half my social media is working
TRANSCRIPT
About San Francisco AIDS Foundation
• 16,000 clients a year for HIV and STI screenings
• HIV prevention programs
• Care programs for people living with HIV
• Education and advocacy
About Lyndal Cairns
• Social Media Manager, San Francisco AIDS Foundation
• Let’s connect: about.me/LyndalCairns
• This presentation, other resources: LyndalCairns.wordpress.com/SM4NP
SOCIAL MEDIA GOALS
GROWTH EDUCATION
FUNDING
GROWTH GOALS
I want to…
• Grow my social media community
Social media follower/fan counts
• Increase the reach of my messages
Network mapping, website analytics, mentions
• Increase engagement with my messages
Comments, shares, surveys, social listening
• Build my email/SMS list
Subscription numbers, website analytics funnel data
ADVOCACY GOALS
I want to…
• Gauge understanding of an issue
Social listening, surveys, qualitative research
• Plot capacity for change
Petitions, campaign newsletter/page signups
• Find influencers in my field
Influence mapping, link tracking
• Lead the discussion on this issue
Social listening, content popularity, SEO, media coverage
MONEY GOALS
I want to…
• Gauge donor capacity
CRM data, surveys, social listening
• Track event registrations
Funnel abandonment, event Facebook pages, web visits
• Measure exposure (for partnerships and grants)
Email signups, event attendees, website analytics
• Calculate return on Investment
Staff time, ad spend, Google grants
UNDERSTANDING YOUR VISITORS
• Build funnels that lead to that sweet spot
• Look for opportunities to build connection
• Retarget for deeper engagement
WHAT YOUR
VISITORS
WANT FROM
YOUR
WEBSITE
WHAT YOU
WANT YOUR
WEB
VISITORS TO
DO
TRACKING URLS
• Google URL builder
• Your CRM’s tracking systems
• Link shorteners – track even
external links
POWER TOOL Google URL builder
http://www.sfaf.org
?utm_source=Twitter
&utm_medium=SFAF
&utm_campaign=pears
DATA IS VALUABLE FOR
BUILDING PARTNERSHIPS
GET BETTER INSIGHTS
• Get the most out of your analytics
• Use power tools, like Facebook’s Power Editor
• Compare apples with apples
• Know your CPM and CPC
• Don’t forget organic
• Engage third-party tools
POWER TOOL FollowerWonk
TESTING BEST PRACTICE
• Keep your eye on the prize (and don’t get distracted by shiny, new tools)
• Bring your web lead with you
• Try to understand the technology
• Ask yourself: What could an A/B split tell me?
• Track separately, and report as you go
POWER TOOL Tracking spreadsheet
REPORTING BASICS
• Develop your goals
• Find your baseline
• Use the right metrics to back up your goals
REPORTING – KEEPING YOURSELF SANE
• Schedule reporting at least once a month
• Be proud!
• Make it visual
• Use your learnings to tweak your strategy
BURNING QUESTIONS?
• Let’s connect: about.me/LyndalCairns
• This presentation, with links: LyndalCairns.wordpress.com/SM4NP
• Learn about San Francisco AIDS Foundation: sfaf.org
Creative Commons images in this presentation by Rones and timtjtim