Berghs 18 okt dig mgmt

Berghs School of Communication

Discussion/oral presentation Blog analysis:

How many blog posts published last month?

Information shown about the blogging target group?

What measures of exposure are shown?

What measures of exposure are not shown?

Indepth listening, what, how, where, why?

Sources to use: Twingly.com

Individual feedback via mail during the week.

Thankyou


Qualitative analysis – group task –


Gyges Excite Resultatmätning bloggosfären LB

Read through the report and answer the following questions (in discussion):

1. Parameters measured?

2. Differences in you results/impressions from this season?

3. Postive/negative feedback on report layout?

3. What can the report and its results be used for, strategically:

- before broadcast?

- during broadcast?

- after broadcast?


Listening sources and tools


Social Media Monitor

http://connycom.se

Username: see separate mail

Password: see separate mail

http://lissly.com/

Username: see separate mail

Password: see separate mail


Group try-out

Divide into four groups, follow tasklist, then switch accounts:

#1 Lissly, #2 ConnyCom, #3 Lissly, #4 ConnyCom

1. Login and have a click around!

2. Identify available social media sources

3. Identify measures of exposure and key features

4. Create your own profile/key

5. Pro’s and Con’s

6. Main differences


Understanding the information available to analyze


The flow of information

Search spiders Monitor tools


Agencies (PR, Comm, Analysis, Marketing)

The flow of information cont….

End customer


BrandExcite

Analyzing primary sources


Primary source information - the data in BrandExcite comes straight from the source (blogg.se), which means that statistics like unique visitors & AdValue are presented

High target group relevance – 3 out of 4 women in Sweden represented in BrandExcite

Over 350 000 active Swedish female bloggers

Unique connection to a primary source – Sweden’s largest blog platform

Unique features of BrandExcite


Blogosphere statistics

Women in BrandExcite

Female blogreaders in Sweden

90 %

1 060 000

Blogs in BrandExcite 360 000

Female bloggers in Sweden 430 000

Source: ”Svenskarna och Internet 2010, Nielsen Netrating, Orvesto Internet & SCB

Swedish female bloggers represented in BrandExcite ca 75 %


BrandExcite statistics

Bloggers

Sweden’s largest insight database for women

Day

Week

Month

Six months

84 100

159 219

240 778

367 718

144 741

979 614

3 781 526

21 804 395

Logins Posts

Visitors

Day

Week

750 000

2 437 000

Unique web browsers

1 300 000

Unique individuals

Source: ”Svenskarna och Internet 2009”, Nielsen Netrating, Orvesto Internet , SCB & blogg.se


Overview showing statistics such as Unique visitors, AdValue & WoM-factor


Data details by blogpost


Information shown by other social media monitors


Information shown by primary source

Berghs 18 okt dig mgmt

Technology

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