Half My Social Media is Working, I Just Don’t Know Which Half
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Your communities are growing online but how do you track engagement over time? Which of your posts are most effective? Lyndal Cairns shared how to get smarter with social media analytics, building tracking into your everyday work and sticking to your goals, using the free and low-cost tools you already use. Participants will come away with an understanding of how smarter tracking can support their mission, plus access to tools that will take the pain out of reporting.
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Half My Social Media is Working, I Just Don’t Know Which Half
- 2. About San Francisco AIDS Foundation • 16,000 clients a year for HIV and STI screenings • HIV prevention programs • Care programs for people living with HIV • Education and advocacy About Lyndal Cairns • Social Media Manager, San Francisco AIDS Foundation • Let’s connect: about.me/LyndalCairns • This presentation, other resources: LyndalCairns.wordpress.com/SM4NP
- 4. GROWTH GOALS I want to… • Grow my social media community Social media follower/fan counts • Increase the reach of my messages Network mapping, website analytics, mentions • Increase engagement with my messages Comments, shares, surveys, social listening • Build my email/SMS list Subscription numbers, website analytics funnel data
- 5. ADVOCACY GOALS I want to… • Gauge understanding of an issue Social listening, surveys, qualitative research • Plot capacity for change Petitions, campaign newsletter/page signups • Find influencers in my field Influence mapping, link tracking • Lead the discussion on this issue Social listening, content popularity, SEO, media coverage
- 6. MONEY GOALS I want to… • Gauge donor capacity CRM data, surveys, social listening • Track event registrations Funnel abandonment, event Facebook pages, web visits • Measure exposure (for partnerships and grants) Email signups, event attendees, website analytics • Calculate return on Investment Staff time, ad spend, Google grants
- 7. UNDERSTANDING YOUR VISITORS • Build funnels that lead to that sweet spot • Look for opportunities to build connection • Retarget for deeper engagement WHAT YOUR VISITORS WANT FROM YOUR WEBSITE WHAT YOU WANT YOUR WEB VISITORS TO DO
- 8. TRACKING URLS • Google URL builder • Your CRM’s tracking systems • Link shorteners – track even external links POWER TOOL Google URL builder http://www.sfaf.org ?utm_source=Twitter &utm_medium=SFAF &utm_campaign=pears
- 9. POWER TOOL Social tracking spreadsheet
- 11. DATA IS VALUABLE FOR BUILDING PARTNERSHIPS
- 12. GET BETTER INSIGHTS • Get the most out of your analytics • Use power tools, like Facebook’s Power Editor • Compare apples with apples • Know your CPM and CPC • Don’t forget organic • Engage third-party tools POWER TOOL FollowerWonk
- 13. TESTING BEST PRACTICE • Keep your eye on the prize (and don’t get distracted by shiny, new tools) • Bring your web lead with you • Try to understand the technology • Ask yourself: What could an A/B split tell me? • Track separately, and report as you go POWER TOOL Tracking spreadsheet
- 14. REPORTING BASICS • Develop your goals • Find your baseline • Use the right metrics to back up your goals
- 15. REPORTING – KEEPING YOURSELF SANE • Schedule reporting at least once a month • Be proud! • Make it visual • Use your learnings to tweak your strategy
- 16. BURNING QUESTIONS? • Let’s connect: about.me/LyndalCairns • This presentation, with links: LyndalCairns.wordpress.com/SM4NP • Learn about San Francisco AIDS Foundation: sfaf.org Creative Commons images in this presentation by Rones and timtjtim