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Communications metrics

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  • 1. 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
  • 2. 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!
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. OIT NEWS: GOLINKS
  • 7. OIT NEWS: EMAIL STATISTICS• Snapshots on 09/27/11 & 10/19/11
  • 8. OIT NEWS: ONLINE STATISTICS• Snapshots on 09/27/11 & 10/19/11
  • 9. OIT NEWS: BODY LINKS• Snapshots on 09/27/11 & 10/19/11
  • 10. 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)
  • 11. 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
  • 12. POSSIBLE AWARENESS METRICS• Social mentions• Inbound links• Web traffic from outposts• Share of voice• Search volume trends• Content exposure• New visitors
  • 13. POSSIBLE LOYALTY METRICS• Increase in positive social mentions• Increase in positive ratings/review• Content subscription• Increase in community participation• Reduction in customer service expense
  • 14. 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
  • 15. TWITTER: TWEET STATISTICS• Snapshots on 09/27/11 & 10/20/11
  • 16. TWITTER NOTIFICATIONS
  • 17. TWITTER: AWARENESS• Mentions• Retweets
  • 18. TWITTER: LOYALTY• Favorited• Replies (Engagement)
  • 19. 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
  • 20. THOUGHTS? QUESTIONS?
  • 21. AND YOU?