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Evaluating New Media Effectiveness
What are the best ways to measure and track the impact of new media efforts? #ppcnyc
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@fentonprogress
@lisamwitter
@johnlgordon
@hughadam
@mad_azn
The new normal
A quick survey: Do you…
QuickTime™ and a decompressor
are needed to see this picture.
Why?
What are your
goals?
Goals drive tactics
Your goals must be measurable
After you set your goals you must benchmark, monitor, measure and adjust
Traditional metrics
Money Time Names
You are the hero
Traditional Brand Equity
The new metrics• Know, See, Say, Feel, Do
• Audience and Issue Knowledge
• Influence
• Brand Equity
New metrics: Know
Action: Listening, research, monitoring
Metrics: Insights that inform your messaging and social media strategy
Before you start and at every stage of your communications efforts, you should know as much information about possible about your audience, the language they use and the tone of the conversation.
New metrics: See
Action: Watch, Fan, Follow, Views, Subscribe
Metrics: Web traffic, Facebook Fans, Twitter Followers, Video Views, RSS subscribes, email subscribes.
All See metrics, like traditional impression and circulation metrics, are pure potential.
See metrics are a measure of reach, but they are not a true measure of success.
New metrics: Say
Action: Retweet, Like, e-Advocacy, email forward
Metrics: Total RTs, Likes, emails sent, …
Say metrics are a good indication of messaging success and affinity for your organization or issue.
Say metrics are critical to extending your reach and influence…but they are not a truest measure of influence.
New metrics: Feel
Action: Retweet w/ personalization, commenting on Facebook or blog post, personal email.
Metrics: Research, read, interpret
Feel metrics are a true indication of influence and affinity and a goldmine for insight on messaging development and audience identification.
Feel metrics require real research and human interpretation.
New metrics: Do
Action: Volunteer, Donate, Take Action, Sign up, Attend
Metrics: Conversion (money, time, names)
Do metrics are not the end of the line.
Most of your effort should be focused on serving the Doers. Be useful, be relevant, be social
Influence
Influence is the holy grail of social media. Influence determines whether people say and feel and do the things you want them to.
You want to build influence with staff, members, volunteers, media and policy makers.
The key to influence: BE USEFUL
They are the hero
Brand Equity
Content drivesinfluenceExpertise
Stories
Data
AJWS: a case study
Who would you wantto hang with at a party?
Listen Share
Promote Create
REMIXes by other blogs
Listen: Opportunity to connect issue with expertise to produce content
Create/Promote: Content placed on influential food policy blog, not AJWS site
Share: Over 170 Tweet, 18 blog posts by influential food policy crowd
Influence: Monsanto responds
Results: InfluenceIn the conversation: Now 94 results for “food aid + haiti + AJWS” in a Google Blog Search compared to 15 previously
Reporters searching for experts on the issue now turn to AJWS
AJWS has success story to share with members
Commonwealth Fund: analysis
Engaged in popular conversation
A ComparisonWhich shows influence and which shows “follow guilt?”
Listening and adding value
Final word
Old school New school
