You will see me with a different hat at every event…I can’t let a virtual event be any different! My name is Lauren Vargas and I am the Sr. Community Manager at Radian6.
I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and Visiting Scholar for Nonprofits and Social Media at the Packard Foundation
Insert polls:Do you work with a ..NonprofitFor-Profit/CorporationIndependent ConsultantOtherHow long has your organization been using social media to help reach communications, program, or sales objectives?Haven’t startedLess than six monthsSix months to a yearAt least a year or twoMore than two yearsHow much time do you spend working on social media?Full time jobPart time jobTen hours a weekLess than ten hours a weekHave you been asked by your boss, c-suite, or others in your organization to “prove” the value of social media?YesNo
http://www.flickr.com/photos/sifter/282602167/Just gathering lots of eyeballs isn’t what actually matters, but rather gathering the right eyeballs and then driving them to some sort of action.Listening at the point of needShare of Voice vs. Share of Conversation: Old metric is looking at potential reach, not actual reach; New metric is how present and recognized you are among the conversations you want to be associated withCause and correlationDoes not mean you throw away old metrics! Improve upon what is existing.
Keep your spreadsheets slim and trimOnly collect the data you can learn from and nothing moreIt shouldn’t take you more time to collect data than to do the projecthttp://beth.typepad.com/beths_blog/2010/04
Combine the qualitative and quantitative; data will not come from one tool or source. Incorporate data from across the enterprise (customer service, web analytics, sales/lead gen). Discover how your customers interact with your web presence (as a whole). Mesh the intent with the clicks to find actionable insights that drive meaningful changes to improve customer experience. Give examples of metrics that take more than one data source to analyze.
Need to understand statistics and not make decisions because of antidotal; all about trend lines.Correlation is not causation.
Here’s an example. I use my FB page as focus group to figure out what topics to write about … so my ultimate metric is the number of good blog posts that I’m able to glean from it.
Listening and monitoring takes time. As you build traction in social media, the time it takes to listen well AND act onthe information you find is going to increase. Ideally, you want to be spending your time acting on the information you find rather than gathering it and doing the analysis manually. This is where a paid solution can come in handy, and there are many available spanning budgets and capabilities. If you’re spending more than an hour or so a day gathering and tracking results, and more thana couple of hours a week doing the analysis, you might be ready to consider a more robust platform to do your listening.Features you’ll want to look for:• Depth and Breadth of coverage: ensure you’re capturing all relevant posts from across the social web• Analytics and Metrics: What specific social media metrics can you track, filter, and report on?• Collaboration and Workflow: As you mature, you’ll want to be able to share data among your team• Engagement: Can you coordinate, track, and measure your outreach from the platform?• Scalability: How can you integrate your social media monitoring into other areas of your business?
Tangible: Easily Converts to $ or Time Market Research Mainstream media mentionsInquiries for program Program IdeasIncreased Relevant Visitor TrafficIncreased Page Rankings Fundraising – reach new donors – both small and large’ DonationsLeadsSubscribersMembersSaved Time Saved CostsIncreased page rankIncreased media attention Signed petitionsCalls or emails to government officials
Intangible: Difficult to Translate, But Still Important Insights about what works Employee Social Graphs Interaction EngagementReputation Loyalty Satisfaction Sentiment Feedback
Brand Overview Summary 28 9/3/2010 Volume Engagement Sentiment 904 posts ( 30% ) 29.1% ( 6.2% ) 88% positive ( 5% ) Share of Voice Trends Share of Conversation corporate blog product inquiry product release support questions 24% ( 11% ) 10% ( 2% ) 77% 14% 86% 23% 21% 51% 79% 49% The week centered around the product release of the X590 and the resulting buzz/troubleshooting issues. Overall it was a positive week with gains in all the main areas reported on.