Why did Facebook go public?Because they couldn’t figure out the privacy settings, either.
Obstacles to measuring• 30% of the respondents pointed to "dedicated resources.”• 25% selected "dont know what to measure.”• 20% selected "social media measurement isnt primarily about ROI."
Source: Altimeter Group, July 2012, Social Media Cookbook, 71 respondents of top US Brands
Source: Altimeter Group, July 2012, Social Media Cookbook, 69 respondents responsible for social media measurement for top US Brands
Today’s Workshop Are you ready to create a social media plan that works for you *and* your constituents?During today’s workshop we’ll help you: – Identify the right social media for your strategic organizational goals – What to measure to understand social media impact – Tie it all together with the KPIs to track – We’ll break into small groups to put what we’ve learned to immediate use.Each participant will leave today’s workshop with your own worksheet tohelp you get started on the right way to measure social media that makes a difference for your organization’s mission.
HOW TO USE SOCIAL MEDIA FOR YOUR STRATEGIC GOALS
“I’d like to have a Venti, sugar-free, non-fat,vanilla soy, double shot, no foam, extra hot, Peppermint White Chocolate Mocha with light whip and extra syrup… Please.”
WHAT TO MEASURE TO UNDERSTANDTHE IMPACT ON YOUR STRATEGIC GOALS
Business Goal Insights Metrics Actions Sentiment over time Sentiment Source of positive, negative, and neutral How to track How people feel about your brand sentiments Crisis planBrand Health Frequently shared topics Highest performing terms and topics C-Suite Reporting Words & qualities associated with your Top keywords Use results agency-wide organization Top shared, liked, RT’ed Top keywords Shares Include social media in all marketing Promote your brand and/or programs Likes programsMarketing (Exposure) Deepening existing relationships New Subscribers Make adjustments based on social media Access point for new relationships Google Analytics feedback or KPIs Referrals from social media to website Learn what inspires and motivates your Survey responses Regularly test key topics social media audiences. Likes Use data and insights collected in overallFeedback & Collaboration Be transparent Comments communication plan Engage in dialogue versus pushing your Shares Measure supporter social media agenda New Subscribers engagement New Subscribers Posts Monitor for content (especially medical) Offer a place for sharing and supportCommunity among your supporters Comments Look for trends Shares and RT’s Promote participation Likes Petition signatures New email addresses Mobilization via links Shares Measure campaign as well as long termAdvocacy Petitions Advocacy forms completed efficacy Show legislative might Clicks to Micro-site Referrals to coalition Convert to long term supporters New leads Donation conversions Run three to four campaigns a yearRevenue Donations Event registrations Replicate effective campaigns Event registrations New email addresses collected Learn from mistakes
Business Goal Social Media Platform Metrics Measuring Tools # of Fans Facebook Insights Page Facebook # of Comments, Shares, Likes Post Planner Sentiment # of Followers Twitter Twitter # of Retweets and Replies Tweetdeck Sentiment Spredfast Brand Health # of Followers Tumblr WordPress # of Inbound LeadsHow people feels about your brand Blog Blogger # of Referrals to WebsiteWords and qualities associated with Feedburner (to measure RSS Feeds) # of Comments your organization Google Analytics (for referral traffic) Sentiment Major topics Technorati (global statistics) # of Views YouTube # of Comments You Tube Commercial social media tracking (Hootsuite, # of Shares, Embeds, Favorited Spredfast) Sentiment (how many ratings) # of mentions Radian6 Listening & Monitoring Sentiment By hand on each platform # of Fans Facebook Insights Page Facebook # of Comments, Shares, Likes Post Planner Sentiment # of Followers Twitter Marketing (Exposure) Twitter # of Retweets and Replies Tweetdeck Sentiment Spredfast Promote your brand and/or # of Followers Tumblr programs # of Inbound Leads WordPress Deepening existing relationships Blog # of Referrals to Website BloggerAccess point for new relationships # of Comments Feedburner (to measure RSS Feeds) Sentiment Google Analytics (for referral traffic) # of Views # of Comments YouTube You Tube # of Shares, Embeds, Favorited Commercial social media tracking Sentiment
Business Goal Social Media Platform Metrics Measuring Tools # of Posts # of Comments Ning Analytics Ning # of Visits Google Analytics # of Shares SurveyMonkey Direct Feedback via survey Views Flickr Flickr Comments Technorati Favorites Hootsuite, Spredfast Referrals Google Analytics (referrals) Donations Pinterest Pinterest Likes Pinreach Community Repins Pinfluencer # of ViewsOffer a place for sharing and support # of Comments among your supporters You Tube You Tube # of Shares, Embeds, Favorited Sentiment (how many ratings) ListServs such as Google Posts Groups, Yahoo Groups, Responses ListServ Analytics LinkedIn, iContact) Engagement rate Instagram Instagram Simply Measured Posts Meet-up Meet-up Analytics Tools Responses Response rate SurveyMonkey Quantitative Responses SurveyMonkey Qualitative Responses
Business Goal Social Media Platform Metrics Measuring Tools # of Members Feedback & Collaboration # of Posts by Members Facebook Groups Facebook Insights # of VisitsLearn what motivates and inspires # of Responses your supporters. Be transparent. Response Rate Engage in dialogue versus push SurveyMonkey Quantitative Responses SurveyMonkey Qualitative Responses Donation conversions Facebook Facebook Event registrations Google Analytics New email addresses collected Donation Software Analytics Click-throughs Links to your donation Twitter Retweets software Donation conversions Revenue Click-throughs to your website or donation site Google AnalyticsNew leads, Donations, and Event Blog Sign-ups and ultimate Donation Software Analytics registrations conversions Donation conversions Google Analytics Pinterest Donations Donation Software Analytics Google Analytics LinkedIn Donations Donation Software Analytics
Business Goal Social Media Platform Metrics Measuring Tools # of signatures Care2 Increase in housefile Care2 # of conversions # of signatures Change.org Increase in housefile Change.org # of conversions # of actions taken Shares Salsa Salsa’s Analytics Tools Increase in housefile Donations (if applicable) # of actions taken Advocacy Shares Convio or Blackbaud’s Convio or Blackbaud Increase in housefile Analytic ToolsMobilization via links, Petitions, Donations (if applicable) Show legislative might # of actions taken Shares CapWiz CapWiz Analytic Tools Increase in housefile Donations (if applicable) # of actions taken Shares PopVox PopVox Analytic Tools Increase in housefile Donations (if applicable) # of actions taken Shares Nationbuilder Nationbuilder’s Analytic Tools Increase in housefile Donations (if applicable)