Earlier today I fulfilled my guest-blogging role over at the Lip-sticking Blog and wrote a post about the great presentation that we had from David Berkowitz yesterday who visited us in Rochester, NY, for his first time. What I didn't share with the Lip-sticking audience was that I escorted David from the hotel to the breakfast event and then from there to the airport so he could head back to NYC. But before he left he wanted to experience a garbage plate from Nick Tahou's. I guess Rochester is still well-known for this cuisine. David told me today that after sharing his experience with his Facebook friends I definitely helped him "up his social currency". Here's a photo on David's garbage plate from Twitter and here's my post:
Yesterday I helped plan and execute a breakfast event for RAMA, our local Rochester chapter of the AMA (American Marketing Association). Our speaker was David Berkowitz who
came to share his insights on ways to measure social media. This is a
question that most marketers and business owners are asking since we
are now seeing a phenomenal growth from those of all ages engaging
online in some form of social media. Not a black and white, easy thing
to deliver at this time, but as Jeffrey Hayzlett, CMO of Kodak, said
last week when he spoke about ROI he defines it as "Results on
David is the Director of Emerging Media and Client Strategy at 360i,
a digital marketing agency located in New York City. In his role David
spearheads emerging media strategy, including social media and mobile
marketing, for 360i's clients. He’s a frequent speaker that’s been on
the conference circuit this year, a columnist for MediaPost’s Social Media Insider , appears frequently in Advertising Age and he blogs consistently on MarketersStudio as well as the 360i's Digital Connections, where he just posted this yesterday "100 ways to measure social media".
David shared with us the dashboard that his agency, 360i, uses to
help “keep score” and measure the key conversation indicators across
multiple social media platforms. This type of presentation can be a
little daunting for a crowd at 8 a.m., but I could tell from the
audience that some where highly engaged in the discussion while others
where a bit lost and probably thought they were going to learn how to
use Twitter and Facebook.
There are six questions that David reviewed with us that he recommends answering first in order to do proper measurement:
more about your audience. Who saw any of the campaign and engaged with
it? What are their demographics and psychographic make-up? How many
interacted as compared with how many where exposed?
Create your own custom weighted scorecard based on your objectives to measure the engagement. Here’s an example:
View video 3x
Click through 4x
Rate video 4x
Share video 10x
Embed video 20x
Create video 100x
your campaign ran on several platforms, did one engage the audience
more than the others? This can tell you where your audience is
congregating. Also, was the chatter brand-influenced (Facebook fan page
or word of mouth campaign) or organic chatter? The brand-influenced
conversations generally show a more positive sentiment lift.
there other brand activities going on offline or any significant news
or current events, such as the Super Bowl, that may heavily influence
the outcome of your campaign? Sometimes a campaign can go viral after
the program was supposed to end, so this is something to consider.
to understand what motivated the audience to engage with your brand.
Measuring the volume, sentiment and sphere of influence can help
determine the campaign’s success.
where you are before, during and after the campaign enable for you to
see how it relates to your overall marketing initiatives. Adapting
traditional research such as surveys and focus groups are great ways to
do this. Incorporate answers to questions such as “from a blog, a
friend online or a social network” can provide this.
early in my career when I was doing media buying for some B2B clients
there were no clear metrics used to compare trade publications (this is
way before online). So we created a measurement tool similar to the
score cards 360i developed that applied different weights to different
metrics that all tied back to the client’s objectives. So this is not
really new, it’s taking basic principles that many of us marketers know
and applying it to today’s world. We just have to be really quick about
also shared with us some results from an analysis that his agency,
360i, conducted in September of 2009 of the social media landscape and
found that Twitter represented the largest sources of mentions for the
majority of their clients, 40%. Blogs came in second highest at 28% and
forums third at 22%. Social networks only came in at 6% but that is
mostly due to privacy restrictions since the content is not accessible
to those outside the network.
However, blogs have the majority
of reach when posts are weighted by impressions, 89% vs. just 4% for
Twitter. Of all the online conversations, the majority are positive
when people are giving and sharing advice. They become more negative
and neutral as the discussions get closer to the purchasing decision.
is so much more to share, but I can’t do it here all in one post which
I consider one of those "highly positive" blogs posts where I’m "giving
and sharing advice". So feel free to share some of yours with us. You
can also download 360i’s full Social Media Playbook if you'd like to get the full course.