I chatted to a couple of PR, marketing and online industry people last night at the Heavy Chef session in Johannesburg. Thanks so much to Fred and Louis for the invitation – hopefully I managed to impart some small bits of social media wisdom or at least share my experiences.
Thanks to Lisa Clark from Sentient Communications we were also prompted to have an interesting debate about traditional PR measurement vs the new Social Media ‘measurement’ theories of community building and customer connections. It’s a topic that will be discussed for a long time to come I’m sure.
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The presentation I gave is below.
Filed under: Presentation
Nice preso – thanks for sharing. Love the cartoon – heh heh!
What were the headlines of the measurement debate?
Hi Van
shoo…how much time do you have?
Thanks
Ok the basics are ppl are used to PR being measured in terms of columns, airtime blah blah and then you hand over the fat file to the ceo at the end of the month and he can say ok I spent X and got Y coverage…..*yawn* – it always annoyed me.
The idea with online work is that we’re building communities, getting to know the end consumer by name, by habits, likes, dislikes and then recruiting brand fans to push brands further. The real value for me is in that but it’s a mindshift that needs to happen.
My question also is so if you take a full page ad in a mag or have an interview on radio you have no idea who is at the other end….you just have RAMS and AVE and whatever else that spits out a figure and makes the ROI clear in terms of Rands and cents but does it help you identify your loyal consumers and keep them happy? No…..
A long debate that will continue for ages until we can show real community building case studies and somehow link that back to revenue generation.
[...] follow up. Glitches notwithstanding, we were enthralled by the presentation by Mel Attree on “Connecting with Online Communities” and the conversation on measurement initiated by Lisa Clark of [...]
It’s a bit of a minefield, isn’t it. I’d also love to get my head around how to measure the way the various channels in a really integrated campaign can enhance the other channels. So mobile drives web drives traditional – and all other combinations as well.
this is great stuff!
lol