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Measure What Matters


Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships  by Katie Delahaye Paine

10 questions we should all be able to answer:

  1. What are our objectives
  2. Who is the audience
  3. What is important to the audience
  4. What motivates them (motivations/triggers)
  5. What are your key messages
  6. Who influences your audience
  7. How do you distribute your product
  8. What are you going to do with research you get
  9. What other areas will be affected
  10. What other measurements are in place

Value of mention

Visibility – Prominence + Dominance

  1. Headline
  2. Top 20%
  3. Exclusive
  4. Dominant
  5. Average
  6. Minimal

Tone

  1. Positive
  2. Neutral
  3. Balanced
  4. Negative

Messages Communicated

  1. Enhanced key messages
  2. Full key message
  3. Partial/incomplete message
  4. No message
  5. Wrong/opposite message

The new stages of decision making

FIND – OBSERVE/LURK – PARTICIPATE – ENGAGEMENT – PURCHASE/ACT/LINK/WOM

 

The new rules of social media

  1. We are not in control
  2. There is not a market for your messages
  3. It’s about reaching the right eyeballs
  4. It’s worse not to be talked about

 

The phases of engagement

  1. IMPRESSIONS
  2. CLICKTHROUGHS/UNIQUE VISITORS/LIKES
  3. REPEAT VISITORS/TWITTER FOLLOWERS/COMMENTS
  4. RETWEETS/REPEAT COMMENTS/REPOSTS/SHARES/USE OF HASHTAG
  5. REGISTRATIOM/POSTIVE SENTIMENT/NET PROMOTER SCORE
  6. TRAIL PURCHASE/ADVOCACY

 

Levels of engagement

  1. Lurking
  2. Casual
  3. Active
  4. Committed
  5. Loyalist

 

Social media content analysis – good way to find bloggers

  1. Find the content
  2. Determine the type of conversation
  3. Determine the visibility of your brand
  4. Determine if anyone was quoted
  5. Determine sentiment
  6. Determine what messages were communicated
  7. Determine positioning on key issues
  8. Quantifying the authority of the write

 

How to measure influencers

  1. Search for blogs mentioning brand
    1. Delete duplicates/not relevant
    2. Record the date, the source, the author & subject
    3. Note number of comments
    4. Verify the blogs & bloggers
      1. Rank them in number of mentions of brand/topic
      2. Run through blog grader/twitalyzer – rank in order of score
      3. Then rank in order of “conversation index” – ratio of comments to posts
      4. Add three ranks together – what is our top 10/50/100

 

 

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Digital Book – reading list


http://www.linkedin.com/osview/canvas?_ch_page_id=2&_ch_panel_id=3&_ch_app_id=20&_applicationId=1700&appParams={%22view%22%3A%22readingList%22%2C%22uid%22%3A%223UofGupO50%22}&_ownerId=12672606&completeUrlHash=cwVd

As I am new to this I wanted to know how I shared my Amazon reading list that I created on Linked In – after much searching I still couldnt find out how so I have share the link above – I hope it works.

One of the best books I have read is Likable Media – it breaks social media down into workable actions which is really useful. I have tested at least 5 things from the book so far & seen great things across my personal accounts.

I have three books on my desk that I hoping to start, finish & even pick up – I find it hard to keep my reading up as well as tweets/blogs/emails & now Google +