now we trust horizontally we used to trust vertically
I trust the opinions of real people like me rather than a biased journalist Growth and popularity of community-based user review sites parenting wine travel movies electronics I trust people like me
Word of Mouth has always been important
technology changes things
technology changes things Word of Mouth Word of Mouse
AMPLIFICATION of opinions
MEETS SPEED of shared opinions Word of Mouth Word of Mouse technology changes things
thirdrate.com/kryptonite_files/2.mov Picked up by Metafiler and spread within days across thousands of blogs and websites A video is created and posted online showing how this is done 1 million downloads Picked up New York Times, CNN, BBC etc One post on one message board, alerting people to the fact that these locks could be opened with a Bic pen (170,000 see posting) 14 th Sept 17 th Sept 17 th Sept 23 rd Sept Kryptonite had to offer a free exchange on every $100 lock Over 400,000 have been exchanged They have just settled a class action law suit
$4 billion wiped off the Apple share price
Brands are thinking creatively about how to engage and involve in Social Media spaces
Our Social Media Methodology Launching Cocoon
Web Mapping identifies the key influential UK blogging voices
In the areas of
Style & design
Music
Technology
Thought leadership
Relationships built with key influential Bloggers - all individually approached Phones sent out SIM activation Management of O2 Cocoon blog Bloggers feed back Content creation Regular email contact Answering blogger questions On-going daily monitoring Daily web maps Qualitative analysis Quant evaluation Identify Engage Seed In Field Evaluate Strategy/Methodology
Initial release in 2005. Ongoing development.
Applies tried-and-tested offline sociometric theory online (with some tweaking)
Designed from ground up for practitioner use, not as a bureau service
Intended to be both strategic and tactical tool
Cross-platform/open source
Understanding Web Mapping Identify Engage Seed In Field Evaluate
Identify Engage Seed In Field Evaluate
Nuts and Bolts 1
Calculates and displays metrics related to Influence and Authority
Initially we did this by hand using freely available software such as NetDraw and UCINET
Proved that the techniques worked, but needed a streamlined workflow -- so developed our own software.
Identify Engage Seed In Field Evaluate
Nuts and Bolts 2
Client is built in Java, server in Perl.
Either can run on Linux, OS X, Windows (via Cygwin) or Solaris etc.
Uses robust, time-proven open source frameworks wherever possible
Designed for easy update, so we can add features as need arises -- for example currently semantic content analysis
email service modules REST, JASON etc clients spiders queue manager server analysis engine user
Run a query
data source(s) Google/Yahoo/Technorati etc
keywords and boolean logic
options (data set size, output format etc)
Add a new data point to an existing query
Analyse data series
database content services PDF, EPS, CSV etc queries/commands (TXT) data files (XML, CSV, TXT) Internet viewer analysis engine visualiser kernel
Identify Engage Seed In Field Evaluate
What we learned
Many offline sociometric measures apply online!
Measures of influence correlate well against human experts
Building it ourselves greatly assisted with learning and with assuring relevance of the tool
Many patterns within communties and over time that inform strategic activity
Web map of Neville Hobson s blog Example: Neville Hobson Web maps show us that Neville Hobson s blog has a network of 1118 sites via 2,549 links He is ranked 440 on Technorati and 55 on The Ad Age Power 150 Therefore he is a highly influential voice for us to target for the programme How Web Mapping was utilised for this project
Identify Engage Seed In Field Evaluate Engagement via Radical Transparency
You have to be a proper part of this new Social Media World in order to engage in it
Success Metrics
Engagement depth of engagement with UK influential bloggers
Digital conversations dialogue generated
Brand Perceptions shift in perceptions of O2
Sales qualitative indicators
Identify Engage Seed In Field Evaluate
The O2 project seems like a smart one
and provides a potential blueprint for
brands to engage with bloggers beyond
the sending of press releases.
Henry Lambert PSFK Trends
The approach to me is part of a clear
outreach programme. That s very
different to the many bad pitches I
receive
Neville Hobson PR consultant
Engagement with bloggers seen as a blueprint for success
I reckon it's the best operator branded
handset I've yet seen
Tom Hume - Developer
My friends (male and female) all think that
the phone is very eye-catching and different
probably because of the white outer shell
and blue LED display. One of my friends
actually compared the Cocoon to an ipod
that can t be bad!
Laurence Borel Qualitative researcher
Engagement is positive, deep and detailed
Map shows conversations between thought leaders that was completely the product of the programme Conversations have been generated
Number 1 referenced site for O2 Cocoon phone handset O2 Cocoon blog is at the centre of the conversation
50 postings , over 150 comments during campaign period
The O2 Cocoon blog has generated 4,001 page views from 1,247 unique visitors
73% of blog visits were new and 65% of visits have come from sites referring the O2 Cocoon blog
Average time spent on the blog is 3 minute and 14 seconds this is high, most blogs are under a minute
www.o2cocoonblog.co.uk The O2 Cocoon blog has facilitated a real community
A better customer experience has been achieved by O2 engaging through the blog Issues with the set up and operation of the phone were answered in an open and collaborative manner by O2 on the O2 Cocoon blog The blog has also allowed consumers to help and advise each other
The world according to .
If you Google the term O2 Cocoon O2 Cocoon blog appears on the 1 st page Consumers who are researching O2 Cocoon have the opportunity to view and interact with the O2 Cocoon blog If you Google O2 Cocoon you get the O2 Cocoon blog
1 st listing when searching for O2 Cocoon Blog on page 1 of Google Seeded bloggers are listed on pages 1,2 and 3 High visibility for the O2 Cocoon blog No.1 listing for O2 Cocoon blog on Google
Seeded bloggers are listed high up the rankings Page 2 Google Page 3 Google
Cocoon conversation mapping + Positive - Negative Room for improvement in technology Style and design and thought leadership are strong points Music was not a key talking point Technology Music Style & Design Thought Leadership sentiment
