- BuzzMetrics Case Studies 11 simple 1-pagers on how clients have used social media measurement
- Measuring social media ROI case study Measuring social media/online pr outreach campaign from E-consultancy
- Compassion in World Farming - Social Media Measurement case study by Beth Granter
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: http://feedingthepuppy.typepad.com/feeding_the_puppy/2009/04/measurement-camp-sharing-the-love.html
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