Presented by: You Are Your Biggest Barrier Why Cross-Channel Measurement Should Be the Standard and Not the Exception Albert Chou

2 Enterprise software change mgmt Low risk Day trader (BABA) Avid surfer Go Gators Who we are Digital marketing consultant NY Times best-selling author Blogger, podcaster, speaker MarketingPodcasts.com Certified BBQ judge

The Challenge

4 More channels, more problems

5 I need ONE number

6 Which one?

When you start with “but,” you start the confusion.

“But I have a different strategy!” “But Twitter is different from Facebook!” “But the audiences are different!” “But we did a special campaign!” “But my brand has more fans than that!”

Get a grip! You can only compare like things.

10 Case Example: Supply Chain at Yamaha

11 Yamaha = Diverse Products Look at these products! How can they measure production efficiency?

12 Cost of Production Revenue per Hour of Labor Cost of Goods Sold Profit Margin Operating Margin Capacity to Manufacture Profit & Loss Common Market Size Competitor Share Turn time Sales Sales by unique SKU Unique (By Product, By Vertical) How it’s Done: Focus on the Common

13 Overall Manager Common Specialist Unique (By Product, By Vertical) Who needs which metric type?

Please compare this to social media examples

15 Likes, favorites, +1 Shares, retweets, reblogs, repins Reach and impressions Cost of reach and impressions Cost to support Outcomes of channels Click-through purchases Profit & Loss Common Unique metrics (consumptions) People by demographic People by location Mentions by platform Unique (By Platform) Joined Metrics = Commonality

16 Likes Comments Shares Wall Posts Replies Private Message Favorite Retweet Replies Mentions Direct Message Comment Like Mentions Views Like Comment Shares Measuring apples to oranges

17 Likes Comments Shares Wall Posts Replies Private Message Favorite Retweet Replies Direct Message Comment Like Mentions Views Like Comment Shares Start: Identify Common Outcomes

18 One standard for all channels Glossaries standardize how to talk about outcomes Formulas educate the group about expectations Common language allows for applicable learning

19 Example: Shopify

Outputs have costs. Costs = Inputs. What is your input per output?

21 Supporting Social Carries Costs

22 Key Factors for Costs (Wages)(% time on social) + Agency Fees + Media Spend + Miscellaneous Creative Fees 365 = Average Daily Costs

23 How can you do more while controlling costs? Average Daily Cost = $1,000 FB Posts Per Week = 5 Tweets Per Week = 20 + Can you afford the lift in cost to support a new channel Will the costs net you a greater output Will you sacrifice from other channels Will your outputs per dollar of cost improve

24 Are we engaging or selling? Highest area of traffic comes from Facebook FB costs < Total Sales = Very Nice

Trending > Reporting

26 You don’t need a data scientist.

27 You need a trend: Better or worse than before?

Executives: Multi-Brand Scorecards

29

Community Manager: Multi-Channel Brand Scorecard

31 Community managers prefer landscapes

Most Common Need: High-Performing, Quality Content Per Dollar Spent

33 This is bad: Inputs Outputs

34 This is good: Costs Outputs

35 This is really bad: Inputs Outputs

36 This is really good: Inputs Outputs

1. A single source of measurement 2. Find common grounds and standardize 3. Support brand uniqueness 4. Share knowledge to change the trend 5. Enforce Cost/Input standards How to Get There: