social media boot camp: measuring your impact
DESCRIPTION
In this presentation, social media expert John Kenyon shares tools and tricks for simple tracking and analysis to ensure that your social media program and campaign aren't just engaging — but also generate measurable impact for nonprofit organizations.TRANSCRIPT
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Measuring Social Media Success Presented by John Kenyon
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
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Focus
Sharing
Measurement
Discussion
Focus
How can I define and create measurable outcomes?
How can I make data-informed decisions?
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Measurable
Set a GOAL
Define OBJECTIVE
Try STRATEGIES& TACTICS MEASURE progress
ADJUST Flic
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Goal
Mission – #EndHomelessness
Strategic Goal – Keep The Conversation Going
Comm Goal – Participate in existing conversations
Focus on sharing client stories
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
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
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What Is YourMeasureable Objective?
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Sharing
Embedded Sharing
Monthly Report
Quarterly Review
Editorial Calendar
Culture of Content Generation
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Toolbox
Top Content
Website Page Visits
Email Clicks
Social Media Engagement
Review Trends Quarterly
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Monthly Report
Editorial Calendar
http://www.lightboxcollaborative.com/2014-editorial-calendar
Content
Track website, email + social media metrics
Metrics
Focus on what content is popular/not
Review quarterly, adjust strategy & goals
Set benchmarks, try tactics to get there
Website
Website
Social
analytics.twitter.com
Your Own Metrics are More Important
Interesting to Compare
No True Industry-Wide Benchmark
How do you track metrics?
How might you do it differently moving forward?
Reflection
Advanced Metrics:Return on Effort
Traffic, Social Hub
Content Quality/Relevance
Share of Voice
Community Size/Engagement
Sentiment
Coaching Session 3/26
Gather Baseline Data
Pick an Objective
Choose Strategy & Tactics
We’ll discuss on the call
Template
Review
Sharing
Tracking
Quarterly Review
Trends not Snapshots
Benchmark
Evaluate
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Resources
Question & Discussion
Ideas for Experiments
Your Experiences
Organizational Capacity
Tools
Metricswww.davidarmano.com
All Images: Flickr - Creative Commons License