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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  • Welcome
  • What can we learn about social media from “road trips”? As it turns out, quite a lot. ...
  • GPS
  • Photo Source: used with permission
  • State of the art one day is obsolete the next, same is true in the world of measures, metrics. The more we learn and our capabilities change, the better our measures. Source: http://www. flickr .com/photos/signifying/3111209305/
  • Remember those hit counters? We thought they were pretty cool at the time, now “hits” which are sort of like measuring impressions only even more problematic.
  • AND While we were busy with spf sigs, programs, policies, practices and environmental strategies ... another discipline was making quantum leaps around communications. Photo:
  • The way we thought about our work (products and services) was within our silo, however you define silo e.g., agency, discipline, region, field. Now we are realizing we can not only extend our reach .. in fact globally .. we can connect to each other anytime regardless of where we are or time zone.
  • We saw the WWW as channels to push our carefully crafted messages out to the public ... and now we have ways to engage each other in real and often real time conversations
  • We used to focus on how many butts we could put in chairs (outputs) and have now shifted to focusing more on interaction and participation that is outtakes (what people take away from our programs and events) and outcomes .. the changes in attitudes , behaviors or opinions as a result of our outputs/outtakes.
  • Primarily print to all manner of multimedia, in part because in most cases we have the bandwidth. Saturation is happening.
  • For some time we’ve not had enough bandwidth to do multimedia so we did what we could - we connected people to content. Remember we were into print so we developed documents, made them into pdf files and posted them online so anyone could link to the document. NOW we focus more on connecting people to people through all sorts of social networks and even email. In fact, that’s another shift - email to social networks.
  • We used to spend a ton of time searching for what we wanted or needed online. With RSS we can now subscribe and the information comes to us.
  • Now, our focus today. Before the best way to measure broadcast media was Impressions. We still use this measure. AND we now have, for our web-based content and networks - better metrics than ever before ... and still they are evolving. Throw nothing away - we can use impressions, we can use clickthroughs, we can use search, and print and all of what we have had before .. it takes us part way on our journey. More will come, more will change. The important thing, as Einstein said is to never stop learning.
  • While we were busy THE WEB WENT SOCIAL. So when we came up for air .. The web had changed. Photo:
  • So we can’t just measure in the ways we used to. We have some new opportunities.
  • Social networks have become HUGE .. FB alone has hit the 400 million mark and is only 6 years old. In fact 6 yrs ago, the only people who could be on FB were Harvard College students. But … how many of us belong to some kind of social network now? Let’s poll ourselves and see where we are in social networking. Next slide for poll.
  • Now let’s do an actual poll. We’d like to find out how many here have a website, a blog, both a website and blog or neither a website or blog. Same process. Open a text message to: 99503 In the body type in the NUMBER ONLY that corresponds to your answer. Poll will show on secondary computer.
  • What have you heard so far that sparks your interest or confirms your thinking or makes you curious? Maybe something new or different or something we know but have forgotten? Or haven’t applied to prevention?
  • Listening is the single most important step in getting clearer about our presence both online and offline.
  • next
  • Are we stepping outside our coalition and looking in, reflecting, learning what we need need to achieve what we’ve set out to do? (facing in - communications amongst ourselves so we stay informed, engaged, and learning)
  • Are we looking out at the community? And our relationships, where we interact and engage each other for the common good?
  • But before we go any further on our trip let’s stop and outline our online presence as a coalition (works as an individual exercise too). Where do you have a presence both offline and online e.g., groups, listserves, social networks, blogs, websites, etc? Where do the offline connections have an online life? As part of listening we can discover where else the conversation is happening?
  • Source:
  • citation: The ROI of Listening ARC Poetry Slam
  • Source: Beth Kanter presentation at slide 65
  • Adapted for coalitions from Beth Kanter/Wendy Harman example
  • Type of blog =coalition, provider, agency, MSM, individual,
  • how high do the blogs rank, influence in the blogosphere Google Page Rank / Technorati
  • when you scan or read the post - is it positive, negative, or neutral?
  • Source:
  • What kinds of things said about you would make you call your boss, director, project officer, board, coalition members?
  • Go through these Last one .. Remember the web presence exercise we did, as you link up with others and develop relationships you’ll want to make them a part of your web of influence.
  • What have you heard so far that sparks your interest or confirms your thinking or makes you curious? Maybe something new or different or something we know but have forgotten? Or haven’t applied to prevention?
  • Where the best place to go to get free analytics whether you have a website, blog, social network .. Any kind of website? (Sue Stine going live with App Share and show and explain the Connected Communities data.
  • Source: KD Paine, Measuring Public Relationships
  • Source: KD Paine, Measuring Public Relationships
  • Source: KD Paine, Measuring Public Relationships
  • Summarize With analytics we can know some very key things: Number of visitors or members, % increase in visitors or members How long people are on the site? How many pages they look at when they are there? How deep they go on the site. How often they visit? We can even figure out if they share the content in other places like news sites (Digg) and Social bookmark sites (deliciious) Count number of posts? Comments? And figure the ratio. And more. All this infers a lot about how well we are engaging those who access our online places and how well we are doing with connecting them to each other. Just like on the trip when you have all the inputs from your dashboard AND gps, you still… Sometimes we’ve just got to ask.
  • The key point of value for social media for coalitions is to connect us and help us engage and learn together what we can do to make our communities better places. Everything begins in conversation. In fact, Glenna Girard, author of the most accessible book on dialogue says, we hold the present and future of our world within the circles of our conversation. Conversations lead to engagement which provides an opportunity to develop trust and relationships. So we may want to increase the number of conversations, type of conversations, tone of conversations if we want to cultivate community, engage people and develop the kind of trust that leads to strong relationships.
  • Difference between engaging content, engaging people Not about blasting people with the message until they adopt it. That would be like talking louder to someone who can’t hear or speaks another language - louder and more doesn’t help.
  • How do we define engagement? Is someone engaging when they visit your website? Or revisit your website? Or maybe when they click to download something? Or register for your e-newsletter? At what point do we consider people “engaged” with us? As it turns out we’ve got some guidance on levels of engagement from K. D. Paine, her measurement blogs are listed on the last page of your handout.
  • Source: K. D. Paine We usually lurk until we have a reason to do more. A clue for us actually - what do we do that invites more than lurking? Level 1=exchange. One party gives benefits to the other b/c the other has provided benefits in the past or expected to in the future. (measure=ratio of lurkers to actors, new/return visitors, subscribers to our blog/news, FB, Twitter, Youtube) Level 2 =Communal. Both parties provide benefits to the other because they care about the other - even if they don’t get anything in return. Measure increase level 2 engagement e.g., how much and how often are they responding e.g., comment, rate, review. Analytics will tell you the status. Study this data, look at the posts or articles, work to understand what it was that nudge visitors to take the next level actions. Level 3 = Take action on your behalf (when people do this it means you’ve gained a level of trust and commitment). KD describes three measures for TRUST at this level, 1) INTEGRITY that is the belief that the organization (or coalition in this case) is fair and just. The second is DEPENDABILITY, the belief the org/coalition will do what they say they will do and finally, COMPETENCE - the belief that an org/coalition has the ability to do what it says it will do. When it comes to commitment: we’re looking at the extent to which each party believes and feels the relationship is worth spending time to maintain and promote. Some measures for Commitment --are they willing to continue in relationship with you, for example will be renew their membership, volunteer again. Do they have emotional investment in your org/coalition? Level 4= Loyalty. We can measure loyalty by how often people contribute or volunteer. We can also do this with our listening project (which is basically content analysis). We can listen to understand level of satisfaction reflected in their sentiment toward us. We can track comments, follow comprehensive news alerts that include blogs, twitter, Facebook, and check on Social Mention. AND WE CAN ASK (survey). Are they engaged is really not the question. The question is HOW are they engaged and to what extent are they satisfied?
  • Communications and marketing
  • Communications and marketing Engaging and supporting each other and what you are doing in and for the community vs mesasging to the community. What makes these things work? The best one have some key characteristics (Craig Lefebvre): Attention grabbing, stimulating, Surprising, suspenseful, thought-provoking, clever, convincing, balanced, believable, hip/cool, not dull
  • In handout
  • What did you hear today that surprised you? Sparked some interest? Where do you still have question or unfinished thoughts? Would you like to have a group on Connected Communities to continue to learn with?
  • 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: 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:
    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:
    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:
    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:
    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: 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 </li></ul><ul><li>Beth Kanter Listening for NonProfits in a Connected World at </li></ul><ul><li>WeAreMedia </li></ul><ul><li>KD Paine Measuring Engagement is Just Another Term for Measuring Relationship </li></ul><ul><li>Measuring Public Relationships from Amazon </li></ul><ul><li>Laura Quinn, Idealware </li></ul>
    73. 73. Photo-Video Citations <ul><li>Virtual handshake (used with permission) </li></ul><ul><li>Selectric </li></ul><ul><li>Duck : </li></ul><ul><li>Conversation </li></ul><ul><li>Air Force Blog Assessment </li></ul><ul><li>Analytics video </li></ul><ul><li>Times Square </li></ul><ul><li>Steps </li></ul><ul><li>Nest </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.