Social Media Metrics: Skinny Version

In our efforts to measrue everything, some marketers beleive social media metrtics evasive enought to not even try to measure the results. 

And yet, our guest, Keith Quesenberry says that metrics are simply standards of measurement by which efficiency, performance, or progress can be assessed. And yes he believes that in social media it can get complicated quickly with amount of data and options of what can be collected and where.

In this podcast, we cover the basics of collecting social media data, tracking social media metrics and identifying KPIs (key performance indicators). We will also consider how to link social media actions to business goals and marketing objectives for social measurement and optimization. This episode's host is Cyndi Greenglass.

Some of the talking points will include:

1. Is there a simple way to link social media metrics to business and/or marketing objectives?
2. What else should we as marketers be thinking about when it comes to social metrics?
3. What is the biggest mistake marketers still make with social media metrics?

About Keith Quesenberry

Author "Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution.

As a Marketing Professor he brought 17 years marketing and advertising experience working on marketing campaigns for large International Fortune 500 companies to entrepreneurial startups.

At Messiah College, Johns Hopkins, West Virginia and Temple Universities he has taught, lead and developed multiple marketing, digital marketing, social media, IMC and advertising courses. Keith pulls from his professional experience, the latest theory and research and use interactive methods to inspire and help prepare future leaders in today's fast paced innovation driven business environment.

Quesenberry is also active in academic research with published journal articles, workshops and presentations at academic conferences AAA and AEJMC and professional conferences PRSSA and IMC INTEGRATE.  He has published research in Advertising Age Research Reports, International Journal of Integrated Marketing Communication, Journal of Marketing Theory and Practice and Journal of Current Issues & Research in Advertising.

Keith also appeared on/quoted in MSNBC TV http://on.msnbc.com/1uwfUEH, NPR radio, Harvard Business Review, New York Times, The New Yorker, International Business Times, Forbes, MS Money, MSN, Fox News, Fox Business, Variety, Entrepreneur Magazine, Baltimore Sun, Yahoo News, and international AFP stories.

Contributing author Harvard Business Review, Time, Entrepreneur.com, SocialMediaExaminer.com and MarketingProfs.com

Hootsuite Pro and HubSpot Inbound Certifications and a HootSuite and HubSpot education partner.

More on Social Media you may also like:

Why Every Business Needs a Social Media Policy Before You Get Fined by the FTC!

Emerging Social Media Trends Because of Data - Emerick & Greenglass

Does Awareness, Engagement & Loyalty Matter vs. the Math?

Data-driven communication is the buzz word in marketing as we are being held accountable for our efforts and budgets. Math metrics, measurement, and milestones are the vocabulary of today, but does that mean awareness, engagement and loyalty no longer matter?

Why it Matters:

In our focus on big data and data science, have we dehumanized marketing?

This episode talks with Susan Emerick, a long standing social media advocate to understand how being a data-driven marketer improves and enhances your social presence and infuses the soul of marketing.  

Data-driven communication is the buzz word in marketing as we are being held accountable for our efforts and our budgets. Today we talk with Susan Emerick, a long standing social media advocate to understand how being a data-driven marketer improves and enhances your social presence and infuses the soul of marketing.  

To the point in 3 Minutes

Does awareness, engagement and loyalty no longer matter? Emerick & Greenglass

OUR GUEST – SUSAN EMERICK

Susan is the Principal and founder of Brands Rising, where she works with Fortune 100 companies, providing expertise in strategy, engagement and measurement methods. A passionate data-driven marketing change agent, Susan Emerick has navigated the evolution of internet marketing since its inception.

An early pioneer in digital and social networking for business, she was instrumental in creating IBM’s social insights practice to continuously apply social listening insights to marketing planning and engagement strategies. As a result, IBM was awarded the 2010 SAMMY (Social Advertising, Media and Marketing) for Best Socialized Business.

Susan has served on several advisory boards and she is the author and co-author of several books including “The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media” - a must read for anyone striving to build brand advocacy.

Susan is also part of the exemplary WVU faculty as an online adjunct instructor in their Masters of Science DMC program.

YOUR HOST CYNDI GREENGLASS

Cyndi W. Greenglass is a founding partner and Senior Vice President Strategic Solutions at Diamond Communication Solutions, a data driven communications firm specializing in Healthcare, Financial Services and direct response solutions. Cyndi is delighted to be part of the WVU faculty as an online adjunct instructor in their Masters of Science DMC program.

_______________________________________________________

ABOUT WVU Marketing Communications Today Radio

WVU Marketing Communications Today, a syndicated show that is at the intersection of data-driven decision making and marketing practice. Each week we will highlight an emerging or current trend impacting marketers today. Hosted by Cyndi Greenglass, our inaugural faculty member in the Masters of Science DMC Program, we will hear from leading professionals who blend the academics and practice of data-driven marketing today.

Integrated and Data-Driven Marketing at Integrate WV 2018

WVU Marketing Communications hosts Cyndi Greenglass and Mathew Cummings will interview faculty at the INTEGRATEconference offered by the WVU Reed College of Media. INTEGRATE has  hundreds of current and emerging thought leaders attending each year to share the latest trends and best practices shaping the IMC world.

INTEGRATE focuses on the latest trends shaping our fast-evolving industry. Speakers cover emerging subjects like data-driven marketing decision-making, how virtual reality changes the ways we can engage target audiences, or diversity and inclusion in the IMC world, as well as industry-shifting campaigns that change how consumers feel about the brands they prefer and content marketing strategies that can be applied to both large brands, as well as entrepreneurial start-ups.

Why Every Business Needs a Social Media Policy Before You Get Fined by the FTC!

Well before the current frenzy over “tweets gone wild,” Joe Barnes walked into businesses, for profits and non-profits, and would ask: “What’s your social media policy?” The usual response was: We don’t have one, or “Go talk to marketing about that.” In his travels he realized that nearly every business and organization he walked into, no matter what size, did not have a written social media policy, nor did they clearly understand or even know what the Federal Trade Commission requires in the way of disclosure. That’s why he wrote his book: “Social Media Ethics Made Easy: How to Comply with FTC Disclosure Requirements.” The book is available from Business Expert Press or on Amazon. Our host today is Matthew Cummings.

About our guest: Joe Barnes

Joe is a full-time faculty lecturer in marketing, business communications, and social/digital/mobile marketing at the Albers School of Business & Economics at Seattle University. He also consults for businesses and nonprofits nationwide with the business DIGITAL3000.NET, and he has had a long-term relationship with the West Virginia University Integrated Marketing Communications program, starting as an adjunct several years ago, and doing presentations at past INTEGRATE conferences. In 2014, Joe was one of two instructors voted by students to receive the prestigious Alexia Vanides Online Teaching Award. His background includes over 20 years of senior level journalism leadership experience as well as having
consulted over 75 businesses and nonprofits nationwide in marketing and strategic communications. He has been quoted in two books and is the author of a new book: “Social media Ethics Made Easy: How to Comply with FTC Disclosure Requirements.” Under his leadership in journalism KOMO-TV in Seattle received the coveted Edward R. Murrow award for outstanding journalism.

Topics and Trends in Direct and Digital Marketing

Today we will discuss the continued move toward the integration of direct and digital marketing and the balance of online and offline media focused on the consumer.  We'll talk about trends in database marketing, and how a creative person can uniquely contribute to the use of insights from the database I also want to touch on the current climate regarding consumer privacy concerns. Host is Cyndi Greenglass.

Talking points include:

1. Many in our industry feel that Direct Marketing is no longer an effective description for the practice of addressable and measurable communications. In fact, I believe that you are an advocate of using “Direct and Digital Marketing”.  Tell me how this had developed and why you feel that this is a better way to describe the industry today.
2. So, with digital marketing coming on so strong, should we start planning the funerals and eulogies for traditional media like print, catalogs and TV are on their way out?
3. Do you believe in the reality of “Omni channel” or is it still a future aspiration for us marketers?
4. How do your creative skills help you to use information from databases?
5. Much of database marketing sounds pretty complex and possibly quite expensive.  Can small and medium-sized companies afford to develop and use helpful databases, or is that just for the bigger firms?
6. There is much concern in today’s world about personal privacy.  In Europe, the new GDPR mandates went into effect a few weeks ago.  Do you see more privacy legislation and regulation coming up in the US as well?
7. Content Marketing is another hot topic in the direct and digital world these days. With so many firms developing content marketing programs, how can a marketer make sure that their information stands out?

About our guest, Susan Jones:

Susan Jones is a tenured, full professor of marketing at Ferris State University in Big Rapids, Michigan, and the principal of Susan K. Jones & Associates. Jones teaches direct marketing, digital marketing, advertising and business-to-business classes at Ferris State. Her practice focuses on corporate training and seminars in direct and interactive marketing, as well as marketing planning, product development and copy writing. Susan has a literal worldwide following with students in United States, as well as South and Central America, Australia, Canada, Mexico and Europe.

Susan has authored or co-authored more than 25 books, has been honored by the Direct Marketing Educational Foundation, the Chicago Association of Direct Marketing, the West Michigan American Marketing Association, the John Caples International Awards, Ferris State University and Northwestern University with prestigious awards both as an educator and as a practitioner.

Susan is also a fellow Adjunct Instructor at WVU in the Master of Science in Integrated Marketing Communications and has been selected by students of the University for the prestigious Educator of the Year award.

Has customer empowerment killed CRM?

Why it Matters:

"We now live in a world where companies and brands no longer have control of marketing, advertising, or the conversation with their customers."

In a very short period of time, the balance of power has shifted dramatically away from push communication strategy, and morphed into a collaborative engagement strategy between consumers, brands, and channel partners. So, in this new world, is there still a place for CRM (Customer Relationship Management) or the Experience Economy? Are these concepts outdated and need to be thrown out? If so, what has replaced them for marketers who practice and depend on loyalty and relationship management?n our fast paced ½ hour together we will hear from Michael Lynch. With a career as diverse as loyalty itself, Lynch comes from years in both the gaming and hospitality industries. Read the rest of this entry »

The Value of a Programmatic Media Approach

Why you should listen to Haviland!

"Tzeital Haviland dives deep into the workings of programmatic media, walking us through its evolution and what marketers should consider when developing a programmatic media strategy."

Programmatic media leverages data and technology to allow advertisers to identify the exact person they are interested in reaching and serves that user a specific ad as they visit various websites. Tzeital Haviland dives deeper into the workings of programmatic media, walking us through its evolution and what marketers should consider when developing a programmatic media strategy. Hosted by Matthew Cummings, topics include:

• Programmatic media buying evolution
• How marketers can strategize and implement programmatic media
• The importance of transparency
• How data usage fits in our eco system

Simplifying Social Media Metrics

Metrics are simply standards of measurement by which efficiency, performance, or progress can be assessed. Yet in social media it can get complicated quickly with amount of data and options of what can be collected and where. In this podcast, we will cover the basics of collecting social media data, tracking social media metrics and identifying KPIs (key performance indicators). We will also consider how to link social media actions to business goals and marketing objectives for social measurement and optimization. This episode's host is Cyndi Greenglass.

Some of the talking points will include:

1. Is there a simple way to link social media metrics to business and/or marketing objectives?
2. What else should we as marketers be thinking about when it comes to social metrics?
3. What is the biggest mistake marketers still make with social media metrics?

Getting the Full Benefit out of Your Customer Research Data

Customer experience has become an intrinsic element of every product and service. Data gathered from user research can inform the design process and provide insight to help teams evaluate the quality of the customer experience once the product goes live.

Read the rest of this entry »

Data at the Crossroads of Congress and Ethics

There’s a classic divide between Washington, D.C., and Silicon Valley. Tech companies speak a different language and are moving at light-speed. Rachel Post, a former business journalist in Silicon Valley and former VP of Branded Content at Guardian Labs US, explores the boundaries and intersections of data and ethics.

Read the rest of this entry »