Strategy and metrics for Online campaigns
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The document discusses strategies and metrics for online campaigns, focusing on three key metrics: players, position, and power (3Ps). It defines players as target audiences, position as sentiment toward an issue, and power as ability to influence others. It recommends designing campaigns with these 3Ps in mind, knowing which segments are most supportive or opposed, and which have more or less power. It also provides suggestions for measuring the 3Ps both qualitatively through content analysis and quantitatively by analyzing influence. The overall strategy is to engage powerful supporters while monitoring but not prioritizing low power players.
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Strategy and metrics for Online campaigns
- 1. STRATEGY AND METRICS FOR ONLINE CAMPAIGNS 3Ps: players, power and position Brian Cugelman, PhD Managing Director, AlterSpark Content in this presentation may be used provided credit is attributed to: AlterSpark, www.alterspark.com 28 September 2010 Third Tuesday Measurement Matters Toronto, Canada
- 3. THE 3PS: PLAYERS, POSITION, POWER
- 5. DESIGNING A CAMPAIGN WITH THE END IN MIND More Supportive Position Less SupportivePosition Less Power to Influence More Power to Influence A B C D E G F
- 6. CLIMATE GATE: WHO SUPPORTS AND OPPOSES THE CLIMATE SKEPTICS Supports CC Skeptics Opposes CC Skeptics More Powerful Less Powerful
- 7. HOW TO MEASURE THE 3PS
- 9. QUANTIFYING POWER: CONCEPT OF INFLUENCE Media Channel Based on Kats and Lazerfeld (1955) with a few modern adaptations Opponent Opinion Leader Supporter Opinion Leader - + 1 2 3 4 5
- 10. QUANTIFYING POWER: MEASURING INFLUENCE
- 13. APPLYING THE 3PS TO SOCIAL MEDIA CAMPAIGNS
Editor's Notes
- Exxon, BP, Shell Greenpeace, WWF, Oxfam
- Degree Centrality This is a straight measure of the number of links to a node; it is based on the principle that the node with the most links must be the most important. As a limitation, this measure does not factor in the importance of network positioning, nor being connected to other well connected nodes. Consequently, degree centrality is considered a good, but limited measure and normally supplemented by other metrics. Closeness In some cases an actor may have many connections, but may be connected to a disconnected sub-network. This is sort of like being the tallest midget. To overcome this limitation, closeness measures how close one node is to all others. In other words, closeness measures how many hops a node must travel to reach all other nodes, and the node with the highest closeness is the best connected. Betweenness In some cases, a person does not need to be well connected to everyone in a network to be influential, nor do they need to be connected to well connected persons; rather, they just need to be positioned between persons who don't know each other. Betweenness measures a node's brokerage position, between disconnected nodes. In other words, it measures how well a given node is able to connect disconnected nodes, and benefit from their ignorance. This is the match makers measure. Coreness The inner circle, in-group, the elite--these are all terms that describe groups of individuals who are core to a given network or organization. They're the ones with access to information and who exert the most influence within networks. Capturing this notion, coreness is a measure that represents a core/periphery analysis which aims to break networks into the ‘in group' and ‘out group'.