Brands, Bloggers & Word of Mouse

This was the presentation that I gave at AdTech London yesterday.

Brands, Bloggers & Word of Mouse

View SlideShare presentation or Upload your own. (tags: web2 digital)

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.

Anyway,

Have a read of PRblogger's POV....

Thank you to Gavin who runs iMediaConnection for the opportunity to speak at AdTech.

Comments

[Stephen]

Hey, thanks for the link and great to see you yesterday.

[Will]

Nice preso. Am trying to get one of my clients to use NPS as a metric in some digital work we're working on.

We'll see about it...pleased the O2 chaps were so receptive.

[Mikej]

hey amelia

great presentation

thought you might find this useful to give some numbers and context

http://thingsdonotchangewechange.blogspot.com/2008/09/new-universal-mccann-research-when-did.html

[Victor Houghton]

I like the presentation - it's similar to something I try and argue to our planners. I always hit a wall of cynicism when discussing the influence of blogs compared to, say, social networks and the bulletin board / forum sites that are mentioned earlier in your presentation. There's the view that bloggers (writers, commenters and readers) are a breed apart from the general population of social networkers and are therefore too focused on single issues to have an influence beyond their interest groups.

[Julian Cole]

Great preso, thanks for sharing!