This is a webernated version
of the presentation I put together on measuring social media for The Social Media Club Sydney chapter on July 20, 2009. I’ve added some notes, messed around with it a bit and deleted some bits so no-one sues me. Enjoy @mattgranfield
This is the agency I
work for, I wanted to briefly introduce myself and explain what we do... We’re quite famous in Queensland for fruit campaigns, and helping IceBreak iced coffee out-sell Coke...
Social Media People Digital Guys
who Me always stand at The Back Advertising People People in client People in Suits service who wear PR People without Ties short skirts
1. PR Value of coverage
received = actual ad This was the value x 3 – this is an old technique, I don’t like it and it’s actively discouraged by the answer from PRIA. the head of PR 2. Cost per person reached – This is good for companies who compare their ad spend directly with their PR spend. 3. Setting objectives and timeframes for each individual campaign. This is the most effective way as every company wants something different. – eg. “Coverage in ‘top 5’ key media + speaking engagements at 2 conferences + promotions in 3 key cities”. This way we’re managing the clients expectations and we both have a definite goal in mind.
I asked Cristian Staal, Art
Director from Cummins Nitro on the multi-Cannes-Grands-Prix-winning best job in the world campaign how they measured its success... • He said it was incredibly hard to get a figure because the government can only accept the lowest estimate of reach • They got to $250,000,000 as the amount of free media generated based on airtime but it would have been more than that because they only pay to get stuff monitored for a set period of time and people are still talking about it • Also measured hits to website • He met the head of CTV in Canada at Cannes who told him that their station had shown 6 hours worth of footage of Queensland because of the campaign • And if that was just Canada, imagine how much actually got shown around the world
I rang* my mate Seth
Godin and asked him what he thought about the subject of measuring social media and he said: “I’d rather be in front of 10 people who are the right people than 10,000 who aren’t...” “Selling to people who actually want to hear from you is more effective than interrupting strangers who don't...” *That’s a lie, I didn’t ring him, but I did interview him via email once for my blog, and he did actually say those things to someone else, but not to me, but it might as well have been me, so it’s still valid
“I do not regard advertising
as entertainment or art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” - David Ogilvy
Based on those conversations, I
distilled the Official Rules of Social Media Measurement 3. The CEO won’t get it at first, but that’s not an excuse to sit on your arse. 4. Create objectives for each campaign 5. Reaching lots of people is good. Reaching the right people is better. 6. Awards get you recognition but sales make the client happy. 7. If you’re big in Canada, you’re doing something right