1.How to Monitor, Manage, And Measure Your Organization's Social Media Efforts July 15, 2011 Joe May2011 Prepared by State and Federal Communications, Inc.

2. GOALS2011 Prepared by State and Federal Communications, Inc. 3. Setting GoalsWhat are the communications goals of your organization?Key Performance Indicators (KPIs)Looking at the Outcomes2011 Prepared by State and Federal Communications, Inc. 4. Why measure? Measure to knowMeasure to improveMeasure to decide2011 Prepared by State and Federal Communications, Inc. 5. Questions you need to ask: Where are we in relationship to our goals?What is working?What isnt working?Where can we improve?2011 Prepared by State and Federal Communications, Inc. 6. Brainstorming Citizen Engagement Information Management Transparency Crisis Management Customer Service Brand Awareness Finding and keeping talent 2011 Prepared by State and Federal Communications, Inc. 7. KPI exercise2011 Prepared by State and Federal Communications, Inc. 8. Finding your benchmark2011 Prepared by State and Federal Communications, Inc. 9. How long do we need to measure? You need to collect your measurement data long enough to get good and actionable data.2011 Prepared by State and Federal Communications, Inc. 10. Making the connection Always try to connect social media measurement to the outside world Traditional media efforts Meetings, press releases, real-life events2011 Prepared by State and Federal Communications, Inc. 11. Finding Meaning Your job is not to show what the numbers are, your job is to show what the numbers mean. - Jeff Van West2011 Prepared by State and Federal Communications, Inc. 12. 2011 Prepared by State and Federal Communications, Inc. 13. Image of the Wordsearch by Stannered through Creative Commons. 2011 Prepared by State and Federal Communications, Inc. 14. A note about qualitative metrics2011 Prepared by State and Federal Communications, Inc. 15. Goals Rock Star The Smithsonian Institution Summary of the Web and New Media Strategy Goals2011 Prepared by State and Federal Communications, Inc. 16. THE SOCIAL MEDIA PLATFORMS2011 Prepared by State and Federal Communications, Inc. 17. Blogs and Websites Measure online behavior. Who is visiting? What content are they viewing? Where do they go?2011 Prepared by State and Federal Communications, Inc. 18. Blogs and Websites Traffic Sources where is it coming from? Measure direct traffic, organic searches, and referral traffic Track keywords Content Reports Comments Navigation Landing pages, exit pages, in-page analytics2011 Prepared by State and Federal Communications, Inc. 19. Tools and tips Alexa.com Compete.com Websitegrader.com Quick tip: Look for traffic from Social media platforms to your hub (website or blog) Look for: Backlinks, mentions in other blogs and online publications, Twitter mentions and Retweets Offline communications in relation to use of social media 2011 Prepared by State and Federal Communications, Inc. 20. Website and Blog Rock Star City and County of San FranciscoSan Francisco Social Media Center A paragon of social media accessibility.2011 Prepared by State and Federal Communications, Inc. 21. Blogs and Websites MacroEngagementGoals Composition Online Behavior2011 Prepared by State and Federal Communications, Inc. 22. Facebook Facebook Insights Just the numbers please! What data points should I pay attention to in the Facebook User Reports? 1. Users 2. Impressions 3. Interactions 2011 Prepared by State and Federal Communications, Inc. 23. Facebook Rock Star What story does your Facebook interaction tell? Akron-Canton Regional Airport A marketing organization with an airport attached.2011 Prepared by State and Federal Communications, Inc. 24. At the heart of Facebook Most people will come back to your fan page if theres a real sense of community. Mari Smith on Social Media ExaminerWhat actions would encourage this? What measurements would demonstrate this? 2011 Prepared by State and Federal Communications, Inc. 25. Facebook MacroEngagementGoals CompositionReferrals2011 Prepared by State and Federal Communications, Inc. 26. Twitter Just the numbers please! Twitter followers over time Tweets over time Retweets over timeTools Contax.io/ Klout Tweetstats Twitalyzer2011 Prepared by State and Federal Communications, Inc. 27. Grain of Salt Alert Social Media Today Twitter Influence: Who do you believe?2011 Prepared by State and Federal Communications, Inc. 28. Retweet Tools Retweet Rank Tweet Reach RetweetistURL Shortener Tools Bit.ly.com Owl.ly Su.pr 2011 Prepared by State and Federal Communications, Inc. 29. Twitter Rock Star What story does your Twitter interaction tell?District of Columbia Board of Elections and Ethics Alysoun McLaughlin took the problem of long lines at the polls and turned it into a Twitter opportunity! 2011 Prepared by State and Federal Communications, Inc. 30. Twitter Tips Composition of your Twitter followers Tools: Contax.io, Twitalyzer.com, Tweeple.com, Twitter ListsTwitter Search Tools: Twitter searches, Twitter lists, http://twittersentiment.appspot.com/2011 Prepared by State and Federal Communications, Inc. 31. Twitter MacroEngagementGoals CompositionReferrals2011 Prepared by State and Federal Communications, Inc. 32. LinkedIn LinkedIn Analytics Pageviews Unique Visitors Member Followers Member Visits by Profession2011 Prepared by State and Federal Communications, Inc. 33. Dig Deeper LinkedIn Groups, AnswersCheck in Google Analytics to see if LinkedIn is a traffic sourceConnect to real world Did LinkedIn supply new hires? Did you research a contractor?2011 Prepared by State and Federal Communications, Inc. 34. LinkedIn Places to Go LinkedIn Answers: Government and Nonprofit Questions LinkedIn Events2011 Prepared by State and Federal Communications, Inc. 35. LinkedIn Rock Stars U.S. Department of StateTexas Department of Agriculture LinkedIn Profile2011 Prepared by State and Federal Communications, Inc. 36. LinkedIn MacroEngagementGoals CompositionReferrals2011 Prepared by State and Federal Communications, Inc. 37. YouTube YouTube Insights http://www.youtube.com/my_videos_insightViews, Demographics, Content report, bounce and rewind rate, community engagementYouTube Insights tutorial http://www.youtube.com/t/advertising_insightHandy tool: Googles YouTube for Government Page http://www.youtube.com/government1012011 Prepared by State and Federal Communications, Inc. 38. YouTube Rock Star Discover St. Charles (MO) YouTube Channel Move over, public access TV!YouTube Town Hall You can weigh-in on the congressional debates.2011 Prepared by State and Federal Communications, Inc. 39. YouTube MacroEngagementGoals CompositionReferrals2011 Prepared by State and Federal Communications, Inc. 40. GOOGLE ANALYTICS2011 Prepared by State and Federal Communications, Inc. 41. Googles Dashboard The main indicators: Visits Bounce Rate Time on Site Dimensions vs. Metrics2011 Prepared by State and Federal Communications, Inc. 42. The Visitor Puzzle Who is a visitor vs. who is a unique visitor? New vs. Returning The Map Overlay 2011 Prepared by State and Federal Communications, Inc. 43. Mobile!2011 Prepared by State and Federal Communications, Inc. 44. More Reports Traffic Sources Search Engines, Referring Sites and KeywordsContent Which pages are hopping and which pages are graveyards?Navigation Analysis Where do people go when they are on your site or blog? What does it tell you about optimization?2011 Prepared by State and Federal Communications, Inc. 45. Goals and Conversions Event TrackingSo you have a whitepaper is anyone downloading it?2011 Prepared by State and Federal Communications, Inc. 46. The forgotten metric Internal searches and keywords This is a great way to test your site optimization. Are people leaving as happy searchers or are they frustrated?2011 Prepared by State and Federal Communications, Inc. 47. Become a Google Rock Star Google Conversion University http://www.google.com/support/conversionuniversity/bin/request .py?hl=en&contact_type=indexSplash&rd=1The 25 tutorial videos are free!2011 Prepared by State and Federal Communications, Inc. 48. DASHBOARDS2011 Prepared by State and Federal Communications, Inc. 49. Monitoring Dashboard How to see if you have been mentioned: Find the backlinks Google Analytics referrals, Google Webmaster tools Backlinks Also Alexa.com and www.opensiteexplorer.org for backlinksFind the conversations Twitter, TweetDeck, HootSuite, Topsy.com, Addictomatic.comGoogle Search, Google Alerts, Google Reader Socialmention.com 2011 Prepared by State and Federal Communications, Inc. 50. Analytics Dashboard Free Metricly https://metricly.com/ Google Analytics https://www.google.com/analyticsFor Pay Social Report https://www.socialreport.com Unilyzer http://www.unilyzer.com/ HootSuite http://hootsuite.com Netvibes http://www.netvibes.com TwentyFeet https://www.twentyfeet.com 2011 Prepared by State and Federal Communications, Inc. 51. Analytics Rock Star Centers for Disease Control and Prevention Metrics Dashboard Web Analytics as Government Transparency!CDC Annual Summary 20102011 Prepared by State and Federal Communications, Inc. 52. Daily Routine What do you measure?Photo by Julius Shorzman through Creative Commons.2011 Prepared by State and Federal Communications, Inc. 53. FOR FURTHER STUDY2011 Prepared by State and Federal Communications, Inc. 54. Your Daily Scan Social Media and Gov 2.0 News #measure mashable.com socialmediatoday.comwww.govloop.com www.nextgov.com techpresident.com governingpeople.com2011 Prepared by State and Federal Communications, Inc. 55. Follow the Blogs! Social Media Metrics Blogs KDPaines PR Measurement Blog http://kdpaine.blogs.comThe Measurement Standard http://kdpaine.blogs.com/themeasurements tandardBrass Tack thinking http://www.brasstackthinking.comWeb Analytics Google Analytics BlogWeb Analytics (cont.) Web Strategy Blog by Jeremiah Owyang http://www.webstrategist.com/blog/ Occams Razor Web Analytics Blog by Avinash Kaushik http://www.kaushik.net/avinash/ Omniture: Industry Insights http://blogs.omniture.com/ J Cutronis Analytics Talk http://cutroni.com/blog/ Kaizen Analytics http://www.kaizen-analytics.com/http://analytics.blogspot.com/Zoom Metrix http://www.zoommetrix.com/Google Analytics YouTube ChannelOnline-behavior http://online-behavior.com/http://www.youtube.com/user/go 2011 Prepared by State and Federal Communications, Inc. 56. Reading List Social Media Twitterville by Shel Israel Groundswell by Charlene Li, Josh Bernoff Here Comes Everybody: The Power of Organizing Without Organizations by Clay Shirky Social Media Metrics Social Media Metrics by Jim Sterne Measure What Matters by Katie Delahaye Paine The Now Revolution by Jay Baer and Amber Naslund2011 Prepared by State and Federal Communications, Inc. 57. Organizations The International Association for the Measurement and Evaluation of Communication http://www.amecorg.com/amec/index. asp Web Analytics Association http://www.webanalyticsassociation.or g/ 2011 Prepared by State and Federal Communications, Inc. 58. Documents Barcelona Declaration of Measurement Principles http://www.amecorg.com/amec/Barcel ona%20Principles%20for%20PR%20 Measurement.pdf Valid Metrics for PR Measurement http://ameceuropeansummit.org/amec orgdocs/ValidMetricsFramework7June 2011PrintVersion.pdf 2011 Prepared by State and Federal Communications, Inc. 59. Upcoming Events North American Summit on Public Relations Measurement PRSA and Institute for Public Relations September 18-20, 2011 in Philadelphia, PAWeb Analytics Association Symposiums The Future of Analytics: Leading the Modern Enterprise Seattle, October 3, 2011 Content and Conversion: What Each Can Learn from the Other Philadelphia, November 2, 20112011 Prepared by State and Federal Communications, Inc. 60. What does that word mean? Webtrends Web Analytics Glossary http://www.webtrends.com/Education/Glossar y2011 Prepared by State and Federal Communications, Inc. 61. THANK YOU!Joe May, Social Media Coordinator jmay@stateandfed.com State and Federal Communications, Inc. 80 South Summit Street Suite 100 Akron, Ohio 44308 330.761.9960 www.lobbycomply.com2011 Prepared by State and Federal Communications, Inc.