Monday, September 27, 2010

Search Words + Online Buzz = Patient Insights

I was just thinking through the online trail of a patient, looking for disease information. He might be in his mid 50s. He's probably content with the browser his computer pops open for him. He plugs in some key words and off he goes to a list of information sources.,, webMD are his first stops, because they come up above branded sites supported by pharma companies.

He peeks into some forums as he digs deeper, but does he trust the information from other caregivers and patients? Spam messages about Canadian drugs and links to cheaper pills make him want to click out of there as fast as he can. He goes back to emailing his friends for a referral, turning to people in his immediate circle. 

The sheer volume of disease-related posts in forums makes us think that majority of healthcare conversations take place in these areas. I feel like we also need to look at behavioral data on how a journey that typically begins with search leads to engagement, if at all. Do the key words patients/caregivers use match up to what's being discussed online? Do they match up to what brands provide on their sites? Is there a way to be as authoritative as the Mayo Clinic site on a given topic as a healthcare brand? 

Reviewing most commonly used search terms and online buzz about a given health topic can provide significant color to our insights. Online posts may reflect the opinions of those who dare to post public questions about their health. But search is (relatively) anonymous and can show what people are truly interested in finding. 

My two favorite tools to understand how Internet users search for content are: Google Adwords Keyword Tool and Trellian Keyword Discovery

Posted via email from dotwom's posterous

Thursday, September 2, 2010

Key Performance Indicators in Social Media

Today’s social media landscape is significantly more cluttered and complex than its early days. The abundance of content that is easy to access and consume makes launching and sustaining noteworthy online projects challenging. As social media matures, the need to measure online word of mouth and demonstrate success becomes indisputable.

A comprehensive measurement plan should consist of three parts—gauging the audiences’ reactions to the brand before, during, and after the campaign. The first step in measuring online word of mouth is to listen and monitor audience chatter across blogs, forums, and social networks. This effort helps uncover existing issues, attitudes, and behaviors. It marks the starting point for a campaign. The second step requires tracking the campaign’s progress and studying the interaction between message senders and receivers. During this phase, marketers can take note of attitudinal and behavioral changes among their target audience. The third step involves comparing final campaign results with benchmark scores to demonstrate the momentum and change the campaign generated.

When setting benchmarks and tracking online word of mouth throughout the course of a program, marketers can use the following measures to show how their initiatives generated buzz, changed brand perceptions, and lead consumers to take action.

Volume of discussion: Using blog search engines such as Technorati, Google Blog or research firms’ proprietary software tools, count the number of posts that mention key words or messages related to your program. The numbers of unique mentions indicate online word of mouth reach.

Influencer mentions:  When writers quote and reference a source, they deem that information outlet reliable and useful. Similarly, every link that points to a social media address boosts that source’s authority. Desktop monitoring tools such as Radian6 and BuzzLogicÔ measure the number of in-bound links to blogs from brand sites, news sites, forums, and other blogs. The higher the score, the more influential and authoritative the source will be.

Stickiness: To show the full impact of word of mouth programs, we must account for those who received and shared a message. Impressions and unique visitors are metrics that speak to the broad universe of people who may have been exposed to a message. However, not everyone passes along every bit of information they receive. A survey measure developed by research firm S. Radoff Associates called Stickiness addresses this issue. Stickiness is based on the percentage of people who pass along a message among those who are exposed to the message.

The Echo Factor and Tone: When reviewing the overall volume of mentions, analysts often distinguish between positive and negative tone. Marketers can take this assessment a step further and measure how their messages echo through consumer conversations. Through surveys targeting representative samples of their audience, they can probe how many people received and passed along a positive or negative message. Next, they can look at the ratio of positive to negative mentions. S. Radoff Associates’ Tonality Index, which is based on this ratio, indicates the dominant tone of word of mouth and gives brands a pulse check.

Engagement: Online media engagement can be a qualitative measure that gives directional information about consumers’ online experience. To understand the nature of users’ interaction with the blog content, marketers can study comments’ tone and length. They may find a detailed, positive review more meaningful than a neutral or negative monosyllabic comment. Furthermore, they can classify the topics commentators discuss and analyze the quality of information these social media agents share.

Advocacy: Differentiate between those conversations that are descriptive and those that contain recommendations or warnings. To identify those networking agents who are advocating for a brand, product, or a company, look for those who are making solid recommendations, telling others what to do, and potentially influencing others’ opinions and decisions. For instance, MotiveQuest, a strategic consultancy that analyzes online consumer buzz, has coined the term online promoter score™, distinguishing between those mavens who are generating much of the volume on an issue and those advocates who make recommendations

Action: Online word of mouth campaigns yield recommendations, votes, and purchases. When organizations engage word of mouth agents and infuse networks with their messages, they hope to see an increase in sales and public support. To connect such outcomes with their marketing initiatives, communication professionals need to document their audiences’ online behaviors and show online buzz can lead to posts, clicks, downloads, or offline actions such as votes, coupon redemptions, and in-store purchases. Marketers can review sales trends during and after the campaign and note any increases that correspond with online buzz volume. Political strategists can explore how visits to online information hubs affect votes, signatures, and donations.

To read the complete version of this article, please visit PRNews Online.


Posted via email from Speaking of Social Media