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.

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265 Comments on "Join Chuck Hemann for a Special Livefyre Q&A Today"

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DebraCaplick
2 years 10 months ago

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.

ginidietrich
2 years 10 months ago

DebraCaplick It’s a conspiracy!

DebraCaplick
2 years 10 months ago

ginidietrich DebraCaplick It has to be – I’ve missed so many of these! I think Jack Bauer stole my calendar.

chemann1
chemann1
2 years 10 months ago

DebraCaplick ginidietrich sorry to have missed you, Debra.

belllindsay
2 years 10 months ago

Test

chemann1
chemann1
2 years 10 months ago

belllindsay 1, 2, 3.

ginidietrich
2 years 10 months ago

belllindsay Phew

chemann1
chemann1
2 years 10 months ago

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

ginidietrich
2 years 10 months ago

chemann1 Let’s be real…you wish I wasn’t!

chemann1
chemann1
2 years 10 months ago

ginidietrich chemann1 I was trying to be nice at least to start the chat.

ginidietrich
2 years 10 months ago

chemann1 LOL!

belllindsay
2 years 10 months ago

Can I start can I start??

ginidietrich
2 years 10 months ago

belllindsay You can start!

chemann1
chemann1
2 years 10 months ago

belllindsay Isn’t ginidietrich running this show? I mean, she should tell us when we’re going. #badmoderator

belllindsay
2 years 10 months ago

chemann1 belllindsay ginidietrich I really run the show over here, Chuck. 😉

ginidietrich
2 years 10 months ago

belllindsay chemann1 Shallow figurehead right here. I just ride my bike and work on my tan.

jasonkonopinski
2 years 10 months ago

ginidietrich belllindsay chemann1 And cook good stuff.

belllindsay
2 years 10 months ago

ginidietrich chemann1 HAHAHAHA!

ginidietrich
2 years 10 months ago

jasonkonopinski And cook good stuff belllindsay chemann1

ginidietrich
2 years 10 months ago

It’s tiiiime!

jasonkonopinski
2 years 10 months ago

Oh hey, the gang’s all here.

Soulati | Hybrid PR
2 years 10 months ago

How’s my volume?

Word Ninja
2 years 10 months ago

Soulati | Hybrid PR what? WHAT?

belllindsay
2 years 10 months ago

Word Ninja Soulati | Hybrid PR She’s talking about her hair. 😉

Soulati | Hybrid PR
2 years 10 months ago

belllindsay Word Ninja Soulati | Hybrid PR Yeah, you could use some of that product, Lindsay! HEH!

belllindsay
2 years 10 months ago

Soulati | Hybrid PR Word Ninja Amen sister. #straightasanarrow

ginidietrich
2 years 10 months ago

Why did you choose Scott Monty to write the forward?

belllindsay
2 years 10 months ago

ginidietrich Interesting.

chemann1
chemann1
2 years 10 months ago

ginidietrich good question. We wanted to have someone who had brand side experience to offer his perspective on the importance of analytics. That, plus the book is written for people like him. Not analytics junkies like me.

ginidietrich
2 years 10 months ago

chemann1 I’m an analytics junky and I got LOTS from the book. So I don’t totally agree…but do agree your audience is larger.

chemann1
chemann1
2 years 10 months ago

ginidietrich chemann1 glad to hear that. I was hoping we could straddle the line and be helpful for people who aren’t total novices.

belllindsay
2 years 10 months ago

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
chemann1
2 years 10 months ago

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
chemann1
2 years 10 months ago

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.

ginidietrich
2 years 10 months ago

chemann1 belllindsay Heck, for some companies, that’s 70 more!

KateFinley
2 years 10 months ago

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 …

yvettepistorio
2 years 10 months ago

KateFinley Ok, you must have a camera in my office b/c that was my question!

ginidietrich
2 years 10 months ago

yvettepistorio KateFinley Do you have it written on your wall, Yvette?

yvettepistorio
2 years 10 months ago

ginidietrich KateFinley Yeah…

KateFinley
2 years 10 months ago

yvettepistorio ginidietrich Dang it my secret is out.

chemann1
chemann1
2 years 10 months ago

KateFinley Hi Kate – Looking forward to hearing your feedback and thanks for the question. I actually wrote a post about this just recently. http://blog.wcgworld.com/2013/04/top-10-analytics-tools-you-can-use-right-now

KateFinley
2 years 10 months ago

chemann1 KateFinley Fabulous! Thanks, Chuck.

Soulati | Hybrid PR
2 years 10 months ago

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

chemann1
chemann1
2 years 10 months ago

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.

Soulati | Hybrid PR
2 years 10 months ago

chemann1 Soulati | Hybrid PR K, thanks. That’s all I need. Buying now. 🙂

DwayneAlicie
2 years 10 months ago

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
chemann1
2 years 10 months ago

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
2 years 10 months ago

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.

Soulati | Hybrid PR
2 years 10 months ago

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

ginidietrich
2 years 10 months ago

Soulati | Hybrid PR Please…this is nothing. You wait.

chemann1
chemann1
2 years 10 months ago

Soulati | Hybrid PR im a fast typer 🙂

belllindsay
2 years 10 months ago

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

chemann1
chemann1
2 years 10 months ago

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

311laura
311laura
2 years 10 months ago

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

chemann1
chemann1
2 years 10 months ago

311laura Yes, just shared this link below, but wrote about this recently for our blog – http://blog.wcgworld.com/2013/04/top-10-analytics-tools-you-can-use-right-now

311laura
311laura
2 years 10 months ago

chemann1 thank you 🙂

chemann1
chemann1
2 years 10 months ago

311laura chemann1 no problem. happy to help.

yvettepistorio
2 years 10 months ago

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…

chemann1
chemann1
2 years 10 months ago

yvettepistorio that’s a pretty fair way to do it, though replies are a dicey subject. hard to really understand true reach for a reply.

yvettepistorio
2 years 10 months ago

chemann1This is probably a dumb question, but what do you do with that final number? What does it mean?

chemann1
chemann1
2 years 10 months ago

yvettepistorio chemann1 just a KPI. 🙂

jasonkonopinski
2 years 10 months ago

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.

Soulati | Hybrid PR
2 years 10 months ago

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
chemann1
2 years 10 months ago

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.

Soulati | Hybrid PR
2 years 10 months ago

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
chemann1
2 years 10 months ago

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.

lbatzer
lbatzer
2 years 10 months ago

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
chemann1
2 years 10 months ago

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.

ginidietrich
2 years 10 months ago

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?

lbatzer
lbatzer
2 years 10 months ago

ginidietrich I wonder how much of this is because they don’t understand what they are looking at so most just don’t do it.

ginidietrich
2 years 10 months ago

lbatzer It’s some of that, for sure. Others say they’re just not interested. To which I always exclaim, “Not interested?! This is your business we’re talking about!”

Soulati | Hybrid PR
2 years 10 months ago

ginidietrich Yes. I’m blogging blind for a client right now. Start up. I don’t have access to any analytics and thus have no clue what’s appealing.

ginidietrich
2 years 10 months ago

Soulati | Hybrid PR Shut. Up. I would be going nuts.

Soulati | Hybrid PR
2 years 10 months ago

ginidietrich Soulati | Hybrid PR Yep. I am. Just dong the la-la-la bell.

chemann1
chemann1
2 years 10 months ago

ginidietrich most dont, sadly. though, that’s slowly starting to change. once you show them the window into how much they can learn about stakeholders, they jump on board.

biggreenpen
2 years 10 months ago

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. 🙂

ginidietrich
2 years 10 months ago

biggreenpen You were REQUIRED to eat liver once a week?!?! What. The. Heck.

biggreenpen
2 years 10 months ago

ginidietrich biggreenpen YES! (Fortunately I like it.) I have put all of the other draconian stuff out of my head. I was chained to a little food scale that I used to weigh everything, though – that I remember!

ginidietrich
2 years 10 months ago

biggreenpen Wow. I think I’ll stick to riding my bike.

DwayneAlicie
2 years 10 months ago

ginidietrich biggreenpen I do not like liver. Not even my own!

biggreenpen
2 years 10 months ago

DwayneAlicie ginidietrich biggreenpen Never (ever) has Weight Watchers advocated eating your OWN liver. Phew.

Soulati | Hybrid PR
2 years 10 months ago

biggreenpen Uhmm, I think she just wants her name to get thrown in for the free book….eh, Foursquare Girl?

lbatzer
lbatzer
2 years 10 months ago

biggreenpen I had to chuckle when I saw that in the post … I have been thinking about joining Weight Watchers.

chemann1
chemann1
2 years 10 months ago

biggreenpen Ha! Down 23 lbs to date on it. The program really works.

belllindsay
2 years 10 months ago

chemann1 biggreenpen I’ve been on (and off) it for years. 🙂 Only thing that works for me. #controlissues LOL

belllindsay
2 years 10 months ago

chemann1 biggreenpen Also CONGRATS Chuck!!!

biggreenpen
2 years 10 months ago

chemann1 biggreenpen It does. They are tops (in my opinion) in research, in combining all of the elements (the science of nutrition & execise + the component of human behavior). I’m a believer.

KateFinley
2 years 10 months ago

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?

Soulati | Hybrid PR
2 years 10 months ago

KateFinley OOOH. Thanks for this blog post on Evernote! Gonna hit that!

KateFinley
2 years 10 months ago

Soulati | Hybrid PR For sure! It was fun to put together … I heart Evernote!

KateFinley
2 years 10 months ago

Soulati | Hybrid PR P.S. I love that your handle says hybrid PR!

SJSnelling
2 years 10 months ago

KateFinley Soulati | Hybrid PR Just noticed the Evernote … 
Thanks
Now to see if I can keep up with the Q&A

chemann1
chemann1
2 years 10 months ago

KateFinley No tool. Just a simple approach we use internally. Google Trends is a fantastic, and quick tool to understand search behaviors.

belllindsay
2 years 10 months ago

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?

chemann1
chemann1
2 years 10 months ago

belllindsay chemann1 yes, Lindsay… and I’m not trying to be harsh here, but there’s really no choice for PR or marketing folks alike.

belllindsay
2 years 10 months ago

chemann1 You mean, I can’t scoot under the radar with my “I’m a content person” credentials…..?

ginidietrich
2 years 10 months ago

belllindsay Not when you see the role profile I just wrote for you. chemann1

chemann1
chemann1
2 years 10 months ago

belllindsay chemann1 no. sorry. what we’re more likely to see soon is a blending of the community/content/analytics roles into a hybrid person.

belllindsay
2 years 10 months ago

ginidietrich belllindsay chemann1 **gulp**

DwayneAlicie
2 years 10 months ago

But analytics and data love you, belllindsay … and that’s an interesting insight about the hybrid role, chemann1. ginidietrich

ginidietrich
2 years 10 months ago

chemann1 belllindsay Thank you, Chuck! Bane of my existence, she is.

belllindsay
2 years 10 months ago

ginidietrich  chemann1 Nice. 😉

yvettepistorio
2 years 10 months ago

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?

chemann1
chemann1
2 years 10 months ago

yvettepistorio it depends on what you are trying to do, really. We are big fans of Marketwired’s Sysomos tool over here.

yvettepistorio
2 years 10 months ago

chemann1 I had a feeling you were going to say that!!

chemann1
chemann1
2 years 10 months ago

yvettepistorio chemann1 The best part about being an analytics pro? I can answer “it depends” to almost anything 😉

yvettepistorio
2 years 10 months ago

chemann1 Hahahaha!!!

belllindsay
2 years 10 months ago

chemann1 yvettepistorio Sysomos?? Really?? I assumed you were a Radian6/Salesforce guy!

chemann1
chemann1
2 years 10 months ago

belllindsay chemann1 yvettepistorio tool agnostic, generally… but we use both heavily.

belllindsay
2 years 10 months ago

chemann1 yvettepistorio “Tool agnostic” – love it! LOL

yvettepistorio
2 years 10 months ago

chemann1 belllindsay I’ve used Radian6 before – it was great for monitoring, but once I got into the analytics, I was out of my element…

ginidietrich
2 years 10 months ago

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
chemann1
2 years 10 months ago

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.

Soulati | Hybrid PR
2 years 10 months ago

chemann1 ginidietrich That is exactly the answer I want. Wonderful.

Word Ninja
2 years 10 months ago

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

chemann1
chemann1
2 years 10 months ago

Word Ninja engagement over reach, I’d say… Focus on engagement rates, not how much of it is occurring.

Soulati | Hybrid PR
2 years 10 months ago

chemann1 Word Ninja How about the quality of that engagement, too? Like what’s being said?

Word Ninja
2 years 10 months ago

Soulati | Hybrid PR chemann1 Sometimes hard to determine quality. Once in a while we discover a person has actually enrolled after engagement, but that doesn’t necessarily mean it was a direct result of the engagement.

Word Ninja
2 years 10 months ago

chemann1 Great, I have stressed engagement to them. Thanks!

belllindsay
2 years 10 months ago

Word Ninja chemann1 I couldn’t agree more.

chemann1
chemann1
2 years 10 months ago

belllindsay Word Ninja chemann1 yeah, quality engagement is key… but that takes a deeper level of analysis

bobledrew
bobledrew
2 years 10 months ago

Word Ninja I believe that often if you have a tight enough handle on your organization’s goals, the measurements will suggest themselves to you.

chemann1
chemann1
2 years 10 months ago

bobledrew Word Ninja indeed

Soulati | Hybrid PR
2 years 10 months ago

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.

chemann1
chemann1
2 years 10 months ago

Soulati | Hybrid PR hmm, that’s interesting. hadn’t heard that. Will have to give that a think. #stumped.

ginidietrich
2 years 10 months ago

Soulati | Hybrid PR And the same for the Keyword Tool.

belllindsay
2 years 10 months ago

ginidietrich Soulati | Hybrid PR **cries**

lbatzer
lbatzer
2 years 10 months ago

belllindsay I second that sentiment for Google Alerts!

ginidietrich
2 years 10 months ago

Soulati | Hybrid PR I really love the Talkwalker Alerts. MUCH more efficient and more powerful than Google.

belllindsay
2 years 10 months ago

ginidietrich Soulati | Hybrid PR LOVE TalkWalker!! I will DIE when Google Keyword shuffles off this mortal coil.

Soulati | Hybrid PR
2 years 10 months ago

ginidietrich Soulati | Hybrid PR OK! Checking it out. Thanks, Girlies.

lbatzer
lbatzer
2 years 10 months ago

ginidietrich Soulati | Hybrid PR I looked into Talkwalker earlier this year the first time I hear (through your blog post) that Google Alerts might be going away.  While it gave me more articles/results, the quality wasn’t there.  It could be my search words, but most of the time it Talkwalker’s results weren’t right.  Where as Google Alerts gives me what I need.

ginidietrich
2 years 10 months ago

lbatzer Soulati | Hybrid PR Weird. I get much better results from them than I did with Google.

CommProSuzi
CommProSuzi
2 years 10 months ago

Soulati | Hybrid PR Say it ain’t so!

jasonkonopinski
2 years 10 months ago

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?

ginidietrich
2 years 10 months ago

jasonkonopinski One would think you’d be cursing the name of the Jawbone UP.

jasonkonopinski
2 years 10 months ago

ginidietrich It’s not the UP that I curse.

ginidietrich
2 years 10 months ago

jasonkonopinski Ohhhhhh. You blame me because you can’t keep up?

jasonkonopinski
2 years 10 months ago

ginidietrich Something like that.

ginidietrich
2 years 10 months ago

jasonkonopinski SMOOCHES!

chemann1
chemann1
2 years 10 months ago

jasonkonopinski wow. really good question. no, I dont think so… people dont view those devices as a data collection vehicle for the companies. they view them as a cool device to wear to track physical activity. 
that said, im generally nauseated by the data privacy nuts. it’s an open platform. it’s free. if you dont want a company collecting your data, delete your profile. oh, and while you’re at it, delete your email and any sign you’ve existed on this planet.

ginidietrich
2 years 10 months ago

chemann1 jasonkonopinski That’s precisely what I say when I get pushback on where this is all going. Oh, you don’t want anyone to know what you’re doing? Better delete EVERYTHING you do online. Emails, web searches, everything.

bobledrew
bobledrew
2 years 10 months ago

chemann1 jasonkonopinski I don’t think people make the leap from data collection by Fitbit, etc to data collection for business purposes.

jasonkonopinski
2 years 10 months ago

bobledrew chemann1 ginidietrich Aye – but I love that through products like the activity bands, we’re all becoming data nerds in our ways. 🙂

belllindsay
2 years 10 months ago

jasonkonopinski bobledrew chemann1 ginidietrich Even ME! My new replacement UP arrived today! Wheeeee!!

belllindsay
2 years 10 months ago

chemann1 jasonkonopinski “im generally nauseated by the data privacy nuts.” – ME TOO! They drive me bonkers. Helloooo, people, you’re ON THE INTERNET!!

bobledrew
bobledrew
2 years 10 months ago

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
2 years 10 months ago

bobledrew Whee! LOL!

belllindsay
2 years 10 months ago

ginidietrich bobledrew Oh. I thought you were ‘whee’ing’ because Bob showed up. LOL

bobledrew
bobledrew
2 years 10 months ago

belllindsay ginidietrich bobledrew Whee, Lindsay and Gini noticed me!

ginidietrich
2 years 10 months ago

bobledrew belllindsay Bob who?

bobledrew
bobledrew
2 years 10 months ago

ginidietrich fickle.

belllindsay
2 years 10 months ago

bobledrew ginidietrich I still heart you Bruce.

bobledrew
bobledrew
2 years 10 months ago

belllindsay bobledrew ginidietrich Sob.

chemann1
chemann1
2 years 10 months ago

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
CommProSuzi
2 years 10 months ago

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.”

chemann1
chemann1
2 years 10 months ago

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

belllindsay
2 years 10 months ago

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

chemann1
chemann1
2 years 10 months ago

belllindsay chemann1 ha! I wish I could say there’s a good story involved here. What happened was I bought an argyle sweater, wore it to work and a female colleague said it looked good on me. So, from there on I went nuts. What we dudes do for the ladies.

jasonkonopinski
2 years 10 months ago

chemann1 belllindsay Same goes with the Pumas.

belllindsay
2 years 10 months ago

chemann1 I love how it’s become part of your “personal brand”, even if by accident. How much weight do you put on personal branding?

chemann1
chemann1
2 years 10 months ago

belllindsay chemann1 im not a personal brand hater. it’s important. that said, my company always comes first.

bobledrew
bobledrew
2 years 10 months ago

belllindsay chemann1 Why would you think Chuck’s personal branding would have caused him to put on weight? And that’s a little inappropriate, frankly.

belllindsay
2 years 10 months ago

bobledrew chemann1 BAHAHA!

ginidietrich
2 years 10 months ago

chemann1 belllindsay If only we had realized how much power we have in high school.

chemann1
chemann1
2 years 10 months ago

ginidietrich chemann1 belllindsay the other thing, and it’s kinda sad I guess, is that now if I show up to a conference to speak and dont wear argyle the entire discussion turns into why im not wearing it.

belllindsay
2 years 10 months ago

chemann1 ginidietrich See my question above. 😉

bobledrew
bobledrew
2 years 10 months ago

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?

belllindsay
2 years 10 months ago

bobledrew Show off.  Word Ninja

Word Ninja
2 years 10 months ago

belllindsay bobledrew I was an only child. (except for the little brother)

chemann1
chemann1
2 years 10 months ago

bobledrew Word Ninja great idea. we’re just starting to explore this sort of a/b testing using social data.

jasonkonopinski
2 years 10 months ago

bobledrew Word Ninja I *lurve* a/b testing.

bobledrew
bobledrew
2 years 10 months ago

jasonkonopinski I feel like you’re the brother I never wanted.

jasonkonopinski
2 years 10 months ago

bobledrew Thanks. I think? 😉

ginidietrich
2 years 10 months ago

bobledrew jasonkonopinski He’s definitely the brother you’ve never wanted.

belllindsay
2 years 10 months ago

ginidietrich bobledrew jasonkonopinski That *no-one* wanted.

Word Ninja
2 years 10 months ago

jasonkonopinski bobledrew I should probably do some of that.

ginidietrich
2 years 10 months ago

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

chemann1
chemann1
2 years 10 months ago

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
2 years 10 months ago

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.

chemann1
chemann1
2 years 10 months ago

ginidietrich chemann1 Dont get me started on social impressions, particularly from Twitter.

bobledrew
bobledrew
2 years 10 months ago

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
chemann1
2 years 10 months ago

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
chemann1
2 years 10 months ago

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
2 years 10 months ago

chemann1 bobledrew ginidietrich AMEN!!

DwayneAlicie
2 years 10 months ago

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

ginidietrich
2 years 10 months ago

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?”

belllindsay
2 years 10 months ago

ginidietrich HAHAHAHA!

chemann1
chemann1
2 years 10 months ago

ginidietrich ha! No kidding, I am asked once a week whether or not I am on the board of Argyle Social. The answer is no, I’m not. Though, Eric Boggs keeps perpetuating this rumor that I’m their controller. Not true.

ginidietrich
2 years 10 months ago

chemann1 LOL!!! That makes me want to kiss Eric.

belllindsay
2 years 10 months ago

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
chemann1
2 years 10 months ago

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

belllindsay
2 years 10 months ago

chemann1 But surely it will never render the others obsolete?

chemann1
chemann1
2 years 10 months ago

belllindsay chemann1 paid? or earned? they all have to play well together.

belllindsay
2 years 10 months ago

chemann1 Sorry, really not trying to flog a dead  horse, but do you think the day will come, with all the new tech/social platforms, etc., where *paid* media will become extinct..?

chemann1
chemann1
2 years 10 months ago

belllindsay chemann1 no. for a lot of reasons. not the least of which is that the paid media measurement model is fairly well understood. not saying it isn’t flawed.

belllindsay
2 years 10 months ago

chemann1 Hmm. Comment got deleted – Do you  think, with all the new tech/social platforms etc., that *paid* media will ever become extinct? Not trying to flog a dead horse.

chemann1
chemann1
2 years 10 months ago

belllindsay chemann1no. for a lot of reasons. not the least of which is that the paid media measurement model is fairly well understood. not saying it isn’t flawed.

yvettepistorio
2 years 10 months ago

chemann1 belllindsay And shared!

ginidietrich
2 years 10 months ago

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?

belllindsay
2 years 10 months ago

ginidietrich Leaving town…? 😉

chemann1
chemann1
2 years 10 months ago

belllindsay ginidietrich heh. It’s nice to have everyone here through Interactive, but as soon as music starts I get annoyed. I love having everyone here to network.

bobledrew
bobledrew
2 years 10 months ago

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

ginidietrich
2 years 10 months ago

bobledrew Should I send it to Pepe or Bruce?

chemann1
chemann1
2 years 10 months ago

bobledrew chemann1 thanks for the questions, bob.

Word Ninja
2 years 10 months ago

bobledrew chemann1 Agree, great questions from everyone. Especially belllindsay ‘s about the connection between weight gain and personal branding.

belllindsay
2 years 10 months ago

Word Ninja bobledrew chemann1 That’s MY excuse and I’m sticking to it!

yvettepistorio
2 years 10 months ago

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!)

chemann1
chemann1
2 years 10 months ago

yvettepistorio haha. I was going to recommend our WCG blog… that’s where I spend most of my time. I would check out Don Bartholomew’s blog. It’s great.

yvettepistorio
2 years 10 months ago

chemann1 Awesome, thanks!

ginidietrich
2 years 10 months ago

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
chemann1
2 years 10 months ago

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.

ginidietrich
2 years 10 months ago

chemann1 🙂

yvettepistorio
2 years 10 months ago

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

chemann1
chemann1
2 years 10 months ago

yvettepistorio man… the horror stories about how she treated the publisher. sheesh. scary stuff 😉

ginidietrich
2 years 10 months ago

chemann1 yvettepistorio LMAO!!

belllindsay
2 years 10 months ago

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

chemann1
chemann1
2 years 10 months ago

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.

belllindsay
2 years 10 months ago

chemann1 I like Ken a lot. Have followed him for years. Smart guy.

ginidietrich
2 years 10 months ago

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?

chemann1
chemann1
2 years 10 months ago

ginidietrich actually they were two very different titles and areas of focus. different publishers as well. but, yes, that experience did give me a greater sense for what the book should be about.

ginidietrich
2 years 10 months ago

chemann1 Oh! I didn’t realize that.

chemann1
chemann1
2 years 10 months ago

ginidietrich chemann1 yeah, one was a Dummies book. The pearson book is a “real” book.

belllindsay
2 years 10 months ago

chemann1 ginidietrich The “Dummies” book sounds right up my alley. 😉

yvettepistorio
2 years 10 months ago

belllindsay chemann1 ginidietrich Too easy…

ginidietrich
2 years 10 months ago

yvettepistorio LOL!!

ginidietrich
2 years 10 months ago

chemann1 I’m glad you put it on hold, then. I think it’s a fantastic book.

chemann1
chemann1
2 years 10 months ago

ginidietrich chemann1 appreciate that. yeah, I think this was a much better angle.

belllindsay
2 years 10 months ago

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

chemann1
chemann1
2 years 10 months ago

belllindsay ha! absolutely.

belllindsay
2 years 10 months ago

chemann1 IT HAS BEEN DECREED!!!

ginidietrich
2 years 10 months ago

belllindsay chemann1 What will you do without me while I’m on tour? You can’t even make it through a weekend.

belllindsay
2 years 10 months ago

ginidietrich chemann1 True. Hadn’t thought of that angle.

PattiRoseKnight1
PattiRoseKnight1
2 years 10 months ago

ginidietrich belllindsay chemann1 with technology it’s like you are not even gone really.

ginidietrich
2 years 10 months ago

PattiRoseKnight1 PATTI! I’m trying NOT to go on tour!

ginidietrich
2 years 10 months ago

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

yvettepistorio
2 years 10 months ago

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

chemann1
chemann1
2 years 10 months ago

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.

belllindsay
2 years 10 months ago

Next big thing from chemann1 ??

chemann1
chemann1
2 years 10 months ago

belllindsay chemann1 love that question… More world domination? There’s some super fun stuff we’re working on for clients that’s “melt your face” quality. Cant share yet, but coming soon.

belllindsay
2 years 10 months ago

chemann1 Ooooh, that’s just mean.

biggreenpen
2 years 10 months ago

Thanks Chuck – this was informative and interesting!

Word Ninja
2 years 10 months ago

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

chemann1
chemann1
2 years 10 months ago

Word Ninja Thanks for the questions!

belllindsay
2 years 10 months ago

T’was fun and very informative! Thanks Chuck!

chemann1
chemann1
2 years 10 months ago

belllindsay Thanks for all your great questions.

Word Ninja
2 years 10 months ago

belllindsay T’were you recently at the Bristol Ren Faire?

belllindsay
2 years 10 months ago

Word Ninja T’was! 😉

Word Ninja
2 years 10 months ago

belllindsay So t’was I! Two Sats ago!

yvettepistorio
2 years 10 months ago

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

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