Measuring Success in Social Media

Presented by John Kenyonwww.johnkenyon.org

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Email + Website Still #1• Effective, engaging website • Websites don’t raise money –

multi-channel campaigns do

Coordinated Approach

Toolbox

Monthly Report

Culture of Content Generation

Editorial Calendar

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Content Plan

Not just “what should we talk about?”What will bring our story to life?What will support our objectives?

Right Content - Right Channel

Email

Best-of Web Content, Announcements

Single Subject - Alert, Campaign

Conversational, Friendly, Opinions

ENewsletter

Tidbits, Facts, Links are King

Professional Related Content

Overview, Subject/Program, Testimonials

Right Content - Right Channel

What are our challenges with Monthly Reporting?

With Content Creation/Curation?

Reflection

Tracking website, email + social media metrics

The Right Metrics

Website

EmailThe Right Metrics

The Right Metrics

The Right Metrics

Metrics:Return on Effort

Traffic, Social Hub

Content Quality/Relevance

Share of Voice

Community Size/Engagement

Sentiment

Metrics: Referral Traffic

Source: Social Media Examiner

Referral Traffic, AddThisNote, Set GoalsTwitter: search Twitter and t.co

Metrics: New GA “Social” Hub

Metrics: Quality & Relevance

Source: Social Media Examiner

Not comments, retweets (“vanity metrics”)What CONTENT resonates?Page Views, Time on Page trends

Metrics: Share of Voice

Source: Social Media Examiner

Conversations: Mentions by ChannelYour Mentions ÷ Mentions of Top “Competitors”SocialMention, Radian6

Metrics: Community Size/Engagement

Source: Social Media Examiner

Social CRM

Mentions, Engagement, Size

Influencer Recommendations

Metrics: Sentiment

Source: Social Media Examiner

Imperfect “Opinion Mining”

Tag mentions: Positive/Negative/Neutral

Add Totals, Measure Over Time

Your Own Metrics are More Important

Interesting to Compare

No True Industry-Wide Benchmark

Cycle

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How do we track metrics?

How might we do it differently moving forward?

Reflection

Question & Discussion

Ideas for Experiments

Your Experiences

Integration

Tools

Metricswww.davidarmano.com

Thank You!

All Images: Flickr - Creative Commons License