Practicing what we preach: Insights and Actions from smbWR Measurement presentation

Since the theme of this morning’s Social Media Breakfast Waterloo Region was all about social media metrics, measurement and actionable intelligence, it makes sense to use this event into a ‘proof of concept’ case study. Let’s explore what we heard as a group this morning, categorize the feedback as we align the metrics with goals, then plan actions from the results. As with all events and conversations, the learning doesn’t stop just because the event has ended. Neither does the conversation.

(Note: the slide deck from the original presentation can be found here: Social Media Metrics – Evil and Essential)

smbWR Influencer Network Diagram

smbWR Summary Infographic

Question 1: Why turn this into a story?

A1: Because the results indicate overwhelmingly that the #smbWR audience learns the most and responds most positively to narratives they can relate to.  We know this because:

  • Attendees made the effort to search out the Kraft Rainbow Oreo story
  • Then they shared this forward through tweets
  • ‘Oreo’ and ‘Kraft’ were one of the top 5 themes in tweets from the event
  • Which often included positive sentiment indicators, such as ‘especially loved this’
  • When asked if they’d prefer Q&A or a quick run through of Roger’s story and measurement/analysis, the audience voted to hear the story


  • Based on the feedback, it seemed like a good idea to write this story, because chances are the audience will relate to it and learn further from it.
  • Take a few risks of your own, and look at the results from multiple angles
Question 2: What other things did we learn today, aside from the goals of the presentation?

A2: We learned that Quarry Communications really understands Customer Experience, as does the smbWR team.  And both are committed to nurturing social business conversations and education. We know this because:

  • Quarry very graciously offered to host us all in their very cool facility.
  • Everything about the experience – from the creative design aesthetics, to the Bauer Kitchen  gift card donations, and the team’s efforts to ensure that we were comfortable is consistent with Quarry’s mission: Understanding and delivery of ‘Buyer Experience Value Chain’
  • Quarry staff were fully engaged – on-line and off – Before, During, and After the event. They know that the experience and conversation carries on. Our experience as ‘customers’ has been standardized across all channels.
  • #smbWR founder and CEO of Communicate & Howe, James Howe, peppers every related conversation, welcome message, and introduction with consistent themes: discuss, share, collaborate, challenge, question.
  • If the goal is to grow a collaborative community, James provides a good example of how to do it well by focusing on the ecosystem versus brand, personality or self promotion.
  • This event was organized and the topic chosen as a direct result response to feedback provided by attendees of last month’s smbWR ‘All Day Breakfast Unconference’. James listened to feedback, tied it to the goal to provide what audience wanted, then organized the presentation, and promoted it well. Listen –> Analyze –> Act
  • After the event, one of the smbWR team members shared that once booked, she’d been following my tweets for the past few weeks. Smart girl, she understands the value that is gained by doing a little advance research.


  • Explore both Quarry Integrated Communications and Communicate & Howe further. They really understand the concepts of customer experience across many channels -> and can help you strategize to meet your goals for your customers.
  • Be an active participant in the smbWR community: Connect with others you met at the event. Share your ideas, stories. Offer to speak. Act as a Host for a future event.
  • Keep the conversation going. Engage.
Question 3: What did attendees learn from today’s event?

A3:  Some attendees will now look at metrics and analysis as part of a larger measurement strategy, as opposed to isolated activities. We know this because:

  • One of the top themes that emerged in updates posted during the presentation was ‘framework’, followed closely by and often with,
    Listen, Analyze, Take Action‘. –> Rinse and repeat in infinite loops.
  • Another note that resonated was “looking at singular metrics in isolation isn’t nearly as useful as grouping and comparing metrics.”
  • Some metrics are static. New goals and formulas for ‘success’ measurement require regular reviews, creation and tweaks. The Roger’s lay-off/profit/competition/Q1/2012 current news provided and example of how to break up events into metrics and measurements that address goals, risks, and the customer experience.
  • smbWR audience also seemed to relate to the concept that basic training of staff should include instructing them on the overall brand vision/mission/voice of the organization.
  • Consider how to incorporate social media discoveries into new and existing business processes. (So we have a hot lead via twitter. Now what do we do with it?)
  • Explore moving beyond using social channels strictly for marketing –> towards holistic, comprehensive, consistent business values & and goals.
  • 4 cornerstones  that span all audiences (customers, prospects, leads, competitors, etc.) are: Customer Experience, Innovation, Efficiency, and Brand Health
Question 4: What can the presenter (me), learn from feedback and socially shared responses to the presentation?

A4:   There is much room for improvement on both presentation and content. I know this because (we listened, we analyzed, and we’ll act/tweak/create/refine based on feedback):

  • Many suggestions filtered and categorized from feedback, but my personal favourite is this one from @juanitametzger:

Breathe Kelly. Breathe!

 New question spawned –> Why is this update particularly valuable?

  • It made me laugh really hard. A genuine LOL generator.
  • This feedback has been provided by a respected colleague who can share similar experiences. Weighted with higher value because it is given by an experienced practitioner
  • This tweet shows the best method to weave constructive critiques in with positive accolades. ;-p
    • This feedback is particularly meaningful & instructive because it came from a colleague. Not a ‘fan’. (differentiate, categorize, weight, & segment feedback)
    • Juanita moves to the head of the class for demonstrating her acumen for understanding of the presentation goals, content in context, the audience experience, and presenter’s delivery.

Other Insights – Overall = Positive Sentiment, but drill down analysis shows this was also an EPIC Fail when aligned with the presenter’s (my) goals

  • I’ll admit that while the feedback and response has been mostly positive, it is clearly evident that this presenter failed abysmally in making a key point ‘sticky’ with the audience:
    • If there was a singular message I’d hoped the audience would take away and ponder, it was “ask your customers they want/need,” before crafting/launching SM (and any other) campaigns
      • My fav/key/critical message in this presentation elicited exactly zero/zippo/nada response or discussion.
        • I need to work a whole lot harder on telling a better story about the value of customer insights during research/planning
        • &/Or – I need to tweak the content to draw additional attention to this. Maybe with a better visual?
  • Based on the time and pace, this presentation might be better if it were split into two separate presentation
    • Measurement Framework
    • Measurement Tools
  • During the Q&A after the presentation three main themes of further interest surfaced
    • Collaboration (silo busting)
    • Narrative Storytelling
    • Customer Experience


  • Gather more feedback
  • Tweak content
  • Write this post > Listen > Analyze > Repeat
  • Share interest ideas above with smbWR for additional presentation suggestions & recommendations for speakers

I’m sure some are curious about the tools used to gather and assess the tweets from today. They are:

  • Tweetdeck: Which is the tool I use day-to-day for my personal engagement & management of my twitter stream. For this event I created a separate column for the hashtag #smbWR, then I filtered the tweets based on specific keywords (i.e. oreo, Quarry, framework, etc.)
  • NextPrinciples:  The cool graphics and deeper analysis was done with NextPrinciples, which I mentioned during today’s bit on tools. I’d shared my recommendation that NextPrinciples is a particularly useful tool for events – and used it to practice what I preached.  I’d like to thank the NP team for putting this together for me while I was returning from Quarry. Yes, it was that fast. ;-p

I know that I gleaned much more from today’s event than just the examples given above, and I’m hoping you did, too.  This is merely meant as an example of how you can listen, derive insights and plot actions in (almost) real time for your own organizations events.

Really enjoyed it, thanks for attending and sharing highlights, questions and your stories.  I’m happy to field any further questions you might have.