I was in a meeting at Visible Technologies a few months back, sitting with a handful of "propeller heads" when Miles Ward, Director of Community Intelligence, floated the term "algorithmic recursive analysis" as part of his stream of conscientious and I swear I started to sweat and think I was unarguably the least qualified Sr. Manager in the room. No one else seemed phased. Leading up to Miles dropping his recursive bomb, terms like KPIs, EMI, ROAS, SEO, SEM, Reverse SEO, PPC, CRM, CMS, were being lobbed around by an extremely smart set of engineers and markcomm leads. Yet I was sitting there stuck on the term that I didn't know: algo something recursed what the? So I stopped the meeting and I asked the group, "What is algo recursive what did you just say Miles?"
After hearing the answer I made a point while at VT to never conclude an internal meeting without fulling understanding the wide sweeping set of acronyms that were being exploited by the propeller set. I also took it upon myself to create a crib sheet for us public school BA-types who needed to understand the full set of terms. My group at VT - Sales, Service and Strategy - needed to be able to translate this info for a much broader and simpler set of key stakeholders and clients. Daunting task. But necessary. If me or anyone else on my team couldn't translate and placate the understanding of our client set, then we were going to set ourselves up to surely fail. We needed to educate, support and make high paying clients not only smarter in the SM space, but we also needed to make sure they understood VT's methodology and technologies. Mr. MIT meet Ms. UW and Mr. Chico St. Daunting task indeed.
Providing clients that basic, intrinsic understanding of all things business intelligence, propagation of messages and campaigns, recursive analysis, algorithm-influenced influencer factors, and how to navigate VT's SAAS (software as a service), became my #1 objective across 35+ clients. So yes, I started sleeping less and sweating more than usual.
The payoff was grand. My evolving understanding led to a broader, sometimes in the clouds understanding of how SM works, why it works, when it works, and a sense of the overarching pitfalls of not obeying the key principles of SM. In my learning, I gave credence to the following key themes:
1. To be successful as a marketer in the world of SM, you have to monitor and learn from SM. If you skip this phase(s), you will lose
2. To be successful marketing in SM, you have to be very careful when you jump into a conversation or into a "skeptical" community
3. To be strategic and to fully maximize engagement tactics in SM, you must baseline everything, before you do anything. And the beauty with SM, is the ability to do just this at a nominal cost.
4. You can not divert from the general public's perception of your brand. NOTICE: I said you can not divert from the public's perception of your brand, not divert from your perception of your brand.
5. To be lucky in SM is to be lucky in life, business, and craps. When you roll the dice, no one knows what number will show and how those around the table (in the community or forum or blog sitters) will react and proact against your position, opinion or promotional message.
Algorithmic recursive analysis = when a math problem begets a math problem a few million times over to get to the very best answer. In essence, the term just means a math-led process ensures that the answer delivered (think of this like a Google search query) is the best answer possible within the constraints of the time afforded.
Yes, SM-talk can be confusing. Make sure you have a qualified instructor lead you through the minefield. A little hand holding and general counsel while you become more educated and competent will pay exponential dividends.
Saint St. was formed by a core group of friends and peers who believe in the power of Social Media. The group also values strategic planning and the need to measure the heck out of every key action or interval associated with a particular campaign or initiative - from beginning to end. And then measuring effectiveness based on a pre-determined set of KPIs and operational metrics. It's the only way you can truly judge effectiveness.
Recursive analysis = not settling for just "ok" ROI