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!

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It’s official: creativity does work!

Does creativity really make that much difference to campaign effectiveness? This was the question posed by the creative team at George Patterson Y & R.   To prove the case they started The Wicked Sick Project where they basically bought a second-hand bmx on ebay and re-listed it, only this time with a bit more creative spice thrown into the mix.

The end result is that it sold for 5 times the purchase price whilst catching everyone’s attention in the process!

A great example to help lift those rather dry ROI powerpoint presentations! Thanks to @mvharrison for pointing this out.