Communications metrics
Upcoming SlideShare
Loading in...5
×
 

Communications metrics

on

  • 3,475 views

Case st

Case st

Statistics

Views

Total Views
3,475
Views on SlideShare
3,475
Embed Views
0

Actions

Likes
0
Downloads
9
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Communications metrics Communications metrics Presentation Transcript

  • COMMUNICATIONSMETRICS: A CASE STUDY JOHN MARTIN INFORMATION & NEWS SERVICES OFFICE OF INFORMATION TECHNOLOGY NC STATE UNIVERSITY jmartin3@ncsu.edu @ncsu_oit oit.ncsu.edu (919) 513-1196
  • AGENDA• Case study: one organization’s quest • To measure effectiveness of communication channels • To determine ROI on social media (Twitter)• Communication channels being measured• Measurement tools being used• Methodology• Summary conclusions• Your thoughts on this work• What you’re doing• Very much work in progress!
  • COMMUNICATIONS MEASURED• OIT News • Monthly publication • Audience is faculty and staff • Subscription-based email notification / online copy • 8-12 items in “blurb” format • September OIT News edition• Twitter (@ncsu_oit) • Advertisements (e.g., workshops, seminars, services, events) • Announcements (e.g., outages, change management, security incidences) • News (IT, education, social media, IT in education, social media in IT, social media in education) • Engagement
  • MEASUREMENT TOOLS• Excel Spreadsheets • OIT News • Twitter• GoLinks (go.ncsu.edu) • NC State internal URL shortener • Faculty or staff to create • Random or customized • Statistics-enabled • Share-enabled • Modifiable
  • OIT NEWS• What we’re trying to find out • What topics are of most interest to our readers • How readers access and consume our content• How we’re going about it • 1 base and 3 modified GoLinks for each news item heading • Item #1 base GoLink: go.ncsu.edu/0811-01-google • Item #1 modified GoLink for online version: 0811-01o • Item #1 modified GoLink for email: 0811-01e • Item #1 modified GoLink Twitter version GoLink: 082611tw • GoLinks for each link in each news item
  • OIT NEWS: GOLINKS
  • OIT NEWS: EMAIL STATISTICS• Snapshots on 09/27/11 & 10/19/11
  • OIT NEWS: ONLINE STATISTICS• Snapshots on 09/27/11 & 10/19/11
  • OIT NEWS: BODY LINKS• Snapshots on 09/27/11 & 10/19/11
  • OIT NEWS: SUMMARY• Approaching one year’s worth of data• Most viewed topics • Education advertisements: “Lunch & Learns” and workshops• Process improvement • Started identifying education advertisements more granularly (classmate  individual class) • Starting on July 1, 2011 we integrated GoLinks modifiers • Found that our email announcement of the edition drives most traffic (as opposed to starting on the online version)• Future • Provide feedback to education team on which of their offerings garner the most interest • Try to correlate action (e.g., after clicking on a workshop news item, an enrollment occurred)
  • SOCIAL MEDIA METRICS• Adapt-Ability: Identifying Optimal Social Media Success Metrics webinar on 11/22/10 • Jay Baer, Convince and Convert LLC • Adam Covati, Argyle Social • Luke Glasner, Glasner Consulting • Persia Tatar, Attention• Four business goals for social media • Build Awareness • Build Loyalty • Customer service • Generate Sales
  • POSSIBLE AWARENESS METRICS• Social mentions• Inbound links• Web traffic from outposts• Share of voice• Search volume trends• Content exposure• New visitors
  • POSSIBLE LOYALTY METRICS• Increase in positive social mentions• Increase in positive ratings/review• Content subscription• Increase in community participation• Reduction in customer service expense
  • TWITTER• What we’re trying to find out • What’s of interest to our readers • Topics • Communicative purpose • Awareness • Mentions • Retweets • Loyalty • Replies (Engagement) • Favorited• How we’re going about it • GoLinks & Modified GoLinks for tweets • Twitter notifications and Gmail labels
  • TWITTER: TWEET STATISTICS• Snapshots on 09/27/11 & 10/20/11
  • TWITTER NOTIFICATIONS
  • TWITTER: AWARENESS• Mentions• Retweets
  • TWITTER: LOYALTY• Favorited• Replies (Engagement)
  • TWITTER: SUMMARY• Time-consuming (We have an intern!) • What to measure • What to measure with (automation is a must) • Making time to analyze • To draw conclusions • To adjust measurement methodology • Changes to current • Perhaps try new• Ambiguity (Awareness or Loyalty?) • [Loyalty/Reply] @ncsu_oit I use your dept as an example of how an IT dept uses social media effectively  • [Awareness/Mention] @pgmckenzie Paul McKenzie #FF @ncsu_oit Check out todays great stream on securing mobile devices. • Criticism = Loyalty• Work in progress: Forward movement, process improvement
  • THOUGHTS? QUESTIONS?
  • AND YOU?