meaningful metrics for social media
DESCRIPTION
Bertie Bosrédon, digital engagement and social media consultant Digital impact conference www.charitycomms.org.uk/eventsTRANSCRIPT
Bertie
Bosrédon*
Bertie Bosrédon* @cafedumonde http://bertie.fr . [email protected] */bow-ray-dom/
CharityComms!18 July 2013!
Measuring engagement on
social media!
*
About me!
n BHF!
n Breast Cancer Care!
n Freelance!
n Amnesty International, Scope, Samaritans, Christian Aid, International Tibet Network, CharityComms!
n Podcast, teaching…!
* It was easier before…!
CMS
CRM Donors | Events | Members
Stakeholders | etc.
Media Poli;cal contacts
Campaigning tool
Campaign emails Pe//ons
MPs
Off-‐line capture
DM agency
Email Service Provider
Retail
Research
HR Volun-‐teers
Finance
Text dona/on
Dona/ons RG Dona/ons SG Events …
Charity digital landscape
Social Media Monitoring Broadcas/ng
Survey
It’s complicated…
Intranet
*
Owned media!Website!Email newsletter!Third party!Mobile !
*
Bought media!Search!Banners!Cold list!Affiliate!
*
Earned media!Online PR!Social Media!
*
Some stats!
Source: http://www.fanalyzer.co.uk
35-65+ 37.1%
Every month, in the UK 184 million hours watching YouTube, average session 20 minutes!
2nd biggest search engine
Source:http://www.newmediatrendwatch.com!
Source: http://www.guardian.co.uk/technology/2012/may/15/twitter-uk-users-10m
Twitter has over !200 million users!UK 26 million!80% mobile access !
*
100 million users!UK 11 million !
Source: http://www.experian.com
Pinterest is the fastest growing social media site 2028% increase registrations
11 million users!
been there done that
3.5 million users!
*
After 3 weeks! 2,324 videos/hour!
* How do you choose?!
Source: http://www.guardian.co.uk/voluntary-sector-network/2012/oct/09/practical-guide-started-social-media
Guidelines!Training!Objectives!…!
*
Listen!Engage!Measure!
* How to…!
*
Tools!Sprout Social!Hootsuite!Radian 6!Hubspot!SocialBro!FollowerWonk!…!
£26! £39! £65!
£26! £39! £65!£6!
£0!
*
Listening!
*
Engaging!
*
Measuring!
Social media planner!
Social media planner!
*
Digital Charity Benchmark!39 charities!
Metrics!Rule !!
Measurable!Comparable!Meaningful!!
!!
* Example of metrics!
n Social Media Number of followers on main Twitter account !
n Number of fans on main Facebook !
n Percentage of traffic from social media !
n Percentage of traffic from Facebook !
n Percentage of traffic from Twitter !
!
n Number of new followers !
n Number of information questions to Twitter account!
n Number of information questions to Facebook page !
n Number of information questions to!
n Number of offline acquisitions with social media source !
* Join the club?!
n Action for Blind People!n Actionaid!n Arthritis Research UK!n BHF!n Blind Veterans!n Centre Point!n Children's Society!n Dogs Trust!n Girlguiding UK!n Guide Dogs!n Macmillan!n Marie Curie!
n Mencap !n National Autistic Society!n NSPCC !n Oxfam!n Plan UK!n Practical Action!n Royal Marsden!n Scout Association !n Shelter!n Sightsavers!n Teach First!n WSPA!n WWF !
n Action For Children!n Asthma UK!n Barnardos!n Diabetes UK!n Each !n Mind!n Prostate Cancer UK!n RNIB!n RSPCA !n Samaritans!n Save The Children!n Scope!n Vinspired !n Youth Music !
