Social networking has always been really difficult to measure and evaluate. Without proper evaluation tools agencies and clients are skeptical about investing in a marketing project.
I believe that Ogilvy PR and Razorfish therefore decided to launch a new measurement tool in order to please their clients.
The measurement offering is based on the brand's "Network Promoter Score," which is described by Wikipedia as the following:
Companies obtain their Net Promoter Score by asking customers a single question on a 0 to 10 rating scale: "How likely is it that you would recommend our company to a friend or colleague?". Based on their responses, customers can be categorized into one of three groups: Promoters (9-10 rating), Passives (7-8 rating), and Detractors (0-6 rating). The percentage of Detractors is then subtracted from the percentage of Promoters to obtain a Net Promoter score. A score of 75% or above is considered quite high.
Advertising Age describes Razorfish’s solution as follows:
Perhaps the closest to a social-web-based Net Promoter Score is something Razorfish plans to introduce this week: the SIM score, which stands for social influence marketing. Razorfish hopes SIM, in fact, becomes a standard as big as a Net Promoter score. It's a reflection of the total share of consumer conversations a brand has online and the degree to which consumers like or dislike the brand when they talk about it. The agency envisions marketers will track it over time and that it will correlate to business results.
They go on to describe Ogilvy PR’s solution
Ogilvy PR today will also launch a formula for calculating what it calls "conversation impact." It's meant to determine not the overall social-media health of a brand but rather the impact of a particular campaign. It's already using the tool, which takes into account reach at the top of the funnel, preference in the middle of the funnel and action at the bottom, to help evaluate a Tropicana campaign.
The Ogilvy solution does not make any sense whereas the Razorfish solution seems to be more thought out. Only time will tell which system will capture the imagination of clients.
My belief is that one independent system must prevail in order for an industry currency to be established and proper comparisons made. This can only be done if there are no self interests and the company who had developed the system is independent. Both Ogilvy PR and Razorfish will try and produce results that favor their own clients.
Tuesday, July 14, 2009
Saturday, July 11, 2009
Michael Jackson ‘event’ reveals redefined media
Analysis of the coverage of the pop star’s death and memorial shows the changing nature of news, the effect of celebrity branding and the cloyingly close relationship between media, commerce and fame.
By Oresti Patricios, CEO, Ornico
Johannesburg, Thursday 09 July 2009 – Michael Jackson’s death and memorial has become one of the biggest media events in living history alongside the recent inauguration of inauguration of President Barack Obama, and the 1997 funeral of Diana, Princess of Wales. As the saga unfolded it clearly showed the role of social media in redefining news, and the close relationship between media, commerce and celebrity.
While mainstream traditional news has long demanded the clarification of facts, social media’s first to market rule, and hunger for traffic, saw the Time Warner owned celebrity gossip site, TMZ, break news of Jackson’s death. TMZ created a viral phenomenon that saw social media users spread word of the news on Twitter and Facebook with link backs to TMZ. Traditional and online news brands quickly picked up on the story quoting and linking back to TMZ, enhancing the gossip site’s online footprint dramatically. Marketing research and media tracking company, comScore, Inc reports that TMZ’s traffic hiked 70% off the back of the news which drove 7.95 million visitors to the site in the week of Jackson’s death ending 28 June 2009.
The traffic surge made TMZ the biggest and most quoted celebrity news site over the period, trumping other celebrity sites like OMG! (owned by Yahoo); People; USMagazine.com; Entertainment Weekly; E! Online and Perez Hilton. The event confirmed that news is a commodity with speed, and being first to break big news, yielding a triumphant traffic effect. The phenomenon confirmed an earlier comScore research report that showed that Americans are increasingly getting their entertainment news online, with online video becoming an increasingly important channel for content.
This is a trend local entertainment print titles like Heat would do well to take note of, particularly with local municipalities getting involved in rolling out broadband while government invests a reported R950 million in Broadband Infraco. Together with 2010, the landing of the new sea cables and the move by mobile to make internet access more pervasive, broadband will become cheaper and more accessible. As broadband becomes pervasive, print media will have their day of reckoning and will need to re-evaluate their business models. Print media will be increasingly threatened by connected consumers who look to access breaking news through digital channels.
Two trends will emerge. The first will be the continued migration of commoditised news online, and the consolidation of news desks and brands. Print will need to reinvent itself to remain relevant. The second will be the increased tabloid nature of celebrity news as titles seek to drive up flagging print sales. Internationally OK!Weekly supported this trend by choosing to put a controversially grim photograph of Michael Jackson on its cover. The photo, the last taken of the pop icon, showed a dying Jackson being taken to hospital. Media reports state that the magazine paid some $500,000 for exclusive UK and US magazine rights to the photo. This is an obvious effort to capitalize on Jackson mania in order to boost circulation and dwindling news stand sales.
The effect of the massive media attention was immediately translated commercially. iTunes and BitTorrent downloads went skyrocketing while Jackson CDs continue to dominate the top ten in Amazon’s best seller lists. Rolling Stone Magazine reports that the King of Pop outsold four new releases and topped billboard charts to sell over 800,000 copies in the week after his death. The 19% spike in Web traffic reported on the day of Jackson’s memorial shows that voyeurism and celebrity are firmly entrenched consumer habits, and that media and social networks will continue to exploit and capitalize on this hunger to drive traffic and subsequent advertising revenue.
For media and commerce it will be a matter of ‘The King is dead. Long live the King’. As with Princess Diana whose image and icon still delivers sales on books, magazines and memorabilia, so too the King of Pop will be used to drive media, record and memorabilia sales.
By Oresti Patricios, CEO, Ornico
Johannesburg, Thursday 09 July 2009 – Michael Jackson’s death and memorial has become one of the biggest media events in living history alongside the recent inauguration of inauguration of President Barack Obama, and the 1997 funeral of Diana, Princess of Wales. As the saga unfolded it clearly showed the role of social media in redefining news, and the close relationship between media, commerce and celebrity.
While mainstream traditional news has long demanded the clarification of facts, social media’s first to market rule, and hunger for traffic, saw the Time Warner owned celebrity gossip site, TMZ, break news of Jackson’s death. TMZ created a viral phenomenon that saw social media users spread word of the news on Twitter and Facebook with link backs to TMZ. Traditional and online news brands quickly picked up on the story quoting and linking back to TMZ, enhancing the gossip site’s online footprint dramatically. Marketing research and media tracking company, comScore, Inc reports that TMZ’s traffic hiked 70% off the back of the news which drove 7.95 million visitors to the site in the week of Jackson’s death ending 28 June 2009.
The traffic surge made TMZ the biggest and most quoted celebrity news site over the period, trumping other celebrity sites like OMG! (owned by Yahoo); People; USMagazine.com; Entertainment Weekly; E! Online and Perez Hilton. The event confirmed that news is a commodity with speed, and being first to break big news, yielding a triumphant traffic effect. The phenomenon confirmed an earlier comScore research report that showed that Americans are increasingly getting their entertainment news online, with online video becoming an increasingly important channel for content.
This is a trend local entertainment print titles like Heat would do well to take note of, particularly with local municipalities getting involved in rolling out broadband while government invests a reported R950 million in Broadband Infraco. Together with 2010, the landing of the new sea cables and the move by mobile to make internet access more pervasive, broadband will become cheaper and more accessible. As broadband becomes pervasive, print media will have their day of reckoning and will need to re-evaluate their business models. Print media will be increasingly threatened by connected consumers who look to access breaking news through digital channels.
Two trends will emerge. The first will be the continued migration of commoditised news online, and the consolidation of news desks and brands. Print will need to reinvent itself to remain relevant. The second will be the increased tabloid nature of celebrity news as titles seek to drive up flagging print sales. Internationally OK!Weekly supported this trend by choosing to put a controversially grim photograph of Michael Jackson on its cover. The photo, the last taken of the pop icon, showed a dying Jackson being taken to hospital. Media reports state that the magazine paid some $500,000 for exclusive UK and US magazine rights to the photo. This is an obvious effort to capitalize on Jackson mania in order to boost circulation and dwindling news stand sales.
The effect of the massive media attention was immediately translated commercially. iTunes and BitTorrent downloads went skyrocketing while Jackson CDs continue to dominate the top ten in Amazon’s best seller lists. Rolling Stone Magazine reports that the King of Pop outsold four new releases and topped billboard charts to sell over 800,000 copies in the week after his death. The 19% spike in Web traffic reported on the day of Jackson’s memorial shows that voyeurism and celebrity are firmly entrenched consumer habits, and that media and social networks will continue to exploit and capitalize on this hunger to drive traffic and subsequent advertising revenue.
For media and commerce it will be a matter of ‘The King is dead. Long live the King’. As with Princess Diana whose image and icon still delivers sales on books, magazines and memorabilia, so too the King of Pop will be used to drive media, record and memorabilia sales.
The Michael Jackson media frenzy
Social networks score big numbers in what is one of the biggest media events of our time.
By Oresti Patricious, CEO, Ornico
Johannesburg, Thursday 09 July 2009 - Michael Jackson’s death and subsequent memorial concert is without doubt one of the biggest media events of our time. Television networks thronged to cover the pop star’s memorial concert, which drove colossal internet traffic with online news brands, entertainment channels and social media vying for a piece of the action.
Initial Global television audiences were estimated at over a billion viewers, which is on par with Obama’s presidential inauguration. Social media usage surged and the subject of Jackson’s death and memorial dominated the likes of Twitter and Facebook, with these networks reporting tens of thousands of tweets and status updates each minute. The fan number on Jackson’s Facebook page rocketed to over 7.4 million while the Michael Jackson sequined glove became the hottest gift item on the network. Over 800 000 gloves were exchanged between Facebook friends.
CNN reported that over 10 million people watched the memorial stream on the news brand’s website, with 5 million streams generated by Jackson mourners on Yahoo News, while FoxNews.com generated some 3.4 million streams. Thanks to a partnership with Twitter MSNBC.com reeled in 7 million streams.
Google reported a meteoric rise in searches related to Michael Jackson following news of his death, which also realized on the largest mobile search spike Goggles has experienced to date. The official Google blog reported that the spike in searches related to Michael Jackson was so big that the Google News site initially mistook the surge for an automated attack.
Traditional media also got in on the act with Nielsen Broadcast Data Systems reporting that Michael Jackson’s music experienced a 1.735 percent hike following the news of his death as many stations dedicated play lists to the legend.
The effect of the massive media attention was immediately translated commercially. iTunes and BitTorrent downloads went skyrocketing while Jackson CDs dominate the top ten in Amazon’s best seller lists.
Back home Jackson dominated mainstream television and radio channels with 702, 5fm and eTV leading coverage on the star life, death and memorial. Some 290 local print news items in the major dailies and weekend newspapers were dedicated to Michael Jackson’s death and memorial, translating into an advertising value expenditure of over R1.1 million (B&W rate). Broadcast media dedicated coverage to the value of R10 700 000.
By Oresti Patricious, CEO, Ornico
Johannesburg, Thursday 09 July 2009 - Michael Jackson’s death and subsequent memorial concert is without doubt one of the biggest media events of our time. Television networks thronged to cover the pop star’s memorial concert, which drove colossal internet traffic with online news brands, entertainment channels and social media vying for a piece of the action.
Initial Global television audiences were estimated at over a billion viewers, which is on par with Obama’s presidential inauguration. Social media usage surged and the subject of Jackson’s death and memorial dominated the likes of Twitter and Facebook, with these networks reporting tens of thousands of tweets and status updates each minute. The fan number on Jackson’s Facebook page rocketed to over 7.4 million while the Michael Jackson sequined glove became the hottest gift item on the network. Over 800 000 gloves were exchanged between Facebook friends.
CNN reported that over 10 million people watched the memorial stream on the news brand’s website, with 5 million streams generated by Jackson mourners on Yahoo News, while FoxNews.com generated some 3.4 million streams. Thanks to a partnership with Twitter MSNBC.com reeled in 7 million streams.
Google reported a meteoric rise in searches related to Michael Jackson following news of his death, which also realized on the largest mobile search spike Goggles has experienced to date. The official Google blog reported that the spike in searches related to Michael Jackson was so big that the Google News site initially mistook the surge for an automated attack.
Traditional media also got in on the act with Nielsen Broadcast Data Systems reporting that Michael Jackson’s music experienced a 1.735 percent hike following the news of his death as many stations dedicated play lists to the legend.
The effect of the massive media attention was immediately translated commercially. iTunes and BitTorrent downloads went skyrocketing while Jackson CDs dominate the top ten in Amazon’s best seller lists.
Back home Jackson dominated mainstream television and radio channels with 702, 5fm and eTV leading coverage on the star life, death and memorial. Some 290 local print news items in the major dailies and weekend newspapers were dedicated to Michael Jackson’s death and memorial, translating into an advertising value expenditure of over R1.1 million (B&W rate). Broadcast media dedicated coverage to the value of R10 700 000.
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