Blogging has been light, between workshops and outside efforts it has been easy to let the blogs slide.
One of my distractions has been preparing for the metrics discussion that we kicked off in LAX. The first conference call was held today.
I went surfing tonight for “Degrees of Separation” which is a way to look at connections. I found this article by Neal Leavitt. The article concerns the Tide Coldwater viral marketing campaign.
The campaign, which incuded free samples of the product, also tracked the way the referrals spread by providing an interactive map. The interesting part, predictable I suppose, the word of mouth or email was very narrow in a demographic they wanted. So targeted message and increase of web traffic.
The article doesn’t really talk about increased sales. Advertising, after all, is primarily concerned with making people aware. The lesson for small businesses is you need to focus on sales impact, not just awareness.
