A Burp in 1995<br />
A Burp in 2005<br />
 Burp<br />
MM’s try and establish a link between actions that they have direct(but limited) control over and results that they want<b...
Every social media metric is useless unless it is not!<br />
He cannot track the sale of burp cola by using a handy urlshortner for the tweet that someone sent out!<br />
Lots of moving parts and subjectivity<br />
Spot checks: Social Research Programs<br />
Hawk Eye: Monitoring reports<br />
Community Checks: Likes, followers, members and engagement<br />
Yahoo answers is buzzing as well<br />A question of answers<br />People are asking (and answering) questions about your br...
Forum Discussions<br />It is like focus group vs a quantitative survey<br />
Reviews<br />
In the meanwhile, our MM has become smarter (tougher times for his agency)<br />Measurements need to move beyond telling M...
 Is it a mistake to stop exploring because of lack of a concrete relationship<br />
Why online data alone can be misleading for brands with a significant offline presence?<br />
Story of the burp
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Story of the burp

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This is a copy of the presentation that I made last week at the Digital Seminar in Singapore. I invented this company called Burp Cola and created a story around its marketing manager to explain how the process of building and creating a brand has become so different in the Social Age.

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  • Story of the burp

    1. 1.
    2. 2.
    3. 3. A Burp in 1995<br />
    4. 4. A Burp in 2005<br />
    5. 5. Burp<br />
    6. 6. MM’s try and establish a link between actions that they have direct(but limited) control over and results that they want<br />
    7. 7.
    8. 8. Every social media metric is useless unless it is not!<br />
    9. 9. He cannot track the sale of burp cola by using a handy urlshortner for the tweet that someone sent out!<br />
    10. 10. Lots of moving parts and subjectivity<br />
    11. 11. Spot checks: Social Research Programs<br />
    12. 12. Hawk Eye: Monitoring reports<br />
    13. 13. Community Checks: Likes, followers, members and engagement<br />
    14. 14. Yahoo answers is buzzing as well<br />A question of answers<br />People are asking (and answering) questions about your brand that are recreating the brand itself<br />
    15. 15. Forum Discussions<br />It is like focus group vs a quantitative survey<br />
    16. 16. Reviews<br />
    17. 17. In the meanwhile, our MM has become smarter (tougher times for his agency)<br />Measurements need to move beyond telling MM that efforts generated 2,000 mentions and 1,200 retweets<br />
    18. 18.
    19. 19. Is it a mistake to stop exploring because of lack of a concrete relationship<br />
    20. 20. Why online data alone can be misleading for brands with a significant offline presence?<br />

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