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Goverment 2.0: Social Media in the Age of Obama - Measuring Your Success
 

Goverment 2.0: Social Media in the Age of Obama - Measuring Your Success

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Tools and tips about how to measure your return on investment (ROI) and know if your social media campaign is working.

Tools and tips about how to measure your return on investment (ROI) and know if your social media campaign is working.

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Goverment 2.0: Social Media in the Age of Obama - Measuring Your Success Goverment 2.0: Social Media in the Age of Obama - Measuring Your Success Presentation Transcript

  • Measuring Your Success Government 2.0 Audio portion 866-707-4547 - Pwd: 3864729# Kris Eriksen will moderate Laura Lee Dooley World Resources Institute http://www.wri.org Danielle Brigida National Wildlife Federation http://www.nwf.org
  • Are you looking at your metrics? (Polling questions)
  • Why measure?
    • Goal milestones
    • Benchmark
    • Compare
    • Focus efforts
    • Usability | User interest
    • Manage expectations
  • What to measure?
    • Traffic
    • Connections
    • Demographics
    • Content “legs”
    • Reactions
    • Impact
  • Excel is your friend … trends over time
  • … deciding what data to collect …
  • Start with end goal in mind
    • To get ___________ to do ___________.
    • To change ________ to _________.
    • To help ________ achieve _______.
  • Website Measurement Tools Who’s coming to your site?
  • Tool: Google Analytics
  • Setting up Google Analytics
    • www.google.com/analytics
    • Create a Google Account
    • List the website and contact information
    • Take the snippet of code and put it in website code
  • Tracking Visitors, Pageviews
  • Traffic Sources
  • Other Free Analytics Tools www.crazyegg.com www.enquisite.com www.woopra.com
  • Onsite Website Survey Tools www.kampyle.com 4q.iperceptions.com
  • Make Metrics Accessible to Authors
  • Share Metrics with Widgets
  • www.webanalyticsassociation.org “DEFINITIONS”
  • RSS Feed Measurement Tools Who’s subscribing to you?
  • Tracking Subscriptions
  • Email Feed vs. Subscription
  • Facebook | LinkedIn Measurement Tools Who’s connected to your mission?
  • Facebook Fan Page Tracking
  • LinkedIn | Facebook Groups
  • Look for Engagement…
  • Enjoy the Organic Growth NWF Facebook Fans
  • Tracking Posts in Google Analytics http://www.wri.org/stories/2009/02/dear-climate-media-dont-forget-midwest? utm_campaign=socialmedia&utm_medium=facebook&utm_source=wri-group
  • Twitter Measurement Tools Who’s talking to you?
  • Measuring Engagement twitter.com/NWF twitter.com/worldresources 1 + 1 =
  • Twitter tools for measuring reach www.tweetake.com tweetburner.com tr.im www.twittercounter.com www.lessfriends.com
  • Some tools for measuring performance www.xefer.com/twitter/ twitter.grader.com www.twinfluence.com www.webanalyticsdemystified.com/ twitter
  • What Do We Tweet?
    • New Blog Entries
    • Random Facts & Data
    • Breaking News
    • Program Information
    • Timely Events
    • Retweet
    • Reply
  • NWF: As followers grew… More programs joined…
  • NWF: We Applied the Tool to Compliment Our Work
  • NWF: Promoting Wildlife Watch on Mallard Duck #NWF
  • Return can often be engagement…
  • … In summary …
  • Growth of Friends | Fans | Followers | Visits
  • Quality of Friends | Fans | Followers | Visits
    • Retweet | Post your content
    • Reply to | Comment on your content
    • Build new content based on your content
    • Build connections to you and your content
  • WHY? Learn and Apply Study…then Test! Originally uploaded to Flickr by Steven S.
  • Reaching Your Goals by the Numbers Satisfaction in Engagement Ambassador/Evangelist Ownership Word of Mouth Repeat Customers Relationship
  • Reaching Your Goals by the Numbers R E A C H $$ REVENUE $$ Engagement
  • Measuring the Immeasurable “ They like me, they really like me”
  • Recognition for online access / presence
  • Personal profile posts of content
  • Community steps forward to support
  • Integration of your info into other sites
  • Integration of your info into other sites
  • Invitations|participation in SM events
  • What Are Your Ideas?
  • Questions & Answers Government 2.0 Laura Lee Dooley World Resources Institute http://www.wri.org [email_address] [email_address] Danielle Brigida National Wildlife Federation http://www.nwf.org [email_address] [email_address]