16 Jun 2010
Last year Room 214 became one of two enterprise level partners of Crimson Hexagon, a leading provider of real-time market research. Crimson Hexagon is powered by technology spun primarily from Harvard University Professor and Crimson Hexagon Co-Founder, Gary King.
I recently caught up with Gary for a podcast, and am sharing a condensed version of our discussion with you as part of this post. Additionally, I’ve included my “Top 5 Things to Know” based largely on my experience and discussions with Lauren Maynard, who works with the tool almost daily as Room 214’s Director of Research.
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25 May 2010
I believe that you need to properly identify and reach out to individual influencers. It’s something we do for all of our clients. It’s an extremely important part of building relationships, and it’s a nuanced art. But people often miss the importance of understanding and reaching out to the groups or mediums most influential for a brand. Understanding the aggregate influencer is crucial to creating, honing and sharing content that really matters, and getting others to share it for you. A Complicated Journey When a brand creates a piece of information, that piece has a twisted, convoluted and often times unexpected set of adventures across the vast world of the interwebs. Once upon a time, this was the simple vision for the internet. 40 years later and things are not so simple. Interesting information about a brand can be shared on blogs, Twitter, Facebook, Youtube, email, Buzz, text and a…
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13 May 2010
Sharing/Oversharing I vividly remember my first Facebook status update; I felt like I was crossing a dangerous threshold. This past January, I had an acquaintance tell me he enjoyed that I was always in his news feed, regardless of time of day. I took that as a bad sign, and had flashbacks to reading Emily Gould’s piece Exposed, which detailed her addiction to sharing online. Her job, and thus her life, was online, and over time her sense of privacy crumbled to a point of no return; every action was chronicled via blog, and every reader comment became part of a life-defining feedback loop. The New York Times did an interesting piece this weekend on the “Tell-All Generation”, chronicling a small shift as early 20-somethings realize their online persona is also their virtual resume. Yet, just as some freshly-minted college grads are realizing the discrepancy between their resume interests (volunteering, photography) and…
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07 May 2010
ROI is consistently the hot topic in social media. Everyone wants to know the magic formula, the mathematical equation that will produce (justify?) effective online efforts. Metrics in any program need to be focused on an end goal, and those end goals can normally be found in quarterly or yearly strategic business goals. This should come as no surprise; any marketing effort should be focused on driving a bottom line. There are ways, however, to put some measurement into your online activity. Our Entertainment Group Practice Director, Wendy Hofstetter, came up with a way to get at this. This method takes the standard ROI analysis for a media buy (think banner ads), and applies it to social media efforts. You will be able to show how much your brand would need to spend in order to buy the equivalent amount of impressions you are generating in social media, and determine…
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