Social Media Analytics #wspc2011
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Social Media
LaDonna Coy, MHR, CPS, CDLA
Analytics
Exploring
LaDonna Coy, MHR, CPS, CDLA
are you curiousabout SocialMedia
Where
Analytics?
Learning Objectives
• Develop a basic understanding of social media metrics & measures
• View analytics examples• Identify social media
measurement service providers• Start a basic tracking/monitoring
tool & plan of action
Social Media is like Driving
Dashboard
Maps
GPS
Just ask
Just ASK!
Howdoes
Social Mediareduce
tobacco sales?
Pick a Goal/Objective/StrategyGoal/Outcome: To reduce tobacco sales to underage youth thereby reducing rates of tobacco use among youth.
Example
Objective Communications Issue
Communication Objectives
Output Outtake M&Ms
1. Raise awareness of local merchants & clerks about sales to minors
Awareness of issue & legal consequences
Provide information & host Social Media discussions about sales to minors; honor those who don’t sell to minors
Develop and post a series of brief updates to FB regarding sales to minors; respond to posts
Change in awarenessSentiment
# times viewed, # unique views# comments (sentiment)# times shared/RTSurvey/eval
2. Increase skills of local merchants and clerks to do effective “ID Checks”
Perception of sales to minors
ID Checks become a matter of routine for tobacco sales
Produce brief web-based training videos; train merchants & staff on how-to do ID checks
Change in perception of harm
# Ratings# embeds/links# viewings# completed feedbackRatio views/completed evaluation survey
SocialMedia?
What is . . .
What are all these things then?
SocialMedia
Tools
Relationships …
… make media social!
RTLike“Friend”
FollowShare
Update
TweetDigg
Text
Comment
What canSocial
Mediametrics tell us?
Ways to measure Social Media?
KD Paine Measuring Engagement is Just Another Term for Measuring Relationship http://bit.ly/bD28Et
Analytics
Surveys
Content Analysis
Surveys
$
Content AnalysisB E W H O R C X E W W XU P H B K T P C W H K S H W E C R P S H O O N WV I N F L U E N C E V L B J V A U C N E N Y E H X S F L T G T V E O K A N U F C F I I F M Q A ZR N K U V E M Q I F M D I H L P W H E R E M J F L B Y E B C N J N Q E C L G V W H A T K E S S I
Analytics Tell You …
• Who’s coming to your site(s)?• Where they’re coming from?• What they do there?
Where are you “present” online?Assessment
Where are your people present & interacting online?
Brainstorm
Mapping Presence
Where?Who?
RSS Reader Your Dashboard
facebook feeds
Track & Listen TemplateContent Analysis
Follow – Track – Respond
More $ than Time?
What do Analytics tell us?
Analytics Tell You …
• Who’s coming to your site(s)?• Where they’re coming from?• What they do there?
Google Analytics DashboardVisits
Site Usage
Traffic Sources Map Overlay
Visitor Overview
Average Page Views (all)
Content Overview
Who: People
Where from?
Content
Analytic Metrics
• % increase in visitors • % increase in returning visitors • Increase in number of different
pages viewed
Analytic Metrics
• How many new subscribers/followers?
• How often do they visit? • How long do they stay?
Analytic Metrics
• # of sessions with > 5 page views • # session > 5 minutes in duration• Increase in # of downloads
Analytic Metrics
• How much/often are people commenting?
• Ratio of visits to comments or ratings?
Analytic Metrics
• Conversation index• # Retweets (Twitter)• # or % Fan increases (FB)• # Interactions (comments, wall
posts, likes)• Language, location, gender, age
Beyond page visits, picking up a brochure, or passing a billboard on the highway, at the end of the day what’s ultimately important is influence and relationships. --K. D. Paine
Influence & Relationships
# InteractionsLikes
CommentsWall Posts
Post Quality
Total Interactions CommentsWall PostsLikes
InteractionsACTIVE FansThis week
Demographics TOTAL Fans
Demographics TOTAL Fans &Unsubscribed
Video
The Basics
Links
Audiences
Three Things for Social Media Success
Root your social media strategies in your Plan
Focus on nurturing relationships
Analytics
Surveys
Content Analysis
Monitor your data and adjust to meet your goals
A Matter of Transformation6 CSAP Strategies SPF Social Media Activities (1)
Information Dissemination
Assessment Creators
Education Capacity Building ConversationalistAlternatives Planning CriticsProblem ID & Referral Implementation CollectorsCommunity-based Process
Evaluation Joiners
Environmental Strategies
Cultural Competency Spectators
Sustainability Inactives
We connect, engage or become increasingly irrelevant
These things I know ...
It is our conversations ..
that really matter.We have the tools.
A change in our analog “thinking” is required.
The way we do our work is changing.
"Social media isn’t just about new widgets and gadgets ... It’s about a rapidly evolving culture, and a fundamental shift in communications, community building and decision making.
To succeed in the 21st century, you need to know what this is all about, and how you can align your work in this new era."
--Lisa Colton, Darim
Resources & References
• Kelsey Ruger http://www.slideshare.net/themoleskin/social-media-measurement
• Beth Kanter Listening for NonProfits in a Connected World at http://www.slideshare.net/kanter/listening-for-nonprofits-in-a-digital-world
• WeAreMedia http://www.wearemedia.org/Tactical+Track+Module+1
• KD Paine Measuring Engagement is Just Another Term for Measuring Relationship http://bit.ly/bD28Et
• Measuring Public Relationships from Amazon http://bit.ly/arZMHw
• Laura Quinn, Idealware http://www.idealware.org/articles/
Sources to Learn More
Webinars and Video • Idealware webinars http://idealware.org/online-training • Charity How-to http://charityhowto.com/
Books• Paine, K. (2007). Measuring Public Relationships: The
Data-Driven Communicator’s Guide to Success• Paine, K. (2011). Measure What Matters: Online Tools
for Understanding customers, Social Media, Engagement and Key Relationships
Photo Citations
• http://www.flickr.com/photos/graphicfootprints/• http://www.flickr.com/photos/zakh/337938459/• http://www.flickr.com/photos/amylenzo/119927340/
• All other photos from:• Istockphoto.com• Shutterstock.com
This presentation is licensed under CREATIVE COMMONS.This means you can use it, or parts thereof, as long as appropriate attribution is given and your resulting product is made available under this same license. The license prohibits using this presentation for commercial purposes. A list of citations and links is included for your reference and use. Please cite all creative commons photos to the original source.
Suggested Attribution: Source: LaDonna Coy, MHR, CPS, CDLA for the Wisconsin State Prevention Conference, June 14-16, 2011. Delivered in agreement with the Central Regional Team, Centers for the Application of Prevention Technologies.
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