Measuring Social Media Content: Effectiveness and Engagement

Debra Askanase

Measuring Social Media Content:

Effectiveness and Engagement

Presented by Debra Askanase Engagement Strategist

NTEN Data Summit September 13, 2012

Today’s session

I. Start with the basics of goals and conversation II. Know what you need to measure, and how

III. Putting it together: ROI measurement case study IV. Breakout groups

V. Report-backs

Soc ial Medi a

Engage

Trust

Action

Know your SMART Goals

S

pecific

M

easurable

A

ttainable

R

ealistic

T

imely

Design your social

media activities to

meet your org or

programmatic goals:

• resource awareness

• membership

• fundraising

• activism

Define your goals Develop content and data points Post to social media channels What content engages? What content does not engage? Measure key data points against goals Optimize that content!

“…brand pages that are very effective at

engaging advocates were 3x more engaging

across the board and would grow 13x more than

the typical active Facebook Page over a year.”

http://www.istrategyconference.com/blog/?category=Social-Media&title=How-Superbrands-Breed-Superfans-5-Best-Practices-for-10X-Greater-Fan-Growth-on-Facebook&pid=811

2012 Wildfire study: engage brand

advocates (+ build community)

Brand advocates bring in an average of 1.3 new

people each

http://www.flickr.com/photos/melkiad/2274406074/

3. ROI – are they going there – measure impact based on goals

Google Analytics

Inbound landing page measurement

1. Is the conversation compelling – measure engagement

Google Analytics, especially social analytics Facebook Insights

YouTube Insights

bit.ly clicks and Twitter RTs comments and shares

2. Stakeholder Insight – measure who cares

Crowdbooster (Twitter), FB posts, YouTube comments

What content resonates? And why?

Facebook Insights (PTAT) YouTube Insights (shares) Bit.ly clicks Twitter RTs Pinterest repins Simply Measured Crowdbooster Google Analytics http://www.flickr.com/photos/70099148@N00/145269819/

Content depends on fans caring:

Measure who cares

ROI: Are they going there?

ROI: Are they going there?

Find online at

http://bit.ly/SMARTgoalt racking

A sample metrics dashboard for you to use.

ROI measurement case study

Summer communications

2012

SMART Goals:

1. Increase parent satisfaction with communication 2. Earlier re-enrollment

3. Increase tour interest

4. Internal culture: implement a few core social media tools, test messaging, tweak

Identify and build the (summer) conversation:

1. Be part of the camp experience: parent/alumni 2. Value of a (Jewish) community and friendship 3. Test content for year-round conversations

Content that resonated

Facebook:

1. Alumni events and mentions

2. “Behind the scenes” videos of events, special moments

3. Images of camp activities, especially camp traditions

Blog:

1. Director reflections on community and traditions 2. Alumni events

380 Likes at the time

Digging even deeper into reach

1. Fan demographics do not equal participation demographics

2. Not all top content is equal

3. Demographics change frequently – stay on top of them

4. Fans share video, photo content much more than others, though they view many types. Will also share compelling blog posts.

What we learned

5. Higher engagement on FB translated to higher CTR and open rates in newsletters, and blog

1. More content aimed at older audiences, more “behind the scenes” content

2. More frequent posting

3. More photos and especially more video

4. Experimented with adding photo collages, different types of photo albums, video

documentary vs. video footage of events

5. Popular FB content inspired corresponding blog posts

6. Added photos to announcements and blog posts

How we used it to optimize content

Summer communications

2012

Successes:

1. Early survey results: parents very satisfied with comms 2. Growth of FB Pages to 1600 fans, 3600 visitors

3. FB PTAT average 20% during the summer camp season 4. Early survey results: 85% read and liked blog content 5. E-newsletters: 74% open rate, 40% CTR

6. Parent satisfaction survey: 45% completion rate, compared to historical 25-30%.

7. Staff became comfortable with using social media, and even enjoyed it!

Small group work: pick one to two questions

http://www.flickr.com/photos/coral/288765135/in/photostream/

1. What are your social media SMART goals? 1. What content

resonates/does not resonate with your audience? Why? 1. What are you NOT

measuring that you want to measure in order to meet your goals?

http://www.flickr.com/photos/bitzi/230188091/in/photostream/

• Know your SMART Goals

• Understand your own Venn Diagram

• Mine content data: identify top-engaged content, who’s engaged, and to what extent

• Create a list of 5 things you’ve learned about how your content resonates and inspires action

• Find the measurement tools you need to capture the data you want

• Set up a measurement dashboard

• Set up Advanced Segments for social media sources in Google Analytics…or a custom GA Dashboard

• What’s next? Create a plan optimize your content!

http://www.flickr.com/photos/bucher/516614692/sizes/z/in/photostream/

Content is for building community

I’m always available to answer follow-up

questions!

Email: debra@communityorganizer20.com

Website: communityorganizer20.com

Blog: http://communityorganizer20.com

Linkedin: linked.com/in/debraaskanase

Twitter: @askDebra

Other slides: slideshare.net/debask

Telephone: (617) 682-2977

http://www.flickr.com/photos/maistora/483238384/in/photostream/

Added bonus: DIY Google Analytics

dashboards in less than 5 minutes!