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Measuring Audience Engagement
- 1. Is your elephant Measuring audience engagement Tim Elleston – Murdoch University shy?
- 2. What an incredible opportunity we're faced with.
- 3. The internet is the most measurable communications channel there is.
- 4. It’s also fast becoming a disconnected channel
- 5. Not in the sense of... unconnected
- 6. No, in fact we've never been so connected
- 7. We wake in the morning, switch on our iPhones
- 8. have a quick check on our emails.
- 9. At the breakfast table we'll read the news
- 10. or update our Facebook status
- 11. On the way to work we'll download a podcast…
- 12. or watch the latest video news
- 13. At work we'll browse our favourite blogs, use Skype or IM.
- 14. Maybe at lunch we'll buy some stuff online
- 15. During the afternoon we might tweet about our day
- 16. On the way home, we'll scroll through our favourite RSS feeds
- 17. And then at home we might answer a few emails,
- 18. watch that YouTube video our crazy friend sent us (we all have one)
- 19. and then maybe we'll watch a movie ordered online.
- 20. All of this happened across multiple screens
- 21. All of this was fully connected
- 22. But all of this was disconnected
- 24. Consumers today are demanding that the internet come to them
- 25. not them to their screens.
- 26. They choose the time, place and device to interact with our content.
- 27. So the web is fundamentally changing
- 28. So the web is fundamentally changing
- 30. This represents an incredible opportunity
- 33. But it also represents an incredible challenge
- 34. One of the key measures for video is engagement
- 36. we need to understand channel success
- 47. And the channels are getting larger and more diverse everyday.
- 48. In fact, there are now so many channels available to us
- 49. channels where our content is consumed
- 51. redistributed
- 52. …faster than we can possibly keep up.
- 53. We need to know which channels work best
- 54. and which content works best for each channel.
- 55. So how we should be optimising our content?
- 57. Or we can get the elephant out of the corner fast
- 58. Luckily, we have a way to know what to do…
- 61. analyse them
- 62. apply insights
- 63. and make interactions more relevant and engaging.
- 65. It's analytics!
- 67. need You know
- 68. But when you get it
- 70. Web analytics is not just about the numbers
- 73. Your goals
- 76. And you need to manage that gap
- 77. You can’t manage what you don’t measure
- 78. If you don’t understand why you’re measuring it
- 80. You’ve spent hours creating something that you’re passionate about
- 81. You’ve toiled over it
- 82. You’ve immersed your life in it
- 83. But you’re not measuring it’s effect?
- 84. Getting the elephant out of the corner doesn't have to be challenge
- 86. Who do you want engaged by this? Why are you doing this? What do you want them to do?
- 87. There’s so much you can measure
- 90. Take video
- 91. It's nice to know the number of times it’s been viewed
- 92. But how does that compare?
- 93. Source: TubeMogul Online Video Report 2010 78% have less than 2,500 views
- 94. Did they view all of it?
- 95. Source: TubeMogul Online Video Report 2010
- 96. Did they replay it? How many times?
- 97. Did they go on to view other videos?
- 98. How many of your videos does the average person watch?
- 99. Where are they viewing it? On their phone? On their iPad? At work or home?
- 100. Which traffic sources work best for you?
- 101. Source: TubeMogul Online Video Report 2010
- 102. Did they feel so engaged and inspired by your creation that they actually shared it with someone else?
- 103. Popularity insights: Number of sites linking to you Unique views Most popular videos Number of comments received Number of Facebook Likes
- 104. Engagement insights: Time spent viewing by source New vs. Repeat views Number of videos viewed Signups to something Number of shares (and their activity)
- 105. Channel insights: Most popular format Most popular platform Views by channel Completion by channel
- 106. If you knew all that, what could you do differently?
- 107. If you knew all that, what would you do differently?
- 108. Web analytics is not technical mumbo jumbo
- 109. It’s there to provide you insights
- 110. so that you can improve your ROI
- 113. Define your strategy
- 114. measure accordingly
- 118. Tim Elleston senior manager – Digital Media
- 120. Any questions?