Posts filed under ‘Mobile’

As the lines between media campaigns blur, how will you measure your success?

Recently Bravo TV announced a partnership with the geo-location social network, Foursquare. New badges will be integrated into Foursquare that match up with popular Bravo shows. My first reaction to this was: AWESOME!

My second reaction, though, was to wonder how this new kind of campaign will be measured. More and more the lines between different types of media are blurring as integrated marketing campaigns become the norm. How do you measure across media?

Even as campaigns begin to use multiple media channels, it often seems clear which channel is the most important and which are just sidekicks. In the case of Foursquare and Bravo, however, it isn’t clear which channel is being favored. Will one benefit more in the end? How will you compare metrics?

Different media require different metrics, right? But when you begin to mix and match media, which metrics have the most meaning? I really don’t have any experience with this, and I am curious to hear what y’all think.

I would guess that you would want to use different metrics for each media channel that you use in a given campaign, but I am unsure how you would compare different metrics. If you’re focusing on Web site clicks and TV commercial views, do they have equal value? Does one have more value to you? Why?

These are just a few questions I’ve been thinking about since I started thinking about integrated marketing campaigns, and I would love to hear your feedback and experiences in this area.


February 5, 2010 at 8:37 AM 6 comments

DR. WHAW? – February 3, 2010

And I’m back! I hope you’ve like the first two contributor posts on DR. WHAW! I’m excited to have help, and I am already thrilled and impressed by what they bring to this feature. I can’t wait for more! It’s been one heck of a week for me, so I’m just gonna jump right into what I Didn’t Read While Hard At Work (but wanted to!) today.

DR. WHAW? – February 3. 2010

1. Social Media is Making Measurement More Vertical by Katie Paine — I absolutely love this post from the queen of measurement herself, Katie Paine. If you read no farther than the first paragraph it is worth your time: social media or not, measurement needs to be a focus. You must understand how you are measuring and what you are measuring, and you must know before you start that next campaign.

2. Social Media is not a Telephone or Pants by Tac Anderson — There are those that try to discredit measurement and ROI, specifically, by asking you to measure the ROI of your pants. And that’s just ridiculous. Measuring the ROI of your pants is nothing like the measuring social media and the returns that you get from using it. Don’t let ridiculous analogies stop you from understanding the value in your social media programs.

3. Facebook Develops Conversation Tracking Tool: What’s A Fan Worth? by Laurie Sullivan — Facebook has developed a tool that will allow users and companies to track conversations on the social network. I was excited to hear about this because other tracking tools do not always track Facebook posts quite well. I wonder if it’s useful or how it compares, has anyone had a chance to try it?

4. The Social Media Class of 2010 – Top Marks in Measurement, Lifestreaming and Predictive Web from Ogilvy Public Relations — I know I shouldn’t include this post because they’re technically a rival. This is incredible because the social media folks growing up today are getting top marks for measurement, which is just incredible and I can’t wait to see how much we will all learn this year.

5. A Frank Conversation About Social Media Measurement by David Berkowitz — If you are like me and missed out on the great panel at OMMA Social event this week, this is a great wrap-up about measurement and how a lot of big thinkers in social media are approaching it.

6. Social Media Pros Sound Off On Measurement Without Tools by Gab Goldenberg — If you know me,  you know I’m all about crowdsourcing! This is a great look at what many different Twitter users are saying about measurement without the ever-popular tools.

7. Google Analytics Releases Mobile Search Tracking by Paul Teitelman — I am so pumped to see this! I was just wondering a few weeks ago how to measure the new mobile craze. Can someone please try this out? Tell me how it is? While this doesn’t measure all aspects of mobile that I would like to explore, it is definitely a start.

And with that, I’m out! A bit more work and then bed await, and I can’t for y’all to meet Caleb Gardner tomorrow.

February 3, 2010 at 9:40 PM 1 comment

DR. WHAW? – January 14, 2010

Another busy day at the office, but I’m so happy to be where I am. If you haven’t  been around the blog lately, check out my post about my new gig and say hello to tell me what’s new in your life. I’m being a super-multitasker tonight and participating in the #u30pro chat while I fill y’all in. Without further delay, here’s what I Didn’t Read While Hard At Work today!

DR. WHAW? – January 14, 2010

1. Why CMOs Need to Instill Better Measurement Discipline… Now by Jim Lenskold — The title alone should tell you why I’m all about this article from MarketingProfs. Measurement is so incredibly important, and I think that it is key to get this into PR mindsets as soon as possible. I learned a little about measurement in college, but absolutely everyone in PR needs to learn early and often how important measurement integration is.

2. Inability To Track ROI Does Not Absolve You From Measuring by Rachel Happe — Beautiful, this is just what I like to see! Measurement does not have to mean ROI. Calculating ROI is really a financial thing, and may not be the best measurement for every campaign or project. This doesn’t mean that you cannot measure anything, though. There is an in between.

3. Twebinar Recap: Xbox by Gwen McIntyre — There is nothing that I love more these days than Radian6, and this is a great case study of sorts from the folks at Radian6. It’s a great look at what you can find when looking at social media chatter and how much you can learn through measurement. Also, it shows what Radian6 can do, and I just can’t get enough of them. 🙂

4. Catching up to Mobile by Adam Cahill — Just what I was looking for a few weeks ago when I wondered how the heck to measure mobile. This is a great introduction to how we can catch up with mobile technology because there is nothing left to do but catch up! If you’re as interested in mobile as I am, then you need to check this out.

5. Nonprofict Social Media – Integration is Key by Heather Whaling — I know that I don’t focus much on nonprofit organizations, but I should give them more credit. This is a great look at social media (and measurement!) from the view of a nonprofit. This is a great read for anyone interested in social media or nonprofits.

6. Video: The Future of Social Media by Steve Rubel — This is just a great look at the world ahead from one of the greats in social media. It takes a look at why you need to be online, how to send the right messages, how to measure social media metrics and how reputation works in the new digital world. This is absolutely a must-read!

7. I’ll Never Go Back To School by Matt Cheuvront — I wanted to include this blog post because I think it’s an important discussion, and believe me! There is a HUGE discussion already blooming over here (143 comments at time of writing). Matt Chevy explains why he will never go back to get his Masters Degree and what that’s the best decision for him. I have been thinking lately about whether I really do want to eventually go back for my own Masters, and this blog post made me stop and question my reasons. What do you think? Please, weigh in!

And with that, I must get to my Thursday evening TV shows! I’m an avid Bones fan, and I hear there’s some alien funny business on this one! Happy almost-Friday, y’all.

January 14, 2010 at 10:42 PM 3 comments

DR. WHAW? – January 12, 2010

DR. WHAW? is back by popular demand!  Well at least back for Arik Hanson who was kind enough to feature me on his blog today.  I have been busier than usual and wasn’t sure if anyone was reading DR. WHAW? so I decided to stop writing it for a while to focus on more meaty posts.

Hearing at least one person misses DR. WHAW? and was following along, I decided to bring it back! So here it is, what I Didn’t Read While Hard At Work today.

DR. WHAW? – January 12, 2009

1. A decade of measurement successes and failures… by Ed Moed — Since it is a new year, I appreciated this post which looked at the best and worst in measurement from the past 10 years. We have come a long way this decade, but there is still quite a ways to go before measurement is universally accepted and practiced, at least in PR. This is a pretty comprehensive list, though, and it definitely worth a read to understand where we were and where we still need to go.

2. Forrester reveals how to optimize mobile ROI by Dan Butcher — I had to include this article since just a few weeks ago, I wondered how we could possibly measure mobile.  While this does not answer all of my question about measuring mobile marketing, it definitely provides a good start. And if you’re thinking of integrating mobile into your own projects or campaigns, I would recommend this article as a way to better understand the mobile climate.

3. The Five Biggest Mistakes in Measuring Social Media by Gary Stein — While measuring social media is incredibly important, I like that this post calls out the most popular mistakes in social media because they are easy to make. The space is new and it’s hard to adjust, but we need to be careful to ensure that we’re really measuring what we think we are. And it’s important to know all metrics that are out there that could be applicable to any given campaign or program.

4. There’s No Silver Bullet For The Big, Bad Social Media Measurement Wolf by Marta Stickland — Just like the last post, it’s important to recognize the importance of measurement, but it should not be taken lightly. There are lots of ins and outs to measurement (especially with social media), and it’s important to understand that one size does not fit all. Just as programs must be customized for each client or brand, so too must measurement programs be customized for every program. Not convinced?  Read more!

5. Facebook privacy, self-esteem, and the dangerous ease of social media measurement by Chris Reed — OK. So the measurement nerd in me wants to cry out that this is unfair, but the rest of me knows that there is some validity to this concern. Has it really become too easy for someone like to me to monitor and analyze online conversations? Are we losing our sense of privacy?  This is a great insight into how measurement and social media are affecting the rest of our lives and whether or not they’re truly good things.

6. HOW TO: Use a Start Page to Stay Organized by Barb Dybwad — If you know me, you know that I live and die by my planner.  I always have it with me in my purse, and I only take it out to write in it or look out for fear of losing it. I know, I should go technological so I don’t have to worry, but I just can’t seem to bring myself to. Maybe this would help, this is a great and new way to keep yourself organized! I just thought it was fun.

7. The Children of Cyberspace: Old Fogies by Their 20s by Brad Stone — I loved this article from the New York Times because I can definitely relate to it. I’m only 22, but there are days when I feel so far behind my younger sister who is 18. I can only imagine what it would be like to talk with someone even younger who has grown up with even more technology than I have, and I can’t remember ever not having a computer! It’s always important to realize that technology has more effects on us that we realize, and I think this is an important look into society.

And with that, I will leave you to your other reading. I hope that you’re glad to see DR. WHAW? back, and I hope that you will leave me some feedback so I know I can keep improving.  Thank you for reading, y’all!

January 12, 2010 at 9:09 PM 6 comments

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