Social Media Measurement             2011 NETA Conference
Is it worth the effort?Social Media Measurement | Page 2
“We don’t have a choice whetherwe DO social media, the questionis how well we do it.”                    - Erik Qualman  S...
Social media isn’t a fad…it‘s a fundamental shift in the waywe communicate.  Social Media Measurement | Page 4
You can’t buy attention anymore.The old media paradigm was PAYto PLAY. Now… you’ve got to bewilling to PLAY to PLAY.      ...
Social media is like teen sex…  Social Media Measurement | Page 6
Everyone wants to do it.Nobody knows how.When it’s done, it’s surprising thatit’s not better.             - A. Kaushik, Go...
That said…
It takes…1.    People2.    Technology3.    Time…     all of which are limited      resources.     Social Media Measurement...
And…If you can’t measure it,you can’t manage it.  Social Media Measurement | Page 10
In other wordsThe best social mediastarts and ends with data.  Social Media Measurement | Page 11
The future of social media isabout math, metrics andmonetization.  Social Media Measurement | Page 12
Before we go any          further
We’re going to talk about…       Return                         On   Investment Social Media Measurement | Page 14
The ROI equation(Gain from investment – Cost of investment)                        Cost of investment  Social Media Measur...
So is everyone else measuringsocial media ROI?  Social Media Measurement | Page 16
Social Media Measurement | Page 17
Social media metrics
It actually is easyto measure…just not withconventionalsuccess metrics.  Social Media Measurement | Page 19
Three categories1. Quantitative metrics2. Qualitative metrics3. ROI metrics  Social Media Measurement | Page 20
Quantitative metricsData-intensive and number-oriented.e.g. unique visits, page views,followers, demographics, andfrequenc...
Qualitative metricsThe emotional component.e.g. if 80% of your viewers “love”your programming and 20% say it“needs improve...
Or, a mix of QUANT and QUAL:the number of positive commentson a specific post in a given week.  Social Media Measurement |...
Or…number influential blogslinking to you.  Social Media Measurement | Page 24
ROI metricsAll roads lead here.e.g. how has social increasedviewership or led to more donors.  Social Media Measurement | ...
The key:pick the key metrics that mostimpact your station, and don’t getbogged down with the rest.  Social Media Measureme...
Data alone is                                       not enough    Action                     DataInsight                  ...
At the endof the day…
There is a sequence                                                            Financial                                  ...
Not everything is measurable:Loyalty     Trust      Passion    Interaction Brand awareness  Social Media Measurement | Pag...
Driving traffic is half the battle.What users do/see/feel on yourwebsite once they click… mattersas much (if not more).  S...
Do “likes” and “followers” matter?Successful social media strategiesfocus on morethan just getting attention.  Social Medi...
So are “1,000 true fans” better?  Social Media Measurement | Page 33
10 ROI best practices
ROI best practices1. Define goals and objectives.   e.g. what exactly are you trying   to accomplish and how will you   me...
ROI best practices2. Track everything. All the time.  Social Media Measurement | Page 36
ROI best practices3. Give viewers donor   opportunities where they live   and play.  Social Media Measurement | Page 37
ROI best practicesSocial Media Measurement | Page 38
ROI best practices4. Look at all metrics   in one place. i.e.   develop a   comprehensive   dashboard of stats.  Social Me...
ROI best practices5. Test, test, test.  Social Media Measurement | Page 40
ROI best practices6. An email address is always far   more valuable than a social   interaction.  Social Media Measurement...
ROI best practices7. Don’t think of social media   channels in silos. Allow   disparate social networks to   complement an...
ROI best practices8. ROI isn’t just about tracking   success metrics. You should   also track time spent   managing social...
ROI best practices9. Learn how to best   communicate social media   ROI to key stakeholders.  Social Media Measurement | P...
ROI best practices10.Be patient. It’s a process,  not an event.  Social Media Measurement | Page 45
hello@rockhousepartners.com      631 2nd Avenue South                   Suite 2R       Nashville, TN 37210   twitter.com/r...
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Rockhouse partners - social media measurement for neta

  1. 1. Social Media Measurement 2011 NETA Conference
  2. 2. Is it worth the effort?Social Media Measurement | Page 2
  3. 3. “We don’t have a choice whetherwe DO social media, the questionis how well we do it.” - Erik Qualman Social Media Measurement | Page 3
  4. 4. Social media isn’t a fad…it‘s a fundamental shift in the waywe communicate. Social Media Measurement | Page 4
  5. 5. You can’t buy attention anymore.The old media paradigm was PAYto PLAY. Now… you’ve got to bewilling to PLAY to PLAY. - Alex Bogusky Social Media Measurement | Page 5
  6. 6. Social media is like teen sex… Social Media Measurement | Page 6
  7. 7. Everyone wants to do it.Nobody knows how.When it’s done, it’s surprising thatit’s not better. - A. Kaushik, Google Social Media Measurement | Page 7
  8. 8. That said…
  9. 9. It takes…1. People2. Technology3. Time… all of which are limited resources. Social Media Measurement | Page 9
  10. 10. And…If you can’t measure it,you can’t manage it. Social Media Measurement | Page 10
  11. 11. In other wordsThe best social mediastarts and ends with data. Social Media Measurement | Page 11
  12. 12. The future of social media isabout math, metrics andmonetization. Social Media Measurement | Page 12
  13. 13. Before we go any further
  14. 14. We’re going to talk about… Return On Investment Social Media Measurement | Page 14
  15. 15. The ROI equation(Gain from investment – Cost of investment) Cost of investment Social Media Measurement | Page 15
  16. 16. So is everyone else measuringsocial media ROI? Social Media Measurement | Page 16
  17. 17. Social Media Measurement | Page 17
  18. 18. Social media metrics
  19. 19. It actually is easyto measure…just not withconventionalsuccess metrics. Social Media Measurement | Page 19
  20. 20. Three categories1. Quantitative metrics2. Qualitative metrics3. ROI metrics Social Media Measurement | Page 20
  21. 21. Quantitative metricsData-intensive and number-oriented.e.g. unique visits, page views,followers, demographics, andfrequency. Social Media Measurement | Page 21
  22. 22. Qualitative metricsThe emotional component.e.g. if 80% of your viewers “love”your programming and 20% say it“needs improvement”. Social Media Measurement | Page 22
  23. 23. Or, a mix of QUANT and QUAL:the number of positive commentson a specific post in a given week. Social Media Measurement | Page 23
  24. 24. Or…number influential blogslinking to you. Social Media Measurement | Page 24
  25. 25. ROI metricsAll roads lead here.e.g. how has social increasedviewership or led to more donors. Social Media Measurement | Page 25
  26. 26. The key:pick the key metrics that mostimpact your station, and don’t getbogged down with the rest. Social Media Measurement | Page 26
  27. 27. Data alone is not enough Action DataInsight Reporting AnalysisSocial Media Measurement | Page 27
  28. 28. At the endof the day…
  29. 29. There is a sequence Financial Non- impact financial Reaction impact Action InvestmentSocial Media Measurement | Page 29
  30. 30. Not everything is measurable:Loyalty Trust Passion Interaction Brand awareness Social Media Measurement | Page 30
  31. 31. Driving traffic is half the battle.What users do/see/feel on yourwebsite once they click… mattersas much (if not more). Social Media Measurement | Page 31
  32. 32. Do “likes” and “followers” matter?Successful social media strategiesfocus on morethan just getting attention. Social Media Measurement | Page 32
  33. 33. So are “1,000 true fans” better? Social Media Measurement | Page 33
  34. 34. 10 ROI best practices
  35. 35. ROI best practices1. Define goals and objectives. e.g. what exactly are you trying to accomplish and how will you measure success? Social Media Measurement | Page 35
  36. 36. ROI best practices2. Track everything. All the time. Social Media Measurement | Page 36
  37. 37. ROI best practices3. Give viewers donor opportunities where they live and play. Social Media Measurement | Page 37
  38. 38. ROI best practicesSocial Media Measurement | Page 38
  39. 39. ROI best practices4. Look at all metrics in one place. i.e. develop a comprehensive dashboard of stats. Social Media Measurement | Page 39
  40. 40. ROI best practices5. Test, test, test. Social Media Measurement | Page 40
  41. 41. ROI best practices6. An email address is always far more valuable than a social interaction. Social Media Measurement | Page 41
  42. 42. ROI best practices7. Don’t think of social media channels in silos. Allow disparate social networks to complement and amplify each other. Social Media Measurement | Page 42
  43. 43. ROI best practices8. ROI isn’t just about tracking success metrics. You should also track time spent managing social media. Social Media Measurement | Page 43
  44. 44. ROI best practices9. Learn how to best communicate social media ROI to key stakeholders. Social Media Measurement | Page 44
  45. 45. ROI best practices10.Be patient. It’s a process, not an event. Social Media Measurement | Page 45
  46. 46. hello@rockhousepartners.com 631 2nd Avenue South Suite 2R Nashville, TN 37210 twitter.com/rhpartners
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