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Rockhouse partners - social media measurement for neta

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  • 1. Social Media Measurement 2011 NETA Conference
  • 2. Is it worth the effort?Social Media Measurement | Page 2
  • 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. Social media isn’t a fad…it‘s a fundamental shift in the waywe communicate. Social Media Measurement | Page 4
  • 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. Social media is like teen sex… Social Media Measurement | Page 6
  • 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. That said…
  • 9. It takes…1. People2. Technology3. Time… all of which are limited resources. Social Media Measurement | Page 9
  • 10. And…If you can’t measure it,you can’t manage it. Social Media Measurement | Page 10
  • 11. In other wordsThe best social mediastarts and ends with data. Social Media Measurement | Page 11
  • 12. The future of social media isabout math, metrics andmonetization. Social Media Measurement | Page 12
  • 13. Before we go any further
  • 14. We’re going to talk about… Return On Investment Social Media Measurement | Page 14
  • 15. The ROI equation(Gain from investment – Cost of investment) Cost of investment Social Media Measurement | Page 15
  • 16. So is everyone else measuringsocial media ROI? Social Media Measurement | Page 16
  • 17. Social Media Measurement | Page 17
  • 18. Social media metrics
  • 19. It actually is easyto measure…just not withconventionalsuccess metrics. Social Media Measurement | Page 19
  • 20. Three categories1. Quantitative metrics2. Qualitative metrics3. ROI metrics Social Media Measurement | Page 20
  • 21. Quantitative metricsData-intensive and number-oriented.e.g. unique visits, page views,followers, demographics, andfrequency. Social Media Measurement | Page 21
  • 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. 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. Or…number influential blogslinking to you. Social Media Measurement | Page 24
  • 25. ROI metricsAll roads lead here.e.g. how has social increasedviewership or led to more donors. Social Media Measurement | Page 25
  • 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. Data alone is not enough Action DataInsight Reporting AnalysisSocial Media Measurement | Page 27
  • 28. At the endof the day…
  • 29. There is a sequence Financial Non- impact financial Reaction impact Action InvestmentSocial Media Measurement | Page 29
  • 30. Not everything is measurable:Loyalty Trust Passion Interaction Brand awareness Social Media Measurement | Page 30
  • 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. Do “likes” and “followers” matter?Successful social media strategiesfocus on morethan just getting attention. Social Media Measurement | Page 32
  • 33. So are “1,000 true fans” better? Social Media Measurement | Page 33
  • 34. 10 ROI best practices
  • 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. ROI best practices2. Track everything. All the time. Social Media Measurement | Page 36
  • 37. ROI best practices3. Give viewers donor opportunities where they live and play. Social Media Measurement | Page 37
  • 38. ROI best practicesSocial Media Measurement | Page 38
  • 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. ROI best practices5. Test, test, test. Social Media Measurement | Page 40
  • 41. ROI best practices6. An email address is always far more valuable than a social interaction. Social Media Measurement | Page 41
  • 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. 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. ROI best practices9. Learn how to best communicate social media ROI to key stakeholders. Social Media Measurement | Page 44
  • 45. ROI best practices10.Be patient. It’s a process, not an event. Social Media Measurement | Page 45
  • 46. hello@rockhousepartners.com 631 2nd Avenue South Suite 2R Nashville, TN 37210 twitter.com/rhpartners