morpc social media workshop - morpc

Planning & Analyzing Online Campaigns

Wednesday, June 18, 2014

What is Online Communications?

Why it’s Important

People are spending more

time online using a variety

of devices

Source: 2012 Nielsen US Social Media Survey

Social Media Usage

Source: 2012 Nielsen US Social Media Survey

Time spent on social media

increased 24% and continues

to rise

Mobile

83% of people age 18-29 own a

smart phone

Outreach Needs

SERVICES

EVENTS

REPORTS

MEETINGS

NEWS

STUDIES

PROJECTS

Online Communications Planning

Keeping Track

• Setup form for new campaigns

Define a goal

Determine message to portray

• Database for all campaigns

• Annual evaluations

Monitoring Buzz

• HootSuite dashboard

• TweetReach reports

• Google Alerts

• bit.ly stats

Integrating Mediums

Where to Cross-Promote

• Websites

• Email signatures

• Social media sites

• Meetings

• Events

• Flyers

• Videos

• Presentations

• Reports

• E-blasts

• Event registration

• Surveys

Measuring Growth

2012 Q1

2012 Q2

2012 Q3

2012 Q4

2013 Q1

2013 Q2

2013 Q3

2013 Q4

2014 Q1

210022002300240025002600270028002900

MORPC Facebook FollowersFacebook Followers

Measuring Trends

35%

26%

17%

17%

5%

Top Facebook PostsTop 10 posts from January 2012–June

2013 based on topicPhotos

MORPC General

MORPC Events

Members & Partners

Other Links

Measuring Trends

2012 2012 2012 2012 2013 20130123456789

10

PhotosMORPC GeneralMORPC EventsMembers & PartnersOther Links

Top Facebook Posts BreakdownTop 10 posts for each quarter based on topic

Measuring Traffic

Responding to Analytics–Website Redesign–

• Mobile-responsive design

• New user-friendly CMS

• Sitemap reorganized

• Easy access to most visited pages

• Community calendar

• Members site

Responding to Analytics–Content–

• Photos or graphics with social media posts

• Facebook cover photos

• Visualizing messages with graphics

Responding to Analytics–Content–

• Take advantage of increased engagement – positive or negative

Responding to Analytics–Social Advertising–

• February FB promotion for SOTR

$39.95

7,262 reached

110 engagements

39 seats registered

• April FB promotion for available vanpoolseats from Lewis Center to OSU

$40.00

10,608 reached

93 engagements

3 phone calls

SARAH McQUAIDEsmcquaide@morpc.org

111 Liberty Street, Suite 100Columbus, Ohio 43215

Phone: 614.233.4130

www.morpc.org