Social Media Measurement: A romp for keys in the dark
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Social Media Measurement: A romp for keys in the dark

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Presentation delivered to the IABC Golden Horseshoe chapter, Mar 30, 2011.

Presentation delivered to the IABC Golden Horseshoe chapter, Mar 30, 2011.

measuring what matters in a communications program through inference of social gestures.

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    Social Media Measurement: A romp for keys in the dark Social Media Measurement: A romp for keys in the dark Presentation Transcript

    • 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…?
    • Social Media Measurement:
      A romp for keys in the dark
      Rob Clark
      Director, Insights and Measurement
      Edelman
      @theelusivefish
      http://disclz.me/RobClark
    • “Ayup.
      Growing higher than
      Last year.”
      (as a measurement expert, he’s
      truly out standing in his field)
    • “Our goal is to align
      the synergy of our
      brand promise
      through a proactive
      campaign to surprise
      and delight all.
      Yeah.
      That’s the ticket…”
    • 11
      • 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
      GOALS
    • 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.)
    • 1
      Clearly defined gestures…
    • “Where’s the
      ‘DO NOT LIKE’ button?!?
    • 2
      Triangulate the truth
    • Why don’t you go outside or something….
    • 3
      Don’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/