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This presentation looks at how to measure real social media engagement, and defines metrics that lead to ROE and metrics that actually measure activism based on ROE. We also look at what social media activities lead to the highest ROE and how to use that information to design your programs and social media implementation. Lastly, the presentation covers three ROE supportive case studies.
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Where’s the Return on Engagement?Measuring Social Media ROE
Debra AskanaseCommunity Organizer 2.0May 18, 2011
Webinar Takeaways
What is Return on Engagement
Status and Engagement Metrics
Designing ROE
Case studies
Tools
http://www.flickr.com/photos/52352295@N00/181354778/
http://www.flickr.com/photos/lenore-m/312319615/
Communication
Collaboration
Multimedia
Entertainment
Reviews and Opinions
Return on Engagement
The metric tied to time and investment spent participating or interacting with other social
media users, and in turn, what transpired that's worthy of measurement*
Hat tip to Brian Solis for the inspirationhttp://socialmediatoday.com/index.php?q=SMC/176801
First define measurable goals
http://www.flickr.com/photos/lululemonathletica/3876552794/
Activities and outcomes follow
There are two types of measurements
Status Measurements (leading to ROE)
Engagement and activism measurements
http://www.flickr.com/photos/55714700@N00/5383102286/
Status measurements Engagement and activism measurements
Numbers that are not in the context of social media conversations, nor reflect the impact of social network conversations
Numbers that are in the context of social media conversations, and often reflect the impact of social network conversations
Leading to ROE Are used to measure ROE
Status measurements: Leading to ROE
These are status check-ins that are
non-contextualsuch as
Number of followers, friends, RTs, readers, Likes, views, connections, photos shared, etc.
But we need to do it
Status measurements alone do not tell the right story
400 spammersOnly 3 followers that cared at allCouldn’t influence people to click links!No one playing game came from Twitter
Goal: sign up to play an online gameSocial media activity: TwitterStatus metric: number of Twitter followers
4,000 Twitter followers in one year!
4,000 Twitter followers in one year!
The Case of the 4,000 Twitter Followers Who Don’t Care
Engagement and activism measurements: foster community
These are contextual measurements that speak
to how engaged the community is, how willing it
is to take action, & your influence on the
community=>
Converts to intended action
http://www.flickr.com/photos/34086095@N05/4860818097/
Engagement you can measure
Participation – comments, interactions, usage of widgets, @messages, shares, likes, posts, tagsDegree of Authority – authoritative sites linking to your URLs, talking to about your content, organization, campaign Influence – size of user base subscribed to your content, ability to influence conversation, Klout/Twitalyzer, #RTs per post, hits to website from social sitesSentiment – how do people feel about you, % change
Resource: http://www.beingpeterkim.com/2008/09/a-framework-for.html
If your social media strategy isn’t an
engagement strategy, then you’re
not realizing ROI
The social media activity funnel
(and realize ROE)
Case study from 22Squared:
Studied how 100 top brands used social mediahttp://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
The successful brands moved people beyond short-term impact to include
return on engagement
Objectives included advocacy, trust, loyalty, influence
You can design engagement for higher ROE
http://www.flickr.com/photos/48450255@N08/5188623949/
ROE of Social Media Actions*
Create a video,
custom message,
tweet, product for the
company
Create a video,
custom message,
tweet, product for the
company
Become a fan
FriendFollow
JoinDiscuss
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Donate
VisitWatch
DownloadReadPlay
Donate
Engage Contribute Participate Create
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
Creators talked and proactively shared information about the
brand the most. They also influenced buying decisions the
most.
Low-level engagement by itself did not produce significant ROE (this activities lead to ROE)
It is possible to measure level of engagement
Engagement Measurement
Total number who engage in some way with your organization’s social media spaces or within it/Total number of people in the same social media spaces
Example: 1200 people from our Facebook Page and Linkedin Group engage with those sites monthly/6,700 people who follow us on those spaces = 18% are actually engaged with your organization online
It is possible to measure activism
Activism Measurement
Total number who took action from your social spaces that you asked them to take /Total number of people within your social media spaces
Example: 280 people from our Facebook Page and Linkedin Group completed a survey on your site/6,700 people who follow us on those spaces = 4% are willing to take action for your organization
Goal Leading to ROE Activities (some concurrent with ROE activities)
Measure-ments(mostly status)
ROE Activities
Engagement Measure-ments
Sign up for classes online
• Develop and nurture FB Page• create FB groups for each class
• No. of fans• No who post• No. in group• Post impressions• No. who visit site from social media• No. who are engaged weekly
• Q&A bloginterviews with students, discussion on FB Page• Create your own class (FB poll)• Tell a friend activity involving tagging
• FB engagement• group comments• poll participants• No. who tell a friend and tag on FB
What is the engagement %?
One type of ROE measurement chart
Goal was: sign up for online classes
• How many came from Facebook?• How many came from the blog?• How many came from Twitter?• How many came from a specific bit.ly link
shared on social media?• What is the activism measurement? • What is the engagement measurement?
https://spreadsheets.google.com/ccc?key=0Auim7mCKWRJsdEVHYTRHOV9oUVV0dk5rR1plbWFyOGc&hl=en&authkey=CIGr7Y4D#gid=2
Sample social media metrics template
Many thanks to Amy Sample Ward for creating this fabulous template Follow her @amyrsward
Tactics
Overall Strategy
Platforms Website
Tactics Campaigns
Measure ROE and Leading to ROE
ROE: Lily the Black Bear
http://www.facebook.com/lily.the.black.bear
Remembering ROE of social media actions
Create a video,
custom message,
tweet, product for the
company
Create a video,
custom message,
tweet, product for the
company
Become a fan
FriendFollow
JoinDiscuss
Become a fan
FriendFollow
JoinDiscuss
Post reviews
Give feedback
VoteContribute
ideas
Post reviews
Give feedback
VoteContribute
ideas
VisitWatch
DownloadReadPlay
Donate
VisitWatch
DownloadReadPlay
Donate
Engage Contribute Participate Create
Lowest to highest Return on Engagement
* Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
Designing Lily’s Engagement on FB
Engage: Watch videos on FB and Live cam on site, donate, read, visit site
Contribute: give opinions and feedback, vote in contests, name the bear, etc.
Participate: Facebook Friend, follow tweets, discuss and comment
Create: Post their own photos, tweet proactively, comment proactively.
ROE: To Mama With Love
Designing TMWL Engagement
Engage: donate, visit site and FB, read
Contribute: give opinions and feedback, vote on justcoz tweets, evaluate campaign
Participate: Facebook Friend, follow tweets, discuss and comment on each heartspace, within FB group
Create: Create own heartspace, tweet proactively, comment proactively, create challenges, blog posts
Finding what you need to know online
http://www.flickr.com/photos/23196822@N00/2224184085/
Basic (& Free) Monitoring Tools
Indexed by Google, Google Alerts*: http://www.google.com/alerts
Tagged by Delicious or Flickr, Create Keyword RSS feeds:http://www.delicious.com, http://www.flickr.com Chatter in blog comments, Backtype: http://www.backtype.com/home/alerts
Blog posts/blogs: http://www.blogpulse.com/
Basic (& Free) Monitoring Tools
Message Boards, BoardReader:http://www.boardreader.com
Facebook and Twitter campaigns, Rowfeeder:http://www.rowfeeder.com
General search, Social Mention:http://www.socialmention.com
Twitter mentions, SocialOomph:www.socialoomph.com
http://www.mediabistro.com/alltwitter/what-are-the-best-social-media-monitoring-tools-infographic_b7831
It’s really important to spend the time creating an engaged community
http://www.flickr.com/photos/73584213@N00/322654818/
…so that your ROE will scale and eventually…
http://www.flickr.com/photos/65823059@N00/2283805003/
If you ask, they will act.And ask others to do so.
Enthusiastically.
http://www.flickr.com/photos/32595872@N02/4195880838/
Questions?
