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Measuring engagement on social media

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Bertie Bosredon, digital engagement and social media consultant …

Bertie Bosredon, digital engagement and social media consultant
Charity online engagement conference
www.charitycomms.org.uk/events

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  • 1. BertieBosrédon* Measuring engagement on social media CharityComms 27 March 2013*/bow-ray-dom/ http://bertie.fr b@bertie.fr
  • 2. *  BHF  Breast Cancer Care  Freelance About me  Associate, partner  Amnesty International, Scope, Samaritans, Christian Aid, International Tibet Network, CharityComms  Podcast, teaching…Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 3. * It was easier before…Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 4. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 5. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 6. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 7. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 8. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 9. Charity digital landscape Donations RG Donations SG CMS Events … Social Media Monitoring Broadcasting Campaigning tool It’s complicated… Text donation Campaign emails Email Petitions Service MPsSurvey Volun- Provider HR teers Finance CRM Donors | Events | Members Stakeholders | etc. Research Political contact Media Off-line DM s agenc capture y Retail Intranet
  • 10. * Owned media Website Email newsletter Third party MobileBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 11. * Bought media Search Banners Cold list AffiliateBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 12. * Earned media Social Media Online PRBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 13. * Some statsBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 14. 35-65+ 37.1%Bertie Bosrédon* http://bertie.fr . b@bertie.fr Source: http://www.fanalyzer.co.uk*/bow-ray-dom/
  • 15. 2nd biggest search engine Every month, in the UK 184 million hours watching YouTube, average session 20 minutesBertie Bosrédon* Source:http://www.newmediatrendwatch.com http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 16. Twitter has over 200 million users UK 26 million 80% mobile accessBertie Bosrédon*Source: http://www.guardian.co.uk/technology/2012/may/15/twitter-uk-users-10m http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 17. * 100 million users UK 11 millionBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 18. Pinterest is the fastest growing social media site 2028% increase registrationsBertie Bosrédon**/bow-ray-dom/ Source: http://www.experian.com http://bertie.fr . b@bertie.fr
  • 19. 11 million users been there done thatBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 20. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 21. 3.5 million usersBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 22. * After 3 weeks 2,324 videos/hourBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 23. http://storify.com/londonkirsty/i-heard-it-on-the-grape-vine b@bertie.frBertie Bosrédon* http://bertie.fr .*/bow-ray-dom/
  • 24. WARNINGThe following slide contains partial nudity
  • 25. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 26. Source: http://www.guardian.co.uk/voluntary-sector-network/2012/oct/09/practical-guide-started-social-mediaBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 27. * How do you choose?Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 28. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 29. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 30. I hate retargeting adsBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 31. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 32. * Set up your objectivesBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 33. *  Increasing pages views  Increasing visits Setting up objectives  Increasing visitors  Reducing bounce rateBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 34. * Charity benchmark 15 digital specialists Metrics Rule Measurable Comparable MeaningfulBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 35. * Example of metrics  Social Media Number of followers  Number of new followers on X on main Twitter account  Number of information questions to  Number of fans on main Facebook Twitter account  Percentage of traffic from social  Number of information questions to media Facebook page  Percentage of traffic from Facebook  Number of information questions to X  Percentage of traffic from Twitter  Number of offline acquisitions with social media sourceBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 36. * Social media plannerBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 37. * Listen Engage MeasureBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 38. * How to…Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 39. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 40. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 41. * Or…Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 42. * Tools Sprout Social Hootsuite Radian 6 Hubspot …Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 43. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 44. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 45. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 46. £26 £39 £65Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 47. http://thirdsector.org.uk/hootsuite/
  • 48. £6 £0 £26 £39 £65Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 49. * ListeningBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 50. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 51. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 52. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 53. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 54. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 55. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 56. * EngagingBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 57. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 58. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 59. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 60. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 61. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 62. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 63. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 64. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 65. * MeasuringBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 66. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 67. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 68. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 69. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 70. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 71. Bertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/
  • 72. * Any questions? b@bertie.fr @cafedumondeBertie Bosrédon* http://bertie.fr . b@bertie.fr*/bow-ray-dom/