18. Social Intensity
Social intensity represents the rate at which social actions
occur such as rating, sharing, blogging, recommending,
commenting, etc. Some brands have nearly zero social
intensity -- no one blogs about them, no one shares
information, etc. While other brands -- like Apple -- enjoy
continuous, relatively high social intensity.
http://www.nytimes.com/interactive/2009/02/02/sports/20090202_superbowl_twitter.html
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19. Social Intensity - example 1
http://www.nytimes.com/interactive/2009/02/02/sports/20090202_superbowl_twitter.html 5/28/09
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20. Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice 5/28/09
Slide 20
21. Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice 5/28/09
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22. Social Intensity - example 2
http://www.slideshare.net/VirtualEyeSee/social-media-marketing-whopper-sacrifice 5/28/09
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26. Conversation take-outs
We’re interested in what people “do”, less in what they “think”.
Traditional measurement is very much “think”-focussed :
reach/impact.
“We need a new metaphor to quantify “do”, which is “conversations”.
Search volume, social intensity & net promotor score are three KPI’s
to measure conversations.
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27. A case centered around
conversations as a KPI
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30. Millions of people watched the video.
Hundreds of thousands downloaded the talking points.
More than 30,000 received email from their friends through
JewsVote.org.
Tens of thousands more have seen our ads in key swing states like
Michigan, Missouri, and Florida.
There were (and still are) dozens of articles and news reports about
The Great Schlep, putting the message of Jewish support for Obama
in front on tens of millions.
Exit polls of the Jewish Vote in the 2008 election: Obama - 78%
McCain 22%
Florida vote in the 2008 election: Obama 51% McCain 49%
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