IAB measurement

IAB Measurement Framework 25 th August 2009 Katie Streten Head of Strategy, Imagination/ Digital How can the IAB Social Media Measurement Framework work in practice?

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A bit about me

[object Object],[object Object],[object Object],[object Object],Why do we need a framework for measurement?

What is Creative Spaces? A unique community that gives access to an unparalleled creative resource. Launched in 2009.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What is Creative Spaces?

What was the brief from the NMOLP? Launch this innovative new online community for creative/inspired people – through developing genuine, long-lasting relationships.

[object Object],[object Object],[object Object],[object Object],So what is the framework?

[object Object],[object Object],[object Object],How do you approach this kind of project?

[object Object],[object Object],Devising our strategy

[object Object],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

Community growth takes time I nfan c y L ots of idea s , little a c tion A doles c en c e B a ttle f or su r vi v al B r eakth r ough F ocu s , r oles and rules C onstru c ti v e a c tivi t y R espe c t and i n t e g r i t y M a tu r i t y A utho r i t y and v alue

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Who are the audience?

[object Object],How do you approach this kind of project? awareness 10% appreciation 10% action 50% advocacy 30%

Which spaces were chosen? Twitter Blogs F a c ebook T wit t er Q uestion s , i n vit a tion s , deb a t e s , g r oup s , 24 – 45+ S t a t eme n t s , i n vi t es r esea r ch, r ecruitme n t , lig h t t ouch c o n v ers a tions L onger c o n v ers a tion s , persona l , individuals and ad v oc a t es opinions and passions 21 – 90

[object Object],[object Object],Entering the conversation – Facebook

[object Object],[object Object],Entering the conversation – Twitter

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Entering the conversation – Bloggers

[object Object],[object Object],[object Object],[object Object],Benchmarking

[object Object],Benchmarking Awareness Cost per impression (cpi) Appreciation Cost per Engagement (cpe) Action (cost per lead) Advocacy Cost per referral (cpr)

Benchmarking How might this work for podcasting?

[object Object],How do you approach this kind of project? awareness Unique visitors Impressions, 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

Measurement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Creative Spaces Achievements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ 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

Images: With thanks to Flickr community, Fresh Networks, KWFortmeyer (estate agents) http://vna.nmolp.org/creativespaces/ Thank you for listening www.twitter.com/watusi http://www.linkedin.com/in/katiestreten Inoted.wordpress.com Katie Streten www.eyesponge.com

IAB measurement

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