Sean Moffitt's presentation at the Canadian Marketing Association Social Media Conference June 2012, with help from friends

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

4. Alternate Presentation Title

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?

7. “Geek is Chic”

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

9. Source: MasterInIt.org

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?

26. What Makes People 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

31. $326M
$689M
TBD
$300M
$400M

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

48. Source: Insites Consulting 2012

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

64. The Future

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

74. Sexy Measurement
Brands

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

77. What to Change

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