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Is this thing on social media measurement nc tech4-good 2013 updated 6-6

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You’ve been posting Facebook updates, sending the snappy 140 character tweets, and adding videos to your YouTube channel, but is it making a difference for your nonprofit? Measuring social media can be a daunting task, but with a few handy tools and a standard reporting structure, you can effectively measure your efforts. Promise!

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Is this thing on social media measurement nc tech4-good 2013 updated 6-6

  1. 1. Is This Thing On?How to Measure Your Social Media EffortsPresented byDawn A CrawfordSocial Media & Communications Consultant@SocMediaRckStr
  2. 2. • Raleigh-based full service communications &fundraising agency that works exclusively withnonprofits• Over 10 years of dedicated nonprofit experiencepaired with 7+ years of corporate advertisingexperience• Bring us your problem and we’ll solve it2Some of our Awesome Clients:
  3. 3. YourNonprofitMediaRelationsSocialMediaCommStrategyGraphicDesignAdvertisingWebsiteVideosOnlineFundraising
  4. 4. Where Are We Going Today?Tools thatWork!What isReasonable?How Do IGet Started?WhyMeasure?
  5. 5. Why Measure?Value yourtimeReportimpact tofoundations& donorsImproveyour effortsPermissionto STOP
  6. 6. How Do I Get Started?CommunicationsPlan•What is importantto you?•Baselines•Content strategyReportingTool•Spreadsheet orGoogle Docs•Analysis reportRepeat•Do it the same timevery month!•6 month & 12month reviews
  7. 7. Things to TrackFollowerCountsInteractionsContentthatperformsSuccesses+Challenges
  8. 8. What is Reasonable to Expect?Depends on YOUR community5% organic/10% paid “Like” growth5% follower growth2-3% views growth5% follower growth
  9. 9. Tools MakeUs Humanhttp://www.flickr.com/photos/bre/552152780/sizes/l/
  10. 10. Your Tool: Facebook AnalyticsBasic• Fan Growth• Most PopularPosts• WinsAdvanced• Talking AboutThis• UserFrequency• Demographics• Challenges
  11. 11. OverviewSnapshot of your usage and interactionRockstar Tip: Last 30 days + 7 days
  12. 12. Page Post ListingsDetailed information about your posts.Reach = Eyeballs EU= ClicksTAT = Engagement Virality = TAT/ReachRockstar Tip: SORT!
  13. 13. Likes - DemographicsYour current fan demographics – age, gender, city and languageRockstar Tip: See Likes – past ~250 fans
  14. 14. Likes – Count & TrafficYour current fan counts & how they are coming to your pageRockstar Tip: Pay attention to Unlikes
  15. 15. Reach – DemographicsWhere your fans are influential – age, gender and location
  16. 16. Reach – Counts & FrequencyHow many people are being reached and how oftenRockstar Tip: Pay attention to Frequency
  17. 17. Comparing FrequencyNP 12K+ Fans, State-wide,100% OrganicNP 22K+ Fans, Nation-wide,10% Organic/90% Paid
  18. 18. Reach – VisitsSee where your fans responded to contentRockstar Tip: Repeat spikes
  19. 19. Talking About This – DemographicsWho are your super fansRockstar Tip: Use cities to campaign
  20. 20. Talking About This – ContentHelps you track which content resonatedRockstar Tip: Mine the additionalcategories in the dropdown
  21. 21. Your Tools:HootSuite -- $5.99 a month/$71.88 a year OR $1,800 a year for EnterpriseTwitonomy -- $20 a month/$240 a yearBasic• FollowerGrowth• Clicks• RetweetCounts• WinsAdvanced• Superfans• Locations• Challenges
  22. 22. Ow.ly Click Summary – SummarySee when content activateda click through
  23. 23. Ow.ly Click Summary – Region & ReferrersSee where your users are atand what online platform they are using
  24. 24. Ow.ly Click Summary – ContentWhich were your most clicked on links
  25. 25. Twitonomy – Content by MentionsHelps you track which content resonated
  26. 26. Twitonomy – Most Active UsersIdentify Super FansRockstar Tip: Get these peopleto an offline event
  27. 27. Twitonomy – Top RetweetsIndicates reach and resonance of copyRockstar Tip: Thanks your topretweeters every month!
  28. 28. More Tools!Tweetreach - http://tweetreach.com/ - FREETwitalyzer - http://twitalyzer.com/ - PAIDCrowdbooster - https://crowdbooster.com/ - PAIDSproutSocial - http://sproutsocial.com/ - PAID
  29. 29. Your Tool: YouTube AnalyticsBasic• Views• Likes• CommentsAdvanced• MinutesWatched• SubscriberGrowth
  30. 30. How do I find my analytics?
  31. 31. Performance & EngagementTrack views, subscribers, likes & commentsRockstar Tip: Change the dates
  32. 32. Top ContentTrack views on videosRockstar Tip: Watch average minutes watched
  33. 33. Demographics & TrafficTracks viewer locations and traffic sources
  34. 34. Your Tools:Pinterest AnalyticsPinPuffBasic• Followers• Repins• WinsAdvanced• Traffic towebsite• Likes• Comments• Challenges
  35. 35. Influence RatingsInteresting to track how wellyour content is being spreadRockstar Tip: You want your rating to be 40-70 or 70+
  36. 36. Other ToolsPin League - http://pinleague.com/ - PAID
  37. 37. Your Tool:StatigramBasic• Followers• Likes• Comments• WinsAdvanced• Activityaround ahashtag• Content
  38. 38. LikesThe number of people liking your content
  39. 39. CommentsNumber of people interacting with your content
  40. 40. Rolling Monthly EngagementCompares Likes and Comments month by month
  41. 41. Most Engaged FollowersWho has liked your content the mostRockstar Tip: Befriend these people IRL
  42. 42. Cool Bonus
  43. 43. partingthoughtshttp://fc05.deviantart.net/fs11/i/2006/241/d/e/swallow_tattoo_idea_by_meowle.jpg
  44. 44. Social Media is aConversation
  45. 45. Explore
  46. 46. Nerd Out & Experimenthttp://www.flickr.com/photos/marsdd/2986989396/sizes/o/
  47. 47. Say Bye-Byehttp://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/
  48. 48. Passion isInfectioushttp://www.flickr.com/photos/krystalt/5248185017/sizes/l/
  49. 49. Biz Card + Internet Magic = Presentationbcdcideas.comdawnacrawford@gmail.com720-231-1930@SocMediaRckStrDon’t forget to get yourrockstar profile pic made!

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