A new framework for measuring social media

As part of my role on the IAB Social Media Council, I’ve been working on the formulation of a new framework for measuring social media activity.  We firmly believe the industry needs to be much more aligned when it comes to measurement.  Not only will a robust methodology help us evaluate our own success but it will also help us when it comes to draw comparative learnings from other players in the industry.

But this isn’t possible unless there’s a lot more standardisation in the way we measure social media activity.  Hence this model.

I’ve called it the IAB Framework, not just because of the association with the Internet Advertising Bureau but also because the acronym  respresents the 3 stages of the methodology I’m proposing. Quite chuffed with that one actually 😉

  • Intent
  • 4 As – Awareness, Appreciation, Action and Advocacy
  • Benchmark

You can view the rationale behind this framework in the presentation below or alternatively read the post I wrote last week on the IAB Social Media Blog.  In fact, I discovered over the weekend that this was the most tweeted presentation on Slideshare, making it onto their home page under the  ‘Hot on Twitter’ section. Clearly it must have been when most of the twitterati were asleep!

I’m also pleased to say (and somewhat relieved) the Council is largely in agreement this framework and will be promoting it to the press in a couple of weeks.  So let me know if you’ve got any feedback or suggestions as I’d rather hear your feedback now than after it’s in the public domain!

Is social media just for chavs?

I was invited to present at the IAB Luxury Forum last week to talk about social media within the luxury sector.  There was a very interesting mix of speakers including:

  • the Deputy MD of Grazia (topline view of key digital insights within luxury sector)
  • the Head of Research & Insight at Microsoft Advertising (qualitative research on digital consumption in luxury sector)
  • the Founder of Howto.TV (how luxury brands are using video on demand)
  • the Head of Digital Planning and the Creative Director from Imagination (digital event case study for Christie’s Auction)
  • the MD from Maximiser (website optimisation tips).

If you’re interested in reading their presentations you can access them all here.

My presentation was initially billed as “Practical social media tips within the luxury sector” but that was until I found out I had the graveyard slot as the last presenter!

Whilst deliberately tongue-in-cheek  I was also trying to make a serious point  – is social media marketing a viable means of engaging affluent, aspirational audiences or is it more suited to mainstream brands who tend to cater for the masses?

This presentation puts forward the case that the luxury sector cannot afford to ignore social media, particularly when one considers how fast the social web is evolving. Yet at the same time, if Gartner is to believed, there’s a very high chance their social media campaigns will fail.   I therefore outline some key strategic considerations to help improve the chances of success, backed up with two practical social media examples from my client Infiniti Europe to bring this strategic approach to life.

If you work within the luxury sector – or any sector for that matter – I invite you to read this as there may be some useful nuggets for you to take away and apply.