By Iain MacMillan on October 22, 2007
Another beast we’re wrestling with at the moment is social media metrics – how to de-fluff some of the current ways in which people try to measure audience engagement and communication effectiveness in this area. It’s going to be a while before we have something meaningful to say, but in the meantime expect to see a few regular updates, requests for feedback and simple cries for help.
Leo and Dan are leading this project – but I’ve been endeavouring to keep up as best I can. And during my very shallow research (thanks Wikipedia…) on traditional forms of measurement for customer engagement, I happened upon some interesting thoughts on Kirkpatrick’s Levels. My thought is this: could we get somewhere meaningful by combining this thinking with the 1:9:90 thought regarding the differing behaviour of creators, contributors and consumers online?
To begin with, we would measure the extent to which people:
1. Arrive
2. Consumer
3. Understand
4. Apply
Then, at the final fourth level, we could make measurement a little more manageable by being a bit more granular and considering these types of behaviours:
a. Single responses
b. Succession of related responses
c. Basic conversation (one channel, one topic)
d. Advanced conversation (many channels, many topics)
e. Community participation (around a shared objective)
f. Creating/leading a community
Is this going somewhere interesting? Answers on postcards.
Posted in Research, Stories |
Iain founded RMM in 2006, with the objective of providing good, strategic advice across all areas of digital and social media. Nowadays, the focus is entirely social and involves the provision of more than just advice – insight, inspiration and expertise in social media. Iain leads the strategy development and training teams on most client projects.
He specialises in leading client strategy projects in a number of sectors, including finance and gambling, where RMM has conducted studies into social behaviour in highly regulated environments. He also leads projects for travel sector clients, a sector in which RMM works in partnership with eCRM sector specialist, Spike Marketing. They work together across a number of clients, most recently including Neilson Holidays, Thomas Cook’s ski and active holidays division.
Prior to RMM, Iain spent five years helping to run the web design business, Tonic, winning and managing accounts such as Vodafone, GE, GAP, MTV and Barclaycard. Before that he worked at Tribal DDB London, working on Volkswagen before heading up the Victor Chandler, Sony Europe and Guardian accounts. And before that he had a colourful career in music promotions, running the annual Soho Jazz Festival in 1997.
Iain spends quite a large amount of time trying and failing to explain to his long-suffering wife why he really loves golf, seventies hard rock and eighties pop. She remains none the wiser.
