ABCs of Social Media ROI and Measurement

The ABC’s of Social Media ROI
Jordan Viator | @jordanv
#nptweet

Living in a Sea of Social Metrics
Your predicament:
measuring the right data in an easy, scalableand meaningfulway.

Getting Management to Understand

Not Spending a Fortune on Extravagant Technology and Analysis

Analytics
Benchmarks
Conclusions
Remember Your ABCs…

Analytics
Deciding on the right metrics to track is the crucial first step.

Analyze the goals of your social media activities and decide what metrics to measure based on these.
nalyze
Always start small with metrics, tracking only 10-20. You can always add later, but start small to set yourself up for success and make the process less overwhelming.

Allot the right tools to help you collect these metrics that make the process as simple and least time consuming as possible.
llot
Number of Twitter Followers
Click
Throughs
Facebook Engagement
Automate the data collecting by using available tools to help gather
information. Find the right tools and sign up for notifications.

Assign the right resources to pull the raw data.
ssign
Any number of people internally can own, not just the social practitioner. If time and numbers are intimidating or hard to collect, consider help from an intern or web manager.

Benchmarks
Taking your raw metrics and reporting them in a comparative way.

Begin making a master report that is the central repository for all social metrics.
egin
Build updates into your routine, updating the report at the same time each week or month. Schedule this on a calendar to not lose track.

Baseline your activity metrics to provide a starting point for reference when comparing and analyzing activity in the future.
aseline
Brace yourself for reality that numbers don’t skyrocket over night. As with any other tactic, TLC is needed to build a truly successful social presence.

Broaden benchmark metrics once you feel comfortable with reporting, ongoing activity and preliminary success.
roaden
Advanced metrics
Donations sourced
Number of new emails sourced
Based on the expansion of activity, social tools and technology integration,
new metrics should be added periodically as needed.

Conclusions
Taking the raw data, benchmarks and trends and drawing meaningful conclusions.

Compare anomalies, spikes in engagement and other data to the content and/or events that drove the result.
ompare
What Twitter content drove the surge
in click throughs?
What helped spike web traffic
from Twitter?
Causation of these events can help replicate successful activity for future activity.

Cluster together similar tactics such as Tweets, blog posts, mentions, Facebook posts to determine trends
luster
What type of content drives
the most mentions?
Who is helping advocate most for
your brand?
Concluding what messaging, content types and people drive the most success can help greatly improve and inform your social plans and tactics over time.

Continue the evolution of your programs by gathering as much actionable data as possible – information that helps your organization make better decisions.
ontinue
Contrast to older channels, there are no pre-defined testing methodologies for social media. Gathering “actionable” data fosters ongoing testing for your activity.

Best Practices
www.connectioncafe.com
www.convio.com/blogging
www.convio.com/twitter
www.convio.com/youtube
www.convio.com/facebook
www.bethkanter.org
www.wearemedia.org
www.mashable.com
Metrics & Measurement
Sredfast managing presence. metrics
Tweetdeckmanaging presence, search
Addictomatic & Social Mentionsearch, mentions
Technoratiblog linkbacks, rank
Facebook InsightsFacebook engagement
Bit.lyclick through tracking, conversions
TwitalyzerTwitter retweets, community info
KloutTwitter influencers, types of users
Nonprofit Resource Toolbox

Questions?
#NPTWEET

http://www.connectioncafe.com	51
http://www.anikageisel.de	12
http://www.olafmolenaar.com	4
http://www.marketinginnovatie.org	3
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http://webculturaro.wordpress.com	2
http://anikageisel.posterous.com	2
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http://boite.nl	1

ABCs of Social Media ROI and Measurement

by Jordan Viator on Aug 06, 2010

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ABCs of Social Media ROI and Measurement — Presentation Transcript