calpact new media webinar: social media measurement and evaluation
DESCRIPTION
You’re on a roll with social media – you’ve got your plan in place, you’re putting your voice out there, monitoring and engaging in conversations, and hopefully getting folks excited about your message or even, taking action. But if you’re too busy doing, and not taking the time to answer the so what, how will you know you’re on the path to social media success and having an impact? In this webinar, the second session in the latest 21st Century New Media Series from CALPACT and CHL at UC Berkeley's School of Public Health, JC De Vera of the Greenlining Institute and Rae Roca-Pickett, Julian Aldana, and Riana King of the Young Invincibles share how they: measure and evaluate their social media efforts to ensure it best meets their communication objectives; refine their efforts to measure what really matters; and get actionable results that help produce greater impact. Enjoy this presentation from the training! Listen to the webinar here: http://cc.readytalk.com/play?id=4i4dix To view other resources from this webinar: The Art of Listening Social Media Toolkit for Nonprofits: http://www.slideshare.net/SPHCalpact/the-artoflisteningsocialmediatoolkitfornonprofits Social Media Measurement and Evaluation Resources: http://www.slideshare.net/SPHCalpact/sm-measurement-and-evaluation-resources To learn more about this series, please visit: http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html Follow Us on Twitter: @CALPACT Facebook: http://www.facebook.com/CALPACTUCB Website: www.calpact.orgTRANSCRIPT
Welcome to the Webinar!
Planning for Social Media Success: Part 2 Social Media Measurement and Evaluation
We will begin shortly…
Social Media Measurement & Evalua4on
Today you’ll be hearing from…
JC De Vera Communica4ons Manager The Greenlining Ins4tute
Lisa Peterson New Media Educa4on Specialist
CHL/CALPACT
Rae Roca-‐PickeI Senior Na4onal Communica4ons Manager
The Young Invincibles
Social Media Measurement & Evalua4on
Riana King California Communica4ons Coordinator
The Young Invincibles
Julian Aldana Digital Media Coordinator The Young Invincibles
Agenda
• Review of session objectives • Housekeeping • JC De Vera ~ The Greenlining Institute • Julian Aldana, Riana King, Rae Roca-Pickett ~ The
Young Invincibles • Conclusion
Social Media Measurement & Evalua4on
Objectives
• Understand how to integrate measurement and evalua4on into a social media strategy
• Iden4fy which metrics to measure and which tools are best
for them
Social Media Measurement & Evalua4on
We’re live tweeting the event!
Use #calpactNM14
Social Media Measurement & Evalua4on
The Greenlining Institute
JC De Vera Communica4ons Manager The Greenlining Ins4tute
Social Media Measurement & Evalua4on
ì
“It’s More Than Just a Tweet.” Making Social Media COUNT!
Presented By: JC De Vera, Communica>ons Manager
Greenlining and Social Media
ì Started to see big gains aVer developing a plan
ì Measurement and evalua4on helps us become more effec4ve each day.
ì Produced a toolkit to share experiences and lessons learned.
3 Ques4ons to Answer
ì Why should I even care about measurement and evalua4on?
ì What can be measured, and what should be measured?
ì How do I measure and evaluate?
First, some words of wisdom…
The father of the Philippine Revolu4on once said…
“(S)he who does not know how to look back at where (s)he came from will never get to his/her des;na;on.”
What does that mean?
ì You always need to remember why you’re using social media in the first place!
ì Each post you make, each hour you spend, should be built towards something grander.
ì Your GOALS are important.
Do what the cool people do
ì MEASURE
ì EVALUATE ì How else will you know
whether you’ve reached your des4na4on or not?
More on why you should care…
ì Measurement and evalua4on allows you to… ì Work smarter, not harder ì Understand your strengths and challenges ì Learn what to con4nue doing, and what to change ì Have real data to allow others to buy-‐in ì Celebrate your progress, and plan ahead for more!
ì What can be measured?
But before we answer that…
ì Just wanted to let you know that…
ì We’re focusing on Facebook, TwiIer, and HootSuite
ì Tools exist for other plaborms, but it’s important to understand how to analyze the Big 2!
Sweet, sweet, HootSuite
ì What it is… ì A social media dashboard
ì What it can do… ì Manage all of your accounts ì Produce free basic analy4cs
reports (beIer custom ones if you have a paid subs.)
ì Shorten links, and track clicks
ì Make your life easier!
Some common jargon to know…
ì Key performance indicators (KPIs) = what you’re measuring (e.g. comments)
ì Metrics = the actual numbers (e.g. 12)
ì Markers = benchmarks to help you define progress
What to measure on Facebook
ì Going deeper… ì Demographics of your
audience ì What day/4me your
audience is online ì The number of posts you
create over a 4me period ì The success of individual
posts – types of posts ì Source of likes/visits
ì Engagement ì Likes on Posts ì Shares ì Comments ì Wall Posts by other users
ì Brand Recogni4on ì Page Likes ì Reach over a period of
4me ì Number of visits to page
over a period of 4me
What to measure on TwiIer
ì Going deeper… ì What exact tweets reaped
the most clicks or favorites?
ì What lists are you in? ì Who are your new
followers? ì Source of clicks ì Number of tweets you
create over a period of 4me
ì Engagement ì Men4ons ì Favorites ì Hashtag Virality ì Clicks on Links
ì Brand Recogni4on ì Followers ì Lists ì Retweets (w/ personal
messages)
ì How do I measure and evaluate?
Aligning your goals with an objec4ve
ì Remember the importance of sekng a vision, and crea4ng SMART objec4ves?
ì What objec4ves will help you achieve those larger visions? Match them up.
Define your KPIs and metrics
Collect metrics at least monthly
ì Schedule 4me at the beginning of the month to review prior month performance
ì See what worked, what didn’t
ì Re-‐evaluate, change or update your strategies
ì See if you need to focus more energy doing par4cular tac4cs (e.g. sharing more photos)
Create a master spreadsheet
It’s more than just the numbers…
ì Quan4ta4ve ì Numbers don’t mean much
without meaning aIached to them.
ì Qualita4ve ì Read into the numbers. ì Example: Why was a
par4cular post good? Take note of the content you shared. This may strike gold with your audience more than other types of content.
…so interpret your numbers in a report!
ì What were the biggest takeaways from the numbers?
ì What are best prac4ces moving forward?
ì What needs more aIen4on moving forward?
ì What strategies do you need to research/incorporate?
3 Takeaways
ì Measurement and evalua4on are cri4cal for your social media success – it’s the primary way you’ll grow.
ì You need to be consistent and put effort into it.
ì It’s more than just the numbers.
ì Thank you!
For more informa4on and to find this toolkit please go to greenlining.org. Contact: JC De Vera, Communica4ons Manager [email protected]
We’re live tweeting the event!
Use #calpactNM14
Social Media Measurement & Evalua4on
The Young Invincibles
Rae Roca-‐PickeI Senior Na4onal Communica4ons Manager
The Young Invincibles
Social Media Measurement & Evalua4on
Riana King California Communica4ons Coordinator
The Young Invincibles
Julian Aldana Digital Media Coordinator The Young Invincibles
Presented by: Young Invincibles JULIAN ALDANA, Digital Media Coordinator
RIANA KING, California Communications Coordinator
RAEANN ROCA-PICKETT, Senior National Communications Manager Tweet with us! #CalPactNM14
DIGITAL DOMINATION, PART 2: HOW TO GENERATE AND USE
ANALYTICS AWESOMELY
WHO ARE THE
ISSUE AREAS: Health care Jobs/Employment Higher education
WHY GENERATE ANALYTICS?
• Increase Effectiveness • Increase Efficiency • Increase Funding • Increase Fun!
HOW TO GENERATE ANALYTICS • Google Analytics (Website/Microsites) • Salsa (E-blasts) • Facebook Insights (Facebook) • A/B Testing • Using Salsa and Facebook for A/B Testing
WEBSITES - WE HAVE A LOT
GOOGLE ANALYTICS
USING GOOGLE ANALYTICS
- UNDERSTAND AUDIENCE
- WHERE ARE THEY COMING FROM - WHO ARE THEY
- IMPROVE CONTENT
- WHERE ARE PEOPLE ENGAGING? - WHAT IS EXTRANEOUS / CAN BE IMPROVED?
- RUN REPORTS FOR INTERNAL / EXTERNAL USE
SALSA
USING SALSA ANALYTICS
• UNDERSTAND YOUR AUDIENCE • SEGMENTING LISTS • A/B TESTING
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS
USING FACEBOOK INSIGHTS
• MONITOR GROWTH • UNDERSTAND YOUR AUDIENCE • SEE WHAT CONTENT IS THE MOST ENGAGING • USE A/B TESTING (MORE ON THIS LATER)
• What is A/B testing? • Why is A/B testing helpful? • How do you A/B test?
A/B TESTING
A/B TESTING USING SALSA • BY SUBJECT • BY TIME OF DAY • BY DAY OF WEEK
A/B TESTING USING FACEBOOK INSIGHTS
• BY GEOGRAPHICAL AREA • BY INTERESTS / AGE / ETC.
QUESTIONS? COMMENTS?
• CONTACT JULIAN AT [email protected]
• CONTACT RIANA AT [email protected]
YOU CAN ALSO TWEET AT US NOW!: #CalpactNM14
• FOLLOW US ON TWITTER!: @YI_CARE
• LIKE US ON FACEBOOK!: FACEBOOK.COM/TOGETHER.INVINCIBLE
• WE’RE ON INSTAGRAM, TOO!: YOUNGINVINCIBLES
• OH, LOOK – WE HAVE A TUMBLR!: YICARE.TUMBLR.COM
Speaker Contact Information
JC De Vera
Rae Roca-Pickett [email protected]
Julian Aldana [email protected]
Riana King [email protected]
Social Media Measurement & Evalua4on
What action step will you take after the webinar?
• What do you think you can do in the next month to further
your goals with social media measurement and evaluation? • Let us know ~ we’d love to check back with you and hear how
it’s going! • We appreciate your feedback!
Social Media Measurement & Evalua4on
Thank you!
Have questions? Contact us at [email protected] To learn more about other trainings in this series visit:
http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html
Social Media Measurement & Evalua4on