MeasurementCamp II - notes on the goodness

Another interesting and useful session with the MeasurementCampers (ahem) yesterday.

Each time (this was the second session) I really don't expect anyone to turn up: if you've organised a worky type event without tickets then you'll know the fear. Added to this, due to every other priority in life I'm pretty poor at getting the word out there: the odd tweet, maybe a lone blog post! And yet the quality of people joining the conversations is actually upsettingly good.

Relief to see just plain numbers, bodies on the ground, and then delight to see just who turned out!

We always kick things off with the well-worn and cheesey corporate tradition of introducing ourselves, what we do and why we came to MeasurementCamp. And as the spotlight moved around the room I was blown away by the breadth and intelligence of the contributors: we had reps from some of the best admired 'traditional' (sorry guys :) and Online PR firms in the country; we had reps from some of the leading measurement technology companies in the world; a couple of the smartest clients I've met yet in Dan Macquillan (Make Your Mark) and Helen Aspell (University of Southampton); a gaggle of social media planners and digital strategists;  one shiny podcaster; a smattering of SEO hats and an increasing number of people calling themselves social media agencies (what kinda silly person goes into that business?).

As usual we collaboratively suggested topics for work & discussion, and then hived off in little focused work groups to tackle those topics which motivated us most.

I think this time we had a group of Benchmarks and benchmarking, a group on What to Measure and another group of What to Measure, but with a different angle on it.

In the group I joined, benchmarking, we had aimed to find ways to help the industry benchmark successes in social media communications and marketing.

We quickly acknowledged that, with the help of the Diffusion of Innovation model, this being a new immature and evolving marketplace, those with the precious data on what worked, what didn't work and what some good yardsticks were would understandably be protecting such precious intellectual property, and that whereas in mature markets (say email marketing, or Direct Mail) information sharing was the norm, here, at the pioneering edges, such data was unlikely to be forthcoming.

What we moved onto instead was 'how to benchmark' to describe a simple flow that will allow clients and agencies to at least begin benchmarking themselves and developing their own IP in this area: a valuable asset for any organisation; and an important step towards the eventual goal of sharing such data.

The flow isn't exactly effing rocket science, but nonetheless I believe it'll help my team at least to have a point of reference and an explicit 'way to do this' on each project or campaign we work on.

And it shook out another interesting thread to the conversation: the range of tools available to do the 'snapshot' bit of the per-client-benchmarking exercise. So we then finished by getting down a long list of useful tools for measuring social media. There were some superb suggestions that I'd never heard of (Facebook Lexicon, searches Walls for key words - haven't yet checked it out, but sounds v.v.useful indeedy; a Yahoo Pipes tool developed specifically for this kinda malarkey) - brilliant. So all of this will be wikified. Which is the point of all of this: pooling knowledge; sharing resources; being useful, and so breaking important ground for all.

So what next for MeasurementCamp?

1. Momentum building
2. Wikifying everything
3. Building resilience around a core

1. Momentum building

This is about keeping things rolling.
About making our fancy big talk really *stick* by growing our wider base of contributors and fans of the project (we don't actually need more people at each session, but given that we all have different commitments and demanding work lives we need a certain critical mass to sustain us). And we want this work, this energy, and this collaborative approach to seed into the wider industry - in citations, in awards, whatever, buzz - I believe that's what it's called ;-) All because this will help achieve our goals - our goals of developing ever-better clarity around measuring social media so that we can improve the way organisations communicate with their stakeholders (which develops our businesses too) and accelerate the pace of this inevitable change.

2. Wikifying everything

This is about actually making a difference.
In small, face-to-face groups we create the sparks.
But by wikifying everything useful - processes, lists of resources, case studies - we create the roaring bonfire, the beacon that will help those we want to help. And we're getting better at this. There is a growing recognition that it's only *really* useful if it's comprehensible, meaningful and useful to those that have never sat at a small wooden table in The Coach & Horses, so our role is to contribute to the platform, our wonderful and blossoming wiki. So notes were taken, commitments were made - let's make it happen. (Indeed, hat tip to Helen from Dare, who made wonderful contributions on the day, and has already overhauled the wiki - thanks @helenium :) and also to Simon Quance from Hyperlaunch - thanks man - fuck me it's working!!! The wiki is ALIVE!!!! (Cue stormy music, seaweed on face, howling winds, and the drawn out groan of a very creaky door).

3. Building resilience around a core

This is about sustainability. In their inimicable way Chinwag brought the first conversations together, I suggested the idea whilst sat on the panel, and from there we kinda made it happen, together. To be resilient, to sustain, we need a hardcore, we need our own Wikipedians, the 1%ers that commit. And we've been very fortunate already with the influence and power (!) of our attendees, and I feel particularly grateful for Rachel Clarke, Adrian Moss, Helen Aspell and Anna Carlson who have been involved both sessions so far. (I've racked my brains for any others, if I missed you I'm terribly sorry, I am a little hungover if that helps ease the pain?). What I've suggested and can see happening is a core forming, some people who can help make the good stuff happening so that there isn't a single point of failure: this is a networked organisation, luvvies, ya? YA?!

So I'm running out of time here but I hope you get the idea.

Next event: Weds 4th June, 10 am - 12 pm, Coach and Horses (subject to them having availability)

Be there, or be a clueless big talking hippified no-tangible-proof social media 'it's not about measurement...oooh is that a UFO' muppet.

PS. Any feedback gratefully received on how we can make this even better either from real-world attendees or hidden farway interested parties, or general thoughts and next steps

Comments

[Jonathan Markwell]

Sounds fantastic! I'll make sure I get myself along to the next one. 4th June is now in my diary.

[Chris Reed]

Nice one Will. Fine shorts too;). Sorry to say can't make 4 June - actually going to the Social Media Influence conference that day (Mr Burmaster and Mr Mayfield among the speakers, as it happens)

http://www.socialmediainfluence.com/the-agenda.html

Check out the 12 - 12.30 slot ?!
Was serious about a beer/lunch too.

[Will McInnes]

Great Jon - be excellent to have your input :)

[Nathan Gilliatt]

There's a social media measurement roundtable in Toronto next week, discussing some of the same issues. You might want to follow what they're doing and compare notes.

[Sam Michel]

Sounds like there's real momentum behind MeasurementCamp. Have put the next date in the diary and this time, will definitely come along. Can't believe 'work' keeps getting in the way.

Almost salivating at the prospect of a comprehensive list of tools and benchmarking techniques on the Wiki. Bring it on!

Well done to everyone involved. Top stuff.