Planning and Measurement

Planning and MeasurementLee Aase (@LeeAase)Mayo Clinic Center for Social Media

Strategy Best Practices Review

Create a strategy document

that includes goals and timelines.

Must be aligned with organization’s

general strategy while accounting for

digital particulars

Strategy Document: The Plan

Goals, Resources, Measurement:

Goals: Tied to mission of organization or unit

Resources: Human, technology, $$

Measurement: To reduce uncertainty about

strategic decisions

before and after

all you need, but only what you need – for

measurement and planning in general

Measurement Resource

Douglas W. Hubbard, How to Measure Anything: Finding the Value of “Intangibles” in Business

Measurement only matters in the context of

making or evaluating decisions

For every decision, you have a chance of being

wrong and a cost for being wrong

Confidence intervals vs. point estimates

A little measurement can deliver a big

reduction in uncertainty

Types of Measurement

Measurement methods that help planning:

Calibrated estimates

Rules of thumb, industry norms

Samples – The Rule of 5:

93.75% chance that the median of a

population is between the smallest and

largest values in any random sample of five

from the population.

“Mathless” CIs

Developing Your Plan

Start with your job, your organization’s

mission or a key organizational strategy.

What were you hired to do?

Why does your organization exist?

What has leadership identified as key to

future health/success?

How can social/digital tools help you

achieve these goals?

Abbreviated Planning Model

The planning process can be less formal when:

you have authority to act

you’re not asking for extra resources

the cost of being wrong is low

But thorough planning and measurement,

even when not strictly necessary, saves time

and effort if you need to make the case later.

Quick cost and benefit analysis:

Cost of shooting and editing: <$200 Cost of storage and distribution: $0 Value: NG pts/yr x % self-service x minutes/pt x

$/hr/60 = Value of time saved Increase in patient satisfaction/WOM Savings compared with formal video

production

Value calculation is crucial to avoid the mistake of not being aggressive enough.

Measuring the Social/Digital Contribution

Good News and Bad News:

More easily tracked than TV, radio, print, etc.

Key: deciding which measures are meaningful

Translating to bottom-line benefits and

meeting goal(s)

What can you measure?

Online presence: followers, friends, fans, connections

Engagement: likes, favorites, comments Clicks: visits to blog or website How do these actions translate into: Appointment requests Enrollment in educational courses Inquiries about joining clinical trials

Sampling and estimates can help.

Measurement to Improve Performance

Supporting better social media execution:

Types of content that generate engagement

Time(s) of day

Custom short domain clicks

Post length, number of hashtags

Continuous learning to reduce uncertainty

about what works best

What Not to Measure

Two types of measures that are wasteful or even harmful

Don’t measure what won’t change your actions

Don’t measure what is outside your “value”

chain

Questions?