A getting started basic metrics/analytics workshop at the Wisconsin State Prevention Conference, June, 2011 through the Central Regional Team for the Center for the Application of Prevention Technologies. All materials, links and resources at http://technologyinprevention.wikispaces.com
5. Learning Objectives Develop a basic understanding of social media metrics & measures View analytics examples Identify social media measurement service providers Start a basic tracking/monitoring tool & plan of action
18. Ways to measure Social Media? Analytics Content Analysis Surveys KD Paine Measuring Engagement is Just Another Term for Measuring Relationship http://bit.ly/bD28Et
20. Content Analysis B E W H OR C X E WW X U P HB K T P C W HK S H W EC R P SH O ON W VI N FLUE N CEV L B J V A U C N E N Y E H X S F L T G TV E O K A N U F C F I IF M Q A Z R N K U V E MQ I F M D I H L P W H ER E M J F L B Y E B C NJ N Q E C L G V WH A TK E S S I
39. Analytic Metrics % increase in visitors % increase in returning visitors Increase in number of different pages viewed
40. Analytic Metrics How many new subscribers/followers? How often do they visit? How long do they stay?
41. Analytic Metrics # of sessions with > 5 page views # session > 5 minutes in duration Increase in # of downloads
42. Analytic Metrics How much/often are people commenting? Ratio of visits to comments or ratings?
43. Analytic Metrics Conversation index # Retweets (Twitter) # or % Fan increases (FB) # Interactions (comments, wall posts, likes) Language, location, gender, age
44. Influence & Relationships Beyond page visits, picking up a brochure, or passing a billboard on the highway, at the end of the day what’s ultimately important is influence and relationships. --K. D. Paine
69. These things I know ... We connect, engage or become increasingly irrelevant It is our conversations .. that really matter. We have the tools. A change in our analog “thinking” is required. The way we do our work is changing.
70. "Social media isn’t just about new widgets and gadgets ... It’s about a rapidly evolving culture, and a fundamental shift in communications, community building and decision making. To succeed in the 21st century, you need to know what this is all about, and how you can align your work in this new era." --Lisa Colton, Darim
71. Resources & References Kelsey Rugerhttp://www.slideshare.net/themoleskin/social-media-measurement Beth Kanter Listening for NonProfits in a Connected World at http://www.slideshare.net/kanter/listening-for-nonprofits-in-a-digital-world WeAreMediahttp://www.wearemedia.org/Tactical+Track+Module+1 KD Paine Measuring Engagement is Just Another Term for Measuring Relationship http://bit.ly/bD28Et Measuring Public Relationships from Amazon http://bit.ly/arZMHw Laura Quinn, Idealwarehttp://www.idealware.org/articles/
72. Sources to Learn More Webinars and Video Idealware webinars http://idealware.org/online-training Charity How-to http://charityhowto.com/ Books Paine, K. (2007). Measuring Public Relationships: The Data-Driven Communicator’s Guide to Success Paine, K. (2011). Measure What Matters: Online Tools for Understanding customers, Social Media, Engagement and Key Relationships