We all heard about McDonald’s supposedly 33% increase in foot traffic via a very small $1,000 foursquare campaign. Thousand of people tweeted it, and many so-called social media experts jumped on it like hungry sharks. But, it also didn’t take long before more serious people started to question the result.
One of the first ones to speak out was Olivier Blanchard (@thebrandbuilder). He tweeted:
Right idea but HORRENDOUS analysis by McDonalds.
- This was a contest with gift cards as the carrot. Long term impact: zero.
- Measuring Foursquare check-ins does not measure increased foot traffic. Only Foursquare check-ins.
- If you want to measure foot traffic, measure ACTUAL foot traffic. Metrics are not randomly interchangeable.
- If you cannot measure the financial impact of your campaign, all you know is its cost. You didn’t measure the outcome.
- Measure conversions: reach > response > visits > check-ins > transactions > revenue > repeat.
Great post on the entire #McFib debate with additional insight by Olivier himself over at http://thebrandbuilder.wordpress.com/2010/09/17/what-mcdonalds-got-wrong-abou…