Social Media Metrics ft. Daft Punk


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Slide deck for a Web Manager University Webinar delivered 12/07/2011. Go to to see more courses.

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  • DC Data Catalog : 428 Data Sets Maryland Recovery: Austin, TX Recovery: Other City Recovery: Miami 311 On-Line: (better than scrolling 4,500 requests) Virtual Charlotte (311): . . . iPHone tracker of citizen requests Lubbock Open Checkbook: Crime Reports: Everyblock News: Neighbors: (Boston) See-Click-Fix: Plano, TX:
  • Dialogue occurs along a continuum Synchronous – Asynchronous Mediated – Unmediated Blogs Traditional public hearings Google mapping of data Town hall IBM Jam NYC Budget Scenerios: Galveston: Tourism: seawall, 1894 Opera House, roller coaster Urbana, IL: Portland, OR :
  • Private Sector example: Intuit – Tax advice from users, created a community Library of Congress: allow users to help tag, index new materials – supplements experts, speeds cataloging, moves content to user communities helps Census locate addresses, houses. Creates customized maps of communities (park benches, water fountains, historical markers, etc.) Interactive map to better understand crime in the city.. . Maps, crime reports, RSS or email feeds. Different kinds of communities: -- transaction-based (e.g., Amazon) -- interest-based (e.g., BioMedNet) -- relationship-based (e.g., neighbors-for-neighbors). . . Life experiences
  • Montreal – Idea competitions for ideal taxi stand:,40491560&_dad=portal&_schema=PORTAL Apps for Democracy: VA DMV Wait Times: BlockShopper: St. Louis: How-To’s: Wiki or YouTube: . .. Get a business license, register for school, pay a ticket, pull a permit. . . ..
  • Open Government Directive FINDINGS FROM WEB 2.0 STUDY: Rise of User-Generated Content . . . . Government needs to meet citizens where they are – government needs to reach out, not expect people to come to their websites (e.g., CDC in Whyville for flu) Citizens are willing to interact with government agencies online. The role of 3 rd party intermediaries will increase. Government provides data, intermediaries will customize, reconfigure, distribute. Government will need to rethink content and service design. More granular, so intermediaries can tailor. Government will have to find ways to embed authority. Citizens trust government with private data, but not for service efficiency. Access, privacy, quality, security.
  • Social Media Metrics ft. Daft Punk

    1. 1. December, 2011 Measuring and More: How to find—and act on— the correct metrics (Ft. Daft Punk) Gadi Ben-Yehuda, Social Media Director IBM Center for the Business of Government [email_address] 202.551.9338
    2. 2. Agenda <ul><li>Introductions </li></ul><ul><li>Important Metrics </li></ul><ul><ul><li>Followers/Friends </li></ul></ul><ul><ul><ul><li>Raw Number </li></ul></ul></ul><ul><ul><ul><li>Relevant/Influential followers </li></ul></ul></ul><ul><ul><li>Retweets and Mentions (Twitter) </li></ul></ul><ul><ul><li>Discussion/Engagement (Facebook) </li></ul></ul><ul><ul><li>Shared Links </li></ul></ul><ul><ul><li>Site Traffic </li></ul></ul><ul><ul><li>Comments (Blogs) </li></ul></ul><ul><ul><li>Inward Information Flow </li></ul></ul><ul><li>Next steps </li></ul>
    3. 3. What Does the IBM Center Do? Thought leadership by top minds in academe aligned with the Obama Administration’s key management themes Semi-annual magazine sent to federal senior executives Website with blogs on The Business of Government, Cost Take Out and Making Healthcare Reform work Weekly radio show with government executives The IBM Center helps build public sector relationships by focusing on the people in government. The IBM Center helps public sector executives improve the effectiveness of government with practical ideas and original thinking
    4. 4. Understanding Klout Scores Influence : your ability to drive action. Use Klout for your annual review; try to ignore it for the rest of the year.
    5. 5. Polling Question <ul><li>With regards to Social Media Metrics: </li></ul><ul><li>My agency knows what numbers matter, and how to find and report them </li></ul><ul><li>My Agency knows what numbers matter, but not how to find them or report them. </li></ul><ul><li>My agency knows that some numbers matter, but still needs to determine what numbers. </li></ul><ul><li>My agency still needs to determine that numbers matter. </li></ul>
    6. 6. Important Metrics <ul><ul><li>Followers/Friends </li></ul></ul><ul><ul><ul><li>Raw Number </li></ul></ul></ul><ul><ul><ul><li>Relevant/Influential </li></ul></ul></ul><ul><ul><li>Retweets and Mentions (Twitter) </li></ul></ul><ul><ul><li>Discussion/Engagement (Facebook) </li></ul></ul><ul><ul><li>Shared Links </li></ul></ul><ul><ul><li>Site Traffic </li></ul></ul><ul><ul><li>Comments (Blogs) </li></ul></ul><ul><ul><li>Inward Information Flow </li></ul></ul>
    7. 7. Followers and Friends Followers and friends are easy count, and tell you about interest, but little about actual engagement.
    8. 8. Retweets, Mentions Retweets are one of the easiest kinds of engagement, and put a little bit of the author’s credibility at stake. The Facebook “Share” represents deeper engagement.
    9. 9. Discussion/Engagement Not all discussion represents true engagement with its topic, as this thread from DoJ shows. Not even all discussion represents engagement with topics covered by your agency, as spam still proliferates. Having a clear comment policy is essential, so that you can clean your Facebook feed of irrelevant and derogatory comments without being accused of censorship.
    10. 10. Polling Question <ul><li>My agency: </li></ul><ul><li>Has a well-publicized policy statement about how employees can use social media and how citizens can comment on our social media pages. </li></ul><ul><li>Has a policy statement about how employees can use social media, but not how citizens can comment on our social media pages. </li></ul><ul><li>Is still developing a policy on how employees can use social media and on how citizens can comment on our social media pages. </li></ul>
    11. 11. Site Traffic If you are using social media to help people find your content, check and see which media are the most successful.
    12. 12. Comments Comments—especially when they are directly related to the content you posted—are a sign of deep engagement.
    13. 13. Polling Question <ul><li>Inward Information Flow (also called “Listening”): </li></ul><ul><li>I find useful information on both Facebook posts and Twitter feeds that I wouldn’t find otherwise </li></ul><ul><li>I find useful information on Facebook, but not Twitter </li></ul><ul><li>I find useful information on Twitter, but not Facebook </li></ul><ul><li>I don’t find useful information through either Facebook or Twitter </li></ul>
    14. 14. Inward Information Flow
    15. 15. Next Steps: More (and More Relevant) Followers, Friends <ul><ul><li>Include social media info in email, presentations, videos, blogs, etc. </li></ul></ul><ul><ul><li>Include social media info in traditional media—business cards, speeches </li></ul></ul><ul><ul><li>Mention, retweet, and link to people relevant to your conversations </li></ul></ul><ul><ul><li>Reach out through other media—like the telephone! </li></ul></ul><ul><ul><li>Tweet like Daft Punk: </li></ul></ul><ul><ul><ul><li>Harder </li></ul></ul></ul><ul><ul><ul><li>Better </li></ul></ul></ul><ul><ul><ul><li>Faster </li></ul></ul></ul><ul><ul><ul><li>Stronger </li></ul></ul></ul>
    16. 16. Next Steps: Increase Retweets and Mentions <ul><li>Engage in the conversation: retweet and mention others. </li></ul><ul><li>Ask for retweets </li></ul><ul><li>Recognize those who retweet and mention you </li></ul><ul><li>Encourage retweets and mentions through contests, prizes, give-aways </li></ul><ul><li>Tweet like Daft Punk </li></ul>
    17. 17. Next Steps: Boost shared links <ul><ul><li>Contextualize the link accurately </li></ul></ul><ul><ul><li>Ask others to share the link </li></ul></ul><ul><ul><li>Recontextualize and reshare! </li></ul></ul><ul><ul><li>Tweet high-value links </li></ul></ul>
    18. 18. Next Steps: Encourage Facebook Discussion, Shares <ul><li>Use a thumbnail image for blog posts </li></ul><ul><li>Write a brief, comprehensive opening sentence </li></ul><ul><li>Give each post “breathing room;” space out posts during the day </li></ul><ul><li>Moderate comments and participate in the thread (as appropriate and in accordance with your own guidelines) </li></ul>
    19. 19. Next Steps: Enhance site traffic <ul><li>Set benchmarks </li></ul><ul><li>See what stories work best on which media </li></ul><ul><li>Post timely, high-value content </li></ul><ul><li>Engage your audience </li></ul><ul><li>Meet audience expectations </li></ul>
    20. 20. Next Steps: Blogging that Encourages Comments <ul><li>Develop and post a clearly-written comments policy </li></ul><ul><li>Put the audience first; write to their interests </li></ul><ul><li>Leave posts open-ended, invite people to comment </li></ul><ul><li>Publicize your blog on other social media and ask for comments </li></ul>
    21. 21. Next Steps: Increase value of inward information flow <ul><li>Apply filters </li></ul><ul><li>Favorite items </li></ul><ul><li>Monitor your own information flow </li></ul><ul><li>Know your internal audience </li></ul>
    22. 22. End Game: A more valuable social media practice that increases citizen participation, trust http:// =K2cYWfq--Nw [G]overnment transparency is associated with residents’ personal feelings of empowerment: Those who think their government shares information well are more likely to say that average citizens can have an impact on government. - Pew Internet Research
    23. 23. Questions? <ul><ul><li>Gadi Ben-Yehuda </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Twitter: @GBYehuda </li></ul></ul><ul><ul><li>G+: </li></ul></ul>