Holly Ross, Executive Director, NTEN and Andrea Berry, Director of Partnerships and Learning, Idealware You know you should be tracking social media stats and creating metrics for growth and change. But where exactly do you begin? Is what you are doing working? How can you tell? In this seminar, NTEN’s Holly Ross and Idealware’s Andrea Berry will talk through four types of measures-- Views, Followers, Engagement, and Conversion-- that can help you track your social media efforts to see if they're worthwhile. We’ll help you pick what metrics make sense to track and talk through how to measure that data using social media dashboards.

1. Social Media: The Real Return
On Investment (ROI)
December 2010

2. Introductions
What do you hope to
learn from this
session?
Me!
Andrea Berry
Director of Partnerships and Learning
Idealware

3. If I Asked You….

4. …Would You Panic?
Compared Are we doing
to what? what we’re
supposed to
be doing?
Working
for what?
What are
we doing
again?

5. But What If I Asked You…
Easier, huh? Why is that?

6. Measuring Social Media

7. Defining Goals and Tactics

8. The Importance of Goals
Without goals, it’s
impossible to measure
success.
Goals let you define what
success means.

9. Some Social Media Goals
Boost attendance at performances
Attract new volunteers
Connect with new major donors
Move subscribers to donate
Recruit new students for classes

10. NOT Useful Social Media Goals
Increase awareness
Make website more interactive
Keep in touch
Have a Facebook presence

11. Tactics Help You Accomplish Goals
They define what you’re going to do
Creating a Facebook page
Tweeting about an
upcoming event
Developing a new blog
Posting photos from a rally
to a photo sharing site
Maintaining a video channel

12. Good Goals Encourage Integration
Goals help you choose and integrate different tactics
Twitter: YouTube: Facebook:
Promote upcoming Post previously Outreach to new
events recorded shows audiences
Or blogs, Flickr, LinkedIn or more…

13. Quick Discussion
What are your social media goals?
Let’s discuss!

14. Defining Metrics

15. Measurement is Key
If you can’t measure it,
it’s impossible to
know:
• Is it working?
• Is it worth your time?
• What you can do to
improve it?

16. What Types of Things Can You Measure?
Followers Views
Engagement
Conversion
.
.

17. Followers
The number of
people who choose
to follow the
information you
provide

18. For Instance….
Twitter followers Facebook fans
RSS subscribers

19. What Does It Measure?
Your reach into the
world
The increase in
people who care
what you say

20. Views
The number of people who
look at your resources

21. For Instance….
Video views
Facebook page views
Clicks on a Bit.ly link

22. What Does It Measure?
How many people
make use of your
information
A reasonable proxy
for your impact on
people’s knowledge
and feelings

23. Engagement
The number of
people who comment
on, forward or post
their own resources

24. For Instance….
Number of comments
Forwards
Retweets Online mentions

25. What Does It Measure?
How interested are people in the
information or community?
Do they feel a sense of connection to it?

26. Conversion
Are people actually
doing things that help
your organization?

27. For Instance….
Buying tickets Donating
Signing up for classes Volunteering

28. What Does It Measure?
Ultimately, the best
measure of whether your
communications have
organizational impact

29. Measure Your Results

30. Some Results are Directly Measurable
Website analytics can tell you how many people came to
your website from Facebook or another source

31. Some Can Only Be Inferred
The “lift” shows the approximate effect of a communication

32. Quantifying Your Results
Many results can be (eventually, perhaps indirectly) tied to
monetary results

33. Some Can’t Really Be Quantified
Not everything is measurable in the short term – for instance,
brand awareness, or building your reputation
Are you comfortable with this investment?

34. For Example

35. Boosting Attendance
Goal: Increase attendance at next week’s performance
Measures
• Number of views of Facebook
events (Views)
• Number of positive RSVPs
(Engagement)
• Lift in audience numbers
(conversion)
• Those who tell the box office
they heard about the event on
Tactic: Promote Event
Facebook (Conversion)
on Facebook

36. Inspiring more donations
Goal: Encourage current subscribers to donate
Measures
• Click-throughs, or number
of video views (Views)
• Number who pass on the
video (Engagement)
• Lift in donations
(conversion)
Tactic: Email a link to
a video that describes
your education work
and solicits donations

37. Changing Hearts and Minds
Goal: Rally people to support arts in the schools
Measures
• Blog subscribers
(engagement)
• Subscribers to affiliated
email list (engagement)
• Blog readers (views)
• Comments and references
Tactic: Launch a blog (engagement)
that covers arts • Those who make a call to
education news and a politician when asked
success stories (conversion)

38. Some Tools to Help You
Measure

39. There’s Lots of Methods to View Metrics
You’ll need to decide what methods work for you

40. Facebook Insights
See who’s looking and interacting with your Facebook page

41. Measuring Twitter using HootSuite
See who’s looking and interacting with your on Twitter

42. Out-of-the Box Dashboards
Automatically search a number of sites and sources
addictomatic.com socialmention.com
Paid services like Radian6, BuzzLogic, and
Neilson Buzzmetrics can help (for a price)

43. Or Create Your Own!
Subscribe to the “Feed” for each search...
Usually, look for this icon:

44. And pull it all into one place
Use a Feed Reader: iGoogle, Google Reader, Bloglines, or netVibes

45. For Example: HSUS
They’re tracking:
Their own name including acronyms,
misspellings
Current issues that people are talking about
Detractors and Competition
Prominent people in their org
From:
Google Alerts
Twitter Search
Technorati
Blogpulse
Digg
BoardReader
Filtrbox (paid monitoring service)

46. Measure To Improve Over Time

47. The Core Idea is to Keep Exploring…
What’s
working for
others? What tactics
are available
What might to me?
work
better?
What’s
working really
well already?

48. Try Things…
Experience is the only
bulletproof way to
know what will work for you.

49. Measure and Refine…
You can’t reliably
improve unless
you track and
tweak.

50. Measuring Social Media

51. Questions?