New High Score

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Archive for the ‘Social Media’ Category

Omniture Care

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Listen up, big business. Here’s how.

I’ve been saying this to folks for a while now, but never put it down.

@OmnitureCare (or Ben Gaines, as some may know him) is an excellent example of how businesses can engage users and customers using the internet (from e-mail to twitter to forums) . I often recommend him as an example to some of my clients.

I’m sure there are other good examples out there, but this is one I end up seeing very often. He is super quick to respond to people’s cribs and queries on (i think) every major web analytics forum there is.  At least, on all the ones that I am on. He even responded to a (very innocent) tweet this morning. I was just grumbling waiting for the report to load, given that it was taking long today.

Honestly, I’m not Omniture’s biggest fan – I find Google Analytics to be easier to use and more intuitive, but that’s just my opinion. YMMV. However, I have to use Omniture often because some of my clients use it, and it’s nice to have Ben on the networks, listening in, and jumping in when he feels he can contribute. I wager that he’s saved a lot of client attrition, though something like that would be hard to measure.

I think this is a great example of how a big corporation can spread some love and listen to the folks on the ground. Especially since, more often than not, everyone hates the big player. And that’s just natural.

It’s a simple lesson: listen.

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Written by newhighscore

November 24, 2009 at 1:12 pm

Measuring ‘Social Media’

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Liana Evans points us to Forrester’s Four Is of Social Media Measurement from this 2007 piece by Brian Haven.

To quote

“Marketing’s New Key Metric: Engagement” by Brian Haven of Forrester Research identifies four areas of engagement that can be measured. Engagement is the name of the game when it comes to social media and measuring successes and failures.

  • Involvement: Just how involved is the community you’re engaging with? Are they visiting your site? Are they subscribing to your blog? How many video views do you have? Did they request information from your site or from a member of your team?
  • Interactions: How are your efforts working in the way of gauging interactions? Are fan visits to your fan page increasing? Have those fans started conversations? How many replies to a post in a forum have you received? How many comments are your blog posts getting?
  • Intimacy: Intimacy demonstrates the level of comfort/love/hate your audience feels with your company brands, products, or services. How much user generated content such as videos, photos, blog review sites or even threads in forums are being generated around your company? How many ratings are you receiving? What is the sentiment of your ratings or product/service comments?
  • Influence: Just how much influence are your efforts (or those of other influencers) having on your strategy? How willing are people to recommend you? Did you get a brand awareness lift with your efforts? Are influencers sharing their opinions and are they creating user generated content around your products/services?

More on this soon, I hope.

Written by newhighscore

September 1, 2009 at 10:11 am