Rich Ward, social media manager, RNLI Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Metrics That Matter
Rich Ward
Social Media Manager, RNLI
@rich_rolled

2. Why are metrics important?
Allow us to benchmark and show progress
Allow us to measure the success of campaigns and show ROI
Allow us to improve our output for future campaigns
Allow us to demonstrate value to stakeholders and supporters
Metrics are quantifiable measures that in a social media context:

3. The problem
However, all too often, we get distracted by the biggest metrics.
People naturally gravitate towards large numbers, regardless of
their relevance - especially if it's
not clear what the end goal is or
how to measure it.
E.g. does 'total impressions' really
provide the level of detail you
need?

4. Identifying the metrics that matter
The scale of a metric is actually inversely proportional to the level of
audience engagement.
That is to say, the broader the metric the lower the level of engagement
with your message. This is a challenging concept when it comes to
stakeholder management!
Compare for example impressions with 100% views. Which one will really
tell you if your audience has bought into your campaign?

5. Not all metrics are equal
Level of
engagement
Completed views
Reach
3-second views
10-second views
Reactions
Comments
Shares
ImpressionsScale

6. Context is key
That isn't to say that impressions and reach aren't valuable
measures, but in a world of changing algorithms and increased
competition for ad space, these numbers must be taken in context -
just look at the way organic reach is declining on Facebook!
That's often why the more detailed measures e.g. sentiment,
completed views etc. are more useful because they give you
valuable insight regardless of scale and enable like-for-like
comparison across campaign cycles.

7. Focus on your goals
So how can you avoid falling into the 'big numbers' trap and ensure
your social media output is having the most impact for your
investment?
The number one thing is to understand what you are trying to
achieve. Only then can you pinpoint the measures that will help tell
your story.

8. Practical example: resourcing
Last year, the RNLI used metrics to inform the content plan for the BBC TV
series Saving Lives at Sea, particularly around resource-intensive formats such
as Facebook Live.
The metrics from 2017 revealed that after
three Lives, views halved and comments
dropped by 50% as audience fatigue set in.
This data gave us a clear rationale for
planning 2018's efficient and effective
approach.

9. Practical example: goals and KPIs
With the Respect the Water campaign,
reaching a large audience is key, but our
success is really measured by the amount
of people who take away the 'Float to Live'
message.
15-sec Facebook video results:
631.1k reached & 203.9k 3-sec views (scale)
49.3k 100% views (engagement)

10. Summary
To use metrics successfully as part of your social media
campaigns:
Have clear goals in mind
Understand what measures will tell you if you're achieving those
goals
Use previous results to inform your approach to both future
content and measurement
Be prepared to act on the insights you gain in an agile way
Communicate results effectively to others

11. Thank you
Rich Ward
Social Media Manager, RNLI
@rich_rolled

12. Beyond vanity metrics:
setting objectives for your
social channels
17 January 2019
Social Media Network
London
#CCsocialmedia

13. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk