Digital Catapult is a UK nonprofit organization that aims to advance digital ideas and unlock proprietary data. The presentation discusses Digital Catapult's mission to work with other organizations in the digital space rather than duplicate their efforts. It also emphasizes the importance of tracking online content and social media engagement in real time to measure traction and adapt content strategies accordingly. Real-time analytics of websites and social media can help gauge audience reaction and tweak content if needed.
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Real-time Campaign Analysis: Digital Content Summit 2015
1. Digital Content Summit April 2015
Sade Laja
Head of Digital Engagement and Content
Digital Catapult
@SadeLaja1
Real Time Analysis of Content Traction
2. Who are we?
A national centre to rapidly
advance the UK’s best
digital ideas
Completely
neutral
Not for profit
3. Our mission…
We are NOT a funder, incubator or
accelerator!
Our aim is to work with these
organisations, not duplicate
To unlock proprietary data in
faster, better and more trusted ways
5. #DCS2015
Budget 2015
• Our most retweeted piece of content on
Twitter
• Hundreds of unique views in the first few
hours of being published
• Helped contribute to wider coverage the
Digital Catapult received
15. #DCS2015
Consider this…
• Two billion active social media users
worldwide
• Social networking accounts for 28% of all
media time spent online
• 80% year-on-year audience growth of
LinkedIn
16. #DCS2015
Tools
• Analytics tools are of course invaluable, but…
• In the modern age organisations must be
willing to do two key things…
20. #DCS2015
Gauging Real Time Reaction
Track page views and unique visits and the user journey
All while monitoring online views and tweaking if necessary
21. #DCS2015
Focus on Four Challenges
• Personal Data and Trust
• Closed Data
• Creative Content
• Internet of Things
22. Our Product Portfolio
Pit
Stops
Open
Calls
Use of the
Centre
Become a
Supporter
Join a
Network
Industry
Secondment
Programme
Research
Bids
Tech
Services
Capability
Hubs
Events
Contributor
Programme
Really big deal for us as a new organisation (only been operational since Sept. 2013) – Budget 2015.
There was a rumbling that we may get a mention in the Budget, around the Internet of Things.
Were on standby and wanted to think of something we could do around it. Had to react quickly to figure out what might work.
When it was confirmed, there was the standard welcoming note from our CEO Neil Crockett, but we wanted to do something additional that had a bit of a wider focus, rather than just about us.
Decided to do a little budget round-up about an hour after the announcement rounding up the online reaction. We noted that a lot of other round-ups tended to just include comments from press releases, but as social media plays such a huge role in what we do, we wanted to add online comments from Twitter too.
This included tweets from commentators and partners organisations, such as sister organisation the Future Cities Catapult and TechUK, as well as comments from tech firms such as ARM and Cisco.
Great learning curve as it has been our most retweeted piece of content so far at the Digital Catapult.
Looking at people’s comments and reaction in real time showed there was an appetite for a breakdown of comments focusing on the digital strand of Osborne’s announcement. As you would expect there tends to be a flurry of noise and announcements in loads of different places on the net when something like the Budget is announced. The aim was to cut through some of the noise and provide some value.
It was a great success for us and we’re planning to do more in the future.
20 – 30 pieces mentioning the Digital Catapult from the Guardian right the way through to TechWorld.
Got the tools and the data, simple right?
Not quite – data can be interpreted in many different ways. One organisation’s bounce rate joy is another’s bounce rate horror. For example, some websites are geared towards transactions taking place, so if a user jumps on, carries out a transaction and goes off again that could be perceived a win for some organisations.
This is why it’s important to always look at the qualitative information you have as well – what are your audience is saying online?
Your users are king.
In its simplest form we’ve had events on the Catapult Centre in London where one of our followers might say, that hashtag isn’t quite right for this event. We’ll stop, listen, take on board what is being said and amend if we think it’ll be beneficial to the wider audience.
In contrast I’ve been at organisations in the past where any criticism from an audience of content is taken almost as a personal slight and there’s a resistance to change. What good is that to anyone?