Tweet talk

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Social Media &
ROI Metrics 101

Robyn Lyn Florian
NPOchick@gmail.com
Nonprofit Communications Consultant

Rachel Peckham
(rachel.peckham@arbor.edu)
SAU Director of Online Lead
Generation

By the year 2016,
the growth of mobile social network users
is expected to reach 1.7 billion users,
a 210% increase from 2011.

Marketers need to be aware of this growth
and begin to build a strong foundation
for an effective mobile social engagement strategy
… now.
~ eMarketer

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Organizational Social Media

• Effective & efficient social media management (SMM)
system

• Social Resources to facilitate creative conversation
campus-wide via various SM channels

• Content Marketing

• Icing on the Cake: Measurement & Analytics (Metrics)

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Organizational Social Media: SMM System
• Hootsuite – Free, Pro ($5.99/mo + add. users & reports) & Enterprise
($1499/mo + add. Users & reports)
• SproutSocial – Small Biz ($39/mo for 20 channels + users), Deluxe
($59/mo for 40 channels + users) & Premium ($899/mo for unlimited
channels & 10 users)
• Hubspot – Basic (starts at $200/mo-$700/mo, depending on # of
contacts), Professional (starts at $400/mo-$3,000/mo, depending on # of
contacts) & Enterprise (starts at $700/mo-$5000/mo, depending on # of
contacts)
• Spredfast – $2,000/mo*
• Shoutlet – $12,000-$30,000/yr, depending
*estimated introductory numbers

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• Listening – monitoring organization, interaction, events
(hashtags), distinctives (key words),industry,
competition
• Publishing – automate, team assignments, schedule
posts (Facebook posts on M-W-F, Twitter on Tu-Th,
reply immediately)
• Measurement – Google Analytics, Facebook insights,
Twitter KPI; most engaging content, best day/time to
publish for your audience

Hootsuite
Free OR
Pro ($5.99/mo)
• Unlimited social profiles
• Team members
• Reporting

Be a pro … Get Pro. 

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Setting Up Hootsuite Pro
• Organize by channel or by stream – personal preference, but
schools with a large number of accounts should consider by
stream
• Set Up “Listening” Streams
• Adding YouTube & Flicker
+ Stream > Apps > Install
Suggeston: Create Multimedia Tab
and add one or both streams under one tab.
• Lists (alumni, faculty/staff, students)
• Schedule Posts
• Assign Responses to team users

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Best Practices
• Do not mix personal and organizational accounts.
• Utilize only reliable, trustworthy employees and use leveled user
roles.
• Never share passwords.

Other Apps
• Google+ - Can filter by circles to segment
posts and other activity
• LinkedIn has introduced company pages
to a select group, but will release them
in future.

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Organizational Social Media: Social Resources
The days of controlling the message at the administrative level must give
way to framing the message and equipping organizational colleagues for
multi-level distribution.

• Staff Champion
– Inspires and motivates organizational adoption of social media.
– Communicates energy and organizational personality via social media.
– Assigns content development and response responsibilities.
– Knowledgeable about various social media channels, and stays abreast of
new opportunities and changes in the industry
– Maintains a social media “idea bank” per channel (Facebook, twitter,
YouTube, etc.) ~ consider content curation
– Conducts staff training (Social Media Mondays lunches, internal brief
email inspiration, best practices, classes & webinars)

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Another Time Management Structure:

70% - What’s most important now – Facebook, Twitter, YouTube,
Flickr
20% - What’s around the corner – Google+, Foursquare, Tumblr
(Gowalla gone, bought by facebook. Instagram just bought by
facebook as well.) RESERVE Google+ shortcode at gplus.to.
10% - What’s possible in the future – Pinterest*, stake your claim on
the name

* Investment depends on industry. Retail industry – GO! 

Credit TBA

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• Technology
– Mobile devises advisable for immediacy in response
– Computers
– Social media accounts
– Video production equipment (or outsource)

• Additional Staff
– The most important, compelling content at our schools will come from our
academic departments. Establish departmental coordinators for social
media team.

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Organizational Social Media: Content Marketing

• Exposure – Brand Reach, i.e.
Impressions, Visits, Follows, Likes
• Influence – Mentions, i.e. Sharing,
Retweets
• Engagement – Actions, i.e. Click
Thrus, Responses, Lead Gen
• Conversion – Sales, i.e. Revenue,
Attendance
• Retention – Repeat Engagement
& Revenue

http://allthings.womma.org/2012/03/29/where-is-the-
social-sales-professional/

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By Preferred Channel Focus for 2012
1. Facebook (more B2C) 1. YouTube (knocking Facebook
2. Twitter (more B2B) off the top) – High ROI, but
3. LinkedIn (more B2B) more expensive
4. Blogs 2. Facebook – Best focus for
people just getting started
5. YouTube/Video
3. Twitter – Good customer service
6. Google+ channel
7. Photo Sharing (Pinterest, Flickr,
Instagram) Google+ - in part due to the Google
empire, value in Google search
~ Most Used SM Tools, Social Media Examiner
Report 2011
Pinterest, Flickr, Instagram

~ “Top 3” Areas of Focus for 2012, Social Media
Examiner Report 2011

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New Facebook Timeline
• Cover Pic
– 850 px X 315 px preferred, at least 399 px wide
– Multiple photos or one good image
– No calls to action, “Like This” or “Share This,”, discount/pricing or contact info
• Keep profile pic as company logo for icon – 180 px X 180 px
• Pin posts (contests, key content)
• Highlight posts (click star, post widens across both columns)
• Milestones (add past organizational info)
• Admin Panel / Facebook Insights
• New apps – Four show on page, including photos (doesn’t move),
change apps, app photos (111 px X 74 px), change to call to action

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By Distinctives
• Identify organizational distinctives.
SAU – “Michigan’s largest Evangelical Christian
university,” “critical participation,” “global initiatives,”
“social justice”
• Share these distinctives with colleagues in a memorable
way (on a coffee tumbler? laminated card?)
• Seek and prioritize mission-driven stories than reinforce
key distinctives.

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Utilize “writing for the web” best practices
• Scannable Text (use bold text for headings and sub-heads)
• Above-the-Fold coordination of content
• Bullet-point Lists
• 50% less text than traditional print
• Split longer articles up into multi-page series of articles
• Links to off-site resources should open in a new window so they don’t
leave your site. Links to on-site content should open in same window.

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• One Voice/Personality
– Personality (think cocktail party, without the alcohol, of course ),
Authenticity & One Voice
• Content Publishing Map
– Use a content calendar to schedule production and posting of social
media posts throughout the week
– Requires quality, intentionally-framed content plus time- and event-
responsive content
• Outsourcing:
– Initial design and development
– Annual or bi-annual consulting on strategies, analytics, content and up-to-
date information

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5 Love Languages of Community Engagement
• Words of affirmation: How you say things in the social space is very
important. [Encourage, support, value others.]
• Quality time: Reply to comments on posts and walls. Spend quality time in
the spaces that are important to your community.
• Receiving gifts: It doesn't have to be a big gift, but it should be special, i.e.
offer timeline cover photos for people to put on their timeline.
• Acts of service: [Provide valuable, helpful content.]
• Physical touch: How can we create a personality so that our audience feels
they know us?

~ Adapted from “Don't Be Afraid of Community Engagement” by Robin Smail, Disruptive
Technologist at Penn State University, #edugurusummit based on 5 Love Languages by Gary Smalley

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Social Media Resources: Content

• Hootsuite Blog
http://blog.hootsuite.com/
• Mashable: Social Media
http://mashable.com/social-media/
• Social Media Examiner
http://www.socialmediaexaminer.com/
• SalesForces’ Radian6 (free resources)
http://www.radian6.com/resources/
• HubSpot Marketing Resources (free webinars)
http://www.hubspot.com/marketing-resources/

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Social Media Resources: Content

101 Social Media Tactics for
Nonprofits: A Field Guide
http://www.101socialmediat
actics.com/

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The Icing on the Cake: Social Metrics

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• How do you know your social media strategy
is working?

• Take your content to the next level by
applying social analytics.

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In and of themselves, they
don’t mean much,

BUT
When you chart their
history, they can be a
powerful tool to measure
your performance!

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Social Metrics: Beginning Metrics

• Retweets The number of retweets you had this month is
great, but chart your retweets over time to measure the
success of your strategy.

• Likes By the same token, charting your Facebook page
or post likes over the course of time can help to see what
kind of content is most effective, and tracking the
progression of “friends” can tell you your reputation.

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Social Metrics: Align Your Analytics With Your
Business Objectives to Develop Key
Performance Indicators (KPI’s)

So what’s your objective in social media?
• Dialog
• Promote Advocacy
• Support
• Innovation

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Business Objectives to Develop KPI’s

Dialog
• Engagement
• Reach

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Promote Advocacy
• Influence
• Impact

Klout measures your social
influence online.

My goal is to increase the topics I
am influential about to include more
marketing/information science.

This particular score is because I
do more personal things on
Facebook and am moving a more
professional presence to Twitter.

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Support
• Repeat Contact Rate (Total contacts / Total issues)
• Resolution Time (average in a spreadsheet)
• Satisfaction Score (survey after resolution)

This will be more effective with paid CRM and knowledgebase
solutions. However, you can start tracking support issues seen
through social media and log the process with a spreadsheet.

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Innovation
• Topic Trends

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Social Metrics

Now get out there and publish!
• Conceive your campaign.
• Write/design your creative.
• Publish landing pages.
• Create tracking code using Google URL Builder.
• Use the appended URL when you publish to social
media channels for web traffic metrics.
• Use the techniques from this presentation to measure
your social presence.

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Social Media Resources: Metrics

• Social Marketing Analytics
http://www.slideshare.net/jeremiah_owyang/altimeter-report-
social-marketing-analytics
• Occam’s Razor: Best Social Media Metrics
http://www.kaushik.net/avinash/best-social-media-metrics-
conversation-amplification-applause-economic-value/
• The Brand Builder
http://thebrandbuilder.wordpress.com/
• “The 10 Social Media Metrics Your Company Should Monitor
http://socialtimes.com/social-media-metrics_b2950

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Social Media Resources: Metrics

Social Media ROI Web Analytics 2.0
www.amazon.com/Social- www.webanalytics20.com
Media-ROI-Measuring-
Organization/dp/078974741
3

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