metrics, measures & models: forum 2010

Metrics,

for Social Media

Measures &Models

CADCA Leadership Forum XXFebruary 8-11, 2010

. . . from road trips

What can we learnabout Social

Media

GPS

Just ask

Just ASK!

Learning ObjectivesLearning

Objectives•Develop a basic understanding

of social media metrics, measures and models

•Develop a start-up tracking/monitoring tool and plan of action

•Identify a set of tools to support tracking and measuring social media

What What isisSocial Media?Social Media?

Source: http://www.flickr.com/photos/dmswart/1003713064/ Used with permission

Poll EverywhereIntroducing

Test Poll

45546 andyour first name

Text to: 99503

45546 Carl

Does your Coalition have a website or blog?•Website 16733•Blog 18057•Both 18108•Neither 9816

Text to: 99503

Your numberchoice here

How do you measure social media?

•Analytics 23454•Surveys 23463•Paid Service 23367•Observations/stories 23368•Not yet 15570

Text to: 99503 Your number

choice here

State of the Art?State of the Art?

State of the Art?State of the Art?• Eyeballs• Clickthrough

• Hits• Impressions

While we were While we were busy ...busy ...

Shift Happened

7 Social Media 7 Social Media ShiftersShifters

Silos to Networks

Broadcast to Engage

Attend to Participate

Photo Source: http://www.flickr.com/photos/worldcafe/226864125/

Print to Multimedia

People to Content

People to People

Search

toSubscrib

e

Impressionsto Analytics

While we were While we were busy ...busy ...

The Web went Social

The Web went Social

Do you belong to an online social

network?ONDCP listserv

Do you belong to an online social network?

•Yes 13068•No 13069•Not yet13067

Text to: 99503

Your numberchoice here

Where are we Where are we now?now?

ListenListenFirst thing

Why Listen?Why Listen?Why Listen?Why Listen?

•To better serve our community

•Respond/engage our critics

•Stay on top of changes affecting what we do

•To better serve our community

•Respond/engage our critics

•Stay on top of changes affecting what we do

Source: WeAreMedia.org

What are we What are we listening for?listening for?What are we What are we listening for?listening for?

•What is being said about What is being said about us, our organization?us, our organization?

•What is being said about What is being said about our issue or topic?our issue or topic?

•Where are the Where are the conversations happening? conversations happening?

Which way are we Which way are we listening? And how?listening? And how?

The first Question?

OutsidelookingIn?

Insidelooking out?

Map your Presence

10 minutes

Search, discover, listen

Search, discover, listen

Vanity SearchVanity Search

•Organization or coalition name

•Director/Project Coordinator’s name

•Your Topic or Issue

•Notice other organizations popping up with yours on first page of search

•Use alternative search engines e.g. blogs, twitter

Source: WeAreMedia.org

RSS

RSS

Follow/Track/Respond

What are we listening What are we listening for?for?

•What are people talking about? Where?

•Are the topics of conversation changing?

•What is the tone, sentiment or volume? Is it changing?

•What does this mean for your strategy?

•How can you use the info to improve what you do?

•Are there stories you can repurpose?

Source: http://www.slideshare.net/kanter/listening-for-nonprofits-in-a-digital-world

The Listening Template

Type of Blog

CoalitionProviderAgencyMSMIndividual

Ranking

TechnoratiGoogle

Sentiment

PositiveNegativeNeutral

Track, Share ... then what?

Track, Share ... then what?

When to Respond?When to Respond?

Source:http://bit.ly/91xWMv

Problem or Opportunity

BIGsmall

be prepared to take action

track themes andbe prepared to engage

Assess Assess the the

situationsituation

WhenWhento soundto soundthe alarm?the alarm?

Benefits of Listening

Benefits of Listening•Learn where the

conversations are

•Join in, comment where appropriate

•Develop relationships

•Expands your web presence and builds social capital

SoMe Map

Newby Isle

Stra

it of

eng

agem

ent

SoMe Ocean

Metric Mainland

M3 Port

Analytic Reef

Survey Bay

Survey Monkey Sea

Zoomerang Isle

Multi-Choice Ports

Penninsula of Assessment

Google Point

Outputs

Outtakes

Outcomes

Bay of

Reflection

Review

Revise

Page View

Port

Eyeball Island

Click-thru Causeway

CapacityCove

Port of Impressions

The Lost Isle

Google Analytics

OutputsTypicalTypical ExamplesExamples

Outputs (the physical results e.g. clippings, brochures, events)

Total # key messagesShare of favorable position (rank)Conversation index (CI)

Outputs & OuttakesTypicalTypical ExamplesExamples

Outputs (the physical results e.g. clippings, brochures, events)

Total # key messagesShare of favorable position (rank)Conversation index (CI)

Outtakes (How people feel as result of experiencing the outputs aka social capital)

% change in awareness% change in preference% change in talking about key messages

Outputs, Outtakes, OutcomesTypicalTypical ExamplesExamples

Outputs (the physical results e.g. clippings, brochures, events)

Total # key messagesShare of favorable position (rank)Conversation index (CI)

Outtakes (How people feel as result of experiencing the outputs aka social capital)

% change in awareness% change in preference% change in talking about key messages

Outcomes (how people behave as a result of the outputs/outtakes)

% change in downloads% change in subscriptions/registrations% change in request for info

Break

Now what?Now what?

(C E) >T > R

Social media …

…and community

2 Core Metrics

Influence

Engagement

What Engagement isn’t!

What is engagement?

Levels of Levels of EngagementEngagement

Source: K.D. PaineExchange

Communal

Take Action on your behalf

Loyalty

So, what does it So, what does it mean to Lurk?mean to Lurk?

What does it What does it mean to Lurk?mean to Lurk?•How many of us are

or have been a lurker?

•Where did you lurk?

•Benefits of lurking?

SoMe & Community Framework

Resources

•Google News

•Google Alerts

•Technorati

•PRChecker

•TwitStats

•Twitalyzer

•Social Mention

•Twazzup

•Click Tracks

•Webtrends

•Omniture

•Websidestory

Facing In

Facing Out

What gets

people engaged with your coalition, issue or cause?

Your Stories

Metrics TableGoalGoal Metric/Metric/

measuremeasureInstrumentInstrument

Increase members or followers

# follower/members% change over time

Analytics

Increase member comments, ratings

# commenting, rating% change over time

Analytics

Determine how coalition is perceived in community

# positive, negative and neutral postings% of each

Content analysis

Survey

Increase number of volunteers signing up online

% increase of new volunteers over time

Analytics

Increase community favorability of coalition

Perceived degree of integrity, dependability and competence

Survey

What’s just one coalition goal that makes most sense to integrate social

media with and measure it?

Where are we now?

Resources & References

• Kelsey Ruger http://www.slideshare.net/themoleskin/social-media-measurement

• Beth Kanter Listening for NonProfits in a Connected World at http://www.slideshare.net/kanter/listening-for-nonprofits-in-a-digital-world

• WeAreMedia http://www.wearemedia.org/Tactical+Track+Module+1

• KD Paine Measuring Engagement is Just Another Term for Measuring Relationship http://bit.ly/bD28Et

• Measuring Public Relationships from Amazon http://bit.ly/arZMHw

• Laura Quinn, Idealware http://www.idealware.org/articles/

Photo-Video Citations• Virtual handshake (used with permission)

http://www.flickr.com/photos/dmswart/1003713064/

• Selectric http://www.flickr.com/photos/signifying/3111209305/

• Duck :http://www.flickr.com/photos/martinlabar/694274715/

• Conversation http://www.flickr.com/photos/worldcafe/226864125/

• Air Force Blog Assessment http://www.flickr.com/photos/cambodia4kidsorg/3226367547/

• Analytics video http://www.youtube.com/watch?v=MYLyrOZSPGg

• Times Square http://www.flickr.com/photos/altamiranopics/4163307366/

• Steps http://www.flickr.com/photos/essjay/95611580/

• Nest http://www.flickr.com/photos/cgommel/138167164/

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Suggested Attribution: Source: CADCA Leadership Forum XX, Metrics, Measures and Models, PreConference Workshop Feb 8, 2010 with Sue Stine and LaDonna Coy.