At Fresh Baked, we’re all about engagement via comedy webisodes: creating engagement, episode after episode, over the arc of a series, with sharply funny takes on the most authentically human of situations….and all shaped with an eye to amplifying audience relationship with the client’s brand.
One of the questions we’re asked most is brutally simple: you guys are funny and you talk pretty but how do you measure return on investment with your stuff?
Great question. How do you quantify engagement with a short film that’s not an ad and not a broadcast episode, subject to third party audit by the likes of Nielsen?
The short answer: we specialize in converting niche market segments, the web-savviest conversation-starters, the alpha males and females of web opinion.
And where do they live? In social media: FaceBook, MySpace, and, increasingly, Twitter. The “speed of adoption” of these community-building tools has defied all prediction; Twitter in particular seems headed for global domination as the medium of choice on the web. Personal networking, in short, is literally becoming the web…and vice versa.
Here’s the game-changer: industry standard measurement of social media. At last: on May 5, the Interactive Advertising Bureau announced the first industry-standard metric for determining ROI in participatory media. There's a meaty PDF explaining all: well worth the read.
More on this as the metrics evolve, folks—this is the beginning of a whole new meaning of ROI. Be well.
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