Modern Metrix

Peerset: Next Generation Psychographic Hyper-Targeting Tool

Techcrunch profiles Peerset, web startup that offers tool for automated data-driven psychographic profiling and ad placement recommendations based on content analysis.

YouTube Video Ratings are highly skewed

YouTube blog: "Five Stars Dominate Ratings"

And now Time Inc. wants to launch its own e-reader...

These guys just don't get it. Instead of continuing sitting in your own silos and rolling out your own platforms, just make your content available across as many platforms as possible.

Wake up, people!!! The new formula is Media = Content + Platform + Brand, where Content and Platform are not necessarily functions of Brand, Platform is not limited to just one or two, and Content is personalized and controlled by your audience.

Comparing Online and Offline Word of Mouth

A study by Keller Fay Group finds that online and offline conversations differ substantially, when it comes to the content:

"The group compared the 50 most talked-about brands on social media last year as measured by social media consultancy Vitrue's Social Media Index, with "all" WOM -- both offline and online -- as measured by Keller Fay's own TalkTrack system...

Some of the results

* Only two brands -- Sony and Dell -- were within the top 10 on both lists.

*The all-WOM/TalkTrack top 10 were (in descending order): Coca-Cola, AT&T, Verizon, Walmart, Pepsi, Ford, Sony, Dell, McDonald's and Sprint/Nextel. The Vitrue social media top 10 were: iPhone, CNN, Apple, Disney, Xbox, Starbucks, i Pod, MTV, Sony and Dell"

Findings of the study confirm that WOM in social media is not representative of all WOM: only 1% of WOM takes place online in social media such as blogs, forums and chat rooms, with the most brand-related conversations (90%) happening offline.

(via MediaPost)

Big Five Personality Factors and Use of Facebook

Interesting research on how Big Five personality traits are related to the use and various activities on Facebook (after controlling for computer competence.) Among the findings:

• Respondents with higher scores on Extraversion dimension (tendency to be sociable) are likely to be members of more groups on Facebook on average, compared to all other respondents
• Respondents with higher scores on Neuroticism dimension (tendency for psychological distress and sensitivity to threats) were more likely to use Facebook walls, whereas respondens with lower scores were more likely to post photos
• Respondents with higher scores on Openness to Experience (intellectual curiousity and openness to experimentation) were using Facebook more frequently on average than all other respondents

Ball State University to Release the Results of Video Consumer Mapping Study

The Center for Media Design (CMD) at the Ball State University is releasing the results of their "Video Consumer Mapping Study". In this study, all media and other activities of nearly 350 people were observed and recorded in their houses during two days from the time they awoke until they went to bed. CMD promises to post more extensive and detailed report in the second week of April.

Making sense of Twitter numbers

For those who is trying to make sense of Twitter numbers. I especially like analysis provided by Web Analytics Demystified . I myself have been running analysis of my own tweeps (Twitter followers) last couple of days, and will share some results with you soon!

Social Tags as Qualitative Indicators of Company's Reputation

In AdAge article "Amazon vs. EBay: Who's the Online Sales King?", in addition to profit numbers and stock quoates, sentiment of social tags (namely, BrandTags.net) is used as one of the metrics for both companies' succes and reputation. According to the report by Motivequest, cited in the articel, the top brand tags for E-bay were "bid, buy, cheap, crap, fun, junk, money scam, shopping". For Amazon, the top ten tags were "awesome, book, buy, cheap, convenient, everything,shopping, smile."

About Engagement

Just stumbled upon the following tweet:

"JonBuch: The New Media Douchebag phrase of the day is: Engagement Metrics"

If you hold the same opinion about the concept of engagement , I would like to refer you to Aesop's faeble about the "Fox and Grapes":

One hot summer's day a Fox was strolling through an orchard till he came to a bunch of Grapes just ripening on a vine which had been trained over a lofty branch. "Just the thing to quench my thirst," quoth he. Drawing back a few paces, he took a run and a jump, and just missed the bunch. Turning round again with a One, Two, Three, he jumped up, but with no greater success. Again and again he tried after the tempting morsel, but at last had to give it up, and walked away with his nose in the air, saying: "I am sure they are sour."

It is easy to despise what you cannot get.

Or rather "It is easy to despise what you DO NOT get."

Conversation Index: A Brand's "Sociability" Measure

Want to know how "social" is your brand? Ask analysts from Vitrue:

"Each day, the team analyzes online conversations on a variety of social networking, blogging, microblogging, photo and video sharing sites. Virtue then applies a series of algorithms to measure the frequency of keyword usage, the size of the social media environment, and the magnitude of the conversation. The result is a single numeric score for each brand: the Social Media Index (SMI)."

(Via @briansolis)