• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Framing Session Metrics
 

Framing Session Metrics

on

  • 1,202 views

By Samer Rabadi

By Samer Rabadi

Statistics

Views

Total Views
1,202
Views on SlideShare
1,197
Embed Views
5

Actions

Likes
0
Downloads
6
Comments
0

1 Embed 5

http://netchangeweek.ca 5

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Framing Session Metrics Framing Session Metrics Presentation Transcript

    • Social Tech Training One Thing I Wish I Had Known: Metrics 10 km with Samer Rabadi 0 km Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 1
    • A Simple Question How do you know the Widget is worth your time and effort? • intuitive factual  • visionary planned  • arbitrary mechanistic  • reckless soulless  Imperial Metrics Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 2
    • Shiny Object Syndrome The Next Big iThing!™ •No one wants to get left behind •Jumping the bandwagon, maybe going nowhere For example: •Second Life •Facebook (for donations) Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 3
    • The Starting Line Know where you’re headed— otherwise just running aimlessly What is your organizations goal for engaging in Social Media? • Who is your target? • What action do you want them to take? Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 4
    • “Not All Who Wander Are Lost” “But it sure helps to have a map!” If you don’t have goals, then can’t know if succeeding • Diagnose what's working and not working • Compare versus others working in your issue area Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 5
    • The S.M.A.R.T. Runner The same rules apply: S – specific M – measureable A – attainable R – realistic T – timely
    • Measurement Is it? Problem: • Awareness • Loyalty How do define success • Relationship building once you have a goal? • Brand Creation • Donations • Advocacy • Persuasion • Event attendance • Sales. • Etc., etc., etc. …
    • Measurement, Part II More problems: • Success might not have a value • Multiple campaigns, i.e. the source of benefit? Use proxies/signals of success: • Awareness study • Net Promoter Score (NPS) • Referrals • Friends, fans, follows • What your boss wants!
    • Measurement, Part III One way to measure: Determine the cost of equivalent benefits
    • “Free Running” “Not quite!” Just because social media is free or low-cost, don’t assume that any benefit is a net gain Not magic: • Staff time • Opportunity cost
    • Running the ROI RETURN ON INVESTMENT (ROI): the value of a benefit divided by what you spent to get it
    • Running the ROI, Part II Email is easy—just look at open, click, conversion rates For everything else, there’s Frogloop Social Network Calculator: http://www.frogloop.com/social-network-calculator Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 12
    • Running the ROI, Part III Social Network Calculator: • Calculate estimate of cost and ROI for the efforts of staff in social networking sites like Facebook or MySpace • Works like an online mortgage calculator • Enter the starting assumptions in the yellow boxes and the tool calculates results automatically Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 13
    • Running the ROI, Part IV The last mile: Are you being as effective or more effective using these tools rather than other tools?* * Laying the groundwork for future effectiveness is also important Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 14
    • The Breakdown ROI Is the benefit worth the cost? Useful for: • promoting/justifying projects internally • knowing when projects need to be tweaked • killing unproductive, vanity projects Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 15
    • Fin* Samer Rabadi Senior Campaign Manager—Care2.com samerr@care2team.com http://www.care2.com Twitter: 3seed * The presenter hopes that the return is good for those investing the time and resources to attend this session. Copyright ©2008 Care2, Inc. All rights reserved 06/11/09 16