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How to Monitor, Manage, And
Measure Your Organization's
Social Media Efforts
July 15, 2011
Joe May

2011© Prepared by Stat...
GOALS

2011© Prepared by State and Federal Communications, Inc.
Setting Goals



What are the communications goals of
your organization?



Key Performance Indicators (KPIs)



Lookin...
Why measure?


Measure to know



Measure to improve



Measure to decide

2011© Prepared by State and Federal Communic...
Questions you need to ask:


Where are we in
relationship to our goals?



What is working?



What isn’t working?



...
Brainstorming
Citizen Engagement
 Information Management
 Transparency
 Crisis Management
 Customer Service
 Brand Aw...
KPI exercise

2011© Prepared by State and Federal Communications, Inc.
Finding your benchmark

2011© Prepared by State and Federal Communications, Inc.
How long do we need to
measure?
You need to collect your measurement
data long enough to get good and
actionable data.

20...
Making the connection
Always try to connect social media
measurement to the outside world
Traditional media efforts
Meetin...
Finding Meaning
“Your job is not to show what the
numbers are, your job is to
show what the numbers
mean.”
- Jeff Van West...
2011© Prepared by State and Federal Communications, Inc.
Image of the Wordsearch by Stannered through Creative Commons.
2011© Prepared by State and Federal Communications, Inc.
A note about qualitative
metrics

2011© Prepared by State and Federal Communications, Inc.
Goals Rock Star
The Smithsonian Institution
Summary of the Web and New Media
Strategy Goals

2011© Prepared by State and F...
THE SOCIAL MEDIA
PLATFORMS

2011© Prepared by State and Federal Communications, Inc.
Blogs and Websites
Measure online behavior.
Who is visiting?
What content are they viewing?
Where do they go?

2011© Prepa...
Blogs and Websites







Traffic Sources – where is it coming from?
Measure direct traffic, organic searches,
and
re...
Tools and tips
Alexa.com
 Compete.com
 Websitegrader.com


Quick tip: Look for traffic from Social media platforms
to y...
Website and Blog Rock Star
City and County of San Francisco

San Francisco Social Media Center
A paragon of social media
a...
Blogs and Websites
Macro

Engagement

Goals
Composition
Online
Behavior

2011© Prepared by State and Federal Communication...
Facebook
Facebook Insights – Just the numbers
please!
What data points should I pay attention
to in the Facebook User Repo...
Facebook Rock Star
What story does your Facebook
interaction tell?
Akron-Canton Regional Airport
“A marketing organization...
At the heart of Facebook
“Most people will come back to your
fan page if there’s a real sense of
community.”
Mari Smith on...
Facebook
Macro

Engagement

Goals
Composition

Referrals

2011© Prepared by State and Federal Communications, Inc.
Twitter
Just the numbers please!




Twitter followers over time
Tweets over time
Retweets over time

Tools





Co...
Grain of Salt Alert
Social Media Today
“Twitter Influence: Who do you
believe?”

2011© Prepared by State and Federal Commu...
Retweet Tools
Retweet Rank
Tweet Reach
Retweetist

URL Shortener Tools
Bit.ly.com
Owl.ly
Su.pr
2011© Prepared by State and...
Twitter Rock Star
What story does your Twitter
interaction tell?

District of Columbia Board of
Elections and Ethics
Alyso...
Twitter Tips
Composition of your Twitter followers
Tools: Contax.io, Twitalyzer.com,
Tweeple.com, Twitter Lists

Twitter S...
Twitter
Macro

Engagement

Goals
Composition

Referrals

2011© Prepared by State and Federal Communications, Inc.
LinkedIn
LinkedIn Analytics
Pageviews
Unique Visitors
Member Followers
Member Visits by Profession

2011© Prepared by Stat...
Dig Deeper


LinkedIn Groups, Answers



Check in Google Analytics to see if
LinkedIn is a traffic source



Connect to...
LinkedIn Places to Go
LinkedIn Answers: Government and
Nonprofit Questions
LinkedIn Events

2011© Prepared by State and Fe...
LinkedIn Rock Stars
U.S. Department of State

Texas Department of
Agriculture LinkedIn Profile

2011© Prepared by State an...
LinkedIn
Macro

Engagement

Goals
Composition

Referrals

2011© Prepared by State and Federal Communications, Inc.
YouTube
YouTube Insights
http://www.youtube.com/my_videos_insight

Views, Demographics, Content report, bounce and
rewind ...
YouTube Rock Star
Discover St. Charles (MO) YouTube
Channel
Move over, public access TV!

YouTube Town Hall
You can weigh-...
YouTube
Macro

Engagement

Goals
Composition

Referrals

2011© Prepared by State and Federal Communications, Inc.
GOOGLE ANALYTICS

2011© Prepared by State and Federal Communications, Inc.
Google’s Dashboard
The main indicators:
Visits
Bounce Rate
Time on Site
Dimensions vs. Metrics

2011© Prepared by State an...
The Visitor Puzzle
Who is a visitor vs. who is
a unique visitor?
 New vs. Returning
 The Map Overlay


2011© Prepared b...
Mobile!

2011© Prepared by State and Federal Communications, Inc.
More Reports
Traffic Sources
Search Engines, Referring Sites and Keywords

Content
Which pages are hopping and which pages...
Goals and Conversions
Event Tracking

So you have a whitepaper – is anyone downloading
it?

2011© Prepared by State and Fe...
The forgotten metric
Internal searches and keywords
This is a great way to test your site
optimization.
Are people leaving...
Become a Google Rock Star
Google Conversion University
http://www.google.com/support/conversionuniversity/bin/request
.py?...
DASHBOARDS

2011© Prepared by State and Federal Communications, Inc.
Monitoring Dashboard
How to see if you have been mentioned:
Find the backlinks
Google Analytics referrals, Google Webmaste...
Analytics Dashboard
Free
Metricly https://metricly.com/
Google Analytics
https://www.google.com/analytics

For Pay
Social ...
Analytics Rock Star
Centers for Disease Control and
Prevention Metrics Dashboard
Web Analytics as Government Transparency!...
Daily Routine
What do you measure?

Photo by Julius Shorzman through Creative Commons.

2011© Prepared by State and Federa...
FOR FURTHER STUDY

2011© Prepared by State and Federal Communications, Inc.
Your Daily Scan
Social Media and Gov 2.0 News
#measure
mashable.com
socialmediatoday.com

www.govloop.com
www.nextgov.com
...
Follow the Blogs!
Social Media Metrics
Blogs
KDPaine’s PR Measurement
Blog
http://kdpaine.blogs.com

The Measurement Stand...
Reading List
Social Media
Twitterville by Shel Israel
Groundswell by Charlene Li, Josh Bernoff
Here Comes Everybody: The P...
Organizations
The International Association for the
Measurement and Evaluation of
Communication
http://www.amecorg.com/ame...
Documents
Barcelona Declaration of Measurement
Principles
http://www.amecorg.com/amec/Barcel
ona%20Principles%20for%20PR%2...
Upcoming Events


North American Summit on Public
Relations Measurement
PRSA and Institute for Public Relations September...
What does that word mean?
Webtrends Web Analytics Glossary
http://www.webtrends.com/Education/Glossar
y

2011© Prepared by...
THANK YOU!

Joe May, Social Media Coordinator
jmay@stateandfed.com
State and Federal Communications, Inc.
80 South Summit ...
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Monitoring and Measuring Your Social Media Efforts

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Presentation by Joe May at the Advanced Learning Institute, July 2011.

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Monitoring and Measuring Your Social Media Efforts

  1. 1. How to Monitor, Manage, And Measure Your Organization's Social Media Efforts July 15, 2011 Joe May 2011© Prepared by State and Federal Communications, Inc.
  2. 2. GOALS 2011© Prepared by State and Federal Communications, Inc.
  3. 3. Setting Goals  What are the communications goals of your organization?  Key Performance Indicators (KPIs)  Looking at the Outcomes 2011© Prepared by State and Federal Communications, Inc.
  4. 4. Why measure?  Measure to know  Measure to improve  Measure to decide 2011© Prepared by State and Federal Communications, Inc.
  5. 5. Questions you need to ask:  Where are we in relationship to our goals?  What is working?  What isn’t working?  Where can we improve? 2011© Prepared by State and Federal Communications, Inc.
  6. 6. Brainstorming Citizen Engagement  Information Management  Transparency  Crisis Management  Customer Service  Brand Awareness  Finding and keeping talent  2011© Prepared by State and Federal Communications, Inc.
  7. 7. KPI exercise 2011© Prepared by State and Federal Communications, Inc.
  8. 8. Finding your benchmark 2011© Prepared by State and Federal Communications, Inc.
  9. 9. How long do we need to measure? You need to collect your measurement data long enough to get good and actionable data. 2011© Prepared by State and Federal Communications, Inc.
  10. 10. Making the connection Always try to connect social media measurement to the outside world Traditional media efforts Meetings, press releases, real-life events 2011© Prepared by State and Federal Communications, Inc.
  11. 11. Finding Meaning “Your job is not to show what the numbers are, your job is to show what the numbers mean.” - Jeff Van West 2011© Prepared by State and Federal Communications, Inc.
  12. 12. 2011© Prepared by State and Federal Communications, Inc.
  13. 13. Image of the Wordsearch by Stannered through Creative Commons. 2011© Prepared by State and Federal Communications, Inc.
  14. 14. A note about qualitative metrics 2011© Prepared by State and Federal Communications, Inc.
  15. 15. Goals Rock Star The Smithsonian Institution Summary of the Web and New Media Strategy Goals 2011© Prepared by State and Federal Communications, Inc.
  16. 16. THE SOCIAL MEDIA PLATFORMS 2011© Prepared by State and Federal Communications, Inc.
  17. 17. Blogs and Websites Measure online behavior. Who is visiting? What content are they viewing? Where do they go? 2011© Prepared by State and Federal Communications, Inc.
  18. 18. Blogs and Websites      Traffic Sources – where is it coming from? Measure direct traffic, organic searches, and referral traffic Track keywords Content Reports Comments Navigation Landing pages, exit pages, in-page analytics 2011© Prepared by State and Federal Communications, Inc.
  19. 19. Tools and tips Alexa.com  Compete.com  Websitegrader.com  Quick tip: Look for traffic from Social media platforms to your hub (website or blog) Look for: Backlinks, mentions in other blogs and online publications, Twitter mentions and Retweets Offline communications in relation to use of social media 2011© Prepared by State and Federal Communications, Inc.
  20. 20. Website and Blog Rock Star City and County of San Francisco San Francisco Social Media Center A paragon of social media accessibility. 2011© Prepared by State and Federal Communications, Inc.
  21. 21. Blogs and Websites Macro Engagement Goals Composition Online Behavior 2011© Prepared by State and Federal Communications, Inc.
  22. 22. Facebook Facebook Insights – Just the numbers please! What data points should I pay attention to in the Facebook User Reports? 1. Users 2. Impressions 3. Interactions 2011© Prepared by State and Federal Communications, Inc.
  23. 23. Facebook Rock Star What story does your Facebook interaction tell? Akron-Canton Regional Airport “A marketing organization with an airport attached.” 2011© Prepared by State and Federal Communications, Inc.
  24. 24. At the heart of Facebook “Most people will come back to your fan page if there’s a real sense of community.” Mari Smith on Social Media Examiner What actions would encourage this? What measurements would demonstrate this? 2011© Prepared by State and Federal Communications, Inc.
  25. 25. Facebook Macro Engagement Goals Composition Referrals 2011© Prepared by State and Federal Communications, Inc.
  26. 26. Twitter Just the numbers please!    Twitter followers over time Tweets over time Retweets over time Tools     Contax.io/ Klout Tweetstats Twitalyzer 2011© Prepared by State and Federal Communications, Inc.
  27. 27. Grain of Salt Alert Social Media Today “Twitter Influence: Who do you believe?” 2011© Prepared by State and Federal Communications, Inc.
  28. 28. Retweet Tools Retweet Rank Tweet Reach Retweetist URL Shortener Tools Bit.ly.com Owl.ly Su.pr 2011© Prepared by State and Federal Communications, Inc.
  29. 29. Twitter Rock Star What story does your Twitter interaction tell? District of Columbia Board of Elections and Ethics Alysoun McLaughlin took the problem of long lines at the polls and turned it into a Twitter opportunity! 2011© Prepared by State and Federal Communications, Inc.
  30. 30. Twitter Tips Composition of your Twitter followers Tools: Contax.io, Twitalyzer.com, Tweeple.com, Twitter Lists Twitter Search Tools: Twitter searches, Twitter lists, http://twittersentiment.appspot.com/ 2011© Prepared by State and Federal Communications, Inc.
  31. 31. Twitter Macro Engagement Goals Composition Referrals 2011© Prepared by State and Federal Communications, Inc.
  32. 32. LinkedIn LinkedIn Analytics Pageviews Unique Visitors Member Followers Member Visits by Profession 2011© Prepared by State and Federal Communications, Inc.
  33. 33. Dig Deeper  LinkedIn Groups, Answers  Check in Google Analytics to see if LinkedIn is a traffic source  Connect to real world – Did LinkedIn supply new hires? Did you research a contractor? 2011© Prepared by State and Federal Communications, Inc.
  34. 34. LinkedIn Places to Go LinkedIn Answers: Government and Nonprofit Questions LinkedIn Events 2011© Prepared by State and Federal Communications, Inc.
  35. 35. LinkedIn Rock Stars U.S. Department of State Texas Department of Agriculture LinkedIn Profile 2011© Prepared by State and Federal Communications, Inc.
  36. 36. LinkedIn Macro Engagement Goals Composition Referrals 2011© Prepared by State and Federal Communications, Inc.
  37. 37. YouTube YouTube Insights http://www.youtube.com/my_videos_insight Views, Demographics, Content report, bounce and rewind rate, community engagement YouTube Insights tutorial http://www.youtube.com/t/advertising_insight Handy tool: Google’s YouTube for Government Page http://www.youtube.com/government101 2011© Prepared by State and Federal Communications, Inc.
  38. 38. YouTube Rock Star Discover St. Charles (MO) YouTube Channel Move over, public access TV! YouTube Town Hall You can weigh-in on the congressional debates. 2011© Prepared by State and Federal Communications, Inc.
  39. 39. YouTube Macro Engagement Goals Composition Referrals 2011© Prepared by State and Federal Communications, Inc.
  40. 40. GOOGLE ANALYTICS 2011© Prepared by State and Federal Communications, Inc.
  41. 41. Google’s Dashboard The main indicators: Visits Bounce Rate Time on Site Dimensions vs. Metrics 2011© Prepared by State and Federal Communications, Inc.
  42. 42. The Visitor Puzzle Who is a visitor vs. who is a unique visitor?  New vs. Returning  The Map Overlay  2011© Prepared by State and Federal Communications, Inc.
  43. 43. Mobile! 2011© Prepared by State and Federal Communications, Inc.
  44. 44. More Reports Traffic Sources Search Engines, Referring Sites and Keywords Content Which pages are hopping and which pages are graveyards? Navigation Analysis Where do people go when they are on your site or blog? What does it tell you about optimization? 2011© Prepared by State and Federal Communications, Inc.
  45. 45. Goals and Conversions Event Tracking So you have a whitepaper – is anyone downloading it? 2011© Prepared by State and Federal Communications, Inc.
  46. 46. The forgotten metric Internal searches and keywords This is a great way to test your site optimization. Are people leaving as happy searchers or are they frustrated? 2011© Prepared by State and Federal Communications, Inc.
  47. 47. Become a Google Rock Star Google Conversion University http://www.google.com/support/conversionuniversity/bin/request .py?hl=en&contact_type=indexSplash&rd=1 The 25 tutorial videos are free! 2011© Prepared by State and Federal Communications, Inc.
  48. 48. DASHBOARDS 2011© Prepared by State and Federal Communications, Inc.
  49. 49. Monitoring Dashboard How to see if you have been mentioned: Find the backlinks Google Analytics referrals, Google Webmaster tools Backlinks Also Alexa.com and www.opensiteexplorer.org for backlinks Find the conversations Twitter, TweetDeck, HootSuite, Topsy.com, Addictomatic.com Google Search, Google Alerts, Google Reader Socialmention.com 2011© Prepared by State and Federal Communications, Inc.
  50. 50. Analytics Dashboard Free Metricly https://metricly.com/ Google Analytics https://www.google.com/analytics For Pay Social Report https://www.socialreport.com Unilyzer http://www.unilyzer.com/ HootSuite http://hootsuite.com Netvibes http://www.netvibes.com TwentyFeet https://www.twentyfeet.com 2011© Prepared by State and Federal Communications, Inc.
  51. 51. Analytics Rock Star Centers for Disease Control and Prevention Metrics Dashboard Web Analytics as Government Transparency! CDC Annual Summary 2010 2011© Prepared by State and Federal Communications, Inc.
  52. 52. Daily Routine What do you measure? Photo by Julius Shorzman through Creative Commons. 2011© Prepared by State and Federal Communications, Inc.
  53. 53. FOR FURTHER STUDY 2011© Prepared by State and Federal Communications, Inc.
  54. 54. Your Daily Scan Social Media and Gov 2.0 News #measure mashable.com socialmediatoday.com www.govloop.com www.nextgov.com techpresident.com governingpeople.com 2011© Prepared by State and Federal Communications, Inc.
  55. 55. Follow the Blogs! Social Media Metrics Blogs KDPaine’s PR Measurement Blog http://kdpaine.blogs.com The Measurement Standard http://kdpaine.blogs.com/themeasurements tandard Brass Tack thinking http://www.brasstackthinking.com Web Analytics Google Analytics Blog Web Analytics (cont.) Web Strategy Blog by Jeremiah Owyang http://www.webstrategist.com/blog/ Occam’s Razor Web Analytics Blog by Avinash Kaushik http://www.kaushik.net/avinash/ Omniture: Industry Insights http://blogs.omniture.com/ J Cutroni’s Analytics Talk http://cutroni.com/blog/ Kaizen Analytics http://www.kaizen-analytics.com/ http://analytics.blogspot.com/ Zoom Metrix http://www.zoommetrix.com/ Google Analytics YouTube Channel Online-behavior http://online-behavior.com/ http://www.youtube.com/user/go 2011© Prepared by State and Federal Communications, Inc.
  56. 56. Reading List Social Media Twitterville by Shel Israel Groundswell by Charlene Li, Josh Bernoff Here Comes Everybody: The Power of Organizing Without Organizations by Clay Shirky Social Media Metrics Social Media Metrics by Jim Sterne Measure What Matters by Katie Delahaye Paine The Now Revolution by Jay Baer and Amber Naslund 2011© Prepared by State and Federal Communications, Inc.
  57. 57. Organizations The International Association for the Measurement and Evaluation of Communication http://www.amecorg.com/amec/index. asp  Web Analytics Association  http://www.webanalyticsassociation.or g/ 2011© Prepared by State and Federal Communications, Inc.
  58. 58. Documents Barcelona Declaration of Measurement Principles http://www.amecorg.com/amec/Barcel ona%20Principles%20for%20PR%20 Measurement.pdf Valid Metrics for PR Measurement http://ameceuropeansummit.org/amec orgdocs/ValidMetricsFramework7June 2011PrintVersion.pdf 2011© Prepared by State and Federal Communications, Inc.
  59. 59. Upcoming Events  North American Summit on Public Relations Measurement PRSA and Institute for Public Relations September 18-20, 2011 in Philadelphia, PA  Web Analytics Association Symposiums The Future of Analytics: Leading the Modern Enterprise Seattle, October 3, 2011 Content and Conversion: What Each Can Learn from the Other Philadelphia, November 2, 2011 2011© Prepared by State and Federal Communications, Inc.
  60. 60. What does that word mean? Webtrends Web Analytics Glossary http://www.webtrends.com/Education/Glossar y 2011© Prepared by State and Federal Communications, Inc.
  61. 61. THANK YOU! Joe May, Social Media Coordinator jmay@stateandfed.com State and Federal Communications, Inc. 80 South Summit Street • Suite 100 • Akron, Ohio 44308 330.761.9960 www.lobbycomply.com 2011© Prepared by State and Federal Communications, Inc.

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