Social Media Metrics: Free tools to help you measure your success

Social Media Metrics June 3, 2009 Social Media Metrics: Free tools to help you measure your success Laura Lee S. Dooley Online Engagement Strategist World Resources Institute (www.wri.org) twitter.com/lauraleedooley lauralee@wri.org Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 The Social Loop Source: Wayne Smallman Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Regardless of channel, voice, or country … … a majority of people need to hear the same message 3-5 times to believe it. Edelman Trust Barometer 2009 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Strategy Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Flickr: aussiegall/Louise Docker Listen Create Buzz Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Flickr: aussiegall/Louise Docker Are you looking at your metrics? Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Why measure? • Goal milestones • Benchmark • Compare • Focus efforts • Usability | User interest • Manage expectations D Sharon Pruitt Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Measure: Return on Investment Return on Information Return on Engagement Return on Relationship Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 People like doing business with people they know … … and love doing business with people they trust. Edelman Trust Barometer 2008 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 TRUST is personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 new ways to play & build relationships Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 METRICS MANTRA: “You can’t manage what you can’t measure.” Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 What to measure? • Traffic • Connections • Demographics • Content “legs” • Reactions • Impact D Sharon Pruitt Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 … deciding what data to collect … Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Excel is your friend … trends over time Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Start with end goal in mind • To get _______ to do _________. • To change from ______ to _______. • To help ________ achieve _______. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Website Measurement Tools Who’s coming to your site? Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Tool: Google Analytics Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Setting up Google • www.google.com/analytics Analytics • Create a Google Account • List the website and contact information • Take the snippet of code and put it in website code Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Benchmarking against sites of similar size Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Traffic Sources Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Other Free Analytics Tools www.crazyegg.com www.enquisite.com www.woopra.com Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Onsite Website Survey Tools www.kampyle.com 4q.iperceptions.com Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Make Metrics Accessible to Authors Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Share Metrics with Widgets Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 www.webanalyticsassociation.org “DEFINITIONS” Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 RSS Feed Measurement Tools Who’s subscribing to you? Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Tracking Subscribers and Reach Reach is the total number of people who have taken action - viewed or clicked - on the content in your feed. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Email Feed vs. Subscription Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Performance of Individual Links Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Facebook | LinkedIn Measurement Tools Who’s connected to your mission? Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Facebook Fan Page Tracking Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Facebook Lexicon: Measuring buzz Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Look for Engagement… Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Enjoy the organic growth . . . Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 . . . understand the different growth rates Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 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 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Twitter Measurement Tools Who’s talking to you? Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 terms • Tweet = Twitter message/update • Reply = @username • Direct Message = Mutual friend message • Favorite = Starred tweet • Retweet = RT @username, repeated tweet • Hashtag = #keyword, way of labelling Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 What to Tweet? • New Blog Entries • Random Facts & Data • Breaking News • Program Information • Timely Events • Retweet • Reply Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 twitter.pbworks.com/Apps Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 AUTHORITY: Followers, frequency, @replies Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 twittercounter.com Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 useqwitter.com Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 URL shorteners . . . metrics, noframe Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 http://www.wri.org/press/2009/04/new-report- shows-strong-potential-economic-benefits- renewable-energy-southeast-us-0 ? utm_campaign=blogging&utm_medium=twitter&u tm_source=microblog track twitter links through GA Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 twitter.mailana.com (@petewarden) Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 www.twitalyzer.com: User, brand, search Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 search.twitter.com Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 retweetist.com Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 . . . more than retweets . . . Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 backtweets.com Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 tweetake.com Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 FOLLOWERS DATA • Twittername • Real name • Location • URL • Biosketch • Tweet Type • Follower/Mutual • Date/Time Followed • Blog feed (listen) • Blog contact info Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 What are we measuring anyway? • Twitter: Overall performance • Tweets: Clickthroughs Responses – direct, indirect • Tweeple: Your brand advocates, naysayers Growth in friends, followers Connections beyond twitter Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Return can often be engagement… Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 … In summary … Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Growth of Friends | Fans | Followers | Visits Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 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 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 WHY? Learn and Apply Originally uploaded to Flickr by Steven S. Study…then Test! Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Partner/Donor p h ip Ambassador/Evangelist n thins tiolasio Word of Mouth RelaRe Repeat Visitor Information Seeker Reaching Your Goals by the Numbers Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Measuring the Immeasurable “They like me, they really like me” Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Recognition for online access / presence Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Personal profile posts of content Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Community steps forward to support Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Reuse | Mashups of your content Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 www.filtrbox.com Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 socialmention.com Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 local.google.com Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Invitations|participation in SM events Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Lessons Learned Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 Build knowledgebase of data . . . Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 . . . go beyond up and to the right . . . Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 . . . measure active conversation . . . Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 . . . your brand is the sum of many parts . . . Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 post ratio - 1:12 (1=you, 12=them) Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 . . . online engagement obstacle . . . Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 . . . success stories, relationships . . . Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 . . . measure against . . . 1) self 2) similar 3) community Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 . . . measure your contribution . . . Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 . . . listen + share + measure = TIME . . . Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009 What Are Your Ideas? Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

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Social Media Metrics: Free tools to help you measure your success

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