Comments for A Fuller View http://afullerview.wordpress.com A Blog about the Internet, media, science-tech & more Thu, 02 Jul 2009 15:07:31 +0000 http://wordpress.com/ hourly 1 Comment on Cheers to Social Media – a social media marketing case study by Social Media and Local Events « Screenwerk http://afullerview.wordpress.com/2009/06/12/cheers-to-social-media-a-social-media-marketing-case-study/#comment-468 Social Media and Local Events « Screenwerk Thu, 02 Jul 2009 15:07:31 +0000 http://afullerview.wordpress.com/?p=765#comment-468 [...] Media and Local Events By Greg Sterling Dylan Fuller has an excellent case study reflecting how he and a colleague successfully used social media sites like Facebook and Twitter to [...] [...] Media and Local Events By Greg Sterling Dylan Fuller has an excellent case study reflecting how he and a colleague successfully used social media sites like Facebook and Twitter to [...]

]]> Comment on Cheers to Social Media – a social media marketing case study by dylanfuller http://afullerview.wordpress.com/2009/06/12/cheers-to-social-media-a-social-media-marketing-case-study/#comment-467 dylanfuller Tue, 16 Jun 2009 10:30:33 +0000 http://afullerview.wordpress.com/?p=765#comment-467 Thanks, Dan C - great comments and insight into social media ROI measurement. Remind me to buy a pint at the 2nd Wandsworth Common Beer Fest in October 2009! Thanks, Dan C – great comments and insight into social media ROI measurement. Remind me to buy a pint at the 2nd Wandsworth Common Beer Fest in October 2009!

]]> Comment on Cheers to Social Media – a social media marketing case study by DanC http://afullerview.wordpress.com/2009/06/12/cheers-to-social-media-a-social-media-marketing-case-study/#comment-466 DanC Tue, 16 Jun 2009 07:39:21 +0000 http://afullerview.wordpress.com/?p=765#comment-466 Great case study! What I like most about it is that through the social media seeding, and sales through Eventbrite you had a pretty controlled environment for your experiment, allowing you to measure ROI effectively, and less ambiguously than many others are doing. Measurement of any campaign depends on success against objectives - if the objective is reach, and sometimes it is, then fine, delivery metrics are what you need. If the success is based on revenue or footfall, then measure that. The problem comes in the greyer areas, like for films, for example. There are so many determinants of a film's performance (quality of the film, stars, other media activity, other films out that week, other events on that week etc), so you need to find proxies to measure against instead for that part of the campaign. & If these are the problems with films, just think of the problems you've got with cars! I've seen various models of this sort of measurement using proxies, assigning values to blog posts, re-tweets etc, and some of these are persuasive, but it's really all about having clear campaign objectives and then a way to measure against that. In your case it was a local, short term revenue and footfall goal, and from your results you definitely acheived ROI on that! Great case study!

What I like most about it is that through the social media seeding, and sales through Eventbrite you had a pretty controlled environment for your experiment, allowing you to measure ROI effectively, and less ambiguously than many others are doing.

Measurement of any campaign depends on success against objectives – if the objective is reach, and sometimes it is, then fine, delivery metrics are what you need. If the success is based on revenue or footfall, then measure that.

The problem comes in the greyer areas, like for films, for example. There are so many determinants of a film’s performance (quality of the film, stars, other media activity, other films out that week, other events on that week etc), so you need to find proxies to measure against instead for that part of the campaign. & If these are the problems with films, just think of the problems you’ve got with cars!

I’ve seen various models of this sort of measurement using proxies, assigning values to blog posts, re-tweets etc, and some of these are persuasive, but it’s really all about having clear campaign objectives and then a way to measure against that.

In your case it was a local, short term revenue and footfall goal, and from your results you definitely acheived ROI on that!

]]> Comment on Cheers to Social Media – a social media marketing case study by links for 2009-06-15 | Working Three | Direct Marketing, Direct Branding http://afullerview.wordpress.com/2009/06/12/cheers-to-social-media-a-social-media-marketing-case-study/#comment-465 links for 2009-06-15 | Working Three | Direct Marketing, Direct Branding Tue, 16 Jun 2009 03:07:32 +0000 http://afullerview.wordpress.com/?p=765#comment-465 [...] Cheers to Social Media – a social media marketing case study « A Fuller View (tags: marketing socialmedia twitter socialnetworking Casestudy) [...] [...] Cheers to Social Media – a social media marketing case study « A Fuller View (tags: marketing socialmedia twitter socialnetworking Casestudy) [...]

]]> Comment on Cheers to Social Media – a social media marketing case study by Monika Lorincz http://afullerview.wordpress.com/2009/06/12/cheers-to-social-media-a-social-media-marketing-case-study/#comment-464 Monika Lorincz Mon, 15 Jun 2009 14:26:32 +0000 http://afullerview.wordpress.com/?p=765#comment-464 Great case study. Real time search and social media are indeed great marketing tools. Monika Lorincz monika@surchur.com http://surchur.com/ Blog: http://blog.surchur.com/ Twitter: @surchur Great case study. Real time search and social media are indeed great marketing tools.

Monika Lorincz
monika@surchur.com
http://surchur.com/
Blog: http://blog.surchur.com/
Twitter: @surchur

]]> Comment on Cheers to Social Media – a social media marketing case study by dylanfuller http://afullerview.wordpress.com/2009/06/12/cheers-to-social-media-a-social-media-marketing-case-study/#comment-463 dylanfuller Sun, 14 Jun 2009 18:42:55 +0000 http://afullerview.wordpress.com/?p=765#comment-463 Aloha! Thanks for the comment. Great to know someone in one of my favoriate places - Hawaii - is taking a notice... I've actaully speant more time in Fiji than Hawaii so will say: "Bula Vinaka for reading the case study!" :-) Aloha! Thanks for the comment. Great to know someone in one of my favoriate places – Hawaii – is taking a notice… I’ve actaully speant more time in Fiji than Hawaii so will say: “Bula Vinaka for reading the case study!” :-)

]]> Comment on Cheers to Social Media – a social media marketing case study by Staff http://afullerview.wordpress.com/2009/06/12/cheers-to-social-media-a-social-media-marketing-case-study/#comment-462 Staff Sun, 14 Jun 2009 15:44:41 +0000 http://afullerview.wordpress.com/?p=765#comment-462 Following your case study with great interest as we have a dedicated volunteer growing the twitter and YouTube presence. http://twitter.grader.com/location/?location=hilo www.youtube.com/easthawaiiculture www.twitter.com/easthawaiiarts Mahalo for sharing your process and successful campaign with us! Following your case study with great interest as we have a dedicated volunteer growing the twitter and YouTube presence.

http://twitter.grader.com/location/?location=hilo
http://www.youtube.com/easthawaiiculture
http://www.twitter.com/easthawaiiarts
Mahalo for sharing your process and successful campaign with us!

]]> Comment on The Pirate Bay – a very few comments by dylanfuller http://afullerview.wordpress.com/2009/04/23/the-pirate-bay-a-very-few-comments/#comment-456 dylanfuller Wed, 13 May 2009 18:39:13 +0000 http://afullerview.wordpress.com/2009/04/23/the-pirate-bay-a-very-few-comments/#comment-456 You speak the truth, Cam. Thanks for the comments. Its not just the movie industry but also TV (lots of great video content that you simply can not buy anywhere). I see nothing but missed business opps. The problem is not copyright but bad business (or crap services) from established media players for the consumer. Bring on the revolution! You speak the truth, Cam. Thanks for the comments. Its not just the movie industry but also TV (lots of great video content that you simply can not buy anywhere). I see nothing but missed business opps. The problem is not copyright but bad business (or crap services) from established media players for the consumer. Bring on the revolution!

]]> Comment on The Pirate Bay – a very few comments by cam http://afullerview.wordpress.com/2009/04/23/the-pirate-bay-a-very-few-comments/#comment-455 cam Mon, 11 May 2009 09:44:57 +0000 http://afullerview.wordpress.com/2009/04/23/the-pirate-bay-a-very-few-comments/#comment-455 too true - i read a pirate's dilema not too long ago too. what strikes me is how the movie industry is poised to repeat all the same mistakes as the record industry has. the other issue right now is that the pirate's have one more trick up their sleave - SSL - using this will render any form of internet blocking software currently being pushed by various governments useless and result in closed torrent networks which will be impossible to police. record companies talk about lost revenue from CD sales - what about the lost revenue from internet downloads? if they don't provide a service how do they expect to make money? too true – i read a pirate’s dilema not too long ago too.

what strikes me is how the movie industry is poised to repeat all the same mistakes as the record industry has.

the other issue right now is that the pirate’s have one more trick up their sleave – SSL – using this will render any form of internet blocking software currently being pushed by various governments useless and result in closed torrent networks which will be impossible to police.

record companies talk about lost revenue from CD sales – what about the lost revenue from internet downloads? if they don’t provide a service how do they expect to make money?

]]> Comment on News International Invests in Globrix – A New Property Search Engine by Justin http://afullerview.wordpress.com/2007/10/30/news-international-invests-in-globrix-a-new-property-search-engine/#comment-454 Justin Thu, 30 Apr 2009 14:55:30 +0000 http://afullerview.wordpress.com/2007/10/30/news-international-invests-in-globrix-a-new-property-search-engine/#comment-454 Unless zoomf gets a real team to overhaul the user experience and the functionality they'll lose the race pretty quickly. It's all over the place, no clue what it's doing and fails the customer on so many levels. Not good chaps. Unless zoomf gets a real team to overhaul the user experience and the functionality they’ll lose the race pretty quickly. It’s all over the place, no clue what it’s doing and fails the customer on so many levels. Not good chaps.

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