If you haven’t heard of our 9 triangles framework and how we utilize it, here are some insights into how we plan campaigns and then show others. If you already know, this a good refresher.
We use the first triangle on the business level, Optimize & Iterate, on every campaign we touch. The 3 points are Metrics, Analysis, Action, or MAA. It’s how we gather our data, make sense of it all, and form our strategy.
We always back up our statements with facts. We’re not afraid to pull back the veil to teach others- which is another concept within the 9 triangles called Learn-Do-Teach, or LDT. We believe that if you can’t show growth through gaining knowledge, application of that knowledge, and how it applies to others for them to learn a lesson from your efforts, it’s not worth doing.
That’s why with MAA, we always show REAL numbers and changes- not just percentages with no context, and then we explain the data. From here, we’re able to tune our strategy accordingly.
Dennis Yu and Mari Smith came up with an analogy that involves piloting a ship or an airplane. Imagine if we can’t show an intended course with interconnected dots and lines, or if there’s no feedback from control inputs or sensor data– then we might as well have closed our eyes and magically teleported to our destination.
In contrast, we could simply guess what to do next, but that’s dangerous- like spinning the wheel of the ship/aircraft in hopes it will put us on course, which it likely won’t.
About the Author
Dennis Yu is the Chief Executive Officer of BlitzMetrics, a digital marketing company that partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone.
He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, CNN, Fox News, and CBS Evening News.
He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as the London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70-mile ultramarathon.
Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you.
You can contact him at email@example.com