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He who has the most followers doesn't always win. There are a number of tools available to measure the success of a social media program. The challenge is determining which metrics are actually......

He who has the most followers doesn't always win. There are a number of tools available to measure the success of a social media program. The challenge is determining which metrics are actually meaningful. Explore the ways to measure effectiveness on Facebook, Twitter and other social media platforms, along with how to bring them in line with institutional goals.

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  • 1. 1Social MediaAnalytics & TrackingPatrick PowersmStoner
  • 2. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 2Twitter@patrickjpowers#casesmc#smm
  • 3. Our Mission• Clarify goals and objectives.• Identify key performance indicators.• Understand available tools/metrics.• Provide clear reporting and analysis.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 3
  • 4. Determining ROICOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 4ROI = (Gain – Cost) / Cost
  • 5. The CostSocial media is only freeif your time is worthless.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 5#casesmc
  • 6. The GainCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 6
  • 7. The Gain• Build better brand awareness.• Increase event attendance.• Increase applications.• Drive web traffic.• Grow giving.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 7
  • 8. What are your goals?1.  Build awareness.2.  Increase engagement.3.  Drive enrollment.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 8
  • 9. Measureable Objectives• Reach ___ people on Facebook.• Increase engagement ___ percent.• Drive ___ people to the website.• Prompt ___ people to inquire.• Get ___ people to apply.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 9
  • 10. Determining KPICOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 10What are your keyperformanceindicators?
  • 11. Performance IndicatorsReach • Impressions • Views • Friends •Subscribers • Followers • In Circles •Likes • +1s • Comments • Shares •Retweets • Mentions • People TalkingAbout This • Engaged Users • Virality •Check-Ins • Visits • Pageviews • Time onPage • Bounce Rate • Conversions •RSVPs • Inquiries • Applications • Gifts COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 11
  • 12. Define Your KPIDon’t measureeverything, just whatmatters to you.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 12#casesmc
  • 13. Determining KPICOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 13Goal Facebook Twitter YouTube LinkedInBuildAwarenessTotal LikesReachImpressionsFollowersSubscribersViewsUnique ViewsFollowersPageviewsIncreaseEngagementLikesCommentsShares@MentionsRetweetsLikesCommentsSharesLikesCommentsRecommendDriveEnrollmentReferralsInquiriesApplicationsReferralsInquiriesApplicationsReferralsInquiriesApplicationsReferralsInquiriesApplications
  • 14. Facebook InsightsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 14View Insights
  • 15. Facebook InsightsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 15
  • 16. Facebook InsightsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 16Metric MeaningTotal Likes The number of unique people who like your page.Friends of FansThe number of unique people who are friends ofpeople who like your page.Talking About ThisThe number of people in a week who have created astory about your page, i.e. liked, commented, sharedor posted.Weekly Total ReachThe number of unique people in a week who haveseen a piece of content from your page.
  • 17. Page PostsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 17
  • 18. Facebook InsightsCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 18Metric MeaningReachThe number of unique people who page seen youpost.Engaged UsersThe number of unique people who clicked on a post(includes photo views).Talking About ThisThe number of unique people who have created astory about your page, i.e. liked, commented, sharedor posted.ViralityPercentage of people who saw your post and createda story from it.
  • 19. Export the DataThe real gold inFacebook page data hasto be exported.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 19#casesmc
  • 20. Exported Data• Organic, paid and viral impressions.• Organic, paid and viral reach.• Lifetime negative feedback.• Consumptions by type.• Story types created.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 20
  • 21. TwitterFollowersFollowingTweetsListedCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 21
  • 22. HootsuiteCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 22
  • 23. TwitterCounterCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 23
  • 24. Additional Resources• Social Media Monitor by Wildfire• TwitterGrader by Hubspot• TweetStats• SocialBroCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 24
  • 25. LinkedInCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 25
  • 26. LinkedInCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 26
  • 27. YouTubeCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 27
  • 28. FoursquareCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 28
  • 29. KloutCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 29
  • 30. 3rd Party ScoresUnless a measurement tooladdresses your specific goals, thenumber it spits out is useless.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 30#casesmc
  • 31. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 31The good stuff is here …
  • 32. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 32General Trends
  • 33. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 33Network Referrals
  • 34. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 34Social Visitors Flow
  • 35. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 35Specific Campaigns
  • 36. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 36Specific Campaigns
  • 37. COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 37Google URL Builder
  • 38. What’s Next?COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 38Now what do I do?
  • 39. Analyze and ReportSocial media measurementis only as valuable as theanalysis that follows.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 39#casesmc
  • 40. Creating a Report• Make it easy to read and understand.• Report key performance indicators.• Monitor and highlight trends.• Offer recommendations.• Explain causation.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 40
  • 41. Creating a ReportCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 41
  • 42. Creating a ReportCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 42
  • 43. Creating a ReportCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 43Social Media Report: OverviewJune 1, 2011 - May 31, 2012Build Brand AwarenessPosts Subscribers Reach Impressions1,331 20,591 ! 70% 874,495 4,415,571Increase Audience EngagementEngagements Engagements per Post Engagements per Subscriber10,247 7.70 0.50Drive Traffic to EnrollmentReferrals Inquiries Undergraduate Applications Graduate Applications65,740 " 41% 667 9 ! 100% 165 ! 100%Total number of referrals to the Websterwebsite from social media.Requests for information, RSVPs andapplications from social media referrals.Number of undergraduate applications comingfrom social media referrals.Websters social channels grew 70 percent over the past year with little sign of slowing down. Facebook continues to dominate the social media scencewhen it comes to building awareness. It possesses the largest network of Webster subscribers (9,534) with Twitter coming in second (6,865).Total number of unique users reached acrossall social media platforms.Facebook rules when it comes to audience engagement, netting nearly 32 engagements per post. The next highest platform was YouTube where eachvideo posted averaged just over 5 engagements per post. Facebook accounted for 92 percent of Websters total social engagements.The most social traffic to the Webster website came from Facebook (90 percent), so it is no surprise that Facebook also leads when it comes to inquriiesand applications. There was a significant decrease in the year-over-year referrals, most likely due to changes in Facebook that keep users logged in.Number of graduate applications coming fromsocial media referrals.Total number of Facebook posts, tweets, pinsand videos uploaded by Webster.Total number of Facebook fans, Twitterfollowers, YouTube subscribers, etc.Total number of unique users reached acrossall social media platforms.Total number of likes, comments and sharesacross all social media channels.Average number of engagements — likes,comments, shares — per post.% of subscribers who have engaged withWebster-generated content.
  • 44. Review• Clarify goals and objectives.• Identify key performance indicators.• Understand available tools.• Provide clear reporting and analysis.COUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 44
  • 45. Thank YouCOUNCIL FOR ADVANCEMENT AND SUPPORT OF EDUCATION 45Questions?