This post was written by Thomas Schonenberger from Mediavision who was our guest at SES London last week.
Thursdays keynote at SES London was given by Jim Sterne, founder of the eMetrics marketing Optimisation Summit and current chairman of Web Analytics Association. Jim presented us some thoughts on what and why we should be measuring to gauge our effectiveness on Social Media. When we consider that everything we do these days involves other people and the community in some form or another, it is really important to consider the context in which we define “Social Media”. Essentially all channels are social media! Any platform that allows content to be easily distributed (not necessarily online) – this is how connected humans communicate with each other. It is going to be around for a while to come! Embrace it.
Jim opened with a bit of background on marketing, considering the good old days of trading: How many chickens for that sheep? We would negotiate till we had a deal – it was done face to face and one to one. That was till they invented a price tag! Then came factories and shipping. Now we do commerce with people we don’t know. So we need to make noise to sell product and we call that advertising. Repetition of your message builds trust and you create desire. In the hay day of advertising you needed a Logo, a slogan and a jingle and you were set! That was the only channel. Now with the interweb, it is about making noise – not just about how loud, but where to focus that and how best to tune it. (more…)