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Social Media Metrics: Free tools to help you measure your success

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Social Media Metrics: Free tools to help you measure your success

  1. 1. Social Media Metrics: Free tools to help you measure your success Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/lauraleedooley [email_address]
  2. 2. The Social Loop Source: Wayne Smallman
  3. 3. Edelman Trust Barometer 2009 Regardless of channel, voice, or country … … a majority of people need to hear the same message 3-5 times to believe it.
  4. 4. Strategy
  5. 5. Flickr: aussiegall/Louise Docker Create Buzz Listen
  6. 6. Are you looking at your metrics? Flickr: aussiegall/Louise Docker
  7. 7. 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>D Sharon Pruitt
  8. 8. Measure: Return on Investment Return on Information Return on Engagement Return on Relationship
  9. 9. Edelman Trust Barometer 2008 People like doing business with people they know … … and love doing business with people they trust .
  10. 10. TRUST is personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first.
  11. 12. new ways to play & build relationships
  12. 13. METRICS MANTRA: “ You can’t manage what you can’t measure.”
  13. 14. 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>D Sharon Pruitt
  14. 15. … deciding what data to collect …
  15. 16. Excel is your friend … trends over time
  16. 17. Start with end goal in mind <ul><li>To get _______ to do _________. </li></ul><ul><li>To change from ______ to _______. </li></ul><ul><li>To help ________ achieve _______. </li></ul>
  17. 18. Website Measurement Tools Who’s coming to your site?
  18. 19. Tool: Google Analytics
  19. 20. 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>
  20. 21. Benchmarking against sites of similar size
  21. 22. Traffic Sources
  22. 23. Other Free Analytics Tools www.crazyegg.com www.enquisite.com www.woopra.com
  23. 24. Onsite Website Survey Tools www.kampyle.com 4q.iperceptions.com
  24. 25. Make Metrics Accessible to Authors
  25. 26. Share Metrics with Widgets
  26. 27. www.webanalyticsassociation.org “DEFINITIONS”
  27. 28. RSS Feed Measurement Tools Who’s subscribing to you?
  28. 29. Tracking Subscribers and Reach Reach is the total number of people who have taken action - viewed or clicked - on the content in your feed.
  29. 30. Email Feed vs. Subscription
  30. 31. Performance of Individual Links
  31. 32. Facebook | LinkedIn Measurement Tools Who’s connected to your mission?
  32. 33. Facebook Fan Page Tracking
  33. 34. Facebook Lexicon: Measuring buzz
  34. 35. Look for Engagement…
  35. 36. Enjoy the organic growth . . .
  36. 37. . . . understand the different growth rates
  37. 38. 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
  38. 39. Twitter Measurement Tools Who’s talking to you?
  39. 40. <ul><li>Tweet = Twitter message/update </li></ul><ul><li>Reply = @ username </li></ul><ul><li>Direct Message = Mutual friend message </li></ul><ul><li>Favorite = Starred tweet </li></ul><ul><li>Retweet = RT @ username, repeated tweet </li></ul><ul><li>Hashtag = # keyword, way of labelling </li></ul>terms
  40. 41. What to 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>
  41. 42. twitter.pbworks.com/Apps
  42. 43. AUTHORITY: Followers, frequency, @replies
  43. 44. twittercounter.com
  44. 45. useqwitter.com
  45. 46. URL shorteners . . . metrics, noframe
  46. 47. track twitter links through GA http://www.wri.org/press/2009/04/new-report-shows-strong-potential-economic-benefits-renewable-energy-southeast-us-0 ?utm_campaign=blogging&utm_medium=twitter&utm_source=microblog
  47. 48. twitter.mailana.com (@petewarden)
  48. 49. www.twitalyzer.com: User, brand, search
  49. 50. search.twitter.com
  50. 51. retweetist.com
  51. 52. . . . more than retweets . . .
  52. 53. backtweets.com
  53. 54. tweetake.com
  54. 55. <ul><li>FOLLOWERS DATA </li></ul><ul><li>Twittername </li></ul><ul><li>Real name </li></ul><ul><li>Location </li></ul><ul><li>URL </li></ul><ul><li>Biosketch </li></ul><ul><li>Tweet Type </li></ul><ul><li>Follower/Mutual </li></ul><ul><li>Date/Time Followed </li></ul><ul><li>Blog feed (listen) </li></ul><ul><li>Blog contact info </li></ul>
  55. 57. What are we measuring anyway? <ul><li>Twitter: Overall performance </li></ul><ul><li>Tweets: Clickthroughs Responses – direct, indirect </li></ul><ul><li>Tweeple: Your brand advocates, naysayers Growth in friends, followers Connections beyond twitter </li></ul>
  56. 58. Return can often be engagement…
  57. 59. … In summary …
  58. 60. Growth of Friends | Fans | Followers | Visits
  59. 61. 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>
  60. 62. WHY? Learn and Apply Study…then Test! Originally uploaded to Flickr by Steven S.
  61. 63. Reaching Your Goals by the Numbers Satisfaction in Engagement Ambassador/Evangelist Ownership Word of Mouth Repeat Customers Relationship
  62. 64. Measuring the Immeasurable “ They like me, they really like me”
  63. 65. Recognition for online access / presence
  64. 66. Personal profile posts of content
  65. 67. Community steps forward to support
  66. 68. Reuse | Mashups of your content
  67. 69. Reuse | Mashups of your content
  68. 70. www.filtrbox.com
  69. 71. socialmention.com
  70. 72. local.google.com
  71. 73. Invitations|participation in SM events
  72. 74. Lessons Learned
  73. 75. Build knowledgebase of data . . .
  74. 76. . . . go beyond up and to the right . . .
  75. 77. . . . measure active conversation . . .
  76. 78. . . . your brand is the sum of many parts . . .
  77. 79. post ratio - 1:12 (1=you, 12=them)
  78. 80. . . . online engagement obstacle . . .
  79. 81. . . . success stories, relationships . . .
  80. 82. . . . measure against . . . 1) self 2) similar 3) community
  81. 83. . . . measure your contribution . . .
  82. 84. . . . listen + share + measure = TIME . . .
  83. 85. What Are Your Ideas?

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