We all have our bucket list items. Whether it is jumping out of an airplane, running your own company or traveling around the world, there is a good chance you have several items you would like to accomplish before all is said and done. For me, one of those items is writing a book. I started down this path once before, but for a lot of reasons the time wasn’t right so I gave up the pursuit. Now that I’m back in Austin and more settled, the timing couldn’t be better to pick up the pursuit once again.
That is a lot of build up for me not to say what I am sure you have already guessed – I am joining Bob Pearson, Aaron Strout and Spike Jones in the WCG book club. What makes this even more exciting is that I am doing it with my good friend Ken Burbary. There are few people I respect more within the digital analytics, social media and digital marketing worlds than Ken, so when this opportunity arose he was my first call. What are we going to be writing about you might be asking? Well, digital analytics, of course! The title of the book is still being finalized, but the premise of the book is that companies are faced with a mountain of digital data that is largely underutilized.. Similarly, those same companies struggle to find and utilize tools that help them gather and analyze data. Those are just two of the items we will be tackling in this book. Some of the other issues we will address include:
- Measuring social media – We will be covering multiple digital analytics topics, but would be remiss if we didn’t tackle this 800lb gorilla in the room. Ken and I approach analytics from different backgrounds (but similar perspectives) so you should expect to see very practical social media measurement advice in this book. How do we create integrated measurement plans? What are some metrics companies can use to measure success on paid, earned and owned channels? Is there more to the world of measurement than ROI? These are just some of the social media questions the book will answer.
- Elevating listening within the organization – The first time Ken and I collaborated was back in October 2009 when we introduced the Social Analytics Lifecycle. The premise then was that listening data has utility beyond public relations and marketing, and I think I can safely speak for Ken when I say we still feel the same way now. That being said, the number of organizations capitalizing on listening data in this way is minimal. This book will give you some tips and tricks to elevate listening within your organization.
- Understanding, measuring and defining influence – This isn’t a book on influence, but to not tackle some of the tools, processes and algorithms available on the market would be a missed opportunity in our opinion. There is a lot of misunderstanding about this topic and our hope is that we can turn the boat around.
- Paid media analytics – The book is far from written, but there’s a very good chance that we will be preaching INTEGRATION throughout. While the world has been hyper-focused on social data (rightfully so in a lot of respects), we have missed an opportunity to bring in paid data to make the social story stronger. This is one of the many reasons I’m excited to be partnering with Ken on this book as he has spent the last several years focused on this topic.
That is just a quick sneak preview. We will be covering these topics and more in great depth in the book. For those of you wondering when it is going to be released, it is tentatively scheduled to be released in early January of 2013. Both Ken and I are very pleased to be working with Pearson on this title, especially after they successfully launched Jason Falls’ book several months ago.
I would be remiss if I left off perhaps the most important aspect of this book. Ken and I have decided to follow the lead of Michael Brito and donate the proceeds of the book to charity. Ken’s charity is the Reflex Sympathetic Dystrophy Syndrome Association, and mine is Superhero Kids. I’ll let Ken talk about RSDSA, but Superhero Kids is a local Austin organization whose mission is to provide funding for the Children’s Blood and Cancer Center of Central Texas to enhance the quality of life for patients and their families during treatment. I can’t imagine a more deserving local charity that assists kids with cancer.
There are too many people to thank for pushing me toward this pursuit. Needless to say if you are one of them, you’ll be hearing from me throughout this process with a word of thanks. We’re looking forward to this book, and hope you are looking forward to reading it.