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Goverment 2.0: Social Media in the Age of Obama - Measuring Your Success

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Tools and tips about how to measure your return on investment (ROI) and know if your social media campaign is working.

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Goverment 2.0: Social Media in the Age of Obama - Measuring Your Success

  1. 1. Measuring Your Success Government 2.0 Audio portion 866-707-4547 - Pwd: 3864729# Kris Eriksen will moderate Laura Lee Dooley World Resources Institute http://www.wri.org Danielle Brigida National Wildlife Federation http://www.nwf.org
  2. 2. Are you looking at your metrics? (Polling questions)
  3. 3. Why measure? <ul><li>Goal milestones </li></ul><ul><li>Benchmark </li></ul><ul><li>Compare </li></ul><ul><li>Focus efforts </li></ul><ul><li>Usability | User interest </li></ul><ul><li>Manage expectations </li></ul>
  4. 4. What to measure? <ul><li>Traffic </li></ul><ul><li>Connections </li></ul><ul><li>Demographics </li></ul><ul><li>Content “legs” </li></ul><ul><li>Reactions </li></ul><ul><li>Impact </li></ul>
  5. 5. Excel is your friend … trends over time
  6. 6. … deciding what data to collect …
  7. 7. Start with end goal in mind <ul><li>To get ___________ to do ___________. </li></ul><ul><li>To change ________ to _________. </li></ul><ul><li>To help ________ achieve _______. </li></ul>
  8. 8. Website Measurement Tools Who’s coming to your site?
  9. 9. Tool: Google Analytics
  10. 10. Setting up Google Analytics <ul><li>www.google.com/analytics </li></ul><ul><li>Create a Google Account </li></ul><ul><li>List the website and contact information </li></ul><ul><li>Take the snippet of code and put it in website code </li></ul>
  11. 11. Tracking Visitors, Pageviews
  12. 12. Traffic Sources
  13. 13. Other Free Analytics Tools www.crazyegg.com www.enquisite.com www.woopra.com
  14. 14. Onsite Website Survey Tools www.kampyle.com 4q.iperceptions.com
  15. 15. Make Metrics Accessible to Authors
  16. 16. Share Metrics with Widgets
  17. 17. www.webanalyticsassociation.org “DEFINITIONS”
  18. 18. RSS Feed Measurement Tools Who’s subscribing to you?
  19. 19. Tracking Subscriptions
  20. 20. Email Feed vs. Subscription
  21. 21. Facebook | LinkedIn Measurement Tools Who’s connected to your mission?
  22. 22. Facebook Fan Page Tracking
  23. 23. LinkedIn | Facebook Groups
  24. 24. Look for Engagement…
  25. 25. Enjoy the Organic Growth NWF Facebook Fans
  26. 26. Tracking Posts in Google Analytics http://www.wri.org/stories/2009/02/dear-climate-media-dont-forget-midwest? utm_campaign=socialmedia&utm_medium=facebook&utm_source=wri-group
  27. 27. Twitter Measurement Tools Who’s talking to you?
  28. 28. Measuring Engagement twitter.com/NWF twitter.com/worldresources 1 + 1 =
  29. 29. Twitter tools for measuring reach www.tweetake.com tweetburner.com tr.im www.twittercounter.com www.lessfriends.com
  30. 30. Some tools for measuring performance www.xefer.com/twitter/ twitter.grader.com www.twinfluence.com www.webanalyticsdemystified.com/ twitter
  31. 31. What Do We Tweet? <ul><li>New Blog Entries </li></ul><ul><li>Random Facts & Data </li></ul><ul><li>Breaking News </li></ul><ul><li>Program Information </li></ul><ul><li>Timely Events </li></ul><ul><li>Retweet </li></ul><ul><li>Reply </li></ul>
  32. 32. NWF: As followers grew… More programs joined…
  33. 33. NWF: We Applied the Tool to Compliment Our Work
  34. 34. NWF: Promoting Wildlife Watch on Mallard Duck #NWF
  35. 35. Return can often be engagement…
  36. 36. … In summary …
  37. 37. Growth of Friends | Fans | Followers | Visits
  38. 38. Quality of Friends | Fans | Followers | Visits <ul><li>Retweet | Post your content </li></ul><ul><li>Reply to | Comment on your content </li></ul><ul><li>Build new content based on your content </li></ul><ul><li>Build connections to you and your content </li></ul>
  39. 39. WHY? Learn and Apply Study…then Test! Originally uploaded to Flickr by Steven S.
  40. 40. Reaching Your Goals by the Numbers Satisfaction in Engagement Ambassador/Evangelist Ownership Word of Mouth Repeat Customers Relationship
  41. 41. Reaching Your Goals by the Numbers R E A C H $$ REVENUE $$ Engagement
  42. 42. Measuring the Immeasurable “ They like me, they really like me”
  43. 43. Recognition for online access / presence
  44. 44. Personal profile posts of content
  45. 45. Community steps forward to support
  46. 46. Integration of your info into other sites
  47. 47. Integration of your info into other sites
  48. 48. Invitations|participation in SM events
  49. 49. What Are Your Ideas?
  50. 50. Questions & Answers Government 2.0 Laura Lee Dooley World Resources Institute http://www.wri.org [email_address] [email_address] Danielle Brigida National Wildlife Federation http://www.nwf.org [email_address] [email_address]

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