Measurement & Monitoring Best Practices
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Mayo Clinic Social Media Network - Residency May, 2017
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Measurement & Monitoring Best Practices
- 1. ©2016 MFMER | 3507910- Measurement & Monitoring Best Practices/Q&A @StacyTheobald & @MakalaArce
- 2. ©2016 MFMER | 3507910- Monitoring @StacyTheobald
- 3. Comment monitoring is: • Listening to conversations on your social channels • Reviewing incoming comments, replies and private messages on all platforms • 24/7* monitoring – day, evening, weekend
- 4. How do we do it? • We use Sprinklr as our Social Media Management System: • Allows us to monitor multiple platforms in one system • Used across all sites, departments and specialty areas for consistency and governance • Provides enhanced security, individual permissions and approval workflows
- 6. • Allows us to create standard template replies
- 8. Negative Comment Example Complaint Direct offline to Office of Patient Experience Positive testimony shared by another
- 9. How we handle issues (positive or negative) • Collaborate with Issues Management team • Obtain preapproved messaging • Prepare for influx of comments
- 10. Sprinklr Listening • Looks across digital mentions* of topic keywords
- 11. ©2016 MFMER | 3507910- Measurement @MakalaArce
- 12. Avoid aimless analytics adventures.
- 13. • Align metrics to your goals • Identify where to improve efforts • Apply findings to other initiatives • Report out successes • Develop an understanding of the social media journey Be intentional.
- 14. Measurement Framework The standard still applies...
- 15. Tactics to measure: • Ad performance • Organic post performance • Views/impressions Come, check it out! Social media activity designed to expand your reach (and follower base).
- 16. Mayo Ex: Custom Short Domain http://www.mayoclinic.com/health/crohns-disease/DS00104 http://bit.ly/IAT9o5 mayocl.in/1X5BsE1 =64%
- 17. • Metrics: • Comments, Likes, Reactions, Shares, Retweets • Video views • Click-throughs... • Tactics: A/B Testing, ... Social media activity designed to build engagement.
- 18. Mayo Ex: Reposting Top Tweets – Q1, 17 • Average engagements per initial proactive tweet: 51 • Cream of the crop outliers • Average engagements per reposted proactive tweet: 141 (90 more) 189, 10% 1684, 90% Posts Distribution 26649, 32% 57636, 68% Engagements Distribution Blue = Initial Tweets Red = Reposted Tweets
- 19. Mayo Ex: Looking beneath the metrics surface
- 20. Mayo Ex: Looking beneath the metrics surface 2
- 21. Mayo Ex: Text Variations • Teaser Text vs. Facts/Tips 311 engagements, 371 clicks153 engagements, 626 clicks
- 22. Mayo Ex: Best Performing Post Types • We want to publish more videos on both Twitter and Facebook. • If we publish a post with a link, the article’s auto-generated thumbnail performs best on Facebook and an image file upload on Twitter... Account Post Type Total Engagements Average Per Post Facebook Video 1.9K Link 681 Photo 181 Text 92 Twitter Video 91 Photo 80 Text 41
- 24. Social media activity designed to have people act or do something (aka the CTA). Tactics to measure: • Webinar attendance/registration • Appointments scheduled • (all financially-related metrics)
- 25. Mayo Ex: Appointment Requests Snapshot
- 26. Mayo Ex: Social Ads for 2015 #MayoInOz • Native CPC (Cost-per-click) Metrics • Facebook: $1.36 • LinkedIn: $3.71 • Twitter: $1.79 • Google Analytics – via UTM Parameters – Registration & CPR (Cost-per-registration) Metrics • Facebook: 7; $500 • LinkedIn: 9; $250 • Twitter: 2; $725 • $880 revenue per registration; ROI = 113%
- 27. Remember: Make metrics actionable.
- 28. ©2016 MFMER | 3507910-
Editor's Notes
- Intro: My name is Stacy Theobald, and I work on the Social and Digital Innovation Team as a Coordinator. My main job is to post content on our social media channels along with the day to day monitoring of comments on all our social platforms. # of comments each day upon arrival
- -Platforms include-FB/TW, Google+, LinkedIn, Instagram, YouTube and Pinterest -I do the comment monitoring Mon – Fri during the work day and then we have implemented a team of staff from our Communications division to help us with monitoring comments in the evenings Mon – Fri with primarily Facebook, this is to help try to prevent or stay on top of any issue, suicide threat, etc. And then another group of staff that rotate on weekend monitoring. -*=Periodic
- -Mention diagnosis and suicide ones
- Sports Med & Transplant FB, CV TW Consultations for other specialty areas that can create/obtain enough content for their audience as well as have a person to monitor/respond to comments.
- Highlight transparency approach (leaving negative comments up unless attacking individual or swearing) Delete ads
- Collaborating with our Issues Management team regarding any upcoming items that may appear in the news or on social platforms. Prepare messaging responses. Over 7.8 thousand comments to monitor.
- Word cloud, Volume trend, Volume by source, Topic cluster *those available via public API
- Introduction
- custom short domain <$100/yr? bit.ly end-to-end branding - maybe $600/mo.? Comparing 1 mo. prior to 1 mo. after
- Half-life
- Out of all our Facebook posts in all of 2015-2016, this post ranked 406th best in engagements, but 6th best in clicks! Over 27,000 people clicked on the link! The morale of this story isn’t that more people have fingernail concerns than you would think, but rather, that looking at engagements isn’t enough. Don’t forget about the clicks. We need to look at our objectives. If our objectives are website visits, then this was an immensely successful post.
- Out of all our Facebook posts in 2016, this post took 823rd best in engagements, but 14th best in clicks! Over 15,000 people clicked on the link, but only about 600 engaged publicly. Contrary to what the engagements may suggest, I would argue this post was still very successful.
- Results were different for 2nd #MayoInOz year of ads, but the lesson of needing to measure end-to-end remains the same!