Polylogs: A Complicated Conversation

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 In 2018, G2Blog will deepen its effort to offer not just “useful content” but original perspectives. That means no posting of re-purposed content or another take on the “Best Trinkets for Trade Shows.” Instead we will we provide fresh perspectives that keep you constantly thinking about events.

For example, a compelling new way to think about the chatter that takes place at events is to use the paradigm of the polylog (a conversation with many people) versus a dialog (a conversation between two people). You need only to raise a teenager in high school to appreciate the difference between the two.

While the typical teenage group chat may be the new paradigm for communication, it is challenging to study organic, communal conversations scientifically. This makes it difficult to measure and manage this “talk” for meaningful insights.

Meaning vs. Metrics

Today most events planners have good metrics. There is a difference, however, between open rates, sessions and pageviews that help you measure the “intent” of your audience and determining the meaning behind the activity.

If you have even been aggressively re-targeted for simple click on a subject that barely interests you on Amazon or MSN you realize the limitations of analyzing intent. A strong data-driven enterprise event planning tool will free you from these limitations—and move you from metrics to meaning.

To measure the performance of multiple conversations online it pays to look for three key metrics.

1. Session time on site.

        This is a common metric available in Google Analytics and any marketing automation platform with a full suite of tools. What you are interested in here is that actual amount of time spent on the various pages of your website and how it correlates with bounce and drop off rates.

2. Bounce rates and Drop off rates.

        This next metric tells you everything you need to know about intent. If you have high session time on the home page of your site but a drop-off rate above 50% you are not providing meaningful messaging to your audience. Alternately if your drop off rate is below 50% and remains below 50% on the next level of pages (which you can analyze by the behavior flow function on Google Analytics) then you can begin to assess which content (and conversations) have meaning.

3. Interaction and Engagement with Posts.

        It is essential for websites in 2018 to have blogs, guest post capabilities and rich commentary. You can, in fact, begin to intuit where your audience finds meaning in your content by analyzing pages with heavy session time and substantial commentary on posts.

While this kind of engagement will not happen overnight you can expect to be able to mine your blog for meaningful insights within 6 to 9 months. While there are all kinds of tricks to add fuel to the fire on blog posts (so to speak) we do not recommend them on your core blog for two reasons:

  • The bounce rates are usually very high (above 75%)
  • They are dialogs at best—in other words they usually a “shout out’ about your blog from a “influencer” who brings you traffic of very low quality. They are not communal polylogs that allow you to look for actionable meaning.

Patterns of Performance

There is a final step you should implement to maximize your analysis. A good Data-Driven Enterprise Event Platform will allow you to “append” your analysis of page activity, blog posts and forms interaction with actionable intelligence on purchases, sign-ups and a host of offline metrics.

Using a DEEP platform with standard online metrics gives you a truly holistic view of multiple conversations, look for “patterns of interest” and help you determine where they are putting their money behind their words (sales, downloads, etc). While, again, this takes work and can be a long slog, if you stick with it, you will be rewarded with highly effective marketing insight.

Now, that really means something.

For more information on how to use data to unlock the strategic value of the events you host, feel free to download our in-depth e-book by clicking on the image below:

The Business of Events Whitepaper Link

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