BlogHer Business Live Blog: An RFP for the Measurement Industry
March 21, 2007
(this is being live blogged. please excuse all spelling, grammar, and other errors that result from typing too fast.)
An RFP for the Measurement Industry
Where is the blog measurement tool that could measure more than “eyeballs”, more than “authority” via inbound links, and could begin to approach measuring influence and relevance? Jory Des Jardins moderates this discussion between Amy Gahran, Elizabeth Lee and Jenna Woodul as they scope out what is, is not and ought to be available
What is available for measuring social media? How do you measure influence?
Look at the different ways we measure influence and understand that it is relative.
Amy: contentious.com and rightconversation.com conversational consultant and writes several other blogs
Elizabeth senior analyst with Edelman, on cutting edged how companies are measuring today of
Jory: Story from blogher, try to use traditional metrics and find that many pages can not be tracked. discrepency in the value of blogger imput. page view dead? ot is the traditional way of quantifying
Amy: page view not dead, but not useful in and of themselves
Jory: agencies aren’t doing it right anymore.
Amy: all blogs and page views are not all equal, example the stupid way that technorati does it authority measurement. agencies want to look for easy solutions
Elizabeth: asked who are top bloggers in this vertical as if it something static. looking to equate it to traditional media. page view is a standard metric always be part of a larger piece of evalutaing. now we need to find out the equation…assess thevalue. what clients doing
from that point on. what is the action they are inciting.
Jenna: page views are still used as the general model of how we will pay for things. If you get more than 1% post to page views then you are engaged. It is about the people. How often are they coming back? what are they doing when they get there? whatever technology you use it has to be about that engagement that is keeping people coming back.
Jory: geek question. lots of bloggers with a third party ad servers. found out that bots and spiders that advertisers are not counted. Can you tell us about that?
Jenna: companies would say that they weren’t paying for visitors not people. the value is seeing people coming in from the search engines. what we are discovering is return customers.
audience: how do you respond to your client when they want to know the influential bloggers in their niche area?
E: could be a one time audit. who is talking about this niche topic? and who is listening to them. find the map of people who are sharing information on their topic. the list is part of a much bigger picture of how everyone is related.
A: I deal with organizations to find out their goals and who they need to reach to get those goals. Find discussion forums and see what blogs they recommend. That tells me more with no investments.
Jory: what’s wrong with what is out there? technorati?
A: they don’t do a good job determining relavance. technorati doesn’t filter out spam
E: to get rid of blog spam I use authority as a spam filter
Jory: technorati doesn’t pick up every link
A: Icerocket is better
J: Dive into concept of influence. How do you define?
Jenna: to me it is engagement and what happens when a particular person speaks. the more engaged a community the more loyal they are. they buy 57% more. the active participants spend more money than those that did not go to the community, in a study by ebay. ten times more people who went to the community became ebay sellers. research by harvard business review.
e: Inciting change in thin king or behavior from a source that is relevant. how closely it matched what you want to research. qualifications of the person who writes.
Jory: Jenna you focused on engagement and Elizabeth for you it is relevant. What about you amy?
Amy: but there is something else. rightconversation.com i did afew posts a couple days ago about how organizations are worrying about influencing people out there. I think it is how it influences the organization. When it comes to things that effect economic considerations theya re handled by accounting systems. 1. idea–creativity RD department, 2. insight for disparate view points quality assurance, 3.validation and motivation–everyone likes comments on their blog 4.goodwill– forbearance and forgiveness PR and legal, and then 5. trust which is the foundation of all society that is the sales department
Jory: felicia you work for a traditional publishing company? what are the challenges you faced?
Audience Felicia: I work at harper collins. The resistance was two fold. publishing is very traditional and want to control how they look in public. They kept asking how do we measure. we had the virtual book tour, which had both positive and negative fedback. the feedback was a fear of the company. people don’t see that blogs are a powerful tool as a nytimes review.
jory: walk us thoruhg an audit
elizabeth: we always recommend doing an audit. valuable consumer insight you need a benchmark to measure against even if it is mostly qualitative. when we do an audit we look at the topic and all the subtopics. then we look at the competitors and how much relevant talk is there out there and what are they talking about. this enables you to look at the topics and tie what we are interested in to what they want. can also see who is talking about this. break the topic into geographic, gender, etc so the we can find the target market.
Jory: what about comments?
E: we always couple this data with other things. so yes we do look at comments as a part of a whole and then asses who is the core community participating in the conversation. so then we look at links to see who they are siting and who they are looking to. the last thing we look at is tone and sentiment. we will look at how they use language from an analyst standpoint.
Jory: what are the tools you use in particvular for this?
E: tell our clients to be on boardreader.com free board search engine. find topics in an off topic string, set up an RSS feed, get on technorati. buzzmetrics and brandpulse which is a large scale tool that they use on site. brandpulse is a subscription based web tool that automates things like popular formats and searches. buzzlogic which is specific to blogs. i have seen their definition oif influence change. relevance-keywords match with what search is, occurrence–frequency posting, popularity–inbound links. take the four metrics and tweak it for your objectives. they also do a mapping to see the connections and relationships about that topic.
Jenna: i wanted to mention visible technologies,trueview and truebroadcast, they allow you to reply to people from an interface by bringing all the conversations to you from where they are taking place.
Amy: i deal with news organizations and small businesses. have a decent web analytic tools google analytics is a good free one. I like for webstat analysis omneture. (?) IT has a great interface. It gives you the best reporting on web reporting. Feed reader that allows opml import and export. you want it sitting on your computer not a web based program. Newsfire is good for mac. know how to create a search feed. Comment tracking tools: cocomment.com and co-mments.com. it is very useful for following a conversation.
what tool is there that isn’t as expensive for a smaller business?
buzzlogic claims to cut out that clutter and is very affordable. Any other suggestions?
The best tool is to use your brain and figure out what you want. be specific about your goals and what communities you want to reach and what monitoring you need to do.
Feedburner is how you track your feed. No alternative? If you don’t want to commit to feedburner.
Amy: quantifying listening. prioritize about what you will listen to.
Jory: how do create measurable proof?
Jenna: they all have different reasons to do this. each customer wants something different.
RSS feed for comments on this post.
The URI to TrackBack this entry is: