Social marketing analytics from Altimeter...great report

Once again - top draw analsysis and simple insight from Jeremiah Owyang - his delivery style is a little stiff but you can't fault the quality of his thinking and the way he pitches his thinking to an audience he understands....


So, good, why?

Well first - because he ties measurement right back to objectives - in other words - only worry about data / metrics which relate to your objective.

Don't have a clearly defined objective? Go back to strategy school here

So for example......if you're setting up a support forum to try and reduce the call times and pressure on a call centre - you measure resolution rate, time and score - and you don't worry about share of voice 

If you're objective is to drive sales - share of voice, engagement and reach are your friends (as well as your existing hard metrics)

Sounds simple - but the truth is, it's news for most.

Second - because good, simple definitions of the key metrics - a commonality of language - is badly needed (and not something many people working in the space have the time or interest in developing)

Third - because a framework (however flawed) - is often better than nothing - to aid initial understanding. I'm not sure I 100% buy it - our 4 categories of sales, web, social and marketing I think are perhaps a little more human (and even more simple) - but I accept the need to drill into the nuances of the "social" category.

3 models for social business....

Social business is soon going to be the hot topic in digital / consulting land - how a company transforms itself from a closed, silo'ed organisation - into an open, listening, reactive, dynamic "hive". For definition - here

Organisations who are already out of the blocks of "social media" are at an advantage it seems. The level (and not the short term success) of that early experience is the driving factor in who is starting to effectively grapple with the challenge.

Turning that initial learning (the listening the PR team are doing - the app marketing built - the data IT want to publish) into practices and protocols which drive the whole business (and which crucially - don't bureaucratize and kill - the very thing they're trying to nurture) is going to be the number 1 issue for most CEO’s over the next couple of years.
 
So my top 3 models below to provide an intro for people who haven't got a clue what I'm talking about are ...

Dachis - here
Altimeter - here
Edelman here

Fascinating time for business....