Measuring what Matters: Do-It-Yourself Analytics
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Syed khalid Jamal, Digital communications Manager, U.S. Department of State’s Education USA Program We all know we’re supposed to review digital metrics and make changes accordingly. But how many of us brush over metrics when we get busy? Or aren’t sure what to do with the data once we have it? Syed will review simple ways to gather meaningful metrics with mini- mal effort -- and offer suggestions on implementing actionable changes.
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Measuring what Matters: Do-It-Yourself Analytics
- 2. Measuring What Matters: Do-It-Yourself Analytics Syed Khalid Jamal @skjamal Why measure? What to measure? How to measure?
- 3. Why measure To: • know where you are with your efforts (ROI) • know what’s broken in your NGO • know those folks who are shouting for you
- 4. What to measure • Reach. You might want to measure the number of fans, followers, blog subscribers and other statistics to gauge the size of your community. • Engagement is measuring retweets, comments, average time on site, bounce rate, clicks, video views, white paper downloads and anything else that requires the user to engage. • Competitive data may include the brand’s “share of voice” across the web or number of competitors’ brand mentions. • Sentiment. You might want to measure the numbers of mentions with positive or negative sentiment. • Conversions. Do you want to measure social media referral traffic to the top of the sales funnel or number of sales aided by social media efforts? SocialMediaExaminer
- 5. What to measure (Key Performance Indicators) • Who is visiting/revisiting, what was the referral • What device, what time, what demographics • Who is liking/commenting/sharing, what is your popular content, what format is it. • Who is following, replying, retweeting • Who is downloading • What is being said: about you, your company, your area of work • Who is saying/doing/writing the interesting stuff
- 7. How to measure • Google alerts: Free. Will email you online mentions of keywords—for example, your organization’s name. • Google analytics: Free. Track website traffic, referral data, blog’s audience, monitor traffic to website from social media channels • Bitly.com: Free. Shortens links and tracks • Facebook insights: Free/inbuilt. Measures reach, posts, engagement among others
- 8. How to measure • HootSuite: Free/Paid. Allows you to manage social networks, sends weekly analytics reports, offers team management facility (delegating tasks, sending private messages), Can also incorporate Facebook Insights and Google analytics • Social Mention: Scans for mentions of a particular person or brand on blogs, bookmarks, social networking sites, news, video, and more
- 9. How to Measure • Keyhole.co: Allows real time tracking with #, URL. Shows reach and impressions, Lists Top sites, Most influential, Recent users. • Booshaka: Measures fan interactions. • BlogPulse: Monitors blog trends across the web, • PostRank: Offers daily engagement reports on websites or blogs • AllFacebookstats.com: Collects general Facebook page data and calculates change rates and other complicated statistics.
- 10. How to Measure More: • Twitalyzer and TweetReach • VirelHeat • Spredfast • Sprout Social • Sysomos
- 11. Here’s how they look
- 17. Knowing alone is nothing. So, keep asking • Now that I know this [information] what action does it require so that it becomes a valuable information Example: If most of your content is used via mobile, the action required would be: - Ensuring that your content is clearly seen on mobile devices - Launch your mobile app. - Etc.