Social Media Measurement: A romp for keys in the dark

There’s an old joke…

“Because

– you damn fool –

The light’s better

over here.”

(client)

(client)

If you all wouldn’t mind blinking rapidly in

succession a few dozen times so I can hit our target

number of impressions…?

Rob ClarkDirector, Insights and MeasurementEdelman

@theelusivefishhttp://disclz.me/RobClark

Social Media Measurement:A romp for keys in the dark

“Ayup.Growing higher thanLast year.”

(as a measurement expert, he’s truly out standing in his field)

“Our goal is to alignthe synergy of ourbrand promise through a proactivecampaign to surprise and delight all.

Yeah.

That’s the ticket…”

• Generate Awareness– Product launch– Education– Influence the Influencers

• Establish Need / Want• Create a Positive Association• Product or Service Comparison• Form or Change an Opinion• Drive Action• Establish or Regain Trust• Community or Channel Growth

11GOALS

WWW.

“There – we’ve

almost

tabulated the

quantity of

‘love’

generated by

that last

retweet.”

Around 240 B.C., Eratosthenes calculated the circumference of the Earth … he was off by about 1%

He did this with three bits of data. •The distance between two cities.•The length of a shadow at a given time/day in one city•The length of a shadow at the same time/day in the other

“Nuke ‘em from orbit. It’s the only way to be sure.”

(yes I just quoted Ripley,believe it or not.)

1Clearly defined gestures…

“Where’s the

‘DO NOT

LIKE’

button?!?

2Triangulate the truth

Why don’t

you go

outside or

something….

3Don’t treat social gestures as your only source of data.

“Awesomesauce

Now we know it all!”

questions…

Credit where credit is due• Streetlight -http://www.flickr.com/photos/arvindgrover/ • key - http://www.flickr.com/photos/pvera/• Alley - http://www.flickr.com/photos/rdvortex/• BlackBerry - http://www.flickr.com/photos/arrayexception/• Schpida! - http://www.flickr.com/photos/schmecky7/• Tape measure - http://www.flickr.com/photos/wwarby/• Objectives - http://www.flickr.com/photos/btouniversity/• Computer - http://www.flickr.com/photos/cote/• Zombie - http://www.flickr.com/photos/dhollister/• Earth - http://www.flickr.com/photos/flyingsinger/• The Great Outdoors - http://www.flickr.com/photos/photomonkey• Do not want! - http://www.flickr.com/photos/criminalintent/• Graduate - http://www.flickr.com/photos/nics_events/• Question - http://www.flickr.com/photos/soldiersmediacenter/

All photos creative common licensed

11 Communications goals are based primarily from a blog post by Doug Walker: http://www.webwalker.ca/2008/05/19/a-draft-social-media-metrics-model/