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Posts Tagged ‘performance measurement’

Service-Oriented Advertising?

Posted by TeamITI on March 28, 2009

socialmediaspreadHooman Radfar discusses some interesting ideas about the need of an additional dimension in web metrics.  His key statement in his post:

It’s not just about reach and frequency – it’s about spread.

We are no longer satisfied with reach and frequency as a measurement, but instead we want to know how our messages are spreading and shifting as they make their way through services like Facebook, Twitter, YouTube and more. These two shifts should be looked at as parallel. Siloed pages are giving way to connected applications. And impression based programs will eventually give way to programs that leverage the connected nature of those applications to deliver and understand the dissemination of their message.

This all makes sense. The trick is how to go about implementing a strategy.

So the the task at hand his to

  • strategically choose the (brand) message you want to go viral
  • spread that message efficiently on social networks
  • track the distribution of that message

In short: Serving your message strategically throughout social networks = Service Oriented Advertising.

This is now possible as web services are unleashing the next generation of performance-based viral marketing.

Read Radfar’s entire article and comments here.

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Posted in Articles & Research, Social Media | Tagged: , , , | Leave a Comment »

CVB Performance Reporting Handbook

Posted by TeamITI on October 16, 2008

“Accountability has truly become an integral part of the corporate lexicon. This is certainly the case among CVBs, where stakeholders — whether they are a Board of Directors, government entities, members, or corporate partners, are increasingly asking their CVBs to show that they are effectively using their resources to generate the greatest possible return on investment to the local community – the ultimate stakeholder,” says Michael D. Gehrisch, President & CEO of Destination Marketing Association International.
DMAI’s Performance Reporting Handbook, published in 2005, outlines guidelines to performance reporting.  In the past, the CVB community had no uniform approach to reporting performance to their stakeholders. As a result, CVBs would sometimes find themselves limited in their ability to systematically and credibly articulate their contribution to the destination. This Handbook will serve as a basis for standards and best practices among CVBs.

Destination Marketing Association International readily acknowledges that the quantitative measures presented in this Handbook are not the ‘end all and be all’ when assessing and reviewing a CVB’s performance internally and with stakeholders. It is expected that individual CVBs will need additional measures to fulfill the specific information needs of their stakeholders. Additionally, narrative reviews of key initiatives and programs must always accompany the performance reporting and are strongly recommended.

You can download this handbook for free (pdf format, 53 pages).

Posted in Tools & Tutorials | Tagged: , , , , | Leave a Comment »