Here’s a shout out to my traveling companion from the Get Real World Tour, Sean O’ Driscoll (@seanodmvp) from Ant’s Eye View. If I hadn't been
hosting this event, I would have been tweeting my heart out. Sean seems to have
mastered the 140- character quip. Plus, he’s a real crowd pleaser.
Here’s one of my favorites. Sean said: “If the business objective
of your social strategy isn’t at least 20 years old, it isn’t a good one”.
Okay, I paraphrase shamelessly.
But you get it.
So tweets, likes, fans, followers, mentions…all these don’t
I am not trying to say that these things are unimportant.
They matter. But they aren’t sufficient. We all need to be measuring outcomes,
not activities. Marketers often like to point at all they are doing, not what they are ultimately accomplishing.
To be fair, that’s because it is often incredibly hard to
When Sean talks about business objectives, I think he is
saying the same thing: moving your business forward is about driving to
And that shows up like:
Growing your top line
Improving your spend per customer
Improving overall customer satisfaction and
Yes, all those things were all likely candidates for
business objectives twenty years ago.
Please don’t get me wrong. This is not a criticism of social
engagement and what it can do for you at an awareness level. But as we all get
more sophisticated, we need to push further to answering the questions about
what this ultimately does for the business.
I saw WOMMA cite a great case study today about Cumberland
Farms and a campaign that they did with the Chill Zone. It had all the nice buzz and creative
elements, but then the punchline:
1. The Free-Chill-Zone-Day Challenge was an
overwhelming success surpassing
2. 80,000 Chill Zones were
sold - half of which were attributed to the Facebook password given to fans.
3. 50% of sales were attributed to the fan page and word of mouth.
There you go Sean.
Because growing sales is totally way more than 20 years ago.