Tagged 'measurement'

Content Before Klout – Why Social Influence Is More Than A Score

Posted by Adam Leiter on February 7th, 2012 at 11:09 am

Today let’s start things off with a self-affirmation a-la Stuart Smalley. You are not a number. Like a beautiful, intricate, and fragile snowflake you are as unique online as you are in the real world, and that’s ok… so step back from your Klout Score and take a look at the ways, rather than the amount, you are engaging with your networks online.
In the past few years, Klout has quickly risen to social media stardom as a provider of analytics measuring a user's influence across social networks (primarily focusing on Twitter, Facebook and Google+). By measuring data from social sites, the size of a person's network, and other factors, Klout gives users an influence rating  (Score) on a scale of 1 to 100. Most Klout Scores are in the 20’s, and reaching the 30’s and 40’s tends to show a good amount of social engagement. This can create, as John Scalzi puts it, “status anxiety” and social insecurity, but the credence you put to what your Score says about you remains up to you.
Like any startup, Klout is still growing and developing. Even though recent adjustments and evolution have brought controversy, Klout as a measurement tool remains an interesting data point for social media... Read more

Lies, Damn Lies and Marketing Metrics

Posted by Eric Wittlake on January 12th, 2012 at 2:04 pm

Measurement is critical, but it can quickly lead you astray. Here are three keys for measurement that will keep your marketing on track.

3 Ways to Put ROI in Your New Year’s Resolutions

Posted by Brian Cavoli on December 19th, 2011 at 7:24 am

Every marketer using social media to generate new business should have ROI high on their New Year's resolutions list this year. Social media has grown up and it’s time for its measurement practices to do the same. We’ve been measuring success based on fuzzy metrics of engagement and influence long enough.  Calculations like return on engagement, return on trust and viral coefficient are great for showing value. But value is not the same as units sold, revenue and ROI.  Business impact is a financial metric, and it must be reported in financial terms.
Data on purchase intent does not cut it in statistical models. The analysis must accurately measure isolated campaign impact with valid and industry-proven methodologies.  Measurement at this level is sophisticated and must be conducted by someone without a horse in the race.  Actual purchase data can be collected from retail loyalty cards and third-party measurement firms to provide the validation needed.
Measurement firms have taken proven analytic testing processes and applied them to a digital medium. Since these are proven methodologies, they give marketers confidence in the results that they are going to see.  Here are three ways to measure the sales and ROI of your social shopper marketing... Read more

The ROI of Social Media ROI

Posted by Scot Wheeler on November 8th, 2011 at 10:47 am

We had a great turnout at Critical Mass for our Social Media Week presentation on measuring Social Media ROI. As the standing room only crowd attested, this is a topic that many people are grappling with right now.
Social Media Week’s blogger Kerry Sugrue developed a good summary of the presentation, and we’ve made the slides available as well.
ROI Is Not Always the Right Fit
Our presentation centered on the process required to achieve good social media measurement as outlined in this diagram.
Perhaps the most well-received point of our presentation was the observation that the measurement of ROI is not always the best way to evaluate the value of social media engagement to an organization.
ROI has a clear definition; the measure of financial results against a defined investment. It is also unfortunately a management catch phrase.
Often, when management asks for the ROI on social media, what they are really asking for is the value of social media engagement to the business. Some value can be measured financially, and thus be converted to ROI, but with social media, much value must be measured in other terms.
Anyone who is asked to... Read more

Does Web Analytics Want to be Free?

Posted by Andrew Edwards on July 18th, 2011 at 11:39 am

We know the meme--that information wants to be free. For the sake of argument, let's say we buy into the notion that information has volition, even metaphorically, and can "want" something. But isn't it just a cuter way of saying "People want information to be free for them to use"?
Doesn't it sound a little less self-serving when we look to the information itself for an answer? It isn't the person who wants something for nothing. It's the information itself which, like a living organism, has a need to be disseminated freely and not be associated with any nasty credit-card stuff or invoices or anything yucky like that.
Of course that's what it is!
And so it goes with web analytics. Apparently there is no human drive to seek better value--no human desire to have both great analytics and no bill to pay. It must be web analytics that wants to be free, because it keeps getting harder and harder to ignore "free" in the marketplace (see: Google Analytics) even if you're deploying for an enterprise. And of course Google has a paid version for those that really don't want web analytics to be free, but want to make sure that if Google... Read more