Gini Dietrich

Join Chuck Hemann for a Special Livefyre Q&A Today

By: Gini Dietrich | July 24, 2013 | 
265

Join Chuck Hemann for a Special Livefyre Q&A TodayBy Gini Dietrich

Once upon a time, in a far away land, I met Chuck Hemann. At the time, he was thinking about moving to Chicago to work for Edelman and he had lots of questions (yes, it gets really cold for several months).

He made it six months (he clearly didn’t listen to me) and then the winter got to him and he went back to his beloved Texas, got a fancy new job, found himself a co-author, and wrote a book.

Digital Marketing Analytics, which he co-authored with Ken Burbary, is probably one of the (if not the) smartest books on how to use data and metrics to improve your marketing campaigns.

Not a stranger to analytics, Chuck has spent nearly four years deciphering and making sense of the data we all have at our fingertips and putting it in terms we can all understand (yes, even you professionals who went into PR because you hate math).

The book will help you figure out what makes sense for your organization or your client’s organizations…and it’s written in a way that isn’t overwhelming.

Today’s Livefyre Q&A

At noon ET (that’s 11:00 CT, 10:00 MT, and 9:00 PT for those of you who can’t do time zones), Chuck is going to be hanging out in the comments so you can ask him anything and everything about the book, how his trip to London and Edinburgh was earlier this month, what cool things he saw at The Open Championship, what he’s learned from being on Weight Watchers, what it’s like to share a publisher with me, why he always wears Argyle, or whether or not he has any affiliation with Argyle Social.

In order to participate, all you have to do is:

  • Make sure you have a Livefyre account or be ready to sign in with one of your social networks.
  • Set a reminder for noon ET today.
  • Order the book so you can help Chuck and Ken out, but also get your learn on.
  • Create a list of questions.
  • Come back here, scroll to the bottom, and write a comment in the form of a question. As soon as you hit “post comment,” Chuck will see it and reply to you. You can even join the conversation around questions others are asking, if you like.

We’ll be here for an hour so you can join us the entire time or step in and out during the hour. It’s entirely up to you; just make sure you’re here before 12:59.

Win a Copy

Those of you who participate in today’s Livefyre Q&A (even if you’re late to the party, but not if you’re an Arment Dietrich employee) will be entered in a random drawing for a free copy of the book.

We bought two copies and will give them away, but you have to actually leave a comment, ask a question, or participate in the chat to be entered in the drawing. Otherwise we won’t know you were here.

Get ready with your questions and join the conversation. And don’t fear! If you missed the live portion of this, we’ll keep the drawing open until midnight PT so you still have time to get in your questions.

Former Guests and Who’s Next

For former guests, check out Margie ClaymanSarah RobinsonMark StoryBeth HaydenSarah EvansStanford SmithChris BroganC.C. ChapmanMitch Joel, and Danny Brown.

And following is the lineup through the end of the year so mark your calendars!

Same bat time, same bat channel.

See you today at noon!

P.S. And don’t forget…we have DJ Waldow doing a webinar on email marketing tomorrow! Register for free here.

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.

Spin Sucks in Your Inbox

265 responses to “Join Chuck Hemann for a Special Livefyre Q&A Today”

  1. DebraCaplick says:

    Ah, Gini, you would have to pick a day when I’m going to be on a plane! I’ll have to check in later on tonight from beautiful downtown Omaha to see what I missed.

  2. chemann1 says:

    Im glad Gini is taking time out of her busy planning week to be here. Should be fun.

  3. belllindsay says:

    Can I start can I start??

  4. Oh hey, the gang’s all here.

  5. ginidietrich says:

    Why did you choose Scott Monty to write the forward?

  6. belllindsay says:

    I’m going to jump right into the meat of things: Are organizations so overwhelmed and bowled over by the volumes of ‘big data’ that they end up missing the important information??

    • chemann1 says:

      belllindsay Can I answer this in multiple comments? First of all, most data isn’t big at all. Lets just get that out of the way.

      • chemann1 says:

        belllindsay Second, yes, the problem is that most companies don’t have a big analytics team. For some perspective, W2O Group (the agency I work for) has 70 analytics across 5 offices. That’s usually about 69 people bigger than most companies.

  7. KateFinley says:

    Hi Chuck! First of all, I cannot wait to read your book! Here’s my Q: Where’s a good place to start for an organization that is just beginning to dig into data? Just the thought of it can seem overwhelming …

  8. Do you consider your book a reusable resource for newbies as well as mid-level experts on this topic?

    • chemann1 says:

      Soulati | Hybrid PR Yes. That’s our hope. We didn’t want to make it so advanced that the front line comms practitioner would have no idea what we were talking about, but did give some meat to that crowd in the middle and toward the end of the book.

  9. DwayneAlicie says:

    Wow, I’m excited to read this book.  Chuck, was it really three years of analysis? And why did you write this book?  What moved you?

    • chemann1 says:

      DwayneAlicie Thanks, Dwayne. I’ve been doing media research for closing in on 10 years, but purely digital/social for the last 4-5. This book is a collection of that experience with the F1000. And what moved us was the need to have a book that practitioners could actually use. Search on Amazon for analytics, and you’ll be overwhelmed by web analytics books that dont help most of you out there.

      • DwayneAlicie says:

        chemann1 DwayneAlicie Brilliant — even more pumped to read it now! There is definitely a need for on-the-ground information that laypeople (LOL) can use. Especially small business owners who want to knock it out of the park but maybe can’t afford staff or consultants yet.

  10. OMGosh; how can he answer all these questions? Wait, Chuck, don’t answer that!

  11. belllindsay says:

    Wait a second……what do you mean “data isn’t big”..??? Can you expand on that point chemann1 ??

    • chemann1 says:

      belllindsay chemann1 if I’m analyzing conversations about a brand and say they have a few hundred thousand posts about them in a year. A tool like R6 (or others) can handle that volume. Working for a company like Red Bull, for example, where there are 200 million? Not possible for a tool like that to handle

  12. 311laura says:

    Am new to a digital marketing role for a nonprofit. Any tips on quick wins or areas to focus on first?

  13. Data is something I struggle with so very, very excited to read your book. 
    Q: So I’ve read to measure engagement on Twitter, you add up replies, retweets, and mentions then divide by followers (there’s a similar formula for Facebook too), so just wondering what you think of these types of equations? It seems generic to me…

  14. Something I’ve seen you rail against in the past is the irrational fear that many organizations have with measurement — plus the deluge of data points available to marketers. 
    How do you coach organizations to focus their analytics efforts on KPIs, rather than just piling on more and more data points, hoping that they’ll suddenly stumble across some important insight.

    • jasonkonopinski I think that begs the question — can anyone interpret data? Or, do they need some history/background/expertise. I mean, who can ‘stumble’ across data if they don’t know what they want to interpret?

      • chemann1 says:

        Soulati | Hybrid PR jasonkonopinski a question I get a lot, actually. Most of the time our analysts come from traditional market research looking for a change, or they are digital analytics natives. Fewer of the latter, obviously.

        • chemann1 Soulati | Hybrid PR jasonkonopinski Kinda thought so. I also bet the analysts don’t want the PR peeps anywhere near the data (or anyone else without THAT expertise). 
          When you’re a smaller business, however, everyone kinda has to dive in for the interpretation.

    • chemann1 says:

      jasonkonopinski good question… I think most companies start out wanting to listen to everything about them online. Very hard for some of the largest companies in the world. Instead, it’s much easier to focus on the 2-3 topics they care most about and start from there.

  15. lbatzer says:

    Chuck , this may be a question answered in your book (I need to read it), but are there some data that one should pay more attention to than other?  I can’t believe everything is equal.

    • chemann1 says:

      lbatzer no, everything is not equal. we do talk about metrics a little in the book. there’s no holy grail metric. it’s entirely dependent on what your biz is trying to achieve.

  16. ginidietrich says:

    It kind of makes me nuts when I speak and I ask the audience (typically business owners) how many of them look at their analytics. It’s very rare to have more than one or two people raise their hands. If a CEO is to look at the analytics weekly, what are the top three metrics you recommend they review?

  17. biggreenpen says:

    Since I don’t have anything to add about data b/c I am sitting back and learning (see 95% of my other comments on SS), I’ll take the Weight Watchers bait! Having been on it so long that I can remember when we were required to eat liver once a week, it’s been fascinating to see how the program has evolved. (I’m a lifetime member now but not at goal weight (TMI)). Anyway, if it came up in Gini’s introduction, it seems like this must be a topic about which you have some “points” to share. 🙂

  18. KateFinley says:

    Oh and another please … I know you cover tools in your book but what’s one of
    your go-to social media measurement tools? Do you have a tool you use
    to evaluate competition?

  19. belllindsay says:

    I’m not a numbers person, chemann1 . I despise and abhor analytics and data (though I think it’s amazing once someone breaks it down for me!). Is there room for people like me in this new world?

  20. Some measurement tools can be pretty expensive, but is there a tool that is worth the money? And what about one that is the best bang for your buck?

  21. ginidietrich says:

    I’ve heard lots of people say they keep your book on their desk as a reference (I do, for sure). Why do you think that is?

    • chemann1 says:

      ginidietrich personally, I love hearing that. it’s probably because it is written in digestible chunks for the person who is primarily responsible for comms or marketing at a F1000 company. It’s also meant to be read beginning to end, but can also be broken up into sections if need be.

  22. Word Ninja says:

    What do think is he most pertinent data I can share with administrators? I manage FB and Twitter for a small college.

  23. Hey, Chuck…just took a gander at the blog post you’re sharing. Have you heard the skinny on Google Alerts’ demise? True? I see you’re advocating some other Google tools in your infographic. I want to know a plan B if Google puts Alerts on the wayside.

  24. So a slightly off-beat analytics question: I’ve been fascinated by the “Quantified Self” movement, incorporating technology into data acquisition. Products like Nike FuelBand, the Fitbit Flex and Jawbone UP are giving us really interesting data about our activity patterns, sleep cycles, etc.
    Do you think the popularity of these products suggests that we’re becoming more comfortable with data collection and analytics in general, outside of business?

  25. bobledrew says:

    Really looking forward to reading this book (either by winning it or buying it), and wondering if you can address either or both of these questions / issues: 
    1. How do you respond to organizations that say “we don’t have the staff / resources to do analytics?” 
    2. It’s my opinion that one of the most frequent mistakes made by organizations is to not LEARN from their analytics – to stop at “whee, look at our bar charts” and not take action based on what the numbers TELL them. Thoughts?

    • ginidietrich says:

      bobledrew Whee! LOL!

    • chemann1 says:

      bobledrew good questions here. Most companies dont have the resources or staff. That’s true. However, there’s a good chance that someone exists in market research who could be reassigned because they are passionate about digital data. Also, the value that the person brings in being able to deliver insights on stakeholders outweighs the cost of the hire in my experience. 
      and couldn’t agree more re: #2. most analytics, sadly, looks in the rear view mirror.

      • CommProSuzi says:

        chemann1  OOH that’s good. Thrilled to read this response. (and the friendly banter, too.)
        I heard a gentleman with a really unique background (Scientist turned Communicator) speak. He made the point that  scientists are always looking for usable data upon which to act, or conversely NOT act.  He applied that to his communications career. Without info, we are acting blindly or pleasing an ego who is convinced he or she KNOWS her consumers. 
        The Far Side Example: The hunters who take down a mammoth with one tiny arrow: “We should write that spot down.”

  26. chemann1 says:

    You all are prolific question askers… my fingers are tired.

  27. belllindsay says:

    So, chemann1 – what’s with the argyle. 😉

  28. bobledrew says:

    Question, related to Word Ninja ‘s excellent one. How do you feel about using experiments (say, an a/b test on an email campaign) to show the utility of data analysis to help organizations improve some aspect of what they’re doing?

  29. ginidietrich says:

    How do you convince executives they should be concerned with things OTHER than visitors to their websites?

    • chemann1 says:

      ginidietrich I’ve actually given up this fight, surprising as it may sound. As an analytics pro my job is to recommend the right metrics to companies. If they care about followers, fine. I’ll show it. But I’m also going to show what else they should care about. whether they asked for it or not.

      • ginidietrich says:

        chemann1 That’s kind of like the fight I’ve given up about media impressions. You want them? Fine. But we’ll also show what else you should care about.

      • bobledrew says:

        chemann1 ginidietrich So if you were  brought in to a management meeting, show the follower numbers, then start to get into real stuff, what would you do if the CEO shut you down? Stew about it, push the point, or just take the money and run? (not meant to be flippant)

        • chemann1 says:

          bobledrew chemann1 ginidietrich it’s a fair point. I’d probably continue to show it and push the point. my job as a consultant is to demonstrate what should be done… whether it’s asked for or not.

        • chemann1 says:

          bobledrew chemann1 ginidietrich to just deliver what the client asked for ONLY leaves you terribly vulnerable. at that point you aren’t a partner. you are a vendor. no thanks.

        • belllindsay says:

          chemann1 bobledrew ginidietrich AMEN!!

        • DwayneAlicie says:

          belllindsay chemann1 bobledrew ginidietrich  I love this — shows that people around here really care about businesses’ success.

  30. ginidietrich says:

    Um, Tom Martin wants to know, “Is it true he’s just been signed to a 5 year deal with Argyle Social Media as their spokesperson?”

  31. belllindsay says:

    K, I feel like we’re all starting to get the giggles, so I’m going to bring it back to the beginning with this: Will ‘earned media’ ever eclipse paid and owned? Seriously.

    • chemann1 says:

      belllindsay im not sure it hasn’t already. we talk internally about the PESO model – paid, earned, owned and shared. thoughts here – http://blog.wcgworld.com/2013/07/peso-and-why-shared-media-is-important

  32. ginidietrich says:

    You live in Austin, which is where the big SWSW takes place every year. What is the one thing you look forward to with everyone invading your town?

  33. bobledrew says:

    Gotta go — this has been a really useful discussion. Thanks to chemann1  and to the AD team for putting this on. I trust you have the mailing address for my book… ;-o

  34. There are a ton of blogs out there on measurement/analytics/data/etc. – what blogs would you recommend for either a novice or seasoned marketing pro? (Besides your own of course!)

  35. ginidietrich says:

    One of the books most recommended (before yours was written) is Web Analytics: An Hour a Day. What does your book offer that’s different than Kaushik’s?

    • chemann1 says:

      ginidietrich his book focuses mostly on web and search. our book is comprehensive of search, social, broader digital, mobile, etc. one of the reasons we wanted to write the book is to focus on something other than WEB. that horse is beaten to death completely.

  36. So what IS it like to share a publisher with Gini???

  37. belllindsay says:

    What’s (your co-author) Ken really like….? 😉

    • chemann1 says:

      belllindsay honestly, couldn’t have written the book without him. he comes more from the paid media/broader digital side. the book was going to be entirely social, but we were asked to expand the scope… He added a TON to this book.

  38. ginidietrich says:

    You started this book before your Edelman gig and then put it on hold. Did that extra time make it a better book or just aggravate you?

  39. belllindsay says:

    Gini’s got another book coming out soon – should she go on another book tour?

  40. ginidietrich says:

    Alright, kids. We’re closing in on the hour. Get any of your questions out there now!

  41. What is the biggest challenge facing marketers in the near term regarding their data and analytics?

    • chemann1 says:

      yvettepistorio it’s the resource challenge. by that I mean the scarcity of talent. very few people have done this kind of work for a company of any size.

  42. belllindsay says:

    Next big thing from chemann1 ??

  43. biggreenpen says:

    Thanks Chuck – this was informative and interesting!

  44. Word Ninja says:

    Thank you, Chuck and everyone at Spin Sucks. Excited about reading the book!

  45. belllindsay says:

    T’was fun and very informative! Thanks Chuck!

  46. Thanks so much Chuck! Very informative and can’t wait to get my hands on your book!

  47. ginidietrich says:

    We will draw two winners tomorrow…after others have a chance to stop by and ask questions later today. I’ll tag you if you win!
    Thanks, Chuck! You can go back to harassing me on Facebook now.

  48. chemann1 says:

    Thanks everyone for your great questions. Enjoyed spending the time.

  49. […] Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck Hemann, Michael Brito, and DJ […]

  50. […] Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel,Danny Brown, Chuck Hemann, Michael Brito, DJ Waldow, Tom Martin, Ahava Leibtag, and Jay […]

  51. […] Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel,Danny Brown, Chuck Hemann, Michael Brito, DJ Waldow, Tom Martin, Ahava Leibtag, Jay Baer, and Shel […]

  52. […] Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck Hemann, Michael Brito, DJ Waldow, Tom Martin, Ahava Leibtag, Jay Baer, Shel Israel, Mark Schaefer, […]

  53. […] Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck Hemann, Michael Brito, DJ Waldow, Tom Martin, Ahava Leibtag, Jay Baer, Shel Israel, Mark […]

  54. […] Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck Hemann, Michael Brito, DJ Waldow, Tom Martin, Ahava Leibtag, Jay Baer, Shel Israel, Mark […]

  55. […] Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck Hemann, Michael Brito, DJ Waldow, Tom Martin, Ahava Leibtag, Jay Baer, Shel Israel, Mark […]

  56. […] Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck Hemann, Michael Brito, DJ Waldow, Tom Martin, Ahava Leibtag, Jay Baer, Shel Israel, Mark […]

  57. […] Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck Hemann, Michael Brito, DJ Waldow, Tom Martin, Ahava Leibtag, Jay Baer, Shel Israel, Mark […]

  58. […] Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck Hemann, Michael Brito, DJ Waldow, Tom Martin, Ahava Leibtag, Jay Baer, Shel Israel, Mark […]

  59. […] Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck Hemann, Michael Brito, DJ Waldow, Tom Martin, Ahava Leibtag, Jay Baer, Shel Israel, Mark […]

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