Measuring Success in Social Media
Presented by John Kenyonwww.johnkenyon.org
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Email + Website Still #1• Effective, engaging website • Websites don’t raise money –
multi-channel campaigns do
Coordinated Approach
Toolbox
Monthly Report
Culture of Content Generation
Editorial Calendar
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Content Plan
Not just “what should we talk about?”What will bring our story to life?What will support our objectives?
Right Content - Right Channel
Best-of Web Content, Announcements
Single Subject - Alert, Campaign
Conversational, Friendly, Opinions
ENewsletter
Tidbits, Facts, Links are King
Professional Related Content
Overview, Subject/Program, Testimonials
Right Content - Right Channel
What are our challenges with Monthly Reporting?
With Content Creation/Curation?
Reflection
Tracking website, email + social media metrics
The Right Metrics
Website
EmailThe Right Metrics
The Right Metrics
The Right Metrics
Metrics:Return on Effort
Traffic, Social Hub
Content Quality/Relevance
Share of Voice
Community Size/Engagement
Sentiment
Metrics: Referral Traffic
Source: Social Media Examiner
Referral Traffic, AddThisNote, Set GoalsTwitter: search Twitter and t.co
Metrics: New GA “Social” Hub
Metrics: Quality & Relevance
Source: Social Media Examiner
Not comments, retweets (“vanity metrics”)What CONTENT resonates?Page Views, Time on Page trends
Metrics: Share of Voice
Source: Social Media Examiner
Conversations: Mentions by ChannelYour Mentions ÷ Mentions of Top “Competitors”SocialMention, Radian6
Metrics: Community Size/Engagement
Source: Social Media Examiner
Social CRM
Mentions, Engagement, Size
Influencer Recommendations
Metrics: Sentiment
Source: Social Media Examiner
Imperfect “Opinion Mining”
Tag mentions: Positive/Negative/Neutral
Add Totals, Measure Over Time
Your Own Metrics are More Important
Interesting to Compare
No True Industry-Wide Benchmark
Cycle
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How do we track metrics?
How might we do it differently moving forward?
Reflection
Question & Discussion
Ideas for Experiments
Your Experiences
Integration
Tools
Metricswww.davidarmano.com
Thank You!
All Images: Flickr - Creative Commons License
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