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Measuring Campaign Effectiveness: Disney Online

Lithium Alumni (Retired)

It was such an honor to have James Smith, VP of Advertising for Disney Online (Disney.comFamily.com,FamilyFunKaboose and BabyZone), up on stage with me at Web 2.0 in New York talking about one aspect of“operationalizing” social media - measuring campaign effectiveness and real-time optimization. His deep-dive case study had the entire audience sitting up straight and taking frantic notes.

 

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James eloquently walked through data and graphs showing how he and his team use social media data from Scout Labs throughout the lifecycle of major Disney Online campaigns.

 

  • Pre-sales. 
    Disney uses Scout Labs to offer a new dimension to the traditional media metrics firms. According to the old-school metrics, Disney and competitor properties were “equal”, but when you looked at the social media metrics for Disney properties, they won hands-down. Disney’s properties are clearly earning more social media buzz and attention than its competitors, which if great data to share if you are trying to close a big deal!

  • Mid-campaign. 
    Of course, Disney doesn’t rest on its laurels once its won a big media partnership. It launches a major media campaign and aggressively tracks buzz, sentiment, sentiment trending and even customer quotes to understand the impacts its efforts are having out in the real world. They have developed a smart methodology of creating benchmarks of key social media metrics before launch, then measuring lift and optimizing tactics throughout the campaign to ensure maximum impact and effectiveness.

  • Post-campaign. 
    At the end of a promotion or campaign, everyone wants to see metrics. Thanks to a continuously updated dashboard, at least on the social media side, there are few surprises at the end. But Disney takes the all-important step of combining e-commerce and other “hard” business success metrics with the social media impact data (as well as quotes from customers during the campaign) to give a more complete picture of campaign success.

Disney is a marvelous example of a company that constantly evolves its marketing discipline in keeping with the marketplace. They embrace new tools and technologies and look to new and deeper sources of market data—like social media—for success metrics. And you don’t have to be one of the biggest and most beloved brands in the world to have access to this kind of data and to engage in real-time campaign tracking and optimization.

 

You just have to be as smart as Disney to choose Scout Labs 😉

 

Previously posted on scoutlabs.com/blog on Dec 9, 2009

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‎05-17-2012 05:17 PM
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