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Measurement Camp

Tim Aldiss

It was a pleasure as ever to be in the presence of Will McInnes and all the other great prople who attended the December Measurement Camp at Golin Harris yesterday afternoon. It's always stimulating and just a nice confidence booster that we are all working together to find a better way of measurement for our clients.

I decided to take notes, so I thought I'd share them with you.

The principle of Measurement Camp is an 'unconference', which means that it has a very relaxed and informal feel where no one is compelled to have to do anything. In advance anyone is encouraged to pull together a 10 minute presentation to share their learnings.

The thing I like most (apart from Will's witty interjections) is the fact that the ice is broken straight away by the suggestion of turning to someone near you, introducing yourself, and chatting briefly about why you are there, making the occasion a great chance to meet interesting new people.

This month was no exception, and you can see the attendees list on their wiki - http://measurementcamp.wikidot.com/

Here is a summary, with links, of the 3 guest speakers talks this month:

1. Andrew Gerrard on The ROI of Social Media (@andrewgerrard)

He mentioned checking out a guy called Olivier Blancahrd (@thebrandbuilder) as a key mover & shaker in the States;

He said that the need to divert budgets into Social Media is now understood as a business essential;

Customer service is the usual business function to start siphoning budget from;

He claimed that ROI is not a media metric it’s a business metric... So don’t just measure online/digital/media - measure everything;

Non-financial metrics have to be equated;

The easiest way to do this is is to benchmark everything, and to look at before and after;

Overlay everything on to it. Whatever you have – simple to more complex metrics;You can even add in offline metrics like store footfall – what could the pre-cursor have been?

Questions from the floor were on: tangibility of being able to measure ‘everything’; attribution modelling; forecasting...

Summary: businesses have to be doing social media. It touches so many parts of the business the cost impact can be spread but it takes time and effor to look at the granular detail of what worked.

2. John Griffiths on Planning Above and Beyond (@johngriffiths7)

John's been in media since 1983! He talked through his different roles with some key insights:

Quantitative - Don’t just look at one sample as you’ll skew all your results (known as being a scavenger): be a hunter or a gatherer;

Qualitative – Humans can’t help but tell you stuff. Don’t take it as literal or gospel;

Ad Planning – The biggest single effect on advertising is people using the product. He suggested to us that we should claim your own piece of the cake, and that it's likely to be some kind of measure of buzz. Own it;

Direct Marketing Planning – Learn to use numbers like an impressionist. Throw things around. Get confident with numbers – become creative;

Sales & Promo Planning – he learned that behaviour is habit forming; money is embodied. Imitation rules, so look for scripts of things that have worked;

Integrated Communications Planning – Find out what’s the customer’s wow factor? Measure the most important stuff. The easier it is the least valuable it is!

Network/Channel Planning – 2 degrees of separation is more valuable than 6! The nearer the reference the better. Diverse demographics are more important than similarities;

Digital Planning – Everyone who links and posts online is weird. Statistically they are not the average. Start with the outliers, not the geeks;

Content Planner – Create for your audience. Find out what is interesting for people and build around it;

Lay Minister – Watch what’s really happening. Measure the fringe of what is going on around the community.

Check out waggledancers.com – how strategists create momentum inside companies; planningaboveandbeyond.com; @tweetpsyche is worth checking out.

3. John V Willshire Head of Innovation at PHd on Building Bonfires (@willsh)

Opened with the great analogy that advertising is fireworks, and social media is a bonfire!

Fireworks are expensive and die fast (and are easy to measure);

It takes time to build the bonfire but eventually friends join in and bring more wood;

It took Dell 18 months to make $1m and the 6 months to make $2m, etc;

Nike SB is their bonfire (he showed a video of a skate boarder having his skateboard run over by Ice T);

Day by day growth is key. Make today better than yesterday (Keith Meyer).

A great session, made even greater by drinks and good conversation afterwards... see you atthe next one?!



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