My first intention was to gather all the responses to the Measurement meme that Geoff Livingston started. But today after doing some reading I’m going to take this in a different direction.
I ended up here at Avinash’s post Six Rules for Creating a Data Driven Boss. You can’t follow Jeremiah Owyang without reference to Avinash’s work in Web Analytics. I’ve pondered reading his book, but haven’t dove in yet. I LOVE his suggestion to be an ‘Analysis Ninja’ rather than a ‘reporting squirrel’.
I wanted to share the graphic that Avinash made with you. As a community manager I see myself in the center as the Voice of the Customer & doing experimentation & testing. So my challenge is to go in both directions:
- to gain competitive intelligence & insight
- to analyze project outcomes
His graphic really puts into perspective the challenges of measuring social media & targeting in on the insights those results provide.
Kami Huyse has a phenomenal slide show that is a fabulous resource:
1. The Steps (from her slideshow)
2. The measurement
Here are some of the responses to the meme. There is a lot of valuable information here & it’s interesting to hear various people’s perspectives:
Mack Collier provides an in-depth view of blog ROI & Chris Brogan adds his thoughts. Clay Newton, Gaurav Mishra, Geoff Livingston, David Jones, Valeria Maltoni, Kami Huyse, Kelli Matthews, Judy Gombita(updated – it’s by Bill Sledzik), Greg Cangiolosi,
Tom O’Brien, Francois Gossieaux, Patrick Schaber,
NewMediaJim, Jennifer Laycock,
How are your plans for measurement going? For my project I’m incorporating feedback into my proposal. Soon we’ll be on to implementation!
Good content, Connie. I have been measuring ROI on my blog since launching it over a year ago. To date, I have achieved the original goals and am now about to stretch them. My process is in line with Kami Huyse’s three slides in your post. It’s not much unlike any other business goal that we measure.
Thanks, Connie. It’s interesting to see where the meme has been going, but I have been disappointed by the lack of case studies it has revealed.
More to be revealed with a final breakdown once the final posts trickle out.
Hi Connie,
Thanks for doing a great job aggregating all of the social media measurement discussions going on in various parts of the blogosphere. I would request that you edit your reference to me to that of Bill Sledzik, the actual author of the post on PR Conversations.
Bill and I had been having an ongoing, offline discussion on accurate and effective measurement of social media–particularly in regards to public relations-oriented initiatives–for several weeks, so I invited him to do a guest post on our international, collaborative blog. Bill has a fairly sizeable and quite loyal (mainly) North American readership on his own blog, Tough Sledding, but my intent was to allow his thoughts on measurement to be shared with a significant and very targeted (to PR) global audience that continues to grow in numbers and diversity.
I wasn’t familiar with your blog until your link showed up in our stats, so that is a happy offshoot.
Cheers,
Judy
Connie:
Thank you for pointing me to Avinash’s post and blog and for linking. I had seen it before and am glad I found it again — it reads so fresh!
What I find interesting about case studies is that people and companies who are implementing social media in their mix are still too jealous of what they learn and may tend to want to keep it to themselves. Maybe it happened with other forms of marketing and PR?
Anything I will execute in the next year will have a measurement component to it. I also like your idea of weaving feedback in.
Hi Lewis,
I’m glad that you’re able to move to stage 2. I think that’s great!
Geoff,
I guess I haven’t went out looking, but your comment brought to mind Jake McKee’s post on WOMMA’s conference last week which was on measurement. There is much information on their blog here: http://www.communityguy.com/1156/womma-day-2-posts/
Sure Judy, I will update that. Thanks for pointing it out!
And Valeria, I agree that Avinash’s posts are amazing. That one resonated today.
[…] urge you to spend an evening reading them — Geoff Livingston, Kami Huyse, Connie Bensen (2), Clay Newton, David Jones, Beth Canter, Valeria Maltoni, Peter Imbres, Kelli Matthews, Bill […]
Connie:
Thanks for aggregating these resources and adding your views on it. It is topic I’ve been tracking although with the lens of nonprofits and social causes. Despite that, I find the business perspective really valuable. I’m taking a cross disciplinary view of social media metrics – so trying to look at the synthesis from education, museum, social impact, and business.
Another resource:
http://socialmediametrics.wikispaces.com/
PS Avanish’s book rocks.
It has just come out when I was doing the research for this primer screencast on analytics for
nonprofits
http://analytics.wikispaces.com/
I’ve learned so much from his wisdom!
Connie –
Nice job bringing it all together :-) This is a great dialog and there have been some extremely interesting responses. Great job on your post!
Best,
Greg
Hi Connie:
Love that graphic above. Especially because we live in that sweet spot of listening to the voice of the customer to mine human motivations and drivers as well as competitive dynamics. Great chart.
My own contribution to the social media measurement conversation is here:
Online Promoter Score
Thanks for posting –
Tom O’Brien
Hi Connie,
We were just discussing this topic in my new media and pr class at BU. Not only is new media, and the use of it, new and somewhat uncharted territory (especially for the more traditional agencies/organizations), but the old methods of measurment no longer truly measure the ROI of new media efforts.
It was great to read your post and the information that you have aggregated. I will definitely be passing your post onto my classmates!
Best, Maria
Beth – your overview for using Google Analytics is fabulous! It motivated me to order Avinash’s book. (I’m a bit of a stat’s bug already so I’m afraid I’ll get addicted!)
Greg – thanks & I hope more people add their thoughts to the discussion
Tom – the graphic is very cool. I see today that you added to the conversation on it!
http://humanvoice.wordpress.com/2007/11/19/web-analytics-20/
Yes Maria, this is a topic of much debate.
Here’s the Web for me today. Enjoying some stats myself and seeing Connie’s, I follow the link to her post and see Beth’s comment with link toanalytics.wikispaces.com and while enjoying her awesome presentation, followed screencast info to SnagIt and Camtasia which I’ve now downloaded the eval copies on.
In all of that, I see something about a company called Satisfaction which has build getsatisfaction.com, which I dutifully twittered.
What was I doing again? focus. Focus! (it’s so hard)
[…] My copy IS GONE! I shared it with a friend. This is definitely a book that’s worth reading. Over the past few weeks I’ve gotten to know one of the author’s, Geoff Livingston. We spent some time considering measurement of social media programs. […]
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Thanks