BlueGlassX - Transforming Your Visitors Into a Dedicated Community By Simon Heseltine

Dec 4, 2012

Presented By:Simon HeseltineDirector Twitter: @simonheseltineAIM: SimonHeseltine

Blue Glass XTampa BayTransforming your visitors into a dedicated and passionate community

@simonheseltineTampa Bay Dec 4th

Slide Header Here

Agenda

1. External Communities2. Internal Communities3. Make fun of fellow panelists

Agenda

1. External Communities2. Internal Communities3. The Perfect Comment

Agenda

1. External Communities

Agenda

1. External Communities2. Internal Communities

Building and growing external communities

http://mashable.com/2012/08/16/twitter-day-in-the-life-infographic/

The most linked to sites on twitter

http://www.buzzfeed.com/mattbuchanan/the-biggest-sites-in-social-publishing

The publishers with the greatest number of stories with over 100 Facebook interactions in the month of September 2012, as measured on October 1, 2012

Facebook interactions

http://www.buzzfeed.com/mattbuchanan/the-biggest-sites-in-social-publishing

The publishers with the greatest number of Facebook interactions through October 1, 2012

Facebook interactions

Case Study

Nielsen Connected Devices Study Q2 2012

284 likes, 63 comments, 11 shares

The State of the Union

32,694 likes, 2,525 comments, 4,268 shares

# Tweets

# ReTweets

# Likes

# Shares

# Comments

# Click Actions

# Page Views

Engagement Measures

Questions to ask:

• What to retweet

• When to retweet it

• What account(s) to retweet from

Fanning the Flames of Engagement

Questions to ask:

• What to retweet

Questions to ask:

• What to retweet

Building and growing internal communities

Social & The Huffington Post

70% of our comments are replies to other people

Over 1,000 of the community members who signed up in first the 6 months of HuffPost’s existence still comment more than once a week today.

Comment stats

Social & The Huffington Post

August 2011Huffington Post passed the 100mm comment milestone

Jan 2012Passed the 130mm comment milestone

April 2012 Passed the 150mm comment milestone

Oct 2012 Passed the 200mm comment milestone

August 2011Huffington Post passed the 100mm comment milestone

Research Time: The perfect comment

A typical comment

We chose conjoint to evaluate comments based on the sum of their components

We are the first to apply conjoint to sequence the DNA of comments

NameGeography

Number of fans

Fact-based comment

Clarity of thought

Links to external sourcesAdherence to party line

Number of favorites/likes

Original article criticism

HumorGrammar

Super user

Relevance

Badges

Comment DNA

Fact-based comment

Comment DNA

• Solid facts• Abstract notions• Facts & notions

Comment DNA

Clarity of thought• Not focused/clear• Somewhat focused/clear• Very focused/clear

Comment DNA

Original article criticism• Praise• Neutral• Critical

Comment DNA

• Full name• Username/nickname• Anonymous

Comment DNA

• Author picture• Non-human/avatar/cartoon• No picture (default icon)• Feature not available

Comment DNA

• Democratic• Counter-Democratic• Republican• Counter-Republican• Libertarian• Non-Partisan/Independent

Adherence to party line

Comment DNA

• Less than elementary school• Elementary/middle school• High school• Collegiate +

Grammar

Comment DNA

INDIVIDUAL SUBSTANCERELATIONSHIP TO CONTENT

PERSONAL IDENTITY

COMMUNITY INVOLVEMENT NameGeography

Number of fans

Fact-based comment

Clarity of thought

Links to external sourcesAdherence to party line

Number of favorites/likes

HumorGrammarSuper user

Relevance

Badges

• Online survey

• 1351 readers of target sites

• 18+, US only

• Age, gender and geographically balanced

• Self selected article of interest– NY Health Exchange

– Romneycare

– Unhinged congressman

– Debt collectors

Rate 16 comments on 9 dimensions each, 5 point scale

EMOTIONAL RESPONSE• Thought provoking• Makes me angry• Added to/changed

my perspective

GENERAL QUALITY• High quality• Enhances the article• Trustworthy• Informative

ACTION ORIENTED• Makes me want to join

the conversation• Makes me want to read

more comments

my perspective

more comments

my perspective

more comments

Number of Fans

BadgesNumber of favorites/

likes/votesSuper user

Geography

Grammar level

Adherence to party line

Relevance

Clarity of thought

Fact-based comment

Links to articles

Community involvement = 19%

Personal identity = 19%

Style = 7%

Relationship to content = 42%

Individual substance = 14%

The Results?

Style = not very important (7%)

Grammar level Less than Elementary School -1.57Elementary / Middle School 0.32High School 0.53Collegiate or more 0.72

Humor Yes -0.13No 0.13

Individual Substance = mildly important (14%)

Fact-based comment Solid facts 0.13Abstract notions -0.12Facts & notions -0.01

Links to external sources/articles

Included -0.05Not included 0.05

Clarity of thought Not focused/clear -0.46Somewhat focused/clear -0.04Very focused/clear 0.50

Community involvement = somewhat important (19%)

Badges 0 Badges -0.251 Badge -0.02More than 1 Badge 0.26Feature not available/not using -0.25

Number of favorites/likes/votes 0 -0.211-5 -0.016+ 0.22Feature not available 0.00

Number of fans 0 -0.281 - 99 -0.08100 - 999 0.061000+ 0.29Feature not available 0.00

Super user Super user / Top commenter -0.11Not Super user / Feature 0.11Feature not available -0.17

Personal Identity = somewhat important (19%)

Name Full Name 0.20Username / Nickname 0.00Anonymous -0.20

Geography Specific location 0.23General location 0.12Job/School 0.14Nothing / Feature not available -0.50

Icon Presence Author picture 0.38Non-human/avatar/cartoon 0.34no picture (default icon) -0.12Feature not available -0.33

Relationship to Content = very important (42%)

Adherence to party line Democratic -0.51Counter-Democratic -0.05Republican -0.45Counter-Republican -0.02Libertarian -0.50Non-Partisan/Independent 1.54

Original article criticism Praise -0.99Neutral 0.47Critical 0.53

Relevance Relevant 0.23Little relevancy 0.00Not relevant at all -0.22

Comment 1 Comment 2Identity Username/nickname Full nameGeography Specific location Specific locationIcon presence No picture (default icon) Author pictureBadges More than 1 badge 0 badgesNumber of fans 1-99 0Number of favorites/likes/votes 6+ 0Super user Feature not available Not super user/featureGrammar level 9-12th grade level 9-12th grade levelHumor No NoClarity of thought Somewhat focused/clear Very focused/clearOriginal article criticism Praise NeutralFact-based comment Abstract notions Abstract notionsLinks to articles Not included Not includedAdherence to party line Counter-Democratic Counter-DemocraticIrrelevant off-track Not relevant at all Relevant

Makes me want to read more comments 1.18 3.01

Applying the maths to comments

Key Findings on Comments

• Readers turn to comments for additional info / perspectives

• Readers like to associate an image with a commenter

• Facts are less important than reaction

Measuring communities• 8 sites x 40 articles x 10 comments = 3200 total comments coded• 8 sites x 40 articles x 10 comments = 3200 total comments coded

• “Makes me want to read more comments”– Huffington Post = 4% over average

– Best: USA Today = 23% over average

– Worst: Fox News = 21% below average

Applications for Community Managers

• Diagnose community health. Strengths and weaknesses

• Benchmark versus competitors

• What users and actions should be encouraged

Dec 4, 2012

Was presented By:Simon HeseltineDirector Twitter: @simonheseltineAIM: SimonHeseltine

Blue Glass XTampa BayTransforming your visitors into a dedicated and passionate community

BlueGlassX - Transforming Your Visitors Into a Dedicated Community By Simon Heseltine

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