measuring the “telling” in the selling of the story presentation version

Measuring the “Telling” in the Selling of the StoryClassifying Instagram Imagery for Internal Benchmarks

Dr Stephen DannSenior Lecturer

Australian National University

What was the story we told?

Does it match what we intended to say?

Instagram: Content Measurement

Why measure the telling?

All the world’s an instagram page…

How we storyboard it versus how it survived contact with customer

This is a means to report back on the story telling

Marketers do know how to tell a story

Meaning can show up entirely on it’s own

The story measuring process:

acquiring the data

Capture

Save-o-gram

Supermetrics (www.supermetrics.com)

Grab that caption!

Preparation

Is it a promise?

Does it look like reality?

Could reality look like it?

Sensible shoes and fully charged accessories are key to mystery shopping data collections

Mystery client study

Tools of the trade

Replication

@Hamleysofficial

Field Capture Field Capture

@Hamleysofficial

Replication

Replication

Replication

Replication

Replication

Replication

A framework

A score card

A magic chart

Reporting back

The aim is to avoid the organization creating too many own gulls

The field test of promise versus reality

#OperationLegoland

The Framework

Performance

In-Camera Prepared Earlier

Promise

Possible Realism Regram

Impossible Aspirational Advertorial

Type 1: Aspirational (Intentionally Unattainable)

Demonstrably staged

A reflection of “what could be”

Behind the scenes

Type 2: Advertorial(Intentional Unreal)

Created outside of the camera

Advertising copy

Reposted from the timeline of another…

The ultimate “Here’s one we prepared earlier”

Type 3: Regrammed(Really Kept Promise)

We should feel that we could live that

experience, or at least capture that shot,

with our own experiences

Type 4: Realism(This is the real still life)

A promise unrealised or over sold

(Mis)Type 5: Broken Promise(unrealised promise)

The Scorecard ApproachRegrammed Realism Broken Promise Aspirational Advertorial

23 128 14 32 21

The Magic Chart

Type N count Percent Normalised

Regrammed 23 11% 0.18

Realism 128 59% 1.00

Broken Promise 14 6% 0.11

Aspirational 32 15% 0.25

Advertorial 21 10% 0.16

218

Regrammed

Realism

BrokenPromise

Aspirational

Advertorial

It makes for a lovely time series with event interval coding

Instagram keeps changing the deal

June 2016 API change

Difficultly in accessing captions

(as yet) no internal timeline download

Sunset Clause

Measure the internal message

Metrics for the content as created

Consider it Phase 1: Counts and Categories

Opportunity to go semiotic analysis

and

You can’t talk about Instagram for this many slides without featuring at least one cat.

The Take Homes

Measuring the “Telling” in the Selling of the StoryClassifying Instagram Imagery for Internal Benchmarks

Dr Stephen DannSenior Lecturer

Australian National University