Tonight’s Plan● Week in Review● Jason Rosenbaum, KWMU● SEO● Measuring Success● Group Work● Assignments
Authority
● Other people use links to say you are.● You’re established.● You’re consistent.● You’re old.
Bing
“We do look at the social authority of a user.
We look at how many people you follow, how
many follow you, and this can add a little
weight to a listing in regular search results.”
Our Mission
● Identify key performance indicators.● Understand tools and metrics.● Provide clear reporting and analysis.
The Gain
● Build better candidate awareness.● Increase event attendance.● Increase donations.● Drive web traffic.
Measurable Objectives
● Reach __ people on Facebook and Twitter.● Increase total engagement by __ percent.● Drive __ new visitors to the website.● Prompt __ people to RSVP.● Get __ people to buy.
Reach • Impressions • Views • Friends • Subscribers • Followers • In Circles •
Likes • +1s • Comments • Shares • Retweets • Mentions • People Talking About This • Engaged Users • Virality •
Check-Ins • Visits • Pageviews • Time on Page • Bounce Rate • Conversions •
RSVPs • Inquiries • Applications • Gifts
Facebook Twitter YouTube LinkedIn
Build Awareness
Total LikesReach
ImpressionsFollowers
SubscribersUnique Views
FollowersImpressions
Increase Engagement
LikesComments
Shares
FavoritesRetweets
Replies
LikesComments
Shares
ClicksInteractions
Drive Donations
ReferralsConversions
Donations
ReferralsConversions
Donations
ReferralsConversions
Donations
ReferralsConversions
Donations
Conclusion● Start with a snapshot.● Focus on goals.● Zero in on key initiatives.● Identify opportunities.● Don’t sugercoat the facts.● Keep is short.
Final Project● Background● Goals● Target Audience● Current
Environment● Strategy
● Messaging● Management● Calendar● Platforms● Challenges/Risk● Project Plan