Comments on: Social Media Metrics http://www.chriskenton.com/2006/12/social_media_me.html Marketing AND Technology AND Society Thu, 26 Jan 2012 18:40:49 -0500 http://wordpress.org/?v=2.8 hourly 1 By: tatianahunt download http://www.chriskenton.com/2006/12/social_media_me.html/comment-page-1#comment-673 tatianahunt download Wed, 21 May 2008 17:02:32 +0000 http://www.cymbic.com/kenton/2006/12/social_media_metrics.html#comment-673 Useful topic Thanks I have found two interesting sources <a href="http://fileshunt.com" rel="nofollow">http://fileshunt.com</a> and <a href="http://filesfinds.com" rel="nofollow">http://filesfinds.com</a> and would like to give the benefit of my experience to you. Useful topic
Thanks
I have found two interesting sources http://fileshunt.com and http://filesfinds.com and would like to give the benefit of my experience to you.

]]> By: Markus Hübner http://www.chriskenton.com/2006/12/social_media_me.html/comment-page-1#comment-672 Markus Hübner Tue, 06 May 2008 19:03:51 +0000 http://www.cymbic.com/kenton/2006/12/social_media_metrics.html#comment-672 Looking foward to the next conversation coming up. Looking foward to the next conversation coming up.

]]> By: Mike Carrieri http://www.chriskenton.com/2006/12/social_media_me.html/comment-page-1#comment-671 Mike Carrieri Sun, 24 Feb 2008 13:42:25 +0000 http://www.cymbic.com/kenton/2006/12/social_media_metrics.html#comment-671 I have a new idea for a product that would collect personal information across WebSites/Blogs. It could be available as a personal or enterprise license. Please contact me if you are interested. I have a new idea for a product that would collect personal information across WebSites/Blogs. It could be available as a personal or enterprise license. Please contact me if you are interested.

]]> By: Mike Carrieri http://www.chriskenton.com/2006/12/social_media_me.html/comment-page-1#comment-670 Mike Carrieri Sun, 24 Feb 2008 13:38:33 +0000 http://www.cymbic.com/kenton/2006/12/social_media_metrics.html#comment-670 I have a new idea for a product that would collect personal information across WebSites/Blogs. It could be available as a personal or enterprise license. Please contact me if you are interested. I have a new idea for a product that would collect personal information across WebSites/Blogs. It could be available as a personal or enterprise license. Please contact me if you are interested.

]]> By: Vario Creative Blog http://www.chriskenton.com/2006/12/social_media_me.html/comment-page-1#comment-674 Vario Creative Blog Mon, 11 Dec 2006 17:23:09 +0000 http://www.cymbic.com/kenton/2006/12/social_media_metrics.html#comment-674 <strong>Online Marketing and Measuring Social Media</strong> Both David Churbuck and Rob ORegan have are right on my wavelength this morning.  It must be something in the air. Churbuck has an excellent list reflecting the lessons hes learned in 11 months at Lenovo (as he terms it, a $14 bil... Online Marketing and Measuring Social Media

Both David Churbuck and Rob ORegan have are right on my wavelength this morning.  It must be something in the air.
Churbuck has an excellent list reflecting the lessons hes learned in 11 months at Lenovo (as he terms it, a $14 bil…

]]> By: Glenn Fannick http://www.chriskenton.com/2006/12/social_media_me.html/comment-page-1#comment-669 Glenn Fannick Sun, 10 Dec 2006 07:40:54 +0000 http://www.cymbic.com/kenton/2006/12/social_media_metrics.html#comment-669 Sometimes measuring is very easy because the goals and the audience are very specific. Take for example the Factiva Social Media Roundtable that started this line of discussion. Factiva right now is asking itself about whether the event was successful and whether it was a good use of our money and our people's time. The answer here is an easy "yes". Did we need complex metrics to answer that? Nope. Quite simple because we spent a relatively small amount of money on the event since it was targeted at a small number of people. And the results (volume of data produced and new faces we reached) easily exceeds that. It's more of a gut-feel success ratio. However, if you're trying to measure the success of, say, a $100 million product launch there are so many diverse inputs that getting your hands around them is tough and normalizing those data even tougher. So I think the need for measurement increases along with budgets and complexity. Sometimes measuring is very easy because the goals and the audience are very specific. Take for example the Factiva Social Media Roundtable that started this line of discussion. Factiva right now is asking itself about whether the event was successful and whether it was a good use of our money and our people’s time. The answer here is an easy “yes”. Did we need complex metrics to answer that? Nope. Quite simple because we spent a relatively small amount of money on the event since it was targeted at a small number of people. And the results (volume of data produced and new faces we reached) easily exceeds that. It’s more of a gut-feel success ratio. However, if you’re trying to measure the success of, say, a $100 million product launch there are so many diverse inputs that getting your hands around them is tough and normalizing those data even tougher. So I think the need for measurement increases along with budgets and complexity.

]]> By: Linda Kozlowski http://www.chriskenton.com/2006/12/social_media_me.html/comment-page-1#comment-668 Linda Kozlowski Sat, 09 Dec 2006 17:48:38 +0000 http://www.cymbic.com/kenton/2006/12/social_media_metrics.html#comment-668 Great post! It is true that measurement is tough at this point. The reason I made the "Piechart" comment is there is such preasure to measure every nuance of ROI, but some things just require a leap of faith at first, and this is one. I don't think we are far from finding great ways of measuring influence in this realm, and I look forward to that... but until then, we just need to participate. Great post! It is true that measurement is tough at this point. The reason I made the “Piechart” comment is there is such preasure to measure every nuance of ROI, but some things just require a leap of faith at first, and this is one. I don’t think we are far from finding great ways of measuring influence in this realm, and I look forward to that… but until then, we just need to participate.

]]> By: Chris Kenton http://www.chriskenton.com/2006/12/social_media_me.html/comment-page-1#comment-667 Chris Kenton Wed, 06 Dec 2006 20:02:23 +0000 http://www.cymbic.com/kenton/2006/12/social_media_metrics.html#comment-667 "For many corporate folks that have to deploy Social Media demonstrating the benefits in a measurable way is pretty important." Absolutely. The questions are, what do they need to measure, why do they need to measure it, and what metric will accurately measure what they want to know? Quite frankly, most people, even very experienced and intelligent marketers, don't know what they need to measure, and the "why" is often as simple and arbitrary as having to validate a budget line item to a CFO or to the board. There's no such thing as an ROI measurement for social media if you can't chart a direct path to either revenue created or costs eliminated. So what does "engagement" for example really measure, and what does it mean to a marketer? Most likely we're talking about the ability of a social medium to disseminate a meme, and either a) return actionable intelligence that might, say, eliminate the cost of a focus group, survey or market research, b) generate awareness that reduces the cost of other branding activities and programs, or c) generate direct buying behavior that creates revenue. All of these are good things that social media can do, but different objectives inform the required measurement in very different ways, and to be accurate, they probably have to be created in ways that are not only measured in a vacuum, but can be measured directly against other programs trying to achieve the same objective. “For many corporate folks that have to deploy Social Media demonstrating the benefits in a measurable way is pretty important.”

Absolutely. The questions are, what do they need to measure, why do they need to measure it, and what metric will accurately measure what they want to know?

Quite frankly, most people, even very experienced and intelligent marketers, don’t know what they need to measure, and the “why” is often as simple and arbitrary as having to validate a budget line item to a CFO or to the board. There’s no such thing as an ROI measurement for social media if you can’t chart a direct path to either revenue created or costs eliminated. So what does “engagement” for example really measure, and what does it mean to a marketer?

Most likely we’re talking about the ability of a social medium to disseminate a meme, and either a) return actionable intelligence that might, say, eliminate the cost of a focus group, survey or market research, b) generate awareness that reduces the cost of other branding activities and programs, or c) generate direct buying behavior that creates revenue. All of these are good things that social media can do, but different objectives inform the required measurement in very different ways, and to be accurate, they probably have to be created in ways that are not only measured in a vacuum, but can be measured directly against other programs trying to achieve the same objective.

]]> By: Jeremiah Owyang http://www.chriskenton.com/2006/12/social_media_me.html/comment-page-1#comment-666 Jeremiah Owyang Wed, 06 Dec 2006 19:45:43 +0000 http://www.cymbic.com/kenton/2006/12/social_media_metrics.html#comment-666 Wonderful insight, thanks Chris. For many corporate folks that have to deploy Social Media demonstrating the benefits in a measurable way is pretty important. Wonderful insight, thanks Chris.

For many corporate folks that have to deploy Social Media demonstrating the benefits in a measurable way is pretty important.

]]> By: Chris Kenton http://www.chriskenton.com/2006/12/social_media_me.html/comment-page-1#comment-665 Chris Kenton Wed, 06 Dec 2006 18:40:39 +0000 http://www.cymbic.com/kenton/2006/12/social_media_metrics.html#comment-665 That's true--though blogs have been around now for, what?, 7 years or so, and many marketers still aren't sure how to determine whether they have value for them or not? It seems like a classic "Crossing the Chasm" kind of transition, where we first had the excitement of the Early Adopters, but now that we're moving toward the Mainstream, we have to deal with an audience that is largely resistant to change. Change means risk, and risk is not good. You need a lot of justification to get over that resistance to change, until the tipping point arrives and the herd mentality moves people over just to avoid being left behind. We're at the point now of trying to manufacture the requisite justification to get marketers to come on board with social media--my only concern is that we do that with a good deal of attention to the law of unintended consequences. That’s true–though blogs have been around now for, what?, 7 years or so, and many marketers still aren’t sure how to determine whether they have value for them or not? It seems like a classic “Crossing the Chasm” kind of transition, where we first had the excitement of the Early Adopters, but now that we’re moving toward the Mainstream, we have to deal with an audience that is largely resistant to change. Change means risk, and risk is not good. You need a lot of justification to get over that resistance to change, until the tipping point arrives and the herd mentality moves people over just to avoid being left behind. We’re at the point now of trying to manufacture the requisite justification to get marketers to come on board with social media–my only concern is that we do that with a good deal of attention to the law of unintended consequences.

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