Is this thing on...Social Media Measurement - AFP NC Philanthropy Conference
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Is this thing on...Social Media Measurement - AFP NC Philanthropy Conference

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You’ve been posting Facebook updates, sending the snappy 140 character tweets, and adding videos to your YouTube channel, but is it making a difference for your non ...

You’ve been posting Facebook updates, sending the snappy 140 character tweets, and adding videos to your YouTube channel, but is it making a difference for your non
profit? Measuring social media can be a daunting task, but with a few handy tools and a standard reporting structure, you can effectively measure your efforts. Promise!

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Is this thing on...Social Media Measurement - AFP NC Philanthropy Conference Is this thing on...Social Media Measurement - AFP NC Philanthropy Conference Presentation Transcript

  • Is This Thing On? How to Measure Your Social Media Efforts Presented by Dawn A Crawford Social Media & Communications Consultant @SocMediaRckStr
  • • Raleigh-based full service communications & fundraising agency that works exclusively with nonprofits • Over 10 years of dedicated nonprofit experience paired with 7+ years of corporate advertising experience • Bring us your problem and we’ll solve it 2 Some of our Awesome Clients:
  • Your Nonprofit Media Relations Social Media Comm Strategy Graphic Design Advertising Website Videos Online Fundraising
  • Intimidated? Call us!
  • Where Are We Going Today? Tools that Work! What is Reasonable? How Do I Get Started? Why Measure?
  • Why Measure? Value your time Report impact to foundations & donors Improve your efforts Permission to STOP
  • How Do I Get Started? Communications Plan •What is important to you? •Baselines •Content strategy Reporting Tool •Spreadsheet or Google Docs •Analysis report Repeat •Do it the same time very month! •6 month & 12 month reviews
  • What is Reasonable to Expect? Depends on YOUR community 5% organic/10% paid “Like” growth 5% follower growth 2-3% views growth 5% follower growth
  • Tools Make Us Human http://www.flickr.com/photos/bre/552152780/sizes/l/
  • Your Tool: Facebook Analytics Basic • Fan Growth • Most Popular Posts • Wins Advanced • Unlikes/Hides • Content Types • Demographics • Challenges
  • Overview Snapshot of your usage and interaction Rockstar Tip: Last 7 days + 7 days
  • Your page Like activity Rockstar Tip: See in the past quarter
  • Compares organic vs paid likes + tracks unlikes Rockstar Tip: Pay attention to Unlikes
  • Find out what is triggering your page Likes
  • How many people saw your post Rockstar Tip: Pay attention to spikes and repeat
  • Comparing Frequency How people interacted with your content Rockstar Tip: Pay attention to spikes and repeat
  • Track what is killing your fan base Rockstar Tip: Watch your Hide Post rate!!!
  • Track eyeballs over time
  • Actual traffic to your Facebook page Rockstar Tip: Not terribly important
  • Viral reach of your content Rockstar Tip: Mentions are key
  • Track referring traffic over time
  • Reach = Eyeballs Post Clicks = Photo opens, link clicks, etc. Likes, Comments & Shares = Engagement Rockstar Tip: SORT!
  • NEW & COOL – Find the best times to post per day! Rockstar Tip: Click on the days to find different patterns
  • Content measurement Rockstar Tip: Not clear on timeframe???
  • Who are your fans – gender, age and location – total population Rockstar Tip: Target messages to brackets
  • People who saw at least 1 of your posts in the past 28 days Rockstar Tip: Track over time if you want to target
  • Superfans – people who engaged with your content in the past 28 days Rockstar Tip: Cater to these brackets
  • Your Tools: Twitter Backend - HootSuite -- $5.99 a month/$71.88 a year OR $1,800 a year for Enterprise Twitonomy -- $20 a month/$240 a year Basic • Follower Growth • Clicks • Retweet Counts • Wins Advanced • Superfans • Locations • Challenges
  • Ow.ly Click Summary – Summary See when content activated a click through
  • Ow.ly Click Summary – Region & Referrers See where your users are at and what online platform they are using
  • Ow.ly Click Summary – Content Which were your most clicked on links
  • Twitonomy – Content by Mentions Helps you track which content resonated
  • Twitonomy – Most Active Users Identify Super Fans Rockstar Tip: Get these people to an offline event
  • Twitonomy – Top Retweets Indicates reach and resonance of copy Rockstar Tip: Thanks your top retweeters every month!
  • More Tools! Tweetreach - http://tweetreach.com/ - FREE Twitalyzer - http://twitalyzer.com/ - PAID Crowdbooster - https://crowdbooster.com/ - PAID SproutSocial - http://sproutsocial.com/ - PAID
  • Your Tool: YouTube Analytics Basic • Views • Likes • Comments Advanced • Minutes Watched • Subscriber Growth
  • How do I find my analytics?
  • Performance & Engagement Track views, subscribers, likes & comments Rockstar Tip: Change the dates
  • Top Content Track views on videos Rockstar Tip: Watch average minutes watched
  • Demographics & Traffic Tracks viewer locations and traffic sources
  • Your Tools: Pinterest Analytics PinPuff Basic • Followers • Repins • Wins Advanced • Traffic to website • Likes • Comments • Challenges
  • Influence Ratings Interesting to track how well your content is being spread Rockstar Tip: You want your rating to be 40-70 or 70+
  • Other Tools Pin League - http://pinleague.com/ - PAID
  • Your Tool: Statigram Basic • Followers • Likes • Comments • Wins Advanced • Activity around a hashtag • Content
  • Likes The number of people liking your content
  • Comments Number of people interacting with your content
  • Rolling Monthly Engagement Compares Likes and Comments month by month
  • Most Engaged Followers Who has liked your content the most Rockstar Tip: Befriend these people IRL
  • Cool Bonus
  • parting thoughts http://fc05.deviantart.net/fs11/i/2006/241/d/e/swallow_tattoo_idea_by_meowle.jpg
  • Social Media is a Conversation
  • Nerd Out & Experiment http://www.flickr.com/photos/marsdd/2986989396/sizes/o/
  • Say Bye-Bye http://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/
  • Passion is Infectious http://www.flickr.com/photos/krystalt/5248185017/sizes/l/
  • Biz Card + Internet Magic = Presentation bcdcideas.com dawnacrawford@gmail.com 720-231-1930 @SocMediaRckStr