Social Media Analytics #wspc2011
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Social Media Analytics #wspc2011

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A getting started basic metrics/analytics workshop at the Wisconsin State Prevention Conference, June, 2011 through the Central Regional Team for the Center for the Application of Prevention ...

A getting started basic metrics/analytics workshop at the Wisconsin State Prevention Conference, June, 2011 through the Central Regional Team for the Center for the Application of Prevention Technologies. All materials, links and resources at http://technologyinprevention.wikispaces.com

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Social Media Analytics #wspc2011 Social Media Analytics #wspc2011 Presentation Transcript

  • Exploring
    Social Media
    Analytics
    LaDonna Coy, MHR, CPS, CDLA
  • LaDonna Coy, MHR, CPS, CDLA
  • #Hashtag
    #WSPC2011
    http://search.twitter.com
  • Where
    are you
    curious
    about
    Social
    Media
    Analytics?
  • Learning Objectives
    Develop a basic understanding of social media metrics & measures
    View analytics examples
    Identify social media measurement service providers
    Start a basic tracking/monitoring tool & plan of action
  • Social Media is like Driving
  • Dashboard
  • Maps
  • GPS
  • Just ask
    Just
    ASK!
  • How
    does
    Social
    reduce
    Media
    tobacco sales?
  • Pick a Goal/Objective/Strategy
    Example
    Goal/Outcome: To reduce tobacco sales to underage youth thereby reducing rates of tobacco use among youth.
  • What is . . .
    Social
    Media?
  • What are all these things then?
    Social
    Media
    Tools
  • Relationships …
    Digg
    RT
    Like
    Comment
    Tweet
    “Friend”
    Share
    Text
    Follow
    Update
    … make mediasocial!
  • What
    can
    Social
    metrics
    Media
    tell us?
  • Ways to measure Social Media?
    Analytics
    Content Analysis
    Surveys
    KD Paine Measuring Engagement is Just Another Term for Measuring Relationship http://bit.ly/bD28Et
  • Surveys
    $
  • Content Analysis
    B E W H OR C X E WW X
    U P HB K T P C W HK S
    H W EC R P SH O ON W
    VI N FLUE N CEV L
    B J V A U C N E N Y E H
    X S F L T G TV E O K A
    N U F C F I IF M Q A Z
    R N K U V E MQ I F M D
    I H L P W H ER E M J F
    L B Y E B C NJ N Q E C
    L G V WH A TK E S S I
  • Analytics Tell You …
    • Who’s coming to your site(s)?
    • Where they’re coming from?
    • What they do there?
  • Where are you “present” online?
    Assessment
  • Where are your people present & interacting online?
  • Brainstorm
  • Mapping Presence
    Where?
    Who?
  • RSS Reader Your Dashboard
  • facebook feeds
  • Track & Listen Template
    Content Analysis
    Follow – Track – Respond
  • More $ than Time?
  • http://analytics.google.com
    Google Analytics
  • What do Analytics tell us?
  • Analytics Tell You …
    • Who’s coming to your site(s)?
    • Where they’re coming from?
    • What they do there?
  • Google Analytics Dashboard
    Visits
    Site Usage
    Traffic Sources
    Map Overlay
    Content Overview
    Visitor Overview
    Average Page Views (all)
  • Who: People
  • Where from?
  • Content
  • Analytic Metrics
    % increase in visitors
    % increase in returning visitors
    Increase in number of different pages viewed
  • Analytic Metrics
    How many new subscribers/followers?
    How often do they visit?
    How long do they stay?
  • Analytic Metrics
    # of sessions with > 5 page views
    # session > 5 minutes in duration
    Increase in # of downloads
  • Analytic Metrics
    How much/often are people commenting?
    Ratio of visits to comments or ratings?
  • Analytic Metrics
    Conversation index
    # Retweets (Twitter)
    # or % Fan increases (FB)
    # Interactions (comments, wall posts, likes)
    Language, location, gender, age
  • Influence & Relationships
    Beyond page visits, picking up a brochure, or passing a billboard on the highway, at the end of the day what’s ultimately important is influence and relationships. --K. D. Paine
  • www.facebook.com
    Facebook Insights (Analytics)
  • # Interactions
    Likes
    Comments
    Wall Posts
    Post Quality
  • Total Interactions
    Comments
    Wall Posts
    Likes
  • Interactions
    ACTIVE Fans
    This week
  • Demographics
    TOTAL Fans
  • Demographics
    TOTAL Fans &
    Unsubscribed
  • YouTube Insights
    www.youtube.com
  • Video
  • The Basics
  • Links
  • Audiences
  • http://search.twitter.com
  • www.twitalyzer.com
  • www.tweetstats.com
  • Three Things for Social Media Success




  • Root your social media strategies inyour Plan

  • Focus on nurturing relationships

  • Monitor your data and adjust to meet your goals
    Content Analysis
    Analytics
    Surveys
  • A Matter of Transformation
  • These things I know ...
    We connect, engage or become increasingly irrelevant
    It is our conversations .. that really matter.
    We have the tools.
    A change in our analog “thinking” is required.
    The way we do our work is changing.
  • "Social media isn’t just about new widgets and gadgets ... It’s about a rapidly evolving culture, and a fundamental shift in communications, community building and decision making.
    To succeed in the 21st century, you need to know what this is all about, and how you can align your work in this new era."
    --Lisa Colton, Darim
  • Resources & References
    Kelsey Rugerhttp://www.slideshare.net/themoleskin/social-media-measurement
    Beth Kanter Listening for NonProfits in a Connected World at http://www.slideshare.net/kanter/listening-for-nonprofits-in-a-digital-world
    WeAreMediahttp://www.wearemedia.org/Tactical+Track+Module+1
    KD Paine Measuring Engagement is Just Another Term for Measuring Relationship http://bit.ly/bD28Et
    Measuring Public Relationships from Amazon http://bit.ly/arZMHw
    Laura Quinn, Idealwarehttp://www.idealware.org/articles/
  • Sources to Learn More
    Webinars and Video
    Idealware webinars http://idealware.org/online-training
    Charity How-to http://charityhowto.com/
    Books
    Paine, K. (2007). Measuring Public Relationships: The Data-Driven Communicator’s Guide to Success
    Paine, K. (2011). Measure What Matters: Online Tools for Understanding customers, Social Media, Engagement and Key Relationships
  • Photo Citations
    • http://www.flickr.com/photos/graphicfootprints/
    • http://www.flickr.com/photos/zakh/337938459/
    • http://www.flickr.com/photos/amylenzo/119927340/
    • All other photos from:
    • Istockphoto.com
    • Shutterstock.com
  • This presentation is licensed under CREATIVE COMMONS.
    This means you can use it, or parts thereof, as long as appropriate attribution is given and your resulting product is made available under this same license. The license prohibits using this presentation for commercial purposes. A list of citations and links is included for your reference and use. Please cite all creative commons photos to the original source.
    Suggested Attribution:
    Source: LaDonna Coy, MHR, CPS, CDLA for the Wisconsin State Prevention Conference, June 14-16, 2011. Delivered in agreement with the Central Regional Team, Centers for the Application of Prevention Technologies.