Twitter Metrics Defined: Reach

 

 

Each week, we break down a different metric, discussing why it’s important, how it’s calculated, and what it means for your business. Find the full collection in our Guide to Twitter Analytics.

Reach is an important metric for any social media marketer. On Twitter, we aren’t just focused on engaging the people already following us. We’re trying to grow and expand our audience. Reach is a key way to tell if we’re doing that successfully.

What Does Reach Mean to You?

Similar to  potential impressions,  the reach metric allows you to quantify not only the users you engaged with, but the followers of those users, who may have seen your @handle or Tweet. This is important. The focus of social marketing is to expand your audience, and promote your message to a wider segment of the population.

What Makes Reach Different From Impressions?

Reach accounts for the people who may have seen your content, where as impressions go a step further and calculate the number of times the people you’ve reached may have seen it.

The reach metric is a good indicator of the content that’s working to grow that audience and…well…”reach” new people. Focus on the content that’s being shared, talked about and promoted, and measure the reach of your actions. This is a true look at the audience you have the potential to engage.

How is Your Potential Reach Calculated

Unfortunately, there’s no catch-all for calculating potential reach. Our team of seasoned analysts collected feedback from customers and developed three different formulas for calculating this metric, along with potential impressions. While these aren’t the only ways to identify potential reach, we found that these are the three types of analysis social media experts are interested in. As we researched other analytics services, we found that most use a calculation similar to one of the options below. Simply Measured’s Twitter Analytics supports all three calculations at the push of a button.

Method 1: In this more “conservative” calculation, one @reply results in one person reached. This will likely give you a lower than actual reading, but makes a fair assumption that @replies won’t generate the full reach of the author’s followers. In addition, @replies are typically 1-to-1 interactions where reach/impressions are not as relevant, rather than broader messages. We’ve focused on this approach as the go-to model, and the majority of the customers we consulted support this method.

Method 2: This is the most aggressive method, accounting for each follower of the author as a potential user reached, even in cases of direct @Replies. This approach takes the word “potential” at its most literal form.

Method 3: This method will let you define any percentage contribution for followers of @replies from 90% to 10%. For example, if you believe that 20% of the average author’s audience is overlapping with the account replied to, you can use this as a basis for  potential reach across all @Replies on all Twitter reports.

Before reporting on your potential reach, it’s important to know the formula being used, so you can develop an understanding of your full virality and brand exposure.

To stay up to date as we continue our Complete Guide to Twitter Analytics series, follow @SimplyMeasured for more insight.

• Posted on July 9, 2013 by Kevin Shively
• Categories: Guide to Twitter Analytics

Measuring Media Consumption: Multiple Business Models for Streaming Video

Advertising Consumption Digital Media Distribution/Delivery

By WES SIMPSON, VIDEO EDGE on September 09, 2013 12:29 pm

Any programmer that offers ad-supported programming is critically dependent on ratings as currency.

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As more consumers watch their favorite shows on devices other than televisions, advertisers face a challenge: how can they accurately measure viewership for programs delivered to second screens? That is, how do advertisers know how many people have watched a given advertisement on devices other than TVs? Technology may be the answer, but there is still some heavy lifting left to do.

 

Dale Rochon, founder of the Advanced Advertising Forum, says, "A key issue for companies who want to advertise on second screens is the lack of a widely accepted 'currency' like the ratings for video content that are validated by a governing body such as the Media Ratings Council. It is important to broadcasters, programmers and advertisers to accept this ratings currency as a trusted and verified common medium of measurement."

 

Consumers have essentially two choices for legally watching high-quality video content: free programming that is supported by advertisers and subscription-based programming that is supported by fee-paying consumers.

 

Pay channel operators such as HBO and Showtime measure mobile and second-screen viewership relatively easily. Viewers need to subscribe to the pay service by way of one of the multichannel content distributors (local CATV or IPTV provider, or direct-satellite broadcaster). These subscribers, and only these subscribers, can then use a (sometimes onerous) authentication procedure to enable viewing on mobile devices.

 

Many channels, such as cable behemoths ESPN and CNN, employ a blend of pay and subscription strategies by charging fees to programmers while also running ads during broadcasts. Any programmer that offers ad-supported programming is critically dependent on ratings as currency. Without these ratings, advertisers cannot use their traditional CPM (cost per thousand) viewing statistics to calculate their costs of advertising. Companies such as Nielsen use both automated and manual techniques to monitor consumer viewing habits.

 

Automatic Ratings Systems

HBO subscribers use an authentication procedure to enable viewing on mobile devices.

For automated ratings, the Nielson company uses an audio watermarking process. The term "watermarking" comes from the printing industry, where subtle marks may be added to stationary, money and other paper goods during manufacturing. The marks are often not easy to see unless you're specifically looking for them. As it applies to video content, watermarks are low-volume signals that are embedded in the audio track of a broadcast. (Viewers are not able to hear the audio watermark.)

 

The Nielsen technique employs an encoder located in the broadcast facility originating the programming; in many cases this is a local affiliate of a broadcast television network. The encoder processes the audio portion of the broadcast channel to insert a series of low-volume audio watermarks into the outgoing signal. Insertion points are carefully chosen within the audio by the encoder to ensure that the watermarks are not inserted during quiet passages in the audio, and that the program audio is loud enough to mask the inserted signals. The resulting watermarked signal can then be delivered through various mechanisms to reach the viewer, including over-the-air broadcast, local cable TV network, and direct-to-home satellite feed.

 

The watermark is designed to be robust enough to survive any distortions that are encountered on the way to the viewer, such as noise, nonlinear gain, decoding and re-encoding to change compression systems or signal bit rates, and other impairments. Audio watermarking also works for programs that consumers have recorded onto DVRs (digital video recorders) to view later, which permits Nielsen to report on the number of viewers who watch a program within 72 hours of its original broadcast in addition to the program's "first run." (This statistic is called the C3 rating, or "commercial ratings +3.")

 

2013 IDG Global Solutions (IGS) research based on 25,601 worldwide technology professionals and consumers shows that across every corner of the globe the volume of people interacting with mobile is escalating. Whether on tablets or smartphones, at work or outside of it, survey participants consume all forms of content from entertainment videos, to product research, to full commercial engagement with advertising.

In selected consumer homes, a Nielsen-supplied device is installed and set up to monitor the audio output from each television in the viewer's home. After a channel change, the monitoring device is able to detect the watermark from the new program and continue to capture viewership data. This system also allows Nielsen to determine if the viewer has muted the audio during advertisements.

 

Now consider a situation in which a viewer in a Nielsen household decides to watch a video program using a laptop or desktop computer. In this case, the audio monitoring function is not very useful, particularly if the viewer is using headphones. To fill this gap, Nielsen will install a device that monitors the viewer's Internet connection. (The device is deployed in about half of the Nielsen households.) This unit is able to monitor back-and-forth data traffic and capture viewing data for video signals being sent through the home's local network.

 

Unfortunately, the above schemes have left uncovered a potentially significant mechanism for viewing content: devices that connected to the mobile telephone network, including smartphones and tablets. These devices get their data directly from a 3G or 4G LTE network, and there is no convenient place to put a measurement box to monitor the programming being played on these devices. It is hard to imagine viewers willingly carrying some sort of dongle around with them that will monitor their viewing habits. Another approach would be to use some type of software monitoring system, either at the source of the video or in the form of an app installed on the user's device, but these might be hard to implement across multiple delivery systems and different brands of user devices with varying methods of DRM or encryption.

 

Practicalities

For today, the best solution for advertisers may be to rely on reports from the content originators. Since video signals must be unicast over the Internet from a server to each individual viewer, the providers of this programming have the technical ability to record the IP address of everyone who watches all or part of a video program, including any inserted commercials. While this may be a case of allowing the fox to watch the chicken coop, this method is relatively straightforward to implement and can cover all viewers, not just a sample.

 

Efforts are underway at organizations such as the Interactive Advertising Bureau and companies like ComScore to develop a ratings currency for second-screen video that will be acceptable to programmers, broadcasters and advertisers alike. Once this happens, advertising-supported second-screen viewing of first-run content will have a much better chance of reaching its full potential.

- See more at: http://www.c2meworld.com/distributiondelivery/measuring-media-consumption-multiple-business-models-for-streaming-video/#sthash.BZuyrDk2.dpuf

Mobile Video Less Than Ideal for Advertising, Says FreeWheel

Thus, ad revenue isn't keeping pace with viewsBy Lucia Moses

• September 11, 2013, 12:00 AM EDT

Photo: Getty Images

People are increasingly using their mobile phones to watch videos, but the ad revenue isn't keeping pace. According to online video technology firm FreeWheel's 2Q online video monetization report, out today, mobile made up 13.2 percent of all video views in Q2 but only 5.6 percent of ad views.

Why the lag? FreeWheel points to consumer viewing habits, measurement challenges and device fragmentation. Brian Dutt, part of FreeWheel's advisory services team, said people viewing on a small screen tend to watch short-form content and for shorter sessions, not an ideal advertising environment.

"When we're talking about mobile, we're talking about a small-screen, short-form content, so the viewer is on the go," he said. Add the challenges measuring audience on mobile and the multiple devices and screen sizes to create ads for and "it's a harder form factor to monetize," he added.

Regardless, online video viewing continues its double-digit growth, with views growing 38 percent in Q2 versus the year-ago period as TV everywhere apps and original digital content enables people to extend their viewing to multiple screens.

Most of the growth was in pure-play digital video, which was up 41 percent. Linear plus digital video (content released in broadcast as well as video format) was up 32 percent.

As for content length, shorter-form viewing is ruling the day; short-form content (less than five minutes) and mid-form content (15-20 minutes) grew at about twice the rate as long-form (20+).

If online video is starting to feel like TV, it's because long-form ad loads rose 12 percent to 11.9 ads per stream in the quarter, as publishers seek to further monetize video content. (Ad loads are significantly less in shorter-form content.)

Ad length also is getting longer. The :30 ad most common in broadcast TV now represents half of ad views, up from 43 percent a year ago. Still, viewers are completing :30 ads nearly as much as they are :15s, which suggests the longer ad format hasn't been a big turnoff so far.
 

Topics: FreeWheel, Mobile, Online video, Smartphones, Tablets, Video

DA REDAÇÃO - 06/09/2013

10 LIVROS GRATUITOS SOBRE EMPREENDEDORISMO PARA DOWNLOAD

E-books são indicados para quem está começando um negócio e precisa de crowdfunding para empreender

BUSCA DE FRANQUIAS

ARQUIVOS ESTÃO EM PDF OU EM VERSÃO PARA KINDLE, DISPONÍVEL PARA E-READERS E PCS (FOTO: SHUTTERSTOCK)

Para empreender, é preciso aprender conceitos teóricos, entender a prática e se inspirar em histórias de sucesso – e os livros são ótimos aliados na trajetória de quem busca o sucesso profissional.

O preço dos livros no Brasil é um tanto salgado. Quando os produtos vêm do exterior, pior ainda. Mas felizmente, alguns autores não escrevem por dinheiro, mas para transmitir uma mensagem, e oferecem seus trabalhos para os leitores sem cobrar um centavo.Pequenas Empresas & Grandes Negócios fez uma seleção de livros, que orientam quem está começando um negócio, precisa de crowdfunding, planeja usar as redes sociais para crescer ou quer apenas se inspirar com histórias de sucesso. Tudo grátis.

Alguns dos livros estão disponíveis em formato PDF e podem ser visualizados e salvos em qualquer computador ou tablet. Outros, são disponibilizados pela Amazon para o Kindle, e-reader da empresa, mas podem ser vistos em um leitor para PCs, que pode ser encontradoaqui. Confira os livros:

"A MENINA DO VALE" MOSTRA A JORNADA DE BEL PESCE, QUE CONTA COMO O EMPREENDORISMO PODE MUDAR VIDAS (FOTO: DIVULGAÇÃO)

- A menina do vale: Nascida em São Paulo, Bel Pesce estudou no Massachussetts Institute of Technology (MIT), nos EUA, e hoje mora na região norte-americana do Vale do Silício. Lá, ela coordena a equipe do Lemon, aplicativo que funciona como uma "carteira eletrônica". No livro, Bel conta o que tem aprendido em sua jornada e como o empreendedorismo pode mudar vidas. O livro pode ser visto e baixadoneste link.

- Manual para jovens sonhadores: Nathalie Trutmann, a autora do livro, nasceu na Guatemala, mas hoje trabalha como diretora na faculdade Fiap e na Zyngamedia. Em seu livro, ela quer incentivar jovens a desenvolver práticas empreendedoras. O livro pode ser acessado aqui.

- O gerente de projeto preguiçoso: No livro, Peter Taylor explora o conceito da "preguiça criativa", ilustrando como podemos crescer, mas sem gastar tempo e energia demais. O livro pode ser baixado no site da Amazon.

- Viagem ao mundo do empreendedorismo: Organizada pelo Instituto de Estudos Avançados (IEA), em parceria com o Instituto Friedrich Naumann, a publicação mostra como começar e manter um negócio como se a trajetória fosse uma viagem. O livro pode ser visto e baixado aqui.

- Ferramentas visuais para estrategistas: O trabalho é de autoria do BMGen, núcleo de negócios inovadores da ESPM. O livro mostra o poder dos recursos visuais para planejar, decidir e cocriar. A visualização e o download podem ser feitos nesta página.

- The crowdfunding bible Os autores Scott Steinberg e Rusel DeMaria reúnem dicas sobre como conseguir financiamentos para bancar projetos. O trabalho, escrito em inglês, é gratuito no site da Amazon e está no site da empresa.

- How to work for yourself: Este livro, de autoria de Bryan Cohen, também em inglês, lista 100 formas de conseguir tempo e energia para começar o próprio negócio e como escolher prioridades para conseguir o sucesso. O trabalho de Cohen também está na Amazon.

"THE MYTH OF THE GARAGE" QUESTIONA O MITO DA GARAGEM E OUTRAS CRENÇAS DO EMPREENDEDORISMO  (FOTO: DIVULGAÇÃO)

- The myth of the garage: Empresas como a Microsoft surgiram dentro de uma garagem. Para os irmãos Chip e Dan Heath, os autores deste livro, a chance de que negócios cresçam da mesma forma, nos tempos de hoje, é improvável. Esse e outros mitos são abordados no trabalho, escrito em inglês e disponível aqui.

- From dust to diamonds: Nesta biografia, o norte-americano David Oreck, dono de uma fabricante de aspiradores que leva o seu sobrenome, mostra que é possível transformar poeira em diamante e prosperar em qualquer lugar. O link para a leitura do livro éeste.

- Social media marketing unleashed: O autor do livro, John Elder, é um dos pioneiros no estudo de redes sociais nos EUA. Neste trabalho, também disponível pela Amazon, John Elder mostra aos leitores como fazer para alavancar seus negócios com a força das redes sociais. O livro pode ser visto neste link.

ARQUIVOS ESTÃO EM PDF OU EM VERSÃO PARA KINDLE, DISPONÍVEL PARA E-READERS E PCS (FOTO: SHUTTERSTOCK)

"A MENINA DO VALE" MOSTRA A JORNADA DE BEL PESCE, QUE CONTA COMO O EMPREENDORISMO PODE MUDAR VIDAS (FOTO: DIVULGAÇÃO)

"THE MYTH OF THE GARAGE" QUESTIONA O MITO DA GARAGEM E OUTRAS CRENÇAS DO EMPREENDEDORISMO  (FOTO: DIVULGAÇÃO)

Sent from my iPad

CHAORDIX'S SHELLEY KUIPERS ON CROWDSOURCING INNOVATION

 

As part of enterprise crowdsourcing month, we're running a series of interviews with crowdfunding and crowdsourcing industry leaders on the topic of crowd-powered services for enterprises. On Tuesday, we featured an interview with Robin Smith, cofounder and COO at WeGoLook, and today we continue with Shelley Kuipers, founder and CEO at Chaordix. The company uses crowdsourcing for ideation and innovation.

To learn more about crowd strategies, check out the Massolution NYC 2013 conference taking place in New York City on September 18 and 19.

Crowdsourcing.org: How has crowdsourcing disrupted the business ecosystem for large enterprises? Why is crowdsourcing a game changer?

 

Shelley Kuipers, founder and CEO at Chaordix: In the past, large enterprises have expended significant capital on an inefficient group of activities in pursuit of market research, brand insights and innovation. Traditional methods in their service are flawed for a variety of reasons, particularly in their results, where they rarely drive at the scalability and predictability their typical capital investments demand. Notably, a recent Accenture survey indicated that 93 percent of CEOs see innovation as critical to their future success but only 18 percent believe their efforts in service to it are paying off.

When applied with effective methodologies and technology platforms, crowdsourcing communities bring together the ability to address all these areas in an integrated process that delivers an activated, engaged community of brand loyalists and/or employees and, most importantly, actionable predictive insights — all at a considerably lower cost than traditional methods.

Who is buying the services? Who are your typical customers?

It’s a large and expanding group that stretches across industries and, increasingly, multinational enterprises, as crowdsourcing finds wider adoption in the global marketplace. Our key buyers include Innovation Officers, CMOs, and Corporate Communications. The clients themselves are quite diverse. In some cases, they are companies with a strong innovation bent, looking for a more effective way to create and refine product offerings. In others, we deal with clients looking for ways to mobilize a geographically dispersed and diverse workforce, to collectively carve out the future of their organizations. In others still, it’s organizations looking for a way to co-create with their own client bases in pursuit of radical innovation. That’s just the start. There are a variety of other applications but those are three of the most common.

How should enterprises prepare for working with the crowd?

Here are a few lessons we’ve learned with and from our work with clients over the years:

• Engage an existing crowd if possible (e.g. employees (internal), brand loyalists (external)).
• Include constraints and expert input in your programming. Crowds can be wise but they’re not all experts.
• Be forthright about addressing any concerns about crowdsourcing, from data security to legal to IP models and beyond.
• Make sure your program has mixed methods research (qualitative and quantitative data) outputs.
• Embrace participation (variety, conversation, reciprocity, collaboration, intrinsic and extrinsic rewards, feedback, creativity) rather than interrogation.

We’re always happy to discuss practical starting points with anyone who is interested.

What competitive advantage does working with you afford enterprises?

There are a number of points worth highlighting because our product and service offering anticipates and addresses the diverse needs that clients require. We offer a fully managed offering of technology, services and expertise. We create compelling participant experiences through a wide variety of crowd-based activities and discussions. We align with and work within client branding guidelines and content. We offer enterprise and social integration. Our platform is responsive, we operate across 15 languages (and counting) and — perhaps most importantly — we are resolutely focused on actionable data and analysis (quantitative and qualitative) for our client-base.

How do you anticipate the crowdsourcing landscape evolving in the coming year? And what changes do you hope to see?

Crowdsourcing is in a very exciting period right now. Next year, we expect the global landscape to fill with a growing density of global companies and enterprises adopting crowdsourcing and engaging with their communities. In concert with that, we expect more and more individual employees and passionate fans of brands to look to engage with the companies that are such huge parts of their lives. Some additional specifics we expect to see:

• Co-mingling of peer brand crowds
• Prosumer talent pools
• Evergreen idea-to-insight applications
• Expansion of mobile research integration, e.g. quantified self & customer journey apps
• Funded incentive & sponsorship programs
• Seed and scale micro-funding competitions for internal R&D budgets
• Pre-buy innovation communities expand

- - - - -

To learn more about Massolution NYC 2013 and purchase tickets, click here.

Additional speakers include senior executives from leading crowdsourcing and crowdfunding service providers Alegion, Amazon Mechanical Turk, Arise Virtual Solutions, Chaordix, CommunityLeader, DST Systems, Ellenoff Grossman and Schole, Invested.In, Mobile Works,oDesk, PASS-Technologies, Seeds, Top Image Systems, Rebirth Financial, WeGoLook, and Zipments.

For press passes, please contact Jennifer Moebius: jennifer [at] crowdsourcing.org

For sponsorship inquiries or to request an invitation to ‘Massolution NYC 2013’, please contact: events [at] crowdsourcing.org