GFAR webinar on "Measuring social media performance"

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These is the slide deck of presentations used during the webinar "Innovative Annual Reports" This webinar was co-organised by GFAR and CGIAR. It was introduced in this blogpost: https://blog.gfar.net/2016/01/18/flash-two-more-gfar-social-media-webinars/

Government & Nonprofit

Webinar
“Measuring social media performance”
Organized by GFAR
Supported by CGIAR Consortium Shared Services
Peter Casier – GFAR Social Media Coordinator
p.casier@cgiar.org

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Social/Online Media Strategy
1. WHY: Define your objectives
2. HOW: Define your approach
3. WHAT: Define your work plan
4. MEASURE

Part 1: WHY - Define your objectives
• What is the purpose?
• Who do you want to reach? And why?
• Make a matrix: Who to reach / What do you want them to
do?

Example of target audiences/messages
(agricultural research organisation)
1. Implementers
2. Researchers
3. Youth
4. Policy advisers
5. Development investors
6. Private sector
7. Internal
8. Media

Example of target audiences/messages
(university)
1. Other universities
2. Academici
3. Potential students
4. Current students
5. Alumni
6. Private donors
7. Private sector
8. Media

Social/Online Media Strategy
1. WHY: Define your objectives
2. HOW: Define your approach

Part 2: HOW?
• What tools will you use for each target audience?
• Is there a “social media flow”?

Examples of “HOW”?
(Research Organisation)
• Target audience: researchers, implementers and policy
advisors
• Goal: “Read and implement our research”
• Our research paper/report/data is stored on our website
• For each, we create several blogs
• Twitter/LinkedIn discussion groups -> Blogs

Examples of “HOW”?
(Relief organisation)
• Target audience: generic public
• Goal: “awareness and donations”
• Online donations via our web page
• Create short videos
• Twitter/Facebook/Instagram -> videos, to the page

Examples of “HOW”?
(Consortium)
• Target audience: partners
• Goal: “create a sense of community”
• Online discussion platform
• Open up your blog – combine with Facebook/LinkedIn

Social/Online Media Strategy
1. WHY: Define your objectives
2. HOW: Define your approach
3. WHAT: Define your work plan

Part 3: WHAT?
• Match it with your existing staffing resources
• Volunteers?
• What might you automate?
• When will you do this? Campaigns?

Examples of “WHAT”?
(CGIAR Consortium)
• Incoming blogposts by consortium members but social
media channels had limited following
• Available social media resources: 1 day/month
• Fully automated LinkedIn/Facebook/Twitter publishing
• Fully concentrated on “interactions” on blog, Twitter, LI,
FB…

Examples of “WHAT”?
(GFAR)
• Part-time editor
• Part-time publisher (new)
• Part-time community moderator/trainer
• Concentrated on community building and blogs
• As preparation for #GCARD3

Part 4: MEASURE!
• Define your KPIs on forehand
• Measure the RIGHT things
• Measure relative figures: PROGRESS!
• Measure WITHIN the tool, but also in the CHAIN

MEASURE example:
GFAR
• Simple Google Sheet
• Monthly stats (absolute and difference w/previous month)
• For each of the tools
• …and their interaction

MEASURE EXAMPLE
GFAR Facebook
• Total Page Likes
• Monthly Post Views (Daily Total Reach)
• Monthly interaction (PTAT)
• Example of “false figures”

MEASURE example
GFAR Twitter
• Twitter Followers
• Twitter interactions (RT, Mentions, Favorites, Clicks)
• Total time line deliveries (impressions)

MEASURE example
GFAR blog
• Monthly Pageviews
• Monthly Unique Visitors
• Pages viewed/visit
• Incoming search traffic
• # Posts and # comments
• Subscribers

MEASURE example
GFAR website
• Monthly Pageviews
• Monthly Unique Visitors
• Pages viewed/visit
Time/visit
• Incoming search traffic
• RSS subscribers

MEASURE example:
The Flow
• Incoming social traffic to the blog
• Incoming social traffic to website

MEASURE example:
The Community
• # People in the community
• # interactions (discussion posts)
- # content pieces contributed

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GFAR webinar on "Measuring social media performance"

1. Webinar “Measuring social media performance” Organized by GFAR Supported by CGIAR Consortium Shared Services Peter Casier – GFAR Social Media Coordinator p.casier@cgiar.org

2. How fast should my car drive? Well, it depends: What you want this car to do?

3. Social/Online Media Strategy 1. WHY: Define your objectives 2. HOW: Define your approach 3. WHAT: Define your work plan 4. MEASURE

4. Part 1: WHY - Define your objectives • What is the purpose? • Who do you want to reach? And why? • Make a matrix: Who to reach / What do you want them to do?

5. Example of target audiences/messages (agricultural research organisation) 1. Implementers 2. Researchers 3. Youth 4. Policy advisers 5. Development investors 6. Private sector 7. Internal 8. Media

6. Example of target audiences/messages (university) 1. Other universities 2. Academici 3. Potential students 4. Current students 5. Alumni 6. Private donors 7. Private sector 8. Media

7. Question/Remarks so far?

8. Social/Online Media Strategy 1. WHY: Define your objectives 2. HOW: Define your approach

9. Part 2: HOW? • What tools will you use for each target audience? • Is there a “social media flow”?

10. Examples of “HOW”? (Research Organisation) • Target audience: researchers, implementers and policy advisors • Goal: “Read and implement our research” • Our research paper/report/data is stored on our website • For each, we create several blogs • Twitter/LinkedIn discussion groups -> Blogs

11. Examples of “HOW”? (Relief organisation) • Target audience: generic public • Goal: “awareness and donations” • Online donations via our web page • Create short videos • Twitter/Facebook/Instagram -> videos, to the page

12. Examples of “HOW”? (Consortium) • Target audience: partners • Goal: “create a sense of community” • Online discussion platform • Open up your blog – combine with Facebook/LinkedIn

13. Question/Remarks so far?

14. Social/Online Media Strategy 1. WHY: Define your objectives 2. HOW: Define your approach 3. WHAT: Define your work plan

15. Part 3: WHAT? • Match it with your existing staffing resources • Volunteers? • What might you automate? • When will you do this? Campaigns?

16. Examples of “WHAT”? (CGIAR Consortium) • Incoming blogposts by consortium members but social media channels had limited following • Available social media resources: 1 day/month • Fully automated LinkedIn/Facebook/Twitter publishing • Fully concentrated on “interactions” on blog, Twitter, LI, FB…

17. Examples of “WHAT”? (GFAR) • Part-time editor • Part-time publisher (new) • Part-time community moderator/trainer • Concentrated on community building and blogs • As preparation for #GCARD3

18. Question/Remarks so far?

19. Social/Online Media Strategy 1. WHY: Define your objectives 2. HOW: Define your approach 3. WHAT: Define your work plan 4. MEASURE

20. Part 4: MEASURE! • Define your KPIs on forehand • Measure the RIGHT things • Measure relative figures: PROGRESS! • Measure WITHIN the tool, but also in the CHAIN

21. MEASURE example: GFAR • Simple Google Sheet • Monthly stats (absolute and difference w/previous month) • For each of the tools • …and their interaction

22. What does this look like?

23. MEASURE EXAMPLE GFAR Facebook • Total Page Likes • Monthly Post Views (Daily Total Reach) • Monthly interaction (PTAT) • Example of “false figures”

24. What does this look like?

25. MEASURE example GFAR Twitter • Twitter Followers • Twitter interactions (RT, Mentions, Favorites, Clicks) • Total time line deliveries (impressions)

26. What does this look like?

27. MEASURE example GFAR blog • Monthly Pageviews • Monthly Unique Visitors • Pages viewed/visit • Incoming search traffic • # Posts and # comments • Subscribers

28. What does this look like?

29. MEASURE example GFAR website • Monthly Pageviews • Monthly Unique Visitors • Pages viewed/visit Time/visit • Incoming search traffic • RSS subscribers

30. What does this look like?

31. MEASURE example: The Flow • Incoming social traffic to the blog • Incoming social traffic to website

32. What does this look like?

33. MEASURE example: The Community • # People in the community • # interactions (discussion posts) - # content pieces contributed

34. Question/Remarks

GFAR webinar on "Measuring social media performance"

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GFAR webinar on "Measuring social media performance"