We are pleased to announce the launch of the Ryan*MacMillan report into social media, published by Contagious Magazine. (Click here for an extract and here to purchase) It was borne out discussions over the past year that made it clear to us that there is a great deal of interest amongst brands in investing in social media, but a shortage of straight forward information.
The result is that many working with brands are either unsure of how to plan their social media, how to measure and assess it or what best practice looks like. In response to this shortage we have developed this report which we hope will aid brands’ understanding of social media and therefor the ability to use it effectively.
Come up, come over and have a go. Its a very small tent but a very big show.
The report provides what we hope is a simple structure for two areas of complexity in social media;
- Overviews of five key areas of activity in social media covering what they are and what is best practice in blogging, narrowcasting, brand content and brand utility and commenting.
- How different audiences respond to different types of social media and what this activity looks like
It also includes an in-depth explanation of our KUDOS planning framework and how it can be used to plan and evaluate social media campaigns. To assist this we have included case studies that examine some actual campaigns using the KUDOS evaluation framework. Campaigns examined include GE’s Ecomagination content campaign, brand utility from Nike Plus, JetBlue’s YouTube activity, Ford’s Where are the Joneses, Method’s blogging activity and United Pictures Untraceable campaign as well as an examination of our own work for Sony BRAVIA Balls.
The report has been compiled with the considerable assistance of the editorial team at Contagious and with contributions from experts in various areas of social media practice including Mark Palmer at Maverick Planet, Joel Davis at Agency2, Tim Ireland from Bloggerheads, Flemming Madsen at Onalytica, Alex Burmaster at Neilsen’s Buzzmetrics, Justin Kirby from DMC, Graham Hansell from search agency SiteLynx and Nigel Shardlow from the mobile service Zygo.
So all that is left is to invite you to review the excerpts from the report as well as comment on the various articles that have been appearing on this blog including; how audiences behave in social media, what the future might look like and a survey of the various online conversation monitoring options that are available.
[...] R*M — Social media report with Contagious Magazine “…. we have developed this report which we hope will aid brands’ understanding of social media and therefor the ability to use it effectively.” — Useful. Thanks. pdf wrtj wherearethejoneses casestudy planning measurement marketing socialmedia [...]
[...] on this topic, see Leo and Dan’s Contagious description of social capital in the context of KUDOS). It offers amazing opportunities to gather information about markets, users and consumers; [...]