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Visualizing Your Brand’s Audience Engagement Profile

We recently introduced the concept of a Brand Value Index (BVI) — a composite index media companies can use to assess the relative value of their social entertainment sites powered by the Cisco Eos platform.  (Read the blog entry here.)

As I noted, a singular number like the BVI can help provide context at a portfolio level,  but it doesn’t provide a lot of prescriptive power on what I should do to improve or optimize a particular site experience.  For that kind of insight, we need more data points and the ability to compare individual factors to comparative benchmarks.

We can achieve both of these by standardizing each of the 11 variables in the BVI on a common scale, and displaying them on a radar plot like the attached.  (For those that are interested, this graph has also been normalized on a scale from 0-6, where the average across all sites is always a “3” and “0” is the absence of a particular factor).

Remember Site A and Site B from the previous post?  The question I posed about was: would you invest your limited resources in Site A, an over performer in the portfolio, or Site B, an under performer?  Without more context, you can’t make a good decision one way or the other.

To help you answer this question, let’s look at each site’s situation and BVI footprint for context: Read More »

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Movie Web Sites: A missed chance to engage audiences?

FACT: A box office blockbuster hit movie results in big web traffic numbers at the site managed by major motion picture studio. But the big audience draw at an official movie web site is temporary.

In 2009, I put together this chart on the web sites of three biggest films of 2008. The movie web sites for the top 3 films of 2008 nabbed about 500,000 unique visitors when the movies launched in theaters. About half that traffic number you’ll find on the sites a few months later when the DVD releases for the same film titles are promoted.

Top 10 Grossing Movies of 2010

I recently looked at some ComScore traffic statistics for the web sites of the top ten grossing movies of 2010 ; I discovered the trend of rapidly rising and falling web traffic at movie web sites has not changed since 2008.

In fact, the top 10 films of 2010 drew even more web traffic than ever – most every top 10 film drew over 1 million unique visitors to the official site at the time of film release. After the release, traffic to the official movie web site falls precipitously, maybe returning to about ½ of the numbers at the time of the DVD release.


Despite being a long term franchise, Shrek.com site only experiences traffic when a new title in the series is in theaters.

Eventually the movie sites are abandoned or just stay online and have few visitors. This happens quite often because there is no new content or little social engagement on the movie sites to motivate fans to come back.

As outlined an IDC whitepaper (offered here by the Cisco Media Solutions Group), the average movie promotional web site costs $1 to $3 million to design, develop and host during the theatrical release (typically 4-6 weeks of heavy traffic). Those costs includes all design and development, staffing and technology infrastructure.

It’s amazing to consider all these resources are applied towards a single movie site while the audiences visit, leave and never come back. It makes you wonder what the return on the investment is.

Chris Thilk agrees – Thilk runs a web site MovieMarketingMadness.com. On his site, he covers how major movie studios market their films, especially digitally. In a post he wrote for AdAge.com called ‘Why Do Most Movie Web Sites Suck’ (subscription required), Thilk faults studios for not committing to the conversation around their movies on the Facebook pages they’ve created for their movie titles. He also wonders why the official movie sites do not have as much information as the Facebook pages:

I keep noticing big gaps between what I know has been created and what is available on official movies sites, which are (in theory) supposed to be a movie’s central hub of information. Often missing are bios on the stars, other versions of the trailer (especially after you’ve seen them on TV), photo galleries and more.

Chris Thilk also hits on a theme we’ve blogged about here many times he believes a movie marketing web site should be the central hub for the conversation around a film title. Facebook, Twitter, YouTube comments can all be aggregated back on the main movie site, while social tools should be added to the movie site so fans can share content from the main site with their social networks like Facebook (read a related Cisco blog post on how social sharing features can drive audience back to a branded entertainment web site).

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Lost in Social Media: Finding Our Way #lostinsm

My yoga studio is packed these days. No wonder, it’s January, – the time for new year’s resolutions.  

I’m not big on new year’s resolutions because I feel like I can make a change at any time but, I want to start off this year with a new blog series: Lost in Social Media or #lostinsm for short.”What inspired the title of this blog series?”, you might ask. Getting lost in Iceland. Not kidding (check out the evidence below).   

You see, I’ve been thinking about this for quite some time now: how do we, corporations, evolve or grow in our social media adoption? Over the next few weeks, Read More »

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How to Build, Cultivate, and Measure Success in the New Web

briansolisWe heard from so many partners at our Barcelona Partner Velocity event in December and on our Cisco Channels Facebook page that this is the year you’re going to start a new marketing plan and become more active in social media.

Is this the year you’re going to make your Twitter debut? Will you drive more customers to your blog in 2011? Want to better engage your fans via Facebook?

Whatever your goals, we’ve got a way to ensure that your 2011 marketing efforts get off to a great start.

Reserve your spot at our first Partner Velocity Virtual Engagement of the year on January 27 and you’ll get a chance to ask author and social media thought leader Brian Solis your social media marketing questions.

Read on to find out how to secure your spot.
Read More »

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Things That Happen In Social Media In 2 Hours

I was traveling last week. I decided to order a shuttle service for the one-hour trip from San Jose to the San Francisco International Airport. Last week, however, the trip took 2 hours. Our super helpful driver tried his best to speed up our travel time by taking a different route and changing freeways – but with not much success.

As I was looking out the window admiring the long parking lot on the freeway (insert sarcasm here), my mind started wondering: “I wonder what’s going on out there while I’m sitting in here”.  Fueled by curiosity, I later jumped on the Internet to do some research and got my calculator out. Here is some fascinating information on what 2 hours means in the world of social media and web 2.0. Read More »

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