Metrics that Matter
Upcoming SlideShare
Loading in...5
×
 

Metrics that Matter

on

  • 3,154 views

My presentation to SES London 2012 - metrics that matter

My presentation to SES London 2012 - metrics that matter

Statistics

Views

Total Views
3,154
Views on SlideShare
3,107
Embed Views
47

Actions

Likes
3
Downloads
46
Comments
0

10 Embeds 47

http://www.linkedin.com 22
https://www.linkedin.com 6
http://alecuomo.posterous.com 5
http://tweets.willcritchlow.com 4
http://us-w1.rockmelt.com 4
http://bitly.com 2
http://paper.li 1
http://twylah.local 1
http://tweets.distilled.net 1
https://abs.twimg.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Metrics that Matter Metrics that Matter Presentation Transcript

  • London | 20–24 Feb, 2012 | #seslondonMetrics that Matter Will Critchlow Distilled @willcritchlow
  • I’m focusing on managing teams or agencies Picture: http://www.flickr.com/photos/zilpho/2964153404/
  • Who’s been bawled out for not getting enough links? Picture: http://www.flickr.com/photos/localjapantimes/4765784173/
  • Saying “just do it better” isn’t very helpful Picture: http://www.flickr.com/photos/huf/3979644185/
  • Step 1: have a planPicture: http://www.flickr.com/photos/topekalibrary/3513847230/
  • Side-note – get it signed off Picture: http://www.flickr.com/photos/speakingoffaith/3514709815/
  • Watch how fast the sausages come out, sure Picture: http://www.flickr.com/photos/somisguided/3396167043/
  • But when stuff goes wrong(*) (*) and stuff will go wrong Picture: http://www.flickr.com/photos/db0yd13/3085020258/
  • Realise that the metrics that matter are INPUTS(*) (*) or the plan was a rubbish Picture: http://www.flickr.com/photos/somisguided/3396167043/
  • i.e. If the sausages aren’tcoming out fast enough, it’s this guy’s fault Picture: http://www.flickr.com/photos/somisguided/3396167043/
  • Here’s how I structurereporting: • Activity • Output • Results
  • Activity What have you done?Picture: http://www.flickr.com/photos/soldiersmediacenter/6214677360/
  • Examples:hours spent, emails sent (I like toggl.com)
  • Output How’s the plan going?Picture: http://www.flickr.com/photos/topekalibrary/3513847230/
  • Is all the activity creating the desired outputs? (This is actual outreach data from an email from our head of outreach)Total Hours Spent As Team: 24.75Total Sites Reached Out to: 63Total Responses: 36Response Rate: 57%Number of Successes: 18Rate of Success: 50%
  • ResultsHow much money have we made? Picture: http://www.flickr.com/photos/59937401@N07/5929622407/
  • Get as close to the money as you can (that’s really the others’ presentations) UniqueSource/Medium Revenue Visitorsgoogle / organic 13,279 $42,910.90(direct) / (none) 9,487 $18,149.00
  • Oh, and show what’s holding you up (excerpt from a real email from a PR company we worked with) Note: WC provided additional editorial content for BBC online feature – chasing next steps from journalist Action: Metro interview to be re-scheduled ASAP – LG continuing to liaise with journalist Note: WC provided content for first Bnet feature Action: WC to provide summary paragraph for end / LG to forward to journalist – ASAP
  • Discovering problems(normally): • Results • Output • Activity
  • Fixing problems (always): • Results • Output • Activity
  • You can know things are going wrong well before you’re sliding along on your arse Picture: http://www.flickr.com/photos/edwardk662/3875428370/
  • Focus on leading indicators of success (or failure) Picture: http://en.techorange.com/wp-content/uploads/2011/11/Picture-4-425x313.png
  • “Ontrackness”Picture: http://www.flickr.com/photos/jeffcovey/3771680423/
  • Soft metrics: “Do people like it?”Picture: http://www.flickr.com/photos/pasukaru76/4892378102/in/photostream/
  • Summary – these are themetrics that matter (IMO): • Activity • Output • Results
  • Will CritchlowFounder, Distilledwww.distilled.netwill.critchlow@distilled.net@willcritchlow