Half my social media is working
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Social media data presentation from Social Media for Nonprofits, November 2015.
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Half my social media is working
- 2. About San Francisco AIDS Foundation • 16,000 clients a year for HIV and STI screenings • HIV prevention programs • Care programs for people living with HIV • Education and advocacy About Lyndal Cairns • Social Media Manager, San Francisco AIDS Foundation • Let’s connect: about.me/LyndalCairns • This presentation, other resources: LyndalCairns.wordpress.com/SM4NP
- 4. GROWTH GOALS I want to… • Grow my social media community Social media follower/fan counts • Increase the reach of my messages Network mapping, website analytics, mentions • Increase engagement with my messages Comments, shares, surveys, social listening • Build my email/SMS list Subscription numbers, website analytics funnel data
- 5. ADVOCACY GOALS I want to… • Gauge understanding of an issue Social listening, surveys, qualitative research • Plot capacity for change Petitions, campaign newsletter/page signups • Find influencers in my field Influence mapping, link tracking • Lead the discussion on this issue Social listening, content popularity, SEO, media coverage
- 6. MONEY GOALS I want to… • Gauge donor capacity CRM data, surveys, social listening • Track event registrations Funnel abandonment, event Facebook pages, web visits • Measure exposure (for partnerships and grants) Email signups, event attendees, website analytics • Calculate return on Investment Staff time, ad spend, Google grants
- 7. UNDERSTANDING YOUR VISITORS • Build funnels that lead to that sweet spot • Look for opportunities to build connection • Retarget for deeper engagement WHAT YOUR VISITORS WANT FROM YOUR WEBSITE WHAT YOU WANT YOUR WEB VISITORS TO DO
- 8. TRACKING URLS • Google URL builder • Your CRM’s tracking systems • Link shorteners – track even external links POWER TOOL Google URL builder http://www.sfaf.org ?utm_source=Twitter &utm_medium=SFAF &utm_campaign=pears
- 9. DATA IS VALUABLE FOR BUILDING PARTNERSHIPS
- 10. GET BETTER INSIGHTS • Get the most out of your analytics • Use power tools, like Facebook’s Power Editor • Compare apples with apples • Know your CPM and CPC • Don’t forget organic • Engage third-party tools POWER TOOL FollowerWonk
- 11. TESTING BEST PRACTICE • Keep your eye on the prize (and don’t get distracted by shiny, new tools) • Bring your web lead with you • Try to understand the technology • Ask yourself: What could an A/B split tell me? • Track separately, and report as you go POWER TOOL Tracking spreadsheet
- 12. REPORTING BASICS • Develop your goals • Find your baseline • Use the right metrics to back up your goals
- 13. REPORTING – KEEPING YOURSELF SANE • Schedule reporting at least once a month • Be proud! • Make it visual • Use your learnings to tweak your strategy
- 14. BURNING QUESTIONS? • Let’s connect: about.me/LyndalCairns • This presentation, with links: LyndalCairns.wordpress.com/SM4NP • Learn about San Francisco AIDS Foundation: sfaf.org Creative Commons images in this presentation by Rones and timtjtim