Blog Metrics

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The following metrics will help advertisers understand the breadth and depth of discussion happening in the blogosphere about specific topics and in which consumers are engaged. These conversation metrics will guide media planners in their campaign planning and execution.
 
The following metrics will help advertisers understand the breadth and depth of discussion happening in the blogosphere about specific topics and in which consumers are engaged. These conversation metrics will guide media planners in their campaign planning and execution.
  
Number of Conversation Relevant Sites
+
 
 +
 
 +
•Number of Conversation Relevant Sites
 
   The count of sites in the conversation whose content contains conversation phrases from the client’s Request
 
   The count of sites in the conversation whose content contains conversation phrases from the client’s Request
 
   for Proposal (RFP) or Insertion Order (IO).
 
   for Proposal (RFP) or Insertion Order (IO).
 
   
 
   
Number of Conversation Relevant Links
+
•Number of Conversation Relevant Links
 
   The count of links to (in-links) and from (out-links) content that contains conversation phrases from the  
 
   The count of links to (in-links) and from (out-links) content that contains conversation phrases from the  
 
   client’s RFP or IO across all sites identified for and/or supporting the campaign plan.
 
   client’s RFP or IO across all sites identified for and/or supporting the campaign plan.
 
   
 
   
Conversation Reach
+
•Conversation Reach
 
   The number of unique visitors (monthly) across sites in the conversation.
 
   The number of unique visitors (monthly) across sites in the conversation.
 
   
 
   
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The following metric can help an advertiser understand relevancy of the site and its content to the conversation phrases to which the media plan is targeted. By looking at the relevancy of the site’s content compared to other sites, a media planner can better understand the impact of an advertisement on that site.
 
The following metric can help an advertiser understand relevancy of the site and its content to the conversation phrases to which the media plan is targeted. By looking at the relevancy of the site’s content compared to other sites, a media planner can better understand the impact of an advertisement on that site.
  
Conversation Density of Conversation Relevant Posts
+
•Conversation Density of Conversation Relevant Posts
 
     The percentage for which conversation phrases from the client’s RFP or IO match Post content on the sites
 
     The percentage for which conversation phrases from the client’s RFP or IO match Post content on the sites
 
     identified in the campaign media plan.  Unlike SEO keyword density, this percentage is expressed across all
 
     identified in the campaign media plan.  Unlike SEO keyword density, this percentage is expressed across all
    posts on the site and not for a single page.
+
    posts on the site and not for a single page.
  
  
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The following metrics help an advertiser understand the credibility of the authors participating in the conversation.  By looking at the length of time an author has been posting on a topic, the relevancy of the author’s posts among his/her peers and the frequency of the author’s posts, a media planner can better understand the impact of an advertisement on that author’s site.
 
The following metrics help an advertiser understand the credibility of the authors participating in the conversation.  By looking at the length of time an author has been posting on a topic, the relevancy of the author’s posts among his/her peers and the frequency of the author’s posts, a media planner can better understand the impact of an advertisement on that author’s site.
  
Number of Conversation Relevant Posts on the Site
+
•Number of Conversation Relevant Posts on the Site
 
     The number of posts on the site with content containing conversation phrases from the client’s RFP or IO.
 
     The number of posts on the site with content containing conversation phrases from the client’s RFP or IO.
 
   
 
   
Number of Links to Conversation Relevant Posts on the Site
+
•Number of Links to Conversation Relevant Posts on the Site
 
     The count of links to (in-links) and from (out-links) content containing conversation phrases
 
     The count of links to (in-links) and from (out-links) content containing conversation phrases
 
     from the client’s RFP or IO for the site identified for and/or included in the campaign media plan.
 
     from the client’s RFP or IO for the site identified for and/or included in the campaign media plan.
 
   
 
   
Earliest Post Date for Conversation Relevant Posts
+
•Earliest Post Date for Conversation Relevant Posts
 
     The earliest post date for content containing conversation phrases from the client’s RFP or IO
 
     The earliest post date for content containing conversation phrases from the client’s RFP or IO
 
     for the site identified for and/or included in the campaign media plan.
 
     for the site identified for and/or included in the campaign media plan.
 
   
 
   
Latest Post Date for Conversation Relevant Posts
+
•Latest Post Date for Conversation Relevant Posts
 
     The most recent post date for content containing conversation phrases from the client’s RFP or IO  
 
     The most recent post date for content containing conversation phrases from the client’s RFP or IO  
 
     for the site identified for and/or included in the campaign media plan.
 
     for the site identified for and/or included in the campaign media plan.
 
   
 
   
Duration Between Earliest and Last Post Date for Conversation Relevant Posts
+
•Duration Between Earliest and Last Post Date for Conversation Relevant Posts
 
     The time between a site’s first posting and latest post for content containing conversation phrases  
 
     The time between a site’s first posting and latest post for content containing conversation phrases  
 
     from the client’s RFP or IO for the site identified for and/or included in the campaign media plan.
 
     from the client’s RFP or IO for the site identified for and/or included in the campaign media plan.
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The following metrics help an advertiser understand the freshness and relevance of the content on which their advertisement will appear.  These metrics are important because media planners can better understand the impact of an advertisement across sites and their content within a campaign.
 
The following metrics help an advertiser understand the freshness and relevance of the content on which their advertisement will appear.  These metrics are important because media planners can better understand the impact of an advertisement across sites and their content within a campaign.
  
Earliest Post Date for Conversation Relevant Posts
+
•Earliest Post Date for Conversation Relevant Posts
 
     The earliest post date for content containing conversation phrases from the client’s RFP or  
 
     The earliest post date for content containing conversation phrases from the client’s RFP or  
 
     IO for the site identified for and/or included in the campaign media plan.
 
     IO for the site identified for and/or included in the campaign media plan.
  
Latest Post Date for Conversation Relevant Posts
+
•Latest Post Date for Conversation Relevant Posts
 
     The most recent post date for content containing conversation phrases from the client’s RFP  
 
     The most recent post date for content containing conversation phrases from the client’s RFP  
 
     or IO for the site identified for and/or included in the campaign media plan.
 
     or IO for the site identified for and/or included in the campaign media plan.
 
   
 
   
Mean-time Between Posts
+
•Mean-time Between Posts
 
     The average (mean) time between posts for content containing conversation phrases from the client’s  
 
     The average (mean) time between posts for content containing conversation phrases from the client’s  
 
     RFP or IO for the site identified for and/or included in the campaign media plan.
 
     RFP or IO for the site identified for and/or included in the campaign media plan.

Revision as of 10:07, 12 May 2009

There are two concepts that surface when targeting media plans to blogs: conversations and conversation phrases. A conversation is a collection of authors/sites and their audience linked by relevant content. A conversation phrase is a combination of keywords and keyword phrases used to associate an author/site, its content and audiences to a conversation.


Contents

Conversation Size

The following metrics will help advertisers understand the breadth and depth of discussion happening in the blogosphere about specific topics and in which consumers are engaged. These conversation metrics will guide media planners in their campaign planning and execution.


•Number of Conversation Relevant Sites

  The count of sites in the conversation whose content contains conversation phrases from the client’s Request
  for Proposal (RFP) or Insertion Order (IO).

•Number of Conversation Relevant Links

  The count of links to (in-links) and from (out-links) content that contains conversation phrases from the 
  client’s RFP or IO across all sites identified for and/or supporting the campaign plan.

•Conversation Reach

  The number of unique visitors (monthly) across sites in the conversation.

Site Relevance

The following metric can help an advertiser understand relevancy of the site and its content to the conversation phrases to which the media plan is targeted. By looking at the relevancy of the site’s content compared to other sites, a media planner can better understand the impact of an advertisement on that site.

•Conversation Density of Conversation Relevant Posts

   The percentage for which conversation phrases from the client’s RFP or IO match Post content on the sites
   identified in the campaign media plan.  Unlike SEO keyword density, this percentage is expressed across all
   posts on the site and not for a single page.


Author Credibility

The following metrics help an advertiser understand the credibility of the authors participating in the conversation. By looking at the length of time an author has been posting on a topic, the relevancy of the author’s posts among his/her peers and the frequency of the author’s posts, a media planner can better understand the impact of an advertisement on that author’s site.

•Number of Conversation Relevant Posts on the Site

   The number of posts on the site with content containing conversation phrases from the client’s RFP or IO.

•Number of Links to Conversation Relevant Posts on the Site

    The count of links to (in-links) and from (out-links) content containing conversation phrases
    from the client’s RFP or IO for the site identified for and/or included in the campaign media plan.

•Earliest Post Date for Conversation Relevant Posts

    The earliest post date for content containing conversation phrases from the client’s RFP or IO
    for the site identified for and/or included in the campaign media plan.

•Latest Post Date for Conversation Relevant Posts

    The most recent post date for content containing conversation phrases from the client’s RFP or IO 
    for the site identified for and/or included in the campaign media plan.

•Duration Between Earliest and Last Post Date for Conversation Relevant Posts

    The time between a site’s first posting and latest post for content containing conversation phrases 
    from the client’s RFP or IO for the site identified for and/or included in the campaign media plan.

Content Freshness and Relevance

The following metrics help an advertiser understand the freshness and relevance of the content on which their advertisement will appear. These metrics are important because media planners can better understand the impact of an advertisement across sites and their content within a campaign.

•Earliest Post Date for Conversation Relevant Posts

   The earliest post date for content containing conversation phrases from the client’s RFP or 
   IO for the site identified for and/or included in the campaign media plan.

•Latest Post Date for Conversation Relevant Posts

   The most recent post date for content containing conversation phrases from the client’s RFP 
   or IO for the site identified for and/or included in the campaign media plan.

•Mean-time Between Posts

   The average (mean) time between posts for content containing conversation phrases from the client’s 
   RFP or IO for the site identified for and/or included in the campaign media plan.
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