darren barefoot - measuring social media success: making it worth it
DESCRIPTION
You’ve got a Facebook page, a Twitter account and a blog on your website. Great, but what are these emerging communication channels really doing for your organization? Are they enabling you to increase your email list size, recruit volunteers or acquire new donors? How are you measuring the value of your social media activity. Taking lessons from web-centric campaigns like Save the Great Bear, TckTckTck and TheBigWild.org, this session will provide practical solutions to the thorny problem of measuring results on the social web. Attendees Will Walk Away With: • Guidelines for how much time organizations should be spending on social media marketing and outreach. • Simple strategies for connecting online activities to marketing and business goals. • Recommendations of tools for monitoring and measuring your web presence. Darren Barefoot Darren is a writer, marketer and technologist. He regularly speaks about social media, marketing and emerging technology, and has been quoted on the CBC, BBC, The Wall Street Journal and dozens of others. He's the co-author of "Friends With Benefits: A Social Media Marketing Handbook".TRANSCRIPT
![Page 1: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/1.jpg)
Measuring Social
Media Success
![Page 2: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/2.jpg)
Introduction
@dbarefoot
#ncwk
![Page 3: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/3.jpg)
![Page 4: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/4.jpg)
![Page 5: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/5.jpg)
Questions for you
![Page 6: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/6.jpg)
Ten rules
![Page 7: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/7.jpg)
Set quantifiable
objectives
![Page 8: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/8.jpg)
If it doesn’t have a needle,
it doesn’t count
![Page 9: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/9.jpg)
Beware of creatively-named
metrics
![Page 10: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/10.jpg)
Measure everything
![Page 11: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/11.jpg)
All visitors are not equal
![Page 12: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/12.jpg)
Automate
![Page 13: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/13.jpg)
Be clinical
![Page 14: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/14.jpg)
Iterate
rapidly
![Page 15: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/15.jpg)
Fail fast
![Page 16: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/16.jpg)
Your cat doesn’t care
if you bury it
![Page 17: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/17.jpg)
People
Objectives
Strategy
Technology
![Page 18: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/18.jpg)
Identify business objective
Find online indicators of success
Measure performance of
indicators
![Page 19: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/19.jpg)
• Donations
• Service delivery
• Outreach
• Volunteer roster
• Public profile
• Board members
• What else?
Business Objectives
![Page 20: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/20.jpg)
• Donations - online donations
• Service delivery - online questions and
request
• Outreach - conversion rates
• Volunteer roster - online requests
• Public profile - online mentions or
incoming links
• Board members - online inquiries
What are the
indicators?
![Page 21: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/21.jpg)
Donations
Dollars raised or number of donors
through social media channels
Track through analytics and donation tools
![Page 22: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/22.jpg)
Volunteer inquiries
Number of inquiries per month through social
media channels and/or ‘conversion rate’
Manually count the number of requests to
volunteer
![Page 23: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/23.jpg)
Outreach
Petition signatures that
originate in social media channels
Track through analytics
![Page 24: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/24.jpg)
Questions for each
other
![Page 25: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/25.jpg)
Our Tools
![Page 26: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/26.jpg)
Google Analytics
+
Scout Labs +
NetVibes
![Page 27: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/27.jpg)
Demonstrate support for
protecting wild spaces
Petition signatures
Goal tracking in Google Analytics
![Page 28: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/28.jpg)
![Page 29: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/29.jpg)
![Page 30: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/30.jpg)
![Page 31: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/31.jpg)
Conversion Rates
0.002.53
3.524.45 5.54
22.09
![Page 32: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/32.jpg)
Online Mentions
![Page 33: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/33.jpg)
![Page 34: Darren Barefoot - Measuring Social Media Success: Making It Worth It](https://reader034.vdocuments.us/reader034/viewer/2022051110/54c38a874a79595c2f8b457b/html5/thumbnails/34.jpg)
Questions for me?