Social Media Metrics: Free tools to help you measure your success

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009

Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/lauraleedooleylauralee@wri.org

The Social Loop

Source: Wayne Smallman

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.

Strategy

Flickr: aussiegall/Louise Docker

Create BuzzListen

Flickr: aussiegall/Louise Docker

Are you looking at your metrics?

Why measure?

• Goal milestones• Benchmark• Compare• Focus efforts• Usability | User interest• Manage expectations

Measure:Return on InvestmentReturn on InformationReturn on EngagementReturn on Relationship

Edelman Trust Barometer 2008

People like doing business with people they know …… and love doing business

with people they trust.

TRUST is personal . . . requires risk-taking . . . about relationships, not

transactions . . . based on being willing to put the other’s needs first.

new ways to play & build relationships

METRICS MANTRA:

“You can’t manage what you can’t measure.”

What to measure?

• Traffic• Connections• Demographics• Content “legs”• Reactions• Impact

… deciding what data to collect …

Excel is your friend … trends over time

Start with end goal in mind

• To get _______ to do _________.• To change from ______ to _______.• To help ________ achieve _______.

Website Measurement Tools

Who’s coming to your site?

Tool:Google Analytics

Setting up

Google Analytic

• 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

Benchmarking against sites of similar size

Traffic Sources

www.crazyegg.com

www.enquisite.com

Other Free Analytics Tools

www.woopra.com

Onsite Website Survey Tools

www.kampyle.com

4q.iperceptions.com

Make Metrics Accessible to Authors

Share Metrics with Widgets

www.webanalyticsassociation.org“DEFINITIONS”

RSS Feed Measurement Tools

Who’s subscribing to you?

Tracking Subscribers and Reach

Reach is the total number of people who have taken action - viewed or clicked - on the content in your feed.

Email Feed vs. Subscription

Performance of Individual Links

Facebook | LinkedIn Measurement Tools

Who’s connected to your mission?

Facebook Fan Page Tracking

Facebook Lexicon: Measuring buzz

Look for Engagement…

Enjoy the organic growth . . .

. . . understand the different growth rates

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

Twitter Measurement

Who’s talking to

• Tweet = Twitter message/update• Reply = @username• Direct Message = Mutual friend message• Favorite = Starred tweet• Retweet = RT @username, repeated tweet• Hashtag = #keyword, way of labelling

What to Tweet?

• New Blog Entries• Random Facts & Data• Breaking News• Program Information• Timely Events• Retweet• Reply

twitter.pbworks.com/Apps

AUTHORITY: Followers, frequency, @replies

twittercounter.com

useqwitter.com

URL shorteners . . . metrics, noframe

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

twitter.mailana.com (@petewarden)

www.twitalyzer.com: User, brand, search

search.twitter.com

retweetist.com

. . . more than retweets . . .

backtweets.com

tweetake.com

FOLLOWERS DATA

• Twittername

• Real name

• Location

• URL

• Biosketch

• Tweet Type

• Follower/Mutual

• Date/Time Followed

• Blog feed (listen)

• Blog contact info

What are we measuring anyway?

• Twitter: Overall performance

• Tweets:ClickthroughsResponses – direct, indirect

• Tweeple:Your brand advocates, naysayersGrowth in friends, followersConnections beyond twitter

Return can often be engagement…

… In summary …

Growth ofFriends | Fans | Followers | Visits

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

WHY? Learn and Apply

Originally uploaded to Flickr by Steven S.

Study…then Test!

Reaching Your Goals by the Numbers

Information Seeker

Ambassador/Evangelist

Partner/Donor

Word of Mouth

Repeat Visitor Rela

Measuring the Immeasurable

“They like me, they really like me”

Recognition for online access / presence

Personal profile posts of content

Community steps forward to support

Reuse | Mashups of your content

www.filtrbox.com

socialmention.com

local.google.com

Invitations|participation in SM events

Lessons Learned

Build knowledgebase of data . . .

. . . go beyond up and to the right . . .

. . . measure active conversation . . .

. . . your brand is the sum of many parts . . .

post ratio - 1:12 (1=you, 12=them)

. . . online engagement obstacle . . .

. . . success stories, relationships . . .

. . . measure against . . .1) self 2) similar 3) community

. . . measure your contribution . . .

. . . listen + share + measure = TIME . . .

What Are Your Ideas?

Social Media Metrics: Free tools to help you measure your success

Education

Product Success Metrics

5 Google Analytics metrics you must measure for website success

THE METRICS THAT MATTER YOUR TEMPLATE FOR MEASURING SUCCESS · THE METRICS THAT MATTER Measure of success for the next 90 days, starting from 01/01/2017 and ending on 30/03/2017

Metrics to Measure Innovation Success

15.06.05 Using web and social media metrics to measure success and drive digital strategy harvard it summit-06-05-14

Official Business Track Sponsor: Understanding the Talent Development Benefits & Metrics of Pro Bono Engagement Develop your Employees & Measure Your Success

HOW DO WE MEASURE - Jackson Physician Search · HOW DO WE MEASURE RECRUITMENT SUCCESS? Is your definition of success the same as your boss’s? For which metrics are you held accountable?

What to Measure Socially. Key Metrics

Goals, Metrics, and More: Defining Success in Materials ......SPU was interested in creating a ^discussion _ around what defines success and new ways to measure that success with both

Quantifying Social Success with Metrics

Measure for measure: metrics and marketers in the NHS · 2019-12-17 · [2] The Chartered Institute of Marketing Measure for measure: metrics and marketers in the NHS [3] executive

Measures of Success Various KPIs / Metrics that can be used to measure the success of your business

Dawn Stevens: Adapting Traditional Metrics to Measure, Monitor, and Achieve Agile Success

Critical web metrics to measure & manage

Measure What Matters: How to Use Metrics to achievepainepublishing.com/wp-content/uploads/2018/03/MPRC-Measure-What... · We help organizations define success and design measurement

Quality Measure Indicators +Throughput Metrics + Automated

How To Measure Social Media Success · Social Media. Example: Increase engagement within the Learning Tools area. Key Performance Indicators (Metrics) Key Performance Indicators (Metrics)

Critical Success Factors and Metrics

What Metrics Should a CSIRT Collect to Measure Success?€¦ · What Metrics Should a CSIRT Collect to Measure Success? Project History. 10 ... Revised spreadsheet multiple times

Marketing Metrics · PDF fileDesign and select metrics that measure marketing‟s impact on the business Ground metrics in data and analytics Use metrics that measure efficiency,