2. Agenda
30 minutes: Social Media Metrics Framework
•what are metrics?
•why bother?
•how do we decide which one?
•how to use them to make decisions?
•how much time to spend?
•how to report them?
30 minutes: Social Media Tools
•12 goals tied to 12 metrics
•15 tools to monitor, measure & analyze
you decided this, based
on last week’s survey
3. why are we chatting today?
5. Summarize what you learned about your audience from the
social media audit, secondary or primary research, and listening
techniques. What is your plan for ongoing monitoring and
scanning during implementation?
8. Describe your metrics for success. What specific data points
will you collect and how you will collect and analyze this
information? How will you use it to document ROI?
4. Social Media Metrics Framework
1. Why do you care about monitoring & measuring?
2. What are your goals for using social media?
3. How can you efficiently measure your progress?
4. What is the value to your org of accomplishing those goals?
5. What are alternative ways you could accomplish those goals without
social media?
5. Why do you care about monitoring & measuring?
Because you want to:
• Prove the value of social to your boss, board, other departments
• Motivate staff members in charge of doing social media
• Decide whether or not to continue investing time & resources into that
particular social media platform
• Optimize your effort by knowing what works best
• Respond to feedback in real time
• Learn what others are saying about you
Answering this will help you decide:
• Which possible metrics will be the most useful
• How much time you should spend
• Who to share metrics report with
6. Part 1: Brainstorming
goal Increase
the
value
of
TBA
to
its
members
frequency
of
conversa8ons,
breadth
of
conversa8on
partners,
depth
of
conversa8ons,
cons8tuents
descrip,on
of
metric ac8ons
(or
lack
of)
that
directly
demonstrate
they
value
TBA
#
of
“valuable”
Facebook
posts
(on
others
pages
or
about
others),
#
of
“valuable”
tweets
(in
reply
to
others
or
about
others),
#
of
TBA
staff
using
social
media
professionally,
average
#
of
interac8ons
metric
(in
your
control) per
cons8tuent,
#
of
blog
posts,
#
of
comments
by
TBA
on
others’
blogs,
#
of
“valuable
content”
available
on
your
website
metric
(out
of
your
#
of
TBA
links
bookmarked
on
delicious;
%
of
cons8tuents
using
social
media
that
engaged
with
control) TBA
this
year,
unsubscribe
rate
of
e-‐newsleJer,
cons8tuents
percep8on
of
TBA’s
value
which one do you
think is the best?
7. Part 2: Deciding
#
of
“valuable
content”
TBA
unsubscribe
rate
of
e-‐newsleJer cons8tuent
percep8on
of
TBA’s
best
metric(s) posts
online
value
Post
10
new
pieces
of
content
Unsubscribe
rate
below
1% 10%
increase
in
average
“value
target
metric each
week
ra8ng”
from
TBA
cons8tuents
Manually
track
#
of
content
Email
management
tool
(constant
tool
to
measure uploads contact
or
whatever) Pre
&
post
cons8tuent
survey
frequency
of
Weekly ASer
every
e-‐newsleJer
sent
Test
2x
measurement
PS: I’m just making this
stuff up as an example
8. What would it mean to your organization
if you met your target metric?
Post
10
new
pieces
of
content
Unsubscribe
rate
below
1% 10%
increase
in
average
“value
target
metric each
week
ra8ng”
from
TBA
cons8tuents
result Less
turnover
y2y,
increased
#
of
cons8tuent
applica8ons
next
year,
lower
marke8ng
costs
In this model, it would be important to ask unsubscribers if they found TBA’s
use of social media “valuable;” & ask survey respondents what in particular
they found valuable about TBA (frequency of posting? content of posting?
starting conversations? responding to conversations?)
9. As you ponder ROI, ask yourself...
How else could you arrive at this result other than through social media?
Is social media the most effective alternative?
Does social media have some long term value beyond its efficacy?
result Less
turnover
y2y,
increased
#
of
cons8tuent
applica8ons
next
year,
lower
marke8ng
costs
10. Primary
Survey Data Raw Data Data & Analysis Analysis Only
Don’t forget the importance of keywords:
•variations of spellings
•acronyms
•titles of your productions
11. Secondary
Data
http://mashable.com/social-good/
http://www.bethkanter.org/category/measurement/
http://www.slideshare.net/devonvsmith/presentations
others?
12. How
much
)me
can
you
spend?
Monitor Measure Analyze
&
Report Total
10
min.
Daily scan
Google
alerts
&
social
10
min.
men2on.
engage
as
necessary
to
men2ons
30
min.
Weekly Pick
3
metrics;
measure
1.5
hrs
&
save
results
2
hrs.
Monthly Summarize
measurement
8
hrs.
findings,
decide
what
to
change,
report
It’s
different
for
everyone,
in
every
situa<on
12
13. Web Reporting v Web Analysis
Yes it has pretty pictures, but what do I do?
image via Avinash Kaushik
14. Web Reporting v Web Analysis
Specific problem
you’re trying to
address
Explain the
Big picture data in words
trend over time
ROI
Tell me what
to do now that
I know this
image via Avinash Kaushik
16. Increase local Facebook followers in San Francisco and Oakland by 50% by January 1, 2012
Suggestion: how does this % compare to your website’s visitors?
17. Activate artist networks on Facebook and Twitter who will pass on opportunities
Search encourage artists to use “tagging”
feature in facebook posts
use public search to find those
talking about you off of your Page
18. Diversify [social media] audience;
build relationships reflective of a wide range of constituent types
Create private lists
to keep track of
constituent types
19. Increase our month to month Post Feedback on Facebook by 25% on average.
Impressions depend on post date, time, and type (photo, video, link, text,
etc), # of current fans, previous level of post feedback. So look for outliers, and
see if any of those factors could be contributors.
Feedback depends on quality of your content. Much harder to figure out
“why” a post is engaging. So make a hypothesis (“fans like hearing about what
we’re doing in the office”) and test it.You can also ask your fans what they
want to hear from you about.
20. Increase Call-for-entries applications by 30% through social media channels. Sept/Oct 2011
Suggestion: consider a special website landing page for social media links
21. [Increase] live tweeting during Auditions, at Festival intermission
any public Facebook or Twitter account
search term
date range
report type
23. Create and monitor adwords campaign to direct inquiries to the web page
Lowest average CPC, while maximizing # Clicks
Test several ads at once,
use CTR as success metric
Let Google help you
Suggestion: link AdWords to Google Analytics to see how SEM traffic differs from average user
24. Leverage social media channels as a conduit for receiving critical feedback and media assets
25. Increase online and print media mentions by %X by June 30, 2012.
Beware that neither Social Mention or Google Alerts will capture every mention.
26. Increase website traffic by 25% by adding social media content starting posting by 11.1.2012
Suggestion: use Advanced Segments to combine sources,
also consider looking at how the behavior of this traffic
source differs from the average user
27. By December 2011 we will have a cross-functional team of 5 members producing at least 2
pieces of content per month for our social media channels.
examples at bit.ly/TwitScrape
You copy & paste
into Excel
=importxml(A2,"//span[@id='update_count']")
or ‘following_count’
or ‘follower_count’
You type or ‘lists_count’
this Google docs finds this
data via
these formulas
(updated in real time)
28. Employ listening and outreach techniques to engage influential bloggers and journalists and
track online conversations about the Festival
Go to a blog you On Twitter, add them to a
trust, see who they private list of “bloggers”
recommend reading On that blog, find (and start tweeting!)
social media
contact info
also use
