How can we measure the success of a social media campaign? What factors do Kaushik and others tell us must be considered when looking at the raw numbers?
The year was 2000, which is ancient history in terms of internet marketing. Budweiser came up with -as usual- a brilliant commercial, it had all the elements of a successful media campaign, catch slogan, funny scenario, and obviously, drunk dudes. To formalize, this commercial made into movies (Scary Movie), had millions of hits in YouTube, been talked about in blogs for years, and this is how I measured the success of this social media campaign.
Well to be fair, those years were not the perfect timing for internet marketing, feedback was limited compared to now, and the services were mostly not efficient in terms of raw data and analysis of information. Now we have Google!
Among many services it provides (even religion; Church of Google), one strikes as very useful for marketers in order to measure the impact of their web services and media campaigns, which is Google Analytics, it basically gives the company many information such as time spent on the website, click rates, links, search queries and many more. But how can a marketer use this data? This is the challenging question where IT people come in "very" handy. Tech-savviness (Yes I made up a word, sue me!) is natural for successful IT people and a skill they develop in time is how to read raw data and how to interpret, how to make things easier for people who thinks "the little "e" icon is the internet". Instead of mass e-mails with non-constructed feedback surveys, or telephone calls which people with Caller-ID would never pick up just to collect information about their campaign, companies should build the bridge between their IT and marketing departments and simply hire people like me!
To answer the second part of the question, it is essential to realize that raw data is as stated, raw. Educated and skilled people should know what to do with it and use proper criteria and queries to compare and contrast, it is not just the eyeballs on the website that would result in millions of dollars of revenue, or maybe the mention rate in the blogs doesn't mean everybody loves your product.This point of me is also in compliance with Kaushik's 10/90 rule which emphasizes the importance of analysis instead of data.
Defense rests your honor!
What does Kaushik say about this issue?
ReplyDeleteIn the video, Kaushik states the importance of data and if not analyzed properly, it is a waste. Also his emphasis on how investing on people and analysis would create value for the organization is striking. It is funny how companies keep their focuses narrow to their fancy ERPs or Integrated Software and they fail to realize there is few skilled employee to use them and get the best out of it.
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