Benchmarking Social MediaLSM Webinar # 2: June 10, 2011 @devonvsmith
Agenda30 minutes: Social Media Metrics Framework •what are metrics? •why bother? •how do we decide which one? •how to use them to make decisions? •how much time to spend? •how to report them?30 minutes: Social Media Tools •12 goals tied to 12 metrics •15 tools to monitor, measure & analyzeyou decided this, based on last week’s survey
why are we chatting today?5. Summarize what you learned about your audience from thesocial media audit, secondary or primary research, and listeningtechniques. What is your plan for ongoing monitoring andscanning during implementation?8. Describe your metrics for success. What speciﬁc data pointswill you collect and how you will collect and analyze thisinformation? How will you use it to document ROI?
Social Media Metrics Framework1. Why do you care about monitoring & measuring?2. What are your goals for using social media?3. How can you efﬁciently measure your progress?4. What is the value to your org of accomplishing those goals?5. What are alternative ways you could accomplish those goals without social media?
Why do you care about monitoring & measuring?Because you want to: • Prove the value of social to your boss, board, other departments • Motivate staff members in charge of doing social media • Decide whether or not to continue investing time & resources into that particular social media platform • Optimize your effort by knowing what works best • Respond to feedback in real time • Learn what others are saying about youAnswering this will help you decide: • Which possible metrics will be the most useful • How much time you should spend • Who to share metrics report with
Part 1: Brainstorming goal Increase the value of TBA to its members frequency of conversa8ons, breadth of conversa8on partners, depth of conversa8ons, cons8tuents descrip,on of metric ac8ons (or lack of) that directly demonstrate they value TBA # of “valuable” Facebook posts (on others pages or about others), # of “valuable” tweets (in reply to others or about others), # of TBA staﬀ using social media professionally, average # of interac8ons metric (in your control) per cons8tuent, # of blog posts, # of comments by TBA on others’ blogs, # of “valuable content” available on your website metric (out of your # of TBA links bookmarked on delicious; % of cons8tuents using social media that engaged with control) TBA this year, unsubscribe rate of e-‐newsleJer, cons8tuents percep8on of TBA’s value which one do you think is the best?
Part 2: Deciding # of “valuable content” TBA unsubscribe rate of e-‐newsleJer cons8tuent percep8on of TBA’s best metric(s) posts online value Post 10 new pieces of content Unsubscribe rate below 1% 10% increase in average “value target metric each week ra8ng” from TBA cons8tuents Manually track # of content Email management tool (constant tool to measure uploads contact or whatever) Pre & post cons8tuent survey frequency of Weekly ASer every e-‐newsleJer sent Test 2x measurement PS: I’m just making this stuff up as an example
What would it mean to your organization if you met your target metric? Post 10 new pieces of content Unsubscribe rate below 1% 10% increase in average “value target metric each week ra8ng” from TBA cons8tuents result Less turnover y2y, increased # of cons8tuent applica8ons next year, lower marke8ng costsIn this model, it would be important to ask unsubscribers if they found TBA’suse of social media “valuable;” & ask survey respondents what in particularthey found valuable about TBA (frequency of posting? content of posting?starting conversations? responding to conversations?)
As you ponder ROI, ask yourself...How else could you arrive at this result other than through social media?Is social media the most effective alternative?Does social media have some long term value beyond its efﬁcacy?result Less turnover y2y, increased # of cons8tuent applica8ons next year, lower marke8ng costs
Primary Survey Data Raw Data Data & Analysis Analysis OnlyDon’t forget the importance of keywords:•variations of spellings•acronyms•titles of your productions
How much )me can you spend? Monitor Measure Analyze & Report Total 10 min. Daily scan Google alerts & social 10 min. men2on. engage as necessary to men2ons 30 min. Weekly Pick 3 metrics; measure 1.5 hrs & save results 2 hrs. Monthly Summarize measurement 8 hrs. ﬁndings, decide what to change, report It’s diﬀerent for everyone, in every situa<on 12
Web Reporting v Web Analysis Yes it has pretty pictures, but what do I do?image via Avinash Kaushik
Web Reporting v Web Analysis Speciﬁc problem you’re trying to address Explain the Big picture data in wordstrend over time ROI Tell me what to do now that I know thisimage via Avinash Kaushik
Increase local Facebook followers in San Francisco and Oakland by 50% by January 1, 2012Suggestion: how does this % compare to your website’s visitors?
Activate artist networks on Facebook and Twitter who will pass on opportunities Search encourage artists to use “tagging” feature in facebook posts use public search to ﬁnd thosetalking about you off of your Page
Diversify [social media] audience;build relationships reflective of a wide range of constituent types Create private lists to keep track of constituent types
Increase our month to month Post Feedback on Facebook by 25% on average.Impressions depend on post date, time, and type (photo, video, link, text,etc), # of current fans, previous level of post feedback. So look for outliers, andsee if any of those factors could be contributors.Feedback depends on quality of your content. Much harder to ﬁgure out“why” a post is engaging. So make a hypothesis (“fans like hearing about whatwe’re doing in the ofﬁce”) and test it.You can also ask your fans what theywant to hear from you about.
Increase Call-for-entries applications by 30% through social media channels. Sept/Oct 2011Suggestion: consider a special website landing page for social media links
[Increase] live tweeting during Auditions, at Festival intermission any public Facebook or Twitter account search termdate rangereport type
Create and monitor adwords campaign to direct inquiries to the web page Lowest average CPC, while maximizing # Clicks Test several ads at once, use CTR as success metric Let Google help youSuggestion: link AdWords to Google Analytics to see how SEM trafﬁc differs from average user
Leverage social media channels as a conduit for receiving critical feedback and media assets
Increase online and print media mentions by %X by June 30, 2012.Beware that neither Social Mention or Google Alerts will capture every mention.
Increase website traffic by 25% by adding social media content starting posting by 11.1.2012Suggestion: use Advanced Segments to combine sources,also consider looking at how the behavior of this trafﬁcsource differs from the average user
By December 2011 we will have a cross-functional team of 5 members producing at least 2 pieces of content per month for our social media channels. examples at bit.ly/TwitScrape You copy & paste into Excel =importxml(A2,"//span[@id=update_count]") or ‘following_count’ or ‘follower_count’You type or ‘lists_count’ this Google docs ﬁnds this data via these formulas (updated in real time)
Employ listening and outreach techniques to engage influential bloggers and journalists and track online conversations about the Festival Go to a blog you On Twitter, add them to atrust, see who they private list of “bloggers”recommend reading On that blog, ﬁnd (and start tweeting!) social media contact info also use