The above video interview is from the Advertising Research Foundation Audience Measurement conference.
An important question at this year’s ARF conference was, “does social media have an impact on sales?” Walter Carl, the founder and CRO of ChatThreads, talked about his company’s findings.
People who are FaceBook ‘fans’ of a brand will spend more but only if they were passionate about the product in the first place. Carl also talked about the importance of the combination effect of TV/Billboard and Social Media advertising. They found that the combination effect accounted for a 17% lift in effectiveness.
ChatThreads uses live tracking to observe advertising effects on test subjects. Live tracking makes it possible to see a 360 degree view of the subjects’ exposure to advertising.
ChatThreads ran a study where subjects used a mobile app to track their exposure to quick service restaurant brands by taking a picture or making a note, and also writing down if it was a positive or negative experience. This included ads on TV and billboards, as well as mentions of a brand through a friend’s FaceBook or Twitter updates. This allowed ChatThreads to gather data on the relationship between a person’s real world and social media interactions with a brand.
For more of Walter Carl and ChatThreads’ findings, see the above video.