1.
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METRICS
AND
ANALYTICS
Measuring the
success of PIOs in
the “Digital Age”
Presented by: Christopher Tarantino, MEP CMCP CHEC-III
@epimetra
#UTPIO17

2.
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Why am I here?
CHRISTOPHER TARANTINO, MEP CMCP
• CEO – EPICENTER MEDIA & TRAINING
• DIGITAL COMMUNICATIONS SPECIALIST – FEMA
• SME / INSTRUCTOR – NATIONAL DISASTER PREP. TRAINING CTR.
• PAST CHAIR – IAEM EMERGING TECHNOLOGY CAUCUS

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Why are you here?

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#UTPIO17
“The price of
LIGHT is less than the
cost of darkness.”
-ARTHUR C. NIELSEN

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#UTPIO17
How do we measure a strong
communicator?
 posts
 likes
 favorites
 blogs
 fairs
 pins
 analytics
 google searches
 metrics
 livestreams
 viewers
 followers
 conversions
 visitors
 downloads
 press releases
 conferences
 outreach
 action
 evacuations
 perception
 outcomes
 meetings
 engagement
 insights
 behavior
 traffic
 events
 messages
 applications
 phone calls
 reach
 promotions
 advertisements
 targets
 growth
 shares
 comments
 activity

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The 1st question:
Image:clkr.com
What metrics
are most important?

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The REAL 1st question:
Image:clkr.com
What metrics
are most important?
What are your OBJECTIVES?

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The Usual Suspects
 Monitor / Listen (especially on social)
 Coordinate with partners
 Engage community leaders
& stakeholders
 Disseminate information
 Educate (thought leadership)
 Encourage action
 Improve response/recovery

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How do we measure success?
In order to identify and
(RE)PRODUCE success, we much
have a vivid image of what success
actually looks like.

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“Start with WHY.”
-SIMON SINEK

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WHY do we measure?
 Assess performance,
Qualify (and quantify) impact,
Identify trends
 Inform decisions
 Make purposeful changes
 Achieve goals/objectives
Image:clkr.com

12.
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WHY do we measure?
 Assess performance,
Qualify (and quantify) impact,
Identify trends
 Inform decisions
 Make purposeful changes
 Achieve goals/objectives
“How are we doing?”
“What should we be doing?”
“How should we do it?”
“Is/Was it worth it?

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WHY do we measure?
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RETURN ON INVESTMENT (ROI)

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WHY do we measure?
DIRECT (“HARD”) ROI INDIRECT (“SOFT”) ROI
Image:clkr.com
RETURN ON INVESTMENT (ROI)

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WHY do we measure?
DIRECT (“HARD”) ROI
 Quantifiable
 Simple to forecast
 Usually relates to time/money
(“Bottom line”)
 Investment vs. outcomes
INDIRECT (“SOFT”) ROI
Image:clkr.com
RETURN ON INVESTMENT (ROI)

16.
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#UTPIO17
WHY do we measure?
DIRECT (“HARD”) ROI
 Quantifiable
 Simple to forecast
 Usually relates to time/money
(“Bottom line”)
 Investment vs. outcomes
INDIRECT (“SOFT”) ROI
 More difficult to measure/identify
 Visibility
 Lives saved
 Productivity
 Behavior change
 Public satisfaction
Image:clkr.com
RETURN ON INVESTMENT (ROI)

17.
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So, REALLY…
what metrics are important?
 Key performance indicators (KPIs)
 Breadth
 Depth
 Reach
 Engagement
 Campaign stats
 Feedback
 Strategic outcomes

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So, REALLY…
what metrics are important?
Avoid “VANITY METRICS” such as
likes, followers, # of posts, etc.
These don’t tell you anything by
themselves. They need context!

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Key Performance Indicators
BREADTH
 How large is your social
community?
 Note: shouldn’t just be a
big number – should be
representative
(population/research)
and manageable
DEPTH
 How “tight-knit” is your
social community?

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Key Performance Indicators
REACH
 How many people (inside
and outside your direct
audience) view your
content?
ENGAGEMENT
 How much of your
audience participate in
discussion? How
responsive are they?
REACH x ENGAGEMENT
= AMPLIFICATION

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Key Performance Indicators
 Strategic Outcomes
 High-level mission
 Operations-focused
 Community feedback
 Sentiment
 Others
Most critical “metric” we have:
Did we accomplish [mission critical task]?

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Your roadmap
Capture Display Analyze Implement

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What specific TOOLS can we use?
 Native metrics
 SumAll
 Mention
 SproutSocial
 NUVI
 Bit.ly
 Followerwonk
 Keyhole
 Cyfe
 Tailwind
 Hootsuite
 Web analytics
 WEBSTA
 Tweetreach
 TAGS 5.0
 LifeRaft
 Iconosquare
 Many others

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Facebook Insights

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Facebook Insights

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Facebook Example: Virality
Picture posted on the 8th

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Facebook Example: Paid Content
Paid advertising = ~$30.00

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Instagram metrics
 Iconosquare / WEBSTA
 Comment tracking
 Likes received
 Engagement
(averages & daily count)
 Post timing & media lifespan
 Followers/Following growth

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Twitter Ads/Analytics
 Link tracking, trend monitoring, performance, etc.
 Don’t necessarily have to be running ads to see Analytics

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Web Analytics (Google)
 Should be closely monitored by IT
and outreach personnel
 Goal-setting & conversion tracking
 UTM tagging (URL building)
 Data segmentation
 Analytics can tell you A LOT about
the success of your campaigns,
scope of your incidents, etc.

31.
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Other metrics
Pinterest
•Re-pins (reach/impressions)
•Referral web traffic
Press Release
•Page views
•Bounce rate
•Media coverage
LinkedIn
•Interactions
•Impressions/Engagement
YouTube
•Comments
•Subscriber growth
Campaign
•Downloads/Conversions
•Visitors & attendees (events)
•Landing page traffic
Snapchat
•Followers
•Views

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“The web isn’t really
made up of ALGORITHMS.
.
It’s made of PEOPLE.”
-SONIA SIMONE

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Audience analyses
 Stakeholders
 Victims/survivors
 Responders
 Onlookers (worldwide)
 Other communicators & gov.
leaders
 Media
 Tech. and industry
 Citizen journalists
 Others
 Critical to find “influencers”
within these groups (proactively)
 Large following
 Highly engaging
 Subject matter expertise
How much influence does [your org]
have within [your jurisdiction] online?

34.
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How do we identify influencers
or potential partners?
 Start with WHY
 Quantify/qualify
level of influence
 Establish a
game-plan

35.
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A well-rounded
analytics strategy
•Word of
Mouth
•“Buzz”
•Website
•Blog
•Podcasts
•Media
•Partnerships
•Influencers
•Advertising
•Banners
•Billboards
Paid Earned
SharedOwned

36.
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“Not everything that COUNTS
can be counted…
.
…andnoteverything that
CANbe countedcounts.
-ALBERT EINSTEIN

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Q&A Session
ASK ANYTHING YOU’D LIKE!

38.
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Christopher Tarantino, MEP CMCP CHEC-III
about.me/chris_tarantino
CEO – Epicenter Media & Training
ctarantino@epimetra.com
@Tarantino4me | (585) 210-3011
THANK YOU!