Comments on: Starbucks and measuring social media http://eleanorbaird.com/2009/05/23/starbucks-social-media-metricsadvertising-twitter-facebook/ a blog about media, advertising, & consumer behavior Wed, 03 Jun 2009 16:07:32 +0000 hourly 1 http://wordpress.com/ By: Craig Oda http://eleanorbaird.com/2009/05/23/starbucks-social-media-metricsadvertising-twitter-facebook/#comment-5 Craig Oda Wed, 03 Jun 2009 16:07:32 +0000 http://eleanorbaird.com/?p=62#comment-5 I don't have that much experience with non-tech consumer brands and certainly don't deal with anything like Starbucks. However, I do manage the campaigns for dozens of companies in Silicon Valley, including big companies like Cisco and small venture-funded companies. Basically, I think that social media needs to be measurable. In this example, it would be easy to create a number of custom URLs and hashtags for Starbucks coupons and contests that are only accessible through the Twitter channel. By measuring the viral distribution of these identifiers, you can see if anyone is sharing the information online. You can then assess the cost associated with this channel to distribute information. I have more information on my blog below. http://blog.socialmediasurfer.com/2009/06/social-media-cost-per-click-analysis.html Our next analysis will most likely show Twitter CPC at less than $1.00 for B2B tech companies, placing it lower than Google AdWords for the same target audience, even without adding in the labor costs of managing the AdWord campaign. While I do agree that social media is a communications channel, I believe that the effectiveness of all marketing channels must be measured. I don’t have that much experience with non-tech consumer brands and certainly don’t deal with anything like Starbucks. However, I do manage the campaigns for dozens of companies in Silicon Valley, including big companies like Cisco and small venture-funded companies.

Basically, I think that social media needs to be measurable. In this example, it would be easy to create a number of custom URLs and hashtags for Starbucks coupons and contests that are only accessible through the Twitter channel. By measuring the viral distribution of these identifiers, you can see if anyone is sharing the information online. You can then assess the cost associated with this channel to distribute information.

I have more information on my blog below.

http://blog.socialmediasurfer.com/2009/06/social-media-cost-per-click-analysis.html

Our next analysis will most likely show Twitter CPC at less than $1.00 for B2B tech companies, placing it lower than Google AdWords for the same target audience, even without adding in the labor costs of managing the AdWord campaign.

While I do agree that social media is a communications channel, I believe that the effectiveness of all marketing channels must be measured.

]]> By: Local Marketing http://eleanorbaird.com/2009/05/23/starbucks-social-media-metricsadvertising-twitter-facebook/#comment-3 Local Marketing Sun, 24 May 2009 01:51:53 +0000 http://eleanorbaird.com/?p=62#comment-3 I agree that a great many companies are entering the Social Networking arena because they are told to. But generating revenues from these presences like Twitter is almost as big a challenge as making money off of Twitter themselves. You make several very good points about leveraging these sites for gain. I especially appreciate the bring a friend to Starbucks Campaign. Great Idea! Thanks I agree that a great many companies are entering the Social Networking arena because they are told to. But generating revenues from these presences like Twitter is almost as big a challenge as making money off of Twitter themselves.

You make several very good points about leveraging these sites for gain.

I especially appreciate the bring a friend to Starbucks Campaign. Great Idea!
Thanks

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