Social Media Measurement: A romp for keys in the dark
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Transcript of Social Media Measurement: A romp for keys in the dark
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There’s an old joke…
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“Because
– you damn fool –
The light’s better
over here.”
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(client)
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(client)
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If you all wouldn’t mind blinking rapidly in
succession a few dozen times so I can hit our target
number of impressions…?
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Rob ClarkDirector, Insights and MeasurementEdelman
@theelusivefishhttp://disclz.me/RobClark
Social Media Measurement:A romp for keys in the dark
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“Ayup.Growing higher thanLast year.”
(as a measurement expert, he’s truly out standing in his field)
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“Our goal is to alignthe synergy of ourbrand promise through a proactivecampaign to surprise and delight all.
Yeah.
That’s the ticket…”
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• 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
11GOALS
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WWW.
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“There – we’ve
almost
tabulated the
quantity of
‘love’
generated by
that last
retweet.”
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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
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“Nuke ‘em from orbit. It’s the only way to be sure.”
(yes I just quoted Ripley,believe it or not.)
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1Clearly defined gestures…
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“Where’s the
‘DO NOT
LIKE’
button?!?
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2Triangulate the truth
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Why don’t
you go
outside or
something….
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3Don’t treat social gestures as your only source of data.
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“Awesomesauce
Now we know it all!”
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questions…
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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/