Gini Dietrich

Measuring Results at the Enterprise Level

By: Gini Dietrich | December 8, 2011 | 
32

That’s right! It’s that time again. Facebook question of the week time (clap, clap, clap)!

This week we’re talking online monitoring, measuring results, some elbow grease, and marketing expertise.

Rusty Speidel, a friend I met on Twitter who later became a close offline friend (mostly because we both road bike), has been giving me a hard time about measuring results.

He thinks marketing expertise and elbow grease aren’t enough for most, because most people aren’t analytics nerds like I am.

So he challenged me to the following question:

What are the top five ENTERPRISE class measuring platforms for social engagement–the ones big enough for Ford, Microsoft, ESPN, Time, CNN, etc.? In the case, does size matter?

I began asking my friends at the large companies who/what they use and one name kept coming up. The problem with this one company? Not one of my friends are happy with them.

It turns out there aren’t five companies that do this (or do it seemingly well) so everyone is stuck using the one company that is average.

In the video (click here if you can’t see it in your Reader), I talk about who that is and what I recommend instead.

Following are the five tools I recommended in the video:

  1. Google analytics (the new release is fantastic);
  2. Clicky (or some sort of tool that measures specifically who is on your site);
  3. Your content management system (which could be as simple as WordPress or something crazy such as Spark, which is what we use for Spin Sucks Pro);
  4. Your customer relationship management system (Salesforce, Nutshell, Constant Contact); and
  5. Some sort of online listening and monitoring (Google alerts, Spiral16, Sysomos, Radian6).

It will take you about 90 days to get your dashboard right. You’ll play with the right things to measure during that time and tweak the paths for monitoring. You’ll become an integrated part of every discipline. And then you’ll have it ready. And it will be beautiful. And you will thank me for saving you half a million dollars on something that doesn’t work.

#theend

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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