Presented by:

You Are Your Biggest BarrierWhy Cross-Channel Measurement Should Be the Standard and Not the Exception

Albert Chou

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• Enterprise software change mgmt

• Low risk Day trader (BABA)

• Avid surfer

• Go Gators

Who we are

• Digital marketing consultant

• NY Times best-selling author

• Blogger, podcaster, speaker

• MarketingPodcasts.com

• Certified BBQ judge

The Challenge

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More channels, more problems

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I need ONE number

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Which one?

When you start with “but,” you startthe confusion.

“But I have a different strategy!”

“But Twitter is different from Facebook!”

“But the audiences are different!”

“But we did a special campaign!”

“But my brand has more fans than that!”

Get a grip!You can only

compare like things.

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Case Example: Supply Chain at Yamaha

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Yamaha = Diverse Products

Look at these products! How can they measure production efficiency?

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• Cost of Production

• Revenue per Hour of Labor

• Cost of Goods Sold

• Profit Margin

• Operating Margin

• Capacity to Manufacture

• Profit & Loss

Common

• Market Size

• Competitor Share

• Turn time

• Sales

• Sales by unique SKU

Unique (By Product, By Vertical)

How it’s Done:Focus on the Common

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Overall Manager

Common

Specialist

Unique (By Product, By Vertical)

Who needs which metric type?

Please compare thisto social media

examples

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• Likes, favorites, +1

• Shares, retweets, reblogs, repins

• Reach and impressions

• Cost of reach and impressions

• Cost to support

• Outcomes of channels

• Click-through purchases

• Profit & Loss

Common

• Unique metrics (consumptions)

• People by demographic

• People by location

• Mentions by platform

Unique (By Platform)

Joined Metrics = Commonality

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• Likes

• Comments

• Shares

• Wall Posts

• Replies

• Private Message

• Favorite

• Retweet

• Replies

• Mentions

• Direct Message

• Comment

• Like

• Mentions

• Views

• Like

• Comment

• Shares

Measuring apples to oranges

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• Likes

• Comments

• Shares

• Wall Posts

• Replies

• Private Message

• Favorite

• Retweet

• Replies

• Mentions

• @Mentions

• Direct Message

• Comment

• Like

• Mentions

• Views

• Like

• Comment

• Shares

Start: Identify Common Outcomes

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One standard for all channels

• Glossaries standardize how to talk about outcomes• Formulas educate the group about expectations• Common language allows for applicable learning

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Example: Shopify

Outputs have costs.Costs = Inputs.

What is your input per output?

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Supporting Social Carries Costs

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Key Factors for Costs

(Wages)(% time on social) + Agency Fees + Media Spend + Miscellaneous Creative Fees

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= Average Daily Costs

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How can you do more while controlling costs?

Average Daily Cost = $1,000FB Posts Per Week = 5Tweets Per Week = 20

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• Can you afford the lift in cost to support a new channel• Will the costs net you a greater output• Will you sacrifice from other channels• Will your outputs per dollar of cost improve

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Are we engaging or selling?

• Highest area of traffic comes from Facebook• FB costs < Total Sales = Very Nice

Trending > Reporting

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You don’t need a data scientist.

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You need a trend: Better or worse than before?

Executives: Multi-Brand Scorecards

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Community Manager:Multi-Channel Brand

Scorecard

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Community managers prefer landscapes

Most Common Need:High-Performing, Quality Content Per Dollar Spent

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This is bad:

Inputs

Outputs

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This is good:

Costs

Outputs

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This is really bad:Inputs

Outputs

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This is really good:

Inputs

Outputs

1. A single source of measurement

2. Find common grounds and standardize

3. Support brand uniqueness

4. Share knowledge to change the trend

5. Enforce Cost/Input standards

How to Get There: