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Measuring & Calculating Return on Investment for Social Media
Transcript of Measuring & Calculating Return on Investment for Social Media
Support your Client & the Public
Responsive Information Sharing
What & how to measure?
Management focused on reach, team focused on engagement
Communicating metrics effectively
It's just PR
Sharing Is the New Paradigm
Goals & Challenges
More effective distribution of critical information
More responsive public programs
Better informed strategies
Increased use of innovative tools and services
Who is out there?
How many people have connected with you?
How many people want information from your agency?
How many people may want to engage with your agency?
Number of connections
Potential audience/ reach
Trends over time
Change in potential audience, reach, volume
Still sought out?
Increase shows larger community
Increase potential impact
People may not see or read your posts
People may hide your posts
Fans might not be active users
Breadth isn't engagement
Flickr & LinkedIn
Google+ and Tumblr
# of people who 'like' your page.
# of unique people who have seen any content associated with your page.
Weekly Total Reach
# of unique people who have seen any content associated with your page over a week.
The number of accounts that subscribe to your Twitter feed.
Can add total from accounts
Average # of unique followers who saw your tweets
Three to five tweets with highest # of unique views
The number of subscribers to your channel.
Total Image Views
Total number of views of images
Weekly (or Monthly) Image Views
Image views over a time period
# of people who follow your page.
The number of times each update was shown to LinkedIn members.
Have in Circles
The number of accounts that circled your account.
The number of people who follow your posts.
Volume of Desired Actions
Do people click-through to your website?
What's the outcome? Are people accessing your data, registering for services?
What is the context of people's visits?
How long do people interact with your content?
Number of completions of a desired activity, such as click-throughs
The value of activity completions
Describe your social strategies' effectiveness in encouraging action from your community.
Informs whether the desired number of participants succeeded in viewing a majority of the content.
Does not ascribe value on users experience or reaction
Interaction with Content
To what extent do visitors use your social media content?
How successful is your agency in reaching response-time benchmarks?
What's the volume and frequency of citizens' engagement with your agency's content?
Benchmark goals for response times
Number of questions answered
Trends in community values
Frequency of engagement
What elicits responses?
Key factor in quality customer experience
Determine the frequency and effectiveness of your engagements.
Are comments and questions positive, negative, neutral?
Loyalty and Returns
How many community members are returning to your website?
Through which social media channels?
Assess the interest in your content and communications
Track goals and trends over time
Does not look at individually identifiable information
What are people saying about your specific programs?
What are people saying about your events?
What are people saying about your content?
Trends in values
What elicits engagement
Protect personally identifiable information
Reporting "Top Influencers" is not recommended
How did your coordinated social projects perform using the core five categories?
Improve tactics in the short-term
Feed the development of long-term programs
Don't just report numbers, illustrate what those numbers mean.
How does the performance of your social media strategies directly impact strategic priorities of your organization?
Critical to report how the performance of your social media programs pursue and achieve mission goals
If there are no compelling examples of clear impact on organizational goals, consider revisiting your strategy and policies
4 Types of Conversions
Pageviews per Visit
Monetary value... $20 for call to government call center vs. clicking through to a Q&A page from Twitter
The number of total unique views for your channel
The number of minutes viewers watched content on the channel
The most widely viewed videos on your channel
Flickr & LinkedIn
Most Engaging Content
The top three-five performing posts based on level of engagement (favorites, likes, comments).
Flickr Most Viewed Content
Top three-five most viewed images.
Google+ & Tumbler
Questions Answered/Service-based Transactions
Number of questions answered through social media.
Average time it takes to respond to a service request on social media.
Most Engaging Content
A compilation of the highest performing content based on 'Engaged Users,' 'Talking About This' and 'Virality'.
The number of mentions, likes and comments that illustrate engagements between users and content.
Talking About This
The number of unique people liking, sharing, or commenting on your posts.
Most Engaging Content
The top three-five performing tweets for the month based on level of engagement (clicks, favorites, replies, retweets).
The number of unique mentions, including replies and retweets.
The number of instances where citizens engage with your agency through thumbs up, comment and shares.
The number of times customers "+1" your engagements.
The number of likes and reblogs a post receives.
Visitor loyalty numbers
Number of community members that return to your website
The percentage of users who repeat-visit from a particular social media source.
Positive, negative, and neutral engagement
On topics or programs
Positive, negative, and neutral engagements about a specific program, event or topic.
Positive, negative or neutral keywords are most associated with your social media content.
Categories most associated with your social media content.
Intro to Social Government
3. Direct Engagement
5. Customer Experience
7. Strategic Outcomes
5 Core Metrics
New Program Promotion
Explains how answering questions with links to follow-up information led to click-throughs from regular community engagers.
Explains the performance of a social training program through volume of participants, likelihood of return users and how those users rate the engagement.
Explains what is being communicated in context of a hashtag, what factors influence engagement on the subject, and how active that engagement is.
Explains the performance of a cross-platform campaign through click-throughs, what factors influence engagement on the subject, and how active that engagement is.
Combination of metrics
Goals of your organization
Support Small Business
Improve Customer Service
FAQ awareness campaign
Explains how a campaign to reduce costs is supported by responsiveness, successful conversions and cost comparison between social conversion versus traditional methods.
Small business Twitter campaign
Explains how a campaign to support small businesses is achieving its strategic goal through responsive customer service for the community.
Digital "call center" campaign
Explains how the quality of service for a response center exceeds customer expectations through responsiveness benchmarks and feedback directly from citizens.
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