Measurement: Best Practices in Turning Insight into Action

Paul Dunay Financial Services Marketing Leader, PricewaterhouseCoopers

Posted on May 23rd 2014

Measurement: Best Practices in Turning Insight into Action

ImageThis week I moderated another webinar from the Social Media Today Best Thinker webinar series, this time on the topic of Measurement: Best Practices in Turning Insight into Action. This webinar was sponsored by BrandWatch. The webinar included a great group of panelists: Will McInnes the Chief Marketing Officer for BrandWatch, Travis Bernard the Audience Development Manager for AOL, Steven Burchett a specialist in digital insights and analytics for a large beverage brand.

Will started us off with a discussion of how to drive insights in today’s business ecosystem with an emphasis on where social fits into that picture. One thing that really resonated with the audience was the ability to use social data as a leading indicator for “intent to purchase” whether that means searching for the use of specific words or combinations of words or even mentions of two or more of your competitors. Bottom line is social media when used correctly can be a jump start to the sales process.

Travis took over and showed us how turn insights into action. One of his examples showed how by changing the frequency of posts (by a 4X factor) that engagement increased by 4 fold as well. That’s the first time I have seen a 1:1 correlation between post frequency and engagement. This naturally brought on a lot of questions about the type of posts and any tips on the creation of the perfect post as well as how Facebook is changing organic earned media.

Steven then completed the presentation portion of the program with his discussion of what is typically hidden in the numbers. He advocated making your reporting simple yet impactful so the reader can easily digest the insights. He also impressed upon the audience that your insights should answer these three questions: What? So What? Now What? which was well received and retweeted by the audience.

Now, if you have ever been on a Social Media Today webinar before, you know they are very “participant-driven” and we love to ask your questions of our panelists. Many of the questions from our audience revolved around topics such as: How do other companies create processes around specific comments/tweets? What’s the difference between social data and social insights? How do brands evolve their listening programs as they scale up?

If that piqued your interest, you will want to hear the replay of this webinar, please check out this link. Otherwise we hope you will join us on another Social Media Today webinar! The next webinar is on From Employee to Advocate: Mobilize Your Team to Share Your Brand Content signup or it our just view the schedule of upcoming webinars here.


Paul Dunay

Financial Services Marketing Leader, PricewaterhouseCoopers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations.

Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012).

His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.

Marketing Darwinism, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.” 

Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.

Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.

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