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A presentation to Culture24 to stimulate discussion around how cultural organisations can measure their social media activity. Includes a framework to map outcomes to objectives, understanding influence & sentiment and thoughts on visualising conversation.
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social mediameasurement forcultural orgsCulture 24 / July 2010 / Jenni Lloyd
http://www.flickr.com/photos/minafresh-amanda/53443429/sizes/l/in/photostream/
About NixonMcInnes
digital tools
socialbehaviours
we help to connect organisations withthe people who matter to them using thesocial web
Dedicated team of social specialists; founded in 2000.
Full service consultancy: strategy, research, online PR,
applied technology, social design & community
management.
Thought leaders: instigators of ‘MeasurementCamp’
a little bit of social proof :)
Deciding what to measure in social media can be a tricky job. There isa massive range of things you could measure but it’s important tomake sure that:• it doesn’t become time-consuming and a barrier to ‘doing’;• the things you are measuring are meaningful i.e. they relate to
your wider objectives.Therefore, the key is to carefully choose how you’re going to report onyour success and align it with what your organisation needs toachieve.
1 Creating a measurement framework
First agree on the objectives your social media activity will contribute towards
Mapping outcomes to objectives
Activity: External•Increase brand awareness amongst targetaudiences.•Build brand loyalty•Turn audiences into advocates•Engage with and influence target audiences.•Increase 'share of voice' against competitors•Drive visitor numbers / merchandise sales
Activity: Internal
•Protect brand reputation
•Turn our employees into advocates
•Reduce the cost of attracting visitors
Organisational•Increase visitor numbers by x% by x date•Increase repeat visits by x% by x date•Increase school visits by x% by x date
Then agree what the outcome of achieving these through social spacesmight be.
Looking at outcomes: external
Increase brand awareness amongst our targetaudiences
More people finding us online
Build brand loyalty People actively seeking to stay up-to-date with usand our work and visiting repeatedly
Turn our audiences into advocates People talking and telling others about us online
Engage with and influence our target audiences People actively engaging with us online
Drive consideration Website conversions referred from social channelsIncreased brand searches
Looking at outcomes: internal
Protect brand reputation Fewer negative brand mentions online; fast,comprehensive response to those that do occur
Turn our employees into advocates Trained, empowered staff initiating & responding toconversations in social spaces
Staff across touchpoints being aware of andpromoting brand presence in social spaces
Staff generating compelling, conversation-worthycontent and sharing it in social spaces
Reduce the cost of sales brand activity supporting paid search to create costefficient traffic
improvement in organic rankings
List all of the relevant elements of your activity that are measurable –and the associated metrics. Note – the list of stats you could get is endless, sofocus on the ones that relate directly to your objectives:
What you could measure
Facebook•Page views
•New fans
•Likes
•Comments
•Interactions per week
•Active fans
Twitter•New followers
•@replies
•Retweets
YouTube•Channel subscribers
•Channel views
•Total upload views
•Comments on videos
Forums
•Page views
•Unique visitors
•Threads
•Replies
•Referrals to websites
Mapping metrics to outcomes: externalIncrease brand awareness amongstour target audiences
More people finding us in socialspaces
Facebook:•Page views•YouTubeSearch engines•Increased brand searches
Build brand loyalty People actively seeking to stay up-to-date with us and our work and visitingrepeatedly
Facebook:•Page views/fans/likes/commentsWebsite•Increase in repeat visits referred fromsocial spaces + conversions
Turn our audiences into advocates People talking and telling others aboutus online
Listening tool•Increased positive mentions•Increase share of voice
Engage with and influence ourtarget audiences
People actively engaging with usonline
Facebook interactions/post quality/av.#interactions per postYouTube commentsTwitter (RTs, @replies)
Drive consideration Website conversions referred fromsocial channels
Web analytics
Increased brand searches SEM report
Mapping metrics to outcomes: internalProtect brand reputation Fewer negative brand mentions
online; fast, comprehensive responseto those that do occur
Turn our employees into advocates Trained, empowered staff initiating &responding to conversations in socialspacesStaff across touchpoints being awareof and promoting brand presence insocial spacesStaff in resort generating compelling,conversation-worthy content andsharing it in social spaces
Reduce the cost of sales brand activity supporting paid searchto create cost efficient traffic
PPC costsNumber of paid clicks to conversion
Increased brand searches SEM reports
SummaryMeasuring social media activity shouldn’t be purely tool-based; socialtechnologies are tools to better help you achieve your objectives.
It’s easy to get lost in the increasing number of stats available, but if we keepfocused on why we’re using them, then maintaining a useful measurementframework will be much easier.
The objectives and metrics used will need to be scrutinised, amended andadded to over time.
Keeping a monthly log should be frequent enough, any more than this and itbecomes too time consuming.
Before campaigns/events create benchmark reports and evaluate changeafter to gauge impact on the objectives.
2 Influence & sentiment
3 Visualising conversation
3 Visualising conversation
Thanks for listening :)
twitter.com/jennilloydnixonmcinnes.co.uk/people/jenni