Post on 14-Jun-2015
description
Measuring Social Media Success for Arts Nonprofits
Presented by John Kenyon
November, 2014
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Review – June Session
Email + Website + Social Media Integration
Conversation
Content
Small Experiments
Consistency Across Channels
NOT a Megaphone
Mobile
Mobile (Responsive) Website
Emails Mobile Optimized
Start Collecting Mobile
Numbers
Toolbox
Your Metrics
SMART Objectives
Interpreting
Content
Culture of Content Generation
Editorial Calendar
Monthly Report
Quarterly Review
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Toolbox
Editorial Calendar
http://www.lightboxcollaborative.com/2014-editorial-calendar
Content
Management Support
Coaching & Feedback
Clear Assignments – Tie to Editorial Calendar
Nagging
Content Generation Culture
Write Down Two Content Ideas
Content Generation
Many Contributors
More of the content that is popular/ less that is not
“Behind the Scenes”
Community Discussion
Experimenting
Top Content
Unique Website Visits
Email Clicks
Social Media Engagement
Report Monthly, Review Trends
Quarterly
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Monthly Report
Track website, email + social media metrics
Applause Rate – FB Likes, Twitter Favorites
Conversation Rate – FB Comments, Tw Replies
Amplification Rate – FB Shares, Tw Retweets
Analysis Categories
Measureable Objective
SMART Objectives
X Number of Posts get CommentsX Number of Comments per PostX Number of Posts Shared
Can be number, % increase, other
What Is OneMeasureable Objective?
For WhichAudience?
Write Alone, Save
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Top Content
Unique Website Visits
Email Clicks by Category
Social Media Engagement
Review Trends Quarterly
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Monthly Report
Website
WebsiteSocial Hub
Tracking Sharing
analytics.twitter.com
Your Own Metrics are More Important
Interesting to Compare
No True Industry-Wide Benchmark
Metrics
Focus on what content is popular/not
Review quarterly, adjust strategy & goals
Set benchmarks, try tactics to get there
Walking Debrief
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Your Objective
Your Audience
How Will You Measure That?
Review
Quarterly Review
Trends not Snapshots
Benchmark
Experiment
Content Creation
Trying New Things!
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Resources
Question & Discussion
Ideas for Experiments
Your Experiences
Organizational Capacity
Tools
Metricswww.davidarmano.com
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