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

Cover image for Measure What Matters [electronic resource] : Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships

ISBN:

9781118016305

Title:

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

Author:

Delahaye Paine, Katie.

Personal Author:

Delahaye Paine, Katie.

Publication Information:

Hoboken : John Wiley & Sons, 2011.

Physical Description:

1 online resource (274 p.)

General Note:

Description based upon print version of record.

Contents:

MEASURE WHAT MATTERS : Online Tools For UnderstandingCustomers, Social Media, Engagement,and Key Relationships; Contents; Foreword; Preface; Part 1 Not Your Father's Ruler; Chapter 1 You Can Now Measure Everything, but You Won't Survive Without the Metrics that Matter to Your Business; Social Media Isn't about Media, It's about the Community in which You Do Business; Measurement Is So Much More than Counting; What Really Matters to Your Business?; Why Measure at All?; Data-Driven Decision Making Saves Time and Money; It Helps Allocate Budget and Staff

Gain a Better Understanding of the CompetitionStrategic Planning; Measurement Gets Everyone to Agree on a Desired Outcome; Measurement Reveals Strengths and Weaknesses; Measurement Gives You Reasons to Say "No"; Dispelling the Myths of Measurement; Myth #1: Measurement = Punishment; Myth #2: Measurement Will Only Create More Work for Me; Myth #3: Measurement Is Expensive; Myth #4: You Can't Measure the ROI, so Why Bother?; Myth #5: Measurement Is Strictly Quantitative; Myth #6: Measurement Is Something You Do When a Program Is Over; Myth #7: "I Know What's Happening: I Don't Need Research"

Measurement, the Great Opportunity: Where Are Most Companies in Terms of Measurement and Where Could They Be?Chapter 2 How to Get Started; 10 Questions Every Communications Professional Must Be Able to Answer; Question #1: What Are Your Objectives?; Question #2: Who Are Your Program's Target Audience(s)?; Question #3: What Is Important to Your Audiences?; Question #4: What Motivates Them to Buy Your Products?; Question #5: What Are Your Key Messages?; Question #6: Who Influences Your Audience(s)?; Question #7: How Do You Distribute Your Product or Service?

Question #8: What Are You Going to Do with the Information You Get from Your Research?Question #9: What Other Departments or Areas Will Be Affected?; Question #10: What Other Measurement Programs Are Currently Underway?; How to Decide What to Measure: Success-Are We There Yet?; Making the Budget Argument; How to Ensure Accurate Data; Bad Data Reason #1: Incomplete Assessment of Variables; Bad Data Reason #2: Relevancy of Content; Bad Data Reason #3: Commercial Services Omit Results; Bad Data Reason #4: The (In)accuracy of Content Analysis; A Simple Checklist to Ensure Accurate Results

Chapter 3 Seven Steps to the Perfect Measurement Program: How to Prove Your Results and Use Your Results to ImproveStep 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?; Step 2: Define Your Environment, Your Audiences, and Your Role in Influencing Them; Step 3: Define Your Investment: What Will It Cost? What Is the "I" in ROI?; Step 4: Determine Your Benchmarks; Step 5: Define Your Key Performance Indicators: What Are the Metrics You Will Report With?

Step 6: Select the Right Measurement Tool and Vendors and Collect Data

Subject Term:

Customer services --Research.

Measurement.

Social media --Research.

Format:

Electronic Resources

Electronic Access:

Click here to view book

Publication Date:

2011

Publication Information:

Hoboken : John Wiley & Sons, 2011.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
659.202854678	1:E-BOOK	1	1:ON-DEMAND	Searching... Unknown

Bound With These Titles

On Order

Summary

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.

Author Notes

KATIE DELAHAYE PAINE is the publisher of KDPaine's Measurement Blog and The Measurement Standard , the first blog and newsletter for marketing professionals dedicated entirely to measurement and accountability. For the past two decades, she has been a measurement consultant to some of the world's most admired companies, including SAS, Raytheon, and Cisco.