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Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships

Book Description

In an online and social media world, measurement is the key to success

If you can measure your key business relationships, you can improve them. Even though relationships are "fuzzy and intangible," they can be measured and managed-with powerful results.

Measure What Matters explains simple, step-by-step procedures for measuring customers, social media reputation, influence and authority, the media, and other key constituencies.

  • Based on hundreds of case studies about how organizations have used measurement to improve their reputations, strengthen their bottom lines, and improve efficiencies all around

  • Learn how to collect the data that will help you better understand your competition, do strategic planning, understand key strengths and weaknesses, and better respond to customer preferences

  • Author runs a successful blog and serves as a measurement consultant to companies such as Facebook, Southwest Airlines, Raytheon, and Allstate

Don't draw conclusions or make key decisions based on guesswork. Instead, Measure What Matters and the difference will show in the most important measure: your bottom line.

From the Inside Flap

If the only numbers you really care about are revenue and profits, you'll never fully understand what makes them go up or down. Want to know what people think of you? Want to know how those opinions will affect your sales? You're only guessing unless you learn how to Measure What Matters.

Today, even the smallest business can track and measure relationships with customers, with the media, and even with employees and sales forces. Measure What Matters delivers the know-how to find those tools and use them to increase your revenues.

The right data tells you whether you're getting your share of ink. It tells you how you stack up against your competition in search ranking, sales, share of conversations, and share of wallet. Good data measures what your marketplace is saying,thinking, and doing. It reveals which of your methods work and which ones don't.

In Measure What Matters, you'll get step-by-step guidance to:Build a list of the top 100 influencers in your marketplaceUse data to get closer to your customers and determine which outlets matter to them mostMeasure the impact of events, sponsorships, and speaking engagementsMeasure your relationships with your local community, members, donors, employees, salespeople, and distributors

Reduce the impact of crises

Don't rely on hunches or your gut. Good data will save you time and boost your credibility. You'll have the leverage you need to set priorities, allocate resources, and improve business practices. Now is the time to figure out why your sales rise and fall—and what you need to do to make them rise faster.

Table of Contents

  1. Copyright
  2. Foreword
  3. Preface
  4. 1. Not Your Father's Ruler
    1. 1. You Can Now Measure Everything, but You Won't Survive Without the Metrics that Matter to Your Business
      1. 1.1. Social Media Isn't about Media, It's about the Community in which You Do Business
      2. 1.2. Measurement Is So Much More than Counting
      3. 1.3. What Really Matters to Your Business?
      4. 1.4. Why Measure at All?
        1. 1.4.1. Data-Driven Decision Making Saves Time and Money
        2. 1.4.2. It Helps Allocate Budget and Staff
        3. 1.4.3. Gain a Better Understanding of the Competition
        4. 1.4.4. Strategic Planning
        5. 1.4.5. Measurement Gets Everyone to Agree on a Desired Outcome
        6. 1.4.6. Measurement Reveals Strengths and Weaknesses
        7. 1.4.7. Measurement Gives You Reasons to Say "No"
      5. 1.5. Dispelling the Myths of Measurement
        1. 1.5.1. Myth #1: Measurement = Punishment
        2. 1.5.2. Myth #2: Measurement Will Only Create More Work for Me
        3. 1.5.3. Myth #3: Measurement Is Expensive
        4. 1.5.4. Myth #4: You Can't Measure the ROI, so Why Bother?
        5. 1.5.5. Myth #5: Measurement Is Strictly Quantitative
        6. 1.5.6. Myth #6: Measurement Is Something You Do When a Program Is Over
        7. 1.5.7. Myth #7: "I Know What's Happening: I Don't Need Research"
      6. 1.6. Measurement, the Great Opportunity: Where Are Most Companies in Terms of Measurement and Where Could They Be?
    2. 2. How to Get Started
      1. 2.1. 10 Questions Every Communications Professional Must Be Able to Answer
        1. 2.1.1. Question #1: What Are Your Objectives?
        2. 2.1.2. Question #2: Who Are Your Program's Target Audience(s)?
        3. 2.1.3. Question #3: What Is Important to Your Audiences?
        4. 2.1.4. Question #4: What Motivates Them to Buy Your Products?
        5. 2.1.5. Question #5: What Are Your Key Messages?
        6. 2.1.6. Question #6: Who Influences Your Audience(s)?
        7. 2.1.7. Question #7: How Do You Distribute Your Product or Service?
        8. 2.1.8. Question #8: What Are You Going to Do with the Information You Get from Your Research?
        9. 2.1.9. Question #9: What Other Departments or Areas Will Be Affected?
        10. 2.1.10. Question #10: What Other Measurement Programs Are Currently Underway?
      2. 2.2. How to Decide What to Measure: Success—Are We There Yet?
      3. 2.3. Making the Budget Argument
      4. 2.4. How to Ensure Accurate Data
        1. 2.4.1. Bad Data Reason #1: Incomplete Assessment of Variables
        2. 2.4.2. Bad Data Reason #2: Relevancy of Content
        3. 2.4.3. Bad Data Reason #3: Commercial Services Omit Results
        4. 2.4.4. Bad Data Reason #4: The (In)accuracy of Content Analysis
      5. 2.5. A Simple Checklist to Ensure Accurate Results
    3. 3. Seven Steps to the Perfect Measurement Program: How to Prove Your Results and Use Your Results to Improve
      1. 3.1. Step 1: Define Your Goals and Objectives: Why Are You Launching This Plan or Pursuing This Strategy? What Is the "R" in the ROI That You Are Seeking to Measure?
      2. 3.2. Step 2: Define Your Environment, Your Audiences, and Your Role in Influencing Them
      3. 3.3. Step 3: Define Your Investment: What Will It Cost? What Is the "I" in ROI?
      4. 3.4. Step 4: Determine Your Benchmarks
      5. 3.5. Step 5: Define Your Key Performance Indicators: What Are the Metrics You Will Report With?
      6. 3.6. Step 6: Select the Right Measurement Tool and Vendors and Collect Data
      7. 3.7. Step 7: Turn Data into Action: Analyze Data, Draw Actionable Conclusions, and Make Recommendations
        1. 3.7.1. Five Ways to Measure ROI
        2. 3.7.2. How to Leverage Your Measurement Results to Get What You Want
    4. 4. Yes, You Can Afford to Measure: Choosing the Right Measurement Tool for the Job
      1. 4.1. How to Decide What Tool Is Right for You: The Right Tool Depends on the Job
      2. 4.2. Tools to Determine What Your Marketplace Is Saying: Media Content Analysis
        1. 4.2.1. Type of Media
        2. 4.2.2. Visibility: Prominence + Dominance
        3. 4.2.3. Tone
        4. 4.2.4. Messages Communicated
        5. 4.2.5. Sources Mentioned
        6. 4.2.6. Conversation Type
      3. 4.3. Tools to Determine What Your Marketplace Is Thinking: Opinion Research and Surveys
        1. 4.3.1. Measuring Awareness
        2. 4.3.2. Measuring Preference
        3. 4.3.3. Measuring Relationships
        4. 4.3.4. Measuring Engagement
      4. 4.4. Tools to Determine What Your Marketplace Is Doing: Web Analytics and Behavioral Metrics
      5. 4.5. What's It Really Going to Cost?
        1. 4.5.1. Controlling the Cost of Surveys
        2. 4.5.2. Controlling the Cost of Media Content Analysis
        3. 4.5.3. Random Sample Your Content
        4. 4.5.4. If You Have No Budget at All
      6. 4.6. Qualitative versus Quantitative Research
        1. 4.6.1. Focus Groups Provide Insight
        2. 4.6.2. Surveys Provide Facts
  5. 2. How to Measure What People Are Saying about You Online and Off
    1. 5. How to Measure Marketing, Public Relations, and Advertising in a Social Media World
      1. 5.1. The Three-Part Social Media Revolution
        1. 5.1.1. Thought Shift #1: Redefine "Now"
        2. 5.1.2. Thought Shift #2: Redefine PR, Advertising, Marketing, and Corporate Communications
        3. 5.1.3. Thought Shift #3: Change How We Quantify Success
      2. 5.2. The New Rules for PR and Social Media
        1. 5.2.1. New Rule #1: You're Not in Control—and Never Have Been
        2. 5.2.2. New Rule #2: There Is No Market for Your Message
        3. 5.2.3. New Rule #3: It's about Reaching the Right Eyeballs, Not All the Eyeballs
        4. 5.2.4. New Rule #4: It's Worse to Not Be Talked about at All
      3. 5.3. Building the Perfect Online Measurement Program
      4. 5.4. The Two Worlds of Social Media
        1. 5.4.1. Measuring What You Can Control: Web Metrics and Engagement
          1. Level 1 Engagement: Lurking
          2. Level 2 Engagement: Casual
          3. Level 3 Engagement: Active
          4. Level 4 Engagement: Committed
          5. Level 5 Engagement: Loyalist
        2. 5.4.2. Measuring What You Can't Control
          1. Step 1: Define the Goal
          2. Step 2: Identify Your Publics and Determine How Your Social Media Efforts Affect Them
          3. Step 3: Define Your Benchmarks
          4. Step 4: Determine the Specific KPIs by Which You Will Define Success
            1. If Your Measure of Success Is Sales
            2. If Your Measure of Success Is Brand Engagement
            3. If Your Measure of Success Is Improved Relationships
          5. Step 5: Select a Tool
            1. Web Analytics and Statistical Analysis: The Tools to Measure Financial Outcomes
            2. Surveys: The Tool to Measure Reputation and Relationships
            3. Content Analysis: The Tool to Measure the Conversation
            4. How to Conduct a Social Media Content Analysis, an Eight-Part Process
          6. Step 6: Collect Data, Analyze Results, Make Recommendations, and Measure Again
      5. 5.5. A Final Word on ROI and Comparing Social Media to Other Tactics
        1. 5.5.1. What's Wrong with Advertising Value Equivalency?
    2. 6. How to Use Numbers to Get Closer to Your Customers
      1. 6.1. Listening, Learning, and Responding to the Marketplace
        1. 6.1.1. Set Up and Refine Your Search Strings
        2. 6.1.2. Review and Track the Results
        3. 6.1.3. Verify Which Outlets Matter
        4. 6.1.4. Determine What the Market Thinks of You and Your Competition: What Are Your Market Hot Buttons?
        5. 6.1.5. Determine How You Are Positioned in the Marketplace versus the Competition, and Use That Knowledge to Gain Advantage
      2. 6.2. Listening, Learning, and Responding to Your Customers
        1. 6.2.1. Turning Feelings into Numbers and Metrics
    3. 7. Measuring the Impact of Events, Sponsorships, and Speaking Engagements
      1. 7.1. Why Events and Sponsorships?
      2. 7.2. Use Data to Support Your Event Decisions
        1. 7.2.1. Social Media Has Redefined the Concept of Events
        2. 7.2.2. Events and the Relationships behind Brand Engagement: How Are People Involved with Your Brand?
      3. 7.3. Seven Steps to Measure Sponsorships and Events
        1. 7.3.1. Step 1: Define Your Objectives
          1. Sell Products
          2. Launch New Products
          3. Drive Affinity between Customers and the Brand
          4. Reach New Markets and Customers
        2. 7.3.2. Step 2: Determine Your Measurable Criteria of Success
        3. 7.3.3. Step 3: Decide Upon Your Benchmarks
        4. 7.3.4. Step 4: Select a Measurement Tool
        5. 7.3.5. Step 5: Define Your Specific Metrics
        6. 7.3.6. Step 6: Choose a Measurement Tool
          1. Counting Tools
          2. Survey Tools
          3. Sales Tracking Tools
          4. Web Analytic Tools
          5. Content Analysis Tools
        7. 7.3.7. Step 7: Analyze Your Results and Use Them to Make Your Events More Effective
      4. 7.4. How to Calculate ROI for a Booth at an Event: Was It Worth the Time and Resources?
    4. 8. How to Measure Influencers and Thought Leadership
      1. 8.1. New Influencers, New Thought Leaders, New Relationships
        1. 8.1.1. How to Build a Custom List of the Top 100 Influencers in Your Marketplace
          1. Step 1: Search for Blogs That Mention You or Your Marketplace Most Frequently
          2. Step 2: Verify That the Blogs and Bloggers Are Actually Important
      2. 8.2. How to Measure Your Relationships with Your Influencers
        1. 8.2.1. Step 1: Define Your Goals
        2. 8.2.2. Step 2: Define Your Audience
        3. 8.2.3. Step 3: Define Your Benchmark
        4. 8.2.4. Step 4: Define Your Key Performance Indicators
        5. 8.2.5. Step 5: Select Your Measurement Tool
    5. 9. Measuring Relationships with Your Local Community
      1. 9.1. Who Are Your Neighbors and Why Are They Important?
      2. 9.2. How Do Good or Bad Relationships Influence Your Organization?
      3. 9.3. Who and What Is Most Important to Measure?
      4. 9.4. Seven Steps to Measuring Relationships with Your Communities and Neighbors
        1. 9.4.1. Step 1: Agree upon Solid Measurable Goals That Are Tied to the Bottom Line
        2. 9.4.2. Step 2: Define Your Publics
        3. 9.4.3. Step 3: Who or What Are Your Benchmarks?
        4. 9.4.4. Step 4: Set Your Audience Priorities: Who and What Is Most Important to Measure?
        5. 9.4.5. Step 5: Choose Your Measurement Tools
          1. Relationship Surveys
          2. Local Media Analysis Is Critical
        6. 9.4.6. Step 6: Analyze the Data
          1. When It Comes Up for a Vote, It's Too Late to Change Anything
          2. Fishing in the Talent Pool?
          3. Nonprofit Measures
          4. Government Can Plan—and Poll—Ahead
          5. Campus Opportunities
    6. 10. Measuring What Your Employees Think
      1. 10.1. If Employees Are So Connected, Why Is It So Hard to Communicate with Them?
      2. 10.2. Seven Steps to Measuring What Employees Think, Say, and Do as a Result of Your Internal Communications
        1. 10.2.1. Step 1: Understand the Environment and Where They Really Get Information
          1. How Are Messages Getting through to Employees, and What Are They?
          2. What Channels or Vehicles Do Employees Trust?
          3. What's Important to Them?
          4. What Do They Think about the Organization Today?
        2. 10.2.2. Step 2: Agree on Clear, Measurable Goals
        3. 10.2.3. Step 3: Select a Benchmark to Compare To
        4. 10.2.4. Step 4 : Define the Criteria of Success
        5. 10.2.5. Step 5: Select Your Measurement Tools and Collect Data
          1. Message Analysis Tools
          2. Outcome Measurement Tools
          3. Use Surveys to Determine What Employees Think
        6. 10.2.6. Step 6 : Analyze and Take Action
        7. 10.2.7. Make Changes to Improve Employee Relationships
    7. 11. Threats to Your Reputation: How to Measure Crises
      1. 11.1. Measuring What Is Being Said about You
      2. 11.2. Measuring What People Believe about You
      3. 11.3. Trust Is the Key to Building and Defending Your Reputation
        1. 11.3.1.
          1. What Is Trust?
          2. BS Is More Damaging than Lies
      4. 11.4. Measuring What People Do: Long-Term Effects and Follow-Up Research
      5. 11.5. Seven Steps to Measure Crises and Trust
        1. 11.5.1. Step 1: Define a Specific Desired Outcome from the Crisis
        2. 11.5.2. Step 2: Define Your Audiences and What You Want Your Relationships to Be with Each One
        3. 11.5.3. Step 3: Define Your Benchmark
        4. 11.5.4. Step 4: Define Your Measurement Criteria
          1. Typical Performance Indicators
        5. 11.5.5. Step 5: Select a Measurement Tool
        6. 11.5.6. Step 6: Analyze Results, Glean Insight, and Make Actionable Recommendations
        7. 11.5.7. Step 7: Make Changes and Measure Again
    8. 12. Measuring Relationships with Salespeople, Channel Partners, and Franchisees
      1. 12.1. Millions Spent on Sales Communications, but Does Any of It Work?
      2. 12.2. The Problem: Mixed Messages, Mixed Objectives
      3. 12.3. The Solution: Consistent Messages
      4. 12.4. Other Measures of Success
      5. 12.5. Measuring What Matters to Sales
    9. 13. Measurement for Nonprofits
      1. 13.1. Not Measuring Is Not an Option
      2. 13.2. Measuring Relationships with Your Membership
        1. 13.2.1. Step 1: Use Your Mission to Define Your Objectives
        2. 13.2.2. Step 2: Identify and Prioritize Your Audiences
        3. 13.2.3. Step 3: Establish a Benchmark
        4. 13.2.4. Step 4: Pick Your Metrics
        5. 13.2.5. Step 5: Pick a Measurement Tool
          1. Use Content Analysis to Measure Activity, Sentiment, and Messaging
          2. Use Surveys to Measure What People Think about You
          3. Measuring Behavioral Change
          4. Measuring Results During a Crisis
        6. 13.2.6. Step 6: Analyze Results and Make Changes
    10. 14. Measure What Matters in Higher Education: How to Get an A in Measurement
      1. 14.1. University Flunks Measurement: Millions in Funding Lost and President Resigns
      2. 14.2. Key Considerations: Multiple Audiences = Multiple Goals = Multiple Metrics
      3. 14.3. Five Steps for Getting an A in Measurement
        1. 14.3.1. Step 1: Identify and Prioritize Your Audiences
        2. 14.3.2. Step 2: Define Your Objectives and Get Everyone on the Same Page
        3. 14.3.3. Step 3: Establish a Benchmark
        4. 14.3.4. Step 4: Pick a Measurement Tool and Collect Data
          1. Measure What the Media Is Saying about You
          2. Measure Social Media in the Academic Environment
          3. Measure What People Think
        5. 14.3.5. Measure Behavior
        6. 14.3.6. Step 5: Analyze the Data, Glean Insight, Make Changes, and Measure Again
    11. Epilogue Whither Measurement?
    12. 1. The Grunig Relationship Survey
      1. 1.1. Trust
      2. 1.2. Control Mutuality
      3. 1.3. Commitment
      4. 1.4. Satisfaction
      5. 1.5. Communal Relationships
      6. 1.6. Exchange Relationships
    13. 2. Measurement Resources
      1. 2.1. Books on Public Relations and Public Relations Research
      2. 2.2. Books on Media Content Analysis
      3. 2.3. References for Trust Research and Measurement
      4. 2.4. Websites
    14. Glossary
    15. References