Measure What Matters Part Four

In chapter five of Katie Paine's "Measure What Matters" she talks about the three-part social media
revolution. Two out of the three parts I completely agree with and one that surprised me. I thought these revolutions were interesting enough to share!

1. Timelessness has been redefined: Redefine "Now"

• In the past responding to a customer (more than likely an angry one) in two to three days was accepted, but not anymore.
• Timely today means dealing with a problem or situation before it goes viral.
• Not being "timely" can destroy a company's reputation.
• Brand monitoring is a must to be timely.
• You need a rapid response plan set up in advance.
• My thoughts: I still think that two to three days is acceptable even if I am furious with a company. I guess response time could depend on the platform used to reach out to the company, but they receive comments, questions and complaints at a large scale daily, so to me, an instant response or anything quicker than 2 days isn't something I should expect. (unless what I said went viral within those first 24 hours)

2. The role of marketing and communication has been redefined: Redefine PR, advertising, marketing and corporation communication

• online access allows consumers to make decisions based on brands reputation and search results. 
• Decision Making Process 
• Find-->Observe/Lurk-->Participate-->Engagement-->Purchase/Act/Link/WOM
• People look at reviews before acting or asking family and friends. 
• Google searches: searches rarely start with the brand's name, instead they start with a category or problem.  (Ex: cheapest flights to Mexico)
• Organic beats paid: people are more likely to click on organic search results compared to paid links at the top
• Value of advertisement is declining and the value of friendships, contacts and engagement is increasing
• My thoughts: 
• Engagement is KEY
• Build a good reputation 
• It's key to pop up on the google searches that don't include your brands name
• REVIEWS ARE IMPORTANT

3. Most definitions of success are irrelevant: Change how we quantify success

• Marketers thought success was equal to large amounts of impressions on eyeballs. 
• It was based on the thought if the product is exposed to enough eyeballs it would convince people to buy it. 
• In social media it is impossible to track or count the number of people that have seen the content
• It's better now to measure success based on relationships and the amount of engagement with consumers or audience. 
• My thoughts: Customer relationships and engagement is the key to success.