measuring social media content: effectiveness and engagement · measuring social media content:...
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Debra Askanase
Measuring Social Media Content: Effectiveness and Engagement
Presented by Debra Askanase
Engagement Strategist
NTEN Data Summit September 13, 2012
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About Debra Askanase
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Today’s session
I. Start with the basics of goals and conversation II. Know what you need to measure, and how III. Putting it together: ROI measurement case study IV. Breakout groups V. Report-backs VI. Bonus feature: DIY Google Analytics dashboards
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Soci
al M
edia
Engage Cre
ates
Trust
Mo
ve t
o
Action
The social media activity funnel
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Know your SMART Goals
Specific
Measurable
Attainable
Realistic
Timely
Design your social media activities to meet your org or programmatic goals: • resource awareness • membership • fundraising • activism • sign up for a program
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Find “the conversation” first
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Define your goals
Develop content and data points
Post to social media
channels
What content engages?
What content does not engage?
Measure key data points
against goals
Optimize that content!
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“…brand pages that are very effective at engaging advocates were 3x more engaging
across the board and would grow 13x more than the typical active Facebook Page over a year.”
http://www.istrategyconference.com/blog/?category=Social-Media&title=How-Superbrands-Breed-Superfans-5-Best-Practices-for-10X-Greater-Fan-Growth-on-Facebook&pid=811
2012 Wildfire study: engage brand advocates (+ build community)
Brand advocates bring in an average of 1.3 new
people each
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http://www.flickr.com/photos/melkiad/2274406074/
Know what you need to measure
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Value of measurement
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3. ROI – are they going there – measure impact based on goals Google Analytics Inbound landing page measurement
1. Is the conversation compelling – measure engagement Google Analytics, especially social analytics Facebook Insights YouTube Insights bit.ly clicks and Twitter RTs comments and shares
2. Stakeholder Insight – measure who cares Crowdbooster (Twitter), FB posts, YouTube comments
Social media content data: measurement
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Is the conversation compelling? FB
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Is the conversation compelling? bit.ly
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Is it compelling? Track RTs (Crowdbooster)
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What content resonates? And why?
http://www.flickr.com/photos/16180154@N07/4260219954/in/photostream/
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What content resonates? And why?
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Facebook Insights (PTAT) YouTube Insights (shares) Bit.ly clicks Twitter RTs Pinterest repins Simply Measured Crowdbooster Google Analytics
http://www.flickr.com/photos/70099148@N00/145269819/
(free) data measurement resources
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Content depends on fans caring: Measure who cares
http://www.flickr.com/photos/moriza/2565606353/
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Twitter followers: Crowdbooster
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ROI: Are they going there?
*Use Social Sources in Google Analytics
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ROI: Are they going there?
* Use Advanced Segments in Google Analytics
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Find online at http://bit.ly/SMARTgoaltracking
A sample metrics dashboard for you to use.
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ROI measurement case study
http://www.flickr.com/photos/castaway_in_wales/6994368305/in/photostream/
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Summer communications 2012
SMART Goals: 1. Increase parent satisfaction with communication 2. Earlier re-enrollment 3. Increase tour interest 4. Internal culture: implement a few core social media tools, test
messaging, tweak
Identify and build the (summer) conversation: 1. Be part of the camp experience: parent/alumni 2. Value of a (Jewish) community and friendship 3. Test content for year-round conversations
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Content that resonated
Facebook: 1. Alumni events and mentions 2. “Behind the scenes” videos of events, special
moments 3. Images of camp activities, especially camp traditions
Blog: 1. Director reflections on community and traditions 2. Alumni events 3. Less successful: Jewish values reflections
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What content resonates? And why?
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380 Likes at the time
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Types of posts on Facebook
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Digging even deeper into reach
*Using Facebook Insights
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ROI: Calls to action
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ROI: Calls to action
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ROI: Calls to action
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1. Fan demographics do not equal participation demographics
2. Not all top content is equal
3. Demographics change frequently – stay on top of them
4. Fans share video, photo content much more than others, though they view many types. Will also share compelling blog posts.
What we learned
5. Higher engagement on FB translated to higher CTR and open rates in newsletters, and blog readership
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1. More content aimed at older audiences, more “behind the scenes” content
2. More frequent posting
3. More photos and especially more video
4. Experimented with adding photo collages, different types of photo albums, video documentary vs. video footage of events
5. Popular FB content inspired corresponding blog posts
6. Added photos to announcements and blog posts
How we used it to optimize content
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Summer communications 2012
Successes: 1. Early survey results: parents very satisfied with comms 2. Growth of FB Pages to 1600 fans, 3600 visitors 3. FB PTAT average 20% during the summer camp season 4. Early survey results: 85% read and liked blog content 5. E-newsletters: 74% open rate, 40% CTR 6. Parent satisfaction survey: 45% completion rate, compared to
historical 25-30%. 7. Staff became comfortable with using social media, and even
enjoyed it!
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Small group work: pick one to two questions
http://www.flickr.com/photos/coral/288765135/in/photostream/
1. What are your social media SMART goals?
1. What content
resonates/does not resonate with your audience? Why?
1. What are you NOT
measuring that you want to measure in order to meet your goals?
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http://www.flickr.com/photos/bitzi/230188091/in/photostream/
Report backs
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• Know your SMART Goals
• Understand your own Venn Diagram
• Mine content data: identify top-engaged content, who’s engaged, and to what extent
• Create a list of 5 things you’ve learned about how your content resonates and inspires action
• Find the measurement tools you need to capture the data you want
• Set up a measurement dashboard
• Set up Advanced Segments for social media sources in Google Analytics…or a custom GA Dashboard
• What’s next? Create a plan optimize your content!
Actionable next steps
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http://www.flickr.com/photos/bucher/516614692/sizes/z/in/photostream/
Content is for building community
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I’m always available to answer follow-up questions!
Email: [email protected] Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askDebra Other slides: slideshare.net/debask Telephone: (617) 682-2977
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http://www.flickr.com/photos/maistora/483238384/in/photostream/
Added bonus: DIY Google Analytics dashboards in less than 5 minutes!
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