Let’s Talk About Social Media Metrics, Measurement, and ROI Beth Kanter, Beth’s Blog

Session Goals Snap shot Simple way to apply

Session Goals

Snap shot

Simple way to apply

Beth Kanter: Online Profiles & Presence Content in many places RSS Powered Fundraising Sharing photos, bookmarks, videos, and more Conversations network

Beth Kanter: Offline Photo by Steve Goodman

Some humans are mathematicians; others aren’t. -Jane Goodall

Two Minute Poll Who are you?

Why do What are metrics?

Metrics are the attributes or factors that are important for you to determine results or make improvements.

Why do What metrics are not ….

Definitions What is measurement?

Two hard truths about social media measurement …

Social Media measurement is not like Martha

Intangible!

Number of RSS Subscribers

Number of comments on Your Video

Number of people who have favorited your photo

Priceless!

A Three Minute History of Web Metrics

Basic Metrics: How many and who? Visits Visitors The number of actual people who have come to the site The number of trips made to the site Page Views The number of times pages were, well, viewed, by any visitor Visitor Info Where are they located? What software/ hardware are they using? Source: Idealware.org

Visits

What they’re doing Time on Site How long visitors spent on each visit Bounce Rate The % of visitors who only view a single page Source: Idealware.org

Time on Site

Traffic and Content Referrers Entry/ Exit Pages The pages from which visitors entered or left the site The websites that directed visitors to you Search Engine Keywords The words visitors are using to find your site Click Analysis A view of how many are clicking on what on each page Source: Idealware.org

Referrers

More Advanced Metrics Goal Conversion How many people made a series of steps to your desired goals (i.e. signup, purchase, donation, etc) Source: Idealware.org

Why does a star fish have five rays?

AELIA Audience Engagement Loyalty Influence Action

Audience Who # Trend for Unique Visitors

Engagement = Interaction + Attention What do they click on? How long do they stay? How many people comment on posts? What is the shape of the conversation? What is your post to comment ratio?

What do they click on?

How long do they stay?

How many people comment on posts?

What is the shape of the conversation?

What is your post to comment ratio?

Posts _____ Tracks + Comments

Loyalty RSS Subscribers - trends, not actual numbers Repeat visitors Tell other people about you Grain of Salt

Influential Ideas: Memes, and their intensity over time

Intent/Action Goal Conversion Rate Qualitative Data

How do I look at metrics in the real world?

Don’t do it this way …

Visitors, they like me, they really like me! Metrics as therapy

Metrics as detective work Why was there a spike in visitors that day?

Link to Goals, Strategy, and Decisions Strategy Map What is the value/cost of success? Value How? What data? What tool? Measurement What attributes you will measure? Metrics What does success look like? Benefit What is most important goal? Goal

Mapping

Data Tools When Measurement

Data

Tools

When

ROI: Cost of Benefit/Value Strategy Map What is the value/cost of success? Value What data? What tool? When? Measurement What attributes you will measure? Metrics What does success look like? Benefit What is most important goal? Goal

Charlene Li – New ROI of Blogging from Forrester

A Case Study in Progress

Small Groups What attributes you will measure? Metrics What does success look like? Benefit What is most important goal? Goal

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