360DigitalInfluence

I’m at the Word of Mouth Marketing Associations WOMM-U event for the next day – and while there promises to be a wealth of content published here and through our team’s various twitter handles (@jbell99, @virginiamiracle, @iansohn, @tanyachadha) I’m going to focus my blog updates on measurement stories generated by the great brands in attendance.

You can also check out conference buzz LIVE on the WOMM-U site (tweets, pics, posts!)

Session: Lessons from SNL’s Digital WOM Strategies

Speakers: Matt Allen, NBC.com and Sarah Hofsetter, 360i

Measurement Run Down:

Clicks and Engagement

• NBC uses Clearspring widgets for their video player allowing them to track on-site views, click throughs and other stats that gauge hits that generate impressions (Perez Hilton) versus high watch rate (long tail sites.)

Buzz

• NBC uses Buzz Metrics and other buzz monitoring services to track social media conversation
• Analysis is performed platform by platform (Facebook, YouTube, Digg, NBC.com)
• Creatives on shows are very attuned to these reports and mine various communities to help determine what fans want – especially on complex and troubled (my word, not theirs!) like Heroes
• Buzz generated by organic placements and brand placements are examined separately.

Sentiment

• NBC pays attention to sentiment – especially across different categories (sentiment for Election 2008 varied greatly from political sites, to entertainment sites.

Search

• Search is of the utmost importance – SEO efforts in 2006 took NBC.com to top of front page for “SNL videos” in 2 months.  Now that page is dominated by NBC.com properties and social media content as a result of their digital media outreach.

More to come!