"No can determine the personal engagement with the brand. Which strikes me as insane."<< 'Fishing Where the Fish Are' Requires Studying the Pond | Main | Battelle on How Social Marketing Can Create Value for Consumers >> Nate Elliott | November 20, 2007, 11:08 AM Maggie Fox, writing at Social Media Today (a great feed if you have the time to manage it) and citing an AdWeek article on New Line Cinema's social marketing efforts, clearly shares some of the same frustrations I've been writing about and speaking about lately: Despite the millions of participants who uploaded photos of themselves to "appear" in New Line's "Crash the Trailer" program for Wedding Crashers, no one could "quantify that engagement level. No one knew or could determine the metrics for that level of brand affinity and personal engagement with the brand. So you can't go to the CEO and say x equals y. That poses a problem on a consistent basis." Which strikes me as absolutely insane. |
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