WHO SUPPORTS AND OPPOSES THE CLIMATE SKEPTICS
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Supports CC Skeptics Opposes CC Skeptics
More Powerful
LessPowerful
HOW TO MEASURE THE 3PS
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DEFINING PLAYERS
Depends on the application
Defining audiences online• Individuals: demographics, psychographics• Groups: political blocs, organizations, companies,
social movements• Online objects: websites, webpage, blog, social
media profiles
Can be difficult to define players online, especially across numerous online profiles
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QUANTIFYING POWER: CONCEPT OF INFLUENCE
Media Channel
1
2
3
4
5Based on Kats and Lazerfeld (1955) with a few modern adaptations
Opponent Opinion Leader
SupporterOpinion Leader-
+
QUANTIFYING POWER: MEASURING INFLUENCE
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MEASURING POSITION
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MEASURING POSITION
Automatic sentiment detection (opinion mining) • Fast and can handle huge volumes of data, but…• 50% accuracy is no progress, 60% accuracy is like 10%
correct• Good results for specific types of text and domains• Nobody has cracked automated sentiment detection,
despite marketing hype• Lacks understanding, and depth of insight
Manual content analysis• More trustworthy, but…• Can be considered subjective, though inter-coder
reliability and training can offer trustworthy results• Time consuming, though random sampling within an
acceptable confidence interval can save time
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APPLYING THE 3PS TO SOCIAL MEDIA CAMPAIGNS
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USING THE 3PS FOR SOCIAL MEDIA ENGAGEMENT DECISIONS
Engage your powerful supporters • Strengthen and motivate your influential allies• Spread your message in a cost effective way• Self praise is not persuasive, but third party endorsements are
Engage some powerful critics with caution • Pre-emptive engagement can defend your campaign, brand, ideas,
or reputation• Classify opponents, and determine whether and how to respond• Master e-diplomacy to soften, or win over critics
Monitor low power players• Don’t prioritize low power players, so you can invest in players that
matter• Only engage low power players for exceptions or with bulk means• Monitor low power players in the long tail to catch the fast rising
players
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INFLUENCE MAPPING SERVICES
AlterSpark provides influence mapping services to help organizations plan, monitoring, and evaluate their online outreach campaigns
For more information, visit www.alterspark.com
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CONTACT US
Brian Cugelman, PhDManaging Director, AlterSpark
Phone: +1 (416) 921-2055
www.AlterSpark.com@AlterSpark alterspark alterspark alterspark
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