social media metrics: free tools to help you measure your success
Post on 13-Sep-2014
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DESCRIPTION
An overview of some of the online and free tools available for you to measure your activity in twitter, facebook, linkedin and on your website.TRANSCRIPT
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Social Media Metrics: Free tools to help you measure your success
Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/[email protected]
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
The Social Loop
Source: Wayne Smallman
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Edelman Trust Barometer 2009
Regardless of channel, voice, or country …
… a majority of people need to hear the same message 3-5 times to believe it.
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Strategy
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Flickr: aussiegall/Louise Docker
Create BuzzListen
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Flickr: aussiegall/Louise Docker
Are you looking at your metrics?
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
D S
haro
n P
ruitt
Why measure?
• Goal milestones• Benchmark• Compare• Focus efforts• Usability | User interest• Manage expectations
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Measure:Return on InvestmentReturn on InformationReturn on EngagementReturn on Relationship
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Edelman Trust Barometer 2008
People like doing business with people they know …… and love doing business
with people they trust.
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
TRUST is personal . . . requires risk-taking . . . about relationships, not
transactions . . . based on being willing to put the other’s needs first.
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
new ways to play & build relationships
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
METRICS MANTRA:
“You can’t manage what you can’t measure.”
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
D S
haro
n P
ruitt
What to measure?
• Traffic• Connections• Demographics• Content “legs”• Reactions• Impact
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
… deciding what data to collect …
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Excel is your friend … trends over time
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Start with end goal in mind
• To get _______ to do _________.• To change from ______ to _______.• To help ________ achieve _______.
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Website Measurement Tools
Who’s coming to your site?
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Tool:Google Analytics
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Setting up
Google Analytic
s
• 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
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Benchmarking against sites of similar size
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Traffic Sources
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
www.crazyegg.com
www.enquisite.com
Other Free Analytics Tools
www.woopra.com
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Onsite Website Survey Tools
www.kampyle.com
4q.iperceptions.com
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Make Metrics Accessible to Authors
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Share Metrics with Widgets
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
www.webanalyticsassociation.org“DEFINITIONS”
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
RSS Feed Measurement Tools
Who’s subscribing to you?
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Tracking Subscribers and Reach
Reach is the total number of people who have taken action - viewed or clicked - on the content in your feed.
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Email Feed vs. Subscription
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Performance of Individual Links
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Facebook | LinkedIn Measurement Tools
Who’s connected to your mission?
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Facebook Fan Page Tracking
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Facebook Lexicon: Measuring buzz
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Look for Engagement…
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Enjoy the organic growth . . .
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
. . . understand the different growth rates
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 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
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Twitter Measurement
Tools
Who’s talking to
you?
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
• Tweet = Twitter message/update• Reply = @username• Direct Message = Mutual friend message• Favorite = Starred tweet• Retweet = RT @username, repeated tweet• Hashtag = #keyword, way of labelling
terms
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
What to Tweet?
• New Blog Entries• Random Facts & Data• Breaking News• Program Information• Timely Events• Retweet• Reply
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
twitter.pbworks.com/Apps
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
AUTHORITY: Followers, frequency, @replies
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
twittercounter.com
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
useqwitter.com
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
URL shorteners . . . metrics, noframe
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
track twitter links through GA
http://www.wri.org/press/2009/04/new-report-shows-strong-potential-economic-benefits-
renewable-energy-southeast-us-0 ?utm_campaign=blogging&utm_medium=twitter&u
tm_source=microblog
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
twitter.mailana.com (@petewarden)
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
www.twitalyzer.com: User, brand, search
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
search.twitter.com
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
retweetist.com
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
. . . more than retweets . . .
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
backtweets.com
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
tweetake.com
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
FOLLOWERS DATA
• Twittername
• Real name
• Location
• URL
• Biosketch
• Tweet Type
• Follower/Mutual
• Date/Time Followed
• Blog feed (listen)
• Blog contact info
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
What are we measuring anyway?
• Twitter: Overall performance
• Tweets:ClickthroughsResponses – direct, indirect
• Tweeple:Your brand advocates, naysayersGrowth in friends, followersConnections beyond twitter
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Return can often be engagement…
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
… In summary …
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Growth ofFriends | Fans | Followers | Visits
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 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
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
WHY? Learn and Apply
Originally uploaded to Flickr by Steven S.
Study…then Test!
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Reaching Your Goals by the Numbers
Rela
tions
hip
Information Seeker
Ambassador/Evangelist
Partner/Donor
Word of Mouth
Repeat Visitor Rela
tions
hip
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Measuring the Immeasurable
“They like me, they really like me”
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Recognition for online access / presence
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Personal profile posts of content
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Community steps forward to support
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Reuse | Mashups of your content
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Reuse | Mashups of your content
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
www.filtrbox.com
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
socialmention.com
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
local.google.com
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Invitations|participation in SM events
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Lessons Learned
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
Build knowledgebase of data . . .
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
. . . go beyond up and to the right . . .
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
. . . measure active conversation . . .
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
. . . your brand is the sum of many parts . . .
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
post ratio - 1:12 (1=you, 12=them)
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
. . . online engagement obstacle . . .
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
. . . success stories, relationships . . .
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
. . . measure against . . .1) self 2) similar 3) community
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
. . . measure your contribution . . .
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
. . . listen + share + measure = TIME . . .
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media Metrics June 3, 2009
What Are Your Ideas?