Who Are You? • Organization • RoleStand up, Sit Down
Raise Your Hand!If your organization or startup and using thesetools?Measurement?
Share PairWhat is something you know already about makessocial media, content, or measurementsuccessful?What’s your burning question? Photo by Franie
My Story ….
Follow your passion!
Beth Kanter: Trainer Photo by Steve Goodman
Gave away a lot of t-shirts!
“The key to success is tell the story of one personand the impact”
• Set realistic and measurable objectives • Get organized • Identify and cultivate champions and influencers • Engaging stories that inspire people to share • Weave, support, and rally the network • Say thank you in creative ways Ongoing relationship building • Use measurement and reflection to learn and improveI’ve been using social media since 2003, thetools have changed, but principles are thesame
Say Thank You InCreative Ways
Light TouchesNot Just AsksRelationships
My principles … • Follow your passion • Set realistic and measurable objectives • Get organized • Identify and cultivate champions and influencers • Engaging stories that inspire people to share • Weave, support, and rally the network • Say thank you in creative ways Ongoing relationship building • Use measurement and reflection to learn and improve
What inspires you about the work you door your organization’s mission?How do you tell your story to inspireothers?
Integrated Content Strategy The coordinated process of distributing created and curated content through different channels to reach your audience, and move them to action to reach your goals Creation Channels Audience Coordination Curation
Why Important: Getting Attention in An Age of Overload Traditional Social Tradigital Media Owned Source: Steve Rubel
Content Creation: Strategy • Audience • Channel • Frequency Tool: Editorial Calendar What will you say? What does your audience want?
Content Strategy: Organize
Content Strategy: Organize Organize your ideas so you A few tools …. can curate and create
Content Strategy: Topic Ideas Features News Highlights Breaking News Reviews Industry News Stories Data Case Studies Reports How To Opinion Tips Idea Pieces Tutorials Interviews Lists Opinion Resources
Content Strategy: Remix It and Mix it Up
Content curation is the organizing,filtering and “making sense of”information on the web and sharingthe very best content with youraudience.
Content Curators Are Like Radio DJs
Why is Content Curation Important?
There is too much information on the Internet!Information is measured in exabytes, a unit of in formation or a computer storage equal to one quintillion bytes
There is too much information being shared!Flickr photo by dkalo
More Thoughtful Consumption
Your Brand Will Be Seen As Thought LeaderPhoto by spdl_n1
Content Curation: Learn from the Experts Robin Good: http://www.masternewmedia.org
Content Curation: How To Get Started SEEK SENSE SHAREFramework: Harold JarcheNetworked Learning Is Working Smarter
SeekGetting Started: Seek • Define objective, audience, and topics • Know and organize sources • Use discovery tools • Scan more than you capture • Don’t share unless it adds great value • Discipline • No more than 20 minutes a day
SENSE Sense • Product: Blog post, report, memo, presentation • Annotate, Archive, Apply • Helps you get work done for organization • Takes concentration
Share SHARING• Feed your network a steady diet of good stuff• Comment on other people’s stuff• Collaborative sense-making
Content Curation Tools Collecting and SharingDiscovery Tools
How does your organization apply the 3Cs of content: creation, coordination,and curation?What makes you successful?
Social Media Measurement
The Five Stages of Social Media Measurement Acceptance Improved Delight Results Confusion FearDenial
Denial Social media is an art form, not a science. It can’t be measured!
Fear What if my social media strategy doesn’t show a return?
Confusion I know I should measuring our social media, but not sure what or how?
Delight Hey check out these cool metrics!
Acceptance: Improved Results Successful social media decisions start with measurement
What can we learn from a measurement maven?
Key results generallyinclude:• increasing themovement size byincreasing membership• garnering attentionfrom all mediathrough creativeengagements• getting policies passed• working with alignedpartner organizations• increasing capacity
Momsrising wanted to demonstrate to Congress that there was a grassrootsconstituency that supported Medicaid and dispel a misperception that whileMedicare has a strong constituency, Medicaid did not.
500 Stories from 43statesCurated best ones thatillustrated theirmessageRepurposed acrosschannels100K emails to congress
Metric Mondays – Social Media Metrics Measuring Goal: Movement Growth
StrategyGoals MeasurementMeasurement StepsAudience Definition Goals Target Audience Benchmarks Influencers Metrics – KPIEnvironmental Scan CostsMessaging/Content Select Right Tool ToChannels/Tactics Collect DataPilot Turn Data in ActionBudgetTimeline
Define GoalsKeep asking to what end?AwarenessReputationRelationshipsActionDonationsVolunteersBehavior Change
Making Your Goals Measurable• What is your result?• Who do you want to reach?• What do you want them to do?• How will you measure success? S Specific M Measurable A Attainable R Relevant1. How many? T Timely 2. By when?
Benchmark: Peer Organization THEM US Followers Average RT per Tweet
There is no shortage of metrics youcould use ……. 27. Social bookmarks 28. Subscriptions (RSS, podcasts, video series)1. Volume of consumer-created buzz 29. Pageviews (for blogs, microsites, etc)2. Amount of buzz 30. Effective CPM based on spend per impressions received3. Shift in buzz over time 31. Change in search engine rankings for the site linked to through4. Buzz by time of day social media5. Seasonality of buzz 32. Change in search engine share of voice for all social sites6. Competitive buzz promoting the brand7. Buzz by category 33. Increase in searches due to social activity8. Buzz by social channel 34. Percentage of buzz containing links9. Buzz by stage in purchase funnel 35. Links ranked by influence of publishers10. Asset popularity 36. Percentage of buzz containing multimedia (images, video, audio)11. Mainstream media mentions 37. Share of voice on social sites when running earned and paid media12. Fans in same environment13. Followers 38. Influence of consumers reached14. Friends 39. Influence of publishers reached (e.g., blogs)15. Growth rate of followers friends 40. Influence of brands participating in social channels16. Rate of pass-along 41. Demographics of target audience engaged with social channels17. Change in rates 42. Demographics of audience reached through social media18. Second-degree reach 43. Social media habits/interests of target audience19. Embeds / Installs 44. Geography of participating consumers20. Downloads 45. Sentiment by volume of posts21. Uploads 46. Sentiment by volume of impressions22. User-initiated views 47. Shift in sentiment before, during, and after social marketing23. Ratio of embeds to views programs24. Likes / favorites 48. Languages spoken by participating consumers25. Comments 49. Time spent with distributed content26. Ratings 50. Time spent on site through social media referralsSource: 100 Ways to Measure Social Media by David Berkowitz
There is no shortest of metrics you 75. Customers assistedcould use ……. 76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store) 77. Savings generated by enabling customers to connect with each other51. Method of content discovery 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research52. Clicks for that one)53. Percentage of traffic generated from earned media 79. Customer satisfaction54. View-throughs 80. Volume of customer feedback generated55. Number of interactions 81. Research & development time saved based on feedback from social56. Interaction/engagement rate media57. Frequency of social interactions per consumer 82. Suggestions implemented from social feedback58. Percentage of videos viewed 83. Costs saved from not spending on traditional research59.60. Polls taken / votes received Brand association What you 84. Impact on online sales61. Purchase consideration Measure 85. Impact on offline sales 86.What Discount redemption rate62. Number of user-generated submissions received 87. Impact could matters on other offline behavior (e.g., TV tune-in)63.64. Everything Exposures of virtual gifts Number of virtual gifts given 88.most? generated Leads65.66. Relative popularity of content Tags added measure 89. Products sampled 90. Visits to store locator pages 91. Conversion change due to user ratings, reviews67. Attributes of tags 92. Rate of customer/visitor retention68. Registrations from third-party social logins 93. Impact on customer lifetime value69. Registrations by channel ( 94. Customer acquisition / retention costs through social media70. Contest entries 95. Change in market share71. Number of chat room participants 96. Earned medias impact on results from paid media72. Wiki contributors 97. Responses to socially posted events73. Impact of offline marketing/events 98. Attendance generated at in-person events74. User-generated content created that 99. Employees reached (for internal programs)75. Customers assisted 100. Job applications received Source: 100 Ways to Measure Social Media by David Berkowitz
KPI:Actions taken, donations made, andcustomer service winsOutcome: Celebration Campaign for fansto engage and participate in funPositive responses/Screen captureCounting Metrics:# Photo submissions # shares # tab views
The right tool for the job
The Right Tool for the Job • Sentiment Content • Themes Analysis • Messaging Survey • Attitudes • Preferences Research • Behavior • Reach Analytics • Engagement • ActionKD Paine Framework
Data to measure progress onyour objectives will come froma variety sources andmeasurement tools.
Turn Data into Action
Blue = Reach Green = Engagement - People Talking About Purple = Content Size of circle = frequencyWhere are the Mountains and Canyons?What caused them?
Blue = ReachGreen = Engagement - People Talking AboutPurple = ContentSize of circle = frequency
Had highest virilaty rate
Learning:Post fun geeky visual stuff that is useful on Fridays
Tagged an influencer, who shared it with hernetworks. Timely topic, was current in thenews.
After Action ReviewSource: http://nwlink.com/~donclark/leader/leadaar.htmlCurated by Michelle Martin
Basic StepsGoalsBenchmarksMetrics – KPICostsSelect Right Tool and Collect DataTurn Data in Action