Measurement HourSeptember 29th, 2016 Katie Delahaye Paine, CEOPaine Publishing

www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.com

The Future of Measurement

What the Future Holds for Measurement More of:

Insight Social & Digital SEO Individual Influencers Paid & Owned Trust & Relationships Integration Lobbying Cause marketing Visuals & video

Less emphasis on: Automated

distribution Automated

sentiment Print Placements

2

The Digital Takeover 63.2%of social media teams live within

marketing, 6 points higher than last year Only 4.5% assign social media to PR

anymore Press releases are for SEO, not at “the

press”

3

The Lines are Blurring Social/traditional Digital/Social Marketing/Comms Internal/External CSR/PR Issues Management/PR

4

Six Steps to Help you Cope

1) Focus on your target audience, not the delivery mechanism

2) Understand what you’re actually measuring 3) Make sure your data is valid and clean4) Learn to love small numbers5) Expect to fail 6) Analyze results and draw conclusions

5

Step 1. Focus on your target audience, not the delivery mechanism Be clear about whom you’re trying to reach &

why Know what matters to them Know what will influence them or make them

act

6

Step 2: Understand what you’re actually measuring Paid/Owned Earned/Shared Other marketing activities? The competition?

7

Step 3: Make sure your data is valid and clean Trust nothing Verify everything

Dates UVM/Impressions/Engagement Sentiment Tags

8

Step 4: Learn to love small numbers Your target is not trillions, billions or even

millions Engagement matters more than impressions Conversions matter more than clicks Orders matter more than opens Trust matters more than sentiment Influence matters more than reach

9

Step 5: Expect to fail

Experiment and A/B test constantly Not everything succeeds Rank order everything best to worst Correlate and connect Look at trends not moments

10

Step 6: Analyze results & draw conclusions

What worked, what didn’t? Engagement vs. Resource Use:

11

Budgets Free

Google Analytics Social Analytics Excel

$5,000-$20K annually gets you: Monitoring Automated analytics

$20K-$50K annually gets you: Meaningful Analysis Competitive Share of Voice

12

Tools Monitoring & Analytics

CyberAlert Social Studio TrendKite Talkwalker

Engagement, Analysis, and Insight CyberAlert Prime Research

Influence Little Bird Trackr

13

Thank You! Click here to explore the newest articles from

The Measurement Advisor Reminder: As a paid subscriber you have 24/7 access

to all of TMA’s articles…just visit TMA’s homepage! Follow me on Twitter: @queenofmetrics Follow Paine Publishing on Facebook and

LinkedIn

14

14

Special thanks to Montclair State University's Graduate Program for sponsoring this month's Measurement Hour!