Social Media Boot Camp: Measuring Your Impact
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Flickr photo: LeoL30 Measuring Social Media Success Presented by John Kenyon
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In this presentation, social media expert John Kenyon shares tools and tricks for simple tracking and analysis to ensure that your social media program and campaign aren't just engaging — but also generate measurable impact for nonprofit organizations.
Transcript of Social Media Boot Camp: Measuring Your Impact
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Measuring Social Media Success Presented by John Kenyon
1. I have defined goals for social media
2. I regularly measure progress towards my
goals
3. I use data to decide future activity
Polls
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Focus
Sharing
Measurement
Discussion
Focus
How can I define and create measurable outcomes?
How can I make data-informed decisions?
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Measurable
Set a GOAL
Define OBJECTIVE
Try STRATEGIES& TACTICS MEASURE progress
ADJUST Flic
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Goal
Mission – #EndHomelessness
Strategic Goal – Keep The Conversation Going
Comm Goal – Participate in existing conversations
Focus on sharing client stories
Measureable Objective
By X date:
X Number of Posts with Comments
X Number of Comments per Post
X Number of Posts Shared
Can be number, % increase, other
Strategies | Tactics
Client-centered storytelling
Mine data on past activity for what works,do more of that
Focus content - Content theme by month
Include visuals, request to share
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What Is YourMeasureable Objective?
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Str
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Sharing
Embedded Sharing
Monthly Report
Quarterly Review
Editorial Calendar
Culture of Content Generation
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Toolbox
Top Content
Website Page Visits
Email Clicks
Social Media Engagement
Review Trends Quarterly
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Monthly Report
Editorial Calendar
http://www.lightboxcollaborative.com/2014-editorial-calendar
Content
Track website, email + social media metrics
Metrics
Focus on what content is popular/not
Review quarterly, adjust strategy & goals
Set benchmarks, try tactics to get there
Website
Website
Social
analytics.twitter.com
Your Own Metrics are More Important
Interesting to Compare
No True Industry-Wide Benchmark
How do you track metrics?
How might you do it differently moving forward?
Reflection
Advanced Metrics:Return on Effort
Traffic, Social Hub
Content Quality/Relevance
Share of Voice
Community Size/Engagement
Sentiment
Coaching Session 3/26
Gather Baseline Data
Pick an Objective
Choose Strategy & Tactics
We’ll discuss on the call
Template
Review
Sharing
Tracking
Quarterly Review
Trends not Snapshots
Benchmark
Evaluate
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Resources
Question & Discussion
Ideas for Experiments
Your Experiences
Organizational Capacity
Tools
Metricswww.davidarmano.com
All Images: Flickr - Creative Commons License
