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Appreciate the shout outs @arikhanson and @40deuce . If only I had magical powers that were real. In all seriousness, finding someone who knows analytics who can also write is going to be very challenging. Truth be told, finding analysts who have done work for a brand of any size is pretty challenging. Without giving up too much of the secret sauce, we have had just as much success with traditional market research people who are looking to change direction with their careers as we have had in finding someone with digital or social analytics experience. The latter is VERY tough to find.
1 year ago on Three common faults of the social media job description
@samogborn right back atcha!
1 year, 2 months ago on PR Rock Stars: WCG’s Chuck Hemann
Thanks everyone for your great questions. Enjoyed spending the time.
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@ginidietrich YES! Thank god. And thank you for having me. Was fun.
@belllindsay Thanks for all your great questions.
@Word Ninja Thanks for the questions!
@belllindsay @chemann1 love that question... More world domination? There's some super fun stuff we're working on for clients that's "melt your face" quality. Cant share yet, but coming soon.
@yvettepistorio it's the resource challenge. by that I mean the scarcity of talent. very few people have done this kind of work for a company of any size.
@ginidietrich @chemann1 appreciate that. yeah, I think this was a much better angle.
@belllindsay ha! absolutely.
@ginidietrich @chemann1 yeah, one was a Dummies book. The pearson book is a "real" book.
@ginidietrich actually they were two very different titles and areas of focus. different publishers as well. but, yes, that experience did give me a greater sense for what the book should be about.
@belllindsay honestly, couldn't have written the book without him. he comes more from the paid media/broader digital side. the book was going to be entirely social, but we were asked to expand the scope... He added a TON to this book.
@yvettepistorio man... the horror stories about how she treated the publisher. sheesh. scary stuff ;-)
@ginidietrich his book focuses mostly on web and search. our book is comprehensive of search, social, broader digital, mobile, etc. one of the reasons we wanted to write the book is to focus on something other than WEB. that horse is beaten to death completely.
@belllindsay @chemann1no. for a lot of reasons. not the least of which is that the paid media measurement model is fairly well understood. not saying it isn't flawed.
@yvettepistorio haha. I was going to recommend our WCG blog... that's where I spend most of my time. I would check out Don Bartholomew's blog. It's great.
@belllindsay @chemann1 no. for a lot of reasons. not the least of which is that the paid media measurement model is fairly well understood. not saying it isn't flawed.
@bobledrew @chemann1 thanks for the questions, bob.
@311laura @chemann1 no problem. happy to help.
@belllindsay @chemann1 paid? or earned? they all have to play well together.
@belllindsay @ginidietrich heh. It's nice to have everyone here through Interactive, but as soon as music starts I get annoyed. I love having everyone here to network.
@belllindsay im not sure it hasn't already. we talk internally about the PESO model - paid, earned, owned and shared. thoughts here - http://blog.wcgworld.com/2013/07/peso-and-why-shared-media-is-important
@ginidietrich ha! No kidding, I am asked once a week whether or not I am on the board of Argyle Social. The answer is no, I'm not. Though, Eric Boggs keeps perpetuating this rumor that I'm their controller. Not true.
@bobledrew @chemann1 @ginidietrich to just deliver what the client asked for ONLY leaves you terribly vulnerable. at that point you aren't a partner. you are a vendor. no thanks.
@bobledrew @chemann1 @ginidietrich it's a fair point. I'd probably continue to show it and push the point. my job as a consultant is to demonstrate what should be done... whether it's asked for or not.
@ginidietrich @chemann1 Dont get me started on social impressions, particularly from Twitter.
@bobledrew @Word Ninja indeed
@ginidietrich I've actually given up this fight, surprising as it may sound. As an analytics pro my job is to recommend the right metrics to companies. If they care about followers, fine. I'll show it. But I'm also going to show what else they should care about. whether they asked for it or not.
@bobledrew @Word Ninja great idea. we're just starting to explore this sort of a/b testing using social data.
@belllindsay @chemann1 im not a personal brand hater. it's important. that said, my company always comes first.
@ginidietrich @chemann1 @belllindsay the other thing, and it's kinda sad I guess, is that now if I show up to a conference to speak and dont wear argyle the entire discussion turns into why im not wearing it.
@belllindsay @chemann1 ha! I wish I could say there's a good story involved here. What happened was I bought an argyle sweater, wore it to work and a female colleague said it looked good on me. So, from there on I went nuts. What we dudes do for the ladies.
You all are prolific question askers... my fingers are tired.
@bobledrew good questions here. Most companies dont have the resources or staff. That's true. However, there's a good chance that someone exists in market research who could be reassigned because they are passionate about digital data. Also, the value that the person brings in being able to deliver insights on stakeholders outweighs the cost of the hire in my experience.
and couldn't agree more re: #2. most analytics, sadly, looks in the rear view mirror.
@jasonkonopinski wow. really good question. no, I dont think so... people dont view those devices as a data collection vehicle for the companies. they view them as a cool device to wear to track physical activity.
that said, im generally nauseated by the data privacy nuts. it's an open platform. it's free. if you dont want a company collecting your data, delete your profile. oh, and while you're at it, delete your email and any sign you've existed on this planet.
@belllindsay @Word Ninja @chemann1 yeah, quality engagement is key... but that takes a deeper level of analysis
@belllindsay @chemann1 @yvettepistorio tool agnostic, generally... but we use both heavily.
@Soulati | Hybrid PR hmm, that's interesting. hadn't heard that. Will have to give that a think. #stumped.
@Word Ninja engagement over reach, I'd say... Focus on engagement rates, not how much of it is occurring.
@ginidietrich personally, I love hearing that. it's probably because it is written in digestible chunks for the person who is primarily responsible for comms or marketing at a F1000 company. It's also meant to be read beginning to end, but can also be broken up into sections if need be.
@yvettepistorio @chemann1 The best part about being an analytics pro? I can answer "it depends" to almost anything ;-)
@belllindsay @chemann1 no. sorry. what we're more likely to see soon is a blending of the community/content/analytics roles into a hybrid person.
@yvettepistorio it depends on what you are trying to do, really. We are big fans of Marketwired's Sysomos tool over here.
@belllindsay @chemann1 yes, Lindsay... and I'm not trying to be harsh here, but there's really no choice for PR or marketing folks alike.
@yvettepistorio @chemann1 just a KPI. :)
@lbatzer no, everything is not equal. we do talk about metrics a little in the book. there's no holy grail metric. it's entirely dependent on what your biz is trying to achieve.
@ginidietrich most dont, sadly. though, that's slowly starting to change. once you show them the window into how much they can learn about stakeholders, they jump on board.
@biggreenpen Ha! Down 23 lbs to date on it. The program really works.
@KateFinley No tool. Just a simple approach we use internally. Google Trends is a fantastic, and quick tool to understand search behaviors.