OMMA Metrics: Does the Key to Successful Social Media and Digital Strategies lie in a CUPCAKE?

So, all of this talk about the challenges of online metrics demands a post about what we CAN do and do well in the digital and social media space. The latest panel discussion brought up the top four questions that are keys to a successful approach to this fast-paced space:
1. What are the business objectives?
2. What assets do you have to work with?
3. What are your consumers doing in the space and how are they using social media?
4. What value does your brand provide?

If you can't answer #1, stop. And don't proceed to #2 until you can.

These questions led to some discussion of best in class examples and one that caught my attention was Sprinkles Cupcakes (who doesn't like cupcakes?!). It was described as a best in class example of a brand bridging the offline and online experiences, and driving consumers in-store. So I did a little investigating and found a GREAT write-up on their integrated campaigns and the results, as well as an interesting article on the Top 5 Tips to Marketing Premium Food. These are tips that are simple, yet critical, and completely in line with what we are hearing today at OMMA Metrics!