Paris rainbow

What, exactly, is the value of social?

We’re one week from the European AMEC Summit – the Association for the Measurement and Evaluation of Communication. AMEC and The Conclave have been working hard to agree social media measurement standards for presentation at the summit, on: content sourcing and methods; reach and impressions; engagement; influence and relevance; and sentiment and advocacy.

You can read about our contribution to the deliberations on influence and the resulting WOMMA guidebook here.

The final part of this standards initiative is perhaps the most controversial: impact and value. We like to think that this aspect is a particular strength of our consultancy, so we’ve just circulated the following slidestack for discussion. It’s not for the summit per se, but to inform the direction AMEC and The Conclave take afterwards.


Image source.

ZMOT

ROI and ZMOT – depends on the question you’re asking

ZMOT eBookIt’s just over five weeks since our page on ROI went live, and I got grilled on the topic during Social Media Week. Overwhelmingly, the feedback can be categorised with just one keyword, or one acronym to be precise – ZMOT.

The truth – well perhaps a fraction of it at least

For those unfamiliar with these four letters, they stand for Zero Moment Of Truth, an e-book Google published in 2011.

The follow-up ZMOT Handbook (available at the same URL) summarises the main cause for consideration here. In Section 4.2, Join The Attribution Revolution, the Handbook asks: “What do people see that makes them want to buy?”

The question is answered with reference to Google’s multi-channel attribution capabilities:

Unlike channel-specific measurements, multi-channel attribution doesn’t spit out binary results — paid search or display. It jumps silos to analyze how channels work together. At last, you can tell the CMO how your email, SEO and social campaigns helped a sale that got “closed” by paid search.

As more attribution technology has rolled out, adoption has passed a tipping point. We predict that over the next few years, attribution will become standard procedure in digital marketing departments in the mid-market and above.

Such capability is immensely powerful, of that we are in no doubt. Indeed, we help clients define, set-up and manage multi-channel attribution. But here’s two reasons why ZMOT does not contradict our assertions here.

Oakland Bay Bridge

Influence: Socializing the Enterprise – my presentation at Dreamforce 2011

Salesforce.com’s CEO Marc Benioff is excited that there are 45,000 delegates registed for this week’s Dreamforce conference in San Francisco. It sure is one helluva a show, and I particularly appreciated the Metallica and Will.i.am gig last night.

The theme for this year’s conference is the socialization of the enterprise and the reason for my invitation to present to the Executive Summit yesterday and delegates at large today. [Disclosure: Salesforce.com is paying me to be here.]

There can be no doubt that Salesforce.com is on a mission to help its customers make the social transition with as much emphasis placed on increasing the social exchange with employees and partners as customers and prospects, and this mission entailed the acquisition of Radian6 earlier this year.

When I spoke at the Radian6 Social2011 conference in April, I felt the excitement at the opportunity to meld the Radian6 and Salesforce.com worlds, but I hadn’t appreciated how fast this integration would take place. Simply gobsmacking.