Fictional character creation is a useful tool in creating an intriguing narrative that captures attention, especially since the character can be easily adapted to fit different digital spaces, such as Video, Microblogging, and Image sharing sites. Media diversity is also useful in building and unifying online communities that access with media in separate channels.
Creating a consistent brand all through many all social sites one of the best ways to maximize the value of a character or brand campaign.
Ryan Summers and I created a presentation on how to track users across various social media sites using mostly free tools. It was given at Web Analytics Wednesday in Portland, Oregon.
A few weeks before the MITX awards ceremony, ISITE Design created a short video called “El Consultador” as an introduction to other agencies.
The El Consultador campaign generated diverse social data. This created issues with tracking data from multiple social media sites across problems with social media is that these is no singular way to gather and rank all of the data over time. Tools like Radian6 and Trucast are in use by larger agencies and businesses, but there exist an increasing amount of free tools for data visualization and engagement reporting that are available online.
This Powerpoint was made for an audible presentation. I collaborated with Ryan Summers of ISITE design on it and presented it at Web Analytics Wednesday. I will attempt to explain the results/processes in a textual manner here.
Profiles Created for the El Consultador Campaign
We used analytic data from Flickr, Youtube, Vimeo and Twitter to determine the most successful aspects of the campaign.
(Workers at ISITE design superimposed the Consultador face onto a variety of characters in pop culture).
Key Performance Indicators
We determined a number of Key Performance Indicators of the social media campaign.
-Direct awareness of ISITE design agency
-3rd part mentions
-Social media followers (number of Twitter followers, comments on YouTube, Vimeo, Flickr).
We used YouTube reports to track the engagement with the video campaign.
Data tracked included:
The campaign was viewed predominately by 26-45 year old males and mostly during and around the date of the MITX awards. This is the demographic it was aimed at.
Vimeo is a high-quality Video sharing site with a limited but very engaged traffic demographic. We used Vimeo data to find more about who engaged with the campaign and compared it to YouTube data.
Flickr has a reporting tool for image views over time for every image. The data can be accessed with a premium Flickr account. We used this data to determine the most viewed (strongest/most impactful) pictures associated with El Consutador on the El Consultador account, and which images should be associated with the campaign on other sites (if future campaigns needed to be implemented).
We used data from Google Analytics for the page on which El Consultador existed on the ISISTE Webpage. Data was tracked from the “El Consultator” and “MITX” keywords. New visitors and direct traffic were also analyzed.
The campaign was picked up by three prominent bloggers, including Chris Brogan, Davaid Armano (VP of Experience Design with Critical Mass), and C.C. Chapman (Prominent figure in the community of podcasting, new media, cofounder of the Advanced Guard, a marketing company which focuses on utilizing social media and other emerging technologies).
Blogs linking to the campaigns were not found via inlink searches in Yahoo! Site Explorer, but with an intelligence feed created in Yahoo! Pipes (see below)
Tracking Overall Data
Custom intelligence feeds are useful for checking overall propagation of data. Yahoo! Pipes provides a free custom way to aggregate data across Google blog search, Google news, Technorati, Flickr, and Twitter.
Data Visualization and Tracking for Twitter
I presented an extended set of tools and data visualization methods for Twitter. Links for all of them are here:
Twitter Mobile (vs. Twitter in browser)
Neoformix Twitter Stream Graphs
http://www.neoformix.com/Projects/TwitterStreamGraphs/view.php (I provided a live demo of this).
Twitter Stream Graphs are a simple way to rsearch keyword volume associated with a brand or campaign. Neoformix also tracks keywords over time, meaning that one can see when a certain keyword became popular.
More Flickr photos could be linked to all of the other accounts, such as Flickr, Youtube, and Vimeo. Linking together social media campaigns in a more robust fashion will affect CTR’s by making the campaign spreadable across various demographic profiles and types of social media users.
Amber Case is a Cyborg Anthropologist who studies new media and the relationship between humans and computers. She enjoys data visualization (click for more info on conference tracking), search engine optimization (ask), and how marketing works in the online ecosystem.
She graduated from Lewis & Clark College in May 2008 with a degree in Sociology/Anthropology and wrote her thesis on cell phones and the effect of technology on cultural constructions of space and privacy.
You can follow her on Twitter @caseorganic, or drop her an E-mail at caseorganic[at]gmai[dot]com. She’s spoken at various conferences including MIT’s Futures of Entertainment 3, Inverge: The Interactive Convergence Conferece, Ignite Portland, and Ignite Boulder.
She also blogs at Nerdabout.com and http://www.blog.makerlab.org, a Portland new media incubator. She founded CyborgCamp, an unconference on the future of humans and technology. She is also involved with building and studying electronics with DorkbotPDX.