Goverment 2.0: Social Media in the Age of Obama - Measuring Your Success

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009

Measuring Your Success

Government 2.0

Laura Lee DooleyWorld Resources Institutehttp://www.wri.org

Danielle BrigidaNational Wildlife Federationhttp://www.nwf.org

Audio portion 866-707-4547 - Pwd: 3864729#

Kris Eriksen will moderate



Are you looking at your metrics?

(Polling questions)



Why measure?• Goal milestones

• Benchmark

• Compare

• Focus efforts

• Usability | User interest

• Manage expectations



What to measure?• Traffic

• Connections

• Demographics

• Content “legs”

• Reactions

• Impact



Excel is your friend … trends over time



… deciding what data to collect …



Start with end goal in mind

• To get ___________ to do ___________.

• To change ________ to _________.

• To help ________ achieve _______.



Website Measurement Tools

Who’s coming to your site?



Tool:Google Analytics



Setting up Google

Analytics• 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



Tracking Visitors, Pageviews



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?



TrackingSubscriptions



Email Feed vs. Subscription



Facebook | LinkedIn Measurement Tools

Who’s connected to your mission?



Facebook Fan Page Tracking



LinkedIn | Facebook Groups



Look forEngagement…



Enjoy the Organic GrowthNWF Facebook Fans



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

Tools

Who’s talking to you?



Measuring Engagement

twitter.com/NWF

twitter.com/worldresources

1 + 1 =



www.tweetake.comtweetburner.com

tr.im

Twitter tools for measuring reach

www.twittercounter.comwww.lessfriends.com



Some tools for measuring performance

www.xefer.com/twitter/

twitter.grader.com

www.twinfluence.com

www.webanalyticsdemystified.com/twitter



What Do We Tweet?

• New Blog Entries

• Random Facts & Data

• Breaking News

• Program Information

• Timely Events

• Retweet

• Reply



NWF: As followers grew…

More programs joined…



NWF: We Applied the Tool to Compliment Our Work



NWF: Promoting Wildlife Watch on

Mallard Duck #NWF



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

Satisfaction in Engagement

Ambassador/Evangelist

Ownership

Word of Mouth

Repeat Customers Rel

atio

nsh

ip



Reaching Your Goals by the Numbers

R E A C H

$$ REVENUE $$

Engagement



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



Integration of your info into other sites



Integration of your info into other sites



Invitations|participation in SM events



What Are Your Ideas?



Questions & Answers

Government 2.0

Laura Lee DooleyWorld Resources Institutehttp://[email protected]@gmail.com

Danielle BrigidaNational Wildlife Federationhttp://[email protected]@gmail.com

Education

Goverment 2.0: Social Media in the Age of Obama - Measuring Your Success