i can measure that.

a geeky strategist from pdx.

Content and context may be king, but your user is my priority.

Who are they? Demographics, family, finances, values, behaviors and preferences.

Where are they? On Facebook all day. Using their Samsung Galaxy to look up prices at Best Buy.

What are they doing there? Information seeking. Emotionally disclosing. Looking for social support. Always a combination.

Now, take what you know & reconsider.

Novelist Kenneth Patchen writes, "I have forgotten my mask and my face was in it." 

Who do they want to be?

Where do they want to be?

I do my homework, by way of audits:

1. Do Tell

Share context, channel priorities & marketing objectives. Tell me about the masters we serve: overzealous sales team, the board, a founder or CEO.

2. Quantitative

Give me your Facebook Insights, your Google Analytics, your Constant Contact and Curalate log-ins (you can remove permission as soon as I'm done).

3. Qualitative

I'll do conversation analysis. Identify content catalysts and trends in user behavior, and map those back to the numbers.

3. Competitor & Industry Overlay

What's everyone else doing? How do you stack up?

4. Recommendations for Optimization

Define your point(s) of differentiation

You have the best 

You have the only

You have the smallest

You have the biggest

Want a ubiquitous brand? I'm not your girl.

Plenty of smart people want it too. Even a former boss of mine, whom I quite admire, touts her media agnostic approach.

Ubiquity is often associated with the idea that by repeating a marketing message or experience across platforms we might yield a greater effect. If I say it louder and in more places, maybe people will like it? 

Let's just call this misnomer what it is: amplification. redundant. lazy. 

I'd like to think we can do better. And my approach to campaigns, to channel integration and consumer activation is rooted in two things:

narrowly defined user base

talk to everyone and you talk to no one; respect the user need-state and expectation for this space

complimentary experiences

Most people go hard to launch date, thinking that's when the work ends. those people are idiots.

Testing should be ongoing. A/B split test is my preference.                         

Optimization should be frequent. Facebook ad creative hits its peak three to four days in. Other channels see their spike and subsequent demise even faster. So kill those babies.

Mister Twitter CEO says it nicely:

I read a lot of social experts talk about the one way or the right way or the new way to measure. Lots of them say digital and social and consumer pathways that don't end in purchase are immeasurable. 

1. why do i measure?

measurement isn't about numbers. it's about a story. and it's about optimization. to improve a user's experience and a brand's efficiency and resonance.

2. what do i measure?

the folds. measure at the seams. the most interesting and important places to measure are the touch points between two people, two messages, two channels. think Facebook EdgeRank. 

3. how do i decide what to measure?

as i set out to design an experience, i play out two situations:

what would this look like if we killed it? e.g. high entry thanks to low barriers, two easy clicks to purchase, low or high time on page

what would this look like if we totally f*cked it up? e.g. clicks on your search or help pages, bounce rate, no response to your CTA

4. then what?

instead of digging out of mountains of data, find one or two metrics that tell the best story. if yours don't tell a good one on their own, add context. industry comparisons. pull in competitors for comparison.

your users. your channels. your messaging. your brand.

i can measure that.

i wrote.

mobile vs mobility

limitations of "social"

optimizing Facebook content 

an argument for UX in marketing

my geek crush on katie paine