360DigitalInfluence

In his famous visit to the Galapagos Islands, Charles Darwin developed a theory suggesting a link between the environment and evolution. He cataloged the incredible biodiversity of plant and animal life and the unique evolutionary quirks that allows these creatures to thrive.

B2B Marketers are sometimes considered to be behind the evolutionary curve of most digital trends when compared to their B2C brethren.  But like Darwin’s turtles in the Galapagos, the B2B Marcom species is evolving in this space because the social web environment happens to be extraordinarily well suited for their needs as they work to build trust, generate and convert leads, and provide a mechanism for sustained engagement.

Here’s how… continue reading

People hate Google Sidewiki. It’s an ugly word, but people hate Google Sidewiki. The internet is filled with frustration, angst, and incredulity of people who want to know a.) how to get rid of it and b.) how a company with a “Don’t Be Evil” mantra can look at themselves in the mirror after developing something that is so inarguably evil.

I love Google Sidewiki. It mixes the brand engagement of a Facebook Fan Page with the free speech of Twitter. I can now go to a brand’s website and tell future visitors how much I love a brand or how I think it could be better (constructive and fair, of course). If you had Google Sidewiki you could see how I recently sucked up to not only my boss, but also my boss’s boss. It’s great. continue reading

Please join us at an 8 am - 12 noon “unconference” on Friday, August 21st, in Atlanta - PR Camp Atlanta - organized by Dan Greenfield of Bernaise Source Media.

This event will be a fast-paced interactive learning experience free of panels and Powerpoint.   Learn and exchange ideas about social media relevance to senior executives, new approaches to measurement and effective sharing of knowledge.

We”ll be co-leading a session on measurement.  Here’s the full list of who’s helping guide the sessions:

- James Andrews, Managing Partner, Everywhere
- Melanie Babcock, SVP, Digital Strategy & Services, Manning Selvage & Lee
- Debbie Curtis-Magley, Public Relations Manager, UPS
- Bert Dumars, VP, E-Business & Interactive Marketing, Newell Rubbermaid
- Peter Fasano, Principal/Lead Catalyst, mass+logic
- Carol Flammer, Managing Partner, mRELEVANCE, LLC
- Christopher Jones, Digital Strategist, Ketchum PR
- Irfan Kamal, Vice President, Ogilvy 360 Digital Influence
- Katie Mingo, Senior Marketing Associate, Delta Airlines
- Marilynn Mobley, SVP, Strategic Counsel, Edelman PR
- Shirley Powell, SVP, Corporate Communications, Turner Broadcasting System
- Jenny Schmitt, President and Director of Client Strategy, CloudSpark

Register here.

Earlier today John Bell and I formally introduced the Conversation Impact(TM) measurement model at the Advertising Research Foundation’s Audience Measurement 4.0.  Here’s a brief overview of the model, its goals and planned evolution.

The model was developed by our team to provide brands with a comprehensive, recognizable framework for tracking social media campaigns.   We relied heavily on our experience with a range of social media campaigns for both B2B and B2C clients, and considered the types of questions and reporting requests we receive with every new project or request for information.

We focus on simplicity and comparability across media - the latter, to help guide marketers with media allocation.  We categorize our metrics into 3 areas, corresponding roughly to objectives and “marketing funnel” stages; each is shown below, with representative metrics (the metrics are selected based on unique client needs).   Included are both familiar and new metrics.

Image courtesy of Crimson Hexagon

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The CEO of Federated Media, Chas Edwards, presented a number of case studies from their network – and gave an overview of their thinking on social media measurement. continue reading

I’m at the Word of Mouth Marketing Associations WOMM-U event for the next day – and while there promises to be a wealth of content published here and through our team’s various twitter handles (@jbell99, @virginiamiracle, @iansohn, @tanyachadha) I’m going to focus my blog updates on measurement stories generated by the great brands in attendance.
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This week, John Bell and I delivered Facebook Bootcamp for PR, a one-hour training webinar for public relations and marketing professionals hosted by the Bulldog Reporter’s PR University. During the workshop, we shared
key strategies and best practices on how brands can build a successful Facebook strategy, engage with fans through Facebook, and add scale and impact to your Facebook presence through additions like applications and targeted advertising.

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Today’s interview comes from a conversation with Kristin Foster, a Digital Strategist at Ogilvy PR and the head of Facebook strategy for The Heart Truth Campaign.

As part of our Focus on Facebook series, we interviewed several Facebook experts and asked them the same four questions. Check out our previous interviews with Kevin Barenblat of Context Optional and Mike Hoefflinger of Facebook.

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Today’s interview comes from a conversation with Mike Hoefflinger, Director of Brand Product Marketing for Facebook where he oversees revenue-generating products for brand marketers.

As part of our Focus on Facebook series, we interviewed several Facebook experts and asked them the same four questions. Check out our previous interview with Kevin Barenblat of Context Optional and stay tuned this week for more interviews and materials from our upcoming presentation.

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As part of our Focus on Facebook series, we interviewed several Facebook experts and asked them the same four questions. Check back next week for more interviews and Facebook conversations.

The first interview comes from a conversation with Kevin Barenblat of Context Optional, a leading provider of Facebook solutions including branded applications, brandpage design, and social media advertising optimization. Context Optional’s clients include Microsoft, Timberland, Travel Channel, and McDonald’s.

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