Benchmarking Social Media

LSM Webinar # 2: June 10, 2011

@devonvsmith

Agenda

30 minutes: Social Media Metrics Framework•what are metrics?•why bother?•how do we decide which one?•how to use them to make decisions?•how much time to spend?•how to report them?

30 minutes: Social Media Tools•12 goals tied to 12 metrics•15 tools to monitor, measure & analyze

you decided this, based on last week’s survey

why are we chatting today?

5. Summarize what you learned about your audience from the social media audit, secondary or primary research, and listening techniques. What is your plan for ongoing monitoring and scanning during implementation?

8. Describe your metrics for success. What specific data points will you collect and how you will collect and analyze this information? How will you use it to document ROI?

1. Why do you care about monitoring & measuring?2. What are your goals for using social media?3. How can you efficiently measure your progress?4. What is the value to your org of accomplishing those goals?5. What are alternative ways you could accomplish those goals without

social media?

Social Media Metrics Framework

Because you want to:• Prove the value of social to your boss, board, other departments• Motivate staff members in charge of doing social media• Decide whether or not to continue investing time & resources into that

particular social media platform• Optimize your effort by knowing what works best• Respond to feedback in real time• Learn what others are saying about you

Answering this will help you decide:• Which possible metrics will be the most useful • How much time you should spend• Who to share metrics report with

Why do you care about monitoring & measuring?

goal

descrip,on  of  metric

metric  (in  your  control)

metric  (out  of  your  control)

Increase  the  value  of  TBA  to  its  members

frequency  of  conversa8ons,  breadth  of  conversa8on  partners,  depth  of  conversa8ons,  cons8tuents  ac8ons  (or  lack  of)  that  directly  demonstrate  they  value  TBA

#  of  “valuable”  Facebook  posts  (on  others  pages  or  about  others),  #  of  “valuable”  tweets  (in  reply  to  others  or  about  others),  #  of  TBA  staff  using  social  media  professionally,  average  #  of  interac8ons  per  cons8tuent,  #  of  blog  posts,  #  of  comments  by  TBA  on  others’  blogs,  #  of  “valuable  content”  available  on  your  website

#  of  TBA  links  bookmarked  on  delicious;  %  of  cons8tuents  using  social  media  that  engaged  with  TBA  this  year,  unsubscribe  rate  of  e-­‐newsleJer,  cons8tuents  percep8on  of  TBA’s  value

Part 1: Brainstorming

which one do you think is the best?

best  metric(s)

target  metric

tool  to  measure

frequency  of  measurement

#  of  “valuable  content”  TBA  posts  online

unsubscribe  rate  of  e-­‐newsleJer cons8tuent  percep8on  of  TBA’s  value  

Post  10  new  pieces  of  content  each  week

Unsubscribe  rate  below  1% 10%  increase  in  average  “value  ra8ng”  from  TBA  cons8tuents

Manually  track  #  of  content  uploads

Email  management  tool  (constant  contact  or  whatever) Pre  &  post  cons8tuent  survey

Weekly ASer  every  e-­‐newsleJer  sentTest  2x

Part 2: Deciding

PS: I’m just making this stuff up as an example

What would it mean to your organization if you met your target metric?

target  metric

result

Post  10  new  pieces  of  content  each  week

Unsubscribe  rate  below  1% 10%  increase  in  average  “value  ra8ng”  from  TBA  cons8tuents

Less  turnover  y2y,  increased  #  of  cons8tuent  applica8ons  next  year,  lower  marke8ng  costsLess  turnover  y2y,  increased  #  of  cons8tuent  applica8ons  next  year,  lower  marke8ng  costsLess  turnover  y2y,  increased  #  of  cons8tuent  applica8ons  next  year,  lower  marke8ng  costs

In this model, it would be important to ask unsubscribers if they found TBA’s use of social media “valuable;” & ask survey respondents what in particular they found valuable about TBA (frequency of posting? content of posting? starting conversations? responding to conversations?)

How else could you arrive at this result other than through social media? Is social media the most effective alternative?Does social media have some long term value beyond its efficacy?

result Less  turnover  y2y,  increased  #  of  cons8tuent  applica8ons  next  year,  lower  marke8ng  costs

As you ponder ROI, ask yourself...

Primary Data Raw Data Data & Analysis Analysis OnlySurvey

Don’t forget the importance of keywords:•variations of spellings •acronyms •titles of your productions

Secondary Data

http://mashable.com/social-good/

http://www.bethkanter.org/category/measurement/

http://www.slideshare.net/devonvsmith/presentations

others?

12

How  much  )me  can  you  spend?

Monitor Measure Analyze  &  Report Total

Daily

Weekly

Monthly

10  min.  scan  Google  alerts  &  social  men2on.  engage  as  necessary  to  men2ons

10  min.

30  min.                                  Pick  3  metrics;  measure  &  save  results

1.5  hrs

2  hrs.Summarize  measurement  findings,  decide  what  to  change,  report

8  hrs.

It’s  different  for  everyone,  in  every  situa<on

Web Reporting v Web Analysis

Yes it has pretty pictures, but what do I do?

image via Avinash Kaushik

Web Reporting v Web Analysis

image via Avinash Kaushik

Specific problem you’re trying to

address

Big picture trend over time

ROI

Explain the data in words

Tell me what to do now that

I know this

15

12  sample  goals  &  tools

Increase local Facebook followers in San Francisco and Oakland by 50% by January 1, 2012

Suggestion: how does this % compare to your website’s visitors?

Activate artist networks on Facebook and Twitter who will pass on opportunities

Search

use public search to find those talking about you off of your Page

encourage artists to use “tagging” feature in facebook posts

Diversify [social media] audience; build relationships reflective of a wide range of constituent types

Create private lists to keep track of constituent types

Increase our month to month Post Feedback on Facebook by 25% on average.

Impressions depend on post date, time, and type (photo, video, link, text, etc), # of current fans, previous level of post feedback. So look for outliers, and see if any of those factors could be contributors.

Feedback depends on quality of your content. Much harder to figure out “why” a post is engaging. So make a hypothesis (“fans like hearing about what we’re doing in the office”) and test it. You can also ask your fans what they want to hear from you about.

Increase Call-for-entries applications by 30% through social media channels. Sept/Oct 2011

Suggestion: consider a special website landing page for social media links

search term

any public Facebook or Twitter account

date range

report type

[Increase] live tweeting during Auditions, at Festival intermission

raw data people contenttiming

Create and monitor adwords campaign to direct inquiries to the web page

Lowest average CPC, while maximizing # Clicks

Suggestion: link AdWords to Google Analytics to see how SEM traffic differs from average user

Test several ads at once, use CTR as success metric

Let Google help you

Leverage social media channels as a conduit for receiving critical feedback and media assets

Increase online and print media mentions by %X by June 30, 2012.

Beware that neither Social Mention or Google Alerts will capture every mention.

Increase website traffic by 25% by adding social media content starting posting by 11.1.2012

Suggestion: use Advanced Segments to combine sources, also consider looking at how the behavior of this traffic source differs from the average user

You type this Google docs finds this

data via these formulas

(updated in real time)

You copy & paste into Excel

examples at bit.ly/TwitScrape

By December 2011 we will have a cross-functional team of 5 members producing at least 2 pieces of content per month for our social media channels.

=importxml(A2,"//span[@id='update_count']")or ‘following_count’ or ‘follower_count’

or ‘lists_count’

Employ listening and outreach techniques to engage influential bloggers and journalists and track online conversations about the Festival

Go to a blog you trust, see who they recommend reading On that blog, find

social media contact info

On Twitter, add them to a private list of “bloggers”

(and start tweeting!)

also use

5 More Tools

Daily Email Summary

Post to lots of social media platforms

from the same place

View & respond to mentions across lots of social media platforms

schedule tweets

import reports

assign staff members tasks

add multiple accounts

View multiple streams at once

Look for spikes

Look for outliers

Look for engagement

Look for influencers

WP-Stats Plugin

How

Why

Who

What

Whenbut what about

comments?

When you have only a few blog subscribers, easy to keep track of who EXACTLY they are

questions?

sign up for your coaching sessions at http://bit.ly/DevonCalendar