Framing Session Metrics

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Copyright ©2008 Care2, Inc. All rights reserved 06/14/22 1 One Thing I Wish I Had Known: Metrics with Samer Rabadi Social Tech Training 10 km 0 km

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By Samer Rabadi

Transcript of Framing Session Metrics

Page 1: Framing Session Metrics

Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 1

One Thing I Wish I Had Known: Metrics

withSamer Rabadi

Social Tech Training

10 km

0 km

Page 2: Framing Session Metrics

Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 2

A Simple Question

How do you know the Widget is worth your time and effort?

Imperial Metrics

• intuitive• visionary• arbitrary• reckless

factual planned

mechanistic soulless

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Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 3

Shiny Object Syndrome

The Next Big iThing!™

•No one wants to get left behind

•Jumping the bandwagon, maybe going nowhere

For example:

•Second Life

•Facebook (for donations)

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Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 4

The Starting Line

What is your organizations goal for engaging in Social Media?

• Who is your target?

• What action do you want them to take?

Know where you’re headed—otherwise just running aimlessly

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Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 5

“Not All Who Wander Are Lost”

If you don’t have goals, then can’t know if succeeding

• Diagnose what's working and not working

• Compare versus others working in your issue area

“But it sure helps to have a map!”

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The S.M.A.R.T. Runner

The same rules apply:

S – specific

M – measureable

A – attainable

R – realistic

T – timely

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Measurement

Is it?• Awareness• Loyalty• Relationship building• Brand Creation• Donations• Advocacy• Persuasion• Event attendance• Sales.• Etc., etc., etc. …

How do define success once you have a goal?

Problem:

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Measurement, Part II

More problems:• Success might not have a value• Multiple campaigns, i.e. the source of benefit?

Use proxies/signals of success:• Awareness study• Net Promoter Score (NPS)• Referrals• Friends, fans, follows• What your boss wants!

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Measurement, Part III

One way to measure:

Determine the cost of equivalent benefits

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“Free Running”

“Not quite!”

Just because social media is free or low-cost, don’t assume that any benefit is a net gain

Not magic:• Staff time• Opportunity cost

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Running the ROI

RETURN ON INVESTMENT (ROI):the value of a benefit divided by what you spent to get it

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Running the ROI, Part II

Social Network Calculator:

http://www.frogloop.com/social-network-calculator

Email is easy—just look at open, click, conversion rates

For everything else, there’s Frogloop

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Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 13

Running the ROI, Part III

Social Network Calculator:• Calculate estimate of cost and ROI for the efforts of staff in social networking sites like Facebook or MySpace

• Works like an online mortgage calculator

• Enter the starting assumptions in the yellow boxes and the tool calculates results automatically

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Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 14

Running the ROI, Part IV

The last mile:

Are you being as effective or more effective using these tools rather than other tools?*

* Laying the groundwork for future effectiveness is also important

Page 15: Framing Session Metrics

Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 15

The Breakdown

ROIIs the benefit worth the cost?

Useful for:

• promoting/justifying projects internally

• knowing when projects need to be tweaked

• killing unproductive, vanity projects

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Copyright ©2008 Care2, Inc. All rights reserved 04/12/23 16

Samer RabadiSenior Campaign Manager—Care2.com

[email protected]://www.care2.com

Twitter: 3seed

Fin*

* The presenter hopes that the return is good for those investing the time and resources to attend this session.