I was keen to hoover up any metrics at the Click conference, partly because I'm intrigued to see if anyone is measuring the success of digital campaigns with any accuracy and thoroughness. It was maybe a little unfair to expect much because it was a 'Creative' conference, not a 'Measurement' conference but for all the great ideas shown, there were very few presentations that talked about results in any convincing way. I picked up two sets of numbers that interested me. First, a few presenters banded around a broad rule of thumb saying that "5% of Youtube users are actually 'creating', 50% are 'interacting' (i.e commenting, sending stuff on etc) and 45% are 'passivley surfing'. Are these the generally accepted figures anyone? Second, Anson Harris from Meme shared this little chart that they'd used in a pitch for Lenovo. They were basically trying to put some figures on what could be deemed a successful viral campaign (by the way, the common concensus is that the term 'viral campaign' is misleading and 'digital word of mouth' campaign is preferred.) Meme reckon that there may be only 1 campaign a year on average that will hit the 'Outstanding 5 million+ hits’ level and a vast majority are deemed ‘ok’ at best. Clearly more needs to be done in the area of measurement if clients are to be persuaded to put their faith and money in the hard to ‘measure and predict’ world of digital. Until then, it's going to be an unpredictable and experimental step into the unknown for brands.
Posted by Jonathan Rigby