Case Studies

• BuzzMetrics Case Studies 11 simple 1-pagers on how clients have used social media measurement

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
• 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

STAGE 2: Measurement

• Identify influencers
• Identify audience trends (eg. favourite brands: potential partnership with brands)

• Tech resource: analytics software and/or data analysts
• 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
• Additional trackable tools/vouchers to observe viral spread and collect data

• Tech resource: developer with social media applications (eg. widgets) knowledge
• Measurement: measure finish line