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
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