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Social Media: The Real Return On Investment (ROI)
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Social Media: The Real Return On Investment (ROI)

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Holly Ross, Executive Director, NTEN and Andrea Berry, Director of Partnerships and Learning, Idealware ...

Holly Ross, Executive Director, NTEN and Andrea Berry, Director of Partnerships and Learning, Idealware

You know you should be tracking social media stats and creating metrics for growth and change. But where exactly do you begin? Is what you are doing working? How can you tell? In this seminar, NTEN’s Holly Ross and Idealware’s Andrea Berry will talk through four types of measures-- Views, Followers, Engagement, and Conversion-- that can help you track your social media efforts to see if they're worthwhile. We’ll help you pick what metrics make sense to track and talk through how to measure that data using social media dashboards.

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  • 1. Social Media: The Real Return On Investment (ROI) December 2010
  • 2. Introductions What do you hope to learn from this session? Me! Andrea Berry Director of Partnerships and Learning Idealware
  • 3. If I Asked You….
  • 4. …Would You Panic? Compared Are we doing to what? what we’re supposed to be doing? Working for what? What are we doing again?
  • 5. But What If I Asked You… Easier, huh? Why is that?
  • 6. Measuring Social Media
  • 7. Defining Goals and Tactics
  • 8. The Importance of Goals Without goals, it’s impossible to measure success. Goals let you define what success means.
  • 9. Some Social Media Goals Boost attendance at performances Attract new volunteers Connect with new major donors Move subscribers to donate Recruit new students for classes
  • 10. NOT Useful Social Media Goals Increase awareness Make website more interactive Keep in touch Have a Facebook presence
  • 11. Tactics Help You Accomplish Goals They define what you’re going to do Creating a Facebook page Tweeting about an upcoming event Developing a new blog Posting photos from a rally to a photo sharing site Maintaining a video channel
  • 12. Good Goals Encourage Integration Goals help you choose and integrate different tactics Twitter: YouTube: Facebook: Promote upcoming Post previously Outreach to new events recorded shows audiences Or blogs, Flickr, LinkedIn or more…
  • 13. Quick Discussion What are your social media goals? Let’s discuss!
  • 14. Defining Metrics
  • 15. Measurement is Key If you can’t measure it, it’s impossible to know: • Is it working? • Is it worth your time? • What you can do to improve it?
  • 16. What Types of Things Can You Measure? Followers Views Engagement Conversion . .
  • 17. Followers The number of people who choose to follow the information you provide
  • 18. For Instance…. Twitter followers Facebook fans RSS subscribers
  • 19. What Does It Measure? Your reach into the world The increase in people who care what you say
  • 20. Views The number of people who look at your resources
  • 21. For Instance…. Video views Facebook page views Clicks on a Bit.ly link
  • 22. What Does It Measure? How many people make use of your information A reasonable proxy for your impact on people’s knowledge and feelings
  • 23. Engagement The number of people who comment on, forward or post their own resources
  • 24. For Instance…. Number of comments Forwards Retweets Online mentions
  • 25. What Does It Measure? How interested are people in the information or community? Do they feel a sense of connection to it?
  • 26. Conversion Are people actually doing things that help your organization?
  • 27. For Instance…. Buying tickets Donating Signing up for classes Volunteering
  • 28. What Does It Measure? Ultimately, the best measure of whether your communications have organizational impact
  • 29. Measure Your Results
  • 30. Some Results are Directly Measurable Website analytics can tell you how many people came to your website from Facebook or another source
  • 31. Some Can Only Be Inferred The “lift” shows the approximate effect of a communication
  • 32. Quantifying Your Results Many results can be (eventually, perhaps indirectly) tied to monetary results
  • 33. Some Can’t Really Be Quantified Not everything is measurable in the short term – for instance, brand awareness, or building your reputation Are you comfortable with this investment?
  • 34. For Example
  • 35. Boosting Attendance Goal: Increase attendance at next week’s performance Measures • Number of views of Facebook events (Views) • Number of positive RSVPs (Engagement) • Lift in audience numbers (conversion) • Those who tell the box office they heard about the event on Tactic: Promote Event Facebook (Conversion) on Facebook
  • 36. Inspiring more donations Goal: Encourage current subscribers to donate Measures • Click-throughs, or number of video views (Views) • Number who pass on the video (Engagement) • Lift in donations (conversion) Tactic: Email a link to a video that describes your education work and solicits donations
  • 37. Changing Hearts and Minds Goal: Rally people to support arts in the schools Measures • Blog subscribers (engagement) • Subscribers to affiliated email list (engagement) • Blog readers (views) • Comments and references Tactic: Launch a blog (engagement) that covers arts • Those who make a call to education news and a politician when asked success stories (conversion)
  • 38. Some Tools to Help You Measure
  • 39. There’s Lots of Methods to View Metrics You’ll need to decide what methods work for you
  • 40. Facebook Insights See who’s looking and interacting with your Facebook page
  • 41. Measuring Twitter using HootSuite See who’s looking and interacting with your on Twitter
  • 42. Out-of-the Box Dashboards Automatically search a number of sites and sources addictomatic.com socialmention.com Paid services like Radian6, BuzzLogic, and Neilson Buzzmetrics can help (for a price)
  • 43. Or Create Your Own! Subscribe to the “Feed” for each search... Usually, look for this icon:
  • 44. And pull it all into one place Use a Feed Reader: iGoogle, Google Reader, Bloglines, or netVibes
  • 45. For Example: HSUS They’re tracking: Their own name including acronyms, misspellings Current issues that people are talking about Detractors and Competition Prominent people in their org From: Google Alerts Twitter Search Technorati Blogpulse Digg BoardReader Filtrbox (paid monitoring service)
  • 46. Measure To Improve Over Time
  • 47. The Core Idea is to Keep Exploring… What’s working for others? What tactics are available What might to me? work better? What’s working really well already?
  • 48. Try Things… Experience is the only bulletproof way to know what will work for you.
  • 49. Measure and Refine… You can’t reliably improve unless you track and tweak.
  • 50. Measuring Social Media
  • 51. Questions?