Social Media Metrics Alchemy: Transforming Data Into Engaging Content


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Creating great, engaging content that builds your community is just a few key data points away! Knowing what social media data to track is critical to transforming raw data into content your community wants. In this webinar, we’ll focus on the five data metrics that tell you what you need to know about your community and the content it wants, and how to create personalized data dashboards using Google Analytics and Facebook Insights.

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Social Media Metrics Alchemy: Transforming Data Into Engaging Content

  1. 1. Social Media Metrics Alchemy: Transforming Data Into Engaging Content Debra Askanase & Ash Shepherd July 18, 2012 Twitter Hashtag - #npwebA Service Of: Sponsored by:
  2. 2. INTEGRATED PLANNING Advising nonprofits in: • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  3. 3. www.mission.doA Service Of: Sponsored by:
  4. 4. Today’s Speakers Debra Askanase Ash Shepherd Founder and Engagement Strategist Strategy & Process Community Organizer 2.0 Minds on Design LabAssisting with chat questions: Hosting:Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  5. 5. Social Media Alchemy: Transforming Data into Engaging ContentPresented by Debra AskanaseEngagement Strategist Ash Shepherd Strategy & Process
  6. 6. Today’s conversation about social media dataI. A moment of theory: tying relationship and community- building to content creationII. Know what you’re looking forIII. Know how to organize it: Keeping it focused with your own toolboxIV. Know how to use it to build community a. Continual optimization of content b. Build communityV. Do-able takeaways
  7. 7. I. Tying relationship and community- building to content creation
  8. 8. The social media activity funnel Move to Action Creates TrustSocial Media Engage
  9. 9. ROE is fan engagement and trust Engage Contribute Participate Create Create a Post Become a Visit video, reviews fan Watch TRUST message, Give FriendDownload tweet, feedback Follow Read blog post Vote Join Play product Contribute RECIPROCITY Discuss about the ideas company
  10. 10. Content alchemy Include Assess what Optimize that community incontent resonates content and content with your deepen follower development as community engagement contributors and curators Research to find Deepen Move to actionout what engages engagement, (community create trust organizing)
  11. 11. II. Know what you are looking for
  12. 12. Content design begins with SMART goals Design your social Specific media activities to Measurable meet your org or Attainable programmatic goals: Realistic Timely • resource awareness • membership • fundraising • activism • sign up for a program
  13. 13. Four key questions to ask, and which data- gathering tools can get you there 1. Are my social activities referring visitors to the site? *view in Google Analytics 2. Is social content sending people to specific pages? *view in Google Analytics? 3. What content do social fans care about? And why? *view in Google Analytics *view in Facebook Insights *view in YouTube Insights *view in clicks and RTs 4. Who are my biggest fans…and what do I know about them? *Crowdbooster (Twitter), FB posts, YouTube comments
  14. 14. III. Know how to organize it
  15. 15. Your simple suite of (free) tools Google Analytics Facebook Insights YouTube Insights, if relevant Rowfeeder Crowdbooster
  16. 16. 1. Are my social activities referring visitors to the site?
  17. 17. Social sources: 100 feet*using Advanced Segments within Google Analytics
  18. 18. 2. Is it sending them to a specific action page?
  19. 19. Lily the Black Bear FB page
  20. 20. Added resource - visitor flow
  21. 21. Facebook content: what resonates
  22. 22. 4. Who are my biggest fans…and why?
  23. 23. Who takes actions on my behalf?
  24. 24. Tracking clicks: what resonates
  25. 25. Tracking tweets: what resonates
  26. 26. Put it all together for your org (feel free to use, note two different tabs offer different use options)
  27. 27. The engaging content development cycle Define Develop Post toyour goals content and social media data points channels What content Measure key does not data points engage? against goals Optimize that What content content! engages?
  28. 28. Pulling it all together:Content optimization case study
  29. 29. Facebook content: what resonates
  30. 30. What we know about who interacts with content vs. Likes the Page
  31. 31. Digging deeper …
  32. 32. …and deeper still into content popularity/reach
  33. 33. What we learned1. Fan demographics do not equal participationdemographics2. Not all top content is equal3. Demographics change frequently – stay on topof them4. Fans share certain types of content much morethan others, though they view many types5. The more posts/week, the correspondingincrease in the PTAT number
  34. 34. How we used it to optimize content1. More content aimed at older audience2. More frequent posting3. More photos and especially more video4. Experimented with adding photo collages,different types of photo albums, videodocumentary vs. video footage of events5. Popular FB content inspired corresponding blogposts6. Added photos to announcements and blog posts
  35. 35. Stop Content that doesn’t resonate or achieve goals Caution Experiment and try new things, extend concepts, modifications based on data Go! Delve deeper: refine and strengthen content Include your biggest fans to form community
  36. 36. IV. How will you use content to build a community? *How can you give them the chance to own the content?
  37. 37. Engage content contributors build community• Identify your most frequent commenters and engagers and invite them into a content-building “secret” Facebook Group to discuss and develop community-based content for the page• DM or Message fans and ask them to contribute content• Hold a contest for best content about…• Ask for videos to upload• Hold a weekly content contribution theme
  38. 38. Twitter curator for a day
  39. 39. Repost and highlight content fans post
  40. 40. Repost and highlight content fans post
  41. 41. Sourcing content to and from FB
  42. 42. Sourcing content to and from FB
  43. 43. FB Group for sourcing campaign content
  44. 44. Content is for building community
  45. 45. Easy to do next steps…1. Set up Advanced Segments for social media sources in Google Analytics.2. Look at what tweets are actually being retweeted through Crowdbooster.3. Identify your top-engaged content type on Facebook, the blog, twitter.4. Create a list of 5 things you’ve learned about your content.5. Create a plan for optimizing your content.6. Create a plan for deepening engagement by building community around your content.
  46. 46. How will you create content to build your community?
  47. 47. Debra is always available to answer follow- up questions! Email: Website: Blog: Linkedin: Twitter: @askDebra Other slides: Telephone: (617) 682-2977
  48. 48. Ash is always available to answer follow-up questions!Email: ash@mod-lab.comWebsite: mod-lab.comBlog: @NPTech_AshTelephone: 718-858-1066
  49. 49. Added bonus: DIY Google Analyticsdashboards in less than 5 minutes!
  50. 50. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: