Thanks for taking the time to write a good comment!
I'm with you in the sense that we need to focus more in the “measure” than the strategy. It's easy to shift that way since there's no platform yet that measures it all. On the other hand it turns almost impossible to track intangible metrics like sentiment. I believe in this particular campaign, sentiment plays a big role.
With the iNod the main objective was to turn bad feedback into positive so there are ways to measure that even though most will be manual and time consuming:

- Video tutorials / reps' assistance / hotline: it's important the amount of people that watch them but more important to measure if they were satisfied with the answer and will keep using the product. That can be measured.

- Bloggers / journos: we could measure here if the videos are well done and if the strategy is accurate from their feedback. The rest is simply expect that they write about the product and encourge more people to land on our landing pages, watch the videos or call the hotline to asses the final results.

- Online solution: this plays a major role since most of the activity will generate a lot of users talking about the iNod. Through automatic alerts and following the conversation in the selected networking platforms, it is possible to measure the amount of “mentions” and later define the percentage that were positive and negative.

- Tools: Finally, through widgets, plugins and SEO you can measure the level of engagement. e.g: Poll Daddy will tell you how many people participaded and the % that are satisfied, Webmaster tools will give you an idea o the people looking up the INod in Google and the weight on the different landing pages. These metrics will add value to the overall delivery.

How do we ensure the validity of the results of this change research? I guess that will depend on the strategy and the % of risk that it will allow for bogus feedback. As far as the entire team executing the activities, we gotta trust each other.
Hope that answered at least a piece of your question
Best
Fred

Thanks for taking the time to write a good comment!
I'm with you in the sense that we need to focus more in the “measure” than the strategy. It's easy to shift that way since there's no platform yet that measures it all. On the other hand it turns almost impossible to track intangible metrics like sentiment. I believe in this particular campaign, sentiment plays a big role.
With the iNod the main objective was to turn bad feedback into positive so there are ways to measure that even though most will be manual and time consuming:

- Video tutorials / reps' assistance / hotline: it's important the amount of people that watch them but more important to measure if they were satisfied with the answer and will keep using the product. That can be measured.

- Bloggers / journos: we could measure here if the videos are well done and if the strategy is accurate from their feedback. The rest is simply expect that they write about the product and encourge more people to land on our landing pages, watch the videos or call the hotline to asses the final results.

- Online solution: this plays a major role since most of the activity will generate a lot of users talking about the iNod. Through automatic alerts and following the conversation in the selected networking platforms, it is possible to measure the amount of “mentions” and later define the percentage that were positive and negative.

- Tools: Finally, through widgets, plugins and SEO you can measure the level of engagement. e.g: Poll Daddy will tell you how many people participaded and the % that are satisfied, Webmaster tools will give you an idea o the people looking up the INod in Google and the weight on the different landing pages. These metrics will add value to the overall delivery.

How do we ensure the validity of the results of this change research? I guess that will depend on the strategy and the % of risk that it will allow for bogus feedback. As far as the entire team executing the activities, we gotta trust each other.
Hope that answered at least a piece of your question
Best
Fred

I like this post and your ideas for increasing engagement are spot on. However (and I hate to be schoolmarm-ish!) your group did not answer or you have not posted here about the part of the question which is the burning issue in the social media space at the moment:

How would you measure the success of these videos and what else would your campaign involve? How will you measure the success of the campaign and whether you’ve turned opinion from a negative into a positive?”

Is it quantitative based on views of the video? Or is it (the more time consuming but valuable) qualitative measurement where the team collect comments, posts on blogs and forums and analyses them? How do you ensure the sample collated is a representative sample? How do you ensure the validity of the results of this change research? I'm not saying I have the answer and I know that your group may not have had the time on the day to tackle the second part of the task but maybe your commenters here could share their ideas or experience.

Thanks though – it got me thinking and also let me hear a little more about what went on at an event that I couldn't make it to myself!
Roseanne