360DigitalInfluence

16 Responses to “Introducing Conversation Impact - Social Media Measurement for Marketers”

1. Blake Cahill Says:
   June 23rd, 2009 at 6:22 pm

   Irfan - Glad to see our some of our data and BI rolling up into your Conversation Impact model. Looking forward to continuing partnership.

   @bcahill
   @visible_tech

2. Michael Troiano (@miketrap) Says:
   June 23rd, 2009 at 10:08 pm

   Same here, Irfan. Glad to be on board, and happy to contribute our view toward a comprehensive solution.

3. KDPaine Says:
   June 24th, 2009 at 8:12 am

   all of this is fine, but aren’t you missing a big chunk of the blosophere, and esp Twitter? How are you getting this data from sites that are either too small to show up on Compete or Quantcast and/or don’t publish their statistics?

4. Irfan Kamal Says:
   June 24th, 2009 at 8:21 am

   @KDPaine:

   We include several sources of social media mentions in our calculations, including blogs, message boards/forums, and Twitter.

   The issue of how to handle smaller sites is an important one. The unique monthly visit (UMV) measurement is only one part of our influence assessment. We consider several other characteristics of sites that affect influence, including content, relevance, engagement and recency of content. Based on these criteria, we often find influence even absent UMV data.

5. John C. Havens Says:
   June 24th, 2009 at 2:23 pm

   Hi Irfan,

   Congrats to you/John et al. I’d be intrigued to know more about how you evaluate “share of positive voice in social media, within category.” Are there links to that information anywhere?

   Thanks.
   JCH

6. Nick Chhan Says:
   June 25th, 2009 at 12:40 am

   Very interesting, will be following this development for sure.

7. ImpactWatch » Blog Archive » Top Social Media Monitoring & Measurement Posts of the Week Says:
   July 3rd, 2009 at 1:09 pm

   [...] Introducing Conversation Impact - Social Media Measurement for Marketers - Ogilvy [...]

8. Navah Kirstein Says:
   July 7th, 2009 at 11:46 am

   This is a great article for measuring social media success, however I’m not highly educated on the correct software to use. I would love to hear more about Crimson Hexagon, Radion6 and any others that offer such critical information for measuring success. Where can I find a comparable on the software?

9. Irfan Kamal Says:
   July 9th, 2009 at 4:53 pm

   @JCH:

   Thanks very much. We’ll be posting more information shortly, including details on the model.

   @Navah:

   Since these software products evolve pretty rapidly, it’s hard to find reviews that are completely up to date. I’d recommend you check out the software company web sites (they are linked in my post) to get the latest info. You may also find it helpful look at John Bell’s blog for a recent post on how to choose social media software.

10. What is Social Shopping Becoming? : Social Commerce Says:
    July 14th, 2009 at 4:08 pm

    [...] positive word of mouth and even recommendation for a product will drive product preference (see our Conversation Impact measurement model), using social to drive sales will become a new focus for many of [...]

11. Asia Digital Map » Blog Archive » 13 Ways to Tell a Social Media Expert From the Real Thing Says:
    September 13th, 2009 at 7:15 am

    [...] must have a system for measuring the effectiveness of any campaign - and followers or friends or hits isn’t it - and the ability to change strategy if things [...]

12. On Measuring Social Media … thoughts and a Scorecard | Web Analytics Blog | Web analytics Says:
    October 2nd, 2009 at 10:35 am

    [...] read Agency Approaches to Measuring Social Media by Nathan Gilliatt recently and his post comparing Conversation Impact , Fluent 2009 and Digital Footprint Index, lead me to think deeply about all three approaches and [...]

13. Stream 2009: After the One Night Stand, Creating Sustained WOM Programs Says:
    October 5th, 2009 at 2:51 pm

    [...] the long term value of social media was integral to creating sustained WOM programs.  I shared Ogilvy’s Conversation Impact measurement model, which maps to the marketing funnel and focuses on metrics like reach (that tie out to existing [...]

14. Los 5 grandes mitos de los “Social Media” | Prestigia Online | Internet Passion Says:
    October 13th, 2009 at 3:24 am

    [...] reales, que luego se orientarán a generación de ingresos. Y existen herramientas (una de ellas Conversation Impact ) que va mucho más lejos que las métricas suaves para demostrar el valor real de los social media [...]

15. Jason Brownlee Says:
    January 6th, 2010 at 4:26 am

    I picked up on this article from a link in the latest post from “The Digital Influence Mapping Project” (6th Jan 2010). The point made by KDPaine above and the response from Irfan Kamal (24th June ‘09) seems to strike right at the heart of Social Media’s ability to make a real impact on the financial bottom line. My team and I agree with KDPaine that monitoring user generated content that ‘needs’ to be covered, rather than only what ‘can’ be covered is the elephant at the social media party. That’s why we’ve developed a web-scale ‘Influence Search Engine’ that resolves this problem.

16. Measuring Social Comms For Dummies Training » Sunday Latte Lamentations Says:
    May 21st, 2010 at 7:37 am

    [...] John Bell, Ogilvy PR & WOMMA for doing the many hours of thinking which has gone into their “Conversation Impact” measurment model, on which this presentation draws, and the continued efforts of WOMMA to make our [...]