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CADCA Leadership Forum XX February 8-11, 2010 Metrics, for Social Media Measures  & Models
. . . from  road trips What  can we learn about  Social Media
GPS
Just ask Just  ASK!
Learning Objectives <ul><li>Develop a basic understanding of social media metrics, measures and models  </li></ul><ul><li>...
Source:  http://www.flickr.com/photos/dmswart/1003713064/   Used with permission  What is Social Media?
Poll Everywhere Introducing
Test Poll 45546  and your  first name  Text to:  99503 45546 Carl
Does your Coalition have a website or blog? <ul><li>Website  16733 </li></ul><ul><li>Blog  18057 </li></ul><ul><li>Both  1...
How do you measure social media? <ul><li>Analytics  23454 </li></ul><ul><li>Surveys  23463 </li></ul><ul><li>Paid Service ...
State of the Art?
State of the Art? <ul><li>Eyeballs </li></ul><ul><li>Clickthrough </li></ul><ul><li>Hits </li></ul><ul><li>Impressions </l...
While we were busy ...
Shift Happened 7 Social Media Shifters
Silos to Networks
Broadcast to Engage
Attend to Participate Photo Source:  http://www.flickr.com/photos/worldcafe/226864125/
Print to Multimedia
People to Content People to People
Search to Subscribe
Impressions to Analytics
While we were busy ...
The Web went Social
Do you belong to an online social network? ONDCP  listserv
Do you belong to an online social network? <ul><li>Yes  13068 </li></ul><ul><li>No  13069 </li></ul><ul><li>Not yet 13067 ...
Where are we now?
Listen First thing
Why Listen? <ul><li>To better serve our community </li></ul><ul><li>Respond/engage our critics </li></ul><ul><li>Stay on t...
What are we listening for? <ul><li>What is being said about us, our organization? </li></ul><ul><li>What is being said abo...
Which way are we listening? And how? The first Question?
Outside looking In?
Inside looking  out?
Map your Presence 10 minutes
Search, discover, listen
Vanity Search <ul><li>Organization or coalition name </li></ul><ul><li>Director/Project Coordinator’s name </li></ul><ul><...
RSS
RSS
Follow/Track/Respond
What are we listening for? <ul><li>What are people talking about? Where? </li></ul><ul><li>Are the topics of conversation ...
The Listening Template
Type of Blog Coalition Provider Agency MSM Individual
Ranking Technorati Google
Sentiment Positive Negative Neutral
Track, Share ... then what?
When to Respond? Source: http://bit.ly/91xWMv Problem or Opportunity BIG small be prepared to  take action track themes an...
Assess the situation
When to sound the alarm?
Benefits of Listening <ul><li>Learn where the conversations are </li></ul><ul><li>Join in, comment where appropriate </li>...
SoMe Map Newby Isle Strait of engagement SoMe Ocean Metric  Mainland M3 Port Analytic Reef Survey Bay Survey Monkey Sea Zo...
Google Analytics
Outputs Typical Examples Outputs  (the physical results e.g. clippings, brochures, events) Total # key messages Share of f...
Outputs & Outtakes Typical Examples Outputs  (the physical results e.g. clippings, brochures, events) Total # key messages...
Outputs, Outtakes, Outcomes Typical Examples Outputs  (the physical results e.g. clippings, brochures, events) Total # key...
Break
Now what?
Social media … (C    E) > T  >  R … and community
2 Core Metrics Influence Engagement
What Engagement isn’t!
What is engagement?
Levels of Engagement Source: K.D. Paine Exchange Communal Take Action  on your behalf Loyalty
So, what does it mean to Lurk?
What does it mean to Lurk? <ul><li>How many of us are or have been a lurker? </li></ul><ul><li>Where did you lurk? </li></...
SoMe & Community Framework
Resources <ul><li>Google News </li></ul><ul><li>Google Alerts </li></ul><ul><li>Technorati  </li></ul><ul><li>PRChecker </...
Facing In
Facing Out
What gets people  engaged  with your coalition, issue or cause?
Your Stories
Metrics Table Examples Survey Perceived degree of integrity, dependability and competence  Increase community favorability...
What’s just one coalition goal that makes most sense to integrate social media with and measure it?
Where are we now?
Resources & References <ul><li>Kelsey Ruger  http://www.slideshare.net/themoleskin/social-media-measurement </li></ul><ul>...
Photo-Video Citations <ul><li>Virtual handshake (used with permission)  http://www.flickr.com/photos/dmswart/1003713064/ <...
This presentation is licensed under CREATIVE COMMONS. This means you can use it, or parts thereof, as long as appropriate ...
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Metrics, Measures & Models: Forum 2010

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Coalitions are getting started with social media and looking to ways to measure it. This workshop is a basic introduction to social media listening, google analytics and ways to measure engagement and relationships. Workshop co-presented by Sue Stine and LaDonna Coy, CADCA Forum 2010, Washington, D.C.

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Metrics, Measures & Models: Forum 2010

  1. 1. CADCA Leadership Forum XX February 8-11, 2010 Metrics, for Social Media Measures & Models
  2. 2. . . . from road trips What can we learn about Social Media
  3. 3. GPS
  4. 4. Just ask Just ASK!
  5. 5. Learning Objectives <ul><li>Develop a basic understanding of social media metrics, measures and models </li></ul><ul><li>Develop a start-up tracking/monitoring tool and plan of action </li></ul><ul><li>Identify a set of tools to support tracking and measuring social media </li></ul>
  6. 6. Source: http://www.flickr.com/photos/dmswart/1003713064/ Used with permission What is Social Media?
  7. 7. Poll Everywhere Introducing
  8. 8. Test Poll 45546 and your first name Text to: 99503 45546 Carl
  9. 9. Does your Coalition have a website or blog? <ul><li>Website 16733 </li></ul><ul><li>Blog 18057 </li></ul><ul><li>Both 18108 </li></ul><ul><li>Neither 9816 </li></ul>Text to: 99503 Your number choice here
  10. 10. How do you measure social media? <ul><li>Analytics 23454 </li></ul><ul><li>Surveys 23463 </li></ul><ul><li>Paid Service 23367 </li></ul><ul><li>Observations/stories 23368 </li></ul><ul><li>Not yet 15570 </li></ul>Text to: 99503 Your number choice here
  11. 11. State of the Art?
  12. 12. State of the Art? <ul><li>Eyeballs </li></ul><ul><li>Clickthrough </li></ul><ul><li>Hits </li></ul><ul><li>Impressions </li></ul>
  13. 13. While we were busy ...
  14. 14. Shift Happened 7 Social Media Shifters
  15. 15. Silos to Networks
  16. 16. Broadcast to Engage
  17. 17. Attend to Participate Photo Source: http://www.flickr.com/photos/worldcafe/226864125/
  18. 18. Print to Multimedia
  19. 19. People to Content People to People
  20. 20. Search to Subscribe
  21. 21. Impressions to Analytics
  22. 22. While we were busy ...
  23. 23. The Web went Social
  24. 24. Do you belong to an online social network? ONDCP listserv
  25. 25. Do you belong to an online social network? <ul><li>Yes 13068 </li></ul><ul><li>No 13069 </li></ul><ul><li>Not yet 13067 </li></ul>Text to: 99503 Your number choice here
  26. 26. Where are we now?
  27. 27. Listen First thing
  28. 28. Why Listen? <ul><li>To better serve our community </li></ul><ul><li>Respond/engage our critics </li></ul><ul><li>Stay on top of changes affecting what we do </li></ul>Source: WeAreMedia.org
  29. 29. What are we listening for? <ul><li>What is being said about us, our organization? </li></ul><ul><li>What is being said about our issue or topic? </li></ul><ul><li>Where are the conversations happening? </li></ul>
  30. 30. Which way are we listening? And how? The first Question?
  31. 31. Outside looking In?
  32. 32. Inside looking out?
  33. 33. Map your Presence 10 minutes
  34. 34. Search, discover, listen
  35. 35. Vanity Search <ul><li>Organization or coalition name </li></ul><ul><li>Director/Project Coordinator’s name </li></ul><ul><li>Your Topic or Issue </li></ul><ul><li>Notice other organizations popping up with yours on first page of search </li></ul><ul><li>Use alternative search engines e.g. blogs, twitter </li></ul>Source: WeAreMedia.org
  36. 36. RSS
  37. 37. RSS
  38. 38. Follow/Track/Respond
  39. 39. What are we listening for? <ul><li>What are people talking about? Where? </li></ul><ul><li>Are the topics of conversation changing? </li></ul><ul><li>What is the tone, sentiment or volume? Is it changing? </li></ul><ul><li>What does this mean for your strategy? </li></ul><ul><li>How can you use the info to improve what you do? </li></ul><ul><li>Are there stories you can repurpose? </li></ul>Source: http://www.slideshare.net/kanter/listening-for-nonprofits-in-a-digital-world
  40. 40. The Listening Template
  41. 41. Type of Blog Coalition Provider Agency MSM Individual
  42. 42. Ranking Technorati Google
  43. 43. Sentiment Positive Negative Neutral
  44. 44. Track, Share ... then what?
  45. 45. When to Respond? Source: http://bit.ly/91xWMv Problem or Opportunity BIG small be prepared to take action track themes and be prepared to engage
  46. 46. Assess the situation
  47. 47. When to sound the alarm?
  48. 48. Benefits of Listening <ul><li>Learn where the conversations are </li></ul><ul><li>Join in, comment where appropriate </li></ul><ul><li>Develop relationships </li></ul><ul><li>Expands your web presence and builds social capital </li></ul>
  49. 49. SoMe Map Newby Isle Strait of engagement SoMe Ocean Metric Mainland M3 Port Analytic Reef Survey Bay Survey Monkey Sea Zoomerang Isle Multi-Choice Ports Penninsula of Assessment Google Point Outputs Outtakes Outcomes Bay of Reflection Review Revise Page View Port Eyeball Island Click-thru Causeway Capacity Cove Port of Impressions The Lost Isle
  50. 50. Google Analytics
  51. 51. Outputs Typical Examples Outputs (the physical results e.g. clippings, brochures, events) Total # key messages Share of favorable position (rank) Conversation index (CI)
  52. 52. Outputs & Outtakes Typical Examples Outputs (the physical results e.g. clippings, brochures, events) Total # key messages Share of favorable position (rank) Conversation index (CI) Outtakes (How people feel as result of experiencing the outputs aka social capital) % change in awareness % change in preference % change in talking about key messages
  53. 53. Outputs, Outtakes, Outcomes Typical Examples Outputs (the physical results e.g. clippings, brochures, events) Total # key messages Share of favorable position (rank) Conversation index (CI) Outtakes (How people feel as result of experiencing the outputs aka social capital) % change in awareness % change in preference % change in talking about key messages Outcomes (how people behave as a result of the outputs/outtakes) % change in downloads % change in subscriptions/registrations % change in request for info
  54. 54. Break
  55. 55. Now what?
  56. 56. Social media … (C  E) > T > R … and community
  57. 57. 2 Core Metrics Influence Engagement
  58. 58. What Engagement isn’t!
  59. 59. What is engagement?
  60. 60. Levels of Engagement Source: K.D. Paine Exchange Communal Take Action on your behalf Loyalty
  61. 61. So, what does it mean to Lurk?
  62. 62. What does it mean to Lurk? <ul><li>How many of us are or have been a lurker? </li></ul><ul><li>Where did you lurk? </li></ul><ul><li>Benefits of lurking? </li></ul>
  63. 63. SoMe & Community Framework
  64. 64. Resources <ul><li>Google News </li></ul><ul><li>Google Alerts </li></ul><ul><li>Technorati </li></ul><ul><li>PRChecker </li></ul><ul><li>TwitStats </li></ul><ul><li>Twitalyzer </li></ul><ul><li>Social Mention </li></ul><ul><li>Twazzup </li></ul><ul><li>Click Tracks </li></ul><ul><li>Webtrends </li></ul><ul><li>Omniture </li></ul><ul><li>Websidestory </li></ul>
  65. 65. Facing In
  66. 66. Facing Out
  67. 67. What gets people engaged with your coalition, issue or cause?
  68. 68. Your Stories
  69. 69. Metrics Table Examples Survey Perceived degree of integrity, dependability and competence Increase community favorability of coalition Analytics % increase of new volunteers over time Increase number of volunteers signing up online Content analysis Survey # positive, negative and neutral postings % of each Determine how coalition is perceived in community Analytics # commenting, rating % change over time Increase member comments, ratings Analytics # follower/members % change over time Increase members or followers Instrument Metric/measure Goal
  70. 70. What’s just one coalition goal that makes most sense to integrate social media with and measure it?
  71. 71. Where are we now?
  72. 72. Resources & References <ul><li>Kelsey Ruger http://www.slideshare.net/themoleskin/social-media-measurement </li></ul><ul><li>Beth Kanter Listening for NonProfits in a Connected World at http://www.slideshare.net/kanter/listening-for-nonprofits-in-a-digital-world </li></ul><ul><li>WeAreMedia http://www.wearemedia.org/Tactical+Track+Module+1 </li></ul><ul><li>KD Paine Measuring Engagement is Just Another Term for Measuring Relationship http://bit.ly/bD28Et </li></ul><ul><li>Measuring Public Relationships from Amazon http://bit.ly/arZMHw </li></ul><ul><li>Laura Quinn, Idealware http://www.idealware.org/articles/ </li></ul>
  73. 73. Photo-Video Citations <ul><li>Virtual handshake (used with permission) http://www.flickr.com/photos/dmswart/1003713064/ </li></ul><ul><li>Selectric http://www.flickr.com/photos/signifying/3111209305/ </li></ul><ul><li>Duck : http://www.flickr.com/photos/martinlabar/694274715/ </li></ul><ul><li>Conversation http://www.flickr.com/photos/worldcafe/226864125/ </li></ul><ul><li>Air Force Blog Assessment http://www.flickr.com/photos/cambodia4kidsorg/3226367547/ </li></ul><ul><li>Analytics video http://www.youtube.com/watch?v=MYLyrOZSPGg </li></ul><ul><li>Times Square http://www.flickr.com/photos/altamiranopics/4163307366/ </li></ul><ul><li>Steps http://www.flickr.com/photos/essjay/95611580/ </li></ul><ul><li>Nest http://www.flickr.com/photos/cgommel/138167164/ </li></ul>
  74. 74. This presentation is licensed under CREATIVE COMMONS. This means you can use it, or parts thereof, as long as appropriate attribution is given and your resulting product is made available under this same license. The license prohibits using this presentation for commercial purposes. A list of citations and links is included for your reference and use. Please cite all photos to the original source. Suggested Attribution: Source: CADCA Leadership Forum XX, Metrics, Measures and Models, PreConference Workshop Feb 8, 2010 with Sue Stine and LaDonna Coy.

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