davidalston
says
join us now - "Plurkshop" on social media monitoring/metrics - everyone welcome.
davidalston
says
this is the plurk page - www.plurk.com/p/18etd
note: if you're on the plurk page above, you'll have to refresh manually.
Hi David
hello!
pchaney
says
Hi David
You can also use the plurkify room (more like a chat room) here: rooms.plurkify.com/18etd Login with your PlurkID and pwd (it's safe)
ThoughtWrong
says
hello hello
Hi 
First time here.
First time here.
oh, this is a genius idea
doesn't seem to work in FF3
Hi everyone
karllong
is
hi 
I'm logged in, but can't seem to post
tipzu
says
hey! I'm ready.
🏳️🌈Teeg 🏳️⚧️
says
martin, I'm seeing your posts.
giggey
says
hi all, tried plurkify but I can't seem to post.
ThoughtWrong
says
cant post at plurkify
davidalston
says
hi all, the room seems to be blocking my posts as well. Will do this from the plurk page instead (yay, refresh)
I also can't post on Plurkify
Here is the link to the plurk page: www.plurk.com/p/18etd
davidalston
says
to tdefren - no worries
MackCollier
says
hi guys, and thanks for hosting David!
There was a change in the API today ...
If you load the Plurk page, you will have to manually refresh. If you follow it in your timeline, it should auto-refresh.
davidalston
says
let's do this on the plurk page and abandon plurkify room as it's having troubles.
pchaney
is
wondering how he's going to monitor this and Chris Brogan's webinar. 
love technology sometimes. 
Debra Simpson
says
hello
Bakla
says
hello
davidalston
says
sorry pchaney - bad timing - we didn't know about the conflict in advance.
hello
davidalston
says
well let's kick this off.
danalookadoo
is
also watching CrossTech Webinar on 2nd monitor
bhamlibby
says
hello
wondering how I'm going to manage the plurkshop & webinar, too!
BarbaraKB
wishes
davidalston well. You know I'm a Radian6 fan.
davidalston
asks
what are the reasons to measure social media?
MackCollier
says
danalookadoo is showing off
pchaney
says
a pox upon Chris Brogan! 
Everyone wants that special word: ROI
davidalston
loves
barbaraKB 's compliment
i spend X and I get Y.
ROI is the magic word people are looking for and it is much harder to quantify/qualify with social media.
davidalston
shares
something great I read - do you want to measure the "social" or the "media"
contrapuntist
says
the magic word: ROI
pchaney
says
Measurement is not only about $, but about lending credibility to social media as a marketnig tool.
potsie
says
the reasons are similar to why we measure traditional media - clients want to know "how they did"
Excellent distinction.
pierrefar
says
surely it's both - the "channel" if you will?
MackCollier
says
great point David
good point potsie
MackCollier
says
I think the biggest source of confusion is that cos see Social Media as being marketing, and want 2 apply same metrics
When we treat it like a "media" do we lean towards the ROI measurements?
Chad Spacey
has
very nice 
giggey
says
someone told me once that instead of thinking of return on investment, think about return on initiative to get the complete picture
trouble is coming from the "search" background, so many clients are thinking it's about links and measuring that.. when that's not it's goal
I agree with pchaney, as well. A history needs to be created to convince clients.
Marketing metrics - are they more one way metrics?
I think you have to measure SM more like you to BizDev, where not every interaction is going to have a tangible vlue
pchaney
says
in order for it to gain wide acceptance social media will have to prove its value in terms of ROI
MackCollier
says
the prob is cos want to immediately know what they will get back, but it takes time to get quantifiable results
MackCollier
says
like it took Dell 2 years to see blog mentions fall so dramatically that they could tell their SM efforts were working
BarbaraKB
has
found *vital* to determine measurement standards from start. Not always easy to establish. Try to keep simple.
and how do you mollify a CMO that wants impact right now?
social media = relationships = time to develop ?
so to a degree, the measurement, someone needs to be a cross between PR measuring & web analytics
MackCollier
says
right, you make money with social media INdirectly, not directly. Many cos can't wrap their heads around that
pchaney
says
yep, sm is not a "campaign," but an ongoing conversation. Got t b n it for the long term.
err.. somewhat needs to be (in my last plurk)
nowsourcing
says
greetings all. My updates aren't showing up in the Plurkify room
davidalston YES. but then it's "ok how much time, and then still, how do you show me success"
agrees with MackCollier most clients expect results ASAP, when they don't see results right away, frustration builds
good point Mack - Barbara - what are some of the standards you use?
MackCollier
says
if used properly, SM leads to more connections with customers, more feedback, which means more efficient (costs less) marketing
absolutely. Companies want instant results. Social media is long term.
nowsourcing seems to be an issue there. we've all headed for the plurk page
nowsourcing - just use the plurk page www.plurk.com/p/18etd Plurkify not working now.
pierrefar
says
What about trends? If we can't use the absolute numbers, we can at least look at how they trend over time.
MackCollier
says
cos want to think of social media as being marketing channels to monetize, not as communication channels
the "indirect" impact MackCollier mentions is one reason why some orgs think SM is a waste of time
karenswim
says
my posts were not showing up in plurkify either
I think like making money from SM, other results are more indirect
karenswim
says
contrapuntist the indirect is why some orgs don't "get" much of marketing
shorter sales cycle, maybe. more repeat clients/referrals. better customer service feedback.
🏳️🌈Teeg 🏳️⚧️
thinks
it's like Connie said once, How do you measure the usefulness of company get togethers?
pchaney
says
MackCollier - Can't it be both? "Markets are conversations"
🏳️🌈Teeg 🏳️⚧️
says
SM is just as useful (or more) and just as hard to measure accurately.
potsie
says
storyspinner - it may be about links for some clients. Measuring social media means different things for different clients.
karenswim
says
Greg, agreed or you are aiming at unclear target and effort is not results
OMGLaShae
says
direct marketers want immediate roi - what is immediate about SM
So, how do you convince clients that SM will give them positive results?
karllong
is
i think the problem is that social media has such a broad scope and affects so many aspects of business
danalookadoo
wants
to understand how to capture data on relationships. And does anyone want to feel their relationship is being measured?
karllong
is
SM in the context of new product development very different than PR around a product launch
maybe it's a goalsetting issue: not understanding really what the endgame should be from your efforts in SM aside from just revenue.
contrapuntist
thinks
there needs to be a greater differentiation between engagement versus making the sale
karenswim
says
as we blend the disciplines of SEO, SMO and SM it becomes more complex
sweet2685 - convince them it's more about relationships than marketing (hard to do but key)
DaveWebb
says
Howdy all, a little late.
pritcharddesign
thinks
SM is also potentially more effective purely due to access to people who are listening!
MackCollier
says
Paul when you try to directly monetize SM, you run into probs, IMO. Have to provide value first, then connections come and then money
Connie
asks
DavidAlston How can monitoring/measuring tools like Radian6 help us convince clients of the value of SM?
defining what the "R" is of the "ROI" is the true issue when it comes to social media
i don't understand why many folks embrace BD as relationship building, but not SM
sschablow
asks
is customer satisfaction and loyalty a metric that has short term results that corp types understand?
potsie
says
sweet2685 Define "positive results" with the client. How do they define success - more visitors, sales, links, etc.
🏳️🌈Teeg 🏳️⚧️
thinks
you also have to convince them that relationships are important, David
giggey
says
it's about relationships and can't put a price on the real relationships.If you build them with $$ as a bottom line, they aren't as valuable
bhamlibby
asks
is social media similar to general branding by way of measurement? hard to quantify, but also crucial to engaging public perception.
connie - mapping out influencers, tracking effectiveness of outreach over time, showing share of brand buzz vs. competitors etc...
karenswim
says
Amber I honestly believe it is the labeling itself that delivers the perception
BarbaraKB
says
(need to leave. phone socnet fire - yikes!)
pchaney
says
mackcollier - I misspoke with last statement. I'm not thinking of marketing specifically in DM terms.
karenswim
says
if it were called BDM, people would not immed dismiss as a "time suck"
potsie
says
thepunk So true. Coming from the PR side, some of our clients probably think "that's an ad/marketing function..."
good point karenswim - we are starting to refer to social media as the social web (dropping the media)
karen davidalston but i almost think its the "social" that's the problem, not the "media"
agrees that the term social media has been a sticking point for many.
"social" has a casual connotation that undermines its credibility in the business world
What would you measure other than ROI?
pchaney
says
As to need for SM, if our customer base is there (think Forrester technographics) how can we not be, regardless of direct monetary benefit.
pritcharddesign
thinks
many marketers are also waiting to see if social media (web) will end up being more than a buzz word.
contrapuntist
asks
ambercadabra what do you mean by social vs. media?
I remind ppl that "social" simply refers to people as opposed to "computer". They understand computer networks. Social media is people net
MackCollier
says
but at the same time, the term 'social media' is what everyone is used to. If you change it, then it confuses and dilutes meaning IMO
pritcharddesign
thinks
we know it already is
ambercadabra - also a good point
MackCollier
says
a lot of people hate the term 'web 2.0', but everyone is used to it, why change boats now?
giggey
says
tone of the conversation, like ideastorm...number of new ideas
contrapuntist i mean in the term "social media", it's the "social" part that throws people off
sschablow
says
Greg Hollingsworth good point. Most of my clients do at least an annual brand awareness study. Only a few do cust satisfaction
danalookadoo
thinks
storyspinner has point about R of ROI. R should be redefined - Relationships, Opportunity, Investment
Connie
says
pchaney raises a good point. What is the cost of NOT being in the social media/web space?
pritcharddesign
thinks
the business world needs to catch up with the people.
certainly it mostly describes "online conversations" IMO
mackcollier I don't think we need to change the term, i think we need to redefine what "social" means in this space
pchaney
thinks
that he prefers the term "conversational media" better.
danalookadoo - very nice - sounds like a great future blog post
Connie
says
Or should we change the I of ROI. Return on involvement.
connie it depends on if your community is there or not. But if they are, you'll be left behind because your competitors are doing it.
🏳️🌈Teeg 🏳️⚧️
thinks
you have a good point AmberCadabra
MackCollier
says
Connie that's the prob, many cos wont bother with SM till they see a competitor makin hay with it
giggey
says
jowyang has a post today about the differences between social media and communities...there's another term for us
Wow, nice as well connie
potsie
thinks
consumer generated media morphed into social media will morph into another term...
Mack, that means we need more case studies to show SM successes.
age old issue of be a trailblazer or a follower. but being a trailblazer carries risk of failure, which turns companies off.
karenswim
says
davidalston online conversations but also reputation/brand mgmt
mackcollier - good point - any examples to share?
MarkCollier hits the nail on the head with this issue.
pchaney
says
we need to send copies of GroundSwell to every CEO!
connie.. now that's a great point
giggey he also has one on the importance of conversation. LOL I don't think he appreciated my comments on Twitter.
agrees that we need to get vigilant with capturing and sharing case studies among this community
karenswim
says
agree with connie more case studies are needed
Goes back to similarity with PR - SM helps build good will. Cannot easily measure that, but you know when you don't have it.
Until there are 'examples', clear examples of companies using social media for gain, there will always be this issue.
MackCollier
says
right, I am sick of talking about Dell
pchaney
says
the Groundswell is replete with case studies.
karenswim
says
Like return on involvement connie!
Groundswell is a great resource.
potsie
feels
thepunk is right, but it's more than building communities - it's also listening/monitoring to gauge interests/likes/dislikes. Listen first
I think its also an issue of education. College courses are remiss in teaching students the "need" the true effectiveness of networks.
pchaney
says
mackcollier - Well, there's Starbucks
MackCollier
says
paul I thought it was very interesting how in Groundswell they broke down exact cost and money that GM made from its blog in first year
connie you're onto something there. maybe it's not measuring the "what do we get" but "what are we missing if we don't"
what are some good examples of companies listening and engaging in social media?
karllong
is
yeah, that and the Cluetrain, and Here Comes Everybody
danalookadoo
wants
to know if there is a good way to explain SM without using terms we, the insiders, use. Layman's explanation?
Seriously, if we looked at companies and individuals that we deem successful . . . what do they have that others don't?
AbleReach
asks
is sm more like the networking behind the scenes of face to face marketing, in that you need to know what's happening w/audience & friends
Control of a network.
Connie
has
anyone tried to use Stowe Boyd's formula for Conversation Quotient? It looks at comments/trackbacks in ration to # of blog posts.
AbleReach
asks
and audience/friends need to know what's going on with you? (unlike straight SEO)
karenswim
says
telemill agreed however think of other mktng efforts such as trade shows not always a 1:1 but cos understand need 2 participate in key shows
Greg in literal terms, maybe not, but we need to help companies understand the undercurrents that exist regarless of industry
karllong
thinks
Plurk needs threading, that would make this much more usable for long discussions like this
MackCollier
says
i polled my blog readers a couple of weeks ago, the content they most wanted to see was social media case studies
MackCollier
says
everyone wants to see the potential quantified
Beth Harte
says
hi all, furiously reading....
davidalston
asks
can you measure the importance of listening? OR is it the essence of what all biz's need to be doing?
MackCollier
says
I think if Dell can ever directly tie a concrete growth in sales/business back to social media, that it will be huge
sschablow
says
even the best case studies I've seen use involvement as the metric for success. Hard to convince corp to invest $$ w/o business case.
AbleReach
asks
SEO relates to dominating a search result & demonstrating trust, not so much in a relationship that will make people search for YOU
potsie
says
that Toyota is a good example: townhall-talk.edmunds.co... They engage on the Edmunds boards.
giggey
thinks
that once we see more empirical research in academic journals we'll have a better case. Need objective, empirical research
MackCollier
says
and I know about dell outlet on twitter, i am talking about showing how their spending time interacting in this space = %growth
pchaney
says
davidalston - not including Dell, there's Natl. Comp. Cancer Network
Dell can point to approx. $500K in direct sales from their Twitter account.
davidalston i think that's preaching to the choir, here. two ears one mouth and all that.
two ears one mouth and all that.
seerysm
says
my focus is on employer branding and we assess & monitor the # of and tone of SM mentions related to a company and employment
sschablow
says
davidalston good point on 'listening'. there are good cases of co's that listen and provide new/better prod/svcs that became profitable.
MackCollier and there lays the problem. The method is really "too new" to have a variety of case studies that would satisfy their need
karllong
says
mackcollier the content and examples are out there Dell, Threadless, Yelp, Fiskerters lots of case studies
MackCollier
says
Connie, if they can ever point to sales from Richard and Lionel being on Twitter, then we have something HUGE
. . . for undeniable "proof"
danalookadoo
wants
to know if someone has put together SM case studies? Zappos is awesome. WholeFoods sharing food info on Twitter.
potsie
thinks
yes, you can davidalston Show companies how they missed opportunities by not listening. Show them traffic #s on boards that matter.
AbleReach
asks
so SEO = research serps, & sm = influencer of decisions that come after or parallel to research.
karenswim
says
what about Zappos?
NOTE: You will probably have to manually refresh your Plurk timeline or the Plurk page. www.plurk.com/p/18etd
sschablow I think the issue is in convincing the companies that they NEED the involvement. Many don't think it's necessary.
karllong
says
I think the issue is cultural, in a big company the people responsible in PR and Mktg are the most threatened by loss of control
davidalston
asks
mackCollier - Dell rev up 20% EPS up 29% but still need to find the "tie" to social media
seerysm
says
and then we look at how that changes over time (the number and tone) as participation increases
MackCollier
says
and speaking of Zappos, its great that they are all over twitter, now how has that increased sales? we all think it has, but numbers?
MackCollier
says
David, exactly! We *think* their being in SM is working, but we need proof to convince the naysayers
Mack, how can you tie a great story in WSJ about your product to bottom line impact of sales? Same with SM.
amberCadabra - funny eh - companies would never question "involvement" with incoming phone calls
karllong
says
davidalston look at the amount of ideas on ideastorm over the course of time, tie that to rise in EPS
pchaney
says
GM Fast Lane blog was as much about listening as speaking.
giggey
thinks
we need to make the leap from correlation to causality. We have examples of succesful Cos, who also use social media.need to prove causality
MackCollier
says
naysayers say 'show me the money, or shut up'
I agree, Amber. There has to be a demonstration of value. Common ROI metrics don't always do that
the prob is, the path of community back from SM channels to the company can be a winding one
MackCollier
says
Connie good point
sschablow
says
H&R Block has stated that they are in SM for the long haul as a long-term strategy to build younger client base.
Beth Harte
says
karllong those mktrs and PR folks need to learn that they lost control long ago.
karenswim
says
mack w/Zappos I also wonder if the twitter participation has + impact on employee value which leads to greater customer satisfaction
mackCollier - perhaps further integration of social media into all aspects of biz and systems can track the ties.
wonders if the tie between SM and link to $$ is integrating as a support for other marketing efforts
davidalston no kidding. but they don't want their customers necessarily giving them feedback, just sales
pchaney
says
I think it's undeniable that retail sites that have ratings and reviews exp. bump in traffic, engagement and....sales.
MackCollier
says
David good point, like does letting employees use these tools increase morale?
Connie
thinks
PR missed the boat by not taking the lead in SM. They are more accustomed to measuring "soft" benefits of their work.
sschablow points something out that is a problem in the US, well a problem with corps in the US -- long-term strategies
MackCollier
says
I am loving the discussion guys, great stuff!
denise205
asks
karenswim, so is the measurement we need one of customer satisfaction?
AbleReach
asks
remember those phone company ads where a busy signal symbolized losing business? We need a pr campaign like that for SM
🏳️🌈Teeg 🏳️⚧️
says
I wonder how many companies look at newspapers and say using SM didn't help them, why should we expect it to either.
US corps are notorious for not engaging and taking seriously -- long-term strategies.
mackcollier - or if someone is looking to buy "x" and you reach out and connect and end up with sale (tying this to the outreach)
connie you're so right. the irony is that my newest client is a PR firm because they now realize they've been left behind
Connie
says
Contrapuntist has good point about seeing SM as *support* for other marketing
Connie PR folks use ad equivalency to bring some sort of measure to WSJ stories and the like. Not perfect, but it's a $$ figure to report.
karenswim
says
MackCollier and increase that connection they feel to the "value" of their job which is proven morale booster
This is why Toyota is #1 now, because they make it company CULTURE to think 40 years down the line. Not tomorrow, not 5 years from now, 40.
AmberCadabra
thinks
i have my hands full with this recap! LOL
potsie
thinks
Connie needs to check out some of the PR-lead SM projects that are out there. Plenty of PR "gets" SM and uses it well.
potsie I'd love to see those. Do you hav examples?
karenswim
says
Telemill yes, yes! Focus on long term just as you do with your $
telemill - good example
Connie
asks
DavidAlston Can you address potsie's point about PR using "ad equivalency" to measure. Any analogy to SM?
Beth Harte
shares
PR uses impressions too. That might be a measurement that can be used in SM too that PR folks can relate to.
giggey
thinks
the people from PerkettPR do a good job using SM tools
sschablow
says
telemill with the average CMO tenure at 18 months, there is no reason to have long-term strategy.
Connie
says
"potsie" agree that many PR people now "get" social media. But by and large PR has been very slow to adopt SM.
karenswim
says
denise205 I think that is a part of measuring customer engagement
Beth Harte
asks
connie, that's the "soft" metric.
sschablow Whoa. New plurkshop topic THERE LOL
SHIFT communications is another example of PR company using social media tools.
MackCollier
says
but I think as companies hire more younger workers that are more familiar with social sites/tools, cultures will become more open
GregHollingsworth, see? That's the US thinking I was talking about. The funny part of that is they BEGAN with long-term thinking.
AmberCadabra Full disclosure that my employer put this together: www.imsaturn.com/
Case for newspapers - mommy bloggers have had huge impact on Cincinnati Enquirer
connie - good question - point to consider with SM is that it's more like 2 way communication device than a media. U agree?
giggey
thinks
Thornley Fallis another PR example
When it comes to "impressions" to measure PR, that's where tools like Radian6, or even the standard Google Alert, can help quantify SM.
potsie what I am talking about is allowing a word of mouth strategy to dictate communications planning
bhamlibby
thinks
from what i've heard/seen on the whole, most ad agencies are making SM part of PR.
pchaney
says
to reflect on davidalston 's question earlier SM has given us the ability to make listening an art and science.
... that means incorporating all other marketing elements which include SM and PR and all others
davidalston, agree that SM is 2-way rather than tradtl. media.
contrapuntist Do you mean allowing the community to lead your strategy and allow it to evolve based on them?
epodcaster
says
I'm late to this, but I have to agree with connie. The I is Involvement. Getting business to understand this is key
DebInBoston
says
I am giving up. I wrote a number of PR related plurks and none of them showed up in the thread. Look forward to the recap.
pchaney
says
and listening is the basis for everything else. Hence, if nothing else, SM has a place there.
no.. there is disconnect between SM and all other disciplines
giggey
thinks
it still comes down to obj of research. Lots of whitepapers and case studies from vendors. Great start, now we need more
bhamlibby but on the same front I see a lot of ad agencies using it to push content, but not to drive their clients to engage
what I mean is think about how SM as a tool supports what you hope to achieve
got logged out somehow. Plurk has the hiccups.
Things you can measure are social dynamics on posts (comment count, views, unique commenters, level of engagement) and relationships2 others
sschablow
says
Chris Brogan and his guest now talking about SM and ROI in webinar.
connie, I was also booted out. Back now.
epodcaster
says
every business wants raving fans. SM is the way to not only find them but to connect with them.
davidalston agree that it is more like 2-way communication, but also is means of distribution.
contrapuntist if I understand right, your point is that SM is distinct from all other disciplines in that it exists to support them?
sschablow - lets do a cross platform connection to them - that would be cool.
epodcaster
says
So perhaps the Return on Involvement is the discovery of the raving fans?
greg Hollingsworth - tell us more...
got logged out too, Connie. Not sure what's going on with it.
Plurk is updating API and we may experience some technical difficulties. If necessary, log back in & go here: www.plurk.com/p/18etd
AmberCadabra, that's def. true, I think many are using old techniques just puttin them in 'new media', which doesnt work.
epodcaster - "the longtail" and influencer discover process is very valuable to any brand
agree contrapuntist but some companies aren't ready for it. Use WoM to learn interests if customers and then fold back into programs
karenswim
says
I'm back in are we still live?
thought that logging out was just me..
MackCollier
says
or is it Return on Interaction?
No, plurk had problems we all got booted.
connie my point is that because many orgs don't get it, perhaps thinking of it as a support for other activities might help biz understand
Mack, I said Involvement, but Interaction is another good word.
Wait, wait . . . let's go back to the "engaging" statements. The 2-way communication idea.
MackCollier
says
should we call it Return on Interaction?
Greg, many other companies (Radian6 included) have primarily relied on SM and WOM for the same reasons to build their brand.
Greg Hollingsworth Don't you think SM enables branding for small biz?
Do you think THAT is the fear? This is a 2-way communication, that companies really don't want to "engage", they just want to
connie has the distinct advantage that traditional media doesn't you can track response to what ever is out there
sschablow
says
care to try and measure interaction? Quality of experience, time spent, attitude change?
pchaney
says
in trad. media marketing ROI stands for "Return On Interruption"; now, that's not working so well.
markcollier - also a great ROI definition
er. Meant to say SM has the distinct advantage
giggey
has
to head out...thanks all!
quickly make the product/service and move on to making more money. Because when you say 2-way, engagement, relationship that DOES
OMGLaShae
says
@ dave more than just 2 way communication it's a way to find out what needs to be *distributed* ie what information r those talking, missing
epodcaster
says
MackCollier: Yes it is. ROI in the "Web 2.0" world is Return on Interaction/Return on Involvement which leads to Return on Investment
pchaney
says
because shouting doesn't work, and people are talking to each other, SM engagement is a matter of self-defense.
mean more time and effort.
Contrapuntist your point is interesting; I do see how SM can serve a support function for various disciplines.
Man, I have a serious delay. Making it almost impossible to keep up. have to refresh manually constantly.
ambercadabra - definitely awesome ROI definitions coming out of today. Very cool.
sschablow
says
MackCollier interaction would be great. It's like ad biz discussion of measuring 'engagement'
🏳️🌈Teeg 🏳️⚧️
has
a thought building that isn't fully developed yet, but what if trying to show a return is the problem.
thx giggey
what if instead you show the cost of NOT using SM?
Beth Harte
says
epodcaster, I use that next time someone asks me why... ROI/I/I
davidalston I'm so grateful this is all bookmark-able.
pchaney
says
DaveWebb - I think it's hard for small biz to gain enough attention; depending on their prod/service of course.
Beth Harte
says
GregHollingsworth, I am planning on using DM to promote SM. There is potential measurement in that to make folks who like numbers happy.
MackCollier
says
i think cos need to realize that with social media, they have to get their hands dirty, they have to provide value
Greg, as long as you can show a connection to potential customers each week you'll stay alive
karenswim
says
Connie Teeg exactly, it still returns to concrete metrics, you lose X for NOT participating
epodcaster
says
pchaney: I couldnt' agree more. I am so OVER being talked/shouted AT. Talk WITH me. Listen and interact.
Beth Harte
says
pchaney, amen! It is hard...
mackcollier - good point. Imagine taking $millions from ad budget and employing 1000's of people to listen and engage?
must run - interesting discussion.
AmberCadabra
is
it just me, or do some of these companies seem downright afraid of conversing with their customers?
karenswim
says
Mack right and that IS the problem for many
David, what can be measured to show engagement? Comments on blog posts? Links on Twitter? Mentions in online media?
Beth Harte
says
...but SM helps when not a lot of budget dollars are available. As well, it's easier for SMBs to give up control & welcome interaction.
AmberCadabra in my experience thus far, yes
karenswim
says
janechin good point!
Amber, they do. Even now, many will write blog and leave the comments off
pritcharddesign
thinks
yes, they're afraid. They're used to preplanning their message.
epodcaster
says
bethharte: Plurkshops are a great way to brainstorm concepts/ideas. I call it a "Braingasm" when it happens like this.
Greg, yes, it's different. Sometimes it's possible to prove someone isn't guilty without proving they're innocent.
AmberCadabra "afraid of conversing with their customers" ding, ding, ding!
MackCollier
says
BTW almost 400 replies in first hour in middle of the day is amazing
Beth Harte
asks
what about NPS and CLV, has anyone used those metrics yet?
connie - inside SM - # comments, # posts, views, length of comments, on topic inbound linking etc...
I was reading but missed a big chunk in the middle
🏳️🌈Teeg 🏳️⚧️
says
Plurks autocomplete isn't working
karenswim
says
what about the service aspect of SM? One could argue it is an extension of customer service
OMGLaShae
says
mackcollier - yes, awesome discussion all. I think we wanted to keep it to an hour. Shall we wrap up?
janechin that's why cos have to take off the lead boots and learn to be more nimble. trad marketing makes for a slower reaction
davidalston So there are a lot of things we can measure w/ SM, the question is assigning a $ value to it for those who insist on hard numbr
Beth Harte
says
AmberCadabra, yes! They are afraid! I have seen it first hand...with sales folks. Won't ask questions as simple as 'do you have a budget?'
AmberCadabra and Telemill, yes i think co. fear is one of the biggiest obstacles!
the tricky the some corps is moving past legal departments
AmberCadabra
has
it really been an hour? dang!
connie - yes, this is where the ability to analyze across a topic, time, against competitors, etc.. can help to quantify investment
Beth Harte
asks
Could we do a PlurkShop on NPS and CLV? Are they viable? How have they been used, etc. Thanks for the PlurkShop! Excellent as usual.
pchaney
says
got to go...thanks for great convo; can't wait for AmberCadabra 's wrapup.
karenswim
says
great discussion, hour flew by!
ambercadabra - time flies when you're havin' fun...
Agree that it barely feels like an hour and we even had to battle the Plurk hiccups. Awesome conversation. We need a part 2!
We need a plurkshop on overcoming companies' fear of 2-way communication and letting go of the PUSH mentality.
all, pls email me at [email protected]... if there's something you wanted to contribute but couldn't
davidalston
wishes
everyone a great rest of the day - thanks for the great discussion all.
sschablow
says
really enjoyed the discussion. Thanks to all for taking time and sharing.
Thank you so much davidalston.
pchaney
says
many mini-convos going on at same time; need multiple threads to keep up. k, bye!
janechin yes in a way, whenever I have drafted something for a biz in response, it has to go through approval process
I'd be up for a part 2, i think there's so much still to talk about
davidalston, many thanks for your time and insight today.
sheesh I can't type fast enought today
karenswim
says
Thanks davidalston and all, this was time well spent.
davidalston
wishes
ambercadabra - I'm up for a part 2 as well if you'd like. Let me know. Glad to help out.
Amber, I think we barely scratched the surface. This is a very important topic to many of us.
bye - enjoyed it! 
davidalston gonna take you up on that!
karenswim - thanks to you and everyone for their great ideas today
awesome convo
Both AmberCadabra and I plan to do recaps. We will post the links when ready.
thanks to everyone for your incredible insights. i can't wait to pull this all together and will post a link ASAP
epodcaster
says
I enjoyed finally being able to participate in a plurkshop. Great topic can't wait for the next one. Have a great day!
🏳️🌈Teeg 🏳️⚧️
says
connie - let's pick this up again in a few weeks and do a part 2 perhaps.
janechin I'll be working on the recap and hope to have it up by tonight
janechin the only workaround I have come up with is drafting samples and a Q&A to make things more conversational
but you can always leave a comment - i'll post it on my blog - so the conversation can continue
ambercadabra will be pulling together a summary of today - I look forward to it.
DavidAlston, that sounds great. Would love to have your assistance with part 2 on this topic. Thanks so much for doing this!
I look forward to reading the summaries. Thanks for leading it davidalston!
MackCollier
says
would be great to have a plurkshop where we share/discuss social media case studies
connie - you are very welcome and thanks for asking me to take part in this. Was a great discussion.
pritcharddesign
says
Thanks! Looking forward to a recap!
MackCollier I love that idea
I think that would be a great one, MackCollier!
teeg - thanks - markcollier - great idea - maybe we could comment on ambercadabra 's post on ones we'd like to talk about?
Weird. Plurk page shows only 377 responses. The timeline shows over 450. We are missing replies somehow.
connie - I noticed this as well. Hmmmm.
MackCollier
says
great idea David, we need to show 'real-world' examples as they help validate entire space to cos
janechin absolutely not, that's just the way they've been trending i think
MackCollier
says
jane no! what do you have in mind?
ConnieBensen i think the plurk page counter is off.
ConnieBensen Yeah I'm having problems following. Have to manual refresh constantly. Weird.
whoa I just typed Connie...weird
whoops how did that happen???? I typed @ Connie!!
🏳️🌈Teeg 🏳️⚧️
says
it's supposed to do that now, Amber, was added yesterday...but didn't work earlier with all the typing.
That is weird. Plurk definitely having some hiccups today. And they updated the API right in the middle of our plurkshop!
Hope they haven't gotten my account confused with Connie Bensen's.
O.K. I'm out. Too hard. But I'll go back & check it out.
🏳️🌈Teeg 🏳️⚧️
says
Connie benson comes up first on the name list, and she typed in this conversation
BTW, I blogged about measuring intangibles a few months back.
If anyone's interested here's the link: missiondrivenmarketing.c...
Reading my mind ...
Hope that's not a shameless plug. I think it's relevant
alright Connie, we have our work cut out for us!!
There's two posts in that thread, btw. I recommend reading both.
robins
is
ok, what did I miss? ; )
481 message overload!
martinbogo...we had one that was almost 700. talk about WHOA
NancyFaye
says
Coulndn't make the plurkshop live, but have read the posts. Great information. Hopefully I
vaxen_var
thinks
Plurk needs a smoother interface. Got here but in a rather round about way. So... Hello Plurkworld!
vaxen_var
thinks
Yeah, July 11th... one day too late! Better late than never? At least Amber tweets...
I'm multitasked/talented. Welcome vaxen_var!
vaxen_var
thinks
Guess I'll have to hunt up some plurk people on Twitter then just ask questions about usage. Not fun at this stage...
vaxen_var
says
Thanks Amber. You sure are!
vaxen_var
says
P presume this is 'live' now?
vaxen_var
says
Live is relative. Plurk is cumbersome, I'm outta here!