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Show Social Media Return: Measure What Matters
By Danielle Brigida U.S. Fish and Wildlife Service
@starfocus or @usfws
I’m a Wildlife and Technology Geek
Common Response to Social Measurement
Using Data to Inform Decisions Do you have access to web analytics?
Do you regularly share stats?
Address What’s in Your Strategy
Image: Flickr / Iowa Red Bulls
• Identify audience
• Specific goals
• Capacity/Time
• Outreach plan
• Long-term plan
Not So Sexy Things to Remember
• Identify your objectives
• Do your homework: what tools, messages and content work best?
• Collect Information can inform how to CHANGE future behavior
Image: Tom Koerner, USFWS
Listen, Communicate, Create, Track Time on Social Media
Listening
Communicating
Creating/Experimenting
Tracking
30%
30%
25%
15%
Set Measurement Goals – Then Track
source: Metricsman.wordpress.com
Measurement
Breaking Down Measurement
• Distribution: fans, followers, mentions, reach
• Interaction: sharing, pageviews, reviews
• Influence: sentiment, brand evangelists
• Action: conversions, lead cost, sales
• Internal: blog posts, presentations, tweets
Measuring Types of Social Media
Owned Your Branded
Presences
Earned Organic Shares and Posts
Paid Social
Advertising
Owned Social Media The Impact of Your Accounts
Facebook Insights
Overview
Performance by Post
Facebook Insights: Referrers
Exporting Data by Post or Page Level
What Can Facebook Insights Really Inform?
• Top shareable content – what works, what should you produce more of?
• What is your current active audience?
• Where are there growth opportunities?
But there’s still more qualitative information to track:
Platform Analytics: Twitter Analytics.twitter.com
By Tweet
Audience Information https://analytics.twitter.com
Platform Analytics: Pinterest
Platform Analytics: LinkedIn Company
Page
Measuring Earned Social Media
• Shared Content: Sharethis, Addthis
• Web Analytics: Google, SiteCatalyst
• Google: Trackbacks, Links
• RSS Reader: Feedly
• Mentions: SumAll, Social Mention
So Many Free/Paid Tools To Investigate
• Keyhole • Bit.ly • Social Mention • Buffer • Hootsuite • Followerwonk • SumAll • Google Analytics
Google Analytics: Learn Top Content From Social Media
Explore Google Trackbacks
Remember listening?
Measuring and Tracking on Instagram
• Iconosquare
• Tagboard
• Hashatit
• Search Location
Explore Google Add-ons and Scripts
Crowdbooster Shows Devoted Supporters
BuzzSumo: See Popular Content on a Site
Tagboard – search hashtags
Understand Audience Behaviors
Collect Qualitative Data That Informs Your Strategy
Reporting Crimes
Advocacy Requests
Identify Possibilities to Engage in a Meaningful Way
Use Content Build Mutual Relationships
Tell a Story with Your Data
A Good Measurement Plan Inspires Action
Revisits Your Goals:
Improving Reputation
Combines Available Measurement Tactics:
Social Analytics and
Web Analytics
Uses Qualitative and Quantitative Information:
Comments and
Increased Shares
General Geekiness
• Build off automated reports whenever possible
• Export Data to play if you’re comfortable with spreadsheets
• Follow blogs and reports that discuss web and social metrics and techniques
Collaborate Across Regions and Programs
Quarterly Report Campaign Specific Report
Analyze Don’t Regurgitate
• Pick metrics to measure ahead of time • Evaluate over time • Identify anomalies • Tell a story with your data • Track metrics that matter
Figure that if it puts you to sleep…
You’re not measuring anything.
Pick Sections of Your Report That Make Sense
• Growth – (example mobile and multiplatform) • Change in Behavior • Relationship Building • Hot Button Issues • Next Steps • Fundraising Success • Business Goals Met
Integrate the Web Metrics with Offline Wins
source: Metricsman.wordpress.com
Sample Quarterly Report Breakdown
• Reach • Engagement • Traffic from Social • Revenue • Lessons Learned • Trends/Industry News • Tips of the Quarter • Mentions of Social Media
Just Remember: Good Measurement Leads to Action
• Don’t stop at measuring what’s easy • Ask tough questions • Learn tool capability and experiment
Questions?
Danielle Brigida
National Social Media Manager
U.S. Fish and Wildlife Service
@USFWS or @starfocus
danielle_brigida@fws.gov Judy N, Flickr
Let’s Work Together To Put Together a Sample Report
Image: Flickr / Iowa Red Bulls
• Identify audience
• Specific goals
• Tools to Use
• Frequency
• Long-term plan
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