Social Media Strategies and Measurements
Jeremiah Owyang discusses Social Media Strategies for the Fortune 1000 Corporations. He notes that Social Media (Blogs, Forums, Wikis, Podcasts, Video blogs and other tools) are appearing in every industr and gives 10 strategic themes for 2007. People love lists. He says:
I’m noticing a trend among corporate conversations in the area ofSocial Media, this post below helps to summarize the current issues in the industry, and includes my Web Strategy recommendations.
I am not sure that "podcasts" are "social media" - seems like that they are a tool or tactic. For instance video on YouTube or photos on Flickr are the currency "shared" by which you may have a social interaction, the video or photos in and of themselves do not themselves constitute "social".
On measurement, Engagement, Participation, and Attention - Jeremiah previously wrote
"here’s what I want to know: What are people doing, what did they think, and what was the end result? Engagement can be used across all of those questions to help tell the story."
Ok, here's where the measurement conversation seems to circle around for me.
What are people doing? This would seem to include rather than excludes page views and downloads as part of the analysis. In the above artice he says
"Qualitative responses that happen are what is important, not page views or downloads."
However as an example with podcasts - an RSS download without knowing if it was ever listened to is as good as a publisher sending a magazine to a subscriber and not knowing if it was ever read. So here the download would be a quantatively important number because against that number you would define the depth of engagement.
What did they think? Qualatative market research type analysis could be applied here although we'll need to be sensitive to gaming of results (ala Digg) and weigh them properly.
What was the end result? Well I guess here is the kicker for me, because traditionally there is a desired outcome. Easy to guage success or failure - ie widget sold, program watched. I think while other results are being analyzed - ie comparative value of the pr/attention gained there needs to be some connection to the business. For instance did Mentos and Coke reduce their ad/pr spend? Did sales go up? Was it just serendipity and happy with the attention that was paid to them?
Comments
RD,
Excellent questions and challenges. I've responded to you here:
http://tinyurl.com/y2vq26
Posted by: Jeremiah Owyang | December 19, 2006 01:37 PM
Jeremiah
Thanks for you kind words about my photography.
Getting back to the podcasts ... I am a big fan of the creative potential of audio and video online. I have been producing content for some time now and the increased interest in this type of programming, the success of iTunes, YouTube, and Myspace as destinations for the distrubition of content is very exciting. There really hasn't been this much focus on the distributed nature of these products since the Victoria's Secret runway show toppled Broadcast.com's servers.
Is this online raido, online televison, webcast, netcast, webinar, on-line confernece or podcast? Podcast seems like a generic name - like Xerox is for copying. Most producers, amateurs or not, should want a media that is inclusive or as I call it "all band". By "all band" I mean something that is able to reach the greatest number of user settings as possible. So for all producers defining the program/product and the distribution channel requires some thought.
It is hard to get a simple definition of what any two people agree a podcast is. It seems as long as they can call it a podcast they are happy, their boss is happy, the client is happy. When I discuss these programs at work, I try to focus on the right distribution channel for the job at hand. The media portion will always be produced with the highest quality possible regardless of the distribution channel that it requires.
So my drill down would be something like this:
Audio (MP3) or Video MPEG
If video, is Flash movie required as well.
MP3 or MPEG to play in browser on local page
MP3 or MPEG for downlaod
Include as enclosure in RSS feed
Include in external feeds to iTunes, Yahoo!
If video is uplaod required for YouTube or other
You can use these in a number of social mediums - embedded in a blog, used in a closed fence webinar like Adobe Breeze or virtual tade show platform, add a live chat or forum. So the context - the social aspects of the audience interraction surround the program which in turn acts as a conversation starter.
Your point about ‘amateurization’ is interesting in light of something else that I think about alot which is photography. A few months back a colleague of mine was making the argument that blog software was revoltionary like Gutenberg's press. I countered that blog software was more like the introduction of the Brownie camera, where a complicated technical process was reduced to a push of the button. This in turn created an opportunity to create masterpieces without having to be a master. The cultural change of push button photography transformed the way that we "saw" and introduced the era of the image. In this way I think much of what we see is a social media in the intersection of "push button results", audience access and always on feedback loop.
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