Social Media Measurement (from MyCharityConnects)

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Description for the talk I gave:

You’ve got a Facebook page, a Twitter account and a blog on your website. Great, but what are these emerging communication channels really doing for your organization? Are they enabling you to increase your email list size, recruit volunteers or acquire new donors? How are you measuring the value of your social media activity. Taking lessons from web-centric campaigns like Save the Great Bear, TckTckTck and TheBigWild.org, this session will provide practical solutions to the thorny problem of measuring results on the social web.

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  • Social Media Measurement (from MyCharityConnects)

    1. 1. Measuring Social Media Success
    2. 2. Introduction @dbarefoot #ncwk
    3. 3. Questions for you
    4. 4. Ten rules
    5. 5. Set quantifiable objectives
    6. 6. If it doesn’t have a needle, it doesn’t count
    7. 7. Beware of creatively- named metrics
    8. 8. Measure everything
    9. 9. All visitors are not equal
    10. 10. Automate
    11. 11. Be clinical
    12. 12. Iterate rapidly
    13. 13. Fail fast
    14. 14. Your cat doesn’t care if you bury it
    15. 15. People Objectives Strategy Technology
    16. 16. Identify business objective Find online indicators of success Measure performance of indicators
    17. 17. Business Objectives • Donations • Service delivery • Outreach • Volunteer roster • Public profile • Board members • What else?
    18. 18. What are the indicators? • Donations - online donations • Service delivery - online questions and request • Outreach - conversion rates • Volunteer roster - online requests • Public profile - online mentions or incoming links • Board members - online inquiries
    19. 19. Donations Dollars raised or number of donors through social media channels Track through analytics and donation tools
    20. 20. Volunteer inquiries Number of inquiries per month through social media channels and/or ‘conversion rate’ Manually count the number of requests to volunteer
    21. 21. Outreach Petition signatures that originate in social media channels Track through analytics
    22. 22. Questions for each other
    23. 23. Our Tools
    24. 24. Google Analytics + Scout Labs + NetVibes
    25. 25. Demonstrate support for protecting wild spaces Petition signatures Goal tracking in Google Analytics
    26. 26. Conversion Rates 30.0 22.09 22.5 15.0 7.5 4.45 5.54 3.52 2.53 0.00 0 n gle r k s PC og e oo po itt oo C Bl eU eb Tw k G c oo bl Fa um eb St c Fa
    27. 27. Online Mentions
    28. 28. Questions for me?
    29. 29. darren@capulet.com @dbarefoot Photos courtesy of the Library of Congress

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