How a 70-year-old “start up” is learning to use social media effectively Pamela Ovwigho c4be.org  |  800.759.6655 … and yo...
Transformation Guiding Principles <ul><li>Reach new audiences </li></ul><ul><li>Leverage media & technology </li></ul><ul>...
Evaluation <ul><li>Not just “effective” or “not effective” </li></ul><ul><li>Reliable & actionable information </li></ul><...
Evaluation Process <ul><li>Define expected outcomes/goals of social media outreach </li></ul><ul><li>Decide how you will m...
Source: Digital Brand Expressions, 2010; R2Integrated, 2010
Goals <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Guide your strategies </li></ul>
Goal Examples <ul><li>Expanding who we reach </li></ul><ul><li>Learning more about those we reach  </li></ul><ul><li>Getti...
Measurement Good news <ul><li>Many tools available </li></ul><ul><li>Much data at hand </li></ul>
Measurement Bad news <ul><li>You’ll need to go beyond what’s at hand </li></ul>
Data at hand: Facebook
 
Change date range Export so you can do more! Read documentation to know what numbers mean. Come back often – things change
Google Trends
 
Built In Features <ul><li>50,000 foot view of activity </li></ul><ul><li>Generally which indicators are increasing, stable...
Level of Engagement & Metrics Newsfeed impressions Likes & comments uncertainty certainty
Is it real…or it is an illusion?
Example: Footnote
Digging Deeper <ul><li>Looking at one time when “likes” spiked </li></ul><ul><ul><li>Is the same as an anecdote </li></ul>...
 
Average Likes & Comments by Day of the Week
Practice Wisdom <ul><li>Excellent content </li></ul><ul><li>Ask questions </li></ul><ul><li>Respond to comments and questi...
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NRB Research Symposium - Pam Ovwigho

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NRB Research Symposium - Pam Ovwigho

  1. 1. How a 70-year-old “start up” is learning to use social media effectively Pamela Ovwigho c4be.org | 800.759.6655 … and you can too!
  2. 2. Transformation Guiding Principles <ul><li>Reach new audiences </li></ul><ul><li>Leverage media & technology </li></ul><ul><li>If you can’t measure it, it didn’t happen </li></ul>
  3. 3. Evaluation <ul><li>Not just “effective” or “not effective” </li></ul><ul><li>Reliable & actionable information </li></ul><ul><li>Process & outcome </li></ul>
  4. 4. Evaluation Process <ul><li>Define expected outcomes/goals of social media outreach </li></ul><ul><li>Decide how you will measure those outcomes </li></ul><ul><li>Collect data </li></ul><ul><li>Analyze data </li></ul>
  5. 5. Source: Digital Brand Expressions, 2010; R2Integrated, 2010
  6. 6. Goals <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Guide your strategies </li></ul>
  7. 7. Goal Examples <ul><li>Expanding who we reach </li></ul><ul><li>Learning more about those we reach </li></ul><ul><li>Getting people engaged in the Bible </li></ul><ul><li>Conversing with people about their spiritual lives </li></ul><ul><li>Getting people to come to a website </li></ul>
  8. 8. Measurement Good news <ul><li>Many tools available </li></ul><ul><li>Much data at hand </li></ul>
  9. 9. Measurement Bad news <ul><li>You’ll need to go beyond what’s at hand </li></ul>
  10. 10. Data at hand: Facebook
  11. 12. Change date range Export so you can do more! Read documentation to know what numbers mean. Come back often – things change
  12. 13. Google Trends
  13. 15. Built In Features <ul><li>50,000 foot view of activity </li></ul><ul><li>Generally which indicators are increasing, stable, or decreasing </li></ul><ul><li>Insufficient to measure effectiveness </li></ul>
  14. 16. Level of Engagement & Metrics Newsfeed impressions Likes & comments uncertainty certainty
  15. 17. Is it real…or it is an illusion?
  16. 18. Example: Footnote
  17. 19. Digging Deeper <ul><li>Looking at one time when “likes” spiked </li></ul><ul><ul><li>Is the same as an anecdote </li></ul></ul>
  18. 21. Average Likes & Comments by Day of the Week
  19. 22. Practice Wisdom <ul><li>Excellent content </li></ul><ul><li>Ask questions </li></ul><ul><li>Respond to comments and questions b/c most will expect this </li></ul><ul><ul><li>“ Nothing says ‘authentic Twitter engagement’ like an automatic Facebook update tweet that gets cut off” - ThinkTraffic </li></ul></ul><ul><li>Ask people to spread the word </li></ul>
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