Post on 05-Dec-2014
description
EARNING TRUST BY call to action:
RE-FOCUSING THE
MEASUREMENT ISSUE (v.1.)
when talking about social media,
it’s easy to agree that
is at its core.
TRUST
in order to build relationshipsTRUST
in order to build relationshipsTRUST
in order to manage reputationTRUST
in order to build relationshipsTRUST
in order to manage reputation
in order to become influencers
TRUST
TRUST
in order to build relationshipsTRUST
in order to manage reputation
in order to become influencers
TRUST
TRUST
...and ultimately,
in order to build relationshipsTRUST
in order to manage reputation
in order to become influencers
TRUST
TRUST
in order to drive performanceTRUST...and ultimately,
the thing we cannot agree on is, one
media
measurement
social
yes,
yes, measurementas an approach to evaluate performance.
this is a problem.
this is a problem. a problem.BIG
particularly from the POV of CLIENTS
who consider that a measurementfree-for-all
leads to TRANSPARENCYno
which ultimately leads to
NO TRUST!
which ultimately leads to
NO TRUST!
measurementwhy can’t we agree on ?
simply because:
measures will vary greatly on
simply because:
on a client-by-client basis
and the network in which we are
communicating/participating*
“
”* http://measurementcamp.wikidot.com/start
what now ??? so then,
TRUSTwhat can the industry do to earn the
of ALL its stakeholders?
- and in particular, the trust of CLIENTS.
the answer is not that complicatedmaybe
the answer is not that complicatedmaybe
it’s not about reinventing the wheelmaybe
the answer is not that complicatedmaybe
it’s not about reinventing the wheel
it’s seeing it from a different angle
maybe
maybe
the answer is not that complicatedmaybe
it’s not about reinventing the wheelmaybe
maybe
maybe one that doesn’t focus on measurement
it’s seeing it from a different angle
the answer is not that complicatedmaybe
it’s not about reinventing the wheelmaybe
maybe
maybe one that doesn’t focus on measurement
maybe one that rather focuses on REPORTING
it’s seeing it from a different angle
ermmm..., ???
reporting ???
ermmm..., ???
reporting ???
ermmm..., ???
like what type of reporting ???
the old-school
ACCOUNTING-type of reporting !!!
ACCOUNTING-type reporting ???
how so ???
wha ???
accounting-type-reporting as defined below:
the art of standardizing the recording,
accounting-type-reporting as defined below:
classifying, and summarizing of outcomes“
”* definition adapted from wikipedia entry for ‘accounting’
in a significant and transparent
manner that allows for interpretation
on the part of decision makers
FACT:
not all banks their measure / classify
provisions for bad debt in the same manner.
not all banks their measure / classify
provisions for bad debt in the same manner.
inflated profitsthis may translate into .
FACT:
not all companies their measure / classify
assets & liabilities in the same manner.
not all companies their measure / classify
assets & liabilities in the same manner.
this may translate into .skewed financials
yet,
yet, banks & companies report their outcomes
and explain their measurement methodology
under one common set of guidelines, allowing for:
all
yet, banks & companies report their outcomes
and explain their measurement methodology
under one common set of guidelines, allowing for:
transparency,
all
yet, banks & companies report their outcomes
and explain their measurement methodology
under one common set of guidelines, allowing for:
interpretation,
all
transparency,
yet, banks & companies report their outcomes
and explain their measurement methodology
under one common set of guidelines, allowing for:
and a sustained degree of :
all
transparency,
interpretation,
TRUST!
SOCIAL MEDIA ???
why then don’t we try this approach in an
adapted form on
hmmm..., ok, but :
- how will it work ???
hmmm..., ok, but :
- what will it look like ??? and,
- how will it work ???
hmmm..., ok, but :
- what will it look like ??? and,
- what will someone be able to
- how will it work ???
tell from it ???
hmmm..., ok, but :
well..., how about the followingapproach to :
- how will it work ???
approach to :well..., how about the following
socialcollaborationIpeer
2 peerone idea (based on )
socialcollaborationIpeer
2 peer
to start off by setting up or building on an existing
one idea (based on ) is
wiki such as the .MeasurementCamp wiki*
* http://measurementcamp.wikidot.com/start
this wiki then serves as the central point wheresocial mediapractitioners contribute their £.02 on the
nuts & bolts of the industry’s reporting guidelines.
consider the following examples of areas where
input from those in the industry will be needed:
1.) identification of reporting metrics -
i.e. which are the metrics that must absolutely be
1.) identification of reporting metrics -
included when reporting the results for any given
social media tactic or strategy.
2.) definition of reporting guidelines -
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.
3.) qualification of measurement methodologies -
3.) qualification of measurement
i.e. which measurement methods are most
methodologies -
frequently used in the industry, and which are
other accepted methodologies.
4.) sharing of campaign results -
i.e. posting final campaign results onto wiki so
4.) sharing of campaign results -
that industry averages can be generated, thereby
becoming benchmarks for performance.
be key to the success of this
wiki based approach ,
industry-wide participation will
sounds like
be key to the success of this
wiki based approach ,
industry-wide participation will
sounds like
correct ???
CORRECT!!!
achieving will eventually paint a industry-widecollaboration
clearer picture about what the industry as a
considers to be reporting essentials.community
£.02 ,
the more those in the industry theircontribute
£.02
the more those in the industry their
£.02 , the more the reporting
guidelines will become.
contribute
fine-tuned£.02
what’s more,
the wiki will serve as an educational resource for
clients interested in learning about what the
industry as a whole considers to be -
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,
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 benchmarksperformance benchmarks,
the wiki will serve as an educational resource for
clients interested in learning about what the
industry as a whole considers to be -
performance benchmarks,
and, accepted measurement methods
best practices,
right.
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 ???
right. so now onto :
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 -
income,
for illustration purposes, the following are two
examples of reporting tables for two broad
categories of metrics -
and brand awareness
income,
income
income look here
brandawareness
brandawareness
and here.
the tables share a that delivers
information in a language that clients understands.
framework
or in other words,
or in other words, the tables
information in a manner that allows for a
performance evaluation to be carried out by:
organize
ANYONE!
even if they are entirely foreign to .social media
here’s :how
compliance statement
compliance statement
compliance statement
guidelines outlined by the social media community
assures that the results presented abide by the
on the industry wiki.
metrics column
metrics column
execution has had an impact in the form of results.
identifies all the areas where the campaign
metrics column
data columns
data columns
to track the progress made on the campaign in
self explanatory section that enables the viewer
chronological order.
data columns
percentage change
percentage change
fluctuations in results, thereby revealing valuable
provides a wealth of insight by bringing to light
trends.
percentage change
industry comparison as per wiki
industry comparison as per wiki
the reported results and the low, average, and
establishes a benchmark for comparison between
high values of the industry.
industry comparison as per wiki
in addition,
in addition, the tables make it possible to easily
performance data correlate
in addition, the tables make it possible to easily
performance data - for example:correlate
income
total direct sales
as a percentage of total sales
so,
so, : in conclusion
the of these and other insights brought to
light by organizing the information in a manner
sum
that enables proper ,decision making
so, ,plus
the creation of a wiki that captures the industry’s
regarding consensus
the creation of a wiki that captures the industry’s
regarding the most accepted
methods of measurement,
consensus
the creation of a wiki that captures the industry’s
regarding the most accepted
methods of measurement, reporting guidelines,
consensus
the creation of a wiki that captures the industry’s
regarding the most accepted
methods of measurement, reporting guidelines,
and industry benchmarks,
consensus
combine to create a degree of
combine to create a degree of interpretation
and
combine to create a degree of
transparency
interpretation
and that clients need in order
combine to create a degree of
transparency
interpretation
earn their
TRUST!
created by:
twitter :: @msamayoa
www.mauriciosamayoa.com