This was the presentation that I gave at AdTech London yesterday.
Social Media and Social Media etiquette is something that you probably know I feel very strongly about. This presentation has been in "beta" so to speak with various folks around the agency and clients for a while as I wanted to sharpen and refine our approach and get a proper measurement plan in place.
Couple of thoughts that came out in discussion after the Masterclass:
1. I don't think that Social Media takes the place of other channels in fact I am sure that with an ATL push Social Media initiatives would work even better (an hypothesis as the both O2 projects, Cocoon and XDA had no ATL support) Given the fact that branded search terms for clients always increase when we run advertising its not a hugely controversial belief.
2. Measurement in terms of ROI is a bitch, dare I say impossible at the moment. What was the sales uplift on an account of doing our Social Media launches? I don't know, but we have a fairly robust measurement approach in the deck.
3. When PR agencies tell me with great pride that they "treat bloggers just like journalists" that worries me. Most bloggers aren't journalists and I am not sure that the same rules apply here. Yes treat people as human beings, understand what interests them but to me one of the really important things is that if you want to engage social media creators then you have to be a part of that world. One of the points that I made at AdTech was about Radical Transparency and the fact that of our Social Media team are an active part of this world and that our social media footprints are clearly visible and accessible across the web. You can't sit on the sidelines looking in and expect to understand it properly, you have to be in it to get it.
Have a read of PRblogger's POV....
Thank you to Gavin who runs iMediaConnection for the opportunity to speak at AdTech.