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/