Does your brand have a handle on the social conversation happening around its Owned, Earned and Partnered content? It should! We’ll show you how it looks and why it’s mission critical to your brand’s online success.
Why Converged Media Metrics are a Game Changer
As part of your brand’s marketing efforts, it’s important to understand what content is resonating with audiences and what isn’t. More specifically, you’ll want to know if audiences love the content coming from three sources:
- Your brand’s social channels and domains (owned)
- Channels and domains belonging to an influencer that you’ve partnered with (partnered)
- The conversation taking place beyond your owned and partnered efforts (your earned data)
And the relationship between all three:
Understanding which ideas/concepts/trending terms originate with your marketing team and which may have developed independently of your efforts if huge too. It’s super important intel to have access to their organic conversations as these can power future efforts. They have the effect of a superfood on the body.
Converged media metrics reveal all of this, including those tasty superfood tidbits.
And the Converged Media Report measures the impact of owned content and partnered efforts on the overall earned conversation. You can use this report to determine if your message is breaking through and being shared more generally and identify attributes that are resonating.
You can:
- Identify content driving conversations around the brand
- Find out where conversations are happening and focus efforts on those channels
- Gauge the impact of campaigns and the effectiveness of sponsors, influencers
Data Classification
Here’s how the data is classified and the what each captures, specifically:
For owned content, NetBase captures owner-authored original tweets and posts on Twitter, Facebook, Instagram, YouTube, Tumblr, and domains, blogs, review sites and forums. We also capture Instagram and Facebook comments on owner-authored posts, and any replies. And the same goes for Twitter – replies and retweet replies.
With content generated through a collaboration between two or more organizations, stats can get cagey to track. But in NetBase, you can identify and segment content generated by brand partnerships, celebrity sponsorships, customer collaborations, and creator/influencer collaborations and capture the same data as above (in “Owned” description), but Partner-based.
Earned, of course, is all content that is not classified as either Owned or Partnered and the access is limited to public posts and comment data, referred to as “community-authored” data.
It’s an absolute ton of data to sift through, all told. Fortunately, your social analytics tool does this for you, so you don’t have to! Let’s see how it looks.
Monitoring Converged Media
Brands can add a maximum of 500 channels across all channel types to capture Owned, Partnered and Earned insight. You, and your business partners, authorize NetBase to retrieve these insights from each social channel, domain and sites indicated on your (and their) behalf.
Monitoring converged media is a snap (well, in NetBase it is, we should say!). You can view overarching insight as you progress. All with clickable data, so it’s easy to see where the figures are coming from and if the data is making sense:
And the StoryScope option fleshes the conversations out even more:
Brands can examine content in context, as it happens. Drilling down to filter insight by popular terms, hashtags, emojis, brand mentions, people and things being discussed – and what, exactly, is being said:
But that’s not all – there’s also the day and hour widget to see when consumers are interacting online, to know when the best time is to engage them:
And you can monitor your brand partners/influencers by creating a specific dashboard to track their progress:
Then parse influencer industry discussion – to see content your influencers share about your industry. You can see a snapshot of Summary Metrics, Top Attributes and Terms, as well as the Popular Posts. It’s super handy to have as an ongoing reference tool.
Influencer brand discussion data offers similar insight, focused a bit more finely though – on your brand.
But let’s get back to the converged insight, as that’s what you came here for after all!
Converged Media Measurement
Brands can layer the Converged Media filter with the Post Types filter to narrow down an analysis, beyond what was mentioned above. You can select multiple filters or just one from each – so it offers more than a few neat analysis options:
And we also have a whole pre-made dashboard devoted to Converged Media Analysis:
All it requires is plugging in your data sources (which you’ve already entered as a topic anyway to see the awesome converged media intel above):
There are side-by-side views that allow you to clearly see if your brand/campaign is having the desired impact – and when and where:
Measuring lift in conversation – and love – is not only possible here, it’s exceptionally accurate as well. Ask around!
Show What You Know – And Learn What You Don’t
You’re doing lots of work to create wonderfully engaging content for your campaigns – proving how effective it is matters. These metrics offer key performance indicators that are traditionally missing from quarterly reports, because they’re just too impossible to accurately measure. Time to change that. The proof is in the converged metrics pudding, after all. And it tastes good.
Reach out and we’ll help you serve it up in ways that will have any siloed business units, or tough brands you’re preparing to pitch (if you’re an agency), lining up for your help.
