Case Studies

The group looked at a way of creating and collecting case studies on the use of Social Media and measuring it

  • put together a central resource of case studies - on the wiki
  • produce a template for the studies
  • generate first batch of case studies on public information
  • invite clients and agencies to add case studies
  • we need to categorise and organise by industry/type/results
  • should look to provide some kind of award/recognition; this also includes evangelising the category to existing awards, to promote inclusion.

Template - needs to be documented and agreed

  • Describe campaign; was it short or long term, what did you do; who was involved, how was it set up
  • what were the objectives
  • why choose to use social media - how did it fit with rest of the campaign
  • who were the audience
  • what were the results; what worked, what didn't work
  • what was the client type
  • Target industries - entertainment, Banking/finance, NFP, technology, Retail

Worked Example - Flickr Photo Group

From the session on 3 September 2008
Suggest all three groups combine their notes with those in the three sections below

STAGE 1: Best Practice Campaign Design

  • Draw an audience map: map of target audience with weak and strong nodes, and known connections, illustrated
  • Invest Time - show that you have thought everything through/ learn to understand your audience
  • Identify targets: identify client's targets, set target metrics and success indicators, and identify target audience members
  • Map the data set and off-site extensions: identify the range of possible data and options, ways to use and evolve that data, tools for improved functionality (eg. what can be done with APIs and mash-ups if relevant), and locations and activities off the main site to where the campaign may extend (eg. brand's own site, social media)
  • Tech resource: developer with API/mash-up knowledge
  • Measurement: measure start line
  • Desk research: find out about existing communities. This is also a way of finding communities within communities.

STAGE 2: Measurement

  • What is the goal of your client - this is what you should be measuring!Always remember what's in it for them
  • Identify influencers
  • Identify audience trends (eg. favourite brands: potential partnership with brands)
  • Define your own benchmarks. You may want to adopt a one-to-one approach or post info on blogs or forums
  • Remember blogs/ forums are traffic generators use them to your advantage
  • List building/ google ranking
  • Measure how many times your site has been viewed. How many people have tagged it as a favourite or have it in their profiles. You can also check demographic data by doing this.
  • Tech resource: analytics software and/or data analysts
  • Residuals: Online campaigns have a far greater lifespan. You can still drive traffic up to a year after initial launch. Measurement levels are always increasing.
  • Measurement: check levels at key stages or regular intervals throughout campaign; unknown Creators, Contributors or Consumers could be extrapolated using the 1:9:90 ratio

STAGE 3: Continuation

  • Ongoing PR
  • Learn from direct marketing techniques - use their tone of voice when conversing with your target audience on blogs
  • Devote resources to ensuring your campaign succeeds
  • Additional trackable tools/vouchers to observe viral spread and collect data
  • Audience - can the people you have reached be used to voice your campaign across their community.
  • If your campaign has been promoted on blogs - keep in contact with the blog community. Build up a relationship with them and carry on conversing. They can open up/introduce you to other communities that you can target.
  • Tech resource: developer with social media applications (eg. widgets) knowledge
  • Whats in it for me?
  • Before and after: how well has the campaign worked in relation to your clients specific manifesto.
  • Measurement: measure finish line

Hello there. I came along to my second Measurement Camp today, and said to Will I'd written a piece on a fictitious measurement and dashboard piece for the IPA Excellence Diploma last year.

I've just posted it to the blog here:

It's based around the creation of a realtime dashboard you use to make quick, gut feel marketing decisions is response to circumstances… basically by making the interactive dashboard as much like a realtime strategy game as possible.

I hope you find it interesting, useful etc etc

John (moc.krowtendhp|erihslliw.nhoj#moc.krowtendhp|erihslliw.nhoj)

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