If you are not attending this premier event the can watch it unfold here, in real time with this innovative live blogging platform.
by Jonathan Keebler (Live) at 5/22/2008 9:09:16 PM
Stuart thanks panelists. applause/end.
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 9:04:14 PM
Alan: he wrote about flying Porter on his blog and then was interviewed by traditional news outlets about his experience because his blog post showed up on Google.
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 9:03:45 PM
Alan: the ah-ha moment for a lot of comments is when the blogger is shown in mainstream/traditional media. it illustrates to clients that you have to pay attention to blogs.
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 9:03:09 PM
Alan: discussions vary by client. hard numbers need to drive a level activity in some space. others just want to build closer relationships with customers in specific areas. have done work for Intel with customers in gaming. they haven't said they want to meet x # of gamers, they just want to start talking with them. first time, do not say you are going to do X when you start.
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 9:01:03 PM
Katie: conversations are easy w/people who understand data. PR people are allergic to numbers and the measurement conversation is difficult.
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:59:43 PM
Sylvain: social media programs are different from engagement. the first has a beginning and an end. the 2nd is about building a relationship.
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:59:00 PM
Alan: clients looking for social media measurement are coming from everywhere... all industries. there's a digital component to every outreach a business wants to do.
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:58:02 PM
Katie: you need a clear definition of "work". is "working" x # of visits, unique visits, what is it? you need a clear benchmark to measure.
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:56:54 PM
Katie: small business measures results in terms of sales & marketshare. it's nice to say you have social media activity but the little guy is more worried about dollars in his pocket. Don't spend too much money on measurement if you're not getting any insight.
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:52:55 PM
Alan: companies big & small should be paying attention what's going online rather than mount a massive social media campaign. start with listening.
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:51:12 PM
Sylvain: bloggers count for less than 16% of what people count on for a source of information. (Guinevere says: I wonder where he got that stat?)
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:50:17 PM
Alan: depends on your time. coke has a bigger marketing department, so they could have more reach. other marketing is also relevant.
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:49:35 PM
audience question: how do you feel the effectiveness of scaling with companies. is it easier for small or large companies? is it more advantageous for a large company to use social media
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:48:30 PM
Katie: you're asking the wrong question. ask them how they feel about something and what they've done and come up w/a corelation on what they're buying.
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:47:39 PM
Alan: many customers say they saw something on TV, even when they didn't have a commercial.
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:47:16 PM
Alan: you can see their influence on their blog, they write it. the may be influential another way. "you have to be psychic" "asking customers is not always foolproof because customers aren't that smart" big audience groan follows
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:46:17 PM
audience question: how can you measure influence beyond the blog?
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:45:39 PM
Sylvain: we all have our own voodoo way of explaining this stuff (social media return)
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:45:14 PM
audience comment: we have to figure out what works in social media. companies trying to measure social media needs open source. we need agreement among people about what is measured means.
on Measuring Social Media @mesh08by Guinevere Orvis at 5/22/2008 8:43:26 PM
