measuring engagement on social media
TRANSCRIPT
Bertie Bosrédon*
*/bow-ray-dom/ http://bertie.fr [email protected]
CharityComms 27 March 2013
Measuring
engagement on
social media
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
*
About me
BHF
Breast Cancer Care
Freelance
Associate, partner
Amnesty International, Scope,
Samaritans, Christian Aid,
International Tibet Network,
CharityComms
Podcast, teaching…
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
CMS
CRM Donors | Events | Members
Stakeholders | etc.
Media Political contact
s
Campaigning tool
Campaign emails Petitions
MPs
Off-line capture
DM agency
Email Service Provider
Retail
Research
HR Volun-teers
Finance
Text donation
Donations RG Donations SG Events …
Charity digital landscape
Social Media Monitoring Broadcasting
Survey
It’s complicated…
Intranet
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
*
Owned media
Website
Email newsletter
Third party
Mobile
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
*
Bought media
Search
Banners
Cold list
Affiliate
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
*
Earned media
Social Media
Online PR
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Source: http://www.fanalyzer.co.uk
35-65+
37.1%
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Every month, in the UK
184 million hours watching
YouTube, average session
20 minutes
2nd biggest search engine
Source:http://www.newmediatrendwatch.com
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Source: http://www.guardian.co.uk/technology/2012/may/15/twitter-uk-users-10m
Twitter has over
200 million users
UK 26 million
80% mobile access
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
*
100 million users
UK 11 million
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Source: http://www.experian.com
Pinterest is the fastest growing
social media site
2028% increase registrations
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
11 million users
been there done that
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
*
After 3 weeks
2,324 videos/hour
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
http://storify.com/londonkirsty/i-heard-it-on-the-grape-vine
WARNING
The following slide contains partial nudity
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Source: http://www.guardian.co.uk/voluntary-sector-network/2012/oct/09/practical-guide-started-social-media
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
*
Setting up objectives
Increasing pages views
Increasing visits
Increasing visitors
Reducing bounce rate
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
*
Charity
benchmark 15 digital specialists
Metrics
Rule
Measurable
Comparable
Meaningful
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
* Example of metrics
Social Media Number of followers
on main Twitter account
Number of fans on main Facebook
Percentage of traffic from social
media
Percentage of traffic from Facebook
Percentage of traffic from Twitter
Number of new followers on X
Number of information questions to
Twitter account
Number of information questions to
Facebook page
Number of information questions to X
Number of offline acquisitions with
social media source
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
*
Tools
Sprout Social
Hootsuite
Radian 6
Hubspot
…
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
Bertie Bosrédon* http://bertie.fr . [email protected] */bow-ray-dom/
