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Measuring & Calculating Return on Investment for Social Media

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Sarah Kaczmarek

on 3 March 2014

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Transcript of Measuring & Calculating Return on Investment for Social Media

Measuring & Calculating Return on Investment for Social Media
Sarah Kaczmarek
@StudioSarah
SarahKaczmarek.com
Kaczmareks@gao.gov

Social Government
Support your Client & the Public
Customer Experience
Responsive Information Sharing
Feedback
Share
Listen
Engage
What & how to measure?
Management focused on reach, team focused on engagement
Communicating metrics effectively
It's just PR
It's expensive
It's silo-ed
Sharing Is the New Paradigm
Goals & Challenges
Mission Impact?
Breadth
Community Size
Community Growth
Depth
Conversions
Viewing
Direct Engagement
Engagement Volume
Engagement Responsiveness
More effective distribution of critical information
More responsive public programs
Better informed strategies
Increased use of innovative tools and services
Loyalty
Return Community
Customer Experience
Sentiment
Indicators
Survey Feedback
Campaigns
Strategic Outcomes
The Tools
Breadth
High-level information
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?
Community Size
Community Growth
Number of connections
Potential audience/ reach
Potential volume
Success?
Trends over time
Change in potential audience, reach, volume
Still sought out?
Mission Impact?
Benefits:
Increase shows larger community
Increase potential impact

Considerations:
People may not see or read your posts
People may hide your posts
Fans might not be active users
Breadth isn't engagement
The Tools
Facebook
Twitter
YouTube
Flickr & LinkedIn
Google+ and Tumblr
Fans
# of people who 'like' your page.
Total Reach
# 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.
Followers
The number of accounts that subscribe to your Twitter feed.
Can add total from accounts

Average Reach*
Average # of unique followers who saw your tweets

Top Reach*
Three to five tweets with highest # of unique views
Subscribers
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

LinkedIn Followers
# of people who follow your page.

LinkedIn Impressions
The number of times each update was shown to LinkedIn members.
Have in Circles
The number of accounts that circled your account.

Follwers
The number of people who follow your posts.
Depth
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?
Conversions
Viewing
Number of completions of a desired activity, such as click-throughs
The value of activity completions
YouTube Views
Minutes Watched
Top Videos
Mission Impact?
Benefits:
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.

Considerations:
Does not ascribe value on users experience or reaction

The Tools
Google Analytics
You Tube
Direct Engagement
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?
Engagement Responsiveness
Engagement Volume
Benchmark goals for response times
Number of questions answered
Trends in community values
Frequency of engagement
What elicits responses?
Mission Impact?
Benefits:
Key factor in quality customer experience
Determine the frequency and effectiveness of your engagements.

Considerations:
Are comments and questions positive, negative, neutral?
The Tools
Loyalty
Loyalty and Returns
How many community members are returning to your website?
Through which social media channels?
Mission Impact?
Benefits:
Assess the interest in your content and communications
Track goals and trends over time

Considerations:
Does not look at individually identifiable information
The Tool
Customer Experience
Customer Service
What are people saying about your specific programs?
What are people saying about your events?
What are people saying about your content?
Mission Impact?
Benefits:
Trends in values
What elicits engagement

Considerations:
Protect personally identifiable information
Reporting "Top Influencers" is not recommended
The Tools
Campaigns
Coordinated Analysis
How did your coordinated social projects perform using the core five categories?
Mission Impact?
Benefits:
Improve tactics in the short-term
Feed the development of long-term programs

Considerations:
Don't just report numbers, illustrate what those numbers mean.
The Tools
(Examples)
Strategic Outcomes
In-depth analysis
How does the performance of your social media strategies directly impact strategic priorities of your organization?
Mission Impact?
Benefits
Critical to report how the performance of your social media programs pursue and achieve mission goals

Considerations:
If there are no compelling examples of clear impact on organizational goals, consider revisiting your strategy and policies
The Tools
(Examples)
4 Types of Conversions
Destination
Duration
Event, Action
Pageviews per Visit

Conversion Value
Monetary value... $20 for call to government call center vs. clicking through to a Q&A page from Twitter
Social View
Advanced Segment
http://www.advancedwebranking.com/blog/google-analytics-advanced-segments-for-measuring-social-media/
Views
The number of total unique views for your channel

Minutes Watched
The number of minutes viewers watched content on the channel

Top Videos
The most widely viewed videos on your channel
Twitter
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.

YouTube
Google+ & Tumbler
Excel!
Facebook
Questions Answered/Service-based Transactions
Number of questions answered through social media.

Response Time
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'.

Fan Mentions
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).

Mentions
The number of unique mentions, including replies and retweets.
Engagements
The number of instances where citizens engage with your agency through thumbs up, comment and shares.
+1 Shares
The number of times customers "+1" your engagements.

Notes
The number of likes and reblogs a post receives.
Return Community
Visitor loyalty numbers
Number of community members that return to your website
Regulars Percentage
The percentage of users who repeat-visit from a particular social media source.
http://www.advancedwebranking.com/blog/google-analytics-advanced-segments-for-measuring-social-media/
Google Analytics
Sentiment
Indicators
Survey
Feedback
Positive, negative, and neutral engagement
On topics or programs
Top keywords
Top hashtags
Response Rate?
Satisfaction
Feedback/Ideas
Demographic Information
Across Platforms
Google Analytics
Sentiment
Positive, negative, and neutral engagements about a specific program, event or topic.

Top Keywords
Positive, negative or neutral keywords are most associated with your social media content.

Top Hashtags
Categories most associated with your social media content.

Intro to Social Government
1. Breadth
2. Depth
3. Direct Engagement
4. Loyalty
5. Customer Experience
6. Campaigns
7. Strategic Outcomes
5 Core Metrics
Breadth
Depth
Direct Engagement
Loyalty
Customer Experience
Twitter Townhall
Google Hangout
Hashtag Listening
New Program Promotion
Metric Combinations
Conversions
Engagement Responsiveness
Return Community
Narrative
Explains how answering questions with links to follow-up information led to click-throughs from regular community engagers.
Metric Combinations
Community size
Return community
Survey feedback
Narrative
Explains the performance of a social training program through volume of participants, likelihood of return users and how those users rate the engagement.
Metric Combinations
Sentiment
Indicators
Engagement volume
Narrative
Explains what is being communicated in context of a hashtag, what factors influence engagement on the subject, and how active that engagement is.
Metric Combinations
Conversions
Sentiment
Engagement volume
Narrative
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
Campaigns
Goals of your organization
Reduce Costs
Support Small Business
Improve Customer Service
Metric Combinations
Engagement responsiveness
Conversion value
FAQ awareness campaign
Narrative
Explains how a campaign to reduce costs is supported by responsiveness, successful conversions and cost comparison between social conversion versus traditional methods.
Metric Combinations
Engagement responsiveness
Community size
Small business Twitter campaign
Narrative
Explains how a campaign to support small businesses is achieving its strategic goal through responsive customer service for the community.
Metric Combinations
Engagement responsiveness
Survey feedback
Digital "call center" campaign
Narrative
Explains how the quality of service for a response center exceeds customer expectations through responsiveness benchmarks and feedback directly from citizens.
Google Analytics
Satisfaction
1-5 Scale

Feedback/Ideas
Fill in the Blank

Demographic Information
Multiple Choice
Other Examples?
Other Examples?
Full transcript