Measuring Social Media Content: Effectiveness and Engagement

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1 Debra Askanase Measuring Social Media Content: Effectiveness and Engagement Presented by Debra Askanase Engagement Strategist NTEN Data Summit September 13, 2012

2 About Debra Askanase

3 Today s session I. Start with the basics of goals and conversation II. Know what you need to measure, and how III. Putting it together: ROI measurement case study IV. Breakout groups V. Report-backs VI. Bonus feature: DIY Google Analytics dashboards

4 Social Media Creates Move to The social media activity funnel Trust Action Engage

5 Know your SMART Goals Specific Measurable Attainable Realistic Timely Design your social media activities to meet your org or programmatic goals: resource awareness membership fundraising activism sign up for a program

6 Find the conversation first

7 Define your goals Develop content and data points Post to social media channels What content does not engage? Measure key data points against goals Optimize that content! What content engages?

8 2012 Wildfire study: engage brand advocates (+ build community) brand pages that are very effective at engaging advocates were 3x more engaging across the board and would grow 13x more than the typical active Facebook Page over a year. Brand advocates bring in an average of 1.3 new people each Superfans-5-Best-Practices-for-10X-Greater-Fan-Growth-on-Facebook&pid=811

9 Know what you need to measure

10 Value of measurement

11 Social media content data: measurement 1. Is the conversation compelling measure engagement Google Analytics, especially social analytics Facebook Insights YouTube Insights bit.ly clicks and Twitter RTs comments and shares 2. Stakeholder Insight measure who cares Crowdbooster (Twitter), FB posts, YouTube comments 3. ROI are they going there measure impact based on goals Google Analytics Inbound landing page measurement

12 Is the conversation compelling? FB

13 Is the conversation compelling? bit.ly

14 Is it compelling? Track RTs (Crowdbooster)

15 What content resonates? And why?

16 What content resonates? And why?

17 (free) data measurement resources Facebook Insights (PTAT) YouTube Insights (shares) Bit.ly clicks Twitter RTs Pinterest repins Simply Measured Crowdbooster Google Analytics

18 Content depends on fans caring: Measure who cares

19 Twitter followers: Crowdbooster

20

21 ROI: Are they going there? *Use Social Sources in Google Analytics

22 ROI: Are they going there? * Use Advanced Segments in Google Analytics

23 A sample metrics dashboard for you to use. Find online at racking

24 ROI measurement case study

25 Summer communications 2012 SMART Goals: 1. Increase parent satisfaction with communication 2. Earlier re-enrollment 3. Increase tour interest 4. Internal culture: implement a few core social media tools, test messaging, tweak Identify and build the (summer) conversation: 1. Be part of the camp experience: parent/alumni 2. Value of a (Jewish) community and friendship 3. Test content for year-round conversations

26 Content that resonated Facebook: 1. Alumni events and mentions 2. Behind the scenes videos of events, special moments 3. Images of camp activities, especially camp traditions Blog: 1. Director reflections on community and traditions 2. Alumni events 3. Less successful: Jewish values reflections

27 What content resonates? And why?

28 380 Likes at the time

29

30

31 Types of posts on Facebook

32 Digging even deeper into reach *Using Facebook Insights

33 ROI: Calls to action

34 ROI: Calls to action

35 ROI: Calls to action

36 What we learned 1. Fan demographics do not equal participation demographics 2. Not all top content is equal 3. Demographics change frequently stay on top of them 4. Fans share video, photo content much more than others, though they view many types. Will also share compelling blog posts. 5. Higher engagement on FB translated to higher CTR and open rates in newsletters, and blog readership

37 How we used it to optimize content 1. More content aimed at older audiences, more behind the scenes content 2. More frequent posting 3. More photos and especially more video 4. Experimented with adding photo collages, different types of photo albums, video documentary vs. video footage of events 5. Popular FB content inspired corresponding blog posts 6. Added photos to announcements and blog posts

38 Summer communications 2012 Successes: 1. Early survey results: parents very satisfied with comms 2. Growth of FB Pages to 1600 fans, 3600 visitors 3. FB PTAT average 20% during the summer camp season 4. Early survey results: 85% read and liked blog content 5. E-newsletters: 74% open rate, 40% CTR 6. Parent satisfaction survey: 45% completion rate, compared to historical 25-30%. 7. Staff became comfortable with using social media, and even enjoyed it!

39 Small group work: pick one to two questions 1. What are your social media SMART goals? 1. What content resonates/does not resonate with your audience? Why? 1. What are you NOT measuring that you want to measure in order to meet your goals?

40 Report backs

41 Actionable next steps Know your SMART Goals Understand your own Venn Diagram Mine content data: identify top-engaged content, who s engaged, and to what extent Create a list of 5 things you ve learned about how your content resonates and inspires action Find the measurement tools you need to capture the data you want Set up a measurement dashboard Set up Advanced Segments for social media sources in Google Analytics or a custom GA Dashboard What s next? Create a plan optimize your content!

42 Content is for building community

43 I m always available to answer follow-up questions! Website: communityorganizer20.com Blog: Linkedin: linked.com/in/debraaskanase Other slides: slideshare.net/debask Telephone: (617)

44 Added bonus: DIY Google Analytics dashboards in less than 5 minutes!

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