is this thing on...social media measurement - afp nc philanthropy conference

Is This Thing On?How to Measure Your Social Media Efforts

Presented by

Dawn A Crawford Social Media & Communications Consultant

@SocMediaRckStr

2

• Raleigh-based full service communications & fundraising agency that works exclusively with nonprofits

• Over 10 years of dedicated nonprofit experience paired with 7+ years of corporate advertising experience

• Bring us your problem and we’ll solve it

Some of our Awesome Clients:

Your Nonprofit

Media Relations

Social Media

Comm Strategy

Graphic Design

Advertising

Website

Videos

Online Fundraising

Intimidated? Call us!

Where Are We Going Today?

Tools that Work!

What is Reasonable?

How Do I Get Started?

Why Measure?

Why Measure?

Value your time

Report impact to

foundations & donors

Improve your efforts

Permission to STOP

How Do I Get Started?

Communications Plan

• What is important to you?• Baselines• Content strategy

Reporting Tool

• Spreadsheet or Google Docs• Analysis report

Repeat

• Do it the same time very month!• 6 month & 12

month reviews

What is Reasonable to Expect?

Depends on YOUR community

5% organic/10% paid “Like” growth

5% follower growth

2-3% views growth

5% follower growth

Tools Make Us Human

http://www.flickr.com/photos/bre/552152780/sizes/l/

Your Tool: Facebook Analytics

Basic• Fan Growth• Most Popular

Posts• Wins

Advanced• Unlikes/Hides• Content Types• Demographics• Challenges

OverviewSnapshot of your usage and interaction

Rockstar Tip: Last 7 days + 7 days

Your page Like activity

Rockstar Tip: See in the past quarter

Compares organic vs paid likes + tracks unlikes

Rockstar Tip: Pay attention to Unlikes

Find out what is triggering your page Likes

How many people saw your post

Rockstar Tip: Pay attention to spikes and repeat

Comparing Frequency

How people interacted with your content

Rockstar Tip: Pay attention to spikes and repeat

Track what is killing your fan base

Rockstar Tip: Watch your Hide Post rate!!!

Track eyeballs over time

Actual traffic to your Facebook page

Rockstar Tip: Not terribly important

Viral reach of your content

Rockstar Tip: Mentions are key

Track referring traffic over time

Reach = Eyeballs Post Clicks = Photo opens, link clicks, etc.Likes, Comments & Shares = Engagement

Rockstar Tip: SORT!

NEW & COOL – Find the best times to post per day!

Rockstar Tip: Click on the days to

find different patterns

Content measurement

Rockstar Tip: Not clear on timeframe???

Who are your fans – gender, age and location – total population

Rockstar Tip: Target messages to brackets

People who saw at least 1 of your posts in the past 28 days

Rockstar Tip: Track over time if you want to target

Superfans – people who engaged with your content in the past 28 days

Rockstar Tip: Cater to these brackets

Your Tools:Twitter Backend -

HootSuite -- $5.99 a month/$71.88 a year OR $1,800 a year for Enterprise

Twitonomy -- $20 a month/$240 a year

Basic• Follower

Growth• Clicks• Retweet

Counts• Wins

Advanced• Superfans• Locations• Challenges

Ow.ly Click Summary – SummarySee when content activated

a click through

Ow.ly Click Summary – Region & ReferrersSee where your users are at

and what online platform they are using

Ow.ly Click Summary – ContentWhich were your most clicked on links

Twitonomy – Content by MentionsHelps you track which content resonated

Twitonomy – Most Active UsersIdentify Super Fans

Rockstar Tip: Get these people

to an offline event

Twitonomy – Top RetweetsIndicates reach and resonance of copy

Rockstar Tip: Thanks your top

retweeters every month!

More Tools!

Tweetreach - http://tweetreach.com/ - FREE

Twitalyzer - http://twitalyzer.com/ - PAID

Crowdbooster - https://crowdbooster.com/ - PAID

SproutSocial - http://sproutsocial.com/ - PAID

Your Tool: YouTube Analytics

Basic• Views• Likes• Comments

Advanced• Minutes

Watched• Subscriber

Growth

How do I find my analytics?

Performance & EngagementTrack views, subscribers, likes & comments

Rockstar Tip: Change the dates

Top ContentTrack views on videos

Rockstar Tip: Watch average minutes watched

Demographics & TrafficTracks viewer locations and traffic sources

Your Tools:Pinterest Analytics

PinPuff

Basic• Followers• Repins• Wins

Advanced• Traffic to

website• Likes• Comments• Challenges

Influence RatingsInteresting to track how well your content is being spread

Rockstar Tip: You want your rating to be 40-70 or 70+

Other Tools

Pin League - http://pinleague.com/ - PAID

Your Tool:Statigram

Basic• Followers• Likes• Comments• Wins

Advanced• Activity

around a hashtag• Content

LikesThe number of people liking your content

CommentsNumber of people interacting with your content

Rolling Monthly Engagement

Compares Likes and Comments month by month

Most Engaged FollowersWho has liked your content the most

Rockstar Tip: Befriend these people IRL

Cool Bonus

parting thoughtshttp://fc05.deviantart.net/fs11/i/2006/241/d/e/swallow_tattoo_idea_by_meowle.jpg

Social Media is a Conversation

Nerd Out & Experiment

http://www.flickr.com/photos/marsdd/2986989396/sizes/o/

Say Bye-Byehttp://www.flickr.com/photos/seandreilinger/2339868030/sizes/o/

Passion is Infectious

http://www.flickr.com/photos/krystalt/5248185017/sizes/l/

Biz Card + Internet Magic = Presentation

bcdcideas.comdawnacrawford@gmail.com

720-231-1930@SocMediaRckStr