This document discusses metrics for understanding user-generated content (UGC) by applying four approaches: anecdotes, visualization, quantification, and analysis. It provides examples of tools that can be used to gather UGC anecdotes from blogs, Facebook groups, and Twitter searches. Visualization tools displayed include Vitrue's Social Media Index, Facebook Lexicon, Google Trends, and Twitter tag clouds. Metrics for quantification include blog buzz analysis and tools for measuring Facebook applications and Twitter buzz. The document stresses the importance of analysis of trends over time to understand marketing impacts. It provides a sample of a social media marketing snapshot and blog content analysis.

1. Note: Annotations for the online version appear in these text boxes. Links
to sources appear in the notes for each slide when viewing the original
file, and in a full list on the second-to-last slide. Enjoy. - David
The A-V-Q-A of
UGC: Metrics
Under standing UGC Measur ement to Better Maximize
Your Adver tising Ef fectiveness
David Berkowitz
Director of Emerging Media & Client Strategy
360i
February 4, 2009
1

2. The A-V-Q-A of
ER e
N N T itl
UGC: Metrics
I st
W d ie air
or te F itio to
Under standing UGC Measur ement n Better
W a
s St Ef
Maximize Your Adver tising petfectiveness
a
T ex t Com
0 0 8 oin
2
erP Berkowitz
Pow David
Director of Emerging Media & Client Strategy, 360i
February 4, 2009
2

3. YOU
WHAT DID DO
WHEN YOU HEARD
1549
WAS DOWNED BY
? 3
3

4. My first response:
search Twitter
(search.twitter.com)
4
4

5. There were links to
witnesses’ photos…
5
5

6. …Along with mainstream
media coverage…
6
6

7. …And links kept
getting shared days
after the bird strike.
7
7

8. What’s great for
marketers: it’s all
measurable.
(image source: twist.flaptor.com)
8
8

9. 4 Ways to Measure UGC
1. ANECDOTES
2. VISUALIZATION
3. QUANTIFICATION
4. ANALYSIS
The focus of this talk is applying these four
measurement approaches to: blogs, Facebook (as
an indicator of social networks), and Twitter. 9
9

10. ANECDOTES
10
10

11. Google Blog Search Google Blog Search can
round up posts, filtered by
time period.
(blogsearch.google.com
11
11

12. Facebook Groups Facebook Groups can
show consumers’ passion
for brands, and also their
concerns.
12
12

13. Twitter Search Twitter Search provides
more candid, up-to-the-
minute thoughts on a
brand, its competitors, and
its industry.
(search.twitter.com)
13
13

14. VISUALIZATION
14
14

15. Vitrue’s Social Media Index
This index shows relative
scale and activity, and
can indicate where to
focus social media
marketing efforts.
(vitrue.com/smi) 15
15

16. Facebook Lexicon Facebook Lexicon shows
trends of phrases used in
conversation in pubilc
areas on the site.
(facebook.com/lexicon)
16
16

17. Marketers can compare
Facebook Lexicon
such social media trends
to search activity, such
as by overlaying Google
Trends data.
(google.com/trends)
17
17

18. Twitter Tag Cloud
Tag clouds offer great
visuals to show who’s
buzzing about what.
(tinyurl.com/5kswu7)
18
18

19. Doth Mine Tag Cloud Be True?
Tag Cloud for Shakespeare’s 154 Sonnets, via TagCrowd
Even Shakespeare can appear as
a tag cloud. There’s no iambic
pentameter here, just the most
popular keywords. (tagcrowd.com)
19
19

20. NYT Twitter Chatter During Super Bowl LXIII
To see a dynamic tag cloud in action,
try the NY Times’ Super Bowl Twitter
Chatter feature and watch the tags
change over time. (tinyurl.com/bbqgv5)
20
20

21. MEASUREMENT
21
21

22. Blog Buzz Analysis
Blog Mentions for
“[Campaign Key Terms]”
This example from a report for
a marketer shows the volume
of blog buzz before and after a
social media campaign.
22
22

23. Adonomics: Facebook Application Measurement
Adonomics is a great source
for comparing Facebook
application performance over
time. (adonomics.com)
23
23

24. TweetVolume: Twitter Buzz
TweetVolume shows Twitter
buzz, such as here for five of the
deadly sins, but one can’t
narrow it down to a certain
timeframe. (tweetvolume.com)
24
24

25. ANALYSIS
25
25

26. =
“The Best Tool is You.” Some monitoring services can help,
but ultimately you need people analyzing the trends who
really understand your challenges and goals. No tool will
replace that.
26
26

27. This example from a client-facing report
Blog Content Analysis shows analysis of blog sentiment and
categories for posts relating to a brand.
These are especially effective when
conducted periodically over time to
illustrate the impact of marketing.
Sentiment
Category
27
27

28. Social Media Marketing Snapshot
One final example comes from a social media audit (the brand
audited is omitted) to show a one-page overview of a brand’s social
media presence. This is just a snapshot from a deeper report.
Engages with community Creative, interesting
~40 followers Minimal interaction, virality
Cute extension Good resource
Would be better as Fan Page Dry, text-heavy, hard to read
than profile
28

29. Useful Links
Introduction
• Twitter Search: search.twitter.com
• Twist: twist.flaptor.com
Anecdotes
• Google Blog Search: blogsearch.google.com
Visualization
• Social Media Index: www.vitrue.com/smi
• Facebook Lexicon: www.facebook.com/lexicon
• Google Trends: www.google.com/trends
• Twitter Tag Cloud: www.brownphp.com
• TagCrowd: www.tagcrowd.com
• New York Times Twitter Chatter: www.nytimes.com
Quantification
• Blogpulse: www.blogpulse.com
• Adonomics: www.adonomics.com
• TweetVolume: www.tweetvolume.com
29
29

30. Thanks!
David Berkowitz
Director of Emerging Media &
It’s Client Strategy
been fun,
but I’ve Blog: MarketersStudio.com
got to go
360i Blog: blog.360i.com
My
poke some people
on Facebook.
P: 212.703.7257
dberkowitz@360i.com
Twitter: @dberkowitz
MeeID.com/david
30
30