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Darren Barefoot -  Measuring Social Media Success: Making It Worth It
 

Darren Barefoot - Measuring Social Media Success: Making It Worth It

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You’ve got a Facebook page, a Twitter account and a blog on your website. Great, but what are these emerging communication channels really doing for your organization? Are they enabling you to ...

You’ve got a Facebook page, a Twitter account and a blog on your website. Great, but what are these emerging communication channels really doing for your organization? Are they enabling you to increase your email list size, recruit volunteers or acquire new donors? How are you measuring the value of your social media activity. Taking lessons from web-centric campaigns like Save the Great Bear, TckTckTck and TheBigWild.org, this session will provide practical solutions to the thorny problem of measuring results on the social web.

Attendees Will Walk Away With:
• Guidelines for how much time organizations should be spending on social media marketing and outreach.
• Simple strategies for connecting online activities to marketing and business goals.
• Recommendations of tools for monitoring and measuring your web presence.

Darren Barefoot
Darren is a writer, marketer and technologist. He regularly speaks about social media, marketing and emerging technology, and has been quoted on the CBC, BBC, The Wall Street Journal and dozens of others. He's the co-author of "Friends With Benefits: A Social Media Marketing Handbook".

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    Darren Barefoot -  Measuring Social Media Success: Making It Worth It Darren Barefoot - Measuring Social Media Success: Making It Worth It Presentation Transcript

    • Measuring Social Media Success
    • Introduction @dbarefoot #ncwk
    • Questions for you
    • Ten rules
    • Set quantifiable objectives
    • If it doesn’t have a needle, it doesn’t count
    • Beware of creatively-named metrics
    • Measure everything
    • All visitors are not equal
    • Automate
    • Be clinical
    • Iterate rapidly
    • Fail fast
    • Your cat doesn’t care if you bury it
    • People Objectives Strategy Technology
    • Identify business objective Find online indicators of success Measure performance of indicators
    • Business Objectives • Donations • Service delivery • Outreach • Volunteer roster • Public profile • Board members • What else?
    • What are the indicators? • Donations - online donations • Service delivery - online questions and request • Outreach - conversion rates • Volunteer roster - online requests • Public profile - online mentions or incoming links • Board members - online inquiries
    • Donations Dollars raised or number of donors through social media channels Track through analytics and donation tools
    • Volunteer inquiries Number of inquiries per month through social media channels and/or ‘conversion rate’ Manually count the number of requests to volunteer
    • Outreach Petition signatures that originate in social media channels Track through analytics
    • Questions for each other
    • Our Tools
    • Google Analytics + Scout Labs + NetVibes
    • Demonstrate support for protecting wild spaces Petition signatures Goal tracking in Google Analytics
    • Conversion Rates 22.09 4.45 5.54 3.52 2.53 0.00
    • Online Mentions
    • Questions for me?
    • darren@capulet.com @dbarefoot Photos courtesy of the Library of Congress