Meaningful metrics for social media

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Bertie Bosrédon, digital engagement and social media consultant
Digital impact conference
www.charitycomms.org.uk/events

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Meaningful metrics for social media

  1. 1. Bertie Bosrédon* Bertie Bosrédon* @cafedumonde http://bertie.fr . b@bertie.fr */bow-ray-dom/ CharityComms! 18 July 2013! Measuring engagement on social media!
  2. 2. * About me! n  BHF! n  Breast Cancer Care! n  Freelance! n  Amnesty International, Scope, Samaritans, Christian Aid, International Tibet Network, CharityComms! n  Podcast, teaching…!
  3. 3. * It was easier before…!
  4. 4. CMS   CRM   Donors  |  Events  |  Members   Stakeholders  |  etc.           Media   Poli;cal   contacts   Campaigning  tool   Campaign  emails   Pe//ons   MPs   Off-­‐line   capture   DM   agency   Email     Service     Provider   Retail   Research   HR  Volun-­‐ teers   Finance   Text  dona/on   Dona/ons  RG   Dona/ons  SG   Events   …   Charity  digital  landscape   Social  Media   Monitoring   Broadcas/ng   Survey   It’s complicated… Intranet  
  5. 5. * Owned media! Website! Email newsletter! Third party! Mobile !
  6. 6. * Bought media! Search! Banners! Cold list! Affiliate!
  7. 7. * Earned media! Online PR! Social Media!
  8. 8. * Some stats!
  9. 9. Source: http://www.fanalyzer.co.uk 35-65+ 37.1%
  10. 10. Every month, in the UK 
 184 million hours watching YouTube, average session 
 20 minutes! 2nd biggest search engine Source:http://www.newmediatrendwatch.com!
  11. 11. Source: http://www.guardian.co.uk/technology/2012/may/15/twitter-uk-users-10m Twitter has over ! 200 million users! UK 26 million! 80% mobile access !
  12. 12. * 100 million users! UK 11 million !
  13. 13. Source: http://www.experian.com Pinterest is the fastest growing social media site 2028% increase registrations
  14. 14. 11 million users! been there done that
  15. 15. 3.5 million users!
  16. 16. * After 3 weeks! 2,324 videos/hour!
  17. 17. * How do you choose?!
  18. 18. Source: http://www.guardian.co.uk/voluntary-sector-network/2012/oct/09/practical-guide-started-social-media
  19. 19. Guidelines! Training! Objectives! …!
  20. 20. * Listen! Engage! Measure!
  21. 21. * How to…!
  22. 22. * Tools! Sprout Social! Hootsuite! Radian 6! Hubspot! SocialBro! FollowerWonk! …!
  23. 23. £26! £39! £65!
  24. 24. £26! £39! £65! £6! £0!
  25. 25. * Listening!
  26. 26. * Engaging!
  27. 27. * Measuring!
  28. 28. Social media planner!
  29. 29. Social media planner!
  30. 30. * Digital Charity Benchmark! 39 charities! Metrics! Rule !! Measurable! Comparable! Meaningful! ! !
  31. 31. * Example of metrics! n  Social Media Number of followers on main Twitter account ! n  Number of fans on main Facebook ! n  Percentage of traffic from social media ! n  Percentage of traffic from Facebook ! n  Percentage of traffic from Twitter ! ! n  Number of new followers ! n  Number of information questions to Twitter account! n  Number of information questions to Facebook page ! n  Number of information questions to! n  Number of offline acquisitions with social media source !
  32. 32. * Join the club?! n Action for Blind People! n Actionaid! n Arthritis Research UK! n BHF! n Blind Veterans! n Centre Point! n Children's Society! n Dogs Trust! n Girlguiding UK! n Guide Dogs! n Macmillan! n Marie Curie! n Mencap ! n National Autistic Society! n NSPCC ! n Oxfam! n Plan UK! n Practical Action! n Royal Marsden! n Scout Association ! n Shelter! n Sightsavers! n Teach First! n WSPA! n WWF ! n Action For Children! n Asthma UK! n Barnardos! n Diabetes UK! n Each ! n Mind! n Prostate Cancer UK! n RNIB! n RSPCA ! n Samaritans! n Save The Children! n Scope! n Vinspired ! n Youth Music !
  33. 33. * Any questions?! ! b@bertie.fr! @cafedumonde!
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