This is a copy of the presentation that I made last week at the Digital Seminar in Singapore. I invented this company called Burp Cola and created a story around its marketing manager to explain how the process of building and creating a brand has become so different in the Social Age.

3. A Burp in 1995

4. A Burp in 2005

5. Burp

6. MM’s try and establish a link between actions that they have direct(but limited) control over and results that they want

8. Every social media metric is useless unless it is not!

9. He cannot track the sale of burp cola by using a handy urlshortner for the tweet that someone sent out!

10. Lots of moving parts and subjectivity

11. Spot checks: Social Research Programs

12. Hawk Eye: Monitoring reports

13. Community Checks: Likes, followers, members and engagement

14. Yahoo answers is buzzing as well A question of answers People are asking (and answering) questions about your brand that are recreating the brand itself

15. Forum Discussions It is like focus group vs a quantitative survey

16. Reviews

17. In the meanwhile, our MM has become smarter (tougher times for his agency) Measurements need to move beyond telling MM that efforts generated 2,000 mentions and 1,200 retweets

19. Is it a mistake to stop exploring because of lack of a concrete relationship

20. Why online data alone can be misleading for brands with a significant offline presence?