Debra Askanase

Measuring Social Media Content: Effectiveness and Engagement

Presented by Debra Askanase

Engagement Strategist

NTEN Data Summit September 13, 2012

About Debra Askanase

Today’s session

I. Start with the basics of goals and conversation II. Know what you need to measure, and how III. Putting it together: ROI measurement case study IV. Breakout groups V. Report-backs VI. Bonus feature: DIY Google Analytics dashboards

Soci

al M

edia

Engage Cre

ates

Trust

Mo

ve t

o

Action

The social media activity funnel

Know your SMART Goals

Specific

Measurable

Attainable

Realistic

Timely

Design your social media activities to meet your org or programmatic goals: • resource awareness • membership • fundraising • activism • sign up for a program

Find “the conversation” first

Define your goals

Develop content and data points

Post to social media

channels

What content engages?

What content does not engage?

Measure key data points

against goals

Optimize that content!

“…brand pages that are very effective at engaging advocates were 3x more engaging

across the board and would grow 13x more than the typical active Facebook Page over a year.”

http://www.istrategyconference.com/blog/?category=Social-Media&title=How-Superbrands-Breed-Superfans-5-Best-Practices-for-10X-Greater-Fan-Growth-on-Facebook&pid=811

2012 Wildfire study: engage brand advocates (+ build community)

Brand advocates bring in an average of 1.3 new

people each

http://www.flickr.com/photos/melkiad/2274406074/

Know what you need to measure

Value of measurement

3. ROI – are they going there – measure impact based on goals Google Analytics Inbound landing page measurement

1. Is the conversation compelling – measure engagement Google Analytics, especially social analytics Facebook Insights YouTube Insights bit.ly clicks and Twitter RTs comments and shares

2. Stakeholder Insight – measure who cares Crowdbooster (Twitter), FB posts, YouTube comments

Social media content data: measurement

Is the conversation compelling? FB

Is the conversation compelling? bit.ly

Is it compelling? Track RTs (Crowdbooster)

What content resonates? And why?

http://www.flickr.com/photos/16180154@N07/4260219954/in/photostream/

What content resonates? And why?

Facebook Insights (PTAT) YouTube Insights (shares) Bit.ly clicks Twitter RTs Pinterest repins Simply Measured Crowdbooster Google Analytics

http://www.flickr.com/photos/70099148@N00/145269819/

(free) data measurement resources

Content depends on fans caring: Measure who cares

http://www.flickr.com/photos/moriza/2565606353/

Twitter followers: Crowdbooster

ROI: Are they going there?

*Use Social Sources in Google Analytics

ROI: Are they going there?

* Use Advanced Segments in Google Analytics

Find online at http://bit.ly/SMARTgoaltracking

A sample metrics dashboard for you to use.

ROI measurement case study

http://www.flickr.com/photos/castaway_in_wales/6994368305/in/photostream/

Summer communications 2012

SMART Goals: 1. Increase parent satisfaction with communication 2. Earlier re-enrollment 3. Increase tour interest 4. Internal culture: implement a few core social media tools, test

messaging, tweak

Identify and build the (summer) conversation: 1. Be part of the camp experience: parent/alumni 2. Value of a (Jewish) community and friendship 3. Test content for year-round conversations

Content that resonated

Facebook: 1. Alumni events and mentions 2. “Behind the scenes” videos of events, special

moments 3. Images of camp activities, especially camp traditions

Blog: 1. Director reflections on community and traditions 2. Alumni events 3. Less successful: Jewish values reflections

What content resonates? And why?

380 Likes at the time

Types of posts on Facebook

Digging even deeper into reach

*Using Facebook Insights

ROI: Calls to action

ROI: Calls to action

ROI: Calls to action

1. Fan demographics do not equal participation demographics

2. Not all top content is equal

3. Demographics change frequently – stay on top of them

4. Fans share video, photo content much more than others, though they view many types. Will also share compelling blog posts.

What we learned

5. Higher engagement on FB translated to higher CTR and open rates in newsletters, and blog readership

1. More content aimed at older audiences, more “behind the scenes” content

2. More frequent posting

3. More photos and especially more video

4. Experimented with adding photo collages, different types of photo albums, video documentary vs. video footage of events

5. Popular FB content inspired corresponding blog posts

6. Added photos to announcements and blog posts

How we used it to optimize content

Summer communications 2012

Successes: 1. Early survey results: parents very satisfied with comms 2. Growth of FB Pages to 1600 fans, 3600 visitors 3. FB PTAT average 20% during the summer camp season 4. Early survey results: 85% read and liked blog content 5. E-newsletters: 74% open rate, 40% CTR 6. Parent satisfaction survey: 45% completion rate, compared to

historical 25-30%. 7. Staff became comfortable with using social media, and even

enjoyed it!

Small group work: pick one to two questions

http://www.flickr.com/photos/coral/288765135/in/photostream/

1. What are your social media SMART goals?

1. What content

resonates/does not resonate with your audience? Why?

1. What are you NOT

measuring that you want to measure in order to meet your goals?

http://www.flickr.com/photos/bitzi/230188091/in/photostream/

Report backs

• Know your SMART Goals

• Understand your own Venn Diagram

• Mine content data: identify top-engaged content, who’s engaged, and to what extent

• Create a list of 5 things you’ve learned about how your content resonates and inspires action

• Find the measurement tools you need to capture the data you want

• Set up a measurement dashboard

• Set up Advanced Segments for social media sources in Google Analytics…or a custom GA Dashboard

• What’s next? Create a plan optimize your content!

Actionable next steps

http://www.flickr.com/photos/bucher/516614692/sizes/z/in/photostream/

Content is for building community

I’m always available to answer follow-up questions!

Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askDebra Other slides: slideshare.net/debask Telephone: (617) 682-2977

http://www.flickr.com/photos/maistora/483238384/in/photostream/

Added bonus: DIY Google Analytics dashboards in less than 5 minutes!