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- 7 Ways to make web analytics work better in companies
- Measuring social media, influence, debate, buzz monitoring
- Web analytics winners and losers? It’s the people that make the difference.
- Simple segmentation for your website and better web analytics understanding
- Web Analytics Wednesday in London – the future of web analytics
- Digital cream: revealing debating at econsultancy’s marketing event
- Google Analytics Tip: Ecommerce tracking set up, screenshots and why it’s useful
- Reliving my customer’s experience and some nice screenshots
- Internal site search part 2
- The best charts ever and food for thought for us web analysts
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My Blogger Friends
Last weekend I went to the inaugural Podcamp UK and co-presented a session with Lucie Follett on the monetisation of podcasting and podcasting measurement using engagement metrics, in the auspicious surrounding of Birmingham’s NTI (new technology institute). It was fast paced and innovative. You may be able to spot us in one of the photos? There were a whole bunch of people there including all the top UK podcasters, Twitter guys (I twitter, do you?), bloggers, journalists and new media folk in general.
In the social media ecosystem, in which I would include podcasting, there is so much potential for businesses to use podcasting to generate brand awareness and interest in their product or service from a niche audience. At the same time, there is an increased awareness of the potential monetisation of podcasting, if it is done effectively. I am still a big believer in “Content is King” - ie create podcasts that genuinely interest and compel your target audience. And have seen examples where “view movie” (ie watch podcast) with the right kind of engaging content has resulted in a tripling of lead generation on a particular car company’s website, such as brochure requests. So podcasting can and does work for business when done in the right way - you need a good story, and definitely not my boss told me to do a podcast!
However, how do you begin to measure a podcast’s effectiveness?
Due to the nature of downloadable media, there are a number of difficulties when it comes to getting accurate metrics from podcasting and issues to consider which impede the efficient implementation of big marketing or advertising campaigns across multiple website.
-How many podcast downloads are there – if the podcast is embedded in the website, is it still considered to e a podcast?
-How many viewers actually watch or listen to the podcast once it is downloaded?
-What degree of the podcast is listened to, for example if you have ad in the podcast towards the end, how many people actually listen to it?
-What true influence or buzz is actually generated by the podcast, because link content (popularity) does not equate to influence.
The key things is to look at podcasting in the same way one does other social media.
Engagement metrics are key. Things to consider include (and please feel free to add any more via comments):
1. Visitor reviews of your podcast (for example on itunes).
2. Visitor comments – where a podcast:comment ratio is the most helpful one as it strips it down to pure engagement on a podcast, by podcast basis.
3. Social capital/Visitor influence – if an established reviewer ie top podcaster or specialist within the industry writes a review/comment etc, this will have a lot more influence than if Sam from Dunkirk did (sorry Sam).
4. Ranking on established podcasting platforms, such as podcasting news top 25 or podcast alley top 10.
5. Wisdom from the rest of the web, such as the reaction on the blogosphere, twitter-sphere, facebook-sphere, general search engine results etc.
The monetisation of podcasting, is not about corporates trying to strangle the life out of a vibrant, independent podcasting community – which will definitely continue to thrive, but a marketing journey where businesses who understand social media will use it to their advantage. Businesses that podcast will be able to measure those tangible or intangible (hence engagement metrics) benefits to their business, and where eventually marketers and advertisers will be able to efficiently implement advertising across multiple podcasts, similar principle (but very different at the same time) to the way google adwords has their content network advertising – where you can run campaigns on a keyword/sector basis, having illustrated the value of advertising on podcasts or websites running podcasts.
Thanks so much for reading and do let me know if you have any thoughts or ideas, or if you completely disagree.
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recent posts
- 7 Ways to make web analytics work better in companies
- Measuring social media, influence, debate, buzz monitoring
- Web analytics winners and losers? It’s the people that make the difference.
- Simple segmentation for your website and better web analytics understanding
- Web Analytics Wednesday in London – the future of web analytics
- Digital cream: revealing debating at econsultancy’s marketing event
- Google Analytics Tip: Ecommerce tracking set up, screenshots and why it’s useful
- Reliving my customer’s experience and some nice screenshots
- Internal site search part 2
- The best charts ever and food for thought for us web analysts
recent comments
- Perry Williams: Hello Dear, I am strongly agree with your point that the web analytics is associated with the social...
- Philip Sheldrake: Nice overview Marianina. I wanted to post a link to an article in Business Week from June about the...
- Luisa Woods: Hi Marianina, I think you make a very good point about the importance of segmentation. I like to carry...
- Eric T. Peterson: Marianina, Nice to have seen you Monday in London! I just got this post so perhaps something odd is...
- Marianina Manning: Hi Luisa, Thanks for your thought-provoking comment! I agree that new ways of looking at web...
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Web Analytics Princess by Marianina Chaplin
September 6 2007
Thanks Dean and it was lovely to meet you at Podcamp UK too, even if you did disagree at least 3 times with all eighty things I said (your words not mine).
September 7 2007
Hi
I enjoyed your presentation and your discussion. I may have sounded negative towards metrics but I am for metrics. My issue is that podcasting seems to being held to different standards, maybe because people podcast and expect to lift sales. For me podcasting is part of your brand awareness strategy – just the same way you wouldn’t expect people to drive home and click on a website because they have seen an advert on a billboard, people won’t necessarily click through from a podcast. However, podcasting is a communication tool that adds value to consumers which will then affect behaviour at the point of purchase. With any medium that awareness is difficult to measure. Loved your presentation, loved the discussion..thanks for a great session!
September 10 2007
Thanks for a great session and well done. Good to meet you too. I think it was one of the best sessions because of the very heated discussions that came out of it. Cheers, Kingsley
September 10 2007
Anna, Thanks so much for your comment. And I am really glad that you enjoyed the discussion. Monetisation of podcasts for companies is of huge interest as this is something that is not currently being done by and large, ie effective advertising campaigns running on podcasts, and measurement of sales and/or lead generation activity generated by podcasts. But in essence I do agree with you that podcasting is a means of engaging with ones audience/generating brand awareness/engagement etc. But even if metrics do not correlate exactly back to increase sales/lead generation, in theory a successful engagement will have a halo effect on the business. But that is why I think engagement metrics are so useful in measuring the effectiveness of podcasts and the social media ecosystem in general.
Kingsley, thank for your comment – and really glad you enjoyed the discussion (as did I – even when it did get heated).
Simon, great to meet you too and look forward to catching up on your latest poetry podcasts soon
September 10 2007
[...] Measures of ‘engagement’ These metrics have already been set out very comprehensively by my co-presenter, Marianina Chaplin, a.k.a. Web Analytics Princess, on her blog here [...]
September 21 2007
Hi Marianina, I was visiting your blog and looks pretty interesting (It was very good the post about tracking subdomains with GA).
Next Saturday (29th) it´s Barcamp Buenos Aires, so if your spanish is ok don´t miss this event (webcast)it gonna be awesome (barcamp.com.ar). See you there
September 21 2007
Gracias Juan – thanks Juan (in English). I’ll definitely check it out.
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