The document presents strategies for measuring social media success, emphasizing the need to define goals, track progress, and use data for informed decision-making. Key components include setting measurable objectives, utilizing client-centered storytelling, and conducting quarterly reviews to assess content effectiveness. It also highlights the importance of tailoring strategies based on past performance and engagement metrics.

1. Flickrphoto:LeoL30
Measuring Social Media SuccessPresented by
John Kenyon

2. 1. I have defined goals for social media
2. I regularly measure progress towards my goals
3. I use data to decide future activity
Polls
Flickr:Nicholassweetenough

3. Focus
Sharing
Measurement
Discussion

4. Focus
How can I
define and create
measurable outcomes?
How can I make
data-informed decisions?
Flickrphoto:prawnpie

5. Measurable
Set a GOAL
Define OBJECTIVE
Try STRATEGIES
& TACTICS
MEASURE progress
ADJUST
Flickrphoto:prawnpie

6. Goal
Mission – #EndHomelessness
Strategic Goal – Keep The Conversation Going
Comm Goal – Participate in existing conversations
Focus on sharing client stories

7. Measureable Objective
By X date:
X Number of Posts with Comments
X Number of Comments per Post
X Number of Posts Shared
Can be number, % increase, other

8. Strategies | Tactics
Client-centered storytelling
Mine data on past activity for what works,
do more of that
Focus content - Content theme by month
Include visuals, request to share
Flickr:NatalieMaynor

9. What Is Your
Measureable
Objective?
Flickr:Stratogen

10. Sharing

11. Embedded Sharing

18. Monthly Report
Quarterly Review
Editorial Calendar
Culture of Content Generation
Flickrphoto:See-mingLee
Toolbox

19. Top Content
Website Page Visits
Email Clicks
Social Media Engagement
Review Trends Quarterly
Flickrphoto:See-mingLee
Monthly Report

20. Editorial Calendar
http://www.lightboxcollaborative.com/2014-editorial-calendar
Content

21. Track website, email + social media metrics

22. Metrics
Focus on what content is popular/not
Review quarterly, adjust strategy & goals
Set benchmarks, try tactics to get there

23. Website

24. WebsiteSocial

25. Email

27. analytics.twitter.com

29. Your Own Metrics are More Important
Interesting to Compare
No True Industry-Wide Benchmark

30. How do you track metrics?
How might you do it differently moving forward?
Reflection

31. Advanced Metrics:
Return on Effort
Traffic, Social Hub
Content Quality/Relevance
Share of Voice
Community Size/Engagement
Sentiment

32. Coaching Session 3/26
Gather Baseline Data
Pick an Objective
Choose Strategy & Tactics
We’ll discuss on the call

33. Template

34. Review
Sharing
Tracking
Quarterly Review
Trends not Snapshots
Benchmark
Evaluate
Flickrphoto:LeoL30

35. Resources

36. Question & Discussion
Ideas for Experiments
Your Experiences
Organizational Capacity
Tools
Metrics
www.davidarmano.com

37. All Images: Flickr - Creative Commons License