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Evaluating New Media Effectiveness What are the best ways to measure and track the impact of new media efforts? #ppcnyc Fo...
The new normal
A quick survey: Do you…
 
Why?
What are your goals?
Goals drive  tactics
 
Your goals  must be measurable After you set your goals you must  benchmark ,  monitor ,  measure  and  adjust
Traditional metrics Money Time Names
You are the hero Traditional Brand Equity
The new metrics <ul><li>Know, See, Say, Feel, Do </li></ul><ul><li>Audience and Issue Knowledge  </li></ul><ul><li>Influen...
New metrics: Know Action:  Listening, research, monitoring  Metrics:  Insights that inform your messaging and social media...
New metrics: See Action:  Watch, Fan, Follow, Views, Subscribe  Metrics:  Web traffic, Facebook Fans, Twitter Followers, V...
New metrics: Say Action:  Retweet, Like,  e-Advocacy, email forward Metrics:  Total RTs, Likes, emails sent,  …   Say metr...
New metrics: Feel Action:  Retweet w/ personalization, commenting on Facebook or blog post, personal email.  Metrics:  Res...
New metrics: Do Action:  Volunteer, Donate, Take Action, Sign up, Attend Metrics:  Conversion (money, time, names)  Do  me...
Influence Influence is the holy grail of social media. Influence determines whether people  say  and  feel  and  do  the t...
They are the hero Brand Equity
Content drives influence Expertise Stories Data
AJWS: a case study
 
Screamer Cool DJ <
Listen Share Promote Create
REMIXes by other blogs Monsanto responds SHARE the blog post on Facebook, Twitter & blogs Over 170 Tweets At least 20 Face...
Reach & Influence: Twitter followers up by 100, retweets & mentions up from 11 to 63 from previous month Facebook Fans inc...
Commonwealth Fund: analysis Strengths Weaknesses Opportunities
 
 
 
 
 
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Evaluating New Media Effectiveness

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Evaluating New Media Effectiveness

  1. 1. Evaluating New Media Effectiveness What are the best ways to measure and track the impact of new media efforts? #ppcnyc Follow us: @fentonprogress @lisamwitter @johnlgordon @hughadam @mad_azn
  2. 2. The new normal
  3. 3. A quick survey: Do you…
  4. 5. Why?
  5. 6. What are your goals?
  6. 7. Goals drive tactics
  7. 9. Your goals must be measurable After you set your goals you must benchmark , monitor , measure and adjust
  8. 10. Traditional metrics Money Time Names
  9. 11. You are the hero Traditional Brand Equity
  10. 12. The new metrics <ul><li>Know, See, Say, Feel, Do </li></ul><ul><li>Audience and Issue Knowledge </li></ul><ul><li>Influence </li></ul><ul><li>Brand Equity </li></ul>
  11. 13. New metrics: Know Action: Listening, research, monitoring Metrics: Insights that inform your messaging and social media strategy Before you start and at every stage of your communications efforts, you should know as much information about possible about your audience, the language they use and the tone of the conversation.
  12. 14. New metrics: See Action: Watch, Fan, Follow, Views, Subscribe Metrics: Web traffic, Facebook Fans, Twitter Followers, Video Views, RSS subscribes, email subscribes. All See metrics, like traditional impression and circulation metrics, are pure potential. See metrics are a measure of reach, but they are not a true measure of success.
  13. 15. New metrics: Say Action: Retweet, Like, e-Advocacy, email forward Metrics: Total RTs, Likes, emails sent, … Say metrics are a good indication of messaging success and affinity for your organization or issue. They are critical to extending your reach and influence … but they are not a true measure of influence.
  14. 16. New metrics: Feel Action: Retweet w/ personalization, commenting on Facebook or blog post, personal email. Metrics: Research, read, interpret Feel metrics are a true indication of influence and affinity and a goldmine for insight on messaging development and audience identification. Feel metrics require real research and human interpretation.
  15. 17. New metrics: Do Action: Volunteer, Donate, Take Action, Sign up, Attend Metrics: Conversion (money, time, names) Do metrics are not the end of the line. Most of your effort should be focused on serving the Doers . Be useful, be relevant, be social
  16. 18. Influence Influence is the holy grail of social media. Influence determines whether people say and feel and do the things you want them to. You want to build influence with staff, members, volunteers, media and policy makers. The key to influence: BE USEFUL
  17. 19. They are the hero Brand Equity
  18. 20. Content drives influence Expertise Stories Data
  19. 21. AJWS: a case study
  20. 23. Screamer Cool DJ <
  21. 24. Listen Share Promote Create
  22. 25. REMIXes by other blogs Monsanto responds SHARE the blog post on Facebook, Twitter & blogs Over 170 Tweets At least 20 Facebook Shares CREATE an engaging blog post CONSUME news and opinion about food aid issues Posted to at least 13 blogs Now 94 results for “ food aid + haiti + AJWS ” in a Google Blog Search (compared to 15 previously)
  23. 26. Reach & Influence: Twitter followers up by 100, retweets & mentions up from 11 to 63 from previous month Facebook Fans increased by 60, engagement up 50% from previous month Increased ‘ footprint ’ – at least 27 more AJWS blog posts outside the site than before At least 1,000 clicks to AJWS advocacy forms from blog posts and social media engagement
  24. 27. Commonwealth Fund: analysis Strengths Weaknesses Opportunities
  25. 33. The Tools www.fenton.com/resources/socialtools
  26. 34. Final word Old school New school

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