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Co-founder of Caper, Coding for Kids, Culture Hack and Articulate.

Email: katy@wearecaper.com

I create strategies, products, R&D programmes and inspire culture change. Find out more about me

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4 posts tagged analytics

The socialisation of brands: An in-depth study into brand use of social media, by Universal McCann. Created with data from 53 markets and 37,600 respondents (as opposed to 38 markets and 23,200 respondents in Wave 4), Wave claims to be the “largest and longest running” social media analysis in the world.

They have developed a recommended “road map” which gives guidance on developing social media implementation - in just 4 easy steps. These detail: understand the why and how, map the landscape, identify the social needs of the consumer, identify the platforms. 

I’d argue that’s a little simplistic, and bringing everything back down to “platforms” means that you are only looking at what’s out there at any one time. Rather, I feel that social strategy should be integrated and the focus should be on conversation and content, looking at the long term. The platforms will evolve and change - and this shouldn’t mean that you’ll be throwing your strategy out the window, merely refreshing it.

There is some interesting work around “means and motivations” which gives good insight into the shift in internet use and some very clear statistics on consumer usage of the social web. They then layer the “social demand for brands” over these motivations and look the spread of  brand communities online.

via @wearesocial

Monitoring Social Media bootcamp coming up this Weds. Looking forward to hearing Marshall Sponder (self professed web metrics guru and the only peson I’ve met who actual fits the title). I’ve high expectations for a really hands-on useful conference, that will forego all the usual basic fact wowing of social media and just get right down to telling us how we can develop the best monitoring and evaluation processes. Here’s my write up on the last monitoring conference I went to held by Our Social Times.

Monitoring Social Media 09 #msm09

Scanning through my pages of notes from yesterday’s Monitoring Social Media Conference, I know that the conference producers did something right. Highlights for me were:

Katy Howell from Immediate Future who captivated the audience, referencing Greggs the baker and Compare the Meerket campaigns. She was very clear with her recommendations about reclaming accounts and making sure you define which social media sites are official/unofficial.

Celia Pronto from STA travel gave a case study on their integration of social media and UCG into their website STATravelBuzz which offers anyone who’s booked with STA a “starter guide” to social media and gets them creating their own content which is then aggregated to the website. Another great tool - they match up people with questions with people with the info - therefore becoming the go-between rather than the company with all the answers.

Giles Palmer from Brandwatch was a energised Duracell bunny in the mid-afternoon slot, sporting a Movember tache, he talked through the definitive processes of what we were all there to hear about - “monitoring” social media. His steps were: Gather (crawl or buy in), Search (rank by relevance, create streams), Analyse (inbound links / author tags), Check sentiment. His recommendation for measurement of sentiment was, put very simply - small volumes: crowdsource; large volumes: use bots.

Sentiment seemed to be a key word coming up around analysis and Marshall Sponder went into more detail about this (he stepped in last minute, so his presentation was even more impressive). Now things ramped up toa techy pace that everyone appreciated. He quoted the Forrester Wave report and confirmed what other speakers had been saying - a stat is not an insight, you need to drill down into the stat to get the insight.  He stated that there are currently no standards on sentiment - positive, neutral and negative and the only company managing sentiment properly is Crimson Hexagon. He argued that in “most social media platforms are not capable of advanced semantics analysis or meme clustering”.

@jennielees was liveblogging from the event and wrote an some an excellent summary post of the event, which I can’t even try to better.

I’ve been doing quite a bit of work recently trawling the internet for up to date demographic and usage stats on different social media platforms and have just found this blog post from Xposure which looks at UK stats - brilliant resource as most sites, including Quantcast, just reference US  and global stats.

I’ve found out that UK participation in social networking usage is the highest in Europe, with 24.9 million unique visitors – 78% of the total UK online population – now belonging to the country’s social networking community, rising to 90% for those aged 25-34 with an internet connection.

Figures gathered by monitoring service Nielsen show that social networks are more popular than email.  They state that there has been major growth in Facebook over the last year, a subsequent decline in Myspace and that Twitter has exploded onto the scene.

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