Tag Archives: Guy Powell

Measure Up Podcast Series: Rossen Roussev


Over the next few weeks, in preparation for the Measure Up conference, we’ll be highlighting conversations focusing on marketing measurement best practices in a Measure Up podcast series. In today’s edition, Measure Up conference chair Guy Powell and Steven Groves, co-author of the recently launched book ROI of Social Media, interviewed Measure Up speaker Rossen Roussev.

Roussev will be presenting “Analytics Techniques: Media Monitoring and Reputation Analysis” in the MARKETING MODELING & ANALYTICS TECHNIQUES track on Tuesday, June 7th at Measure Up. For a sneak peek of the session, listen to the podcast here.

To learn more about Measure Up, visit the event webpage. Plus, follow us on twitter for continued updates @MeasureUpIIR.

We hope to see you at the conference this June ‘ Register with code MEASURE11BLOG for 15% off the standard rate. Register here.

Flashback Friday: Measure Up Podcast Series

In a new addition to our Flashback Friday series we are highlighting content from the 2010 Measure Up event to gear up for Measure Up 2011. Measure Up 2011, June 6-8 in Boston, MA will focus on return on investment (ROI) as it relates to online activities; specifically, Social Media.

Looking back at Measure Up 2010, we revisit our Measure Up Speaker Spotlight:
A 3-Tiered Model for Measuring Social Media Success and How Social Media Saved Pitney Bowes $300K ‘ An Interview with Aneta Hall / Pitney Bowes-Part 2
This post is co-posted with StevenGroves.com.
In episode 1 of the interview with Aneta Hall / Emerging Media Manage at Pitney Bowes (PB) and a presenter at the 2010 MeasureUp Conference in Chicago in March, we talked about the need to develop a sustainable effort and a need to provide guidance to the staff that supports the interaction with customers, prospects and stakeholders.

In this episode, Aneta talks with Guy Powell and myself about how the elements of a relevant online strategy for PB includes traditional elements, like before social media came to onto the scene, but now it has changed many of the ways PB structures campaigns to their audience.

Play / Download Aneta Hall / Pitney Bowes Episode 2 Podcast Here
(Have you entered our trivia contest yet? It’s not too late to win a copy of ROI 0f Social Media. Click here for details.)

Measure Up Podcast Series: Duncan Houldsworth of Time Warner Cable

This post has been cross-posted with our Community 2.0 blog.
Over the next few weeks, in preparation for the Measure Up conference, we’ll be highlighting conversations focusing on marketing measurement best practices in a Measure Up podcast series. In today’s edition, Measure Up conference chair Guy Powell and Steven Groves, co-author of the recently launched book ROI of Social Media, interviewed Duncan Houldsworth of Time Warner Cable. For a sneak peek at Duncan Houldsworth’s keynote session ‘In The Face of Fierce Competition; How Competitive Insight Can Drive Performance in a Multi-Channel World,’ listen to the podcast here. To learn more about Measure Up, visit the event webpage. Plus, follow us on twitter for continued updates @MeasureUpIIR. We hope to see you at the conference this June ‘ Register here!

Lead up to the IIR TDMR: Interview With Guy Powell Of DemandROMI, Inc.

This post is co-posted with The Green Book.

As a lead up to the Technology Driven Market Research Event (May 2-3, Chicago) I am conducting interviews with as many of the wonderful thought leaders that are presenting as possible. The plan will be to post 1 or 2 a week from now until the TDMR. This will be an eclectic mix of consultants, client-side research leaders, and senior MR supplier executives, but all hold one thing in common; they are on the forefront of utilizing (or developing!) new technologies to revolutionize what we think of as ‘market research’. We’re starting the series off by talking with Guy Powell of DemandROMI, (www.DemandROMI.com). Guy has spoken at many events and facilitated many workshops around the world. He is recognized as one of the foremost authorities on the issues of marketing effectiveness and how to use data-driven analytics to improve strategic and tactical marketing decision-making. I hope you enjoy reading about our conversation half as much as I enjoyed participating in it! LM: The concept of Marketing ROI seems to be a hot topic, but it has been slow to be embraced when it comes to applying it to market research. Why do you think that is? GP: Actually, the adoption of marketing ROI as a way to determine effectiveness and make better strategic and tactical marketing decisions has been accelerating. There are some sectors which are still behind the curve, but for the most part mid-sized and large corporations are well along the way of implementing various stages of marketing ROI. As for those companies not implementing ROI there are a few reasons: 1.) They don’t have the data 2.)They don’t know how, and 3.) They don’t want to reduce their advertising budgets in order to budget for the data and analytics it takes to develop a marketing ROI infrastructure. LM: What do you think are the major drivers of change in the market research space right now and what role is the focus on greater ROI and marketing performance metrics playing in that? GP: Market research is being inundated with new opportunities to gain insights into their consumers. With the various social media channels becoming mainstream, these channels offer very interesting ways to capture new insights on their consumer base. They also offer more recency and potential higher accuracy. These new insights have both a negative and positive impact on marketing ROI and performance. The bad news is that many marketers are using these metrics to look only at short term results (Last Touch Attribution) and ignoring the long term effects. Marketers are inundated with new data and now are looking at too many variables to manage their marketing effectiveness. They are using these numbers to make tactical decisions but may not be understanding the strategic implications of these short term actions. With many of these new metrics ROI can be quickly improved because they help marketers avoid the simple errors and can quickly improve their tactical capabilities. LM: So one of the limiting factors in developing an effective marketing ROI program is limitations in data analytics capabilities on the client side. Combine that with the issues of data overload and/or misapplication and it would seem to indicate an opportunity for market research to develop more of a business intelligence focus and work at a more core level with clients. What do you think? GP: You’ve hit the nail on the head for Market Research. Of course, there is some data overload, especially in the web side of things as well as in a few verticals, such as banking and financial services, but there is an enormous opportunity for Market Research to deliver highly valuable information for executives to make significantly better decisions. Unfortunately, the difficulty is in translating the data into information that can be acted upon, and this is where funding of market research and experimentation in market research is often lacking. LM: What is your vision of where market research will fit into client organizations in five years from now? Will it be more of a BI/IT centric function, more strategic marketing insights focused, or some other model? GP: Absolutely. Market Research can really deliver highly valuable, strategic information for marketers to support the business. The alternative to Market Research is shooting from the hip. And the bad reputation of analysis paralysis it has engendered in the past. Market Research needs new methods of how to ‘sell’ its services into the organization to continue to prove that their outputs are worth the investment in time (calendar time) and money. It also needs a scorecard of how well its research has delivered value to the business. They need to continue to sell their value to the organization in terms of past success. This is the area that can be of most value to the function of Market Research. LM: Wow, great point regarding MR needing to learn how to tell our own story and earn our seat at the table by proving the value of our product! I think that is particularly relevant to internal research departments within client organizations. I agree it is the right model for suppliers to aspire to, but I think the challenge there is changing the relationship with our clients. Often MR is viewed as a commodity and suppliers are just that: suppliers. There is little line of sight into outcomes on the client side or opportunities to be repositioned. Any thoughts on what market research suppliers can do to change that equation? GP: Not sure I can add much here. Because many components of MR are a commodity, the lowest bidder may only deliver the facts without the business interpretation. I guess that’s what you get when you buy things at least cost. LM: I understand, but do you think there is a path forward for MR agencies to change the model and get out of the commodity market? Any thoughts on where some potential opportunities to exist to change the rules of the game? GP: Unfortunately, after the last few years, organizations were purchasing the absolute minimum and this led to the commoditized approach. MR now needs to work towards getting the value add that the agency can provide by adding more to the decks to help them point out the key hot buttons in the results. LM: I think the issue of data actionability is a big one, and often MR doesn’t help the cause by delivering 100 slide PowerPoint decks that are rich in data descriptives but lacking in storytelling and implications, especially for busy C-Suite clients. If one of the key challenges is making market research (and business intelligence, marketing metrics, etc’) meaningful to clients to, what are some things that we can do to help make that happen? Is the solution more dashboard type reporting, integrated enterprise analytics, more of a consulting approach, a mix of those approaches or something new all together? GP: Yes, 100 slides is too many for a presentation, but are necessary for a deep understanding and supplemental reading. The business executive doesn’t have time to wade through the 100 slides, but the smart ones will read them off-line. So the challenge is to develop skills in delivering a 10 to 15 slide executive summary with 100 slides as supporting material for later reading at their option. The lower level brand team participants will need to have that level of understanding of what was found. Not an easy task. But I do believe the 100 slide deck problem is endemic in many disciplines. Wasn’t it Einstein that said that I would have made it shorter, if I had more time? LM: You’re moderating a panel debate on Social Media: Scientific Technology or Business Practice at the IIR Tech Driven Market Research event. What is your take on the subject and what do you hope for attendees to get out of the discussion? GP: Social media is changing so rapidly that opportunities may only be available for a short time. Facebook has certainly lasted and there are others that also have staying power. I think the key issues will be what new technologies will deliver opportunities for marketers over the next 2 or 3 years and how will smart marketers identify them. LM: What are your thoughts on the TDMR event in general? Why do you think it’s important to focus on understanding the current state of market research technology and what implications does it have for ROMI? GP: Technology is what will simplify and automate the collection of data. With that in mind, marketers will have better data and more things that can be measured in order to drive better strategic and tactical marketing decisions. LM: Agreed absolutely Guy. I am thrilled that you’re going to be participating at the Tech Driven Market Research event! Thanks for your time; it’s been great chatting with you and I’m looking forward to seeing you in Chicago in May. About Guy Powell: Over the last 20 years Guy R. Powell, based in Atlanta, GA, USA, has helped companies to connect all their marketing activities to their impact on sales revenue in senior level sales & marketing across the globe both on the client and consulting sides. As part of his current consulting activities he has trained and/or presented his findings and methods to thousands of marketers all across the globe. His company, DemandROMI, (www.DemandROMI.com) is based on helping marketers and business executives to take these critical concepts and implement them within his client organizations. His consulting career began ATKearney delivering strategic and tactical solutions to help companies fuel and maintain extraordinary growth. While at ATKearney he worked on a variety of wide ranging projects for both mid-tier and Global 100 companies in Europe, providing strategic assessments, business re-alignments and turn-arounds.Guy’s direct industry experience includes consumer package goods, financial services, digital electronics, high tech, brewery, frozen food, automotive, cable & wire, consumer durables, media & entertainment and many,many others. Guy has written several top selling books on marketing effectiveness; you can find those here Www.Marketing-Calculator.com, here Www.ROIofSocialMedia.com and here www.ReturnonMarketing.net. Mr. Powell’s educational background includes an MBA from the University of Chicago and a BSEE from Lehigh University. About the Author Leonard Murphy:
Lenny is a seasoned and respected industry leader with an entrepreneurial drive. He has been called a visionary and is renowned as an innovator. He has successfully established several companies in the MR space including Rockhopper Research, a leading full service global research firm and MDM Associates, a MR consulting firm, before founding his current companies: BrandScan 360 and his consulting practice LMC group (www.asklmcg.com). Mr. Murphy is a key consultant and adviser to numerous market research agencies, and works across the industry to drive the development of innovative research practices by developing strategic alliances with multiple ‘best in class’ providers. Lenny serves on the Board of The Market Research Global Alliance, the premier social network for the global MR profession. He is the Founder and Executive Director of the Research Industry Trends Monitoring Group & Publisher of the GreenBook Research Industry Trends Study, the oldest study in the industry devoted to tracking changing trends in MR. He is on the Advisory Boards of the Festival of NewMR and The Merlien Institute. He is also the Chairman of the IIR Technology Driven Market Research conference. Rounding out his busy professional life, he is the Editor in Chief of the GreenBook Blog. Lenny can be reached at lmurphy@brandscan360.com

Increase Touch and Engagement Using Social Marketing ‘ Scott Chappell / Sessions College Podcast Interview

This blog is co-posted with StevenGroves.com.

In this episode we talk with Scott Chappell, who is the Chief Marketing Officer for Sessions College of Design (Sessions.edu), and a presenter at the MeasureUp Conference in Chicago on March 10, 11, & 12th, 2010. Sessions.edu offers online classes for the design community from real experts (author, educators and others) in an asynchronous format, pairing student with instructors in a meaningful dialog about how to develop your design sense and knowledge of the industry. His presentation at MeasureUp is titled ‘Blog, Tweet, Repeat: How Social Media improved lead acquisition, sales and the lifetime value of your customers’ and in this episode, we get to meet Scott an find out about the Sessions.edu social media efforts.

Scott talks about how social media is used by Sessions.edu and how it has supported an almost 10 fold expansion of the number of monthly ‘touches’ with the Sessions Design College audience of prospective student, current students and graduated alumni. Scott explains how he has embraced the premise of Marshall McLuhan in that ‘the medium is the message’, but he cautions that too many contacts to an audience can cause them to disengage. In Sessions case, while social media has allowed them to dramatically increase the number of messages, the reality is that there needs to be quality and sincerity otherwise you run the risk of turning off the audience.

The biggest understanding that has come from the use of social media is that a successful launch has to be gradual and that he needed to segment the conversation to be able to increase the touch points. Sessions.edu established messaging in three different categories ‘ Culture, Industry & Sell. With this segmented messaging schema, Scott talks about how each has a particular characteristic and supports a conversation or connection in a specific area of the relationship with the audience. The recipients have been very open to the connections because each communication is about something different and Scott says it has ‘enriched the conversation’ and allowed the brand to flourish.

Under lessons learned, he cites trying to use every social tool for everything ‘ he’s come to recognize that the content has to match the discussion and the relationship you want to have with your audience. He suggests that your listeners, followers, and community members need to get something from the conversation and that is a more a function of the quality of the conversation and message than the quantity of messages delivered.

Play / Download Scott Chappell / Sessions College Episode 1 Podcast Here

To get our posts as they happen, follow us on Twitter (@ROISocialMedia) or subscribe to SocialMarketingConversations.com via email or your RSS Reader.

To support the effort in uncovering the ROI question in social media, we’ve set up a Fan Page at Facebook, and a LinkedIn Group. Come join us and let us know what the pressing issues are in your efforts to determine an ROI in your social media presence!

Empowering a Team and Thinking Outside the Corporate Box = Success in Social Media ‘ An Interview with Aneta Hall / Pitney Bowes ‘ Podcast Episode 3/3

This is co-posted with StevenGroves.com.

Our conversation with Aneta Hall / Emerging Media Manager for Pitney Bowes (PB) has been very informative to say the least.
If you would have told me a year ago that a 90 year old company would be an innovator in enterprise social media, I’m pretty sure I would not have believed you. After the time spent with Aneta, I can tell you that a 90 year old company is being really innovative in the enterprise deployment of social media and they’re showing a measureable ROI.
In the last two episodes we’ve covered elements of how PB has done it too. First, they approached it from an understanding that social media is not a set-and-forget proposition; they recognized a need for needed a sustainable program that at the same time, did not inhibit individual participation. They also understood that they needed to put some tools in place, watch key performance indicators (KPIs) and apply metrics, looking for the ROI; those efforts have led to a $300K saving in call-center deflections in a 3 month period.
I know that Guy and I are looking forward to connecting with her at the MeasureUp event in Chicago next month and to put a live presence with the enthusiastic personality she has shown in the podcast series here.
In this episode Aneta lets us know that while they do set certain measures and metrics in place, they are certainly open to evaluating them and updating policy as PB learns what actually makes a difference to their customers and to the bottom line. We open the discussion referring to the Twitter, Facebook and online forums that PB maintains, but Aneta tells us that social media at PB is not about an overarching corporate social presence. At the end of the day social media is about people connecting to people, and it needs to be a sustainable level of one-on-one social media interactions with PB employees taking the lead.Play / Download Aneta Hall / Pitney Bowes Episode 3 Podcast Here

Presented by:

A 3-Tiered Model for Measuring Social Media Success and How Social Media Saved Pitney Bowes $300K ‘ An Interview with Aneta Hall / Pitney Bowes-Part 2

This post is co-posted with StevenGroves.com.
In episode 1 of the interview with Aneta Hall / Emerging Media Manage at Pitney Bowes (PB) and a presenter at the 2010 MeasureUp Conference in Chicago in March, we talked about the need to develop a sustainable effort and a need to provide guidance to the staff that supports the interaction with customers, prospects and stakeholders.
In this episode, Aneta talks with Guy Powell and myself about how the elements of a relevant online strategy for PB includes traditional elements, like before social media came to onto the scene, but now it has changed many of the ways PB structures campaigns to their audience.
Play / Download Aneta Hall / Pitney Bowes Episode 2 Podcast Here
To get our posts as they happen, follow us on Twitter (@ROISocialMedia) or subscribe to StevenGroves.com via email or your RSS Reader.
To support the effort in uncovering the ROI question in social media, we’ve set up a Fan Page at Facebook, and a LinkedIn Group. Come join us and let us know what the pressing issues are in your efforts to determine an ROI in your social media presence!
Presented by:

Measure Up Speaker Spotlight: Aneta Hall, Pitney Bowes

Over the next few weeks, in preparation for the Measure Up Marketing conference we’ll be highlighting conversations focusing on marketing measurement best practices. Our first speaker is Aneta Hall, Pitney Bowes.

Read Aneta’s Podcast Transcript here.

This blog post is co-posted with StevenGroves.com.
Social media in the enterprise is creating a huge shift in many companies, but what happens when a 90 year old company decides to invest in a process of listening to their customers and actually letting them talk to one another?
As part of the series around the ROI of Social Media, and leading up to the 2010 MeasureUp Conference in Chicago next month, we interview Aneta Hall, the Emerging Media Manager at Pitney Bowes. She is a presenter at the 2010 MeasureUp Conference in Chicago, where her topic is ‘From Fear to Trust ‘ Employee Engagement in Social Media’.
Aneta introduces us to the processes Pitney Bowes (PB), as a 90 year old company, has adopted using social media to connect with prospects, customers, employees and stakeholders around their mail and information needs. The changes have driven real change in the various business units, particularly as in the last 10 years they have acquired a variety of businesses. PB now provides a broad range of solutions to the market, not only in mail instruments and document management, but also location intelligence, traffic pattern analysis, predictive intelligence, and relationship marketing. Aneta shares how sees social media technology supporting the ability to tell the PB story to the market.
The role of the Emerging Media Manger at Pitney Bowes is to help the organization understand and constantly analyze the evolving landscape of social media. In her role, Aneta teaches other how to use the technology and she often presents the model outlined in Chris Brogans’ awesome book, ‘Trust Agents‘. She also maintains the strategic roadmap for PB and is often glued to the PB Radian6 console, because of the value she places on listening to the conversation in social media versus trying to use social media as just another channel to broadcast the same messages used in traditional media.
Pitney Bowes is using the information Aneta manages for several of their business units. As you might expect, some are more advanced than others in their use, but most are looking to up their social media investment in 2010 and take advantage of what social media can provide.
The major topic she finds herself discussing with business unit leaders is in the sustainability of the social media effort. Aneta sees covering this issue as a key component of her work and that means the units find they need to invest in training, guidelines, tools and tactics that support users, and providing a ‘loose governance’ structure that does not stifle the conversation between PB and it’s audience.
To get our posts as they happen, follow us on Twitter (@ROISocialMedia) or subscribe to StevenGroves.com via email or your RSS Reader.
To support the effort in uncovering the ROI question in social media, we’ve set up a Fan Page at Facebook, and a LinkedIn Group. Come join us and let us know what the pressing issues are in your efforts to determine an ROI in your social media presence!

Measure Up 2010: Being an Innovator in Social Media; 1800Flowers.com Experiences ‘ an Interview with Lewis Goldman / 1800Flowers.com Episode 2/2

This post is co-posted with the StevenGroves.com website. Visit Steven Grove’s website here.

In this episode Lewis Goldman of 1800Flowers.com shares some of the successes 1800Flowers.com has had along with some of the lessons learned. The first is the booming growth in the adoption of mobile, their application for placing orders on a variety of mobile platforms is growing rapidly. Today you can use your Blackberry, Android, or iPhone to place an order from the 1800Flowers.com Mobile Gift Center in several categories for personal or business. 1800Flowers.com has not been afraid to try out new ideas has often been a first mover in many areas to stay connected to their audience and they try a lot of things, sometime uncertain of the outcome; case in point was the effort in creating a 1800Flowers.com store in the 3D social platform of Second Life, which they discovered was not the right platform at the time to connect them to their audience. A success is the development of the ideal customer model, which they have named ‘Tina’. Tina is the aggregate persona of the ideal 1800Flowers.com customer, which embodies the characteristics of the buying behavior they see in the market overall. Lewis shows us how they referenced Tina in the ‘Spot-a-Mom’ campaign leading up to Mothers Day in 2009.

Listen to the podcast here.
Download the podcast here.

Measure Up 2010: Social Media and e-Commerce: Fad or Fundamental Change? An Interview with Lewis Goldman of 1800Flowers.com

This post is co-posted with the StevenGroves.com website. Visit Steven Grove’s website here.

In this episode, we get to talk to Lewis Goldman of 1800Flowers.com. Lewis is a keynote speaker at the MeasureUp Conference (www.MeasureUpEvent.com) in March 2010 in Chicago. Guy and I were able to get a few minutes of his time before the event and find out how 1800Flowers.com is using and measuring their social media presence. Lewis shares a little on the background of 1800Flowers.com founded in 1976 by Jim McCann (still Chairman and CEO), who started the venture when he was looking to extend his income. They have been an mover in the online commerce space, even in the early days by support their customers by helping them ‘express and connecting with the important people in their lives.’ They do that by providing a quick and easy way to let people easily give flowers, chocolates and small gifts to one another using the phone or on the web. Jims topic at the MeasureUp Conference is titled ‘Social Media and e-Commerce ‘ Fad or Fundamental Change?‘ and he shares some of the points he will present in his presentation, all based on his 14-year background in online, ecommerce initiatives. He suggests that social media is not new and points out the community and ecommerce experience in the early days of the web ala Geocities and online networks. The difference today, he points out, are 2 key component differences – the demographics have changed on the web, and people are a lot more comfortable using ecommerce and accepting the recommendations of ‘trusted authorities’ from social media communities. He observes that the use of Facebook is the next step beyond the use of email, albeit with rich media components. He shares his own experiences in using Facebook to connect with friends and how he’s used the 1800Flowers.com product to extend a relationship and how the social media platform supports a more meaningful connection.
Listen to the first part of the podcast here.
Download the first part of the podcast here.