Metrics that Matter

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My presentation to SES London 2012 - metrics that matter

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Metrics that MatterWill Critchlow

Distilled

@willcritchlow

London | 20–24 Feb, 2012 | #seslondon

I’m focusing on managing teams or agencies

Picture: http://www.flickr.com/photos/zilpho/2964153404/

Who’s been bawled out for not getting enough links?

Picture: http://www.flickr.com/photos/localjapantimes/4765784173/

Saying “just do it better” isn’t very helpful

Picture: http://www.flickr.com/photos/huf/3979644185/

Picture: http://www.flickr.com/photos/topekalibrary/3513847230/

Step 1: have a plan

Side-note – get it signed off

Picture: http://www.flickr.com/photos/speakingoffaith/3514709815/

Watch how fast the sausages come out, sure

Picture: http://www.flickr.com/photos/somisguided/3396167043/

But when stuff goes wrong(*)(*) and stuff will go wrong

Picture: http://www.flickr.com/photos/db0yd13/3085020258/

Realise that the metrics that matter are INPUTS(*)

(*) or the plan was a rubbish

Picture: http://www.flickr.com/photos/somisguided/3396167043/

i.e. If the sausages aren’t coming out fast enough, it’s

this guy’s faultPicture: http://www.flickr.com/photos/somisguided/3396167043/

Here’s how I structure reporting:

• Activity• Output• Results

ActivityWhat have you done?

Picture: http://www.flickr.com/photos/soldiersmediacenter/6214677360/

Examples:hours spent, emails sent

(I like toggl.com)

Picture: http://www.flickr.com/photos/topekalibrary/3513847230/

OutputHow’s the plan going?

Is all the activity creating the desired outputs?

(This is actual outreach data from an email from our head of outreach)

Total Hours Spent As Team: 24.75Total Sites Reached Out to: 63Total Responses: 36Response Rate: 57%Number of Successes: 18Rate of Success: 50%

ResultsHow much money have we made?

Picture: http://www.flickr.com/photos/59937401@N07/5929622407/

Get as close to the money as you can

(that’s really the others’ presentations)

Source/Medium Unique Visitors Revenue

google / organic 13,279 $42,910.90

(direct) / (none) 9,487 $18,149.00

Oh, and show what’s holding you up

(excerpt from a real email from a PR company we worked with)

Note: WC provided additional editorial content for BBC online feature – chasing next steps from journalistAction: Metro interview to be re-scheduled ASAP – LG continuing to liaise with journalistNote: WC provided content for first Bnet featureAction: WC to provide summary paragraph for end / LG to forward to journalist – ASAP

Discovering problems (normally):

• Results• Output• Activity

Fixing problems (always):

• Results• Output• Activity

You can know things are going wrong well before you’re sliding along on your arse

Picture: http://www.flickr.com/photos/edwardk662/3875428370/

Focus on leading indicators of success (or failure)

Picture: http://en.techorange.com/wp-content/uploads/2011/11/Picture-4-425x313.png

“Ontrackness”

Picture: http://www.flickr.com/photos/jeffcovey/3771680423/

Soft metrics:“Do people like it?”

Picture: http://www.flickr.com/photos/pasukaru76/4892378102/in/photostream/

Summary – these are the metrics that matter (IMO):

• Activity• Output• Results

Will CritchlowFounder, Distilled

www.distilled.netwill.critchlow@distilled.net

@willcritchlow