Page 1
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Measuring Your Success
Government 2.0
Laura Lee DooleyWorld Resources Institutehttp://www.wri.org
Danielle BrigidaNational Wildlife Federationhttp://www.nwf.org
Audio portion 866-707-4547 - Pwd: 3864729#
Kris Eriksen will moderate
Page 2
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Are you looking at your metrics?
(Polling questions)
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Why measure?• Goal milestones
• Benchmark
• Compare
• Focus efforts
• Usability | User interest
• Manage expectations
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
What to measure?• Traffic
• Connections
• Demographics
• Content “legs”
• Reactions
• Impact
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Excel is your friend … trends over time
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
… deciding what data to collect …
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Start with end goal in mind
• To get ___________ to do ___________.
• To change ________ to _________.
• To help ________ achieve _______.
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Website Measurement Tools
Who’s coming to your site?
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Tool:Google Analytics
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Setting up Google
Analytics• 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
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Tracking Visitors, Pageviews
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Traffic Sources
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
www.crazyegg.com
www.enquisite.com
Other Free Analytics Tools
www.woopra.com
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Onsite Website Survey Tools
www.kampyle.com
4q.iperceptions.com
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Make Metrics Accessible to Authors
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Share Metrics with Widgets
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
www.webanalyticsassociation.org“DEFINITIONS”
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
RSS Feed Measurement Tools
Who’s subscribing to you?
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
TrackingSubscriptions
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Email Feed vs. Subscription
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Facebook | LinkedIn Measurement Tools
Who’s connected to your mission?
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Facebook Fan Page Tracking
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
LinkedIn | Facebook Groups
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Look forEngagement…
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Enjoy the Organic GrowthNWF Facebook Fans
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
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
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Twitter Measurement
Tools
Who’s talking to you?
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Measuring Engagement
twitter.com/NWF
twitter.com/worldresources
1 + 1 =
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
www.tweetake.comtweetburner.com
tr.im
Twitter tools for measuring reach
www.twittercounter.comwww.lessfriends.com
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Some tools for measuring performance
www.xefer.com/twitter/
twitter.grader.com
www.twinfluence.com
www.webanalyticsdemystified.com/twitter
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
What Do We Tweet?
• New Blog Entries
• Random Facts & Data
• Breaking News
• Program Information
• Timely Events
• Retweet
• Reply
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
NWF: As followers grew…
More programs joined…
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
NWF: We Applied the Tool to Compliment Our Work
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
NWF: Promoting Wildlife Watch on
Mallard Duck #NWF
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Return can often be engagement…
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
… In summary …
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Growth ofFriends | Fans | Followers | Visits
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
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
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
WHY? Learn and Apply
Originally uploaded to Flickr by Steven S.
Study…then Test!
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Reaching Your Goals by the Numbers
Satisfaction in Engagement
Ambassador/Evangelist
Ownership
Word of Mouth
Repeat Customers Rel
atio
nsh
ip
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Reaching Your Goals by the Numbers
R E A C H
$$ REVENUE $$
Engagement
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Measuring the Immeasurable
“They like me, they really like me”
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Recognition for online access / presence
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Personal profile posts of content
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Community steps forward to support
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Integration of your info into other sites
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Integration of your info into other sites
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Invitations|participation in SM events
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
What Are Your Ideas?
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Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 3: Government 2.0: Social Media in the Age of Obama February 26, 2009
Questions & Answers
Government 2.0
Laura Lee DooleyWorld Resources Institutehttp://[email protected] @gmail.com
Danielle BrigidaNational Wildlife Federationhttp://[email protected] @gmail.com