Georg Stolz, CEO of Arbeitsgemeinschaft Media-Analyse (ag.ma), ethority-CEO Sten Franke and COO Benedikt Köhler discussed the future of Social Media measurability and key figures for the assessment of impact and efficiency of campaigns as well as the comparability of Social Media measures in front of 70 invited guests from the agency and digital business in Hamburg.

“The time of trial is over, Social Media is an important part of the communication mix by now: campaigns get more elaborate and require a comprehensive budget. For companies and agencies involved with Social Media it becomes more important to verify their success not just qualitatively. Social Media monitoring can do much more than capture and count clippings in the meantime”, says Sten Franke, CEO of ethority.

Sten Franke added: “With the ethority gridmaster we can offer our customers the opportunity to capture campaign impact and efficiency in established measurements like gross reach and contacts and use this as a basis to illustrate the return on investment. The ethority gridmaster is particularly suitable for the preparation of pitches for agencies: The tool is able to identify exciting insights, relevant channels and quantitative provable potential for the customer even in the short term. Positive reactions and a vivid discussion about Social Media KPI’s on the evening of our pre-launch proved that the market is ready for it.”

The full version of the gridmaster will be presented exclusively by ethority at the dmexco on Sept-21 and 22 in Cologne in front of a professional audience.

Social media users see “Black Swan” as Best Picture, Darren Aronofsky as Best Director, Natalie Portman as Best Actress in a Leading Role and Jeff Bridges as Best Actor in a Leading Role.

Social media users see “Black Swan” as Best Picture, Darren Aronofsky as Best Director, Natalie Portman as Best Actress in a Leading Role and Jeff Bridges as Best Actor in a Leading Role.

ethority has analyzed over 40,000 user opinions relating to the Oscar nominations in forums, blogs and on Twitter with the help of its Web-Monitoring Software Technology. The most interesting question for the research team was: Which of the nominated films and stars are being most heavily discussed in English and German language social media channels? Who are the hottest candidates for the Academy Awards in user-generated media?

The results of the study provided a few surprises. According to social media users, the films are running neck and neck. The differences between Black Swan (17%), True Grit (14%) and Inception (13%) are so small that we will be waiting with bated breath until the envelope is finally opened on Sunday night. The picture is clearer for Best Director: Darren Aronofsky, with 31% of all posts, is significantly ahead of David Fincher (23%) and David O’Russel (18%) – according to the users, we at least know that the winner’s name begins with the letter “D”.

Things are even closer in the race for Best Actor: Jeff Bridges holds a lead over James Franco (both 24%) of only a few hundred posts. Jesse Eisenberg is only 4% behind. By far the clear favorite amongst film bloggers and commentators for Best Actress is Natalie Portman with 45% of all posts. Anette Bening (17%) and Michelle Williams (15%) can’t even make out the leader’s tutu from that distance.

Sten Franke, founder and CEO of ethority comments: “As a film buff and enthusiast, I would have expected The King’s Speech to have been discussed far more strongly and to have stood higher in the users’ favor. But at the end of the day, we are only showing what the community thinks. The Academy has the final say! We’re keeping our fingers crossed.“

The core of social media lies in the interaction with the target group. Automated social media monitoring offers the possibility to identify what users think about a film, a brand or a company. Users utilize the social web to air their views and opinions honestly, without any sugarcoating.

“Monday will mean going into the office early after a long Oscar night.” Adds Benedikt Köhler, COO of ethority. “We will want to compare our own generated data with the Academy results as quickly as possible and see how buzz developed during the Oscar night. The results will, of course, be available to read in our blog.”

About ethority: ethority GmbH & Co.KG as a Social Media Specialist is one of the leading providers of social media monitoring, strategy consulting, marketing, branding and market research in the field of social media. Ethority has been working successfully with large German and international businesses for more than 10 years. The company’s client base includes global and online brands and medium-sized companies in the field of B2C and B2B who are looked after by the more than 50-strong ethority team based in Hamburg, Munich and Atlanta.

Again, we would like to thank all for the active interest in social media and your support by attending the first meeting of SMC Hamburg. Our special thanks go to Mark Pohlmann – with his speech “Talking isn’t enough. From the love for Social Media to the need for more professionalism”- which provided positive discussions that night. The feedbacks coming from the guests reaffirmed our estimation that this kind of club in Hamburg could work out quite well. Well we have to admit, one critic point does hold its case: the beer was not cold enough – sorry Nico.

In overall, this development shows again that Hamburg has established itself as the epicenter of social media in Germany. Sorry Berlin and Munich, that we took your hope away . We are looking forward for the next meeting of the Social Media Club Hamburg. Until then, free as Mark Pohlmann: “Connect knowledge and convey externalities into internalities”

Stream:

Download audio stream:
Audio Stream from the first Social Media Club Hamburg

We would like to thank Timo for his audio files.

Join the discussion:
http://www.xing.com/group-32454.1ca775

Most topics are in German but we also have a section for our English natives!

Büschstrasse is the street connecting the Gänsemarkt with the Colonnaden.

Agenda:

6pm: Welcome drink, finger food and Get Together
7pm: Opening speech Nils Maier
7:15pm: Brief presentation of team and all participants
7:30pm: Agenda & Goal Setting 2009 Social Media Club Hamburg
8:00pm: Keynote Social Media Case Study: tba
8:30pm: Networking with drinks and bagles

Everybody who is interested in Social Media or wants to get involved in the Social Media Club Hamburg is welcome. Please send me an email if you would like to join SMC_Hamburg (at) ethority.de.

More information:
Social Media Club Hamburg Wiki
Event on Facebook
Event at Xing

Up to this moment we are still organizing our team of the Social Media Club Hamburg.
Everybody who is interested in gettting involved, please contact me SMC_Hamburg@ethority.de

Our first meeting will be on the 22.01.09 7pm @ ethority (Protugal-Haus, Büschstr. 7)

Available updates:
FanPage in Facebook “Social Media Club Hamburg”
or www.twitter.com/SMCHH

We are looking forward to serve as a tour guide on both days to present the convention’s highlights to interested exhibition visitors. If you are one of them and are interested in taking the tour, please apply here.

Of course, you can come by our stand (J40/Hall 11) without having registered at any time. Assure yourself of our expertise in the field of Social Media Marketing and Research.

Ethority’s bloggers are also thrilled to be there – Nils and David to be precise. They will do their best to give real time updates on omd highlights via Twitter.

Also, they’ve already reserved their seats in the Blogger Area and cannot wait to see who they’re going to bump into at the Night of the Bloggers.

Seat yourself in the Blogger Area here. To be on the guest list for the Night of the Bloggers at the Bar Konvex, Oberbilker Allee 26, follow this link.