Salsa Scoop
tag: ”blog:new media“
My Day with the Marketers
Submitted Wed Oct 10 2007 10:10:16 GMT-0400 (EDT)
Last week, I went to the New Media Marketing Conference offered by DMAW. My reason for going was that I wanted to see what for-profit's were doing with marketing in the days of web 2.0 goodness. Fear not, nonprofits; they're trying to figure out what we've been up to for the last few years.
Most of the conference was about the basics of "new media". Should you have a blog? Answer: probably. The most rousing contribution came from CC Chapman*, who delved into just how wide the reach of digital media is for for-profit companies. People are blogging, posting, Twittering, and Facebooking about YOUR company. Angry is better than silent, so pay attention.
The most interesting thing that I learned at the conference was how to measure the success of new media efforts. Here are the ingredients (and I apologize for not writing down who gave this presentation, but he was from Ogilvy.)
Engagement and Reach
-impressions
-unique visitors
-video's viewed
Word of Mouth
-number of mentions, posts, comments
-number of tell-a-friends sent
-inbound links
Earned media
-offline media mentions
-online media mentions
Search Visibility
-higher search results
-3rd party results
Research
-customer/stakeholder feedback
-product sampling
*I disagree with his insistence that Twitter matters. At least not for nonprofits doing the supporters-action-donations dance. If we're talking mobilization tactics al la Smart Mobs, then I could see it. I'm gonna put this one in the passing craze category. If someone would like to enlighten me, of course, this is the place to do it.