Social Media Metrics: Free tools to help you measure your success

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Social Media Metrics June 3, 2009

Social Media Metrics: Free tools to help you measure your success

Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/[email protected]

http://www.wri.org/

mailto:[email protected]



The Social Loop

Source: Wayne Smallman



Edelman Trust Barometer 2009

Regardless of channel, voice, or country …

… a majority of people need to hear the same message 3-5 times to believe it.



Strategy



Flickr: aussiegall/Louise Docker

Create BuzzListen



Flickr: aussiegall/Louise Docker

Are you looking at your metrics?



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Why measure?

• Goal milestones• Benchmark• Compare• Focus efforts• Usability | User interest• Manage expectations



Measure:Return on InvestmentReturn on InformationReturn on EngagementReturn on Relationship



Edelman Trust Barometer 2008

People like doing business with people they know …… and love doing business

with people they trust.



TRUST is personal . . . requires risk-taking . . . about relationships, not

transactions . . . based on being willing to put the other’s needs first.





new ways to play & build relationships



METRICS MANTRA:

“You can’t manage what you can’t measure.”



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What to measure?

• Traffic• Connections• Demographics• Content “legs”• Reactions• Impact



… deciding what data to collect …



Excel is your friend … trends over time



Start with end goal in mind

• To get _______ to do _________.• To change from ______ to _______.• To help ________ achieve _______.



Website Measurement Tools

Who’s coming to your site?



Tool:Google Analytics



Setting up

Google Analytic

s

• 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



Benchmarking against sites of similar size



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?



Tracking Subscribers and Reach

Reach is the total number of people who have taken action - viewed or clicked - on the content in your feed.



Email Feed vs. Subscription



Performance of Individual Links



Facebook | LinkedIn Measurement Tools

Who’s connected to your mission?



Facebook Fan Page Tracking



Facebook Lexicon: Measuring buzz



Look for Engagement…



Enjoy the organic growth . . .



. . . understand the different growth rates



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?



• Tweet = Twitter message/update• Reply = @username• Direct Message = Mutual friend message• Favorite = Starred tweet• Retweet = RT @username, repeated tweet• Hashtag = #keyword, way of labelling

terms



What to Tweet?

• New Blog Entries• Random Facts & Data• Breaking News• Program Information• Timely Events• Retweet• Reply



twitter.pbworks.com/Apps



AUTHORITY: Followers, frequency, @replies



twittercounter.com



useqwitter.com



URL shorteners . . . metrics, noframe



track twitter links through GA

http://www.wri.org/press/2009/04/new-report-shows-strong-potential-economic-benefits-

renewable-energy-southeast-us-0 ?utm_campaign=blogging&utm_medium=twitter&u

tm_source=microblog



twitter.mailana.com (@petewarden)



www.twitalyzer.com: User, brand, search



search.twitter.com



retweetist.com



. . . more than retweets . . .



backtweets.com



tweetake.com



FOLLOWERS DATA

• Twittername

• Real name

• Location

• URL

• Biosketch

• Tweet Type

• Follower/Mutual

• Date/Time Followed

• Blog feed (listen)

• Blog contact info





What are we measuring anyway?

• Twitter: Overall performance

• Tweets:ClickthroughsResponses – direct, indirect

• Tweeple:Your brand advocates, naysayersGrowth in friends, followersConnections beyond twitter



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

Rela

tions

hip

Information Seeker

Ambassador/Evangelist

Partner/Donor

Word of Mouth

Repeat Visitor Rela

tions

hip



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



Reuse | Mashups of your content



Reuse | Mashups of your content



www.filtrbox.com



socialmention.com



local.google.com



Invitations|participation in SM events



Lessons Learned



Build knowledgebase of data . . .



. . . go beyond up and to the right . . .



. . . measure active conversation . . .



. . . your brand is the sum of many parts . . .



post ratio - 1:12 (1=you, 12=them)



. . . online engagement obstacle . . .



. . . success stories, relationships . . .



. . . measure against . . .1) self 2) similar 3) community



. . . measure your contribution . . .



. . . listen + share + measure = TIME . . .



What Are Your Ideas?

Education

Social Media Metrics: Free tools to help you measure your success