Facebook, at last count, has 1.5 billion monthly active users. YouTube has 1.2 billion users (watching 6 billion hours of videos!). Instagram has an estimated 400 million users.
Those are some big gigantic numbers!
I believe that every human with time to spare, and a connection to the web, should be on social media. The benefits are numerous. Facebook allows you to stay close to people you choose to. YouTube has democratized entertainment and education. Instagram allows you to express your creativity, and soak up expressions from others. Twitter, Pinterest, Google+, others have a role to play as well.
But, what about businesses? Companies small and big? In India or Japan or the United States?
It comes down to two important questions: 1. Do the big gigantic numbers imply that your business should use these social media channels? 2. If yes, should your participation be the same as regular humans?
I believe that we have never answered the first question. Businesses were told: “The numbers are HUGE!” The second question was never answered either, but because all businesses know is how to pimp that became their default strategy.
The assumption is: Big Social Audiences + Big Pimping = Big Social Profits.
You know that of course because for your business, after five solid years of investment, this has not proven to be true. Even the people who powered your investment in Social Media, the Gurus, have, reluctantly, accepted this reality.
I believe that it was erroneous not to answer the two questions above, it was erroneous to be tempted by the Big Numbers and not understand how Social Media channels actually worked (streams, home pages, personalization, rankings and more).
So, let’s fix that error.
The difference between a Reporting Squirrel and Analysis Ninja? Insights.
As in, the former is in the business of providing data, the latter in the business of understanding the performance implied by the data. That understanding leads to insights about why the performance occurred, which leads to so what we should do.
Do you see how far away a Reporting Squirrel’s job is from that of an Analysis Ninja?
For one, I hope you see the massive investment in self-development of business skills required to have the foundation required to get to the why and, even more, the so what.
Pause. Reflect on the implication of that why and so what on your current skills/career.
I’m sure you came up with a set of actions you can take to evolve from a squirrel to a ninja, or, if you are already a ninja, how to become even more awesome at ninja’ness.
One of the actions that both clusters will come up with is the ability to communicate the insights you discover. Even if you have really amazing why and so what, I’ve observed many Analysts die at the last mile: Presenting their whys and the so whats, in the form of stories.
In fact 86.4% of all Analyst careers fail due to a lack of this critical last mile skill!
Ok, ok. I kid. I kid.
It is really 88%. : )
Tom Fishburne’s wonderful cartoon is here for another purpose.
We send out our multi-tab spreadsheets, our best Google Analytics custom reports, our great dashboards full of data , and more to the tactical layer of data clients. The Directors, the Marketers, the Optimization employees and our resident social media gurus. The valiant hope is that they will
There have been tons and tons of implementations around the world of my wonderfully profitable See-Think-Do-Care business framework.
This is immensely gratifying.
Over the last year, I’ve also worked with many companies to drive new and rapid innovation in their digital strategies using the framework. In the process, I’ve learned a whole lot more, evolved my thinking and refined the nuances.
In this blog post I want to share two strategic clarifications/extensions of my thinking about the See-Think-Do-Care framework. My hope is to better assist you in your own journey in using the framework to unlock imagination, build intent-based audience strategies, deliver joy to them and accelerate business profit.
And, just because I love you all so much, I’ll end with a little bonus. A thing three that shares optimally aligned See-Think-Do-Care metrics!
But, let’s start with the core intent of my post.
There were two key reasons I’d created See-Think-Do-Care.
I passionately dislike how most Marketers have become selfish – because most companies set deeply selfish goals for them!
There is a ton of pressure to show ROI, in 24 hours (!!). There is very little desire to “rock the boat.” There are ton’s of incentives to keep doing things the way they’ve always been done. There are loads of “studies” and business frameworks from the ancient Romans and early Greeks to “guide” decision making. We expect to shout via TV or Radio or on AOL.com and expect our customers to follow a specific “path” down the “funnel.”
Shove, shove, shove, them down the funnel, and shovel, shovel, shovel in the money!
I saw this wonderful cartoon by Marketoonist somewhere, it captures the essence beautifully…
It is not that companies are silly. Remember, there was little data
In a recent set of keynotes and consulting engagements in the US, UK and Canada, I’ve had an overwhelming feeling that in very fundamental ways some companies make imprecise choices when it comes to their digital strategy. Not because they don’t have enough money or opportunity or people. But, simply because their broader framing of what the problem was, and what their chosen solution would deliver.
The heartbreaking part of these, often innocently made, choices is any lack of meaningful progress in digitizing their companies. It saddens me deeply that they are not being able to take full advantage of all the new product, marketing, customer relationship opportunities in front of them. Because, I’m sure like you, I’m humbled by the immense opportunity digital presents.
This post covers five of these heartbreaking misses in the broader framing. My hope is that 1. You’ll understand what’s wrong in terms of the strategic choice being made and 2. Get an extremely clear sense for what the right choice is in each case. I’ve suffered enough bruises on the front-lines from trying to re-imagine the current and revolutionize the future across multiple industry verticals, countries, opportunity sizes. Consider this to be a collection of wisdom from those tough lessons – from wins and losses.
Since in almost every case the imprecise framing is strategic, the true consumer of this post is your boss’s boss’s boss. Sadly, we can’t get to them here. But, at least you and I can get on the same page and perhaps I can convince you to take our message to her/him.
Here are the digital myths that are leading us down a profoundly sub-optimal path:
1. Programmatic platforms are a
The world of digital analytics seems to be insanely complicated.
And, yes, some of it is. Third-party or first-party cookies anyone? And, are we tracking people, devices, web browsers or whoknowswhat?
But it is a lot less complicated than you might believe. No. Really. A lot less complicated.
I led a discussion the other day with a collection of people who were brand new to the space and some who were jaded long-term residents of Camp Web Analytics. When someone played the omg, it is all so complicated (!!) card, I took the opportunity to sketch a picture of the entire ecosystem to highlight that it really was not all that complicated. The process involved slowly laying out each piece of the puzzle and how it fit the piece next to it.
By the end of the exercise there was a lovingly simple picture, and a path to glory. In this blogpost I want to share that with you.
Regardless of your experience in the space, I believe you’ll find it to be of value. Even if you are in the super-jaded category, this will help you present something to your boss’s boss that will get them to finally understand what you do!
Our journey to understanding, dare I say nirvana, follow these steps:
Digital Analytics Ecosystem: The Core Elements
Digital Analytics Ecosystem: The Inputs
Digital Analytics Ecosystem: The Outputs
Digital Analytics Ecosystem: Optimal Execution: Three Phases
Digital Analytics Ecosystem: Optimal Execution: Timing Expectations
Doesn’t it sound absolutely exciting? It is. And along the way you’ll find helpful tips, links for deep dives, and a ravishing amount of new insights.
Ready? Let’s go!
Digital Analytics Ecosystem: The Core Elements