Group items tagged

"Engagement is such a grand concept that relates to everything from purchasing and repeat usage to satisfaction and recommendation behavior. Customer intelligence professionals want to nail it down and measure their customers' level of engagement, but they have trouble nailing down a precise model to do so. We have a new case study that details how one organization, Channel 4, the UK media outlet, decoded engagement."

Competing on analytics sounds like a good thing, but is your organization actually living it? This past week at the OMMA Metrics and Measurement conference in San Francisco, we heard several agencies talk about how analytics aren't just a piece of the business, but are the key drivers in helping their clients kick the s#$t out of their competitors. Knowing how to successfully arbitrage and optimize the trigger points of the entire funnel through the use of technology and ingenuity takes not just smart minds but incredible discipline and stamina.

From a large and diverse pack, Forrester singles out Interpublic's R/GA, WPP's VML, Sapient Interactive, and WPP's Ogilvy Interactive as leading all interactive agencies "because of their overall strategic skills, execution and development capabilities, measurement and analytics skills, social and emerging media prowess, unique company visions, and high client ratings," according to Forrester analyst and report author Sean Corcoran. WPP's Wunderman, Razorfish, and Omnicom's Organic also ranked as "leaders" in the space, while slightly less auspicious "strong performers" included Omnicom's RAPP, Interpublic's Draftfcb, Rosetta, and AKQA.

About one month after the release of our Shift Index report, one question that keeps coming up is whether we can offer a succinctly define what the Big Shift is that our Shift Index seeks to measure. Given the magnitude, depth and far-reaching impact of the Big Shift, succinctness is a challenge.  At the highest level, we would characterize the Big Shift as moving from a world of push to a world of pull.  In other words, given the growing uncertainty in the world around us, we must master a new set of techniques required to access, attract and accumulate resources to unleash peer based learning in far more flexible ways than conventional push programs permit.

Brown-Forman's Southern Comfort brand -- weary of jostling for notice with other spirits brands during the narrow nightly window when they are permitted to advertise on cable -- is taking its entire media buy digital, allowing it access to programs online it couldn't touch on TV. SoCo is a presenting sponsor of Playboy's 'Uncovered.' SoCo is a presenting sponsor of Playboy's 'Uncovered.' Last year, SoCo spent $6 million of its $8 million measured media outlay on cable TV, and another $1.5 million on magazine ads. This year, both those numbers will drop to zero in favor of online properties such as Facebook, Spin, Fader, Pitchfork, Thrillist and Hulu.

Recently I noticed my reports are beginning to morph into something an executive can actually sink their teeth into. The first couple of reports to Sr. Management were mostly social media activities, which looked more like how I was spending my time versus what is being contributed to the bottom line. The aha moment came after sharing a deck created a couple of months ago with Jeremiah Owyang. His comment was that we were not measuring business goals. instead it was all 'social media metrics' which are mostly meaningless.

Thanks to everyone who shared comments on the last post about measurement. As I mentioned a key learning to increase executive commitment to social media was the need to move beyond reporting just social media metrics. We need to show how our activity is impacting business outcomes that matter to executives.

If you weren't around Twitter Friday afternoon, you might've missed that Bryan Person and I launched a new chat, #CmtyChat. Sure, there are a lot of great chats out like the original, #JournChat, but we felt the increasing need to talk about the growing business of online communities and how community managers are building, managing, and measuring those communities.

There's much excitement around Web 2.0, but many IT professionals are still confused about what exactly constitutes Web 2.0. Many are also shockingly unprepared for the security risks that come with Web 2.0 use in the workplace. When they hear the term Web 2.0, many IT professionals automatically think of personal social networking sites and they restrict employee access in an attempt to manage productivity. But, as Knowledge Center contributor Jim Haskin explains, Web 2.0 is much more than just social networking, and Web 2.0 applications are delivering measurable business benefits.

More interestingly to me, though, is that Razorfish reveals in this report a new influence metric call the SIM Score, or social influence marketing measure. The score has two attributes the report calls, "critical." First is the total share of consumer conversations the brand in question has online. The other is the degree to which customers like or dislike your brand when they talk about it online, or a sentiment score.

THE BOTTOM LINE: Nearly half of office employees access Facebook during work. Nucleus found companies effectively lose an average of 1.5 percent of total office productivity when employees can access Facebook during the work day.