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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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