Metrics that MatterWill Critchlow

Distilled

@willcritchlow

London | 20–24 Feb, 2012 | #seslondon

I’m focusing on managing teams or agencies

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Who’s been bawled out for not getting enough links?

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Saying “just do it better” isn’t very helpful

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Step 1: have a plan

Side-note – get it signed off

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Watch how fast the sausages come out, sure

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But when stuff goes wrong(*)(*) and stuff will go wrong

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Realise that the metrics that matter are INPUTS(*)

(*) or the plan was a rubbish

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i.e. If the sausages aren’t coming out fast enough, it’s

this guy’s faultPicture: http://www.flickr.com/photos/somisguided/3396167043/

Here’s how I structure reporting:

• Activity• Output• Results

ActivityWhat have you done?

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Examples:hours spent, emails sent

(I like toggl.com)

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OutputHow’s the plan going?

Is all the activity creating the desired outputs?

(This is actual outreach data from an email from our head of outreach)

Total Hours Spent As Team: 24.75Total Sites Reached Out to: 63Total Responses: 36Response Rate: 57%Number of Successes: 18Rate of Success: 50%

ResultsHow much money have we made?

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Get as close to the money as you can

(that’s really the others’ presentations)

Source/Medium Unique Visitors Revenue

google / organic 13,279 $42,910.90

(direct) / (none) 9,487 $18,149.00

Oh, and show what’s holding you up

(excerpt from a real email from a PR company we worked with)

Note: WC provided additional editorial content for BBC online feature – chasing next steps from journalistAction: Metro interview to be re-scheduled ASAP – LG continuing to liaise with journalistNote: WC provided content for first Bnet featureAction: WC to provide summary paragraph for end / LG to forward to journalist – ASAP

Discovering problems (normally):

• Results• Output• Activity

Fixing problems (always):

• Results• Output• Activity

You can know things are going wrong well before you’re sliding along on your arse

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Focus on leading indicators of success (or failure)

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“Ontrackness”

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Soft metrics:“Do people like it?”

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Summary – these are the metrics that matter (IMO):

• Activity• Output• Results

Will CritchlowFounder, Distilled

www.distilled.netwill.critchlow@distilled.net

@willcritchlow