Metrics for Social Media Success
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- Lydia Booker
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1 Metrics for Social Media Success
2 Why did Facebook go public? Because they couldn t figure out the privacy settings, either.
3 Obstacles to measuring 30% of the respondents pointed to "dedicated resources. 25% selected "don't know what to measure. 20% selected "social media measurement isn't primarily about ROI."
4 Source: Altimeter Group, July 2012, Social Media Cookbook, 71 respondents of top US Brands
5 Source: Altimeter Group, July 2012, Social Media Cookbook, 69 respondents responsible for social media measurement for top US Brands
6 Today s Workshop Are you ready to create a social media plan that works for you *and* your constituents? During today s workshop we ll help you: Identify the right social media for your strategic organizational goals What to measure to understand social media impact Tie it all together with the KPIs to track We ll break into small groups to put what we ve learned to immediate use. Each participant will leave today s workshop with your own worksheet to help you get started on the right way to measure social media that makes a difference for your organization s mission.
7 HOW TO USE SOCIAL MEDIA FOR YOUR STRATEGIC GOALS
8 I d like to have a Venti, sugar-free, non-fat, vanilla soy, double shot, no foam, extra hot, Peppermint White Chocolate Mocha with light whip and extra syrup Please.
9
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11 WHAT TO MEASURE TO UNDERSTAND THE IMPACT ON YOUR STRATEGIC GOALS
12 Source: MDG Blog, mdgadvertising.com
13 Business Goal Insights Metrics Actions Brand Health Sentiment How people feel about your brand Frequently shared topics Words & qualities associated with your organization Sentiment over time Source of positive, negative, and neutral sentiments Highest performing terms and topics Top keywords Top shared, liked, RT ed How to track Crisis plan C-Suite Reporting Use results agency-wide Marketing (Exposure) Promote your brand and/or programs Deepening existing relationships Access point for new relationships Top keywords Shares Likes New Subscribers Google Analytics Referrals from social media to website Include social media in all marketing programs Make adjustments based on social media feedback or KPIs Feedback & Collaboration Learn what inspires and motivates your social media audiences. Be transparent Engage in dialogue versus pushing your agenda Survey responses Likes Comments Shares New Subscribers Regularly test key topics Use data and insights collected in overall communication plan Measure supporter social media engagement Community Offer a place for sharing and support among your supporters New Subscribers Posts Comments Shares and RT s Likes Monitor for content (especially medical) Look for trends Promote participation Advocacy Mobilization via links Petitions Show legislative might Petition signatures New addresses Shares Advocacy forms completed Clicks to Micro-site Referrals to coalition Measure campaign as well as long term efficacy Revenue New leads Donations Event registrations Donation conversions Event registrations New addresses collected Convert to long term supporters Run three to four campaigns a year Replicate effective campaigns Learn from mistakes
14 TOOLS FOR TRACKING
15 Source: MDG Blog, mdgadvertising.com
16 Source: MDG Blog, mdgadvertising.com
17
18 Business Goal Social Media Platform Metrics Measuring Tools Brand Health How people feels about your brand Words and qualities associated with your organization Major topics Marketing (Exposure) Promote your brand and/or programs Deepening existing relationships Access point for new relationships Facebook Twitter Blog You Tube Listening & Monitoring Facebook Twitter Blog You Tube # of Fans # of Comments, Shares, Likes Sentiment # of Followers # of Retweets and Replies Sentiment # of Followers # of Inbound Leads # of Referrals to Website # of Comments Sentiment # of Views # of Comments # of Shares, Embeds, Favorited Sentiment (how many ratings) # of mentions Sentiment # of Fans # of Comments, Shares, Likes Sentiment # of Followers # of Retweets and Replies Sentiment # of Followers # of Inbound Leads # of Referrals to Website # of Comments Sentiment # of Views # of Comments # of Shares, Embeds, Favorited Sentiment Facebook Insights Page Post Planner Twitter Tweetdeck Spredfast Tumblr WordPress Blogger Feedburner (to measure RSS Feeds) Google Analytics (for referral traffic) Technorati (global statistics) YouTube Commercial social media tracking (Hootsuite, Spredfast) Radian6 By hand on each platform Facebook Insights Page Post Planner Twitter Tweetdeck Spredfast Tumblr WordPress Blogger Feedburner (to measure RSS Feeds) Google Analytics (for referral traffic) YouTube Commercial social media tracking
19 Business Goal Social Media Platform Metrics Measuring Tools Community Offer a place for sharing and support among your supporters Ning Flickr Pinterest You Tube ListServs such as Google Groups, Yahoo Groups, LinkedIn, icontact) Instagram Meet-up SurveyMonkey # of Posts # of Comments # of Visits # of Shares Direct Feedback via survey Views Comments Favorites Referrals Donations Likes Repins # of Views # of Comments # of Shares, Embeds, Favorited Sentiment (how many ratings) Posts Responses Engagement rate Posts Responses Response rate Quantitative Responses Qualitative Responses Ning Analytics Google Analytics SurveyMonkey Flickr Technorati Hootsuite, Spredfast Google Analytics (referrals) Pinterest Pinreach Pinfluencer You Tube ListServ Analytics Instagram Simply Measured Meet-up Analytics Tools SurveyMonkey
20 Business Goal Social Media Platform Metrics Measuring Tools Feedback & Collaboration Learn what motivates and inspires your supporters. Be transparent. Engage in dialogue versus push Revenue New leads, Donations, and Event registrations Facebook Groups SurveyMonkey Facebook Twitter Blog Pinterest # of Members # of Posts by Members # of Visits # of Responses Response Rate Quantitative Responses Qualitative Responses Donation conversions Event registrations New addresses collected Click-throughs Retweets Donation conversions Click-throughs to your website or donation site Sign-ups and ultimate conversions Donation conversions Donations Facebook Insights SurveyMonkey Facebook Google Analytics Donation Software Analytics Links to your donation software Google Analytics Donation Software Analytics Google Analytics Donation Software Analytics LinkedIn Donations Google Analytics Donation Software Analytics
21 Business Goal Social Media Platform Metrics Measuring Tools # of signatures Care2 Increase in housefile Care2 # of conversions # of signatures Change.org Increase in housefile Change.org # of conversions # of actions taken Salsa Shares Increase in housefile Salsa s Analytics Tools Donations (if applicable) # of actions taken Advocacy Shares Convio or Blackbaud s Convio or Blackbaud Increase in housefile Analytic Tools Donations (if applicable) Mobilization via links, Petitions, Show legislative might CapWiz PopVox Nationbuilder # of actions taken Shares Increase in housefile Donations (if applicable) # of actions taken Shares Increase in housefile Donations (if applicable) # of actions taken Shares Increase in housefile Donations (if applicable) CapWiz Analytic Tools PopVox Analytic Tools Nationbuilder s Analytic Tools
22 Tool Example: Facebook Insights
23 Tool Example: Post Planner Insights
24 Tool Example: Google Analytics Referrer Log
25 Tool Example: Twitter
26 Mapping Worksheet
27 Break-out Session by Social Media Platform Facebook Blog Twitter
28
29 Conclusion: Question & Answers Social Media Measuring Workshop ConnectedNonprofit September, 2012
MATH. Social MEASUREMENT. Measure, track and analyze social media performance and business results. Social Business Textbook
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