social media metrics - a presentation for case viii
DESCRIPTION
An quick overview of the social media world and then a dive into some important social media metrics that could be added to a fundraiser's metric toolkit.TRANSCRIPT
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Social MediaMetrics
http://ca.linkedin.com/in/georgefirican
@georgefirican
a presentation for CASE VIII
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Social media registered users
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Growth among the top 3 social networks
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Monthly active users
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Social media visitors
• 350 million photos to FB
• 400 million tweets
• +1 button clicked +5 billion times
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Older users
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Social Media isimportant
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Interest
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Links
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Giving ability
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Metrics
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Reach(Exposure)
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Reach example: potential vs actual
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Reach example: Twitter
• Measure your followers
• Measure your follower’s followers
• Measure of engaged users who are not yet followers
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Calculate reach
• Website traffic, including site visits and page views.
• Search data for branded keywords.
• Video and content views.
• Number of followers and fans.
• Number of replies, reposts, comments from non-followers.
• Number of blog and e-newsletter subscribers.
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Reach example: LinkedIn
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Volume
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Exposure example: Facebook
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Volume example: Twitter
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Engagement
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Engagement rate
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Engagement rate
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Engagement level
Level 1: Lurking
Level 2: Casual
Level 3: Active
Level 4: Committed
Level 5: Loyalist
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Engagement example: Google Analytics
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Influence
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Engagement example: Twitter
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Exposure example: Twitter sentiment analysis
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Exposure example: Twitter sentiment analysis
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ROI
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ROI example: Google Analytics Dashboard
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Exposure cost example: Super Bowl vs Social Media
28mil/3.5 min ad
111.3 mil+ viewers
Mostly US
Free
18 mil+ viewers
World wide
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Tips & lessons
1. Not a replacement for traditional advertising & engagement
2. Signal out the noise ratio
3. Relationship management is key
4. Align your Social Media Metrics with traditional marketing and
business metrics
5. Start acquiring social media data & social media accounts
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Social Media profile example
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Tips & lessons
1. Donation via tweets might be possible in the future
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Social Media isimportant
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Thank you!
http://ca.linkedin.com/in/georgefirican
@georgefirican @sqlbelle
http://ca.linkedin.com/in/donabelsantos