It was such an honor to have James Smith, VP of Advertising for Disney Online (Disney.com, Family.com,FamilyFun, Kaboose 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.
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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You all know Heelys — the roller skate / shoe hybrids that are beloved by “kids” of all ages. Well, Heelys and their savvy agency partner, 358 Communications, are using Scout Labs to get a real-time beat on who’s wearing Heelys and what product or communications issues might exist they can solve.
For instance, they noticed a number of people asking whether the shoes come in adult sizes (which they do!), so Heelys is now looking at campaigns to get that message out.
They have also used Scout Labs to find the all-important celebrity sightings. Right now Heelys is seeking endorsements and partnerships with a number of celebrity Heelys fans.
Previously posted on scoutlabs.com/blog on Feb 12, 2009
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OpenDNS, a leading provider of free recursive Domain Name Service (DNS) with Web content filtering and phishing protection, has some very savvy social media folks on board. They are very active in the blogosphere and have an avid (and vocal) fan base.
They have been using Scout Labs for the last few months and have really been enjoying the comprehensive email alerts that we push to them daily.
“This is fantastic!” — Allison Rhodes, Director of Marketing at OpenDNS
OpenDNS is getting creative with its searches, as well. In addition to tracking OpenDNS and its DNS-guru and founder David Ulevitch, the team is looking for people out across the Internet who are having problems with web content filtering or those looking for a better solution. Helpful tips and information from proactive OpenDNS team members are delighting potential customers.
Previously posted on scoutlabs.com/blog on Feb 2, 2009
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The team over at Focus Features have had their eye on social media buzz for many months now — keeping a close eye on the conversations around their critically acclaimed film Milk.
For months, they have been using Scout Labs to watch Oscar-talk about Milk and Sean Penn building, so the five Oscar nominations last week were hugely exciting — best actor, best picture, best original screenplay, best original score, and achievements in editing!
But the celebration was short-lived as they now tune their searches to best picture picks and Oscar predictions. We’re crossing fingers for you, Focus Features!
Photo Source: Celeb9.com
Previously posted on scoutlabs.com/blog on Jan 23, 2009
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Marketing is not the only thing in the throes of revolution. The old customer service mentality of waiting for the customer to come to you needs an update as well. StubHub is a beta user of Scout Labs and they are definitely taking a fresh approach to customer service.
Service is incredibly important to StubHub and they have a huge team of reps ready and eager to take care of calls and emails when they come in. But inbound call volume have been dropping in recent years, even while customers and revenues increase.
The reason? Customers have additional channels for expressing their frustration these days. If someone buys tickets that are invalid, customers are starting to turn to blogs, Twitter, and message boards before they pick up the phone. Now, by seeking out complaints and problems expressed in social media, StubHub’s service team is proactively solving customer problems — a move that is surprising and delighting customers.
Scout Labs experiences this ourselves — no matter how often we give out our customer service contact information, we often find user questions and problems on blogs or on Twitter first. Of course, by using our own product, we find them right away and take care of them, but it’s a brave new world indeed.
Photo source: www.gatorboosters.org
Previously posted on scoutlabs.com/blog on Jan 7, 2009
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