Evaluating New Media Effectiveness

Evaluating New Media Effectiveness What are the best ways to measure and track the impact of new media efforts? #ppcnyc Follow us: @fentonprogress @lisamwitter @johnlgordon @hughadam @mad_azn

The new normal

A quick survey: Do you…

What are your goals?

Goals drive tactics

Your goals must be measurable After you set your goals you must benchmark , monitor , measure and adjust

Traditional metrics Money Time Names

You are the hero Traditional Brand Equity

The new metrics
Know, See, Say, Feel, Do
Audience and Issue Knowledge
Influence
Brand Equity

New metrics: Know Action: Listening, research, monitoring Metrics: Insights that inform your messaging and social media strategy Before you start and at every stage of your communications efforts, you should know as much information about possible about your audience, the language they use and the tone of the conversation.

New metrics: See Action: Watch, Fan, Follow, Views, Subscribe Metrics: Web traffic, Facebook Fans, Twitter Followers, Video Views, RSS subscribes, email subscribes. All See metrics, like traditional impression and circulation metrics, are pure potential. See metrics are a measure of reach, but they are not a true measure of success.

New metrics: Say Action: Retweet, Like, e-Advocacy, email forward Metrics: Total RTs, Likes, emails sent, … Say metrics are a good indication of messaging success and affinity for your organization or issue. They are critical to extending your reach and influence … but they are not a true measure of influence.

New metrics: Feel Action: Retweet w/ personalization, commenting on Facebook or blog post, personal email. Metrics: Research, read, interpret Feel metrics are a true indication of influence and affinity and a goldmine for insight on messaging development and audience identification. Feel metrics require real research and human interpretation.

New metrics: Do Action: Volunteer, Donate, Take Action, Sign up, Attend Metrics: Conversion (money, time, names) Do metrics are not the end of the line. Most of your effort should be focused on serving the Doers . Be useful, be relevant, be social

Influence Influence is the holy grail of social media. Influence determines whether people say and feel and do the things you want them to. You want to build influence with staff, members, volunteers, media and policy makers. The key to influence: BE USEFUL

They are the hero Brand Equity

Content drives influence Expertise Stories Data

AJWS: a case study

Screamer Cool DJ <

Listen Share Promote Create

REMIXes by other blogs Monsanto responds SHARE the blog post on Facebook, Twitter & blogs Over 170 Tweets At least 20 Facebook Shares CREATE an engaging blog post CONSUME news and opinion about food aid issues Posted to at least 13 blogs Now 94 results for “ food aid + haiti + AJWS ” in a Google Blog Search (compared to 15 previously)

Reach & Influence: Twitter followers up by 100, retweets & mentions up from 11 to 63 from previous month Facebook Fans increased by 60, engagement up 50% from previous month Increased ‘ footprint ’ – at least 27 more AJWS blog posts outside the site than before At least 1,000 clicks to AJWS advocacy forms from blog posts and social media engagement

Commonwealth Fund: analysis Strengths Weaknesses Opportunities

The Tools www.fenton.com/resources/socialtools

Final word Old school New school

Evaluating New Media Effectiveness

by Fenton on Jan 25, 2011

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Evaluating New Media Effectiveness — Presentation Transcript