By , Communications Executive, IAB
The debate about social media measurement has been running for as long as we in the IAB Social Media Council can remember (which either means that it’s a significant industry issue OR our excessive dependency on social networks has destroyed our long-term memories, I’d go for the former).
The on-going discussions are based on a number of key questions. Can social media activity be evaluated in the same way as other, more traditional techniques? If yes, which aspects should be measured? What measurement tools are available? Is it expensive? How time consuming is it? Once I have these results, what do they even mean? Difficult questions to answer, and perhaps a lesser group might flee at the prospect of attempting to bring some meaning to the measurement debate, but not the IAB.
The IAB social media council measurement sub group have launched their first initiative of 2011 – a guide to social media measurement and intent which addresses some of the hottest topics within the area and providing further insight on the IAB measurement framework, why it was created and how it works. The guide has been put together by council representatives from TMW, COI, Outside Line; We Are Social, NMIncite and Market Sentinel.
The document really emphasises the importance of objectives in social media, and how concrete intents are essential to bring about meaningful measurement. Inside, we offer an explanation on the differences between earned, owned and bought social media activity, the importance of social media monitoring and why you need to take the time to get to know your audience and your competitors. The guide also breaks down different types of social media focusing on the one size DOESN’T fit all ethos and that different brand/campaign objectives can mean there is a need for a different social media strategy approach to fit within these aims. It also offers a dedicated section on what’s happening within customer services and social networking? offering suggested objectives, benchmarks and metrics to consider before embarking on customer service activity.
The guide has been written for both advertisers and agencies, and like any IAB Social Media Council initiative, we hope it evolves over time, so greatly value your feedback.
By Andy Pilkington, WaveMetrix,
As social media becomes an increasingly important and influential marketing tool, more and more brands are competing for consumer engagement within the space. Whether it’s fans on Facebook or followers on Twitter, brands now recognise social media as the next big step in marketing.
There are various techniques and avenues available to help brands grow an online following. WaveMetrix took a look at the various approaches taken by different brands in Q4 2010 in order to analyse what strategies seemed to work most effectively.
• Premium brands are beginning to shape discussion around the lifestyle associated with the brand, rather than their specific products
• Other brands are encouraging product-specific discussion, which tends to drive purchase consideration, but also leads to some consumer negativity
• Campaigns that linked social media back into real world events helped drive engagement with the brand
• Tried and tested competitions and giveaways are continuing to work well
• Some brands are building on existing consumer engagement and beginning to monetise social media Read more…
, Pass it On Media
As representatives of the IAB Social Media Council group-within-a-group (The Control, Monitoring and Self-Regulation sub-group no less), we always keep a keen ear out for the latest rumblings in the world of social media legistlation.
It is therefore with interest that within a few months of the impending launch of the ASA Social Media rules, there are many impassioned stories of other governing bodies and indeed legislative figures taking firm action against social media wrongdoings.
These range from high profile cases of Ryan Babel’s ’slanderous’ comments about Premier League referee Howard Webb, Courtney Love’s defamation case as charged by her fashion designer Boudoir Queen and on a smaller yet no less insignificant scale, the resurgence of the example that courts made of Paul Chambers in 2010 whom was fined £3000 for a twitter rant threatening to blow up Robin Hood airport in frustration at the delays caused by snow. Read more…
By Amy Kean, IAB,
Thank heavens for the research release today, from YouTube, which confirms a sneaking suspicion that I – and the IAB Social Media Council – have had for a while. If a brand enters social media… they should tell the world why they’re there in the first place.
That’s obvious, you might say. Simple common sense, some may tweet. Absolutely – I don’t think anyone actually ever claimed that social media was a form of rocket science – but it still doesn’t happen that often. And that’s because there exists an assumption that hasn’t yet been disproved (until today) that just entering into a conversation is enough, that a ‘like’ or retweet is unequivocally fabulous, and that blogger coverage, without a rationale for why you’ve received it, is sufficient.
This research from YouTube (supported by the IAB) highlights the real need for harder messaging in social media content and advertising, showing that a really quite remarkable 60% of people are not yet existing customers of brands they share or ‘like’. They just like them. Now I’m no Rain Man, but that’s a big number. Read more…
, Head of Social Media at Microsoft Advertising, talks to the IAB about social media from an advertising and product perspective. Kicking off with a simple explanation of what social media is and why it’s so vital for CMOS, she uses her own case study from the Windows 7 launch as a great example of how you can use dialogue with consumers to inform business research and product development. Watch the interview in full below to also find out what future trends she feels will be hitting the social media industry next.
, senior PR and marketing manager and head of social media council, IAB
This week we launched the IAB framework for social media measurement. Hopefully you’ve seen some of the coverage and the full presentation with all the details, but I thought I’d take some time just to give you a bit more background about why we came up with it, and what we hope having such a framework will achieve.
Why the IAB framework?
First and foremost the strength of the framework lies in its simplicity and memorability – a deliberate tactic to encourage wider adoption within the industry. Of course a lot of experienced practitioners have robust methodologies already in place to measure social, and we fully recognise that these are making a lot of clients very happy the world over! Our aim has never been to suggest the industry is measuring it in the wrong way, but rather in an inconsistent way across the board, which makes it difficult to compare or for the industry to grow as a whole. Read more…
by , senior marketing manager, Skive
It is an important part of Skive’s business to partner with agencies that we admire and who have complimentary skillsets. We regularly go into the agencies to present new work we are doing but also our observations on digital marketing. I was recently asked to give a presentation on “The Future of Digital” to the brand teams at a large PR agency.
I started off by asking how many people in the room are on twitter. About 80% said that they were and a fair proportion of them said they use it regularly, at least once a day. I then asked them how many of them were on it a year ago and the number was greatly reduced. The point is this shows how quickly technology changes and that as digital marketers we need to stay ahead of the game. The purpose of this blog post is to look at what is the future of digital and what we might expect from it in the near future.
First off we’ll start off with a quick reality check. Twitter is great right? I mean it’s everywhere, you can’t move for it. I think this is very true if you work in marketing and you spend all day plugged in to tweetdeck for the latest Social Media tidbit from Mashable or other. I’m not dumbing down its importance to those interested in the realtime web but none of my friends outside of work are on it. Let’s put it another way. Farmville has over 80 million active users that are more than the number total twitter users. When did you last suggest to a client that they try and leverage Farmville as a viable social platform?
, commercial director at Unruly Media explains what viral success looks like and how you measure it. Steve also talks about the vital characteristics your video needs to make it stand out and have the ‘shareable’ factor, using ‘Charlie bit my finger’ as an example.
Watch the below videos to see the interview in full…
At our first session for our Rising Voice in social media programme from RMM took the delegates through the 6 types of social media. Matt used a colourful party planner analogy with case studies and tips to do this.
Watch the below to see the full presentation…
By Tony Effik, chief strategy officer, Publicis Modem
(Not necessarily the loudest!) Do you, like me, sometimes tire of all the noise in social media? As a group dedicated to the promotion of social media, we’re actually faced with quite a dilemma. Do we add to the hyperbole surrounding the discipline, while the substance suffers, or do we work together to contribute to a genuine future for social media? I think we’re all agreed on the latter.
Which is why we’ve launched an initiative that’s purely dedicated to nurturing new talent – a practitioner programme for new starters, cutting through the hype and educating them about the realities of social media. You can book here to be a part of it, (unless places have been booked up already!)
As mentioned in my interview with the IAB previously, we have now set up the framework for the practitioner course, a first for the SMC council, starting on 19th April. The programme will cover key areas such as the definitions of social media, challenges of measurement, how to evaluate a campaign, measuring the importance of online engagement, brand and reputation management, social media display-planning and buying, legal regulations and privacy issues. The course will be spread over a series of five sessions all lasting 2 hours each, with a graduation (party!) on 12 August.
The main reason for creating this credential is because we believe as a council that it is vital to support young talent within social media in order for the business to mature and go from strength to strength. Our core objective in creating this course is to ‘turn the inexperienced into real experts within the social media space’ providing them with a clear perspective of what it’s really like to work within this side of the industry. Various IAB SMC members such as Tamar, RMM, We Are Social and have joined forces to produce a diverse curriculum for the delegates in order to achieve this.
Throughout the course the attendees will be expected to complete work outside the class room as well as blog about their learning process. Those delegates that complete the certificate will be awarded with a ‘Rising Voice in Social Media’ badge to showcase on their own blog once they have graduated.
The course is free for all IAB members and UK advertisers and spaces are going fast. Alternatively email to book your place!