Tuesday, April 08, 2008
Social media measurement camp
This morning we attended the Social Media Measurement Camp driven by the good folk at social marketing agency NixonMcInnes. The event was organised on the back of a recent Chinwag event where attendees were completely under whelmed by the panel discussion.
To some extent by-passing the issue of whether social media should be measured or not, Will McInnes kicked off proceedings by asking everyone to tell us what they were hoping to get from the meeting. The answers were a myriad of client-centric: how to make money from the agencies; to just getting a better understanding of the environment from others.
The main points of discussion were what should we measure and how we can present it to clients and provide proof points and case studies. One of the subjects we touched upon was also how can those working in social media, PR themselves? We all have a gut feeling that this works much better than traditional PR and the other marketing disciplines but how do we get others to believe in it?
The great thing about the event was that it was inclusive and a discussion. It wasn’t a case of five guys stood in front of everyone arguing their point of view and promoting themselves – it was a group of like-minded people trying to establish a set of metrics. The key difference was that it felt truly social, almost as if we are on the verge of something brilliant and we are all contributing.
It was organic, like a real life wiki: at Rainier PR we’re driven by a quest to figure out how to monetise social media for ourselves as much as our clients; by comparison Chamelon’s Drew Davies is far more high-brow: social marketing return is based on a karma model - you get back what you invest in the community – which was a concept I liked.
As with all these things, it’s good to realise just how much you don’t know about social media and how much you have to learn. I’d urge anyone who has the faintest interest (Stuart Bruce, Simon Collister, the boys at Weber, Stephen Davies, Ian Delaney, Neville Hobson, Drew B, and Daljit Bhurj were all sorely missed) in social media to sign up for the next session.
Update: Tim Callington has also blogged about the meeting.
This morning we attended the Social Media Measurement Camp driven by the good folk at social marketing agency NixonMcInnes. The event was organised on the back of a recent Chinwag event where attendees were completely under whelmed by the panel discussion.To some extent by-passing the issue of whether social media should be measured or not, Will McInnes kicked off proceedings by asking everyone to tell us what they were hoping to get from the meeting. The answers were a myriad of client-centric: how to make money from the agencies; to just getting a better understanding of the environment from others.
The main points of discussion were what should we measure and how we can present it to clients and provide proof points and case studies. One of the subjects we touched upon was also how can those working in social media, PR themselves? We all have a gut feeling that this works much better than traditional PR and the other marketing disciplines but how do we get others to believe in it?
The great thing about the event was that it was inclusive and a discussion. It wasn’t a case of five guys stood in front of everyone arguing their point of view and promoting themselves – it was a group of like-minded people trying to establish a set of metrics. The key difference was that it felt truly social, almost as if we are on the verge of something brilliant and we are all contributing.
It was organic, like a real life wiki: at Rainier PR we’re driven by a quest to figure out how to monetise social media for ourselves as much as our clients; by comparison Chamelon’s Drew Davies is far more high-brow: social marketing return is based on a karma model - you get back what you invest in the community – which was a concept I liked.
As with all these things, it’s good to realise just how much you don’t know about social media and how much you have to learn. I’d urge anyone who has the faintest interest (Stuart Bruce, Simon Collister, the boys at Weber, Stephen Davies, Ian Delaney, Neville Hobson, Drew B, and Daljit Bhurj were all sorely missed) in social media to sign up for the next session.
Update: Tim Callington has also blogged about the meeting.
Labels: blogger, social media
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Comments:
I had intended to come, but had to attend a lunch with Business XL magazine instead. Hopefully, next time I will make it, or if not at least another member of the team.
I've only just subscribed to your blog, if I had known I'd have been there too. Definitely coming to the next one though.
I am genuinely interested in measurement, and I love what Will is doing here. I also think we need to develop an industry standard to an extent because I am acutely aware that all measurement is probably going to end up essentially flawed.
That said I really want someone to have that deeper debate which you alluded at the top of your post: whether social media should be measured or not....
That said I really want someone to have that deeper debate which you alluded at the top of your post: whether social media should be measured or not....
Simon Collister - I know i didn't agree with you before with regards to this. I think you are right in principle - it shouldn't be measured. It's like love right? You just get a gut feeling and you just know it's right.You know it's right, everyone who knows you, knows it's right-everyone's a winner! the difference is that clients are paying a lot of money for this gut feeling. Again, i totally agree but i don't think clients who also have to justify spend internally would.
Let's have a proper debate about whether it should actually be measured (but keep it quiet from clients) - it will be interesting for sure. maybe the next tuttle club? Lloyd?
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Let's have a proper debate about whether it should actually be measured (but keep it quiet from clients) - it will be interesting for sure. maybe the next tuttle club? Lloyd?
