More on John Bell's presentation from PRSA International Conference
The Aveeno campaign included connecting people to the YouTube timelapse video of chalk artist Julian Beaver creating one of his outstanding 3D chalk sidewalk drawings. They created a Flickr gallery for the press and consumers, with the twin goal of activating the media, and also activating the Julian Beaver fanbase.
Making content shareable helps meet the key goals of engaging consumers through social media, giving people a voice, embracing third party messages, but also leveraging the ability of social media to enhance search engine positioning.
John really gets outstanding when he goes into the measurement metrics. His measurement suite includes the following elements:
Engagement and Reach
Word of Mouth
# of mentions
# of posts
# of recommendations
# of mentions per user
# sent to friends
Share of search
The breadth of this measurement suite is really comprehensive. We should all be striving to provide this value to our clients in the overall evaluation of social media campaigns.