blueglassx - transforming your visitors into a dedicated community by simon heseltine
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Dec 4, 2012
Presented By:Simon HeseltineDirector Twitter: @simonheseltineAIM: SimonHeseltine
Blue Glass XTampa BayTransforming your visitors into a dedicated and passionate community
@simonheseltineTampa Bay Dec 4th
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@simonheseltineTampa Bay Dec 4th
Agenda
1. External Communities2. Internal Communities3. Make fun of fellow panelists
Agenda
1. External Communities2. Internal Communities3. The Perfect Comment
Agenda
1. External Communities
Agenda
1. External Communities2. Internal Communities
@simonheseltineTampa Bay Dec 4th
Building and growing external communities
@simonheseltineTampa Bay Dec 4th
@simonheseltineTampa Bay Dec 4th
@simonheseltineTampa Bay Dec 4th
@simonheseltineTampa Bay Dec 4th
http://mashable.com/2012/08/16/twitter-day-in-the-life-infographic/
The most linked to sites on twitter
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@simonheseltineTampa Bay Dec 4th
@simonheseltineTampa Bay Dec 4th
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http://www.buzzfeed.com/mattbuchanan/the-biggest-sites-in-social-publishing
The publishers with the greatest number of stories with over 100 Facebook interactions in the month of September 2012, as measured on October 1, 2012
Facebook interactions
@simonheseltineTampa Bay Dec 4th
http://www.buzzfeed.com/mattbuchanan/the-biggest-sites-in-social-publishing
The publishers with the greatest number of Facebook interactions through October 1, 2012
Facebook interactions
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Case Study
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Nielsen Connected Devices Study Q2 2012
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284 likes, 63 comments, 11 shares
The State of the Union
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1209 likes, 94 comments, 131 shares
The State of the Union
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1986 likes, 221 comments, 165 shares
The State of the Union
@simonheseltineTampa Bay Dec 4th
3883 likes, 294 comments, 395 shares
The State of the Union
@simonheseltineTampa Bay Dec 4th
5838 likes, 437 comments, 1217 shares
The State of the Union
@simonheseltineTampa Bay Dec 4th
The State of the Union
32,694 likes, 2,525 comments, 4,268 shares
@simonheseltineTampa Bay Dec 4th
# Tweets
# ReTweets
# Likes
# Shares
# Comments
# Click Actions
# Page Views
Engagement Measures
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Questions to ask:
• What to retweet
• When to retweet it
• What account(s) to retweet from
Fanning the Flames of Engagement
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Fanning the Flames of Engagement
@simonheseltineTampa Bay Dec 4th
Questions to ask:
• What to retweet
• When to retweet it
• What account(s) to retweet from
Fanning the Flames of Engagement
@simonheseltineTampa Bay Dec 4th
Questions to ask:
• What to retweet
• When to retweet it
• What account(s) to retweet from
Fanning the Flames of Engagement
@simonheseltineTampa Bay Dec 4th
Building and growing internal communities
@simonheseltineTampa Bay Dec 4th
@simonheseltineTampa Bay Dec 4th
@simonheseltineTampa Bay Dec 4th
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@simonheseltineTampa Bay Dec 4th
Social & The Huffington Post
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@simonheseltineTampa Bay Dec 4th
@simonheseltineTampa Bay Dec 4th
@simonheseltineTampa Bay Dec 4th
@simonheseltineTampa Bay Dec 4th
@simonheseltineTampa Bay Dec 4th
@simonheseltineTampa Bay Dec 4th
70% of our comments are replies to other people
Over 1,000 of the community members who signed up in first the 6 months of HuffPost’s existence still comment more than once a week today.
Comment stats
@simonheseltineTampa Bay Dec 4th
Social & The Huffington Post
August 2011Huffington Post passed the 100mm comment milestone
Jan 2012Passed the 130mm comment milestone
April 2012 Passed the 150mm comment milestone
Oct 2012 Passed the 200mm comment milestone
August 2011Huffington Post passed the 100mm comment milestone
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Research Time: The perfect comment
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A typical comment
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We chose conjoint to evaluate comments based on the sum of their components
We are the first to apply conjoint to sequence the DNA of comments
@simonheseltineTampa Bay Dec 4th
NameGeography
Icon
Number of fans
Fact-based comment
Clarity of thought
Links to external sourcesAdherence to party line
Number of favorites/likes
Original article criticism
HumorGrammar
Super user
Relevance
Badges
Comment DNA
@simonheseltineTampa Bay Dec 4th
Fact-based comment
Comment DNA
• Solid facts• Abstract notions• Facts & notions
@simonheseltineTampa Bay Dec 4th
Comment DNA
Clarity of thought• Not focused/clear• Somewhat focused/clear• Very focused/clear
@simonheseltineTampa Bay Dec 4th
Comment DNA
Original article criticism• Praise• Neutral• Critical
@simonheseltineTampa Bay Dec 4th
Comment DNA
• Full name• Username/nickname• Anonymous
Name
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Comment DNA
• Author picture• Non-human/avatar/cartoon• No picture (default icon)• Feature not available
Icon
@simonheseltineTampa Bay Dec 4th
Comment DNA
• Democratic• Counter-Democratic• Republican• Counter-Republican• Libertarian• Non-Partisan/Independent
Adherence to party line
@simonheseltineTampa Bay Dec 4th
Comment DNA
• Less than elementary school• Elementary/middle school• High school• Collegiate +
Grammar
@simonheseltineTampa Bay Dec 4th
Comment DNA
INDIVIDUAL SUBSTANCERELATIONSHIP TO CONTENT
STYLE
PERSONAL IDENTITY
COMMUNITY INVOLVEMENT NameGeography
Icon
Number of fans
Fact-based comment
Clarity of thought
Links to external sourcesAdherence to party line
Number of favorites/likes
Original article criticism
HumorGrammarSuper user
Relevance
Badges
@simonheseltineTampa Bay Dec 4th
• Online survey
• 1351 readers of target sites
• 18+, US only
• Age, gender and geographically balanced
• Self selected article of interest– NY Health Exchange
– Romneycare
– Unhinged congressman
– Debt collectors
@simonheseltineTampa Bay Dec 4th
Rate 16 comments on 9 dimensions each, 5 point scale
EMOTIONAL RESPONSE• Thought provoking• Makes me angry• Added to/changed
my perspective
GENERAL QUALITY• High quality• Enhances the article• Trustworthy• Informative
ACTION ORIENTED• Makes me want to join
the conversation• Makes me want to read
more comments
@simonheseltineTampa Bay Dec 4th
Rate 16 comments on 9 dimensions each, 5 point scale
EMOTIONAL RESPONSE• Thought provoking• Makes me angry• Added to/changed
my perspective
GENERAL QUALITY• High quality• Enhances the article• Trustworthy• Informative
ACTION ORIENTED• Makes me want to join
the conversation• Makes me want to read
more comments
@simonheseltineTampa Bay Dec 4th
Rate 16 comments on 9 dimensions each, 5 point scale
EMOTIONAL RESPONSE• Thought provoking• Makes me angry• Added to/changed
my perspective
GENERAL QUALITY• High quality• Enhances the article• Trustworthy• Informative
ACTION ORIENTED• Makes me want to join
the conversation• Makes me want to read
more comments
@simonheseltineTampa Bay Dec 4th
Number of Fans
BadgesNumber of favorites/
likes/votesSuper user
Geography
Icon
Name
Grammar level
Humor
Adherence to party line
Original article criticism
Relevance
Clarity of thought
Fact-based comment
Links to articles
6%
5%
5%
3%
8%
7%
4%
4%
3%
21%
16%
5%
10%
3%
1%
Community involvement = 19%
Personal identity = 19%
Style = 7%
Relationship to content = 42%
Individual substance = 14%
The Results?
@simonheseltineTampa Bay Dec 4th
Style = not very important (7%)
Grammar level Less than Elementary School -1.57Elementary / Middle School 0.32High School 0.53Collegiate or more 0.72
Humor Yes -0.13No 0.13
@simonheseltineTampa Bay Dec 4th
Individual Substance = mildly important (14%)
Fact-based comment Solid facts 0.13Abstract notions -0.12Facts & notions -0.01
Links to external sources/articles
Included -0.05Not included 0.05
Clarity of thought Not focused/clear -0.46Somewhat focused/clear -0.04Very focused/clear 0.50
@simonheseltineTampa Bay Dec 4th
Community involvement = somewhat important (19%)
Badges 0 Badges -0.251 Badge -0.02More than 1 Badge 0.26Feature not available/not using -0.25
Number of favorites/likes/votes 0 -0.211-5 -0.016+ 0.22Feature not available 0.00
Number of fans 0 -0.281 - 99 -0.08100 - 999 0.061000+ 0.29Feature not available 0.00
Super user Super user / Top commenter -0.11Not Super user / Feature 0.11Feature not available -0.17
@simonheseltineTampa Bay Dec 4th
Personal Identity = somewhat important (19%)
Name Full Name 0.20Username / Nickname 0.00Anonymous -0.20
Geography Specific location 0.23General location 0.12Job/School 0.14Nothing / Feature not available -0.50
Icon Presence Author picture 0.38Non-human/avatar/cartoon 0.34no picture (default icon) -0.12Feature not available -0.33
@simonheseltineTampa Bay Dec 4th
Relationship to Content = very important (42%)
Adherence to party line Democratic -0.51Counter-Democratic -0.05Republican -0.45Counter-Republican -0.02Libertarian -0.50Non-Partisan/Independent 1.54
Original article criticism Praise -0.99Neutral 0.47Critical 0.53
Relevance Relevant 0.23Little relevancy 0.00Not relevant at all -0.22
@simonheseltineTampa Bay Dec 4th
Comment 1 Comment 2Identity Username/nickname Full nameGeography Specific location Specific locationIcon presence No picture (default icon) Author pictureBadges More than 1 badge 0 badgesNumber of fans 1-99 0Number of favorites/likes/votes 6+ 0Super user Feature not available Not super user/featureGrammar level 9-12th grade level 9-12th grade levelHumor No NoClarity of thought Somewhat focused/clear Very focused/clearOriginal article criticism Praise NeutralFact-based comment Abstract notions Abstract notionsLinks to articles Not included Not includedAdherence to party line Counter-Democratic Counter-DemocraticIrrelevant off-track Not relevant at all Relevant
Makes me want to read more comments 1.18 3.01
Applying the maths to comments
@simonheseltineTampa Bay Dec 4th
Key Findings on Comments
• Readers turn to comments for additional info / perspectives
• Readers like to associate an image with a commenter
• Facts are less important than reaction
@simonheseltineTampa Bay Dec 4th
Measuring communities• 8 sites x 40 articles x 10 comments = 3200 total comments coded• 8 sites x 40 articles x 10 comments = 3200 total comments coded
• “Makes me want to read more comments”– Huffington Post = 4% over average
– Best: USA Today = 23% over average
– Worst: Fox News = 21% below average
@simonheseltineTampa Bay Dec 4th
Applications for Community Managers
• Diagnose community health. Strengths and weaknesses
• Benchmark versus competitors
• What users and actions should be encouraged
Dec 4, 2012
Was presented By:Simon HeseltineDirector Twitter: @simonheseltineAIM: SimonHeseltine
Blue Glass XTampa BayTransforming your visitors into a dedicated and passionate community