How do you convince skeptical clients that your ideas and methods will deliver a good ROI?
Though it has become a little clichéd, I have to mention that we start with this point: the conversation will happen with or without them. The sooner the brand gets involved, the sooner they can benefit from the community. In one of our campaigns for McDonald’s and Avatar, data showed that when users shared their personalized Avatars on social networks, they frequently mentioned McDonald’s. ROI is a tricky subject in the WOM world, but we show brand engagement both within an application, and then further via word of mouth on social networks. We are always working to develop our engagement, sharing, and conversation metrics so that we have the data to show our methods work.
Is there a driving philosophy that provides a base for Oddcast’s work?
I wouldn’t say that there is a philosophy or mantra, but none of it would be possible without a great creative and technical teams. The trick is creating fresh new ideas and finding which ones work with each brand. Once you have that, you can develop a campaign that works for them.
Oddcast’s site states there are four steps that you use for every campaign: Learn, Plan, Deploy & Track. Which of these require the most attention?
They are all very important. Each needs special attention for any campaign to work. Sometimes we need to go back one step if we run into problems. At times we have launched something and found through our analytics that some part needs to be changed or tweaked. It’s all a learning process. For each campaign, you have to keep your ear to the ground and be willing to constantly optimize.
About Oddcast Inc.
Oddcast is the leader in user-personalized participation marketing. The New York-based company provides end-to-end solutions powered by proprietary video, photo, voice and avatar platforms, enabling brands to amplify customer engagement throughout the social net; the company’s recently launched distribution division can also guarantee user engagement levels. Oddcast has powered some of the Internet’s biggest viral hits, and their products serve millions of customers monthly via a hosted web service. Oddcast’s clients include many of the most recognizable consumer brands. For more information, log on to http://www.oddcast.com or call (212) 375-6290.
