Measurement

“Measurement is the first step that leads to control and eventually to improvement. If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t control it, you can’t improve it.”

― H. James Harrington

My Interview for Social Media Citizens

I had the pleasure of being interviewed by Giedrius Ivanauskas for Social Media Citizens earlier this month.


G: How would you define a social media “influencer”?

GC: I define influence as being able to change other people’s behaviour or thoughts. Influencers in Social Media need not have thousands upon thousands of followers or fans, but should be able to use their connections to change behaviour and create conversations with them. Real influence also means that these actions are spread onwards to stimulate conversations in the wider community.

And of course brands can be influenced themselves, not by single powerful influencers but by many influencers speaking as one in the ‘crowd’. Look at how companies like Starbucks use consumers to influence products and services via mystarbucksidea 

G: How do you measure the influence?

GC: Funnily enough I look at the whole spread of a person’s footprint.

The rest of the interview can be read here

An A to Z of eCRM - X

X is for X-Ray

Ok, so I got stuck on X.

But what we are trying to do with eCRM is to get under the skin of the customer and really understand them.

We have to remember,however, that an X-ray is just a snapshot in time and can often give a much distorted view of what is actually going on. Whether or not the customer is one of our best or is worthy of cross or up sell communications can't be determined as a one off.

Today’s Open and Clicks, yesterday’s Social Mentions are of no use without understanding the context and trend within which they sit.