Measuring Social Media Sucess

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Presentation to the Sonoma County NP and Government Social Media group

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Measuring Social Media Sucess

  1. 1. Measuring Success in Social MediaPresented by John Kenyonwww.johnkenyon.org
  2. 2. FlickrPhotos:Cesarharada.com;theparadigmshifter;Dia
  3. 3. Email + Website Still #1• Effective, engaging website• Websites don’t raise money –multi-channel campaigns do
  4. 4. Coordinated Approach
  5. 5. ToolboxMonthly ReportCulture of Content GenerationEditorial CalendarFlickrphoto:See-mingLee
  6. 6. Content PlanNot just “what should we talk about?”What will bring our story to life?What will support our objectives?
  7. 7. Right Content - Right ChannelEmailBest-of Web Content, AnnouncementsSingle Subject - Alert, CampaignConversational, Friendly, OpinionsENewsletter
  8. 8. Tidbits, Facts, Links are KingProfessional Related ContentOverview, Subject/Program, TestimonialsRight Content - Right Channel
  9. 9. What are our challenges with Monthly Reporting?With Content Creation/Curation?Reflection
  10. 10. Tracking website, email + social media metrics
  11. 11. The Right MetricsWebsite
  12. 12. EmailThe Right Metrics
  13. 13. The Right Metrics
  14. 14. The Right Metrics
  15. 15. Metrics:Return on EffortTraffic, Social HubContent Quality/RelevanceShare of VoiceCommunity Size/EngagementSentiment
  16. 16. Metrics: Referral TrafficSource: Social Media ExaminerReferral Traffic, AddThisNote, Set GoalsTwitter: search Twitter and t.co
  17. 17. Metrics: New GA “Social” Hub
  18. 18. Metrics: Quality & RelevanceSource: Social Media ExaminerNot comments, retweets (“vanity metrics”)What CONTENT resonates?Page Views, Time on Page trends
  19. 19. Metrics: Share of VoiceSource: Social Media ExaminerConversations: Mentions by ChannelYour Mentions ÷ Mentions of Top “Competitors”SocialMention, Radian6
  20. 20. Metrics: Community Size/EngagementSource: Social Media ExaminerSocial CRMMentions, Engagement, SizeInfluencer Recommendations
  21. 21. Metrics: SentimentSource: Social Media ExaminerImperfect “Opinion Mining”Tag mentions: Positive/Negative/NeutralAdd Totals, Measure Over Time
  22. 22. Your Own Metrics are More ImportantInteresting to CompareNo True Industry-Wide Benchmark
  23. 23. CycleImage:marketwire
  24. 24. How do we track metrics?How might we do it differently moving forward?Reflection
  25. 25. Question & DiscussionIdeas for ExperimentsYour ExperiencesIntegrationToolsMetricswww.davidarmano.com
  26. 26. Thank You!All Images: Flickr - Creative Commons License

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