Measurement, A Priority for Online Communities. Lithium Offers Community Intelligence with ‘Insight’

Left: Lithium’s Insight Report provides brands with key community attributes, and automated recommendations. Measurement is more important than ever I was briefed by Lithium, one of the vendors in my Community Platform Wave report, of their Insights listening product, which they announced today. In the Wave report, I heavily emphasized the need for measurement, here’s a few key reasons: First of all, “new” media like social is already under scrutiny, measurement was already important. During a recession, with dollars stretched, marketers are under increased pressure to prove their programs. Social media, being largely experimental for many brands, need to measure to quickly ‘course correct’ programs in real time. During times of cutbacks, marketers must know what to cut, and in … Continue readingMeasurement, A Priority for Online Communities. Lithium Offers Community Intelligence with ‘Insight’

Community Managers Must Deliver ROI: Commandments For Surviving a Recession

I’m a former community manager, and many of my friends are currently in this role, and I want to make sure they are armed with the right knowledge to succeed during hard times –I know some of them may get laid off. Community Managers are at risk of being let go During a recession, we know that marketing, sometimes new media and unknown expenses get cut. Unfortunately, to some, the Community Manager role may sit in all three of those areas of scrutiny. Although I’ve been tracking quite a few Community Managers working at enterprise class companies, they must quickly learn to measure, and demonstrate ROI or risk getting cut. Community Managers must educate stakeholders and management. Measurement depends on … Continue readingCommunity Managers Must Deliver ROI: Commandments For Surviving a Recession

Findings: Why You Don’t Need to Tweet to Get Traffic from Twitter

I used to promote my blog posts on Twitter, then when I left Twitter, noticed a significant loss in traffic. Yesterday, I did a blog post encouraging others to tweet then retweet my blog post, as you know, being on a Twitter hiatus gives a unique opportunity to try out some experiments. By the numbers: Here’s the stats from the experiment: In the last 24 hours, 199 folks tweeted these words “How Bloggers Should Inspire Retweets” within 24 hours. Although not all of them used the snipurl I created, there were 2,000 clicks and unique clicks 1,280. This means that the average tweet that linked to the post generated 10 clicks, and about 6.4 unique clicks per person. There were … Continue readingFindings: Why You Don’t Need to Tweet to Get Traffic from Twitter

Understanding HP Lab’s Twitter Research

Left: The famed HP Labs think tank in Palo Alto. A few months ago, I spent an entire day with the HP Labs group in Palo Alto, they’re responsible for the R&D and innovation that goes into their thousands of technology products on the market. I was pleased to see this deep dive scientific research on Twitter by Bernardo A. Huberman, Daniel M. Romero and Fang Wu. You can read the free Social networks that matter: Twitter under the microscope (PDF). Written in an academic style, it’s a bit dense for the casual reader. I write for a business audience and I’ll strip out the most important findings, and add my own insight to what I think matters. As always … Continue readingUnderstanding HP Lab’s Twitter Research

Retweet: The Infectious Power Of Word Of Mouth

Word of Mouth, the Holy Grail of Marketing Word of mouth marketing is one of the most desirable activities to brands, why? Because research on trust shows that consumers (folks like you and me) trust the opinions of people we know more than anyone else. It makes sense of course, think about the next time you’re going to buy a car, who’s opinion are you going to trust, those of your friends or the opinion of the sales guy representing the product? [Information within Microblogging communities like Twitter encourage rapid word of mouth –of both positive and negative content] Twitter, Although Small, Continues to Demonstrate Influence Twitter, which I’m seeing informal stats of around 5 million users, has continued to … Continue readingRetweet: The Infectious Power Of Word Of Mouth

Social Media Measurement: Dashboards vs GPS

Left Image: The dashboard in a car measures key health metrics, but the most important screen is the GPS, it tells me where I’m headed, where I am. and how to get there. Yesterday, I attended Federated Media’s Conversational Marketing Summit in the gorgeous Presidio (my family has history there, my Grandfather was a First LT in the Airforce in WW2 and spent much time there) and moderated a panel on one of my favorite topics: Social Media Measurement. On the panel I had Rob Crumpler, President and CEO, BuzzLogic, Avinash Kaushik, Author, Blogger, Analytics Evangelist, Google, Shahar Nechmad, Founder and CEO, NuConomy, and David Veneski, representing demand from the brands at Intel. These guys were smart. Although I wasn’t … Continue readingSocial Media Measurement: Dashboards vs GPS

Democractic Nomination: Twitter, Blog, and Nominee Website Activity

I was watching the chatter, and participating in the conversation, with great fascination. I’ve recorded some data using free social media tools (minutes after Obama left the stage), that look at keywords on twitter, as well as ‘traffic’ to websites of the runners. I rarely place much weight in any single use of these tools, but there is a clear trend towards Obama getting a great deal of activity. Is this telltale to the future? I’m not sure. Above: Twist provides activity of keywords over last 7 days. I recorded this immediately after Obama spoke. No surprise that Obama frequency would be higher during this event centered on him. Above: TweetVolume, date range unknown, making it difficult to place any … Continue readingDemocractic Nomination: Twitter, Blog, and Nominee Website Activity

Video: BuzzLogic tracks and measures influence

The trust and influence around brands, products has moved to discussions around communities’ lifestyles, often in blogs, social networks and other locations ‘off’ the corporate domain. A new class of measurement tools have emerged, that measure the impact of social media, among them is the BuzzLogic group out of SF. What’s interesting is they look at who’s being influenced by what data node, and who the influencers are in any given topic area. For example, Scoble may have influence in the early adopter technology space, but has little credibility in the alpha moms space. This is important, as leaning on an universal wide measurement system (like Technorati) isn’t relevant as we create more niches around topics and markets. This video … Continue readingVideo: BuzzLogic tracks and measures influence

Companies that Track Discussions in Forums and Communities

Marketers and individuals know how important it is to track conversations in websites, especially where peers connect to each other (sometimes, where the highest trust occurs). A handful of new tools are starting to emerge that give specific tool based search, which I’ve started to list out below. This list is specifically for tools that track discussion boards, forums, and communities, for a broader reach, see this list of companies that measures brands on the social web. How to use these tools? Plugin your company name, product name, executives names, for your own company and your competitors, to see who is saying what about your brand. Companies that Track Discussions in Forums and Communities: Boardtracker “BoardTracker.com, a Pidgin Technologies property, … Continue readingCompanies that Track Discussions in Forums and Communities

Video: Sea World’s Social Media Program and Measurement (7:10)

If you’re in need of a vacation, take this roller coaster ride with Shel Israel, who’s on a mission to explore social media when it comes to companies, a topic I’m focused on as a researcher. Sea World worked with Kami Huyse to “move the needle” to reach out to an influence community called “American Coaster Enthusiasts” to reach them using social media tools. They used YouTube, Flickr to publish their media and encouraged the community to use the videos (creative commons rights) and were encouraging content to be created. You’ll learn that this six week campaign reaches specific downloads and activity, some were downloaded 100,000 times. What about this makes a good strategy? Sea World found their passion community … Continue readingVideo: Sea World’s Social Media Program and Measurement (7:10)