Digital Insights - Vol 1 Issue 4 by Edelman

Vol 1, Issue 4

trouble viewing this? please visit http://issuu.com/edelman.digital.insights what is social media? please visit http://tiny.cc/EdelmanDigital

social media spotlight hyper-linked

McDonald's social-media discoveries “McDonald's has embraced social media at all levels of their operations” could well be the key takeaway from what was shared by the company’s senior director of communications and senior director of global web communications, at a recent speaking engagement in Minneapolis.

Note from the Editor For PR or Marketing managers, measuring return on social media spend is often a stumbling block in allocating more resources, or having a social media presence.

The duo describe the consumer as boss of the social-media department, and encourage different departments to collaborate with it at McDonald’s, including creative, customer satisfaction, legal, and brand content.

While ‘hits, clicks or impressions’ to a particular website appear to be leading the measurement conversation, these parameters need to be supplemented with others to arrive at a truer picture.

Heather Oldani, senior director of communications explained how one of the hardest things for McDonald’s to learn was that the adage “If you build it, they will come”, isn’t necessarily true online, and fostering existing communities is key. One of Steve Wilson, senior director of global web communications’ favorite examples was how a McDonald’s franchise member in Italy used McDonald’s internal Mindshare online community to share a simple way to remove fingerprint stains from doors and windows, much to the appreciation of other members across the world. See the full video here.

twitter tattles @arjanelfassed ‘Donate 100 EURO’, ‘make up the name of a street’, and ‘receive two pictures of your street’, is the proposition Dutch website Jouw Eigen Straatnam offers for each of 200 street names in the Askar refugee camp in Palestine. Donating all proceeds to the Palestinian Child Care Society (PCCS), the website’s developers narrate the origin of their initiative to the time they first entered the camp while traveling through Palestine and encountered a crumbling youth center. Unable to adequately provide shelter to the camp’s 1,000 children, they decided to volunteer and raise funds for the renovation.

A few of these additional analytics include – How long does a user stay on the website? Where are users most likely to come from? What information related to my product do they search for? To ensure that our clients conceptualize their campaigns based on solid research, we recommended using intelligent online tools (like Brandtology’s) to map all blogs, forums, social network groups, etc – that relate to our client’s business. By then analysing this data, from a communications standpoint, actionable insights are gathered on the key online trends, issues and opportunities; the kind of information which drives any successful campaign, online or on-ground.

In a quote to wired.com – “Since a refugee camp by definition should not remain permanent, selling street names of the camp is a creative way to connect people and support these children after school,” said Arjan El Fassed, owner of @arjanelfassed tweetstreet. “Naming the street to my Twitter account is a symbolic way to connect both online and offline with the children of Askar.” Powered by:

searching for something? Most searched digital photography brands in India:

Insights for Search

in the last 90 days:

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Sony Canon Nikon Kodak

Web 2.0 Tip

3 Ways to Gauge Site Popularity •

Vizisense.com – provides site traffic and estimated audience demographics.

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Feed Subscribers – Visitor data only provides part of the story. Some readers may never actually visit a site—they simply access it through its feed. Check to see if the site displays its subscriber numbers.

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Social Media Extensions – often content is shared outside the boundaries of a traditional blog or web site. Check out Quarkbase to gauge how often a particular site has been shared or referenced through other social media sites.

See how we use Box.net to easily share hi-res BlackBerry smartphone images with media, for our client Research In Motion in India.

last word Google search data to help officials make smarter decisions?