In Episode 2, we briefly discuss the various social media tools and technologies available and the importance of customizing every strategy depending on your audience. Episode 3 gives a few specific ways you can find out (1) who your audience is, (2) what factors you need to consider when developing content and (3) the various ways to track and report on your audience. Once you get to know your audience, take a look at Episode 4 to get a sense of why it’s so important to use this data to create relevant and authentic messaging.
Episode 3 features: Jason Feinberg, Suzanne Diamond, Timothy Golden, and Zach Jordan
[...] out as much about your audience as possible (seriously, a scary amount of information)…watch Episode 3 to find out what I’m talking [...]
So what’s your view on tracking customizable content, especially video? Last year, Office Max and JibJab created ElfYourself.com and this year you have the Gap’s CheerFactory.com. (At Impossible Software, we created Sony Ericsson’s Starfieber site as well as a custom video site for Playboy Germany, among others.) Bowing to Joe Digital’s emphasis on the entertainment industry, consider the example of Heavybag Media’s promotion of “Extract” for Miramax: attendees at ComicCon could pose at a green screen and then walk away with a USB key of themselves inserted into the trailer for the movie. What JibJab and Impossible Software do demonstrates that the same type of movie promotion is possible over a web interface (or mobile!).
These sites all put the viewer into the content. More importantly, they create an implicit call to action for the people to whom you send it: if they want to be in the content too, they need to come to the site.
So what’s the metric? We can track the number of “makes” — the number of versions of these videos that were created. We can (with more difficulty) track the number of times the versions are uploaded/viewed on video sharing sites. We can track the source when people come to the site to create a video… including if they clicked through from a video their friends sent them. But do any of these matter? If the goal of the campaign is “buy from the Gap” or “get a Sony Ericsson phone” or “see the movie,” does it matter?
Maybe… but it depends on how you’re monetizing the audience.
[...] we saw in Episode 3, there are several ways to track audience data, find out who they are, where they like to play, as [...]