Social Media: The Real Return
    On Investment (ROI)
         December 2010
Introductions




                                        What do you hope to
                                        lear...
If I Asked You….
…Would You Panic?

             Compared    Are we doing
              to what?    what we’re
                         sup...
But What If I Asked You…




                       Easier, huh? Why is that?
Measuring Social Media
Defining Goals and Tactics
The Importance of Goals


                          Without goals, it’s
                          impossible to measure
  ...
Some Social Media Goals

     Boost attendance at performances

        Attract new volunteers


           Connect with n...
NOT Useful Social Media Goals

     Increase awareness


        Make website more interactive


           Keep in touch
...
Tactics Help You Accomplish Goals
They define what you’re going to do


                                      Creating a F...
Good Goals Encourage Integration
Goals help you choose and integrate different tactics




 Twitter:             YouTube: ...
Quick Discussion


What are your social media goals?




                                    Let’s discuss!
Defining Metrics
Measurement is Key

                     If you can’t measure it,
                        it’s impossible to
             ...
What Types of Things Can You Measure?


         Followers                Views



                 Engagement


         ...
Followers


            The number of
            people who choose
            to follow the
            information you
...
For Instance….




     Twitter followers        Facebook fans




                   RSS subscribers
What Does It Measure?




Your reach into the
world

The increase in
people who care
what you say
Views




        The number of people who
        look at your resources
For Instance….



    Video views
                            Facebook page views




                  Clicks on a Bit.ly...
What Does It Measure?


 How many people
 make use of your
 information

 A reasonable proxy
 for your impact on
 people’s...
Engagement


             The number of
             people who comment
             on, forward or post
             thei...
For Instance….




Number of comments
                     Forwards




 Retweets            Online mentions
What Does It Measure?




 How interested are people in the
 information or community?

 Do they feel a sense of connectio...
Conversion


             Are people actually
             doing things that help
             your organization?
For Instance….




  Buying tickets           Donating




  Signing up for classes   Volunteering
What Does It Measure?




                        Ultimately, the best
                        measure of whether your
   ...
Measure Your Results
Some Results are Directly Measurable
Website analytics can tell you how many people came to
your website from Facebook or ...
Some Can Only Be Inferred

The “lift” shows the approximate effect of a communication
Quantifying Your Results
Many results can be (eventually, perhaps indirectly) tied to
monetary results
Some Can’t Really Be Quantified
Not everything is measurable in the short term – for instance,
brand awareness, or buildin...
For Example
Boosting Attendance
Goal: Increase attendance at next week’s performance

                              Measures
         ...
Inspiring more donations
Goal: Encourage current subscribers to donate

                            Measures
             ...
Changing Hearts and Minds
Goal: Rally people to support arts in the schools

                                   Measures
 ...
Some Tools to Help You
      Measure
There’s Lots of Methods to View Metrics




         You’ll need to decide what methods work for you
Facebook Insights
See who’s looking and interacting with your Facebook page
Measuring Twitter using HootSuite
See who’s looking and interacting with your on Twitter
Out-of-the Box Dashboards
Automatically search a number of sites and sources




addictomatic.com                   social...
Or Create Your Own!
Subscribe to the “Feed” for each search...




                             Usually, look for this ico...
And pull it all into one place




 Use a Feed Reader: iGoogle, Google Reader, Bloglines, or netVibes
For Example: HSUS

               They’re tracking:
               Their own name including acronyms,
               missp...
Measure To Improve Over Time
The Core Idea is to Keep Exploring…

               What’s
              working for
               others?      What tact...
Try Things…




     Experience is the only
        bulletproof way to
know what will work for you.
Measure and Refine…




                      You can’t reliably
                      improve unless
                    ...
Measuring Social Media
Questions?
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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

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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Social Media: The Real Return On Investment (ROI)

  1. 1. Social Media: The Real Return On Investment (ROI) December 2010
  2. 2. Introductions What do you hope to learn from this session? Me! Andrea Berry Director of Partnerships and Learning Idealware
  3. 3. If I Asked You….
  4. 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. 5. But What If I Asked You… Easier, huh? Why is that?
  6. 6. Measuring Social Media
  7. 7. Defining Goals and Tactics
  8. 8. The Importance of Goals Without goals, it’s impossible to measure success. Goals let you define what success means.
  9. 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. 10. NOT Useful Social Media Goals Increase awareness Make website more interactive Keep in touch Have a Facebook presence
  11. 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. 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. 13. Quick Discussion What are your social media goals? Let’s discuss!
  14. 14. Defining Metrics
  15. 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. 16. What Types of Things Can You Measure? Followers Views Engagement Conversion . .
  17. 17. Followers The number of people who choose to follow the information you provide
  18. 18. For Instance…. Twitter followers Facebook fans RSS subscribers
  19. 19. What Does It Measure? Your reach into the world The increase in people who care what you say
  20. 20. Views The number of people who look at your resources
  21. 21. For Instance…. Video views Facebook page views Clicks on a Bit.ly link
  22. 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. 23. Engagement The number of people who comment on, forward or post their own resources
  24. 24. For Instance…. Number of comments Forwards Retweets Online mentions
  25. 25. What Does It Measure? How interested are people in the information or community? Do they feel a sense of connection to it?
  26. 26. Conversion Are people actually doing things that help your organization?
  27. 27. For Instance…. Buying tickets Donating Signing up for classes Volunteering
  28. 28. What Does It Measure? Ultimately, the best measure of whether your communications have organizational impact
  29. 29. Measure Your Results
  30. 30. Some Results are Directly Measurable Website analytics can tell you how many people came to your website from Facebook or another source
  31. 31. Some Can Only Be Inferred The “lift” shows the approximate effect of a communication
  32. 32. Quantifying Your Results Many results can be (eventually, perhaps indirectly) tied to monetary results
  33. 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. 34. For Example
  35. 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. 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. 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. 38. Some Tools to Help You Measure
  39. 39. There’s Lots of Methods to View Metrics You’ll need to decide what methods work for you
  40. 40. Facebook Insights See who’s looking and interacting with your Facebook page
  41. 41. Measuring Twitter using HootSuite See who’s looking and interacting with your on Twitter
  42. 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. 43. Or Create Your Own! Subscribe to the “Feed” for each search... Usually, look for this icon:
  44. 44. And pull it all into one place Use a Feed Reader: iGoogle, Google Reader, Bloglines, or netVibes
  45. 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. 46. Measure To Improve Over Time
  47. 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. 48. Try Things… Experience is the only bulletproof way to know what will work for you.
  49. 49. Measure and Refine… You can’t reliably improve unless you track and tweak.
  50. 50. Measuring Social Media
  51. 51. Questions?

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