Measure What Matters ? Online Tools for Understanding Customers ...

June 24th, 2011 | by kutenk |

Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships
by Katie Delahaye Paine
2011 (272 pages)
ISBN:9780470920107
Demonstrating how organizations have used measurement to improve their reputations, strengthen bottom lines, and improve efficiencies, this book shows how to collect data that will help you better understand your competition, do strategic planning, and better respond to customer preferences.
Measure What Matters ? Online Tools for Understanding Customers, Social Media, Engagement, and Key Relationships
Preface
Foreword
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
Overview
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?
Dispelling the Myths of Measurement
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
How to Decide What to Measure: Success?Are We There Yet?
Making the Budget Argument
How to Ensure Accurate Data
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 Improve
Overview
Step 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
Step 7: Turn Data into Action: Analyze Data, Draw Actionable Conclusions, and Make Recommendations

Chapter 4 ? Yes, You Can Afford to Measure ? Choosing the Right Measurement Tool for the Job
How to Decide What Tool Is Right for You: The Right Tool Depends on the Job
Tools to Determine What Your Marketplace Is Saying: Media Content Analysis
Tools to Determine What Your Marketplace Is Thinking: Opinion Research and Surveys
Tools to Determine What Your Marketplace Is Doing: Web Analytics and Behavioral Metrics
What?s It Really Going to Cost?

Part 2 ? How to Measure What People Are Saying about You Online and Off
Chapter 5 ? How to Measure Marketing, Public Relations, and Advertising in a Social Media World
The Three-Part Social Media Revolution
The New Rules for PR and Social Media
Building the Perfect Online Measurement Program
The Two Worlds of Social Media
A Final Word on ROI and Comparing Social Media to Other Tactics

Chapter 6 ? How to Use Numbers to Get Closer to Your Customers
Listening, Learning, and Responding to the Marketplace
Listening, Learning, and Responding to Your Customers

Chapter 7 ? Measuring the Impact of Events, Sponsorships, and Speaking Engagements
Why Events and Sponsorships?
Use Data to Support Your Event Decisions
Seven Steps to Measure Sponsorships and Events
How to Calculate ROI for a Booth at an Event: Was It Worth the Time and Resources?

Chapter 8 ? How to Measure Influencers and Thought Leadership
New Influencers, New Thought Leaders, New Relationships
How to Measure Your Relationships with Your Influencers

Chapter 9 ? Measuring Relationships with Your Local Community
Who Are Your Neighbors and Why Are They Important?
How Do Good or Bad Relationships Influence Your Organization?
Who and What Is Most Important to Measure?
Seven Steps to Measuring Relationships with Your Communities and Neighbors

Chapter 10 ? Measuring What Your Employees Think
If Employees Are So Connected, Why Is It So Hard to Communicate with Them?
Seven Steps to Measuring What Employees Think, Say, and Do as a Result of Your Internal Communications

Chapter 11 ? Threats to Your Reputation ? How to Measure Crises
Overview
Measuring What Is Being Said about You
Measuring What People Believe about You
Trust Is the Key to Building and Defending Your Reputation
Measuring What People Do: Long-Term Effects and Follow-Up Research
Seven Steps to Measure Crises and Trust

Chapter 12 ? Measuring Relationships with Salespeople, Channel Partners, and Franchisees
Millions Spent on Sales Communications, but Does Any of It Work?
The Problem: Mixed Messages, Mixed Objectives
The Solution: Consistent Messages
Other Measures of Success
Measuring What Matters to Sales

Chapter 13 ? Measurement for Nonprofits
Not Measuring Is Not an Option
Measuring Relationships with Your Membership

Chapter 14 ? Measure What Matters in Higher Education ? How to Get an A in Measurement
University Flunks Measurement: Millions in Funding Lost and President Resigns
Key Considerations: Multiple Audiences = Multiple Goals = Multiple Metrics
Five Steps for Getting an A in Measurement

Epilogue ? Whither Measurement?
Appendix 1 ? The Grunig Relationship Survey
Appendix 2 ? Measurement Resources
Books on Public Relations and Public Relations Research
Books on Media Content Analysis
Trust Research and Measurement
Websites

Glossary
References

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