Measuring Social Media: Assessing Your Impact

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<p> 1. Measuring Social Media: Assessing Your Impact Kelli Hansen Special Collections &amp; Rare Books University of Missouri Libraries hansenkb@missouri.edu | @BiblioKelli 2. Social media is not a numbers game. Its a conversation. conversation by Chris Blakeley CC BY-NC-ND 2.0 via Flickr. https://www.flickr.com/photos/csb13/4387566462 3. Start with a Goal Soccer Goal (Front) by laffy4k CC BY 2.0 via Flickr. https://www.flickr.com/photos/laffy4k/4564776861 4. 001_365_01.01.2013 by Paula Naugle CC BY-NC-SA 2.0 via Flickr. https://www.flickr.com/photos/plnaugle/8334714234 Specific. Who? What? Where? Measurable. How many or how much? Attainable. Is this realistic? Relevant. Why? Time-bound. When? 5. Goal SMART Goal Make connections with students. During the 2015 fall semester, we will tweet four times per day using images and hashtags to increase our local following by 10%. Promote services and events. We will promote our services and events this month by making 2-3 Twitter and Facebook posts for each specific event or service. Increase awareness of our librarys collections. We aim to see a 15% growth in referrals to our website from social media by posting digitized images and links 3-5 times per week during the 2015-2016 academic year. 6. SMART Goal Measure During the 2015 fall semester, we will tweet four times per day using images and hashtags to increase our local following by 10%. Post frequency and timing Follower interests Follower growth Follower locations We will promote our services and events this month by making 2-3 Twitter and Facebook posts per week with links to each specific event or service. Engagement rates Post frequency and timing Reach Referrals We aim to see a 15% growth in referrals to our website from social media by tweeting digitized images and links 3-5 times per week during the 2015-2016 academic year. Website referrals Post frequency and timing Retweet rate Let your measurements fit your goals. 7. Terminology Defined dictionary definition: work by Jeffrey Cuvillier, CC BY-NC-SA 2.0 via Flickr. https://www.flickr.com/photos/jaboney/390315232 8. Analytics terminology Reach = the number of people who could have seen your post, tweet, status update, etc. Organic reach (on Facebook) = the number of unique people who saw your unsponsored post Impressions = the aggregate number of times your piece of content shows up on a screen. Engagement = clicks, likes, shares, retweets, or other interactions with your posts Engagement rates are calculated differently across different platforms 9. Referrals = the number of people who end up on your website from a specific link source KPI = Key Performance Indicator. The metric that best shows how well youre meeting your goals. Conversion rate = the percentage of users who do what youre hoping theyll do (e.g. register for your workshop, access your LibGuide, or check out your new books) Leads = potential customers. Or, in our world, potential library advocates. MORE: 57 Basic Marketing Analytics Terms Everyone Should Know by Rachel Sprung, HubSpot Blogs, Feb. 6, 2015. http://blog.hubspot.com/marketing/hubspot-google-analytics- glossary Analytics terminology 10. SMART Goal Measure During the 2015 fall semester, we will tweet four times per day using images and hashtags to increase our local following by 10%. Post frequency and timing Follower interests Follower growth Follower locations We will promote our services and events this month by making 2-3 Twitter and Facebook posts per week with links to each specific event or service. Engagement rates Post frequency and timing Reach Referrals We aim to see a 15% growth in referrals to our website from social media by tweeting digitized images and links 3-5 times per week during the 2015-2016 academic year. Website referrals Post frequency and timing Retweet rate Whats your KPI? 11. SMART Goal Measure During the 2015 fall semester, we will tweet four times per day using images and hashtags to increase our local following by 10%. Post frequency and timing Follower interests Follower growth Follower locations We will promote our services and events this month by making 2-3 Twitter and Facebook posts per week with links to each specific event or service. Engagement rates Post frequency and timing Reach Referrals We aim to see a 15% growth in referrals to our website from social media by tweeting digitized images and links 3-5 times per week during the 2015-2016 academic year. Website referrals Post frequency and timing Retweet rate Whats your KPI? 12. Vanity Metrics Barbie Vanity by deborah is lola CC BY-NC-SA 2.0 via Flickr. https://www.flickr.com/photos/deborah-is-lola/6352245598 Follower counts Raw numbers of likes and shares Hits Page views Visits Time on site, etc. 13. Vanity Metrics Vanity metrics make you feel good, but they dont offer clear guidance for what to do. -Eric Ries Barbie Vanity by deborah is lola CC BY-NC-SA 2.0 via Flickr. https://www.flickr.com/photos/deborah-is-lola/6352245598 14. Market Research: Know Your Platforms Platform Nine and Three Quarters by jillyspoon, CC-BY 2.0 via Flickr. https://www.flickr.com/photos/17516529@N00/10122995635 15. Adapt your message to fit the platforms personality. 16. Who is out there? All Internet Users 0 20 40 60 80 100 18-29 30-49 50-64 Percentage by Age 0 20 40 60 80 100 18-29 30-49 50-64 Percentage by Age Source: Maeve Duggan, et al. Demographics of Key Social Networking Platforms. Pew Research Center, January 9, 2015. http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/ All Internet Users 17. Who is out there? All Internet Users 0 20 40 60 80 100 18-29 30-49 50-64 Percentage by Age All Internet Users 0 20 40 60 80 100 18-29 30-49 50-64 Percentage by Age Source: Irfan Ahmad, #SocialMedia 2014: User Demographics For Facebook, Twitter, Instagram and Pinterest - #infographic Digital Information World, October 13, 2014. http://www.digitalinformationworld.com/2014/10/social-media-user-demographics-linkedin-tumblr-facebook-and-more-infographic.html 18. Dont count out the little guys. Headline and left graph: http://techcrunch.com/2014/11/25/tumblr-overtakes-instagram-as-fastest-growing-social-platform-snapchat-is-the-fastest-growing-app/ Right graph: Omar Akhtar, Tumblr is the fastest growing social network of 2014, The Hub, November 24, 2014. http://www.thehubcomms.com/social-media/tumblr-is-the-fastest-growing-social-network-of- 2014/article/385342/ 19. How often to post? Platform Frequency Facebook 1-2 posts per day Posting infrequently loses connection with your audience; posting more than twice per day is annoying. Twitter 3-4 tweets per day Engagement decreases after the third tweet. Instagram 1-2 posts per day But theres no drop in engagement if you post more. Blogs 2 times per week Companies that increase blogging from 3-5X/month to 6-8X/month almost double their leads. Source: Kevan Lee, Infographic: How Often Should You Post on Social Media? See the Most Popular Research and Tips. BufferSocial, February 25, 2015. https://blog.bufferapp.com/how-often-post-social-media 20. What time to post? Platform Best Time Worst Time Facebook 1:00 4:00 pm After 8:00 pm, before 8:00 am Twitter 1:00 3:00 pm After 8:00 pm, before 9:00 am Instagram 5:00 pm, 8:00 11:00 pm / 12:00 4:00 am Around 9:00 am and 6:00 pm Tumblr 7:00 10:00 pm Before 4:00 pm Pinterest Saturday mornings Monday-Friday, 8:00-5:00 Sources: Rachel Gillett, The Best (and Worst) Times to Post on Social Media (Infographic). FastCompany, Sept. 25, 2014. http://www.fastcompany.com/3036184/how-to-be-a-success-at-everything/the-best-and-worst-times-to-post-on-social-media- infograph; Damon Beres, Heres the Best Time to Post a Photo on Instagram, The Huffington Post, Feb. 26, 2015. http://www.huffingtonpost.com/2015/02/25/get-instagram-likes_n_6751614.html It depends on your audience! 21. Platforms with free, built-in analytics Platforms without free, built-in analytics (paid only) A few analytics for free, most for a fee What can you track? 22. Where to find the data Data by aNto, CC BY-NC-SA 2.0 via Flickr. https://www.flickr.com/photos/dia-a-dia/7046151669 23. Facebook Insights 24. analytics.twitter.com 25. followerwonk.com 26. sumall.com 27. app.cyfe.com 28. iconosquare.com 29. Scheduling Apps 30. Google Analytics 31. Growth and Engagement First Tomato Seedling of 2010 by Chlots Run, CC BY-NC-SA 2.0 via Flickr. https://www.flickr.com/photos/chiotsrun/4472671089 32. Facebook gives you lots of analytics. Not all are useful. Look for growth over time, not a specific number. Page Likes What does this graph tell you? 33. Twitter gives you lots of analytics. They might be useful in context. Is this good or bad? 34. Download your data and create your own tracking spreadsheet. 35. Understand Your Audience 36. Understand your audience: When and where 37. Understand your audience: Demographics Conclusion: Facebook is not where we are reaching students. 38. Understand your audience: Are they on Twitter? 39. Understand your audience: Best times to post 40. Understand your audience: Location 41. Understand your audience: Interests 42. Understand your audience: Location and Interests 43. What do high-engagement tweets have in common? Photos, meaningful hash tags, calls to action, and appeals to specific communities. 44. What are ingredients for reach and engagement? Unique and shareable tidbits Thought-provoking news articles Local interests 45. Accept that you might not be able to increase your reach (unless you pay). 46. 1.Where is your audience? 2.When are they online? 3.How often do you have time to post? 4.Which platforms best fit your goals? 47. Thanks! Questions? Kelli Hansen hansenkb@missouri.edu | @BiblioKelli </p>