Analysis, Benchmarks, and Campaign Conclusions - The ABCs of Social Media ROI
ABCs of Social Media ROI and Measurement
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Transcript of ABCs of Social Media ROI and Measurement
1©2009 Convio, Inc. | Page
The ABC’s of Social Media ROIJordan Viator | @jordanv
#nptweet
2©2009 Convio, Inc. | Page
Living in a Sea of Social Metrics
Your predicament: measuring the right data in an easy, scalable and
meaningful way.
3©2009 Convio, Inc. | Page
Getting Management to Understand
4©2009 Convio, Inc. | Page
Not Spending a Fortune on Extravagant Technology and Analysis
5©2009 Convio, Inc. | Page
• Analytics
• Benchmarks
• Conclusions
Remember Your ABCs…
6©2009 Convio, Inc. | Page
Analytics
Deciding on the right metrics to track is the crucial first step.
7©2009 Convio, Inc. | Page
Analyze the goals of your social media activities and decide what metrics to measure based on these.
nalyze
Always start small with metrics, tracking only 10-20. You can always add later, but start small to set yourself up for success and make the process
less overwhelming.
8©2009 Convio, Inc. | Page
Allot the right tools to help you collect these metrics that make the process as simple and least time consuming as possible.
llot
Automate the data collecting by using available tools to help gather information. Find the right tools and sign up for notifications.
Click Throughs
Facebook Engagement
Number of Twitter
Followers
9©2009 Convio, Inc. | Page
Assign the right resources to pull the raw data.
ssign
Any number of people internally can own, not just the social practitioner. If time and numbers are intimidating or hard to collect, consider help from an
intern or web manager.
10©2009 Convio, Inc. | Page
Benchmarks
Taking your raw metrics and reporting them in a comparative way.
11©2009 Convio, Inc. | Page
Begin making a master report that is the central repository for all social metrics.
egin
Build updates into your routine, updating the report at the same time each week or month. Schedule this on a calendar to not lose track.
12©2009 Convio, Inc. | Page
Baseline your activity metrics to provide a starting point for reference when comparing and analyzing activity in the future.
aseline
Brace yourself for reality that numbers don’t skyrocket over night. As with any other tactic, TLC is needed to build a truly successful social presence.
13©2009 Convio, Inc. | Page
Broaden benchmark metrics once you feel comfortable with reporting, ongoing activity and preliminary success.
roaden
Based on the expansion of activity, social tools and technology integration, new metrics should be added periodically as needed.
Advanced metrics
Donations sourced
Number of new emails sourced
14©2009 Convio, Inc. | Page
Conclusions
Taking the raw data, benchmarks and trends and drawing meaningful conclusions.
15©2009 Convio, Inc. | Page
Compare anomalies, spikes in engagement and other data to the content and/or events that drove the result.
ompare
Causation of these events can help replicate successful activity for future activity.
What helped spike web traffic from Twitter?
What Twitter content drove the surge
in click throughs?
16©2009 Convio, Inc. | Page
Cluster together similar tactics such as Tweets, blog posts, mentions, Facebook posts to determine trends
luster
Concluding what messaging, content types and people drive the most success can help greatly improve and inform your social plans and tactics
over time.
Who is helping advocate most for your brand?
What type of content drives the most mentions?
17©2009 Convio, Inc. | Page
Continue the evolution of your programs by gathering as much actionable data as possible – information that helps your organization make better decisions.
ontinue
Contrast to older channels, there are no pre-defined testing methodologies for social media. Gathering “actionable” data fosters ongoing testing for your
activity.
18©2009 Convio, Inc. | Page
Best Practices
www.connectioncafe.com
www.convio.com/blogging
www.convio.com/twitter
www.convio.com/youtube
www.convio.com/facebook
www.bethkanter.org
www.wearemedia.org
www.mashable.com
Metrics & Measurement
Sredfast managing presence. metrics
Tweetdeck managing presence, search
Addictomatic & Social Mention search, mentions
Technorati blog linkbacks, rank
Facebook Insights Facebook engagement
Bit.ly click through tracking, conversions
Twitalyzer Twitter retweets, community info
Klout Twitter influencers, types of users
Nonprofit Resource Toolbox
19©2009 Convio, Inc. | Page
Questions?
#NPTWEET