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Metrics that Matter

My presentation to SES London 2012 - metrics that matter

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London | 20–24 Feb, 2012 | #seslondon




Metrics 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 plan




Picture: http://www.flickr.com/photos/topekalibrary/3513847230/
Side-note – get it signed off



   Picture: http://www.flickr.com/photos/speakingoffaith/3514709815/

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Metrics that Matter

  • 1. London | 20–24 Feb, 2012 | #seslondon Metrics that Matter Will Critchlow Distilled @willcritchlow
  • 2. I’m focusing on managing teams or agencies Picture: http://www.flickr.com/photos/zilpho/2964153404/
  • 3. Who’s been bawled out for not getting enough links? Picture: http://www.flickr.com/photos/localjapantimes/4765784173/
  • 4. Saying “just do it better” isn’t very helpful Picture: http://www.flickr.com/photos/huf/3979644185/
  • 5. Step 1: have a plan Picture: http://www.flickr.com/photos/topekalibrary/3513847230/
  • 6. Side-note – get it signed off Picture: http://www.flickr.com/photos/speakingoffaith/3514709815/
  • 7. Watch how fast the sausages come out, sure Picture: http://www.flickr.com/photos/somisguided/3396167043/
  • 8. But when stuff goes wrong(*) (*) and stuff will go wrong Picture: http://www.flickr.com/photos/db0yd13/3085020258/
  • 9. Realise that the metrics that matter are INPUTS(*) (*) or the plan was a rubbish Picture: http://www.flickr.com/photos/somisguided/3396167043/
  • 10. i.e. If the sausages aren’t coming out fast enough, it’s this guy’s fault Picture: http://www.flickr.com/photos/somisguided/3396167043/
  • 11. Here’s how I structure reporting: • Activity • Output • Results
  • 12. Activity What have you done? Picture: http://www.flickr.com/photos/soldiersmediacenter/6214677360/
  • 13. Examples: hours spent, emails sent (I like toggl.com)
  • 14. Output How’s the plan going? Picture: http://www.flickr.com/photos/topekalibrary/3513847230/
  • 15. 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: 24.75 Total Sites Reached Out to: 63 Total Responses: 36 Response Rate: 57% Number of Successes: 18 Rate of Success: 50%
  • 16. Results How much money have we made? Picture: http://www.flickr.com/photos/59937401@N07/5929622407/
  • 17. Get as close to the money as you can (that’s really the others’ presentations) Unique Source/Medium Revenue Visitors google / organic 13,279 $42,910.90 (direct) / (none) 9,487 $18,149.00
  • 18. 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
  • 19. Discovering problems (normally): • Results • Output • Activity
  • 20. Fixing problems (always): • Results • Output • Activity
  • 21. You can know things are going wrong well before you’re sliding along on your arse Picture: http://www.flickr.com/photos/edwardk662/3875428370/
  • 22. Focus on leading indicators of success (or failure) Picture: http://en.techorange.com/wp-content/uploads/2011/11/Picture-4-425x313.png
  • 24. Soft metrics: “Do people like it?” Picture: http://www.flickr.com/photos/pasukaru76/4892378102/in/photostream/
  • 25. Summary – these are the metrics that matter (IMO): • Activity • Output • Results