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Waggener Edstrom's Colin Wheeler presented on 'The Future of Measurement' at this year's Marketing 2.0 Conference.
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THE FUTURE OF MEASUREMENT
Colin Wheeler, Waggener Edstrom
PLUS…
WHAT ARE WE MEASURING?
140 million tweets per day
600 tweets per second
30 billion pieces of content shared each month(web links, news stories, blog posts, notes, photo albums, etc.)
100m+ professionals around the world
Total identified blogs: 158,360,910
13 million hours of video uploaded in 2010
? ? ?
175 million registered users
500 million users
2 billion views a day – 70% of traffic comes from outside USA
NO SURPRISES, BUT…
• With the prevalence of
social media activity, it is
hard to remember digital
isn’t ‘that’ mainstream
• The cost of providing
content for traditional
media is still higher than
online media
‘OLD’ MEDIA IS STILL HERE
LOTS OF TOOLS TO MEASURE ONLINE SOCIAL MEDIA
Website/IT Corporate Comms Marketing Customer
Research Legal
We are flooded with
information, and are
under pressure to
deliver processed
information and
actions
BUT…
Photo Credit: http://www.flickr.com/photos/wheatfields/4754350449/
NEED TO…PAUSE FOR BREATH
It’s about
• Understanding what’s working
• Spending more time thinking
about the impact
• Identifying more action as an
output
Perhaps this is all
just too hard?!
THE FUTURE OF MEASUREMENT
WHY SHOULD WE BE MEASURING?
COMMS MESSAGING
EFFECTIVENESS
REACTIVE BRAND PROTECTION
INFLUENCER IDENTIFICATION
CUSTOMER SERVICE CHANNEL
• It is important to be clear - what gets measured gets
done
• Align measurement with company goals and the goals of
the activity
• Measurement is a strategic decision – don’t measure
without purpose
• Defining the campaign objectives is the first task
How you measure the objectives is the second
GETTING IT RIGHT – BACK TO BASICS
• Benchmark! Similar campaigns, competitors, change over
time
• Customise your measurement goals to your needs
• Be flexible – pick the data and tools that match the
objectives
• Look for synergies with other data e.g. sales, web-traffic,
tracking research, traditional and online media
• Integrate across all activity – marketing communications,
PR, industry and competitor stories
BE CREATIVE IN YOUR MEASURES
It is easier to get the message
across if data is displayed
meaningfully.
e.g. Ripple effect
charts showing the
amplification of
messages and
which influencers
create the biggest
impact.
HAVE FUN WITH YOUR OUTPUTS
WE’s new
Social Graph
tool defines
who is
influencing the
influencer,
and through
which digital
media
channels.
Decide on your resource model:
• Is this an in-house task or an agency task?
• What do you want as outputs from the analysis team?
• How are you resourced to take action on the results?
THE HUMAN ELEMENT
Tell the story - digital data measures are often quantitative, hard numbers:
• Look across datasets, look for consistencies in the different viewpoints to confirm that the hypothesis of impact is valid
• Get opinionated, be action-orientated
GET OPINIONATED
• Whether this is an ongoing requirement or in response to
an adhoc project …
– Is/was the activity successful?
– What worked well vs other elements?
– What will you do next?
UNDERSTANDING SUCCESS
BIG CONSEQUENCES FOR GETTING IT RIGHT
Share across teams, keep everyone informed
Learn from each round of activity and monitoring – do it better next time
In a world of multi-media exposure, multi-tasking, where
we’re all creative – videos, blogs, photos – polymaths are
very much at home.
People who cast their nets widely, share thinking (not data)
widely throughout their business, are willing to experiment,
never stop learning and can work effectively in an inter-
disciplined way are really interesting to work with, to follow
on twitter, to interact and share with.
Recent trends: POLYMATHS
How would we do this again? What would or could it look like?• New Scientist has asked the question about Nuclear
Power and the connection between the military development of Nuclear and the non-military requirements
• Monocle magazine takes a wider look with it’s ‘Global Rethink’ issue, looking at businesses which re-invent themselves
• HBR discusses failure – understanding it and learning from it
Recent trends: A CLEAN SLATE?
Get in [email protected]
@Colin_Wheeler