Social media. Awareness to action. (draft – to be presented at eMetrics in Toronto) @ davidalston @radian6

Marketers are farmers. Increasing yield is not always about buying more land & spreading more seed. @davidalston @radian6

Ears and eyeballs. Hearts and minds. @davidalston @radian6

Carpet bombing. Hand-to-hand. @davidalston

Return On Investment. Return On Ignoring. @davidalston

Measure twice. Cut once. @davidalston

Begin with the end in mind. @davidalston

Pilots help to create benchmarks. @davidalston

Possible benchmarks to consider are… @davidalston

Attention span = Average span of time a post is retweeted & commented on @davidalston

Exuberance = The monthly count of twestimonials & positive posts @davidalston

Resonance = The total volume of “in sync” conversation around an idea @davidalston

Reverberation = The total volume of inbound linking and generations of retweeting of a post @davidalston

Bucket Volume = Compare the monthly counts of post types (ie. complaints, referrals etc..) @davidalston

Potential = Compare the monthly counts of point of need declarations & estimated revenue/closed @davidalston

Infatuation = Score of the relative direction of inbound & outbound links/tweets between sources. @davidalston

Repetition = Average times per month a source inbound links/retweets your content @davidalston

Activation = The monthly total of new sources that have shared your positive content. @davidalston

Conversation = The total monthly relative share of conversation vs. competitors @davidalston

Engagement = The amount of repeat commenting & length of those comments @davidalston

Conversation. @ davidalston @radian6

Some resources are…

“ Because we love measuring “vs. last year” this is putting many brands in an uncomfortable spot.” - Len Kendall Source: http://altitudebranding.com/2009/03/get-a-yardstick/ @davidalston

“… there are other variables out there that complete the picture of total marketing performance and they all work in unison, as an orchestra of sorts.” - Juliann Grant Source: http://altitudebranding.com/2009/03/get-a-yardstick/ @davidalston

“ What you’re after is a combination of both qualitative and quantitative measurements that - in combination over time - increase the likelihood that when a revenue decision is on the table, your business is the likely recipient.” - Amber Naslund Source: http://altitudebranding.com/2009/03/get-a-yardstick/ @davidalston

“ Hindsight is a beautiful thing, and advertising executives (and creative agencies) like to take credit for improving sales, when really these sales might have little or nothing to do with TV ads. Attribution is one thing, but knowing that something works is entirely different. Social media appears to be a mixture of the two.” - Chris Lake Source: http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success @davidalston