Measuring Engagement with Social Media

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Tracking return on investment (ROI) takes an assortment of tools and tricks. Here are a few ways we keep up with the results of social media efforts at the National Wildlife Federation.

From my presentation with Apollo Gonzales and Josh Nelson at Netroots Nation 2009: "Measuring ROI: Tools, Tips & Tricks of the Trade"

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  • Avoid the temptation to jump in and start pushing out your network. After branding yourself you want to make sure you approach the constituents respectfully. Listen to them through (Tracking) but also be observant who is participating a lot with content and creation. [RSS feeds, Technoratti, Surmize, Board reader, Google Alerts] Participating in the conversation Encourage participation, reference interests and point them in the right direction
  • Method to the madness.
  • Measuring Engagement with Social Media

    1. 1. Measuring Engagement with Social Media Danielle Brigida [email_address] National Wildlife Federation @NWF @starfocus
    2. 2. <ul><li>Reach </li></ul><ul><li>Engagement </li></ul><ul><li>Revenue </li></ul>National Wildlife Federation’s Goals are to Increase ...
    3. 3. Edelman Trust Barometer 2009
    4. 4. So Many Potential Metrics <ul><li># of Friends </li></ul><ul><li>Actions Taken </li></ul><ul><li>Blog mentions </li></ul><ul><li>Linkbacks </li></ul><ul><li>Who participated in an event? </li></ul>
    5. 5. What tools do we use to track Return on Investment? ?
    6. 6. Social Media = Listening Mike Bailey-Gates, Flickr
    7. 7. How We Listen : Search News Search Blogs Search Social Sites
    8. 8. Social Media Tracking Google Alerts Blog Searches -Technorati -Ice Rocket -Boardreader <ul><li>RSS Readers </li></ul><ul><li>Bloglines </li></ul><ul><li>Google Reader </li></ul><ul><li>Feedreader </li></ul><ul><li>Detail Searches </li></ul><ul><li>twitter.com </li></ul><ul><li>Wordpress </li></ul><ul><li>Del.icio.us </li></ul>
    9. 9. Track Your Mentions
    10. 10. What Inspires a Response ?
    11. 11. @NWF, @greenhour, @campusecology, @wildlife_watch @climateclass, @wildlifeaction WildlifeAction Example: NWF on
    12. 12. What Does NWF Tweet? <ul><li>Questions </li></ul><ul><li>New Blog Entries </li></ul><ul><li>Random Facts </li></ul><ul><li>Breaking News </li></ul><ul><li>Program Info </li></ul><ul><li>Timely Events </li></ul><ul><li>Retweet </li></ul><ul><li>Reply to People </li></ul>
    13. 13. How do we Track Tweets? <ul><li>Su.pr </li></ul><ul><li>Bit.ly </li></ul><ul><li>Tweetbeep </li></ul><ul><li>Source Code </li></ul>
    14. 15. How are people engaging with the tweet?
    15. 16. Be creative in tracking campaign engagement
    16. 17. People share their wildlife sightings
    17. 18. Wildlife Watch with Twitter? Robin in Park, Maryland #NWF
    18. 20. Set Tangible Goals <ul><li>50 unique Twitter Users </li></ul><ul><li>200 Wildlife sightings in first month </li></ul><ul><li>At least 5 tweets a day </li></ul>
    19. 21. Keep Goals SMART <ul><li>S pecific </li></ul><ul><li>M easurable </li></ul><ul><li>A ttainable </li></ul><ul><li>R esult Focused </li></ul><ul><li>T ime Specific </li></ul>
    20. 22. It’s All About Quality! I do it for them.

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