ALI Social Media Workshop Part 2

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How to measure effectiveness of Social Media Campaigns

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  • - Drives Productivity Builds businesses Creates infinite amount of products Must be harvested and refined
  • Media loves this stuff!!
  • Media loves this stuff!!
  • Not enough to know message; need to know how big an audience is being reached by messaging as well.
  • Not enough to know message; need to know how big an audience is being reached by messaging as well.
  • Agencies can look at what other agencies are saying and issue their own statements without stepping on each others toes Politics: who's taking credit; who's giving credit? Bump in public support? To Who? Obama? Navy Seals? What is public saying?
  • To get meta-data, need to do individual analysis of each politician We Provide communications performance measurement, situational intelligence, and data visualization technologies for gov’t & politicians. Why : Large underserved market with deep pockets & unique needs/pains
  • All potential data sources
  • While everyone talking about China and Libya, Treasury is addressing other issues.
  • Facebook mirrors reality
  • Facebook mirrors reality
  • Facebook mirrors reality
  • VA can use comments from staff and determine best way to communicate information internally.
  • You can only see what’s immediately ahead of you. You are missing the big picture.
  • Just as you wouldn’t fly a plane without data, you shouldn’t engage your stakeholders without information.
  • NETWORKING: The FBI is using social channels to try to breathe life into a murder investigation that went cold almost 20 years ago. Agents are posting photos of bracelets and other personal items believed to belong to unidentified victims of a serial killer active in the 1990s.
  • ALI Social Media Workshop Part 2

    1. 1. www.OhMyGov.com Richard Hartman, COO www.OhMyGov.com HOW TO MEASURE THE EFFECTIVENESS OF SOCIAL MEDIA CAMPAIGNS
    2. 2. www.OhMyGov.com Please interrupt with questions Performance Analysis Influence Analysis Types of Metrics TOPICS COVERED Trend Analysis Program Analysis
    3. 3. www.OhMyGov.com SURVEY TIME
    4. 4. www.OhMyGov.com Data is the New Oil
    5. 5. www.OhMyGov.comwww.OhMyGov.com PERFORMANCE ANALYSIS
    6. 6. www.OhMyGov.com Social Tool Used for Business Awareness Engagement AuthorityInfluence Awareness assess reach or potential reach of content or brand. Engagement assesses influence of content or brand. Influence assesses the impact of content or brand. Authority assesses the opportunity to connect with content/brand.
    7. 7. www.OhMyGov.com Assess reach or potential reach of content/brand. Metrics →Fans →Followers →Visitors →Unique Visitors →Total Pageviews →Video views →Active users →Total installs AWARENESS
    8. 8. www.OhMyGov.com Assesses impact of content/brand. Metrics →Tweet/RT ratio →Twitter list citations →Directory mentions →News Mentions →Social Media Mentions →Fan/interaction →Google Page Rank →Alexa rank →Growth rate →Total Members →Total connections →Inbound links →Share of voice →Klout score INFLUENCE
    9. 9. www.OhMyGov.com Assesses level of interaction with content/brand. Metrics →Pageviews/visit →Total Retweets →Total Likes →Total Comments →Pageviews/visit →Return visits →Time/visit →Active members →Subscribers →Public sentiment ENGAGEMENT
    10. 10. www.OhMyGov.com Assesses opportunity to connect with content/brand. Metrics →Total blog posts →Blogs/day →Total tweets →Tweets/day →FB posts →FB posts/day →Total web pages →Sentiment →Complaints posted →Perc of comments = compl →Click-through rate →Brand associations →SMO AUTHORITY
    11. 11. www.OhMyGov.com
    12. 12. www.OhMyGov.com
    13. 13. www.OhMyGov.com Measuring Tools Sample Comparative Analysis VHA vs VA Social Media Presence
    14. 14. www.OhMyGov.com “MENTAL HEALTH” PUBLIC DIALOGUE Track reach of key issues & campaigns
    15. 15. www.OhMyGov.com “MENTAL HEALTH” PUBLIC SENTIMENT Assess public sentiment of key issues Track effect of campaign on public sentiment
    16. 16. www.OhMyGov.com
    17. 17. www.OhMyGov.com The EPA launched a YouTube contest to create pro-environmental videos (with cash prizes for the winner). Wanted to crowdsource creation of videos. CASE STUDY
    18. 18. www.OhMyGov.com Bloggers and Tweeters see contest as EPA “greenwashing” propoganda to justify more environmental regulation.
    19. 19. www.OhMyGov.com Lessons Learned:1. Could have used social media to elicit responses to idea prior to launching initiative and suffering from bad PR. 2. Could have used social media research to determine response other agencies/orgs had with similar initiatives prior to launch. 3. Would have seen all possible reactions and prepared their communications in advance accordingly.
    20. 20. www.OhMyGov.comwww.OhMyGov.com MEDIA ANALYSIS PLATFORM
    21. 21. www.OhMyGov.com Real-time monitoring of traditional and social media channels. Monitoring Platforms & Services →Track coverage of MC&FP campaigns. →Monitor the buzz around a story or topic. →Identify major purveyors of information or misinformation. →Find and participate in popular online discussions about health topics →Track what other government agencies are saying and posting. MEDIAMONITORING
    22. 22. www.OhMyGov.com Agency Profiles Media Analytics
    23. 23. www.OhMyGov.com Analyze Trends View news & SM mentions
    24. 24. www.OhMyGov.com Side-by-side Comparisons Compare Campaigns or Divisions
    25. 25. www.OhMyGov.com Benchmarking vs other agencies ID Best Practices
    26. 26. www.OhMyGov.com Track what Congress is saying about your org Coming Soon: Search the Congressional Record
    27. 27. www.OhMyGov.comwww.OhMyGov.com DIVE DEEPER INTO Demo – Dubai
    28. 28. www.OhMyGov.comwww.OhMyGov.com MONITORING INFLUENCE
    29. 29. www.OhMyGov.com SOCIALANALYTICS Doctors Hospitals Track & analyze mentions of key topics across target audiences (e.g. doctors, hospitals) to determine your outreach influence and key message uptake.
    30. 30. www.OhMyGov.com News Broke on Twitter
    31. 31. www.OhMyGov.com Osama Dead 15 30 45 60 75 Approval Rating
    32. 32. www.OhMyGov.com Platform helps identify influencers of social media dialogue around particular topics. Other analyses reveal social media news drivers. REACHINGINFLUENCERS Find communities Locate news drivers >10K Followers>10K Followers
    33. 33. www.OhMyGov.com Locate media outlets and blogs most read by target subpopulations. REACHINGINFLUENCERS Age, Race, Sex, Income Targeting Geographic Targeting CBS.Com Demographics & Web Traffic
    34. 34. www.OhMyGov.comwww.OhMyGov.com SOCIAL ENGAGEMENT PLATFORM
    35. 35. www.OhMyGov.com CUSTOMER SERVICE Reply right from platform Assign actions to take to handle mentions
    36. 36. www.OhMyGov.com Platform helps identify influencers of social media dialogue around particular topics. Other analyses reveal social media news drivers. IDENTIFYINFLUENCERS Find communities Locate news drivers >10K Followers>10K Followers
    37. 37. www.OhMyGov.com “Militaryhomefront.dod.mil” PUBLIC DIALOGUE Track reach of key issues & campaigns
    38. 38. www.OhMyGov.com “Militaryhomefront.dod.mil” PUBLIC SENTIMENT Assess public sentiment of key issues Track effect of campaign on public sentiment
    39. 39. www.OhMyGov.comwww.OhMyGov.com DIVE DEEPER INTO Demo – Google vs Apple v
    40. 40. www.OhMyGov.comwww.OhMyGov.com TREND ANALYSIS
    41. 41. www.OhMyGov.com Peak Breakup Times (Source: Facebook Status Updates via David McCandless)
    42. 42. www.OhMyGov.com SOCIALANALYTICSTrack & analyze mentions of key topics by Congress. Dive deeper to uncover your advocates and detractors.
    43. 43. www.OhMyGov.com Analysis of Obama’s Twitter Townhall July 6, 2011
    44. 44. www.OhMyGov.com Case Study - Treasury Hot on Twitter: @BreakingNews: US blocks $30 billion in Libya assets, the largest freeze ever, Treasury Dept. says RT @zacharykarabell: Treasury Dept reports that China owns even more US debt than we thought. That's a lot of debt http://tinyurl.com/49nxwuz #china #economy Treasury Dept. Analysis March 1, 2011
    45. 45. www.OhMyGov.com 10/12-10/18 Social Media Analysis (N=150) E-VERIFY PUBLIC DIALOGUE
    46. 46. www.OhMyGov.com Twitter Used to Predict Box Office Success Huberman, Bernardo A. Asur, Sitaram • 2010 Study • Rate at which messages were produced used to accurately predict opening weekend box- office takings before the film had opened. Movie Prediction Reality The Crazies $16.8M $16.06M Dear John $30.7M $30.46M
    47. 47. www.OhMyGov.com • Percent Change in Facebook Fans by Political Affiliation Over Time (US House) +61 Seats Facebook Used to Predict 2010 Election Outcomes Einhorn, Hartman, Nelson
    48. 48. www.OhMyGov.com +6 Seats Percent Change in Facebook Fans by Political Affiliation Over Time (US Senate)
    49. 49. www.OhMyGov.comwww.OhMyGov.com DIVE DEEPER INTO SOCIAL ANALYSIS
    50. 50. www.OhMyGov.com SOCIALANALYTICSAssess how the public or particular audiences are actively talking about important issues in news & social media through rigorous hand-coded analysis. Dummy Data
    51. 51. www.OhMyGov.com SOCIALANALYTICSAssess how the public or particular audiences are actively talking about important issues in news & social media through rigorous hand-coded analysis. Dummy Data
    52. 52. www.OhMyGov.com SOCIALANALYTICS House GOP House Dems Track & analyze mentions of topics across target audiences to determine influence on dialogue, message uptake, share of voice, and popular discussions. Mentions of ‘DoD Budget’ by Congress
    53. 53. www.OhMyGov.com Types of unique analyses OhMyGov can provide. Analyze conversation across any group, e.g. Congress, news media, influencers, to determine message uptake and sentiment of key issues. Determine how topics or issues are characterized by the media and the public to better inform outreach efforts. Compare and statistically analyze volume of conversation around topics from month to month to reveal effectiveness of programmatic changes. Use data derived from social analytics to uncover unknown issues and inform survey questions in baseline or ongoing analyses. ANALYTICSCAPABILITIES Track the number of negative comments posted online by region. Dive deeper to uncover trends in complaints.
    54. 54. www.OhMyGov.comwww.OhMyGov.com DIVE DEEPER INTO Hands on Analysis – 2
    55. 55. www.OhMyGov.comwww.OhMyGov.com PROGRAM ASSESSMENTS
    56. 56. www.OhMyGov.com SOCIALANALYTICSAssess how the public or particular audiences (e.g. doctors) are actively talking about important issues in news & social media through rigorous analysis.
    57. 57. www.OhMyGov.com VHA Facebook Comment Analysis = Negative Positive Negative Positive
    58. 58. www.OhMyGov.com = Negative Positive Negative Positive VA SENTIMENTANALYSIS
    59. 59. www.OhMyGov.com • 17.5% of comments came from current VA employees. • Almost all negative. • VA missing opportunity to create evangelists of staff through better internal communications. VA Staff Non-VA Staff VA Employees Non-VA Employees VA SENTIMENTANALYSIS
    60. 60. www.OhMyGov.com • Complaints were lodged about services provide in: 1. Dallas, TX 2. Denver, CO 3. KC VAMC 4. Los Angeles, CA 5. Manchester, NH 6. West Haven, CT 7. San Diego, CA • Compliments in service improvements were noted in: 1. Hampton, VA 2. West Haven, CT 3. Houston, TX 4. Worcester, MA Where will future problems arise? (+)(-) VA SENTIMENTANALYSIS
    61. 61. www.OhMyGov.com A brief overview of the working process Best Practices Before starting your own program, keep these in mind: 1. Align analysis goals to strategic plans and mission. 2. Create policies and procedures for handling information and response requirements. 3. Integrate analyses and reporting into existing feedback loops, esp. for programmatic feedback. Choose Platform & Analyze Set Goals Determine Metrics & Desired Outcomes ANALYSIS PROCESS
    62. 62. www.OhMyGov.com Social Tool Used for Business Baseline Analysis ACT PLA N CHECK D O Ideation Goals, Metrics Staff Program Execute Media Monitoring Media Analysis Record & Discuss Results Alter Program ANALYSISINTEGRATION
    63. 63. www.OhMyGov.comwww.OhMyGov.com SUPPORTING HHS STAKEHOLDERS ON DIGITAL ENGAGEMENT
    64. 64. www.OhMyGov.com Locate media outlets and blogs most read by demographics and location. Determine whether you are reaching the right markets with your news coverage. TARGETSUBPOPULATIONS Age, Race, Sex, Income Targeting Geographic Targeting CBS.Com Demographics & Web Traffic
    65. 65. www.OhMyGov.com TRACK SPECIFIC GROUPS Monitor conversation from specific panels, including military members, military familes, Congress or DoD. Monitor conversation from specific panels, including military members, military familes, Congress or DoD.
    66. 66. www.OhMyGov.com Ideas for HHS website tools for partners & stakeholders. Inform Track and relay feeds of news and social media from DoD right on the DoD website. Allow users to browse information by state with one click! News By State Explore Provide users with ability to search through news and updates posted online about DoD programs, initiatives, and FAQs. DoD Search PARTNERTOOLS Enter terms
    67. 67. www.OhMyGov.com Communications Formulated Without Data is Like Flying Without a Cockpit
    68. 68. www.OhMyGov.com Let the Data Steer Your Communications
    69. 69. www.OhMyGov.com Data Analysis Tools and analysts that evaluate baseline & changing public sentiment, message uptake, & program effectiveness. Targeted Outreach Media Monitoring Technologies to monitor information accuracy, reach and impact. Help identifying subpopulations and key influencers across networks. OHMYGOVSUPPORTOPTIONS Digital Engagement Applications that facilitate information, news, and best practices exchange.
    70. 70. www.OhMyGov.com Contact andrew.einhorn@ohmygov.com richard.hartman@ohmygov.com 703-243-3461 Follow @ohmygov www.ohmygov.com
    71. 71. www.OhMyGov.com Visit our award-winning blog, or connect with us via our social media accounts. ohmygov.com facebook.com/ohmygov twitter.com/ohmygov twitter.com/bureaupat We’d love to hear from you! Phone Email 703-243-3461 Andrew.Einhorn@ohmygov.com

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