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Gini Dietrich

Measuring Results at the Enterprise Level

By: Gini Dietrich | December 8, 2011 | 
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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.

32 comments
rmadison
rmadison

Thanks for the mention Gini! (Impressive library, BTW!)

coffeewithjulie
coffeewithjulie

This is a question I've been struggling with so it was such a treat to see it as Facebook question of the week! Now: Can you (or any of your readers here) share a sample dashboard that can be used for reporting to the executive? What does it look like, how much detail do you recommend?

SceneStealrEric
SceneStealrEric

Wow. I think I'm going to start referring potential clients to this post! So many people want a one-size-fits-all solution and when when we tell some people we are a web-listening platform with customized spam filtering and relevancy, they want that and the other 4 things you mentioned. The reason we are able to concentrate on quality of data and flexibility is because we've focused our development--thanks for the mention, by the way--on what we do best. Everyone is going to have different needs and you know your brand better than anyone else-- why put that management in anybody else's hands?

Great post, @ginidietrich ! Have a great weekend!

Eric Melin

@spiral16

Tinu
Tinu

Exactly I wouldn't outsource measurement. If you aren't monitoring yourself in tandem with whoever else is measuring, you only see what they want you to see. Even if I'm going to help someone with this, someone on their side HAS to be trained at how to read and measure independently first. Keeps everyone honest. AND it gets you an inside ally if you're the type of person who is proactively looking ways to kill any potential monsters while they're small.

Also: beef jerky time.

Latest blog post: tab utiities

steve_dodd
steve_dodd

Hi Gini, this is a perfect way to address the issue. I like the way you've positioned the need for human intelligence combined with tools. After all, a tool is just a tool. Hammers and saws don`t build houses. There is no "silver bullet" (at least yet)........ and those who try to take the easly way out, ultimately fail. But, most start there and learn the hard way (that`s only human). What`s also important to remember is that there is no single tool that will address all requirements. They all have unique capabilities and often are used inconjunction with eachother. I`m sure that if you did a review on all the services you`ve mentioned (including Converseon) you`d find unique strenghts and weaknesses in them all (especially depending on what you are really trying to accomplish with any given project).

Howie Goldfarb
Howie Goldfarb

It is 'rode bikes' you both 'rode bikes to the store to get some butter and some social media side dishes'. Damn spell check never does get proper context. ;-)

Just checked the new Analytics OMG that is really intense! I am pretty sure you have covered these before but I think it is good to go back to them every so often. I don't use much but I am starting to make some changes that will hopefully drive more traffic and maybe some business my way.

First though if the Broncos will will you shave TEBOW on the side of Jack Bauer?

40deuce
40deuce

I totally agree with your initial answer here @ginidietrich . A tool (such as Sysomos, whom I work for) can help, but I would never rely fully on a tool to give me all the answers. The correct answer is pairing the right tools (like Sysomos *wink*wink*) with people who know what they're looking for and doing.

Any tool can help to give you a certain amount of information, but from there it really takes a real brain to look at the information and come up with answers towards the questions that you really need to answer. Numbers are great to look at, but there's meaning behind those numbers and while a machine can help you see those numbers, they'll (almost) never be able to tell you the REAL meaning behind them.

Also, I do appreciate the Sysomos recommendation in the post!

Cheers,

Sheldon, community manager for Sysomos

MimiMeredith
MimiMeredith

I love it when recommendations are simple, achievable (with a little patience and attention to instruction) and FREE! This is helpful to so many, but should definitely be shared with small clients who want to know whether or not the efforts their pr firm suggests are of value. Wouldn't it be bold to just set up the dashboard for them? Seems like that would offer up transparency and confidence.

John_Trader1
John_Trader1

I agree with @KenMueller - doesn't it make sense to tinker with the free tools before you jump in with both feet and use paid services? Amazing how many tools and resources are for free these days.

Measuring results helps me sleep at night. That and a beer with dinner.

CheriLesueur
CheriLesueur

Thank You @KenMueller @ginidietrich for the info. Sometimes I feel like I am not doing enough measurment but it turns out I am doing ok. I am measuring without spending all of my money.

KenMueller
KenMueller

I love Google analytics, paired with Clicky, as well as Wordpress stats. There's no need to pay a huge amount of money when there are a lot of good free tools.

And what's up with your ceiling? It's like the Sistine Chapel...is there a painting up there?

ginidietrich
ginidietrich moderator

@steve_dodd You're exactly right...there is no silver bullet. I had an interesting conversation with Pierre-Loic Assayag, the founder of Traackr and he says the same thing...we're just a tool. We don't replace the hard work.

Latest blog post: #FollowFriday: Bryan Willmert

ginidietrich
ginidietrich moderator

@40deuce I think Sysomos is a great tool for monitoring and listening, but it's not going to give me the analytics and the information on the people who visit my site or tie it into the CRM or help me with managing content. We have to use all five (or sometimes six) tools together, in order to really measure results.

Latest blog post: #FollowFriday: Bryan Willmert

ginidietrich
ginidietrich moderator

@MimiMeredith This is why I love you, Mimi. Great minds. We set up the dashboard for our clients and then we are completely transparent with the analytics. On Tuesday, we had a meeting with a client and were going through the results. I was pretty disappointed about one section of the results and I outlined why. The client stopped me and said, "I think your expectations are too high. This is quadruple what we did last year. Chill."

Uh. OK.

ginidietrich
ginidietrich moderator

@KenMueller When we bought this house (six years ago next week!) the family who lived here had two little kids. One bedroom has Where the Wild Things on the wall. And this one (which became my home office) is painted to look like wallpaper is peeling off the walls. It took me a while to get used to it, but now I love it.

coffeewithjulie
coffeewithjulie

@ginidietrich Fabulous! I don't which I like more -- the lovely dashboard you share or that you use the term "horse hockey" :)

40deuce
40deuce

@ginidietrich I totally agree. We're a tool for social conversations. There's a ton of tools that people will need for other aspects, such as web site analytics or CRM. I wouldn't be surprised if you do use us plus four other tools for other things... and then the human element to analyze all that data from the five tools.

MimiMeredith
MimiMeredith

@ginidietrich Gini...it's one of many reasons...and I just did a little happy dance for you! THAT is a great story and awesome results for the woman who works (and bikes) her backside off. Way to set a great industry standard!

Howie Goldfarb
Howie Goldfarb

@MimiMeredith@ginidietrich Well Gini recommended I swap my Fluffanutter for a store brand and I did save 30 cents on the jar but it just didn't mesh well with the Pickles and Ketchup.

Just proves not all of her recommendations work out. But she does have a 96.2% success rate which is much higher than the 12.8% success rate of the tips from the $49 webinar from @Danny Brown on using Myspace for Business.