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 ...
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
           ...
TRUST in order to build relationships
TRUST in order to manage reputation
TRUST in order to become influencers
           ...
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
   comm...
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 ...
maybe the answer is not that complicated
maybe it’s not about reinventing the wheel
maybe it’s seeing it from a different ...
maybe the answer is not that complicated
maybe it’s not about reinventing the wheel
maybe it’s seeing it from a different ...
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 out...
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.
            ...
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.

  ...
yet,
all banks & companies report their outcomes
yet,
and explain their measurement methodology
under one common set of guideli...
all banks & companies report their outcomes
yet,
and explain their measurement methodology
under one common set of guideli...
all banks & companies report their outcomes
yet,
and explain their measurement methodology
under one common set of guideli...
all banks & companies report their outcomes
yet,
and explain their measurement methodology
under one common set of guideli...
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 a...
this wiki then serves as the central point where
social media
practitioners contribute their £.02 on the
nuts & bolts of t...
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 ...
2.) definition of reporting guidelines -
2.) definition of reporting guidelines -
i.e. how should the framework for reporting be

created, plus what metrics merit ...
3.) qualification of measurement
methodologies -
3.) qualification of measurement
methodologies -
i.e. which measurement methods are most

frequently used in the industry,...
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...
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

c...
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 con...
the wiki will serve as an educational resource for

clients interested in learning about what the

industry as a whole con...
the wiki will serve as an educational resource for

clients interested in learning about what the

industry as a whole con...
the wiki will serve as an educational resource for

clients interested in learning about what the

industry as a whole con...
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 -

inc...
for illustration purposes, the following are two

examples of reporting tables for two broad

categories of metrics -

inc...
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 ou...
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...
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

chronolog...
percentage change



percentage change
percentage change



provides a wealth of insight by bringing to light

fluctuations in results, thereby revealing valuable...
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, avera...
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

                      dec...
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, reporti...
the creation of a wiki that captures the industry’s

consensus regarding the most accepted
methods of measurement, reporti...
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 t...
TRUST!
created by:

    twitter :: @msamayoa

www.mauriciosamayoa.com
Refocusing the approach to Social Media Measurement
Refocusing the approach to Social Media Measurement
Refocusing the approach to Social Media Measurement
Upcoming SlideShare
Loading in …5
×

Refocusing the approach to Social Media Measurement

1,958 views

Published on

For those that believe Social Media is here to stay, and want to solve the industry's measurement issues before it burns client trust.

Published in: Business, Technology, Education

Refocusing the approach to Social Media Measurement

  1. 1. call to action: EARNING TRUST BY RE-FOCUSING THE MEASUREMENT ISSUE (v.1.)
  2. 2. when talking about social media, it’s easy to agree that TRUST is at its core.
  3. 3. TRUST in order to build relationships
  4. 4. TRUST in order to build relationships TRUST in order to manage reputation
  5. 5. TRUST in order to build relationships TRUST in order to manage reputation TRUST in order to become influencers
  6. 6. TRUST in order to build relationships TRUST in order to manage reputation TRUST in order to become influencers ...and ultimately,
  7. 7. 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
  8. 8. one thing we cannot agree on is, the
  9. 9. social media measurement
  10. 10. yes,
  11. 11. measurement yes, as an approach to evaluate performance.
  12. 12. this is a problem.
  13. 13. BIG this is a problem. a problem.
  14. 14. CLIENTS particularly from the POV of
  15. 15. measurement free-for-all who consider that a
  16. 16. no TRANSPARENCY leads to
  17. 17. which ultimately leads to NO TRUST!
  18. 18. which ultimately leads to NO TRUST!
  19. 19. measurement ? why can’t we agree on
  20. 20. simply because:
  21. 21. 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
  22. 22. what now ??? so then,
  23. 23. TRUST what can the industry do to earn the of ALL its stakeholders?
  24. 24. CLIENTS. - and in particular, the trust of
  25. 25. maybe the answer is not that complicated
  26. 26. maybe the answer is not that complicated maybe it’s not about reinventing the wheel
  27. 27. maybe the answer is not that complicated maybe it’s not about reinventing the wheel maybe it’s seeing it from a different angle
  28. 28. 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
  29. 29. 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
  30. 30. ermmm..., ???
  31. 31. ermmm..., ??? reporting ???
  32. 32. ermmm..., ??? reporting ??? like what type of reporting ???
  33. 33. the old-school ACCOUNTING-type of reporting !!!
  34. 34. wha ??? ACCOUNTING-type reporting ??? how so ???
  35. 35. accounting-type-reporting as defined below:
  36. 36. 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’
  37. 37. FACT:
  38. 38. measure / classify not all banks their provisions for bad debt in the same manner.
  39. 39. measure / classify not all banks their provisions for bad debt in the same manner. inflated profits . this may translate into
  40. 40. FACT:
  41. 41. measure / classify not all companies their assets & liabilities in the same manner.
  42. 42. measure / classify not all companies their assets & liabilities in the same manner. skewed financials . this may translate into
  43. 43. yet,
  44. 44. all banks & companies report their outcomes yet, and explain their measurement methodology under one common set of guidelines, allowing for:
  45. 45. all banks & companies report their outcomes yet, and explain their measurement methodology under one common set of guidelines, allowing for: transparency,
  46. 46. all banks & companies report their outcomes yet, and explain their measurement methodology under one common set of guidelines, allowing for: transparency, interpretation,
  47. 47. 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 :
  48. 48. TRUST!
  49. 49. why then don’t we try this approach in an SOCIAL MEDIA ??? adapted form on
  50. 50. hmmm..., ok, but :
  51. 51. hmmm..., ok, but : - how will it work ???
  52. 52. hmmm..., ok, but : - how will it work ??? - what will it look like ??? and,
  53. 53. hmmm..., ok, but : - how will it work ??? - what will it look like ??? and, - what will someone be able to tell from it ???
  54. 54. well..., how about the following approach to :
  55. 55. well..., how about the following approach to : - how will it work ???
  56. 56. I peer social one idea (based on 2 peer collaboration )
  57. 57. 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
  58. 58. 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.
  59. 59. consider the following examples of areas where input from those in the industry will be needed:
  60. 60. 1.) identification of reporting metrics -
  61. 61. 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.
  62. 62. 2.) definition of reporting guidelines -
  63. 63. 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.
  64. 64. 3.) qualification of measurement methodologies -
  65. 65. 3.) qualification of measurement methodologies - i.e. which measurement methods are most frequently used in the industry, and which are other accepted methodologies.
  66. 66. 4.) sharing of campaign results -
  67. 67. 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.
  68. 68. sounds like industry-wide participation will be key to the success of this wiki based approach ,
  69. 69. sounds like industry-wide participation will be key to the success of this wiki based approach , correct ???
  70. 70. CORRECT!!!
  71. 71. industry-wide collaboration will eventually paint a achieving clearer picture about what the industry as a community considers to be reporting essentials.
  72. 72. contribute their the more those in the industry £.02 , £.02
  73. 73. contribute their the more those in the industry £.02 , the more fine-tuned the reporting £.02 guidelines will become.
  74. 74. what’s more,
  75. 75. the wiki will serve as an educational resource for clients interested in learning about what the industry as a whole considers to be -
  76. 76. 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,
  77. 77. 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
  78. 78. 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
  79. 79. right.
  80. 80. right. so now onto :
  81. 81. right. so now onto : - what will it look like ??? and,
  82. 82. right. so now onto : - what will it look like ??? and, - what will someone be able to tell from it ???
  83. 83. for illustration purposes, the following are two examples of reporting tables for two broad categories of metrics -
  84. 84. for illustration purposes, the following are two examples of reporting tables for two broad categories of metrics - income,
  85. 85. for illustration purposes, the following are two examples of reporting tables for two broad categories of metrics - income, and brand awareness
  86. 86. income
  87. 87. re he ok lo income
  88. 88. brand awareness
  89. 89. e. er h nd a brand awareness
  90. 90. framework that delivers the tables share a information in a language that clients understands.
  91. 91. or in other words,
  92. 92. organize or in other words, the tables information in a manner that allows for a performance evaluation to be carried out by:
  93. 93. ANYONE!
  94. 94. social media . even if they are entirely foreign to
  95. 95. how : here’s
  96. 96. compliance statement compliance statement
  97. 97. compliance statement assures that the results presented abide by the guidelines outlined by the social media community on the industry wiki.
  98. 98. metrics column metrics column
  99. 99. metrics column identifies all the areas where the campaign execution has had an impact in the form of results.
  100. 100. data columns data columns
  101. 101. data columns self explanatory section that enables the viewer to track the progress made on the campaign in chronological order.
  102. 102. percentage change percentage change
  103. 103. percentage change provides a wealth of insight by bringing to light fluctuations in results, thereby revealing valuable trends.
  104. 104. industry comparison as per wiki industry comparison as per wiki
  105. 105. industry comparison as per wiki establishes a benchmark for comparison between the reported results and the low, average, and high values of the industry.
  106. 106. in addition,
  107. 107. in addition, the tables make it possible to easily correlate performance data
  108. 108. in addition, the tables make it possible to easily correlate performance data - for example:
  109. 109. income total direct sales as a percentage of total sales
  110. 110. so,
  111. 111. in conclusion so, :
  112. 112. sum of these and other insights brought to the light by organizing the information in a manner decision making , that enables proper
  113. 113. plus , so,
  114. 114. the creation of a wiki that captures the industry’s consensus regarding
  115. 115. the creation of a wiki that captures the industry’s consensus regarding the most accepted methods of measurement,
  116. 116. the creation of a wiki that captures the industry’s consensus regarding the most accepted methods of measurement, reporting guidelines,
  117. 117. the creation of a wiki that captures the industry’s consensus regarding the most accepted methods of measurement, reporting guidelines, and industry benchmarks,
  118. 118. combine to create a degree of
  119. 119. interpretation combine to create a degree of
  120. 120. interpretation combine to create a degree of transparency and
  121. 121. interpretation combine to create a degree of transparency and that clients need in order earn their
  122. 122. TRUST!
  123. 123. created by: twitter :: @msamayoa www.mauriciosamayoa.com

×