Danielle Brigida: Seeing social: usage through numbers
Transcript of Danielle Brigida: Seeing social: usage through numbers
Social: Seeing Usage Through Numbers
By Danielle BrigidaU.S. Fish and Wildlife Service
I’m Passionate about Wildlife and Technology
U.S. Fish and Wildlife Service• Over 300 Social Media Accounts • Profiles represent refuges, regions, programs, etc• www.fws.gov/social
Photo by Lisa Hupp
USFWS Social Media BreakdownEach region has a regional page and multiple refuge, hatchery and program accounts
By the NumbersFacebook
Messaging
Messaging
Messaging
Social Network
Messaging
USFWS on Social Media
More Than Just “Pushing it out"Fire = Criticism
Earth = Relationships
Flood = Support
Listen and Identify Trends
Create Content and Engage
Relevant and Useful Content
What Pains You About Reporting Back?
Not So Sexy Things to Remember
• Identify your goals or objectives
• Do your homework: which tools, messages and content work best?
• Collect Information can inform how to CHANGE future behavior
Image: Tom Koerner, USFWS
With Measurement Reference Your Previous Strategy
Image: Flickr / Iowa Red Bulls
• Identify audience• Specific goals• Capacity/Time• Outreach plan• Long-term plan
Sections of Your Report
• Distribution: fans, followers, mentions, reach• Interaction: sharing, pageviews, reviews• Influence: sentiment, brand evangelists• Action: conversions, lead cost, sales • Internal: blog posts, presentations, content
Weapon of Choice: Google Analytics
Weapon of Choice:Social/Media Monitoring Tool
Weapon of Choice: Exporting…All the Things
Weapons of Choice: Google Scripts
Weapons of Choice: Tagboard
Collect Qualitative Data That Informs Your Strategy
Reporting Crimes
Advocacy Requests
Measuring Earned Social Media
• Shared Content: Sharethis & Addthis• Web Analytics (Google, SiteCatalyst)• Google Webmaster Tools (Links, Search)• RSS Reader Subscribers (Feedly)• Mentions (Google Scripts, Social Mention)
What Can Provided Insights Really Inform?
• Top shareable content – what works, what should you produce more of?
• Who is your current active audience?• Where are there growth opportunities?
Tracking Qualitative Information
Learn from Your Community
• Use their interactions to inspire action• Correct misinformation• Answer frequently asked
questions
Tell a Story with Your Data
Analyze Don’t Regurgitate
• Pick metrics to measure ahead of time• Evaluate over time• Identify anomalies • Tell a story with your data• Track metrics that matter
General Geekiness
• Build off automated reports whenever possible
• Export Data to play if you’re comfy with spreadsheets
• Follow blogs and reports that discuss web and social metrics and techniques
Listen, Communicate, Create, TrackTime on Social Media
ListeningCommunicatingCreating/ExperimentingTracking
30%
30%
25%
15%
Platter of Metrics…
source: Metricsman.wordpress.com
Collaborate Across Regions and Programs
Quarterly Report Campaign Specific Report
Sections of Your Report
• Distribution: fans, followers, mentions, reach• Interaction: sharing, pageviews, reviews• Influence: sentiment, brand evangelists• Action: conversions, lead cost, sales • Internal: blog posts, presentations, content
Let’s Map Out A Report Together• Frequency• Audience•Major Sections
Always Include: • Sources for Data• Actionable Takeaways• Lessons Learned
Questions?
Danielle BrigidaNational Social Media ManagerU.S. Fish and Wildlife Service@USFWS or @[email protected]
Judy N, Flickr