Social Media Boot Camp: Measuring Your Impact

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In this presentation, social media expert John Kenyon shares tools and tricks for simple tracking and analysis to ensure that your social media program and campaign aren't just engaging — but also …

In this presentation, social media expert John Kenyon shares tools and tricks for simple tracking and analysis to ensure that your social media program and campaign aren't just engaging — but also generate measurable impact for nonprofit organizations.

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  • 1. Flickrphoto:LeoL30 Measuring Social Media SuccessPresented by John Kenyon
  • 2. 1. I have defined goals for social media 2. I regularly measure progress towards my goals 3. I use data to decide future activity Polls Flickr:Nicholassweetenough
  • 3. Focus Sharing Measurement Discussion
  • 4. Focus How can I define and create measurable outcomes? How can I make data-informed decisions? Flickrphoto:prawnpie
  • 5. Measurable Set a GOAL Define OBJECTIVE Try STRATEGIES & TACTICS MEASURE progress ADJUST Flickrphoto:prawnpie
  • 6. Goal Mission – #EndHomelessness Strategic Goal – Keep The Conversation Going Comm Goal – Participate in existing conversations Focus on sharing client stories
  • 7. Measureable Objective By X date: X Number of Posts with Comments X Number of Comments per Post X Number of Posts Shared Can be number, % increase, other
  • 8. Strategies | Tactics Client-centered storytelling Mine data on past activity for what works, do more of that Focus content - Content theme by month Include visuals, request to share Flickr:NatalieMaynor
  • 9. What Is Your Measureable Objective? Flickr:Stratogen
  • 10. Sharing
  • 11. Embedded Sharing
  • 12. Monthly Report Quarterly Review Editorial Calendar Culture of Content Generation Flickrphoto:See-mingLee Toolbox
  • 13. Top Content Website Page Visits Email Clicks Social Media Engagement Review Trends Quarterly Flickrphoto:See-mingLee Monthly Report
  • 14. Editorial Calendar http://www.lightboxcollaborative.com/2014-editorial-calendar Content
  • 15. Track website, email + social media metrics
  • 16. Metrics Focus on what content is popular/not Review quarterly, adjust strategy & goals Set benchmarks, try tactics to get there
  • 17. Website
  • 18. WebsiteSocial
  • 19. Email
  • 20. analytics.twitter.com
  • 21. Your Own Metrics are More Important Interesting to Compare No True Industry-Wide Benchmark
  • 22. How do you track metrics? How might you do it differently moving forward? Reflection
  • 23. Advanced Metrics: Return on Effort Traffic, Social Hub Content Quality/Relevance Share of Voice Community Size/Engagement Sentiment
  • 24. Coaching Session 3/26 Gather Baseline Data Pick an Objective Choose Strategy & Tactics We’ll discuss on the call
  • 25. Template
  • 26. Review Sharing Tracking Quarterly Review Trends not Snapshots Benchmark Evaluate Flickrphoto:LeoL30
  • 27. Resources
  • 28. Question & Discussion Ideas for Experiments Your Experiences Organizational Capacity Tools Metrics www.davidarmano.com
  • 29. All Images: Flickr - Creative Commons License