goverment 2.0: social media in the age of obama - measuring your success

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://www.wri.orglauralee@wri.orglldoolj2@gmail.com

Danielle BrigidaNational Wildlife Federationhttp://www.nwf.orgbrigidad@nwf.orgdanielle.brigida@gmail.com