KPIs for social media are still a slippery concept. There’s none widely accepted standards of measurement. For now, define goals and measure outcomes against it. That’s the best one can do for now.

Cheers,
Yunghui

Banner concerts are being used elsewhere, no doubt. So is mass karaoke.

Conclusion: There’s no originality among many brand advertisers out there these days. TV, radio – been there, don’t that. Even Twitter and Facebook, been there, done that.

I think we should assess the tools, in terms of how it blends into the campaign and how well it supports the theme and brand story, NOT it terms of its originality in usage. IMHO

Cheers,
Yunghui

Thank you for your comment.

“Brand experience” should be read as brand story. They are projecting ‘everyone connects’; the campaign is NOT about shouting to the world ‘streamyx is the best broadband connection.’

I see the campaign as is, telling a brand story to the market. Back to basics: TM is about connecting everyone, which is Chapter 1. I hope the next chapter will be about how well TM enables the connections, which many find lacking.

I really hope this is just beginning for TM’s quest to rejuvenate its brand and leadership, especially in the broadband space.

Cheers,
Yunghui

CONCERT IN A BANNER?
http://vodpod.com/watch/1806509-cannes-cyber-2009-axion-banner-concert-with-a-brand

AND MASS SINGING? COME ON.
T-MOBILE’S 2nd campaign!
http://cube1986.blogspot.com/2009/05/mass-karaoke-t-mobile-production.html

Im really disappointed with the creative team that did it.
The secret to creativity is knowing how to hide your sources. – Albert Einstein

Here’s good reading btw – http://econsultancy.com/blog/4995-how-not-to-be-the-social-media-guru

Note point #1 “Don’t equate prolific use with prolific ability”
Then again, that’s social media heh. Democracy at work.

They made good use of social media channels but failed to really engage on a *meaningful* level beyond music and fun.

C’mon. People will always love music, songs and concerts. It has nothing to do with the brand. @NajibRazak could host a concert and a million people will show up; okay, and maybe also “generated thousands of mentions on the social media space”. But will people change their minds about 1Malaysia?

So what’s the “brand experience” here? Well, people had fun. Loved the songs. Scratched heads over the mysterious tagline. Thanks for spending the money. But streamyx still sucks. And the brand manager goes, “Opps, we forgot to talk about KPI”

The Anatomy of EveryoneConnects | GreyReview [link to post] http://friendfeed.com/e/bad55d2b-65a4-4f99-985f-5ca34f27d8d3

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The Anatomy of #EveryoneConnects | GreyReview [link to post]

– Posted using Chat Catcher