danielle brigida: seeing social: usage through numbers
TRANSCRIPT
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Social: Seeing Usage Through Numbers
By Danielle BrigidaU.S. Fish and Wildlife Service
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I’m Passionate about Wildlife and Technology
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U.S. Fish and Wildlife Service• Over 300 Social Media Accounts • Profiles represent refuges, regions, programs, etc• www.fws.gov/social
Photo by Lisa Hupp
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USFWS Social Media BreakdownEach region has a regional page and multiple refuge, hatchery and program accounts
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By the NumbersFacebook
Messaging
Messaging
Messaging
Social Network
Messaging
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USFWS on Social Media
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More Than Just “Pushing it out"Fire = Criticism
Earth = Relationships
Flood = Support
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Listen and Identify Trends
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Create Content and Engage
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Relevant and Useful Content
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What Pains You About Reporting Back?
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Not So Sexy Things to Remember
• Identify your goals or objectives
• Do your homework: which tools, messages and content work best?
• Collect Information can inform how to CHANGE future behavior
Image: Tom Koerner, USFWS
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With Measurement Reference Your Previous Strategy
Image: Flickr / Iowa Red Bulls
• Identify audience• Specific goals• Capacity/Time• Outreach plan• Long-term plan
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Sections of Your Report
• Distribution: fans, followers, mentions, reach• Interaction: sharing, pageviews, reviews• Influence: sentiment, brand evangelists• Action: conversions, lead cost, sales • Internal: blog posts, presentations, content
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Weapon of Choice: Google Analytics
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Weapon of Choice:Social/Media Monitoring Tool
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Weapon of Choice: Exporting…All the Things
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Weapons of Choice: Google Scripts
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Weapons of Choice: Tagboard
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Collect Qualitative Data That Informs Your Strategy
Reporting Crimes
Advocacy Requests
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Measuring Earned Social Media
• Shared Content: Sharethis & Addthis• Web Analytics (Google, SiteCatalyst)• Google Webmaster Tools (Links, Search)• RSS Reader Subscribers (Feedly)• Mentions (Google Scripts, Social Mention)
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What Can Provided Insights Really Inform?
• Top shareable content – what works, what should you produce more of?
• Who is your current active audience?• Where are there growth opportunities?
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Tracking Qualitative Information
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Learn from Your Community
• Use their interactions to inspire action• Correct misinformation• Answer frequently asked
questions
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Tell a Story with Your Data
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Analyze Don’t Regurgitate
• Pick metrics to measure ahead of time• Evaluate over time• Identify anomalies • Tell a story with your data• Track metrics that matter
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General Geekiness
• Build off automated reports whenever possible
• Export Data to play if you’re comfy with spreadsheets
• Follow blogs and reports that discuss web and social metrics and techniques
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Listen, Communicate, Create, TrackTime on Social Media
ListeningCommunicatingCreating/ExperimentingTracking
30%
30%
25%
15%
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Platter of Metrics…
source: Metricsman.wordpress.com
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Collaborate Across Regions and Programs
Quarterly Report Campaign Specific Report
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Sections of Your Report
• Distribution: fans, followers, mentions, reach• Interaction: sharing, pageviews, reviews• Influence: sentiment, brand evangelists• Action: conversions, lead cost, sales • Internal: blog posts, presentations, content
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Let’s Map Out A Report Together• Frequency• Audience•Major Sections
Always Include: • Sources for Data• Actionable Takeaways• Lessons Learned
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Questions?
Danielle BrigidaNational Social Media ManagerU.S. Fish and Wildlife Service@USFWS or @[email protected]
Judy N, Flickr