With so much dif­fi­culty in mea­sur­ing the value of social pro­grams and plat­forms, Tum­blr is a bless­ing from the Social Plat­form heavens.

tumblr-measureable-platform

Tum­blr pages are cus­tomiz­able and there­fore allows for a num­ber of mea­sure­ment method­olo­gies that most 3rd party social plat­forms do not.  Ulti­mately, this means we are able to have a holis­tic view of the impact that Tum­blr as a plat­form is hav­ing on our over­all busi­ness objectives.

The first ques­tion I always get as it relates to Tum­blr mea­sure­ment is, “Where should I put the data?”  Allow me to out­line the what I believe to be the best data archi­tec­ture for not just Tum­blr data, but all social data in gen­eral.  To do so, I will use Oxy­gen Net­work as an exam­ple, because of their rep­u­ta­tion of early-adoption of emerg­ing Social Chan­nels (This does not imply that they are lever­ag­ing the mea­sure­ment prac­tices out­lined in this post):

Oxy­gen has a pri­mary .COM site, and a num­ber of dif­fer­ent show sites.  Typ­i­cal data col­lec­tion best prac­tices would have them struc­ture their deploy­ment with a sep­a­rate Report Suite (data col­lec­tion silo) for each show, so they can report on each show inde­pen­dently, and then also have that data roll up into a global Report Suite as shown:

oxygen--properties

Now, you will also find cor­re­spond­ing social pro­files for each show and for Oxy­gen in gen­eral.  The best prac­tice is to report on the Tum­blr data in the same way you would col­lect data for each dig­i­tal prop­erty:

Screen Shot 2013-03-13 at 2.50.51 PM

Now that we have a home for this data, let’s talk through each of the key mea­sure­ment and analy­sis oppor­tu­ni­ties that Tum­blr provides:

  • Brand Page Mea­sure­ment — Real-time data col­lec­tion for branded Tum­blr pro­file.
  • Owned Post Click­throughs — Mea­sur­ing the impact of posts that include links back to con­ver­sion pages
  • Tum­blr Mon­i­tor­ing — Lis­ten­ing to all of the Tum­blr posts that are related to your brand / prod­ucts
  • Influ­en­tial ‘Tum­blrs’ — Iden­ti­fy­ing indi­vid­ual Tum­blr accounts that are dri­ving onsite click­throughs and conversions
  • Tum­blr Seg­men­ta­tion — Cre­at­ing Tum­blr seg­ments and ana­lyz­ing them in com­par­i­son to vis­i­tors that do not engage on Tumblr

Brand Page Measurement:

Adding mea­sure­ment to the cus­tomized branded pages is as easy as edit­ing the page tem­plate itself.  As a logged-in admin of your Tum­blr pages you will notice a ‘Cus­tomize’ link in the top right:

Customize-Template

From here you will see an ‘EDIT HTML’ but­ton which will allow you to cus­tomize the tem­plate as it is cur­rently setup:

Edit-Tumblr-HTML

Within the HTML files, you can add the Adobe Ana­lyt­ics page code as down­loaded from the code man­ager in the Admin Console:

add-s_code-to-tumblr

You should then fol­low your stan­dard page name, site sec­tion, and other cus­tom mea­sure­ment con­ven­tions and apply them to the Tum­blr page tem­plates.  Doing so will enable the fol­low­ing types of report­ing and Analy­sis as it will now show up as an exten­sion of your dig­i­tal properties:

Ana­lyze Tum­blr as another Site Section:

tumblr-site-sections

Bet­ter under­stand how users flow from Tum­blr through to other Site Sec­tions, etc.

Screen Shot 2013-03-13 at 2.54.36 PM

Look at key Tum­blr posts/pages that are account­ing for most engage­ment and interactions:

tumblr-pages-report

Owned Post Clickthroughs:

A best prac­tice for Tum­blr, as well as all con­tent we pub­lish to social plat­forms, is to have cam­paign IDs appended to the end of the links back to owned prop­er­ties.  Tar­get does an excel­lent job in pro­vid­ing desir­able con­tent to their Tum­blr com­mu­nity, but also ensures to append cam­paign codes to the end of the link URLs to make sure that they are able to look at rev­enue dri­ving posts from Tum­blr.  Here is an exam­ple of what I mean:

Target-tumblr-campaign-codes

Adobe Social auto­mat­i­cally appends cam­paign codes for Face­book, Twit­ter, and Google+.  Look for Tum­blr, LinkedIn, and YouTube pub­lish­ing and auto­matic cam­paign codes for these plat­forms are in near term releases of Adobe Social.

The data will then allow a social mar­keter / ana­lyst under­stand how each post is per­form­ing with regards to onsite con­ver­sion, and also com­pare each post to each other to bench­mark which mes­sages / types of con­tent are work­ing well:

Tumblr-campaign-codes

Tum­blr Monitoring:

Adobe Social pro­vides broad lis­ten­ing capa­bil­i­ties across a num­ber of major social plat­forms and tens of thou­sands of blogs and forums across the social web.  We recently announced on  Jan­u­ary 31 sup­port for mon­i­tor­ing Tum­blr as well:

Screen Shot 2013-03-13 at 2.58.51 PM

This helps to ensure that we are aware of all of the con­ver­sa­tions and key trend­ing top­ics on Tum­blr and can alert us to dif­fer­ent oppor­tu­ni­ties and/or threats that may arise on Tum­blr organ­i­cally.  You can then fil­ter all the con­ver­sa­tions by Tum­blr specif­i­cally and look at how the con­ver­sa­tions dif­fer on this plat­form com­pared to oth­ers to bet­ter inform content/community man­agers on what types of con­tent will res­onate well:

Adobe-Social-Tumblr-Monitoring

Influ­en­tial ‘Tumblrs’:

A key dif­fer­en­tia­tor between Adobe Social and other com­pet­i­tive point solu­tions is our abil­ity to tie social activ­ity back to tan­gi­ble busi­ness met­rics.  One way that we do this is by tak­ing the com­monly known ‘social influ­encer analy­sis’ to the next level by show­ing not just fol­low­ers and Klout scores of social authors, but iden­ti­fy­ing how much are these authors dri­ving actual onsite con­ver­sions.  Sim­i­lar to our method­ol­ogy for iden­ti­fy­ing Twit­ter authors we are able to find key ‘tum­blrs’ that are dri­ving onsite suc­cess.  For exam­ple, as Adobe mon­i­tors Tum­blr for the term “Cre­ative Cloud” they would pick up the fol­low­ing post with a link back to Adobe​.com:

Adobe-tumblr-post

The author name is ‘lovend­beloved’  and once his fol­low­ers click through on his link, we are able to start giv­ing credit back to this indi­vid­ual for the traf­fic and ulti­mately rev­enue that he/she is driving:

tumblr-post

In the sam­ple report below you can see Vis­its and Rev­enue, but we can also add men­tions and sen­ti­ment scores for this author as well.  A good cal­cu­lated met­ric to include would be rev­enue per men­tion to see which authors can get the most bang for their indi­vid­ual posts:

tumblr-influencer-analysis

Tum­blr Segmentation:

Up until now, we have spent most of our time col­lect­ing data on dif­fer­ent Tum­blr inter­ac­tions, but the power of this data really shines through when we lever­age the seg­men­ta­tion capa­bil­i­ties of Adobe Ana­lyt­ics (Site­Cat­a­lyst v15, and Dis­cover).  To illus­trate what I mean, I will use the most basic of all seg­ments:  “Vis­i­tors that came from from Tum­blr at any point dur­ing the last 30 days”, what does their con­sump­tion behav­ior look like rel­a­tive to those vis­i­tors that do not engage on our Tum­blr community?

Tumblr-segment-builder

When per­form­ing this seg­men­ta­tion analy­sis for an actual Media & Enter­tain­ment com­pany here is what the data shows:

Tumblr-segmentation-analysis

It is show­ing that Tum­blr vis­i­tors con­sume roughly 40% more con­tent per visit and 60% more per vis­i­tor than the aver­age site vis­i­tor.  They also spend around 1 minute more per visit and are 40% less likely to have a single-page visit than the aver­age site vis­i­tor.  This was encour­ag­ing for this busi­ness to see such a promis­ing social plat­form.  As you can imag­ine, even though they were see­ing rel­a­tively low vol­umes of traf­fic com­ing from Tum­blr, it took on a much more strate­gic tone because they were begin­ning to under­stand the VALUE of this segment.

Now, don’t run off to your CMO with the above analy­sis and ask for a large invest­ment for you to dump into Tum­blr.  My rec­om­men­da­tion is to 1) Col­lect the data from Tum­blr as out­lined above, and 2) Per­form your own seg­men­ta­tion analy­sis and find out how this seg­ment is impact­ing your own busi­ness metrics.

Here are a few exam­ples of other poten­tial seg­ments that can be lever­aged for this as well:

Tumblr-segment-filters

In sum­mary, Tum­blr is a plat­form that allows you to get as close to “Value of Social” as any other plat­form out there.  Whether or not Tum­blr is right for you and whether it should be a strate­gic part of your social mar­ket­ing pro­gram is all up to the data you col­lect and analy­sis you per­form.  So, get out there, and start imple­ment­ing the method­olo­gies out­lined above and feel free to sound off below on any addi­tional ideas that I may have overlooked.

 

 

 

0 comments