Measurement is Sexy - Wikibrands

Measurement is Sexy (and could be even sexier)CMA Social Media ConferenceTorontoJune 12th, 2012 Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace www.wiki-brands.com

#wikibrands #CMAsocial @seanmoffitt @wikibrands@cdnmarketing

The Old Spice Guy ofBusiness + Digital + Marketing + Social

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What “words” come to mind when you think of measurement?soul-destroying number-crunching management inconclusive integrated evil boring necessaryuseless expected lieing nerdy critical helpful vital inaccurate tough elusive worth it wrong geeky

New Media Needs To Grow Up The Evolution of Engagement/Social1998-2001 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 next10 years will be statisticians. And I’m notkidding.” Hal Varian, Chief Economist, Google

Source: MasterInIt.org

The Geekiness of TV – Top Shows….GeekFactor/Intellect 1982 1992 2002 2012

December 1996 December 2011

What We Love On TED Talks

Of Metrics Of Data Of Infographics

Some Big Ideas on Sexing up SocialMedia Measurement?

Devon SmithDirector of Social Media, Threespot

Get a Nice Room… Libby Snead Senior Marketing Manager, Simply Measured

When youre dating, you are constantlylooking to know exactly what he or shethinks of you ... do they like you ... do theyfind you attractive ... will they say "yes" ...When you get right down to it, though,what youre doing is measuring. Havingverification that what youve done hasresulted in a known (and hopefully positive) Jason Fallsoutcome is what measurement is all about. Top rated Social Media Blogger, Author,So measuring your activity and finding out Consultantthose answers is a huge turn-on ... just trynot to get your measurement successconfused 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 todata directly and find the unknown unknowns." Avinash Kaushik Digital Marketing Evangelist, Google

Why is Social MediaMeasurement 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$689MTBD$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 ToAccess It and Extract It and Socialize and Measure It Value Build andMonitor 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 LooksDashboards and Infographics Source: Radian6 dashboard

#6 Attractive/Good Looks Infographics and DashboardsGoogle Search Returns “Infographics”: Jan’01 – 0.5 million June’12 – 14.2 million

#7 Many Talents and ConnectionsBroad 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 NeedsLess than ½ of Us Track and Follow IUp Source: Satmetrix 2012

Engage with Customer Queries andInformation….quickly

#9 Storytelling- Merchandise and Generate Narrative from Your Measured Successeshttp://stories.twitter.com/ http://stories.facebook.com/

#9 Storytelling- Stumble Upon, Charity Water and Toyota

What’s In the Way of Social Media Measurement Sexiness?

The biggest obstacles that continue to existin 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/newmedia-Data quality and datasets-Vendor specific approaches and Industrystandards

Source: Insites Consulting 2012

There is no silver bullet to measurement

Measurement - You Need to Roll Your Own Social Media Benefits – Risks Value = ---------------------- (vs. objective) Cost

Really?“What’s the ROI of putting on yourpants 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 + IncentivesAmplification and connection factors:Presence + Value adds(UGC+insights+support) + Advocacy

Proportion and Expectations? Source: Booz Allen

How to Make SocialMedia Measurement Sexier?

“Baseball thinking is medieval, they areasking all the wrong questions…Using stats to reread them, well find the valueof players that nobody else can see. Becauseeveryone else in baseball under values them.Like an island of misfit toys.”

The communication, collaboration and socialmedia 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

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

Agent Wildfire/Wikibrand’s 3rd Annual Buzz Report Survey“We will be able to track the presence and value ofconversations much more accurately over the next decade” 88% agree/strongly agreehttps://www.surveymonkey.com/s/buzzreport2012

The socialization of everything… and that’s OK but frustrating

13.8% of onlinepopulation… …create 80% of the online influence posts6.2% of onlinepopulation… …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

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-timedashboard#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 onreporting/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 sharedmetrics/your earned metrics (home, neutral and awaygame)#9 Don’t benchmark to competition#10 Tell Stories and Celebrate Milestones

Moneyball Knows …Reframing the Game“Your goal shouldnt beto buy players. Your goalshould be to buy wins. Inorder buy wins, you needto buy runs.”

Q&A Contact me:Twitter: sean@wiki-brands.com@wikibrands @seanmoffitt

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Measurement is Sexy - Wikibrands

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