Posts filed under ‘Measurement’
Hey everyone! Hope you had a great weekend and enjoyed the Super Bowl Holiday. I was stuck in meetings all day today, so it was a relief to sit down tonight and catch up on some reading. Here’s what I enjoyed when I got a break tonight, what I Didn’t Read While Hard At Work:
DR. WHAW? – February 8, 2010
- Beware of Vanity Metrics — This excerpt from Eric Ries’ new post on Harvard Business Review is an important read for anyone who ever touches metrics. It’s so easy to get caught up in positive numbers and not pay attention to the fact if these numbers, even though they’re positive, are really the ones you should be watching. A classic case that I always see is when people brag about great Click Through Rates (CTRs). While in some campaigns, this can be a valuable metric, the much more important number is the Conversion Rate. How many of those clicks actually turned into a conversion, whatever that conversion may be. If you’re not turning your Clicks into Conversions, then a high CTR just means your spending much more than you need to be. Love Eric’s three A’s of metrics: actionable, accessible, and auditable.
- Google Set to Make Gmail Social — I know that this one is one from of the “big guys” (Mashable), however, it’s too important to not include. Gmail is about to roll in social updates. As the Mashable title says, this is HUGE. It makes Gmail infinitely more sticky and turns the Google product into an even more complete hub for online activity. The article raises some good questions about whether Facebook and Twitter will be initially included? Also, I know that the majority of the folks in my Gmail chat list are clients that I email with, I don’t necessarily want them to see pictures from Friday night that my friends’ tag — what kind of privacy settings will be enabled? If Google takes it too far, they may actually lose users. Look forward to seeing this rolled out and how it will really function.
- For the life between buildings – some notes on the iPad — I was unfamiliar with this blog, City of Sound, but I’m definitely going to subscribe. Before you click over to this post, let me say that it’s very long…unnecessarily long. However, the first quarter is really great and that’s what I recommend you read. I know it seems silly to include a post that only has 25% of solid stuff, but that’s just how *solid* that 25% actually is. The post is relating the iPad to architecture and urban planning, two favorite topics of mine, and making the argument that it’s the perfect device for “in-between places”: cafes, meeting rooms, bars, planes, cabs, etc. In other words, it’s the ideal device for cities. The argument is a cool one and I’ve never seen one made for software in this manner, so I definitely recommend you check it out!
- Telling Stories With Interfaces — I eschewed the urge to put a typical “Super Bowl Sunday Ad Recap” post in this list, however, this post is inspired by one of the ads. Perhaps my favorite from the night — Google’s Parisian Love. It was such a great, simple, and touching ad. Anyway, Robin writes about how this ad is typical of an entire genre, Telling Stories With Interfaces. She shares some of her favorite other “ads” that do the same. It’s a really cool genre and got me thinking about how we could maybe employ this technique at my business. If for nothing else, visit this one to watch some other really cool stories.
- PR Ethical Dilemmas of Ghost Commenting — For as many opportunities bore by social media, there are just as many “traps.” Many companies out there think they can game the system or pay someone to worry about the “problem” for them. Todd Defren runs an impressive agency, SHIFT, and has had a series of interesting posts talking through different social media/pr ethical dilemmas. This one gets into ghost commenting and whether an agency should comment on behalf of their clients. Todd takes two stances in the post and I agree 100% with him on both. Check it out and see what you think.
- Big Think Interview with Jason Fried — OK, I know that the “R” in DR WHAW stands for “Read,” but I had to throw this video in here. Maybe listen to it in the background while you read one of the other posts. This is a good 30 minute interview with Jason Fried, founder of 37signals. Jason’s signature “thing” is to be blunt and very opinionated. He rarely disappoints, and that holds true in this interview. However, there’s no denying that he has been uber successful and is an extremely smart designer, entrepreneur, and person. Check out this interview and try to gleam some good advice for your business or your clients’.
Last week marked the first #measurepr Twitter chat, hosted by Shonali Burke and Katie Paine, two measurement gurus. I highly recommend looking out for the next chat because there were a lot of good ideas and thoughts, and you should read the chat transcript here.
During the chat, Shonali made a comment that really struck me. We were talking about measurement in public relations and how to improve our efforts. And Shonali had this to say:
“I think you have to get into a “measurement state of mind.” Always questioning.”
I could never have said this better myself. When you’re trying to start measuring in PR or otherwise, it’s important to fully immerse yourself and get into a measurement state of mind.
While I don’t want to be extreme and insist that you measure absolutely everything you do, I think it’s important to view everything you do with an analytical eye. As you begin each new campaign or program, one big focus should be not only what your goals are, but how you will measure those goals.
Measurement along the way and at the end are both equally important, and that’s why you should always be questioning. It should never been something you do at one stage in the process, measurement should be on your mind all the time.
This is something I find myself doing, almost to a fault. I know I must sound like a broken record when every time a new technology or tool emerges, my first thought is: and how will we measure that?
Whether or not it’s something that falls under your particular job description, I encourage you all to think about how you can incorporate measurement into your work every single day. As public relations continues to evolve, there will be a constant struggle to prove its worth, and not just to our own bosses anymore.
How will you show your value to your company, to your department? In what ways could you integrate measurement into your current daily routine?
Recently Bravo TV announced a partnership with the geo-location social network, Foursquare. New badges will be integrated into Foursquare that match up with popular Bravo shows. My first reaction to this was: AWESOME!
My second reaction, though, was to wonder how this new kind of campaign will be measured. More and more the lines between different types of media are blurring as integrated marketing campaigns become the norm. How do you measure across media?
Even as campaigns begin to use multiple media channels, it often seems clear which channel is the most important and which are just sidekicks. In the case of Foursquare and Bravo, however, it isn’t clear which channel is being favored. Will one benefit more in the end? How will you compare metrics?
Different media require different metrics, right? But when you begin to mix and match media, which metrics have the most meaning? I really don’t have any experience with this, and I am curious to hear what y’all think.
I would guess that you would want to use different metrics for each media channel that you use in a given campaign, but I am unsure how you would compare different metrics. If you’re focusing on Web site clicks and TV commercial views, do they have equal value? Does one have more value to you? Why?
These are just a few questions I’ve been thinking about since I started thinking about integrated marketing campaigns, and I would love to hear your feedback and experiences in this area.
And I’m back! I hope you’ve like the first two contributor posts on DR. WHAW! I’m excited to have help, and I am already thrilled and impressed by what they bring to this feature. I can’t wait for more! It’s been one heck of a week for me, so I’m just gonna jump right into what I Didn’t Read While Hard At Work (but wanted to!) today.
DR. WHAW? – February 3. 2010
1. Social Media is Making Measurement More Vertical by Katie Paine — I absolutely love this post from the queen of measurement herself, Katie Paine. If you read no farther than the first paragraph it is worth your time: social media or not, measurement needs to be a focus. You must understand how you are measuring and what you are measuring, and you must know before you start that next campaign.
2. Social Media is not a Telephone or Pants by Tac Anderson — There are those that try to discredit measurement and ROI, specifically, by asking you to measure the ROI of your pants. And that’s just ridiculous. Measuring the ROI of your pants is nothing like the measuring social media and the returns that you get from using it. Don’t let ridiculous analogies stop you from understanding the value in your social media programs.
3. Facebook Develops Conversation Tracking Tool: What’s A Fan Worth? by Laurie Sullivan — Facebook has developed a tool that will allow users and companies to track conversations on the social network. I was excited to hear about this because other tracking tools do not always track Facebook posts quite well. I wonder if it’s useful or how it compares, has anyone had a chance to try it?
4. The Social Media Class of 2010 – Top Marks in Measurement, Lifestreaming and Predictive Web from Ogilvy Public Relations — I know I shouldn’t include this post because they’re technically a rival. This is incredible because the social media folks growing up today are getting top marks for measurement, which is just incredible and I can’t wait to see how much we will all learn this year.
5. A Frank Conversation About Social Media Measurement by David Berkowitz — If you are like me and missed out on the great panel at OMMA Social event this week, this is a great wrap-up about measurement and how a lot of big thinkers in social media are approaching it.
6. Social Media Pros Sound Off On Measurement Without Tools by Gab Goldenberg — If you know me, you know I’m all about crowdsourcing! This is a great look at what many different Twitter users are saying about measurement without the ever-popular tools.
7. Google Analytics Releases Mobile Search Tracking by Paul Teitelman — I am so pumped to see this! I was just wondering a few weeks ago how to measure the new mobile craze. Can someone please try this out? Tell me how it is? While this doesn’t measure all aspects of mobile that I would like to explore, it is definitely a start.
And with that, I’m out! A bit more work and then bed await, and I can’t for y’all to meet Caleb Gardner tomorrow.
This post was written by new and awesome DR. WHAW? Contributor Melissa Cafiero!
Can you believe it’s already February? Where did January go?! I can tell you where mine went, and it was pretty hectic, so here’s to a fabulous February!
Before we get started, I’ll tell you a little about me and what my Didn’t Read While Hard At Work posts will cover. I work with GolinHarris in Dallas, where for nearly four years, I’ve been learning all about public relations while working with technology clients. Given my background, my DR. WHAW posts will focus on PR and social media, but because I am still learning the ropes in life and my professional life, I’ll also try to throw in a dash of professional/personal development material.
I’m so excited to join the DR. WHAW family and hope you enjoy my first installment!
DR. WHAW? – February 2, 2010
- Godfather Colin Gunn used Facebook to run empire from jail by Daniel Foggo and Carl Fellstrom – Colin Gunn, one of the most dangerous gangsters in the UK, was able to setup and maintain a Facebook account while behind bars in a maximum security prison. He even taunted enemies in his status updates. According to an official, social networking sites are prohibited and Gunn’s profile has since been shutdown. Although the article doesn’t dive into a discussion on free speech and/or public relations issues, it’s still food for thought.
- How Is PR Changing? by Jeremy Porter – Everything changes, we know that. Porter makes a good point: PR itself isn’t really changing; however, our audience now has a voice. We also need to think about technology and its impact, new skills we need to possess to stay marketable in the workforce and different ways to effectively measure results.
- Resource: 2010 Edelman Trust Barometer – There’s a ton of content here, and clearly I didn’t have time to thoroughly consume every piece of it. Trust in businesses in the US increased to 54 percent, though “…the rise is tenuous, however, with nearly 70 percent saying business and financial companies will revert to old habits when the financial crisis is over.” According to the news release, “For the first time, this year’s survey shows that trust and transparency are as important to corporate reputation as the quality of products and services.” Wow. I do have to give some kudos to my company, GolinHarris, which started a Get Real campaign late last year which emphasizes authenticity. Don’t forget to check out the Edelman videos, too!
- Revealed: Which social networks pose the biggest risk? by Graham Cluley – Sophos recently published its Security Threat Report 2010 and it shows that 60% of people think Facebook poses the biggest security threat. Facebook has been taking a hit recently, particularly with its changes to privacy settings. Not too much new info here, but still worth noting.
- The Taboo (But Critical) Community Skill by Amber Naslund – While social media is about community and building relationships, we need to keep in mind that it’s also about sales. I’ve been asked before about providing ROI for the activities we suggest to our clients. They want to know that they’ll be getting something ($$) out of the time they’re investing. Be sure to read the comments as well for additional nuggets of info!
- Is Real-Time Search Good for Businesses? by Michael Brito – This article discusses the impact real-time search results will have on your business – timeliness. You/your clients have to be ready to respond! Also see the post from ZDNet’s Jennifer Leggio: Google real-time search + Twitter = a wake-up call for brands.
- Fourteen Tips for Getting More Sleep — and Why It Matters by Gretchen Rubin – I love The Happiness Project blog. As we continue to work harder, push ourselves and take on more responsibilities, we also have to remember to get enough sleep. Sleep improves your mood, energy level and has positive impacts on your health. Put away the laptop, let go of the iPhone, turn off the light and close your eyes.
See you tomorrow!
In July, I switched my social media mindset to take on a more professional tone. At this time, I set some goals for myself and decided that I would track my own progress and growth. However, at the same time, I knew what my ideal results would be, and in hindsight, I let this affect how I measured. While it’s always important to understand your goals and ideal results, sometimes we get too focused on these and lose sight of the truth.
Think about it. When you measure, are you thinking of the true results or your end goals?
I am guilty of focusing too much on the end goal. During my first month of blogging and Tweeting, I measured myself based upon the number of followers I gained. During the next month, though, I focused more on the number of @replies I got on Twitter, that is, I focused on how many people were responding or talking to me. But why the change?
Simple. I had far more total @replies than increase in followers during my second month. Is this accurate? Technically, yes. But does it really show the whole picture? Does it honestly track my progress? Of course not.
It’s such an easy trap to fall into. It’s easy to track the metrics which paint the best picture instead of consistently using the same metrics to measure your real progress. Catering to true goals and date, not to results, it the key.
This is not to say that sometimes mid-way through a campaign or program you can’t change your metrics or focus. Sometimes we realize after getting started that there are metrics we hadn’t considered which are much better suited to our needs. In this case, switch! Just be sure to retroactively asses your entire progress and not just recent weeks.
As measurement is becoming thrust on more and more of us, I beg you to think about whether you are truly measuring what you mean to be? Or are you just looking for the results you want?
Very much delayed, and I wish I could explain the reason why! You’ll just have to trust me on this. I was held up by a HUGE monitoring project this week, and I’m thrilled to be so busy. But still, I wanted to share what I Didn’t Read While Hard At Work on Tuesday.
DR. WHAW? – January 19, 2010
1. How Relationships Improve Sales by Chris Brogan — OK. I try not to include posts from the “big guys” too often because their content already gets plenty of exposure without my help. But in this case I wanted to make an exception. It’s a couple weeks old, but I love that this gives a good reason why relationships actually do affect the bottom line, which is what most executives these days are worried about. This is the reason we measure social media and engagement. It really does matter!
2. ROI Measurement: The 4th Stage of Social Media Maturity by Matt Carter — Recently a report was released which, among other things, outline what it called the Social Media Maturity Road Map. I loved this blog post because it highlighted where this report was completely (and disappointingly) lacking: measurement. I am so impressed to see others who share my passion for measurement and insist that it belongs in the discussion.
3. 100 Ways To Measure Social Media by Rodger Johnson — 100?! Can you believe it? This is a pretty good list of 100 ways to measure social media, and I would say it is by no means a comprehensive list. My goodness. You should definitely consult this list the next time you’re stumped as to how you can effectively measure a social media campaign, but also let’s all take a moment to appreciate how far measurement has come in so little time.
4. Simple Social Media Measurement Matrix by Sandra Fathi — This is kind of a cool concept! Sandra has created a matrix for social media that explains what metrics to look for based on what network you’re focusing on. I like this mostly because I think it’s a good way to organize all the different social networks out there, but I don’t think this has to be your absolute guide. Metrics change as projects do, but this structure is a good tool to use.
5. What ROI measurement system do you use by Henry Alzamora — This one I thought was just darn cool because measurement, particularly related to social media, is cropping up everywhere for me these days. Even on LinkedIn! Maybe I’ve missed it before, but I thought it was really neat that someone had started a discussion about measurement (ROI!) on a group on LinkedIn. Awesome!
6. Concrete Social Media Measurement Will Come by Scott Gulbransen — I love this. We’re not quite there yet. As much as I’d love to believe that measurement is ready to take on the world, it’s definitely not true. Not just yet. And this is a great post because it calls that out, but it also gives hope that there will be concrete measures for social media one day.
7. The Great Social Media Measurement & Analytics Fallacy by Matt Carter — I know, I know! Two posts from the same author. This doesn’t happen! But I think that Matt Carter earned two spots today. I get in the habit of forgetting that measurement (and measurers) can be flawed, too. I love this analytical look at measuring engagement because it calls into questions some assumptions that we make. What do you think about this? Where do you stand?
Better late than never, eh?
Now that I am settled into my new job as mini measurement guru at Edelman Digital, I think it’s about time I thought through some serious personal and professional goals. Because it’s the age of crowdsourcing I figure the best way to start the process is by asking y’all for advice!
For those of you who have written out professional or personal goals, how do you start? Do you have a timeline for your goals? I know that many of the answers may be, “it depends.” But what I’m trying to get at, I guess, is what is really reasonable?
Growing up during this time and with this technology, I have started to wonder whether the goals I have imagined for myself are completely outdated anymore or if they’re still unreachable. And being a measurement nerd, I know that I will want to be able to measure milestones as I go, and I will want to be able to analyze trends. Is that too much? Is that too in depth for my personal life?
At what point do goals stop being helpful and start becoming a burden and weight on my mind? I would love to hear personal experience with personal or professional goals that you have or have not reached. How did you go about setting them? How did you track or measure your progress? At what point did you declare your goal achieved or not?
Please share your comments and ideas with me. I know that I will probably evolve my own methods as I go, but y’all are a smart bunch and will provide a great jumping off point.
Oh boy! I had a great night last night with my old coworkers from StrategyOne, and I ended up coming home much later than I anticipated! I thought maybe one drink after work and then I would head home. Instead, I ended up talking late into the night with two great friends, and I cannot wait to do it again! I finally feel like I’m making some true, good friends here in Chicago. And that feels great.
Early this morning, I met up with Sydney Owen (fellow blogger and new Chicagoan) for coffee before heading to volunteer orientation for PAWS Chicago. It was a great morning, and I’m very excited to get started with training and then hopefully some volunteering this coming week! Also, it was great to meet Sydney IRL!
So now that you know why DR. WHAW? is so late, I bring you what I Didn’t Read While Hard At Work (but wanted to) yesterday.
DR. WHAW? – January 15, 2010
1. Top Social Media Monitoring & Measurement Posts of the Week by Hannah Del Porto — Why feature this post when it could be a replacement for DR. WHAW? Well, I think it’s just darn cool that I’m not the only one on the look out for posts about measurement, particularly in the social media space. Also, I agree with many of the picks that they chose! I don’t think I’ll lose all of my readers just because I share this link, I know y’all like me for other reasons, too. In all seriousness, this is an awesome digest and I highly recommend it!
2. Social Media Marketing Measurement from Google Socializer — I wanted to share this post with you for two reasons: 1) It’s a good argument for why measurement should focus on actual returns, not clicks, and 2) I saw this post Retweeted all over the place yesterday which was really encouraging. Every time I see that people are not only writing about this, but also sharing it, I am so thrilled to know that this is slowly becoming mainstream.
3. 6 steps to measure social media by Katie Paine — This post was a no-brainer for me because it’s from one of the best minds in measurement today, Katie Paine. More than that, however, this is really one of the first times I’ve seen Katie focusing upon online media in her measurement as most of her work is based on traditional media. I like to see her wisdom being applied in this new space, and I’m excited to see more!
4. Social Media Secrets and Resources Revealed by Dana Oshiro — I thoroughly enjoyed this post because it takes a recent presentation which gave the social media secrets for 2010 and gave concrete tactics and resources to actually improve your social media strategy. And it helped that the first secret was to pay attention to metrics, of course!
5. Start – And Finish! – with a Goal by Cat Lincoln — I like this because it expands on a popular most from Mashable this week which suggested how to create social media contest. Emphasis on a goal is highly important in social media and in public relations (or marketing) in general, and I honestly don’t think we say that enough.
6. London really is the capital of Twitter by Camille Jouneaux — This is a really cool use of social media metrics! The Twitter population was broken down by country and also by city, and guess what they found! Exacly, London has the most people on Twitter. Maybe not a huge revelation, but I still thought it was a cool use of metrics.
7. Public relations in the recession: Good news from The Economist — This post does not really focus on measurement, but I still thought it was worth highlighting because it suggests that public relations is one of the few industries that isn’t shrinking in this recession. In fact, this downturn may have been one of the best things ever to happy to public relations. What do you think about this?
I hope your weekend has started off well, y’all! What have you been up to? What are your plans for the rest of the weekend? And make sure to leave me some comments on how I’m doing!
Another busy day at the office, but I’m so happy to be where I am. If you haven’t been around the blog lately, check out my post about my new gig and say hello to tell me what’s new in your life. I’m being a super-multitasker tonight and participating in the #u30pro chat while I fill y’all in. Without further delay, here’s what I Didn’t Read While Hard At Work today!
DR. WHAW? – January 14, 2010
1. Why CMOs Need to Instill Better Measurement Discipline… Now by Jim Lenskold — The title alone should tell you why I’m all about this article from MarketingProfs. Measurement is so incredibly important, and I think that it is key to get this into PR mindsets as soon as possible. I learned a little about measurement in college, but absolutely everyone in PR needs to learn early and often how important measurement integration is.
2. Inability To Track ROI Does Not Absolve You From Measuring by Rachel Happe — Beautiful, this is just what I like to see! Measurement does not have to mean ROI. Calculating ROI is really a financial thing, and may not be the best measurement for every campaign or project. This doesn’t mean that you cannot measure anything, though. There is an in between.
3. Twebinar Recap: Xbox by Gwen McIntyre — There is nothing that I love more these days than Radian6, and this is a great case study of sorts from the folks at Radian6. It’s a great look at what you can find when looking at social media chatter and how much you can learn through measurement. Also, it shows what Radian6 can do, and I just can’t get enough of them.
4. Catching up to Mobile by Adam Cahill — Just what I was looking for a few weeks ago when I wondered how the heck to measure mobile. This is a great introduction to how we can catch up with mobile technology because there is nothing left to do but catch up! If you’re as interested in mobile as I am, then you need to check this out.
5. Nonprofict Social Media – Integration is Key by Heather Whaling — I know that I don’t focus much on nonprofit organizations, but I should give them more credit. This is a great look at social media (and measurement!) from the view of a nonprofit. This is a great read for anyone interested in social media or nonprofits.
6. Video: The Future of Social Media by Steve Rubel — This is just a great look at the world ahead from one of the greats in social media. It takes a look at why you need to be online, how to send the right messages, how to measure social media metrics and how reputation works in the new digital world. This is absolutely a must-read!
7. I’ll Never Go Back To School by Matt Cheuvront — I wanted to include this blog post because I think it’s an important discussion, and believe me! There is a HUGE discussion already blooming over here (143 comments at time of writing). Matt Chevy explains why he will never go back to get his Masters Degree and what that’s the best decision for him. I have been thinking lately about whether I really do want to eventually go back for my own Masters, and this blog post made me stop and question my reasons. What do you think? Please, weigh in!
And with that, I must get to my Thursday evening TV shows! I’m an avid Bones fan, and I hear there’s some alien funny business on this one! Happy almost-Friday, y’all.