Is This Thing On?
How to Measure Your Social Media Efforts
Presented by
Dawn A Crawford
Social Media & Communications Cons...
• Raleigh-based full service communications &
fundraising agency that works exclusively with
nonprofits
• Over 10 years of...
Your
Nonprofit
Media
Relations
Social
Media
Comm
Strategy
Graphic
Design
Advertising
Website
Videos
Online
Fundraising
Intimidated? Call us!
Where Are We Going Today?
Tools that
Work!
What is
Reasonable?
How Do I
Get Started?
Why
Measure?
Why Measure?
Value your
time
Report
impact to
foundations
& donors
Improve
your efforts
Permission
to STOP
How Do I Get Started?
Communications
Plan
•What is important
to you?
•Baselines
•Content strategy
Reporting
Tool
•Spreadsh...
What is Reasonable to Expect?
Depends on YOUR community
5% organic/10% paid “Like” growth
5% follower growth
2-3% views gr...
Tools Make
Us Human
http://www.flickr.com/photos/bre/552152780/sizes/l/
Your Tool: Facebook Analytics
Basic
• Fan Growth
• Most Popular
Posts
• Wins
Advanced
• Unlikes/Hides
• Content Types
• De...
Overview
Snapshot of your usage and interaction
Rockstar Tip: Last 7 days + 7 days
Your page Like activity
Rockstar Tip: See in the past quarter
Compares organic vs paid likes + tracks unlikes
Rockstar Tip: Pay attention to Unlikes
Find out what is triggering your page Likes
How many people saw your post
Rockstar Tip: Pay attention to spikes and repeat
Comparing Frequency
How people interacted with your content
Rockstar Tip: Pay attention to spikes and repeat
Track what is killing your fan base
Rockstar Tip: Watch your Hide Post rate!!!
Track eyeballs over time
Actual traffic to your Facebook page
Rockstar Tip: Not terribly important
Viral reach of your content
Rockstar Tip: Mentions are key
Track referring traffic over time
Reach = Eyeballs Post Clicks = Photo opens, link clicks, etc.
Likes, Comments & Shares = Engagement
Rockstar Tip: SORT!
NEW & COOL – Find the best times to post per day!
Rockstar Tip: Click on the days to
find different patterns
Content measurement
Rockstar Tip: Not clear on timeframe???
Who are your fans – gender, age and location – total population
Rockstar Tip: Target messages to brackets
People who saw at least 1 of your posts in the past 28 days
Rockstar Tip: Track over time if you want to target
Superfans – people who engaged with your content in the past
28 days
Rockstar Tip: Cater to these brackets
Your Tools:
Twitter Backend -
HootSuite -- $5.99 a month/$71.88 a year OR $1,800 a year for Enterprise
Twitonomy -- $20 a ...
Ow.ly Click Summary – Summary
See when content activated
a click through
Ow.ly Click Summary – Region & Referrers
See where your users are at
and what online platform they are using
Ow.ly Click Summary – Content
Which were your most clicked on links
Twitonomy – Content by Mentions
Helps you track which content resonated
Twitonomy – Most Active Users
Identify Super Fans
Rockstar Tip: Get these people
to an offline event
Twitonomy – Top Retweets
Indicates reach and resonance of copy
Rockstar Tip: Thanks your top
retweeters every month!
More Tools!
Tweetreach - http://tweetreach.com/ - FREE
Twitalyzer - http://twitalyzer.com/ - PAID
Crowdbooster - https://c...
Your Tool: YouTube Analytics
Basic
• Views
• Likes
• Comments
Advanced
• Minutes
Watched
• Subscriber
Growth
How do I find my analytics?
Performance & Engagement
Track views, subscribers, likes & comments
Rockstar Tip: Change the dates
Top Content
Track views on videos
Rockstar Tip: Watch average minutes watched
Demographics & Traffic
Tracks viewer locations and traffic sources
Your Tools:
Pinterest Analytics
PinPuff
Basic
• Followers
• Repins
• Wins
Advanced
• Traffic to
website
• Likes
• Comments...
Influence Ratings
Interesting to track how well
your content is being spread
Rockstar Tip: You want your rating to be 40-7...
Other Tools
Pin League - http://pinleague.com/ - PAID
Your Tool:
Statigram
Basic
• Followers
• Likes
• Comments
• Wins
Advanced
• Activity
around a
hashtag
• Content
Likes
The number of people liking your content
Comments
Number of people interacting with your content
Rolling Monthly Engagement
Compares Likes and Comments month by month
Most Engaged Followers
Who has liked your content the most
Rockstar Tip: Befriend these people IRL
Cool Bonus
parting
thoughts
http://fc05.deviantart.net/fs11/i/2006/241/d/e/swallow_tattoo_idea_by_meowle.jpg
Social Media is a
Conversation
Nerd Out & Experiment
http://www.flickr.com/photos/marsdd/2986989396/sizes/o/
Say Bye-Bye
http://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/
Passion is
Infectious
http://www.flickr.com/photos/krystalt/5248185017/sizes/l/
Biz Card + Internet Magic = Presentation
bcdcideas.com
dawnacrawford@gmail.com
720-231-1930
@SocMediaRckStr
Is this thing on...Social Media Measurement - AFP NC Philanthropy Conference
Is this thing on...Social Media Measurement - AFP NC Philanthropy Conference
Is this thing on...Social Media Measurement - AFP NC Philanthropy Conference
Is this thing on...Social Media Measurement - AFP NC Philanthropy Conference
Is this thing on...Social Media Measurement - AFP NC Philanthropy Conference
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Is this thing on...Social Media Measurement - AFP NC Philanthropy Conference

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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 non
profit? 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 - AFP NC Philanthropy Conference

    1. 1. Is This Thing On? How to Measure Your Social Media Efforts Presented by Dawn A Crawford Social Media & Communications Consultant @SocMediaRckStr
    2. 2. • Raleigh-based full service communications & fundraising agency that works exclusively with nonprofits • Over 10 years of dedicated nonprofit experience paired with 7+ years of corporate advertising experience • Bring us your problem and we’ll solve it 2 Some of our Awesome Clients:
    3. 3. Your Nonprofit Media Relations Social Media Comm Strategy Graphic Design Advertising Website Videos Online Fundraising
    4. 4. Intimidated? Call us!
    5. 5. Where Are We Going Today? Tools that Work! What is Reasonable? How Do I Get Started? Why Measure?
    6. 6. Why Measure? Value your time Report impact to foundations & donors Improve your efforts Permission to STOP
    7. 7. How Do I Get Started? Communications Plan •What is important to you? •Baselines •Content strategy Reporting Tool •Spreadsheet or Google Docs •Analysis report Repeat •Do it the same time very month! •6 month & 12 month reviews
    8. 8. What is Reasonable to Expect? Depends on YOUR community 5% organic/10% paid “Like” growth 5% follower growth 2-3% views growth 5% follower growth
    9. 9. Tools Make Us Human http://www.flickr.com/photos/bre/552152780/sizes/l/
    10. 10. Your Tool: Facebook Analytics Basic • Fan Growth • Most Popular Posts • Wins Advanced • Unlikes/Hides • Content Types • Demographics • Challenges
    11. 11. Overview Snapshot of your usage and interaction Rockstar Tip: Last 7 days + 7 days
    12. 12. Your page Like activity Rockstar Tip: See in the past quarter
    13. 13. Compares organic vs paid likes + tracks unlikes Rockstar Tip: Pay attention to Unlikes
    14. 14. Find out what is triggering your page Likes
    15. 15. How many people saw your post Rockstar Tip: Pay attention to spikes and repeat
    16. 16. Comparing Frequency How people interacted with your content Rockstar Tip: Pay attention to spikes and repeat
    17. 17. Track what is killing your fan base Rockstar Tip: Watch your Hide Post rate!!!
    18. 18. Track eyeballs over time
    19. 19. Actual traffic to your Facebook page Rockstar Tip: Not terribly important
    20. 20. Viral reach of your content Rockstar Tip: Mentions are key
    21. 21. Track referring traffic over time
    22. 22. Reach = Eyeballs Post Clicks = Photo opens, link clicks, etc. Likes, Comments & Shares = Engagement Rockstar Tip: SORT!
    23. 23. NEW & COOL – Find the best times to post per day! Rockstar Tip: Click on the days to find different patterns
    24. 24. Content measurement Rockstar Tip: Not clear on timeframe???
    25. 25. Who are your fans – gender, age and location – total population Rockstar Tip: Target messages to brackets
    26. 26. People who saw at least 1 of your posts in the past 28 days Rockstar Tip: Track over time if you want to target
    27. 27. Superfans – people who engaged with your content in the past 28 days Rockstar Tip: Cater to these brackets
    28. 28. Your Tools: Twitter Backend - HootSuite -- $5.99 a month/$71.88 a year OR $1,800 a year for Enterprise Twitonomy -- $20 a month/$240 a year Basic • Follower Growth • Clicks • Retweet Counts • Wins Advanced • Superfans • Locations • Challenges
    29. 29. Ow.ly Click Summary – Summary See when content activated a click through
    30. 30. Ow.ly Click Summary – Region & Referrers See where your users are at and what online platform they are using
    31. 31. Ow.ly Click Summary – Content Which were your most clicked on links
    32. 32. Twitonomy – Content by Mentions Helps you track which content resonated
    33. 33. Twitonomy – Most Active Users Identify Super Fans Rockstar Tip: Get these people to an offline event
    34. 34. Twitonomy – Top Retweets Indicates reach and resonance of copy Rockstar Tip: Thanks your top retweeters every month!
    35. 35. More Tools! Tweetreach - http://tweetreach.com/ - FREE Twitalyzer - http://twitalyzer.com/ - PAID Crowdbooster - https://crowdbooster.com/ - PAID SproutSocial - http://sproutsocial.com/ - PAID
    36. 36. Your Tool: YouTube Analytics Basic • Views • Likes • Comments Advanced • Minutes Watched • Subscriber Growth
    37. 37. How do I find my analytics?
    38. 38. Performance & Engagement Track views, subscribers, likes & comments Rockstar Tip: Change the dates
    39. 39. Top Content Track views on videos Rockstar Tip: Watch average minutes watched
    40. 40. Demographics & Traffic Tracks viewer locations and traffic sources
    41. 41. Your Tools: Pinterest Analytics PinPuff Basic • Followers • Repins • Wins Advanced • Traffic to website • Likes • Comments • Challenges
    42. 42. Influence Ratings Interesting to track how well your content is being spread Rockstar Tip: You want your rating to be 40-70 or 70+
    43. 43. Other Tools Pin League - http://pinleague.com/ - PAID
    44. 44. Your Tool: Statigram Basic • Followers • Likes • Comments • Wins Advanced • Activity around a hashtag • Content
    45. 45. Likes The number of people liking your content
    46. 46. Comments Number of people interacting with your content
    47. 47. Rolling Monthly Engagement Compares Likes and Comments month by month
    48. 48. Most Engaged Followers Who has liked your content the most Rockstar Tip: Befriend these people IRL
    49. 49. Cool Bonus
    50. 50. parting thoughts http://fc05.deviantart.net/fs11/i/2006/241/d/e/swallow_tattoo_idea_by_meowle.jpg
    51. 51. Social Media is a Conversation
    52. 52. Nerd Out & Experiment http://www.flickr.com/photos/marsdd/2986989396/sizes/o/
    53. 53. Say Bye-Bye http://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/
    54. 54. Passion is Infectious http://www.flickr.com/photos/krystalt/5248185017/sizes/l/
    55. 55. Biz Card + Internet Magic = Presentation bcdcideas.com dawnacrawford@gmail.com 720-231-1930 @SocMediaRckStr

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