CORPORATE SOCIAL RESPONSIBILITY - FINAL REQUIREMENT.pdf
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
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?
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
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
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
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
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
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.”
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