Improving Internet strategies and maximizing the social media presence of LLP projects

Managing and Measuring the reach and impact of your social

media activities

This project was financed with the support of the European Commission. This publication is the sole responsibility of the author and the Commission is not responsible for any use that may be made of the information contained therein.

http://www.web2llp.eu

Gary Shochat P.A.U Education

Tatiana Codreanu web2learn

How do you know your web and social media strategy is working?

• measuring your success and failure!

Where do we start?

• Setting realistic goals and learning how to track them.

How do I set goals?

Key Performance Indicators

So…what can indicate that YOUR website or Social Media is working?

KPIs should I look for: website

• Visibility: keywords, sources, Landing pages,

• Traffic: visitors, unique visitors, New vs. returning visitors, bounce rate, ‘stickiness’, user paths

• Audience: Source, language, demographics, source

• Interaction: number of items downloaded, conversion (registration), subscriptions, contacts, comments, participation, followers

KPIs I should look for: Social

Volume: Visits / visitors, Fans, followers, search engine traffic, people who saw your profile (linkedin)

Engagement: Retweets, Subscribers (youtube), comments, likes, share.

The value chain of KPI

Like > share > comment

Source: wikipedia.org, Life of Riley

More specifically:

Facebook, video, image etc.

Referals from website, visitors, reach, Page views, # fans, # subscribers, # comments, # active users, # poll votes, # video views, uploads/submissions, Website referrals, downloads, ‘chech-in’

Twitter

Referrals from website, # followers, # lists, # @replies, # retweets, influence

WHAT is this?

An Atom? A ping pong ball? A beach ball?

Source: Richard Pentin, TMW, for IAB social Media Council

PLANET URANUS!

The diameter of Uranus is 51,118 km It travels at a speed of 15,290 miles per hour Average temperature -350 degrees

Source: Richard Pentin, TMW, for IAB social Media Council

A PLANET - URANUS!

Metrics have meaning only when compared to something else: • Goals • Competitors • Previous data

Source: Richard Pentin, TMW, for IAB social Media Council

Setting KPI goals

• Define strategy and clarify your tactics. For each goal specify goal indicators that can provide you with data on your progress.

• Prioritize meaningful metrics.

Setting your goals straight: Be realistic!! • Set goals based on research and benchmarking

– Check out the ‘competition’

– Learn your target habits and estimated size, The bigger the target the less effective the estimation of target is

• Set goals based on PROGRESS!

How do I measure?

KPIs are measured through metrics provided by ‘stand-alone’ or built-in tools for both websites and social media.

Tools • ‘Google Analytics’,

• Facebook insights

• Tweeter

More tools

• Hootsuite

• Sproutsocial

• Tweetdeck

• SocialBro

• TweetReach

• Klout

COMMON PROBLEMS

• Focusing on the wrong things

• Unrealistic expectations (over true meaning)

• Lack of insights

• Lack of promotion

• NO FLEXIBILITY!

Some practical advice

( Katerina Zourou & Tatiana Codreanu) Experience gained through:

• Twitter: @languages_web2

@web2LLP, @tatiawa

• Facebook pages : Sun.com project

• Academic platforms: Mendeley, Research Gate

• My followers’ & colleagues’ twitter accounts

• People I follow on social media platforms

L6S project: @languages_web2

People I follow

Managing the social media presence of your LLP project

2 dimensions

19

Human resources Time

Managing human resources efficiently

• Identify project partners eager to learn from the process of engaging with social media (a project as a learning process)

• Get your project partners to see the added value of SM applications in their own context

Managing human resources efficiently

• Example from LS6 network: a rotation system to maintain social media activity

Sharing responsibility

Building a common understanding of difficulties and added value of digital communication

Building shared ownership

Learning together

Managing time of your social media activity • Use a social media editor (Hootsuite, Tweetdeck)

In LS6 and Web2LLP projects: Tweetdeck

Advantages:

• Schedule your posts ahead of time (like setting an alarm clock)

• See who addresses you on social media

• Collect valuable information streams without needing to be on SM 24/7

‘Best time to tweet’ feature (Example of the SocialBro dashboard for the LS6 network)

Scheduling a tweet (on Tweetdeck)

Demonstrating social media activity in official LLP reports

Not just a report proving social media presence:

=>Demonstrate how social media activity adresses the needs of your target groups

Two examples of indicators regarding social media impact (Frequency, reach, engagement with target groups)

Example 1: Geographic coverage of the Web2LLP project Website visits collected through Google analytics

Example 2: Videos going viral (Vimeo channel of the LS6 network)

http://vimeo.com/channels/

195600

Social conversation monitoring #Engage with your audience! Follow back!

Create a list of #keywords

Shorcut your link with a tracking tool such as bit.ly

Check the tweets and aswer the questions

Hashtags appear on search engines

Social conversation monitoring Number of clicks

Social conversation monitoring

Social conversation monitoring : Use a curation tool

Discover hashtags

Bookmark links and create #keywords

Commander Chris Hadfield @Cmdr_Hadfield

Commander Chris Hadfield @Cmdr_Hadfield

@languages_web2

@web2lean_eu

@tatiawa

Connecting with us on twitter

@paueducation

@OpenEduEu

@garyshoclat

Tasks!

1. List the key performance indicators

for the different channels you will be using 2. Explore and list the relevant # influencers on Twitter and websites relevant to your project (maybe using tools such Hashonomy or other

tools)