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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 ...

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 Story of the burp Presentation Transcript

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