Measuring Social Media Success for Nonprofits

Presented by John Kenyon

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Toolbox

Metrics

Pachamama Alliance

Discussion

People share wildlife sightings

Small Pilots - Learn, Reiterate

Wildlife Watch + Mobile+ Twitter

Robin on PresidioSF, CA #NWF

Started Small (Realistic)

50 unique Twitter Users

200 Wildlife sightings in first month

At least 5 tweets a day

Monthly Report

Quarterly Review

Editorial Calendar

Culture of Content Generation

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Tracking website, email + social media metrics

Metrics

Focus on what content is popular/not

Review quarterly, adjust strategy & goals

Set benchmarks, try tactics to get there

OverviewWebsite

Website

Unique Pageviews

Time on SiteWebsite

Email

ads.twitter.com

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.com

Your Own Metrics are More Important

Interesting to Compare

No True Industry-Wide Benchmark

How do we track metrics?

How might we do it differently moving forward?

Reflection

Example

Review

Content Creation

Quarterly Review

Trends not Snapshots

Benchmark

Experiment

Trying New Things!

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Resources

Question & Discussion

Ideas for Experiments

Your Experiences

Organizational Capacity

Tools

Metricswww.davidarmano.com

All Images: Flickr - Creative Commons License