goverment 2.0: social media in the age of obama - measuring your success
DESCRIPTION
Tools and tips about how to measure your return on investment (ROI) and know if your social media campaign is working.TRANSCRIPT
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Measuring Your Success
Government 2.0
Laura Lee DooleyWorld Resources Institutehttp://www.wri.org
Danielle BrigidaNational Wildlife Federationhttp://www.nwf.org
Audio portion 866-707-4547 - Pwd: 3864729#
Kris Eriksen will moderate
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Are you looking at your metrics?
(Polling questions)
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Why measure?• Goal milestones
• Benchmark
• Compare
• Focus efforts
• Usability | User interest
• Manage expectations
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
What to measure?• Traffic
• Connections
• Demographics
• Content “legs”
• Reactions
• Impact
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Excel is your friend … trends over time
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
… deciding what data to collect …
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Start with end goal in mind
• To get ___________ to do ___________.
• To change ________ to _________.
• To help ________ achieve _______.
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Website Measurement Tools
Who’s coming to your site?
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Tool:Google Analytics
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Setting up Google
Analytics• www.google.com/
analytics
• Create a Google Account
• List the website and contact information
• Take the snippet of code and put it in website code
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Tracking Visitors, Pageviews
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Traffic Sources
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
www.crazyegg.com
www.enquisite.com
Other Free Analytics Tools
www.woopra.com
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Onsite Website Survey Tools
www.kampyle.com
4q.iperceptions.com
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Make Metrics Accessible to Authors
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Share Metrics with Widgets
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
www.webanalyticsassociation.org“DEFINITIONS”
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
RSS Feed Measurement Tools
Who’s subscribing to you?
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
TrackingSubscriptions
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Email Feed vs. Subscription
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Facebook | LinkedIn Measurement Tools
Who’s connected to your mission?
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Facebook Fan Page Tracking
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
LinkedIn | Facebook Groups
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Look forEngagement…
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Enjoy the Organic GrowthNWF Facebook Fans
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Tracking Posts in Google Analytics
http://www.wri.org/stories/2009/02/dear-climate-media-dont-forget-midwest?
utm_campaign=socialmedia&utm_medium=facebook&utm_source=wri-group
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Twitter Measurement
Tools
Who’s talking to you?
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Measuring Engagement
twitter.com/NWF
twitter.com/worldresources
1 + 1 =
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
www.tweetake.comtweetburner.com
tr.im
Twitter tools for measuring reach
www.twittercounter.comwww.lessfriends.com
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Some tools for measuring performance
www.xefer.com/twitter/
twitter.grader.com
www.twinfluence.com
www.webanalyticsdemystified.com/twitter
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
What Do We Tweet?
• New Blog Entries
• Random Facts & Data
• Breaking News
• Program Information
• Timely Events
• Retweet
• Reply
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
NWF: As followers grew…
More programs joined…
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
NWF: We Applied the Tool to Compliment Our Work
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
NWF: Promoting Wildlife Watch on
Mallard Duck #NWF
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Return can often be engagement…
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
… In summary …
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Growth ofFriends | Fans | Followers | Visits
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Quality ofFriends | Fans | Followers | Visits
• Retweet | Post your content• Reply to | Comment on your content• Build new content based on your content• Build connections to you and your content
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
WHY? Learn and Apply
Originally uploaded to Flickr by Steven S.
Study…then Test!
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Reaching Your Goals by the Numbers
Satisfaction in Engagement
Ambassador/Evangelist
Ownership
Word of Mouth
Repeat Customers Rel
atio
nsh
ip
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Reaching Your Goals by the Numbers
R E A C H
$$ REVENUE $$
Engagement
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Measuring the Immeasurable
“They like me, they really like me”
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Recognition for online access / presence
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Personal profile posts of content
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Community steps forward to support
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Integration of your info into other sites
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Integration of your info into other sites
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Invitations|participation in SM events
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
What Are Your Ideas?
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Questions & Answers
Government 2.0
Laura Lee DooleyWorld Resources Institutehttp://[email protected]@gmail.com
Danielle BrigidaNational Wildlife Federationhttp://[email protected]@gmail.com