Comments on: Joining up the dots: Part 1 http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/ If technology doesn't seem like magic, it's probably obsolete. Mon, 07 Sep 2009 11:37:19 +0200 hourly 1 By: No Man’s Blog - You have to be interesting first http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/comment-page-1/#comment-4864 No Man’s Blog - You have to be interesting first Mon, 20 Oct 2008 09:10:57 +0000 http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/#comment-4864 [...] recently told Jonathan that if there is anything simple in social media marketing it’s this triple-set rule that, at [...] [...] recently told Jonathan that if there is anything simple in social media marketing it’s this triple-set rule that, at [...]

]]> By: Jonathan http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/comment-page-1/#comment-4727 Jonathan Tue, 14 Oct 2008 07:59:49 +0000 http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/#comment-4727 Nice comment Asi. I suppose then you need to start looking at what ROI looks like and that might not be in line with traditional measures of it. FOr example - it could be that you're just being talked about more online. Or you have some great feedback from people to input into your latest product. Or you could end up finding your most passionate fans. All nice end results, but maybe not the gazillion page views or sales that might traditionally be expected? Nice comment Asi.

I suppose then you need to start looking at what ROI looks like and that might not be in line with traditional measures of it. FOr example – it could be that you’re just being talked about more online. Or you have some great feedback from people to input into your latest product. Or you could end up finding your most passionate fans. All nice end results, but maybe not the gazillion page views or sales that might traditionally be expected?

]]> By: Asi http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/comment-page-1/#comment-4725 Asi Tue, 14 Oct 2008 07:27:55 +0000 http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/#comment-4725 I think that the causation myth of social media ("leverage social tools to create buzz and demand for your product") is the #1 reason for failing campaigns. Marketers don't get the fact that social media can only amplify what people will think about you, your products or services. If you're great - people will talk about you If you're shite - people will talk about you even more If you're insignificant - people will ignore you There is no magic in social media - and if ROI is your first concern than you probably will fail. I think that the causation myth of social media (“leverage social tools to create buzz and demand for your product”) is the #1 reason for failing campaigns.

Marketers don’t get the fact that social media can only amplify what people will think about you, your products or services.

If you’re great – people will talk about you
If you’re shite – people will talk about you even more
If you’re insignificant – people will ignore you

There is no magic in social media – and if ROI is your first concern than you probably will fail.

]]> By: Jonathan http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/comment-page-1/#comment-4663 Jonathan Thu, 09 Oct 2008 10:01:50 +0000 http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/#comment-4663 @The Red Rocket (Phil!) good point. I guess with social media campaigns, they are quite often measured up against PPC campaigns, so things sometimes quite literally come down to the cost per sale figure comparison across the mix - which traditional PR rarely does I think. re magic bullet. LOL. That's what everyone's looking for and you're right, it's not really an on-the-shelf, always in stock item. @The Red Rocket (Phil!) good point. I guess with social media campaigns, they are quite often measured up against PPC campaigns, so things sometimes quite literally come down to the cost per sale figure comparison across the mix – which traditional PR rarely does I think.

re magic bullet. LOL. That’s what everyone’s looking for and you’re right, it’s not really an on-the-shelf, always in stock item.

]]> By: The Red Rocket http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/comment-page-1/#comment-4662 The Red Rocket Thu, 09 Oct 2008 09:31:39 +0000 http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/#comment-4662 "Almost half social media campaigns will fail". Not surprising. In marketing generally most stuff fails. Think of old fashioned DM. Only a couple of % of people respond. A 98% failure. Advertising is the same. It misses most people it's trying to influence. Yet, sometimes stuff works. Marketing people try to get a handle on it and measure it all so they can repeat it (at least online ads are better in this respect and there therefore relatively recession-proof). Trouble is, there's no magic bullet on all this stuff. “Almost half social media campaigns will fail”.

Not surprising. In marketing generally most stuff fails. Think of old fashioned DM. Only a couple of % of people respond. A 98% failure.

Advertising is the same. It misses most people it’s trying to influence.

Yet, sometimes stuff works. Marketing people try to get a handle on it and measure it all so they can repeat it (at least online ads are better in this respect and there therefore relatively recession-proof). Trouble is, there’s no magic bullet on all this stuff.

]]> By: Jonathan http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/comment-page-1/#comment-4655 Jonathan Wed, 08 Oct 2008 07:34:01 +0000 http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/#comment-4655 @Robin - definitely, but it's even tougher right?! Especially in the absence of all those nice ways of measuring effectiveness 100%? Come to think about it though, I wonder how precise all the measurements for the effectiveness of ad campaigns are and which brands actually do the whole lot? @Robin – definitely, but it’s even tougher right?! Especially in the absence of all those nice ways of measuring effectiveness 100%? Come to think about it though, I wonder how precise all the measurements for the effectiveness of ad campaigns are and which brands actually do the whole lot?

]]> By: Robin http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/comment-page-1/#comment-4654 Robin Wed, 08 Oct 2008 07:24:57 +0000 http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/#comment-4654 Watching the Doritos video, I can't help thinking of iGoogle. You create your screen and put all the stuff in you like. I agree with your three points, but I reckon with the brown stuff hitting the fan in the economy more pressure will be put on marketers to look for the short term gain and limit the amount of new things they try. I guess now is the time, more than ever, where we need to stick to what we believe is the right thing to do for brands we represent Watching the Doritos video, I can’t help thinking of iGoogle. You create your screen and put all the stuff in you like.
I agree with your three points, but I reckon with the brown stuff hitting the fan in the economy more pressure will be put on marketers to look for the short term gain and limit the amount of new things they try. I guess now is the time, more than ever, where we need to stick to what we believe is the right thing to do for brands we represent

]]> By: Damien Mulley » Blog Archive » Yiz are all http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/comment-page-1/#comment-4650 Damien Mulley » Blog Archive » Yiz are all Wed, 08 Oct 2008 00:04:56 +0000 http://middledigit.net/2008/10/07/joining-up-the-dots-part-1/#comment-4650 [...] If you're new here, you may want to subscribe to my site using a feedreader or email. Thanks for visiting - Damien.Via Jonathan. [...] [...] If you’re new here, you may want to subscribe to my site using a feedreader or email. Thanks for visiting – Damien.Via Jonathan. [...]

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