http://www.informationweek.com/articles/229401208
Article that suggest what we all already know – Social Media plays an important role in driving users to our owned sites. However, it is unclear how much traffic can be attributed to social media. It becomes even more difficult to attribute sales or acquisition data to social media.
Anyone has any good methodology?
An interesting question was brought up yesterday.
What was the difference between a Digital Campaign and a Social Campaign?
In the increasingly converged world that we live in, it is increasingly difficult to differentiate the difference between offline, digital and even social. Ideally, there is no real difference in the 2 types of campaign. However for argument purpose or for practical reasons, let me attempt to explain the 2.
Digital campaigns are those predominantly focused on a big idea or an activation that sits on a micro/minisite that draws consumers in from various media channels, including social. The activity happens in the “home” of the brand.
Social campaigns, on the other hand, start off directly from where the consumers already are. We go to the consumers home – within the social networks of their choice (i.e. Facebook, Twitter, or in China’s case, Renren, Kaixin, Weibo) and plant that big idea/activation within that social environment. Essentially, it is bringing the campaign to the consumers.
Having said all that, moving forward there will be greater integration between the 2 types of campaign. It will be increasingly important for brands when they launch a campaign to consider both the brand value that they want to portray in their digital campaign and ensure that it is align with the social aspects of their consumers. In fact, consumers are inherently social and if we fail to see that we will fail to connect with them.
