Welcome to the Webinar!
Planning for Social Media Success: Part 2
Social Media Measurement and Evaluation
We will begin sh...
Today you’ll be hearing from…
	
  
JC	
  De	
  Vera	
  
Communica4ons	
  Manager	
  
The	
  Greenlining	
  Ins4tute	
  
Li...
Agenda
•  Review of session objectives
•  Housekeeping
•  JC De Vera ~ The Greenlining Institute
•  Julian Aldana, Riana K...
Objectives
•  Understand	
  how	
  to	
  integrate	
  measurement	
  and	
  evalua4on	
  
into	
  a	
  social	
  media	
  ...
We’re live
tweeting the
event!
Use	
  #calpactNM14	
  
	
  
Social	
  Media	
  	
  
Measurement	
  &	
  Evalua4on	
  
The Greenlining Institute
JC	
  De	
  Vera	
  
Communica4ons	
  Manager	
  
The	
  Greenlining	
  Ins4tute	
  
Social	
  M...
ì	
  
“It’s	
  More	
  Than	
  Just	
  a	
  Tweet.”	
  
Making	
  Social	
  Media	
  COUNT!	
  
Presented	
  By:	
  JC	
 ...
Greenlining	
  and	
  Social	
  Media	
  
ì  Started	
  to	
  see	
  big	
  gains	
  aVer	
  
developing	
  a	
  plan	
  ...
3	
  Ques4ons	
  to	
  Answer	
  
ì  Why	
  should	
  I	
  even	
  care	
  about	
  
measurement	
  and	
  evalua4on?	
  ...
First,	
  some	
  words	
  of	
  wisdom…	
  
The	
  father	
  of	
  the	
  Philippine	
  
Revolu4on	
  once	
  said…	
  
“...
What	
  does	
  that	
  mean?	
  
ì  You	
  always	
  need	
  to	
  
remember	
  why	
  you’re	
  using	
  
social	
  med...
Do	
  what	
  the	
  cool	
  people	
  do	
  
ì MEASURE	
  
ì EVALUATE	
  
ì  How	
  else	
  will	
  you	
  know	
  
wh...
More	
  on	
  why	
  you	
  should	
  care…	
  
ì  Measurement	
  and	
  evalua4on	
  allows	
  you	
  to…	
  
ì  Work	
...
ì	
  
What	
  can	
  be	
  measured?	
  
But	
  before	
  we	
  answer	
  that…	
  
ì  Just	
  wanted	
  to	
  let	
  you	
  know	
  
that…	
  
ì  We’re	
  focus...
Sweet,	
  sweet,	
  HootSuite	
  
ì  What	
  it	
  is…	
  
ì  A	
  social	
  media	
  dashboard	
  
ì  What	
  it	
  ca...
Some	
  common	
  jargon	
  to	
  know…	
  
ì  Key	
  performance	
  indicators	
  
(KPIs)	
  =	
  what	
  you’re	
  
mea...
What	
  to	
  measure	
  on	
  Facebook	
  
ì  Going	
  deeper…	
  
ì  Demographics	
  of	
  your	
  
audience	
  
ì  W...
What	
  to	
  measure	
  on	
  TwiIer	
  
ì  Going	
  deeper…	
  
ì  What	
  exact	
  tweets	
  reaped	
  
the	
  most	
...
ì	
  
How	
  do	
  I	
  measure	
  and	
  evaluate?	
  
Aligning	
  your	
  goals	
  with	
  an	
  objec4ve	
  
ì  Remember	
  the	
  importance	
  of	
  sekng	
  a	
  vision,	
...
Define	
  your	
  KPIs	
  and	
  metrics	
  
Collect	
  metrics	
  at	
  least	
  monthly	
  
ì  Schedule	
  4me	
  at	
  the	
  beginning	
  
of	
  the	
  month	
  t...
Create	
  a	
  master	
  spreadsheet	
  
It’s	
  more	
  than	
  just	
  the	
  numbers…	
  
ì  Quan4ta4ve	
  
ì  Numbers	
  don’t	
  mean	
  much	
  
without	
 ...
…so	
  interpret	
  your	
  numbers	
  in	
  a	
  report!	
  
ì  What	
  were	
  the	
  biggest	
  
takeaways	
  from	
  ...
3	
  Takeaways	
  
ì  Measurement	
  and	
  evalua4on	
  are	
  cri4cal	
  for	
  your	
  
social	
  media	
  success	
  ...
ì	
  
	
   	
   	
   	
   	
  Thank	
  you!	
  
For	
  more	
  informa4on	
  and	
  to	
  find	
  this	
  toolkit	
  pleas...
We’re live
tweeting the
event!
Use	
  #calpactNM14	
  
	
  
Social	
  Media	
  	
  
Measurement	
  &	
  Evalua4on	
  
The Young Invincibles
Rae	
  Roca-­‐PickeI	
  
Senior	
  Na4onal	
  Communica4ons	
  Manager	
  
The	
  Young	
  Invincibl...
Presented by: Young Invincibles
JULIAN ALDANA, Digital Media Coordinator
RIANA KING, California Communications Coordinator...
WHO ARE THE
ISSUE AREAS:
Health care Jobs/Employment Higher education
WHY GENERATE ANALYTICS?
•  Increase Effectiveness
•  Increase Efficiency
•  Increase Funding
•  Increase Fun!
HOW TO GENERATE ANALYTICS
•  Google Analytics (Website/Microsites)
•  Salsa (E-blasts)
•  Facebook Insights (Facebook)
•  ...
WEBSITES - WE HAVE A LOT
GOOGLE ANALYTICS
USING GOOGLE ANALYTICS
-  UNDERSTAND AUDIENCE
-  WHERE ARE THEY COMING FROM
-  WHO ARE THEY
-  IMPROVE CONTENT
-  WHERE AR...
SALSA
USING SALSA ANALYTICS
•  UNDERSTAND YOUR AUDIENCE
•  SEGMENTING LISTS
•  A/B TESTING
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS
USING FACEBOOK INSIGHTS
•  MONITOR GROWTH
•  UNDERSTAND YOUR AUDIENCE
•  SEE WHAT CONTENT IS THE MOST ENGAGING
•  USE A/B ...
•  What is A/B testing?
•  Why is A/B testing helpful?
•  How do you A/B test?
A/B TESTING
A/B TESTING USING SALSA
•  BY SUBJECT
•  BY TIME OF DAY
•  BY DAY OF WEEK
A/B TESTING USING FACEBOOK INSIGHTS
•  BY GEOGRAPHICAL AREA
•  BY INTERESTS / AGE / ETC.
QUESTIONS? COMMENTS?
•  CONTACT JULIAN AT JULIAN.ALDANA@YOUNGINVINCIBLES.ORG
•  CONTACT RIANA AT RIANA.KING@YOUNGINVINCIBL...
Speaker Contact Information
JC De Vera
	
  johnd@greenlining.org	
  
	
  	
  	
  	
  	
  	
  
Rae Roca-Pickett
rae.roca@yo...
What action step will you take after the webinar?
•  What do you think you can do in the next month to further
your goals ...
Thank you!
Have questions? Contact us at sphcalpact@berkeley.edu
To learn more about other trainings in this series visit:...
CALPACT New Media Webinar: Social Media Measurement and Evaluation
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CALPACT New Media Webinar: Social Media Measurement and Evaluation

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You’re on a roll with social media – you’ve got your plan in place, you’re putting your voice out there, monitoring and engaging in conversations, and hopefully getting folks excited about your message or even, taking action. But if you’re too busy doing, and not taking the time to answer the so what, how will you know you’re on the path to social media success and having an impact?

In this webinar, the second session in the latest 21st Century New Media Series from CALPACT and CHL at UC Berkeley's School of Public Health, JC De Vera of the Greenlining Institute and Rae Roca-Pickett, Julian Aldana, and Riana King of the Young Invincibles share how they: measure and evaluate their social media efforts to ensure it best meets their communication objectives; refine their efforts to measure what really matters; and get actionable results that help produce greater impact.

Enjoy this presentation from the training!

Listen to the webinar here:
http://cc.readytalk.com/play?id=4i4dix

To view other resources from this webinar:

The Art of Listening Social Media Toolkit for Nonprofits:
http://www.slideshare.net/SPHCalpact/the-artoflisteningsocialmediatoolkitfornonprofits

Social Media Measurement and Evaluation Resources:
http://www.slideshare.net/SPHCalpact/sm-measurement-and-evaluation-resources

To learn more about this series, please visit: http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html

Follow Us on Twitter: @CALPACT
Facebook: http://www.facebook.com/CALPACTUCB
Website: www.calpact.org

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CALPACT New Media Webinar: Social Media Measurement and Evaluation

  1. 1. Welcome to the Webinar! Planning for Social Media Success: Part 2 Social Media Measurement and Evaluation We will begin shortly…   Social  Media     Measurement  &  Evalua4on  
  2. 2. Today you’ll be hearing from…   JC  De  Vera   Communica4ons  Manager   The  Greenlining  Ins4tute   Lisa  Peterson   New  Media  Educa4on  Specialist   CHL/CALPACT   Rae  Roca-­‐PickeI   Senior  Na4onal  Communica4ons  Manager   The  Young  Invincibles   Social  Media     Measurement  &  Evalua4on   Riana  King   California  Communica4ons  Coordinator   The  Young  Invincibles   Julian  Aldana   Digital  Media  Coordinator   The  Young  Invincibles  
  3. 3. Agenda •  Review of session objectives •  Housekeeping •  JC De Vera ~ The Greenlining Institute •  Julian Aldana, Riana King, Rae Roca-Pickett ~ The Young Invincibles •  Conclusion Social  Media     Measurement  &  Evalua4on  
  4. 4. Objectives •  Understand  how  to  integrate  measurement  and  evalua4on   into  a  social  media  strategy     •  Iden4fy  which  metrics  to  measure  and  which  tools  are  best   for  them       Social  Media     Measurement  &  Evalua4on  
  5. 5. We’re live tweeting the event! Use  #calpactNM14     Social  Media     Measurement  &  Evalua4on  
  6. 6. The Greenlining Institute JC  De  Vera   Communica4ons  Manager   The  Greenlining  Ins4tute   Social  Media     Measurement  &  Evalua4on  
  7. 7. ì   “It’s  More  Than  Just  a  Tweet.”   Making  Social  Media  COUNT!   Presented  By:  JC  De  Vera,  Communica>ons  Manager  
  8. 8. Greenlining  and  Social  Media   ì  Started  to  see  big  gains  aVer   developing  a  plan   ì  Measurement  and   evalua4on  helps  us  become   more  effec4ve  each  day.   ì  Produced  a  toolkit  to  share   experiences  and  lessons   learned.    
  9. 9. 3  Ques4ons  to  Answer   ì  Why  should  I  even  care  about   measurement  and  evalua4on?   ì  What  can  be  measured,  and  what   should  be  measured?   ì  How  do  I  measure  and  evaluate?  
  10. 10. First,  some  words  of  wisdom…   The  father  of  the  Philippine   Revolu4on  once  said…   “(S)he  who  does  not  know  how   to  look  back  at  where  (s)he  came   from  will  never  get  to  his/her   des;na;on.”    
  11. 11. What  does  that  mean?   ì  You  always  need  to   remember  why  you’re  using   social  media  in  the  first   place!   ì  Each  post  you  make,  each   hour  you  spend,  should  be   built  towards  something   grander.     ì  Your  GOALS  are  important.  
  12. 12. Do  what  the  cool  people  do   ì MEASURE   ì EVALUATE   ì  How  else  will  you  know   whether  you’ve  reached   your  des4na4on  or  not?  
  13. 13. More  on  why  you  should  care…   ì  Measurement  and  evalua4on  allows  you  to…   ì  Work  smarter,  not  harder   ì  Understand  your  strengths  and  challenges   ì  Learn  what  to  con4nue  doing,  and  what  to  change   ì  Have  real  data  to  allow  others  to  buy-­‐in   ì  Celebrate  your  progress,  and  plan  ahead  for  more!  
  14. 14. ì   What  can  be  measured?  
  15. 15. But  before  we  answer  that…   ì  Just  wanted  to  let  you  know   that…   ì  We’re  focusing  on  Facebook,   TwiIer,  and  HootSuite   ì  Tools  exist  for  other   plaborms,  but  it’s  important   to  understand  how  to   analyze  the  Big  2!  
  16. 16. Sweet,  sweet,  HootSuite   ì  What  it  is…   ì  A  social  media  dashboard   ì  What  it  can  do…   ì  Manage  all  of  your  accounts   ì  Produce  free  basic  analy4cs   reports  (beIer  custom  ones   if  you  have  a  paid  subs.)   ì  Shorten  links,  and  track   clicks   ì  Make  your  life  easier!  
  17. 17. Some  common  jargon  to  know…   ì  Key  performance  indicators   (KPIs)  =  what  you’re   measuring  (e.g.  comments)   ì  Metrics  =  the  actual   numbers  (e.g.  12)   ì  Markers  =  benchmarks  to   help  you  define  progress  
  18. 18. What  to  measure  on  Facebook   ì  Going  deeper…   ì  Demographics  of  your   audience   ì  What  day/4me  your   audience  is  online   ì  The  number  of  posts  you   create  over  a  4me  period   ì  The  success  of  individual   posts  –  types  of  posts   ì  Source  of  likes/visits   ì  Engagement   ì  Likes  on  Posts   ì  Shares   ì  Comments   ì  Wall  Posts  by  other  users   ì  Brand  Recogni4on   ì  Page  Likes   ì  Reach  over  a  period  of   4me   ì  Number  of  visits  to  page   over  a  period  of  4me  
  19. 19. What  to  measure  on  TwiIer   ì  Going  deeper…   ì  What  exact  tweets  reaped   the  most  clicks  or   favorites?   ì  What  lists  are  you  in?     ì  Who  are  your  new   followers?     ì  Source  of  clicks   ì  Number  of  tweets  you   create  over  a  period  of   4me   ì  Engagement   ì  Men4ons   ì  Favorites   ì  Hashtag  Virality   ì  Clicks  on  Links   ì  Brand  Recogni4on   ì  Followers   ì  Lists   ì  Retweets  (w/  personal   messages)  
  20. 20. ì   How  do  I  measure  and  evaluate?  
  21. 21. Aligning  your  goals  with  an  objec4ve   ì  Remember  the  importance  of  sekng  a  vision,  and   crea4ng  SMART  objec4ves?     ì  What  objec4ves  will  help  you  achieve  those  larger   visions?  Match  them  up.    
  22. 22. Define  your  KPIs  and  metrics  
  23. 23. Collect  metrics  at  least  monthly   ì  Schedule  4me  at  the  beginning   of  the  month  to  review  prior   month  performance   ì  See  what  worked,  what  didn’t   ì  Re-­‐evaluate,  change  or  update   your  strategies   ì  See  if  you  need  to  focus  more   energy  doing  par4cular  tac4cs   (e.g.  sharing  more  photos)  
  24. 24. Create  a  master  spreadsheet  
  25. 25. It’s  more  than  just  the  numbers…   ì  Quan4ta4ve   ì  Numbers  don’t  mean  much   without  meaning  aIached   to  them.   ì  Qualita4ve   ì  Read  into  the  numbers.     ì  Example:  Why  was  a   par4cular  post  good?  Take   note  of  the  content  you   shared.  This  may  strike  gold   with  your  audience  more   than  other  types  of  content.    
  26. 26. …so  interpret  your  numbers  in  a  report!   ì  What  were  the  biggest   takeaways  from  the   numbers?     ì  What  are  best  prac4ces   moving  forward?     ì  What  needs  more  aIen4on   moving  forward?   ì  What  strategies  do  you  need   to  research/incorporate?    
  27. 27. 3  Takeaways   ì  Measurement  and  evalua4on  are  cri4cal  for  your   social  media  success  –  it’s  the  primary  way  you’ll   grow.     ì  You  need  to  be  consistent  and  put  effort  into  it.     ì  It’s  more  than  just  the  numbers.  
  28. 28. ì            Thank  you!   For  more  informa4on  and  to  find  this  toolkit  please   go  to  greenlining.org.       Contact:   JC  De  Vera,  Communica4ons  Manager   johnd@greenlining.org    
  29. 29. We’re live tweeting the event! Use  #calpactNM14     Social  Media     Measurement  &  Evalua4on  
  30. 30. The Young Invincibles Rae  Roca-­‐PickeI   Senior  Na4onal  Communica4ons  Manager   The  Young  Invincibles   Social  Media     Measurement  &  Evalua4on   Riana  King   California  Communica4ons  Coordinator   The  Young  Invincibles   Julian  Aldana   Digital  Media  Coordinator   The  Young  Invincibles  
  31. 31. Presented by: Young Invincibles JULIAN ALDANA, Digital Media Coordinator RIANA KING, California Communications Coordinator RAEANN ROCA-PICKETT, Senior National Communications Manager Tweet with us! #CalPactNM14 DIGITAL DOMINATION, PART 2: HOW TO GENERATE AND USE ANALYTICS AWESOMELY
  32. 32. WHO ARE THE ISSUE AREAS: Health care Jobs/Employment Higher education
  33. 33. WHY GENERATE ANALYTICS? •  Increase Effectiveness •  Increase Efficiency •  Increase Funding •  Increase Fun!
  34. 34. HOW TO GENERATE ANALYTICS •  Google Analytics (Website/Microsites) •  Salsa (E-blasts) •  Facebook Insights (Facebook) •  A/B Testing •  Using Salsa and Facebook for A/B Testing
  35. 35. WEBSITES - WE HAVE A LOT
  36. 36. GOOGLE ANALYTICS
  37. 37. USING GOOGLE ANALYTICS -  UNDERSTAND AUDIENCE -  WHERE ARE THEY COMING FROM -  WHO ARE THEY -  IMPROVE CONTENT -  WHERE ARE PEOPLE ENGAGING? -  WHAT IS EXTRANEOUS / CAN BE IMPROVED? -  RUN REPORTS FOR INTERNAL / EXTERNAL USE
  38. 38. SALSA
  39. 39. USING SALSA ANALYTICS •  UNDERSTAND YOUR AUDIENCE •  SEGMENTING LISTS •  A/B TESTING
  40. 40. FACEBOOK INSIGHTS
  41. 41. FACEBOOK INSIGHTS
  42. 42. USING FACEBOOK INSIGHTS •  MONITOR GROWTH •  UNDERSTAND YOUR AUDIENCE •  SEE WHAT CONTENT IS THE MOST ENGAGING •  USE A/B TESTING (MORE ON THIS LATER)
  43. 43. •  What is A/B testing? •  Why is A/B testing helpful? •  How do you A/B test? A/B TESTING
  44. 44. A/B TESTING USING SALSA •  BY SUBJECT •  BY TIME OF DAY •  BY DAY OF WEEK
  45. 45. A/B TESTING USING FACEBOOK INSIGHTS •  BY GEOGRAPHICAL AREA •  BY INTERESTS / AGE / ETC.
  46. 46. QUESTIONS? COMMENTS? •  CONTACT JULIAN AT JULIAN.ALDANA@YOUNGINVINCIBLES.ORG •  CONTACT RIANA AT RIANA.KING@YOUNGINVINCIBLES.ORG YOU CAN ALSO TWEET AT US NOW!: #CalpactNM14 •  FOLLOW US ON TWITTER!: @YI_CARE •  LIKE US ON FACEBOOK!: FACEBOOK.COM/TOGETHER.INVINCIBLE •  WE’RE ON INSTAGRAM, TOO!: YOUNGINVINCIBLES •  OH, LOOK – WE HAVE A TUMBLR!: YICARE.TUMBLR.COM
  47. 47. Speaker Contact Information JC De Vera  johnd@greenlining.org               Rae Roca-Pickett rae.roca@younginvincibles.org     Julian Aldana  julian.aldana@younginvincibles.org     Riana King  riana.king@younginvincibles.org         Social  Media     Measurement  &  Evalua4on  
  48. 48. What action step will you take after the webinar? •  What do you think you can do in the next month to further your goals with social media measurement and evaluation? •  Let us know ~ we’d love to check back with you and hear how it’s going! •  We appreciate your feedback!     Social  Media     Measurement  &  Evalua4on  
  49. 49. Thank you! Have questions? Contact us at sphcalpact@berkeley.edu To learn more about other trainings in this series visit: http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html Social  Media     Measurement  &  Evalua4on  
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