Post on 04-Jul-2020
08/03/2011 1
T
SUCCESSFUL SOCIAL MEDIA: SIMPLIFYING AND ANALYZING
What one social media question
would you like answered today?
Let us know here:
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Frank BarryInternet StrategyBlackbaud@franswaa
YOUR HOSTS FOR TODAY
Chad NormanInternet Marketing Manager
Blackbaud@chadnorman
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IF YOU’RE TWEETING: #BBSOCIAL
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STATE OF THE INDUSTRY:
NONPROFIT SOCIAL MEDIA
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SOCIAL NETWORKING STUDYOver 11 Thousand participants in 2011. Significantly up from 09/10.
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WHICH SOCIAL NETWORKS?9 out of 10 nonprofits (89%) report having a presence on Facebook in 2011.
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STAFFING?75% of nonprofit organizations have ¼ or less of an FTE.
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FUNDING?84% spend $10K or less.
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FUNDRAISING?Most not fundraising. Just over 2% have raised a significant amount on Facebook.
08/03/2011 10http://theconversationprism.com/
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FOCUS:
STICK TO 3 PLATFORMSB L O G / F A C E B O O K / T W I T T E R
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WHICH SOCIAL NETWORKS?Focus time on Facebook and Twitter. Use Others to support efforts.
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SIMPLICITY:
NARROWING IT DOWN TO 2 TOOLSS E E S M I C / B I T . L Y
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BIT.LY :: SHORTEN
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BIT.LY :: TRACK
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SEESMIC :: MOBILE, DESKTOP, WEB
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SEESMIC :: BIT.LY INTEGRATION
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SEESMIC :: MANAGE EVERYTHING
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SEESMIC :: MANAGE FACEBOOK
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SEESMIC :: MANAGE TWITTER
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SEESMIC
Post to all social sites
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SEESMIC :: EASILY ADD A LINK
Easily share links
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SEESMIC :: EASILY ADD A PICTURE
Easily share pictures
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SEESMIC :: EASILY ADD A LINK
Schedule updates
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PROCESS:
A QUICK 3 STEP OUTLINEC R E A T E / S H O R T E N / S H A R E
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Create Shorten Share
A SIMPLE FRAMEWORK
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MEASURE AND ANALYZE:
SOCIAL PLATFORM TOOLS
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HOW DOES MY NONPROFIT
ANALYZE THE RESULTS?
Facebook Insights
YouTube Insights
Flickr Pro Account
Google Analytics
Bit.ly
Search.twitter.com
BackTweets.com
PostRank.com
Klout.com
Twitaholic.com
Tweetreach.com
Twitalyzer.com
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Facebook Insights will help you measure:• Facebook Fan Activity
- Views per day, interactions, returning fans
• Likes on your Page
- New fans, lost fans, when people liked your page
• Quality of your Content
- Post views, tab views, likes, comments, unsubsribes,
readership over time
• Demographics of your audience
- Age, gender, location, language
• Page referrals
- External referrals to your page (Google, blog, website, etc).
FACEBOOK INSIGHTS
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FACEBOOK INSIGHTS: FAN ACTIVITY
Facebook Insights shows you
how fans are interacting with
your page.
Daily, weekly, and monthly
active users numbers are great
KPIs for your social program.
Look at the Daily Active Users
breakdown for trends on likes,
comments, and wall posts.
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FACEBOOK INSIGHTS: PAGE LIKES
Facebook Insights shows new likes and unlikes for your page, which helps
you correlate content and events with actions. You can also see the source
of the Likes, which can tell you if a Like Box is performing well.
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FACEBOOK INSIGHTS: CONTENT QUALITY
Facebook Insights will show
you which content is doing
well on your page.
You can measure:
• Likes
• Comments
• Unsubscribes
• Top Posts
• Impressions
• Feedback %
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FACEBOOK INSIGHTS: DEMOGRAPHICS
Facebook demographic data will help
you identify the gender, age, location,
and language of your audience.
Using this information, you can
develop user personas and tailor
content that will increase interactions.
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FACEBOOK INSIGHTS: PAGE REFERRALS & TAB VIEWS
Use Facebook Insights to
identify external referrals
to your page: from
Google, your website, or
other social channels.
Total Tab Views shows
the traffic to each custom
tab on your Page.
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YouTube Insights
Views, discovery, demographics,
community, and my favorite: Hot
Spots (when viewers stop watching)
MEASURING YOUTUBE AND FLICKR
Flickr Pro Account
Views, comments, referrers, meta
data breakdown, etc. Apply for a free
pro account through Flickr for Good.
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MEASURE AND ANALYZE:
GOOGLE ANALYTICS
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GOOGLE ANALYTICS: MEASURE SOCIAL REFERRALS
Referrals from Facebook.com
Referrals from Twitter.com
If one of the strategic goals of your social program is to increase traffic to your
organization’s website or blog, measure referrals from your social activity.
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GOOGLE ANALYTICS: TRACK YEAR-OVER-YEAR TRENDS
Referrals from Facebook.com
Adjust the Google Analytics
timeframe to compare your social
media referrals to the past.
This example shows that for the
current year (in blue), referrals from
Facebook.com are up 83% from the
same period in the previous year.
Referrals from Facebook.com; current and preview years
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GOOGLE ANALYTICS: MEASURE NEW VISITORS
Referrals from Twitter.com
If a strategic goal of your social
program is to increase new visitors to
your website or blog, use Google
Analytics to measure that.
During a spike in referrals from a social
channel like Twitter, measure the new
visitors to your website. In this
example, 78% of visitors to the website
were new (normally it’s 34%).
New Visitors from Twitter.com compared to average
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GOOGLE ANALYTICS: CREATE ADVANCED SEGMENT
The easiest way to see all social media referrals to your website or blog is
to setup an Advanced Segment in Google Analytics. Add a “Source”
dimension for each social network you want to track, then filter by this
segment when running reports.
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MEASURE AND ANALYZE:
THIRD PARTY TOOLS
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BIT.LY http://bit.ly
Bit.ly is a URL shortener that
tracks number of tweets,
frequency of tweets,
referrers, location, Facebook
shares, and more.
Create an account so you
can have access to all your
aggregate data.
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POSTRANK.COM
PostRank.com does a great
job of measuring the social
engagement of blog and
website content.
Track tweets, share, visits,
RSS opens, click-throughs,
etc. at the site or page level.
http://postrank.com
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KLOUT.COM
Klout.com provides a great
standard and baseline for
your online social influence.
Track your Klout Score (for
benchmarking), who you
influence, and they type of
influencer you are.
http://klout.com
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TWEETREACH.COM
Tweetreach.com will help you
measure how far your tweets
travel.
This helps ensure you are
reaching the desired audience,
and can also identify
influencers who are sharing
your tweets.
TweetReach also provides
overall impressions, which is a
great way to help show ROI.
http://tweetreach.com
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SOCIAL MEDIA LISTENING:
TURN THE MEGAPHONE AROUND
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WHAT YOU SHOULD BE LISTENING FOR?
• Events• Keywords• Local Content
• Organization Name• Names of Key Staff• Program Names• Campaigns Names
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WHAT TOOLS YOU SHOULD BE USING?
• BackTweets.com• Google Alerts• Social News Sites
• Search.twitter.com• SocialMention.com• IceRocket.com• BoardReader.com
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CREATE A LISTENING DASHBOARD IN iGOOGLE
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WORKSHOP: SOCIAL MEDIA LISTENING
VIEW & DOWNLOAD
Slideshare.net/ChadNorman
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Questions?
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Thank you!
chad.norman@blackbaud.com
twitter.com/chadnorman
frank.barry@blackbaud.com
twitter.com/franswaa
Let’s keep the conversation going…
www.NetWitsThinkTank.com 2011 Nonprofit Social Network
Benchmark Report Found Here