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Measurement is Sexy
        (and could be even sexier)


CMA Social Media Conference
Toronto
June 12th, 2012


             Wikibrands - Reinventing Your Organization in a Customer-Driven
                           Marketplace www.wiki-brands.com
#wikibrands
   #CMAsocial

 @seanmoffitt
  @wikibrands
@cdnmarketing
The Old Spice Guy of
Business + Digital + Marketing + Social
Alternate Presentation Title
What “words” come to mind when you
      think of measurement?

soul-destroying    number-crunching          management
                      inconclusive    integrated
        evil boring              necessary
useless                                    expected
        lieing                       nerdy
                                          critical
 helpful                                           vital
          inaccurate          tough
                   elusive               worth it
   wrong
                                geeky
New Media Needs To Grow Up
 The Evolution of Engagement/Social




1998-2001 2002-2004 2005-2006 2007-2008 2009-2011 2012- ???
     What is it?     Should we     How do        How do we
                       do it?      we test it?  make it core?
“Geek is Chic”
“I keep saying that the sexy job in the next
10 years will be statisticians. And I’m not
kidding.”
               Hal Varian, Chief Economist, Google
Source: MasterInIt.org
The Geekiness of TV – Top Shows….
Geek
Factor/
Intellect




              1982    1992     2002     2012
December 1996   December 2011
What We Love On TED Talks
Of Metrics   Of Data   Of Infographics
Measurement is Sexy - Wikibrands
Measurement is Sexy - Wikibrands
Measurement is Sexy - Wikibrands
Some Big Ideas on
     Sexing up Social
Media Measurement?
Devon Smith
Director of Social Media, Threespot
Get a Nice Room…




                   Libby Snead
                   Senior Marketing Manager, Simply Measured
When you're dating, you are constantly
looking to know exactly what he or she
thinks of you ... do they like you ... do they
find you attractive ... will they say "yes" ...

When you get right down to it, though,
what you're doing is measuring. Having
verification that what you've done has
resulted in a known (and hopefully positive)      Jason Falls
outcome is what measurement is all about.         Top rated Social
                                                  Media Blogger,
                                                  Author,
So measuring your activity and finding out        Consultant

those answers is a huge turn-on ... just try
not to get your measurement success
confused with your dating ones.
"Measuring  allows one to become an invisible tailor -
carefully constructing intimate experiences."




                        Robin Richards
                        Principal and Creative Director , Ripetungi
”Know who thinks that you’re sexy back."

                    Jeff Esposito
                    PR & Social Media Manager , Vistaprint
”Seeing it, is believing it."

                     Stew Langille
                     CEO and Co-Founder, Visual.ly
" I get an orgasm over big data. Make love to
data directly and find the unknown unknowns."


                  Avinash Kaushik
                  Digital Marketing Evangelist, Google
Why is Social Media
Measurement Sexy?
What Makes People Sexy?
Sexy Attributes?
- Intimacy

- Going Places

- Important

- Fit

- Good Listening

- Attractive
Sexy Attributes?
- Many
  Talents/Connections

- Responsive to Needs

- Tell a Good Story
#1 Intimacy –
The more you use it, the sexier you know it is
#2 Going Places –
Sexiest growth segment in a terrifying world




                                           Source: IBM
$326M

$689M



TBD

$300M



$400M
#3 Important –
Sexiest internal social priorities for companies




                                      Source: Altimeter 2011
#4 Fitness –
Not many of us practice it well
#4 Fitness –
           Not many of us do all of it




  To      To Analyze      To     To Project     To
Access      It and     Extract     It and   Socialize
 and      Measure It    Value       Build      and
Monitor                  and     Foresight Communi
  It                   Insight               -cate It
                       From It
#5 Good Listening Skills are Sexy

      Biggest Sins of Social Media Practitioners




                                           Source: Agent Wildfire 2011 Buzz Report
#6 Attractive/Good Looks
Dashboards and Infographics




                        Source: Radian6 dashboard
#6 Attractive/Good Looks
           Infographics and Dashboards




Google Search Returns “Infographics”: Jan’01 – 0.5 million
                                     June’12 – 14.2 million
#7 Many Talents and Connections
Broad Health Signs and Connected Data
  Marketing/brand engagement       Web
             health
                                Social media

      Business/Sales health        Email

    Employee/internal health     Internal

                                  Mobile
   Customer service/response
            health              Face to Face

    Research and Innovation       Phone
            Health
                                Community

   Customer Experience Health      Retail
#8 Responsive to Needs
Less than ½ of Us Track and Follow IUp




                            Source: Satmetrix 2012
Engage with Customer Queries and
Information….quickly
#9 Storytelling
- Merchandise and Generate Narrative from
        Your Measured Successes




http://stories.twitter.com/   http://stories.facebook.com/
#9 Storytelling
- Stumble Upon, Charity Water and Toyota
Measurement is Sexy - Wikibrands
What’s In the Way of
        Social Media
      Measurement
           Sexiness?
The biggest obstacles that continue to exist
in implementing social media/WOM in your
            company/clients?


1. Inability to measure                               40%
2. Lack of budgets                                    31%
3. No accepted standards/benchmarks                   29%
4. Fear of loss of control                            29%
5. Inability for culture to accept                    25%
6. Technical skills/expertise not in place            23%
7. Do not understand diff. bet. Mass marketing        21%
                                  Source: Agent Wildfire Buzz Report 2011
Biggest Hurdles to Measurement Sexiness
– The Uncontrollables

-Sentiment and Language Limits

-New social behaviours/new networks/new
media

-Data quality and datasets

-Vendor specific approaches and Industry
standards
Measurement is Sexy - Wikibrands
Source: Insites Consulting 2012
Measurement is Sexy - Wikibrands
There is no silver bullet to
     measurement
Measurement is Sexy - Wikibrands
Measurement - You Need to Roll Your Own




     Social Media          Benefits – Risks
        Value         =   ----------------------
    (vs. objective)               Cost
Measurement is Sexy - Wikibrands
Really?
“What’s the ROI of putting on your
pants every morning?”
                   Scott Monty, Ford Head of Social Media
Organic factors:
  Core product/service +
  Customer Experience


 Content and Engagement factors:
 Interestingness + Socialness +
 Intimacy + Authenticity +
 Reputation + Incentives


Amplification and connection factors:
Presence + Value adds
(UGC+insights+support) + Advocacy
Proportion and Expectations?




                          Source: Booz Allen
How to Make Social
Media Measurement
           Sexier?
Measurement is Sexy - Wikibrands
Measurement is Sexy - Wikibrands
“Baseball thinking is medieval, they are
asking all the wrong questions…




Using stats to reread them, we'll find the value
of players that nobody else can see. Because
everyone else in baseball under values them.
Like an island of misfit toys.”
The communication, collaboration and social
media underrated list:

  ➷ Content – variety/engagement/impact
    difference

  ➷ Community – active members/contributions

  ➷ Insight and Foresight – business changes
    from social influence and impacts

  ➷ Influence – two-level influence/differential
    impact
Measurement is Sexy - Wikibrands
Measuring Your Home, Neutral and Away
                Game




    Home:          Neutral:             Away:
   Website       Brand Pages       Social Networks
     Blog      Personal Profiles    Sharing Sites
  Community       RSS Feed           Other Blogs
    Forums    Facebook Connect       Influencers
The Future
Measurement is Sexy - Wikibrands
Agent Wildfire/Wikibrand’s
        3rd Annual Buzz Report Survey




“We will be able to track the presence and value of
conversations much more accurately over the next
                     decade”

     88% agree/strongly agree
https://www.surveymonkey.com/s/buzzreport2012
The socialization of everything…
 and that’s OK but frustrating
Measurement is Sexy - Wikibrands
13.8% of online
population…



                  …create 80% of the
                  online influence
                  posts


6.2% of online
population…




                  …create 80% of the
                  online influence
                  impressions
Four sources of Influencer power


                     x           x        x
         =    R             E        C        S


             Reach       Exposure Credibility Suasion
Now we can provide the raw evidence
Measurement is Sexy - Wikibrands
Measurement is Sexy - Wikibrands
Sexy Measurement
           Brands
Molson uses LIAM

• Leveraging what we
  see in conversations
• Initiating discussion and
  dialogue
• Acquiring people for our
  community
• Managing our
  communities
Area of Benefit - Microsoft
       Feedback
        - Emerging top issues
        - Product issues identified

       Advocacy
        - Word of
       mouth/evangelism/Sharing
        - Important stakeholders - VIPs

       Support
        - Break-fix issues
        - Recognize people who provide
       answers

       Nestor Portillo, Microsoft – Worldwide Director,
       Community and Offline Support
What to Change
Ten Things If I Was Running Your Social
        Media Measurement Gig
#1 Build a central and localized real-time
dashboard

#2 Measure the value of social insights,
customer support and innovation

#3 Hire a sexy infographics designer
Ten Things If I Was Running Your Social
        Media Measurement Gig
#4 Update CEO every month –


#5 Test ½ year experiments


#6 Train and expand staff measurement use
Ten Things If I Would Be Running Your
            Social Media Gig
#7 Time Management – Steps
– spend 1/4 of time on monitoring/1/4 of time on
reporting/1/4 of time on insight and 1/4 time on foresight

#8 Time Management – Source
– spend 1/3 of time on your owned metrics/your shared
metrics/your earned metrics (home, neutral and away
game)

#9 Don’t benchmark to competition

#10 Tell Stories and Celebrate Milestones
Moneyball Knows …

Reframing the Game
“Your goal shouldn't be
to buy players. Your goal
should be to buy wins. In
order buy wins, you need
to buy runs.”
Measurement is Sexy - Wikibrands
Q&A
              Contact me:
Twitter:      sean@wiki-brands.com
@wikibrands   @seanmoffitt

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Measurement is Sexy - Wikibrands

  • 1. Measurement is Sexy (and could be even sexier) CMA Social Media Conference Toronto June 12th, 2012 Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace www.wiki-brands.com
  • 2. #wikibrands #CMAsocial @seanmoffitt @wikibrands @cdnmarketing
  • 3. The Old Spice Guy of Business + Digital + Marketing + Social
  • 5. What “words” come to mind when you think of measurement? soul-destroying number-crunching management inconclusive integrated evil boring necessary useless expected lieing nerdy critical helpful vital inaccurate tough elusive worth it wrong geeky
  • 6. New Media Needs To Grow Up The Evolution of Engagement/Social 1998-2001 2002-2004 2005-2006 2007-2008 2009-2011 2012- ??? What is it? Should we How do How do we do it? we test it? make it core?
  • 8. “I keep saying that the sexy job in the next 10 years will be statisticians. And I’m not kidding.” Hal Varian, Chief Economist, Google
  • 10. The Geekiness of TV – Top Shows…. Geek Factor/ Intellect 1982 1992 2002 2012
  • 11. December 1996 December 2011
  • 12. What We Love On TED Talks
  • 13. Of Metrics Of Data Of Infographics
  • 17. Some Big Ideas on Sexing up Social Media Measurement?
  • 18. Devon Smith Director of Social Media, Threespot
  • 19. Get a Nice Room… Libby Snead Senior Marketing Manager, Simply Measured
  • 20. When you're dating, you are constantly looking to know exactly what he or she thinks of you ... do they like you ... do they find you attractive ... will they say "yes" ... When you get right down to it, though, what you're doing is measuring. Having verification that what you've done has resulted in a known (and hopefully positive) Jason Falls outcome is what measurement is all about. Top rated Social Media Blogger, Author, So measuring your activity and finding out Consultant those answers is a huge turn-on ... just try not to get your measurement success confused with your dating ones.
  • 21. "Measuring allows one to become an invisible tailor - carefully constructing intimate experiences." Robin Richards Principal and Creative Director , Ripetungi
  • 22. ”Know who thinks that you’re sexy back." Jeff Esposito PR & Social Media Manager , Vistaprint
  • 23. ”Seeing it, is believing it." Stew Langille CEO and Co-Founder, Visual.ly
  • 24. " I get an orgasm over big data. Make love to data directly and find the unknown unknowns." Avinash Kaushik Digital Marketing Evangelist, Google
  • 25. Why is Social Media Measurement Sexy?
  • 27. Sexy Attributes? - Intimacy - Going Places - Important - Fit - Good Listening - Attractive
  • 28. Sexy Attributes? - Many Talents/Connections - Responsive to Needs - Tell a Good Story
  • 29. #1 Intimacy – The more you use it, the sexier you know it is
  • 30. #2 Going Places – Sexiest growth segment in a terrifying world Source: IBM
  • 32. #3 Important – Sexiest internal social priorities for companies Source: Altimeter 2011
  • 33. #4 Fitness – Not many of us practice it well
  • 34. #4 Fitness – Not many of us do all of it To To Analyze To To Project To Access It and Extract It and Socialize and Measure It Value Build and Monitor and Foresight Communi It Insight -cate It From It
  • 35. #5 Good Listening Skills are Sexy Biggest Sins of Social Media Practitioners Source: Agent Wildfire 2011 Buzz Report
  • 36. #6 Attractive/Good Looks Dashboards and Infographics Source: Radian6 dashboard
  • 37. #6 Attractive/Good Looks Infographics and Dashboards Google Search Returns “Infographics”: Jan’01 – 0.5 million June’12 – 14.2 million
  • 38. #7 Many Talents and Connections Broad Health Signs and Connected Data Marketing/brand engagement Web health Social media Business/Sales health Email Employee/internal health Internal Mobile Customer service/response health Face to Face Research and Innovation Phone Health Community Customer Experience Health Retail
  • 39. #8 Responsive to Needs Less than ½ of Us Track and Follow IUp Source: Satmetrix 2012
  • 40. Engage with Customer Queries and Information….quickly
  • 41. #9 Storytelling - Merchandise and Generate Narrative from Your Measured Successes http://stories.twitter.com/ http://stories.facebook.com/
  • 42. #9 Storytelling - Stumble Upon, Charity Water and Toyota
  • 44. What’s In the Way of Social Media Measurement Sexiness?
  • 45. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients? 1. Inability to measure 40% 2. Lack of budgets 31% 3. No accepted standards/benchmarks 29% 4. Fear of loss of control 29% 5. Inability for culture to accept 25% 6. Technical skills/expertise not in place 23% 7. Do not understand diff. bet. Mass marketing 21% Source: Agent Wildfire Buzz Report 2011
  • 46. Biggest Hurdles to Measurement Sexiness – The Uncontrollables -Sentiment and Language Limits -New social behaviours/new networks/new media -Data quality and datasets -Vendor specific approaches and Industry standards
  • 50. There is no silver bullet to measurement
  • 52. Measurement - You Need to Roll Your Own Social Media Benefits – Risks Value = ---------------------- (vs. objective) Cost
  • 54. Really? “What’s the ROI of putting on your pants every morning?” Scott Monty, Ford Head of Social Media
  • 55. Organic factors: Core product/service + Customer Experience Content and Engagement factors: Interestingness + Socialness + Intimacy + Authenticity + Reputation + Incentives Amplification and connection factors: Presence + Value adds (UGC+insights+support) + Advocacy
  • 56. Proportion and Expectations? Source: Booz Allen
  • 57. How to Make Social Media Measurement Sexier?
  • 60. “Baseball thinking is medieval, they are asking all the wrong questions… Using stats to reread them, we'll find the value of players that nobody else can see. Because everyone else in baseball under values them. Like an island of misfit toys.”
  • 61. The communication, collaboration and social media underrated list: ➷ Content – variety/engagement/impact difference ➷ Community – active members/contributions ➷ Insight and Foresight – business changes from social influence and impacts ➷ Influence – two-level influence/differential impact
  • 63. Measuring Your Home, Neutral and Away Game Home: Neutral: Away: Website Brand Pages Social Networks Blog Personal Profiles Sharing Sites Community RSS Feed Other Blogs Forums Facebook Connect Influencers
  • 66. Agent Wildfire/Wikibrand’s 3rd Annual Buzz Report Survey “We will be able to track the presence and value of conversations much more accurately over the next decade” 88% agree/strongly agree https://www.surveymonkey.com/s/buzzreport2012
  • 67. The socialization of everything… and that’s OK but frustrating
  • 69. 13.8% of online population… …create 80% of the online influence posts 6.2% of online population… …create 80% of the online influence impressions
  • 70. Four sources of Influencer power x x x = R E C S Reach Exposure Credibility Suasion
  • 71. Now we can provide the raw evidence
  • 75. Molson uses LIAM • Leveraging what we see in conversations • Initiating discussion and dialogue • Acquiring people for our community • Managing our communities
  • 76. Area of Benefit - Microsoft Feedback - Emerging top issues - Product issues identified Advocacy - Word of mouth/evangelism/Sharing - Important stakeholders - VIPs Support - Break-fix issues - Recognize people who provide answers Nestor Portillo, Microsoft – Worldwide Director, Community and Offline Support
  • 78. Ten Things If I Was Running Your Social Media Measurement Gig #1 Build a central and localized real-time dashboard #2 Measure the value of social insights, customer support and innovation #3 Hire a sexy infographics designer
  • 79. Ten Things If I Was Running Your Social Media Measurement Gig #4 Update CEO every month – #5 Test ½ year experiments #6 Train and expand staff measurement use
  • 80. Ten Things If I Would Be Running Your Social Media Gig #7 Time Management – Steps – spend 1/4 of time on monitoring/1/4 of time on reporting/1/4 of time on insight and 1/4 time on foresight #8 Time Management – Source – spend 1/3 of time on your owned metrics/your shared metrics/your earned metrics (home, neutral and away game) #9 Don’t benchmark to competition #10 Tell Stories and Celebrate Milestones
  • 81. Moneyball Knows … Reframing the Game “Your goal shouldn't be to buy players. Your goal should be to buy wins. In order buy wins, you need to buy runs.”
  • 83. Q&A Contact me: Twitter: sean@wiki-brands.com @wikibrands @seanmoffitt

Hinweis der Redaktion

  1. We wrote a book – some smart people liked it, we’ve been travelling the last 9 months evangelising our business manifesto – would love for you to join us