NEW YORK, NY, July 15, 2009 – With two-thirds of the world's Internet population now visiting a social network or blogging site, engagement through social media has become an important component of the marketing strategy for marketers. For this reason, Ogilvy PR's leading global social media marketing group, 360° Digital Influence, today announced a new business objective-driven model that provides a measurement framework for social media effectiveness – Conversation Impact.
This unique tool is designed to help marketers evaluate the impact of social media with comparability across different types of advertising and communications. The model was introduced to the measurement community at The Advertising Foundation's "Audience Measurement 4.0 Symposium" in June 2009 in New York.
"Word of mouth (WOM) has been generally recognized as one of the most effective drivers for purchase and opinion," said John Bell, Global Managing Director of Ogilvy PR's 360° Digital Influence. "With online word of mouth growing so rapidly through social media it has become critical for marketers and communicators to have a solid measurement model to guide them strategically. This type of simple, cross-channel comparative framework is critical to answering media allocation questions, communication choices, and knowing which social media efforts are really having an impact."
Created by Ogilvy PR's 360° Digital Influence Group, Conversation Impact measures the impact of WOM on influencers and consumers that drive brand positioning and preference in social based on traditional attitudinal marketing objectives – Awareness, Preference and Action. This comprehensive model simplifies and standardizes measurement in a way that is readily recognizable to marketers, while accommodating new data and measure of word of mouth marketing.
Ogilvy PR has already begun implementing its new measurement model on the expanding cadre of 360° Digital Influence clients within the global network.
About Ogilvy Public Relations Worldwide
Ogilvy Public Relations Worldwide (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 70 markets. Named Large Agency of the Year by The Holmes Report, Ogilvy PR blends proven PR methodologies with cutting edge digital innovations to craft strategic programs that give clients winning and measurable results. In its 28th year, Ogilvy PR provides strategic public relations counsel to a variety of clients across its social marketing, public affairs, healthcare, consumer marketing, 360° Digital Influence, corporate and technology practices. Through its subsidiary, Feinstein Kean Healthcare, the agency also offers additional experience in the cancer field, as well as specialized expertise in molecular medicine, advanced biomedical research, leading life science and healthcare technologies and treatments. Ogilvy PR also offers government affairs services through its subsidiary Ogilvy Government Relations. Ogilvy PR is a WPP company (NASDAQ: WPPGY, wpp.com) one of the world's largest communications services organizations.
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