Gini Dietrich

Learn How to Measure What Matters

By: Gini Dietrich | September 19, 2012 | 

It’s been three months since we’ve had a webinar (we took the summer off) and it was worth the wait!

I just had the opportunity to watch the pre-recorded video Tim Frick created about how to measure what really matters (cough, no ego-centric metrics, cough) using Google analytics and Sprout Social and all I have to say is…WOW.

Admittedly, I am an analytics nerd. I love numbers. I’m all about setting up goals in Google analytics and using the data in there to give me the information I need to make intelligent decisions about the programs we create for clients.

But even I learned a thing or two from watching Tim do his magic.

The reason it’s so good? He walks you through how to do things, step-by-step, so you can follow along while you have your Google analytics page open.

Trust me, even you communications pros who hate numbers are going to get something from this.

So buckle your seat belts, turn off anything with an on/off switch, and enjoy the ride. You’re about to determine whether or not this is a webinar you just can’t miss.

Four Steps to Measuring What Matters

  1. Strategy. It’s not a surprise to hear many communications professionals don’t know how to measure their efforts toward a real business strategy. Tim is going to help you with that. In fact, he’s going to make it so easy to create your strategy, and determining the metrics you should watch – there shouldn’t be a single one of you left that doesn’t measure all of your online efforts back to real business goals. He helps you determine the right questions to ask yourself, how to create the benchmarks, how to determine your key performance indicators, and exactly what you should (and should not) be measuring.
  2. Implementation. Get your Google analytics open for this one. I know I said to turn off anything with an on/off button, but I’ll allow you to use your computer for this step in the webinar. He’s going to show you exactly how to set up goals in Google analytics so you’re tracking specific events, URLs, and campaigns right in your dashboard. He’ll show you how to determine whether or not you need a mobile-specific website (right now), how to use annotations to provide historical data, how to integrate your analytics with your email marketings, how to determine if/what people are sharing on the social networks, and how to use the URL builder to track exactly what people are doing when they click on your links.
  3. Iteration. Just like washing your hair, Tim shows you how to lather, rinse, and repeat here. The tools he provides help you measure, analyze, and report so you know what to change in your programs going forward. Just checking these reports once a week will allow you tweak campaigns to be even more successful.
  4. Case Study.  Even though Tim is in Chicago, we’ve not yet met. But we will because we have something in common. Cycling. But the case study he uses at the end for Climate Ride is going to appeal even to those of you who are not cyclists. He shows you how they used content, crowdsourcing, videos, photos, Facebook, Twitter, Flickr, Instagram, Foursquare, Pinterest, and YouTube to get cyclists and supporters engaged in a big annual ride. Then he’ll show you how they measured those efforts through Google analytics and Sprout Social. He also shows you how Instagram and Ink361 provide amazing photo maps that create even more engagement.
But that’s not all! If you buy today, you’ll get a totally awesome photo of Patrick Swayze and some wicked cool music. Plus he gives you several action items so you don’t leave the webinar with great ideas, but completely overwhelmed so you actually do nothing.

The Webinar

So here are the details:
  • It’s tomorrow, September 20, at 12 p.m. ET. Because I know many of you (cough, my entire team, cough) are time zone illiterate, that’s 9 a.m. PT, 10 a.m. MT, and 11 a.m. CT.
  • It costs $50. But if you don’t feel like you got your money’s worth, I’ll refund it for you (and kick you in the shins).
  • The video is pre-recorded so Tim can answer questions as you watch. No waiting for the final 15 minutes. Ask questions in the chat feature and he’ll answer them immediately.
  • It will be available on-demand. Register now, and you’ll receive a link to the full session when it ends.
If you click here, you will be directed to the page to buy. We’re slowly moving our paid content to a new content management system (thanks to Joe Hackman) so no more waiting for one of us to email you the details after you buy. It happens automatically now!
Imagine that…in today’s digital age we can deliver details to you automatically.
I will be on stage during the webinar, so I won’t be able to attend and host Tim. But I know I speak for my team when I say…hope to see you there!

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

  • GAH. I can’t make this one. BUT. I love Sprout Social. Such a great product. 

  • belllindsay

    “even you communications pros who hate numbers are going to get something from this” You talkin’ to me? Are YOU. Talkin’ to ME!!?? 😉
    Can’t wait!

    • AnneReuss

       @belllindsay She probably lumped me with you too but I can’t wait either! 

    •  @belllindsay THAT’s what you responded to? Not the time zones??

      • belllindsay

         @ginidietrich Well, I bugged you about yesterday’s time zone comment. That ship has sailed. LOL 

  • And! It’s available on-demand if you can’t make it. 🙂

    •  @Lisa Gerber Awesome. I’ll have to catch up on this one later. 🙂 

    •  @Lisa Gerber Great. Missing it as I’m at the “Online Influence” conference, so will pick it up later. I hope you get masses of attendees and positive feedback. 

    •  @Lisa Gerber Dang. I was so sleepy when I wrote this last night. Yes…thank you for the addition!

  • Great Blog post.

  • GrizzardComm

    Margie’s right. Take heed … RT @MargieClayman This’ll be good -> Learn How to Measure What Matters via @ginidietrich

    • MargieClayman

      There you have it – it’s *definitely* going to be good 🙂 @GrizzardComm @ginidietrich

  • Mmmmm. Strategy and analytics together… Yum. You know One of the breakthrough changes to my career was the humbling notion that MAYBE it’s possible that I don’t know everything. I know that’s shocking, Gini, but once you revive yourself, stay with me.

    The notion that “oh, I’m a huge expert on this topic, what could anyone else teach me” took me from the pinnacle of my career to being broke in a few months a few years ago. I had to ask myself “if you’re so smart, why are you so broke.” Big part of that was not continuing to learn. And peer knowledge… That’s invaluable.

    •  @Tinu Well said, my friend. 🙂

    •  @Tinu I refuse to believe it.

      • @ginidietrich Truevstory. There’s like, six things I don’t know.

  • Wait – is this Ghost Patrick Swayze or Red Dawn Patrick Swayze?

    •  @Danny Brown I’m not going to tell! But it’s AWESOME.

      •  @ginidietrich  @Danny Brown there is no such thing as a good patrick swayze movie. Nor Vin Diesel. Just saying.

  • AnneReuss

    Hold your horses…..CT is Chicago right? Kidding.
    Well I sure like @TimFrick too because as of yesterday I am a beer brewer too! But I think I could really benefit from this but does it have subtitles or a transcript? 

    •  @AnneReuss  Hold your horses. LOL!! My dad says that.
      Let me have @Lisa Gerber or Lindsay Bell-Wheeler get back to you on the subtitles question. We can probably create something for you if it doesn’t exist.

    •  @AnneReuss  @TimFrick Wait. Another homebrewer in the SpinSucks community? YES. 

      •  @jasonkonopinski  @AnneReuss  @TimFrick homebrewing is illegal in Pennsylvania per the new law signed last week by your awesome Governor. It was the brewer ID law I am pretty sure it was called.

        •  @HowieG  @jasonkonopinski  @AnneReuss We are co-sponsoring a brewing contest with our friends at Eco-Andersonville, Hamburger Mary’s and Brew Camp in November. You folks should join us! 

  • I’m a bit of a nerd to. Numbers can tell great stories. But @ginidietrich , is a kick in the shins really necessary? 

  • This sounds like fun. I wonder if I can keep up with you numbers nerds…

    •  @barrettrossie oh come on you know very well when you create an Ad Campaign you instantly calculate home many impressions, shares, buzz, and sales you will deliver for your client before you even film a commercial or do any graphics. Creative types are no different than accountants and investment bankers.

  • jennimacdonald

    @belllindsay: Thanks for the tweet, no I didn’t but I had already paid anyway. Oh well.

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  • I wish I were a numbers nerd, but I have to rely on words and visuals to understand impressions, shares, and analytics. Often in my agency I have our head of search sit down and show me what the heck he’s talking about. “SHOW ME!” Needless to say, he is a patient person. I feel that our clients have the same issue and we’ve been implementing infographs and visuals as part of our reporting system. I think that you can over-do it, however, because those numbers are meaningful all on their own, and can often be misinterpreted when trying to visualize. Being in the social world means being flexible, so maybe this non-numbers girls needs to get used to data 🙂