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Social Media Boot Camp: Measuring Your Impact

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See3 Communications
See3 Communications

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.

Médias sociaux
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Flickrphoto:LeoL30 Measuring Social Media SuccessPresented 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 Flickr:Nicholassweetenough
Focus Sharing Measurement Discussion
Focus How can I define and create measurable outcomes? How can I make data-informed decisions? Flickrphoto:prawnpie
Measurable Set a GOAL Define OBJECTIVE Try STRATEGIES & TACTICS MEASURE progress ADJUST Flickrphoto:prawnpie
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 Flickr:NatalieMaynor
What Is Your Measureable Objective? Flickr:Stratogen
Sharing
Embedded Sharing
Monthly Report Quarterly Review Editorial Calendar Culture of Content Generation Flickrphoto:See-mingLee Toolbox
Top Content Website Page Visits Email Clicks Social Media Engagement Review Trends Quarterly Flickrphoto:See-mingLee 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
WebsiteSocial
Email
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 Flickrphoto:LeoL30
Resources
Question & Discussion Ideas for Experiments Your Experiences Organizational Capacity Tools Metrics www.davidarmano.com
All Images: Flickr - Creative Commons License

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