Digital Chameleon Blog

How to be successful on Facebook

Wednesday, January 12, 2011

Facebook has over 500 million users worldwide, and shows no signs of slowing in terms of popularity among consumers, as well as marketers. But the issue for marketers is how to effectively use Facebook (and really any social site), and not make the mistake of using their own customers as guinea pigs in their quest for social media prominence. Altimeter Group conducted research this year leading to a report called “The 8 Success Criteria for Facebook Page Marketing.” The study included input from 34 vendors, agencies, and experts to determine how to successfully make use of Facebook as a marketer, and how to develop a roadmap for best practice. I highly recommend you download the report. More

Is it possible to measure social media influence?

Wednesday, December 01, 2010

Social media may be helping advertising shift away from its focus on measuring ROI solely via quantitative measures. If we’re only looking at clicks or “fans,” then we’re looking at social media through the same lense we use for measuring other (less measurable) forms of media. To this end, The Advertising Research Federation (ARF), along with the ANA and WOMMA in the U.S. are working to create social media measurement guidelines that would take more qualitative measures into account. One of the “fuzziest” social media metrics to measure has to be “influence.” More

Social Media success metrics

Wednesday, November 24, 2010

As with any campaign, the metrics that you choose to measure should align with your campaign objectives. Forrester suggests that marketers fail because they tend to focus on the metrics that are most easily available, as opposed to those that best correspond to their objectives. More

What's web 2.0?

Wednesday, November 10, 2010

Let's take an example. When I went to school, we had to go to the library and take the encyclopaedia off the shelf to do our research. When the web came along, the encyclopaedia companies knew they needed to be "online," so they took their volumes of content, put it into html, and published it.

The problem was that it was one-dimensional and users couldn't do much with it except read it. Web 2.0 comes along and makes possible a quantum shift between the monologue of Web 1.0 and the idea that the web provides a network of connected intelligence that we can harness to create new things. So, in the Web 2.0 world, the encyclopaedia becomes a creation of all the contributors across the network - and becomes Wikipedia. A complete shift in thinking and possibilities made possible through technology. More

Search works best as part of a marketing strategy

Wednesday, November 03, 2010

Marketing activities don’t happen in a vacuum. Search will always work hardest and best when it’s integrated into an overall marketing strategy. More

Long term trends for online advertising

Wednesday, October 27, 2010

Nielsen's “The Global Online Media Landscape" report points to some long-term opportunities for the online medium: More

Choosing the right online media vehicles

Wednesday, October 20, 2010

Understand which vehicles/solutions will meet client objectives and measure campaign accordingly. In order to tailor the best possible solution, you’ll need to understand the campaign objectives so you can select the right vehicles as well as a measurement strategy to deliver appropriate results. More