BlueGlassX - Transforming Your Visitors Into a Dedicated Community By Simon Heseltine

BlueGlassX
Tampa Bay
Transforming your visitors into a dedicated and passionate community

Presented By:
Simon Heseltine
Director
Twitter: @simonheseltine
AIM: SimonHeseltine

Dec 4, 2012

Tampa Bay Dec 4th @simonheseltine

Slide Header Here


Agenda

1. External Communities
2. Internal Communities
3. The Perfect fellow panelists
Make fun ofComment


Building and growing
external communities


The most linked to sites on twitter

http://mashable.com/2012/08/16/twitter-day-in-the-life-infographic/


Facebook interactions
The publishers with the greatest number of stories with over 100 Facebook interactions in the month
of September 2012, as measured on October 1, 2012

http://www.buzzfeed.com/mattbuchanan/the-biggest-sites-in-social-publishing


Facebook interactions
The publishers with the greatest number of Facebook interactions through October 1, 2012

http://www.buzzfeed.com/mattbuchanan/the-biggest-sites-in-social-publishing


Case Study


Nielsen Connected Devices Study Q2 2012


The State of the Union

284 likes, 63 comments, 11 shares



32,694 likes, 2,525 comments, 4,268 shares


Engagement Measures

# Tweets

# ReTweets

# Likes

# Shares

# Comments

# Click Actions

# Page Views


Fanning the Flames of Engagement

Questions to ask:

•What to retweet

•When to retweet it

•What account(s) to retweet from


Fanning the Flames of Engagement


Building and growing
internal communities


Social & The Huffington Post


Comment stats

70% of our comments
are replies to other
people
Over 1,000 of the community members
who signed up in first the 6 months of
HuffPost’s existence still comment more
than once a week today.


Social & The Huffington Post
August 2011
Huffington Post passed
the 100mm comment
milestone

Jan 2012
Passed the 130mm
comment milestone

April 2012
Passed the 150mm
comment milestone

Oct 2012
Passed the 200mm
comment milestone


Research Time: The perfect comment


A typical comment


We chose conjoint to evaluate comments
based on the sum of their components

We are the first to apply conjoint to
sequence the DNA of comments


Comment DNA

Clarity of thought
Original article criticism Links to external sources
Adherence to party line Fact-based comment
Relevance

Icon
Name
Geography
Number of favorites/likes
Number of fans Grammar
Super user Humor
Badges


Comment DNA

Fact-based comment
• Solid facts
• Abstract notions
• Facts & notions


Comment DNA

Clarity of thought
• Not focused/clear
• Somewhat focused/clear
• Very focused/clear


Comment DNA

Original article criticism
• Praise
• Neutral
• Critical


Comment DNA

Name
• Full name
• Username/nickname
• Anonymous


Comment DNA

Icon
• Author picture
• Non-human/avatar/cartoon
• No picture (default icon)
• Feature not available


Comment DNA

Adherence to party line
• Democratic
• Counter-Democratic
• Republican
• Counter-Republican
• Libertarian
• Non-Partisan/Independent


Comment DNA

Grammar
• Less than elementary school
• Elementary/middle school
• High school
• Collegiate +


Comment DNA

INDIVIDUAL SUBSTANCE
RELATIONSHIP TO CONTENT Clarity of thought
Original article criticism Links to external sources
Adherence to party line Fact-based comment
Relevance
PERSONAL IDENTITY
Icon
COMMUNITY INVOLVEMENT Name
Number of favorites/likes Geography
Number of fans STYLE
Super user Grammar
Badges Humor


• Online survey
• Self selected article of interest
• 1351 readers of target sites – NY Health Exchange

• 18+, US only – Romneycare
– Unhinged congressman
• Age, gender and geographically
– Debt collectors
balanced


Rate 16 comments on 9 dimensions each, 5 point scale

EMOTIONAL RESPONSE GENERAL QUALITY ACTION ORIENTED
• Thought provoking • High quality • Makes me want to join
• Makes me angry • Enhances the article the conversation
• Added to/changed • Trustworthy • Makes me want to read
my perspective more comments
• Informative


The Results?
Number of Fans 6%
Badges 5%
Community involvement = 19%
Number of… 5%
Super user 3%
Geography 8%
Icon 7% Personal identity = 19%
Name 4%
Grammar level 4%
Humor 3%
Style = 7%
Adherence to party line 21%
Original article criticism 16% Relationship to content = 42%
Relevance 5%
Clarity of thought 10%
Fact-based comment 3% Individual substance = 14%
Links to articles 1%


Style = not very important (7%)

Grammar level
Humor Less than Elementary School -1.57
Yes -0.13 Elementary / Middle School 0.32
No 0.13 High School 0.53
Collegiate or more 0.72


Individual Substance = mildly important (14%)

Fact-based comment Links to external sources/articles
Solid facts 0.13
Included -0.05
Abstract notions -0.12
Not included 0.05
Facts & notions -0.01

Clarity of thought
Not focused/clear -0.46
Somewhat focused/clear -0.04
Very focused/clear 0.50


Community involvement = somewhat important (19%)

Number of favorites/likes/votes Number of fans
0 -0.21 0 -0.28
1-5 -0.01 1 - 99 -0.08
6+ 0.22 100 - 999 0.06
Feature not available 0.00 1000+ 0.29
Feature not available 0.00

Badges
0 Badges -0.25 Super user
1 Badge -0.02 Super user / Top commenter -0.11
More than 1 Badge 0.26 Not Super user / Feature 0.11
Feature not available/not using -0.25 Feature not available -0.17


Personal Identity = somewhat important (19%)

Name
Full Name 0.20
Username / Nickname 0.00
Anonymous -0.20
Geography
Specific location 0.23
General location 0.12
Job/School 0.14
Icon Presence
Nothing / Feature not available -0.50
Author picture 0.38
Non-human/avatar/cartoon 0.34
no picture (default icon) -0.12
Feature not available -0.33


Relationship to Content = very important (42%)

Original article criticism
Praise -0.99
Adherence to party line
Neutral 0.47
Democratic -0.51
Critical 0.53
Counter-Democratic -0.05
Republican -0.45
Counter-Republican -0.02 Relevance
Libertarian -0.50 Relevant 0.23
Non-Partisan/Independent 1.54 Little relevancy 0.00
Not relevant at all -0.22


Applying the maths to comments

Comment 1 Comment 2
Identity Username/nickname Full name
Geography Specific location Specific location
Icon presence No picture (default icon) Author picture
Badges More than 1 badge 0 badges
Number of fans 1-99 0
Number of favorites/likes/votes 6+ 0
Super user Feature not available Not super user/feature
Grammar level 9-12th grade level 9-12th grade level
Humor No No
Clarity of thought Somewhat focused/clear Very focused/clear
Original article criticism Praise Neutral
Fact-based comment Abstract notions Abstract notions
Links to articles Not included Not included
Adherence to party line Counter-Democratic Counter-Democratic
Irrelevant off-track Not relevant at all Relevant

Makes me want to read more comments 1.18 3.01


Key Findings on Comments
• Readers turn to comments for additional info / perspectives
• Readers like to associate an image with a commenter
• Facts are less important than reaction


Measuring communities
• 8 sites x 40 articles x 10 comments = 3200 total comments coded

• “Makes me want to read more comments”
– Huffington Post = 4% over average
– Best: USA Today = 23% over average
– Worst: Fox News = 21% below average


Applications for Community Managers
• Diagnose community health. Strengths and weaknesses
• Benchmark versus competitors
• What users and actions should be encouraged

BlueGlassX
Tampa Bay
Transforming your visitors into a dedicated and passionate community

Was presented By:
Simon Heseltine
Director
Twitter: @simonheseltine
AIM: SimonHeseltine

Dec 4, 2012

BlueGlassX - Transforming Your Visitors Into a Dedicated Community By Simon Heseltine

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