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Measuring the “Telling” in the Selling of the StoryClassifying Instagram Imagery for Internal Benchmarks
Dr Stephen DannSenior Lecturer
Australian National University
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What was the story we told?
Does it match what we intended to say?
Instagram: Content Measurement
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Why measure the telling?
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All the world’s an instagram page…
How we storyboard it versus how it survived contact with customer
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This is a means to report back on the story telling
Marketers do know how to tell a story
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Meaning can show up entirely on it’s own
The story measuring process:
acquiring the data
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Preparation
Is it a promise?
Does it look like reality?
Could reality look like it?
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Sensible shoes and fully charged accessories are key to mystery shopping data collections
Mystery client study
Tools of the trade
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Replication
@Hamleysofficial
Field Capture Field Capture
@Hamleysofficial
Replication
Replication
Replication
Replication
Replication
Replication
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A framework
A score card
A magic chart
Reporting back
The aim is to avoid the organization creating too many own gulls
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The field test of promise versus reality
#OperationLegoland
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The Framework
Performance
In-Camera Prepared Earlier
Promise
Possible Realism Regram
Impossible Aspirational Advertorial
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Type 1: Aspirational (Intentionally Unattainable)
Demonstrably staged
A reflection of “what could be”
Behind the scenes
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Type 2: Advertorial(Intentional Unreal)
Created outside of the camera
Advertising copy
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Reposted from the timeline of another…
The ultimate “Here’s one we prepared earlier”
Type 3: Regrammed(Really Kept Promise)
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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)
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A promise unrealised or over sold
(Mis)Type 5: Broken Promise(unrealised promise)
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The Scorecard ApproachRegrammed Realism Broken Promise Aspirational Advertorial
23 128 14 32 21
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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
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Instagram keeps changing the deal
June 2016 API change
Difficultly in accessing captions
(as yet) no internal timeline download
Sunset Clause
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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
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Measuring the “Telling” in the Selling of the StoryClassifying Instagram Imagery for Internal Benchmarks
Dr Stephen DannSenior Lecturer
Australian National University