metrics, measures & models: forum 2010
DESCRIPTION
Coalitions are getting started with social media and looking to ways to measure it. This workshop is a basic introduction to social media listening, google analytics and ways to measure engagement and relationships. Workshop co-presented by Sue Stine and LaDonna Coy, CADCA Forum 2010, Washington, D.C.TRANSCRIPT
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.