call to action:
EARNING TRUST BY
RE-FOCUSING THE
MEASUREMENT ISSUE (v.1.)

when talking about social media,
it’s easy to agree that
TRUST
is at its core.

TRUST in order to build relationships

TRUST in order to build relationships
TRUST in order to manage reputation

TRUST in order to build relationships
TRUST in order to manage reputation
TRUST in order to become influencers

TRUST in order to build relationships
TRUST in order to manage reputation
TRUST in order to become influencers
...and ultimately,

TRUST in order to build relationships
TRUST in order to manage reputation
TRUST in order to become influencers
...and ultimately,
TRUST in order to drive performance

one thing we cannot agree on is,
the

social
media
measurement

yes,

measurement
yes,
as an approach to evaluate performance.

this is a problem.

BIG
this is a problem. a problem.

CLIENTS
particularly from the POV of

measurement
free-for-all
who consider that a

no
TRANSPARENCY
leads to

which ultimately leads to
NO TRUST!

which ultimately leads to
NO TRUST!

measurement ?
why can’t we agree on

simply because:

simply because:
“ measures will vary greatly on
on a client-by-client basis
and the network in which we are
communicating/participating* ”
* http://measurementcamp.wikidot.com/start

what now ???
so then,

TRUST
what can the industry do to earn the
of ALL its stakeholders?

CLIENTS.
- and in particular, the trust of

maybe the answer is not that complicated

maybe the answer is not that complicated
maybe it’s not about reinventing the wheel

maybe the answer is not that complicated
maybe it’s not about reinventing the wheel
maybe it’s seeing it from a different angle

maybe the answer is not that complicated
maybe it’s not about reinventing the wheel
maybe it’s seeing it from a different angle
maybe one that doesn’t focus on measurement

maybe the answer is not that complicated
maybe it’s not about reinventing the wheel
maybe it’s seeing it from a different angle
maybe one that doesn’t focus on measurement
maybe one that rather focuses on REPORTING

ermmm..., ???

ermmm..., ???
reporting ???

ermmm..., ???
reporting ???
like what type of reporting ???

the old-school
ACCOUNTING-type of reporting !!!

wha ???
ACCOUNTING-type reporting ???
how so ???

accounting-type-reporting as defined below:

accounting-type-reporting as defined below:
“ the art of standardizing the recording,
classifying, and summarizing of outcomes
in a significant and transparent
manner that allows for interpretation
on the part of decision makers ”
* definition adapted from wikipedia entry for ‘accounting’

FACT:

measure / classify
not all banks their
provisions for bad debt in the same manner.

measure / classify
not all banks their
provisions for bad debt in the same manner.
inflated profits .
this may translate into

FACT:

measure / classify
not all companies their
assets & liabilities in the same manner.

measure / classify
not all companies their
assets & liabilities in the same manner.
skewed financials .
this may translate into

yet,

all banks & companies report their outcomes
yet,
and explain their measurement methodology
under one common set of guidelines, allowing for:

all banks & companies report their outcomes
yet,
and explain their measurement methodology
under one common set of guidelines, allowing for:
transparency,

all banks & companies report their outcomes
yet,
and explain their measurement methodology
under one common set of guidelines, allowing for:
transparency,
interpretation,

all banks & companies report their outcomes
yet,
and explain their measurement methodology
under one common set of guidelines, allowing for:
transparency,
interpretation,
and a sustained degree of :

TRUST!

why then don’t we try this approach in an
SOCIAL MEDIA ???
adapted form on

hmmm..., ok, but :

hmmm..., ok, but :
- how will it work ???

hmmm..., ok, but :
- how will it work ???
- what will it look like ??? and,

hmmm..., ok, but :
- how will it work ???
- what will it look like ??? and,
- what will someone be able to
tell from it ???

well..., how about the following
approach to :

well..., how about the following
approach to :
- how will it work ???

I
peer social
one idea (based on 2 peer collaboration )

I
peer social
one idea (based on 2 peer collaboration ) is
to start off by setting up or building on an existing
MeasurementCamp wiki* .
wiki such as the
* http://measurementcamp.wikidot.com/start

this wiki then serves as the central point where
social media
practitioners contribute their £.02 on the
nuts & bolts of the industry’s reporting guidelines.

consider the following examples of areas where
input from those in the industry will be needed:

1.) identification of reporting metrics -

1.) identification of reporting metrics -
i.e. which are the metrics that must absolutely be
included when reporting the results for any given
social media tactic or strategy.

2.) definition of reporting guidelines -

2.) definition of reporting guidelines -
i.e. how should the framework for reporting be
created, plus what metrics merit an explanation as
to the methods used in obtaining the final figure.

3.) qualification of measurement
methodologies -

3.) qualification of measurement
methodologies -
i.e. which measurement methods are most
frequently used in the industry, and which are
other accepted methodologies.

4.) sharing of campaign results -

4.) sharing of campaign results -
i.e. posting final campaign results onto wiki so
that industry averages can be generated, thereby
becoming benchmarks for performance.

sounds like
industry-wide participation will
be key to the success of this
wiki based approach ,

sounds like
industry-wide participation will
be key to the success of this
wiki based approach ,
correct ???

CORRECT!!!

industry-wide
collaboration will eventually paint a
achieving
clearer picture about what the industry as a
community considers to be reporting essentials.

contribute their
the more those in the industry
£.02 ,
£.02

contribute their
the more those in the industry
£.02 , the more fine-tuned the reporting
£.02
guidelines will become.

what’s more,

the wiki will serve as an educational resource for
clients interested in learning about what the
industry as a whole considers to be -

the wiki will serve as an educational resource for
clients interested in learning about what the
industry as a whole considers to be -
best practices,

the wiki will serve as an educational resource for
clients interested in learning about what the
industry as a whole considers to be -
best practices,
performance benchmarks,
benchmarks

the wiki will serve as an educational resource for
clients interested in learning about what the
industry as a whole considers to be -
best practices,
performance benchmarks,
and, accepted measurement methods

right.

right. so now onto :

right. so now onto :
- what will it look like ??? and,

right. so now onto :
- what will it look like ??? and,
- what will someone be able to
tell from it ???

for illustration purposes, the following are two
examples of reporting tables for two broad
categories of metrics -

for illustration purposes, the following are two
examples of reporting tables for two broad
categories of metrics -
income,

for illustration purposes, the following are two
examples of reporting tables for two broad
categories of metrics -
income,
and brand awareness

income

re
he
ok
lo
income

brand
awareness

e.
er
h
nd
a
brand
awareness

framework that delivers
the tables share a
information in a language that clients understands.

or in other words,

organize
or in other words, the tables
information in a manner that allows for a
performance evaluation to be carried out by:

ANYONE!

social media .
even if they are entirely foreign to

how :
here’s

compliance statement
compliance statement

compliance statement
assures that the results presented abide by the
guidelines outlined by the social media community
on the industry wiki.

metrics column
metrics column

metrics column
identifies all the areas where the campaign
execution has had an impact in the form of results.

data columns
data columns

data columns
self explanatory section that enables the viewer
to track the progress made on the campaign in
chronological order.

percentage change
percentage change

percentage change
provides a wealth of insight by bringing to light
fluctuations in results, thereby revealing valuable
trends.

industry comparison as per wiki
industry comparison as per wiki

industry comparison as per wiki
establishes a benchmark for comparison between
the reported results and the low, average, and
high values of the industry.

in addition,

in addition, the tables make it possible to easily
correlate performance data

in addition, the tables make it possible to easily
correlate performance data - for example:

income
total direct sales
as a percentage of total sales

so,

in conclusion
so, :

sum of these and other insights brought to
the
light by organizing the information in a manner
decision making ,
that enables proper

plus ,
so,

the creation of a wiki that captures the industry’s
consensus regarding

the creation of a wiki that captures the industry’s
consensus regarding the most accepted
methods of measurement,

the creation of a wiki that captures the industry’s
consensus regarding the most accepted
methods of measurement, reporting guidelines,

the creation of a wiki that captures the industry’s
consensus regarding the most accepted
methods of measurement, reporting guidelines,
and industry benchmarks,

combine to create a degree of

interpretation
combine to create a degree of

interpretation
combine to create a degree of
transparency
and

interpretation
combine to create a degree of
transparency
and that clients need in order
earn their

TRUST!

created by:
twitter :: @msamayoa
www.mauriciosamayoa.com