THE FUTURE OF MEASUREMENT<br />Colin Wheeler, Waggener Edstrom<br />
WHAT ARE WE MEASURING?<br />PLUS…<br />
No surprises but …<br />~ 600 tweets per second<br />30 billion pieces of content shared each month<br />(web links, news ...
Millions<br />Billions <br />Trillions?<br />$7,800 Billion<br />$2,800 Billion<br />
‘OLD’ MEDIA IS STILL HERE<br />
Lot of tools to measure online media<br />
BUT…<br />Website/IT<br />Corporate <br />comms<br />Marketing<br />CustomerResearch<br />Legal<br />
NEED TO …<br />PAUSE<br />FOR<br />BREATH<br />Photo Credit: http://www.flickr.com/photos/wheatfields/4754350449/<br />
THE FUTURE OF MEASUREMENT<br />It’s about<br /><ul><li>What’s working
Identifying impact
Next actions</li></ul>Perhaps this is all just too hard?<br />
WHY SHOULD WE BE MEASURING?<br />COMMS MESSAGING EFFECTIVENESS<br />REACTIVE BRAND PROTECTION<br />INFLUENCER IDENTIFICATI...
GETTING IT RIGHT – BACK TO BASICS<br />Be clear about what you are measuring and why<br />Align measurement with your comp...
Customise<br />Be flexible<br />Integrate<br />BE CREATIVE IN YOUR MEASURES<br />
HAVE SOME FUN WITH YOUR OUTPUTS<br />
LOOK OVER TIME<br />
SOCIAL GRAPH<br />
THE HUMAN ELEMENT<br />Doing it right involves resources<br />Plan for different outcomes<br />Measurement for it’s own sa...
GET OPINIONATED<br />More than just numbers<br />Multiple inputs<br />Actions<br />
BIG CONSEQUENCES FOR GETTING IT RIGHT<br />MARCOMMS<br />PRESS OFFICE<br />PRODUCT  DEV/ R&D<br />CUSTOMER SERVICE<br />
Upcoming SlideShare
Loading in...5
×

The future of measurement

1,324

Published on

A perspective on measuring Social Media from Colin Wheeler, Head of Insight and Analytics EMEA for Waggener Edstrom

Published in: Business, Technology
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,324
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
22
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

The future of measurement

  1. 1. THE FUTURE OF MEASUREMENT<br />Colin Wheeler, Waggener Edstrom<br />
  2. 2. WHAT ARE WE MEASURING?<br />PLUS…<br />
  3. 3. No surprises but …<br />~ 600 tweets per second<br />30 billion pieces of content shared each month<br />(web links, news stories, blog posts, notes, photo albums, etc.)<br />100m+ professionals around the world<br />13 million hours of video uploaded in 2010<br />Total identified blogs: 158,360,910<br />? ? ?<br />
  4. 4. Millions<br />Billions <br />Trillions?<br />$7,800 Billion<br />$2,800 Billion<br />
  5. 5. ‘OLD’ MEDIA IS STILL HERE<br />
  6. 6. Lot of tools to measure online media<br />
  7. 7. BUT…<br />Website/IT<br />Corporate <br />comms<br />Marketing<br />CustomerResearch<br />Legal<br />
  8. 8. NEED TO …<br />PAUSE<br />FOR<br />BREATH<br />Photo Credit: http://www.flickr.com/photos/wheatfields/4754350449/<br />
  9. 9. THE FUTURE OF MEASUREMENT<br />It’s about<br /><ul><li>What’s working
  10. 10. Identifying impact
  11. 11. Next actions</li></ul>Perhaps this is all just too hard?<br />
  12. 12. WHY SHOULD WE BE MEASURING?<br />COMMS MESSAGING EFFECTIVENESS<br />REACTIVE BRAND PROTECTION<br />INFLUENCER IDENTIFICATION<br />CUSTOMER SERVICE CHANNEL<br />
  13. 13. GETTING IT RIGHT – BACK TO BASICS<br />Be clear about what you are measuring and why<br />Align measurement with your company goals and the goals of the activity <br />Start thinking about measurement early<br />
  14. 14. Customise<br />Be flexible<br />Integrate<br />BE CREATIVE IN YOUR MEASURES<br />
  15. 15. HAVE SOME FUN WITH YOUR OUTPUTS<br />
  16. 16. LOOK OVER TIME<br />
  17. 17. SOCIAL GRAPH<br />
  18. 18. THE HUMAN ELEMENT<br />Doing it right involves resources<br />Plan for different outcomes<br />Measurement for it’s own sake<br />Be opinionated<br />
  19. 19. GET OPINIONATED<br />More than just numbers<br />Multiple inputs<br />Actions<br />
  20. 20. BIG CONSEQUENCES FOR GETTING IT RIGHT<br />MARCOMMS<br />PRESS OFFICE<br />PRODUCT DEV/ R&D<br />CUSTOMER SERVICE<br />
  21. 21. I’m not Leonardo but …<br />Polymaths<br />
  22. 22. Monocle<br />New scientist<br />Economist<br />HBR<br />What if we had a clean slate<br />
  23. 23. QUESTIONS?<br />cwheeler@waggeneredstrom.com<br />@Colin_Wheeler<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×