JustGiving monitoring case study

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An in-depth case study covering how we started out monitoring from not measuring anything, to using a variety of tools to track and measure our activity and our users’ activities. We’ll share how we chose the tools we use, how we use them, and how we report on them to connect social media metrics to business goals. Also, we'll share what we've learnt and what we could've done better.

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JustGiving monitoring case study

  1. 1. JustGiving monitoring case study - from evaluation to implementation<br />Jonathan Waddingham<br />Product Manager<br />JustGiving<br />December 1st 2010<br />
  2. 2. About JustGiving...<br />11m+ <br />have helped <br />over 8000 charities<br />over£650m<br />raised<br />
  3. 3. <ul><li>Product Manager at JustGiving
  4. 4. Managed JustGiving’s social media strategies
  5. 5. Set up listening and measurement tools
  6. 6. Focus on integrating website with social media
  7. 7. API development</li></ul>About me...<br />
  8. 8. What I’m going to talk about<br />Context around social media use & JustGiving<br />How we measure our impact<br />What we’ve learnt<br />
  9. 9. Some context<br />Social media is important to us (no really)<br />Our users are actively using social media and our site together<br />We have blogged for years as one of our primary comms tool<br />We had presences on Twitter, Facebook (and lots of other places too)<br />
  10. 10. 2.5%<br />Twitter<br />59%<br />Facebook<br />3%<br />JustGiving.co.uk<br />JustGiving referral traffic in last month<br />
  11. 11. Goal - social media at heart of business<br />
  12. 12. What we were already doing<br />
  13. 13. http://www.flickr.com/photos/stacya/3436705609<br />
  14. 14. Facebook insights<br />http://www.facebook.com/insights<br />
  15. 15. Facebook insights<br />http://www.facebook.com/insights<br />
  16. 16. Using bit.ly andTwitter<br />http://bit.ly/info/SMguide<br />
  17. 17. The occasional tweetreach<br />http://tweetreach.com<br />
  18. 18. And that gave us...<br />A rough idea of what worked/didn’t work<br />No tracking over time<br />
  19. 19. Made it tricky to know what to do next<br />
  20. 20. Community team strategy<br />Affect team KPIs through social media outreach<br />Prioritising activity based on<br /><ul><li> Most important audiences
  21. 21. Audience demographic
  22. 22. Product launches
  23. 23. Key messages
  24. 24. Events – what’s relevant in the social media calendar</li></li></ul><li>The challenge<br />http://www.flickr.com/photos/queen_of_subtle/4967953011<br />
  25. 25. Ah... measurement<br />www.flickr.com/photos/the-g-uk/3867089043<br />
  26. 26. I found some tools to try out...<br />
  27. 27. https://analytics.postrank.com/<br />Postrank is great for blogs<br />
  28. 28. Postrank is great for blogs<br />
  29. 29. Postrank is great for blogs<br />https://analytics.postrank.com/pricing<br />
  30. 30. What about Twitter...<br />
  31. 31. Viralheat gives you good stats<br />
  32. 32. Viralheat gives you good stats<br />
  33. 33. ViralHeat is great for Twitter<br />http://viralheat.com/<br />
  34. 34. ViralHeat is great for Twitter<br />http://www.viralheat.com/pricing<br />
  35. 35. Their influencer report is really useful<br />
  36. 36. Scoutlabs gives us an overall view<br />
  37. 37. Sentiment is useful (less so for us)<br />
  38. 38. Benchmarking *is* useful for us<br />
  39. 39. Quotes help make your case!<br />
  40. 40. Social media dashboard version 1<br />
  41. 41.
  42. 42. We also added google analytics...<br />
  43. 43. It was getting silly<br />
  44. 44. We needed a meeting...<br />
  45. 45. Our (current) social Media KPIs<br />Buzz<br />Engagement<br />Unique authors<br />Share of voice<br />
  46. 46. Social media dashboard v2<br />
  47. 47. Now we’re in a better place<br />
  48. 48. Yet some challenges still remain<br />Data entry & updating stats weekly – monthly is probably better<br />
  49. 49. Insight fed back to product<br />http://www.justgiving.com/turing-papers/<br />
  50. 50. Increased traffic from Facebook<br />July 51%<br />November <br />59%<br />
  51. 51. Lessons learned<br />The monitoring products are improving & changing all the time<br />It’s hard to know at the outset what’s important to measure<br />Start small and grow - don’t expect to change the world overnight<br />Try to keep it as simple as possible<br />Keep re-evaluating every few months<br />Find case studies to help inform your goals<br />
  52. 52. Carry on the conversation...<br />Jonathan Waddingham<br />jonathan@justgiving.com<br /> @jon_bedford<br /> @justgiving<br />http://blog.justgiving.com <br />slideshare.net/jwaddingham<br />

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