Philip Sheldrake

Tag: social media (page 2 of 2)

30 June 2011 / 2 Comments

Social media measurement and the Influence Scorecard – HWZ Social Media Conference

I've just arrived in Zurich at HWZ (Zurich University of Applied Sciences in Business Administration) for today's Social Media Conference. I'm delighted to be keynoting at 1.30pm, and here's my presentation.

I know... it's a bit text heavy in parts. @gabbicahane has already pointed that out to me. I protested that for a slidestack to make sense to those people who are interested but who cannot make the conference, it needs to have more context than some beautiful pictures and seven words per slide.

Always ready with a smart answer, he suggests I have two stacks in future... one for the presentation, one for slideshare.

Is there an app for that?

The Business of Influence – Measurement

15 April 2011 / 1 Comment

My book, The Business of Influence, is out today

Today's the day!

It's ready for delivery in the UK today, and pre-order in other parts of the world. For those of you tweeting about availability in the US, currently listed as mid-June by some bookstores, Wiley tells me it should actually be with you mid-May. Thank you for your interest and patience.

What's it about?

The Business of Influence: Reframing Marketing and PR for the Digital AgeThe Business of Influence is a rethink.

It's about improving the capabilities of organisations to design and attend to the way in which all aspects of its operations influence stakeholders, about making sure stakeholders influence it, systematically, and about how well competitors are attempting the same. It focuses on influence as the common denominator of marketing and public relations and related activities such as customer service, sales, product development and HR, and therefore the basis for redesigning these and interconnecting them.

The book introduces the Influence Scorecard, named in homage to the dominant framework for business performance management, the Balanced Scorecard. The Influence Scorecard then is a subset or view of the Balanced Scorecard containing all the influence-related key performance indicators (KPIs) stripped of functional silo, and it may extend beyond the Balanced Scorecard should a greater operational granularity of metrics be demanded by the influence strategy.

The Influence Scorecard is a new framework for the 21st-century designed to help organisations focus on what matters rather than continue to carry the baggage and inefficiencies that come part and parcel of the typical 20th-century marketing and PR structure and approach. It's a reframing in the context of 21st-century media and disintermediation, 21st-century technology, and 21st-century articulation of and appreciation for business strategy. Read more

29 March 2011 / 0 Comments

CIPR social media measurement guidance

CIPR social media measurement guidelinesThe AVE (advertising value equivalence) approach to PR measurement and evaluation was simple. And utterly wrong.

It’s a specious sum based on false assumptions using an unfounded multiplier and only addressing a fraction of the PR domain – a greater waste of time and effort you couldn’t hope to find.

Measurement and evaluation is essential, but requires real strategic understanding, diligence and perseverance. For me, it represents yet another distinction between the 21st Century PR professional and the 20th Century practitioner.

The CIPR launches its guidance on social media measurement today. As chair of the CIPR's social media measurement group, I'm particularly keen to learn what you think. I'm afraid it is no silver bullet, and that's simply because there will never be a silver bullet.

Here are the links:

To the social media measurement guidance page on the CIPR's website.

To the guidance PDF directly.

17 March 2011 / 8 Comments

What’s the ROI of social media?

I was delighted to have the opportunity to present my take on the ROI of social media to approximately 80 people yesterday evening at the Digital Publishing Forum. It seems this was a hot topic of interest; as well it should be.

I sought to put the topic into perspective with the following challenge. What's the ROI?...

  • Of the latest rebrand?
  • Of the office refurb?
  • Of the internal communications activity?
  • Of the training and development programme?
  • Of the upgrade to Windows 7?
  • Of the new standard issue smartphones?
  • Of the stakeholder engagement via social media?

If you'd like to see where we went from there, here's the presentation:

The ROI of social media

Thanks to Julia Lampam (@JuliaLampam) for the invitation to speak.

14 July 2010 / 0 Comments

An interview with Brian Solis

Brian Solis at Affiliate Summit East 2009
Image by affiliatesummit via Flickr

I interviewed Brian Solis for the CIPR's website recently. Brian is one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist and futurist, Solis helps practitioners get to grips with the effects of emerging media on marketing, communications and publishing.

His perspectives are well worth a listen:

Brian Solis interview 20th June 2010

One quote I'd pick out is this:

PR used to be right there at the top, but we slipped into publicity and media relations and spin, and forgot the opportunity to steer and shape perception, just such an opportunity afforded by participation and engagement in social media.

Brian's conclusion on this issue are optimistic however. When I asked him if this was a renaissance moment for PR, he basically claimed it to be a renaissance moment for every discipline in the "socialisation" (or is that with a "z"?) of business.

9 July 2010 / 0 Comments

Friday Roundup – is social media good?

Is social media good? This is possibly one of the most interesting questions I've been asked in my consultants' capacity in recent times. Of course almost all media is now social, or has a social component. Take the BBC's Question Time? Sure, its live audience participation is social, but for the rest of us it's simply broadcast TV. But things have only got more interesting for the programme's fans as the Twitter backchannel has allowed us all to join the debate.

But is social media "good"?

I hadn't seen Stephen Waddington's post this week about the police effort to capture a killer-at-large in Northumberland when I was asked this question, but his description of "digital rubber necking" makes one pause for thought. For those unfamiliar with the phrase, rubber necking most often refers to those motorists who slow down to see some vehicular carnage, and it appears that Stephen isn't too enamoured of the social media equivalent. Indeed, I felt most uneasy reading that the killer's facebook page now has 17,000 members.

So, my answer? Read more

20 November 2009 / 2 Comments

Friday Roundup – Monitoring Social Media 09

The Monitoring Social Media 09 event this week was a 'standing-room-only' event. And I particularly enjoyed the presentations from Marshall Sponder, Giles Palmer, Brad Little and Katy Howell.

Here is a couple of points I made in my participation of the panel debating the future of social media monitoring.

Firstly, this sector will broaden its focus. I define social media as being a subset of the social Web, so the social Web = social media (blogs, facebook, twitter) + apps (tweetdeck, skype) + services (geo-location, social search) + the network (including the Internet of Things). Then things get really interesting!

Secondly, there are more than 70 vendors in this space, and commoditisation has effectively made data, indexing, simple analysis and pretty charts FREE. The conclusive step in this process will be Google's entry into social media monitoring, which I think might happen the first quarter of next year. Read more

9 October 2009 / 0 Comments

Friday Roundup – Monitoring Social Media 09

I thought I'd highlight some great contributions on the subject of mobile in today's MarCom Professional Friday Roundup, and then point you to an event covering a topic close to my heart, social Web analytics (my ebook on the topic is here).

So, first up, the ever vigilant Andrew Grill always points his readers to useful stuff. This time it's the latest publication from Bena Roberts at GoMo News, a collection of insightful essays on all things mobile.

And David Knowles aims to inject a dose of realism into the iPhone app craze. If you're intent on getting an app out there, here's what you should know about what's working and what isn't.

Monitoring Social Media 09 is bringing together social media monitoring experts and suppliers with PR and marketing professionals for a one-day conference in London on 17th November 2009. Speakers from Nielsen Buzzmetrics, Market Sentinel, Brandwatch, Edelman, The Conversation Group, and the UK's #1 PR blogger, Neville Hobson, will be discussing issues such as ROI, sentiment analysis, reputation management, infuence detection and data quality. (There's an early bird ticket until 17th Oct.)

I'll see you there.

Best regards, Philip and the MarCom Professional team. Read more

1 May 2009 / 0 Comments

Friday Roundup – night clubs and social media

Those of you with whom I've discussed social Web strategy, or even helped define and execute it, will know my analogy of the social Web with the social life of a typical city. For example, the Facebooks, MySpaces and Bebo's are the mega night clubs on the ring road. The blogs and small forums are the pubs and bars on the high street. The likes of Ning are the market stalls or local fair rides. The tweeting of Twitter is the chitter chatter in passing and over the garden fence.

And this isn't analogy for analogy's sake, this is a great way to orientate social Web newbies to the norms and expectations of social media, applications and services.

Take the example of participating for the first time in a Facebook group, or a business forum, or blog meme. Enough to make the most confident of net newbies hesitate.  Yet no-one enters a room buzzing with people they don't know and starts gobbing off immediately before assessing the etiquette and the tone of the conversation, so why do that online? Social media newbies just need to look out for the analogous sort of things to which they are so naturally accustomed offline.

Offline - is drinking from the bottle acceptable? Online - is proper punctuation and spelling expected?

Offline - who's got gravitas, attracting people around them? Online - whose point of view is attracting the most comment, the most feedback and interaction? Read more

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