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.

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

  1. 1. There’s an old joke…<br />
  2. 2.
  3. 3.
  4. 4. “Because <br />– you damn fool – <br />The light’s better <br />over here.”<br />
  5. 5. (client)<br />
  6. 6. (client)<br />
  7. 7. If you all wouldn’t mind blinking rapidly in succession a few dozen times so I can hit our target number of impressions…?<br />
  8. 8. Social Media Measurement:<br />A romp for keys in the dark<br />Rob Clark<br />Director, Insights and Measurement<br />Edelman<br />@theelusivefish<br />http://disclz.me/RobClark<br />
  9. 9.
  10. 10. “Ayup.<br />Growing higher than<br />Last year.”<br />(as a measurement expert, he’s <br />truly out standing in his field)<br />
  11. 11. “Our goal is to align<br />the synergy of our<br />brand promise <br />through a proactive<br />campaign to surprise <br />and delight all.<br />Yeah.<br />That’s the ticket…”<br />
  12. 12. 11<br /><ul><li>Generate Awareness
  13. 13. Product launch
  14. 14. Education
  15. 15. Influence the Influencers
  16. 16. Establish Need / Want
  17. 17. Create a Positive Association
  18. 18. Product or Service Comparison
  19. 19. Form or Change an Opinion
  20. 20. Drive Action
  21. 21. Establish or Regain Trust
  22. 22. Community or Channel Growth</li></ul>GOALS<br />
  23. 23. WWW.<br />
  24. 24. “There – we’ve almost tabulated the quantity of ‘love’ generated by that last retweet.”<br />
  25. 25. Around 240 B.C., Eratosthenes calculated the circumference of the Earth … he was off by about 1%<br />He did this with three bits of data. <br /><ul><li>The distance between two cities.
  26. 26. The length of a shadow at a given time/day in one city
  27. 27. The length of a shadow at the same time/day in the other</li></li></ul><li>“Nuke ‘em from orbit. It’s the only way to be sure.”<br />(yes I just quoted Ripley,<br />believe it or not.)<br />
  28. 28. 1<br />Clearly defined gestures…<br />
  29. 29. “Where’s the<br /> ‘DO NOT LIKE’ button?!?<br />
  30. 30. 2<br />Triangulate the truth<br />
  31. 31. Why don’t you go outside or something…. <br />
  32. 32. 3<br />Don’t treat social gestures as your only source of data.<br />
  33. 33. “Awesomesauce<br />Now we know it all!”<br />
  34. 34. questions…<br />
  35. 35. Credit where credit is due<br />Streetlight -http://www.flickr.com/photos/arvindgrover/ <br />key - http://www.flickr.com/photos/pvera/<br />Alley - http://www.flickr.com/photos/rdvortex/<br />BlackBerry - http://www.flickr.com/photos/arrayexception/<br />Schpida! - http://www.flickr.com/photos/schmecky7/<br />Tape measure - http://www.flickr.com/photos/wwarby/<br />Objectives - http://www.flickr.com/photos/btouniversity/<br />Computer - http://www.flickr.com/photos/cote/<br />Zombie - http://www.flickr.com/photos/dhollister/<br />Earth - http://www.flickr.com/photos/flyingsinger/<br />The Great Outdoors - http://www.flickr.com/photos/photomonkey<br />Do not want! - http://www.flickr.com/photos/criminalintent/<br />Graduate - http://www.flickr.com/photos/nics_events/<br />Question - http://www.flickr.com/photos/soldiersmediacenter/ <br />All photos creative common licensed<br />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/<br />

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