You’re on a roll with social media – you’ve got your plan in place, you’re putting your voice out there, monitoring and engaging in conversations, and hopefully getting folks excited about your message or even, taking action. But if you’re too busy doing, and not taking the time to answer the so what, how will you know you’re on the path to social media success and having an impact? In this webinar, the second session in the latest 21st Century New Media Series from CALPACT and CHL at UC Berkeley's School of Public Health, JC De Vera of the Greenlining Institute and Rae Roca-Pickett, Julian Aldana, and Riana King of the Young Invincibles share how they: measure and evaluate their social media efforts to ensure it best meets their communication objectives; refine their efforts to measure what really matters; and get actionable results that help produce greater impact. Enjoy this presentation from the training! Listen to the webinar here: http://cc.readytalk.com/play?id=4i4dix To view other resources from this webinar: The Art of Listening Social Media Toolkit for Nonprofits: http://www.slideshare.net/SPHCalpact/the-artoflisteningsocialmediatoolkitfornonprofits Social Media Measurement and Evaluation Resources: http://www.slideshare.net/SPHCalpact/sm-measurement-and-evaluation-resources To learn more about this series, please visit: http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html Follow Us on Twitter: @CALPACT Facebook: http://www.facebook.com/CALPACTUCB Website: www.calpact.org

1. Welcome to the Webinar!
Planning for Social Media Success: Part 2
Social Media Measurement and Evaluation
We will begin shortly…
Social
Media
Measurement
&
Evalua4on

2. Today you’ll be hearing from…
JC
De
Vera
Communica4ons
Manager
The
Greenlining
Ins4tute
Lisa
Peterson
New
Media
Educa4on
Specialist
CHL/CALPACT
Rae
Roca-­‐PickeI
Senior
Na4onal
Communica4ons
Manager
The
Young
Invincibles
Social
Media
Measurement
&
Evalua4on
Riana
King
California
Communica4ons
Coordinator
The
Young
Invincibles
Julian
Aldana
Digital
Media
Coordinator
The
Young
Invincibles

3. Agenda
• Review of session objectives
• Housekeeping
• JC De Vera ~ The Greenlining Institute
• Julian Aldana, Riana King, Rae Roca-Pickett ~ The
Young Invincibles
• Conclusion
Social
Media
Measurement
&
Evalua4on

4. Objectives
• Understand
how
to
integrate
measurement
and
evalua4on
into
a
social
media
strategy
• Iden4fy
which
metrics
to
measure
and
which
tools
are
best
for
them
Social
Media
Measurement
&
Evalua4on

5. We’re live
tweeting the
event!
Use
#calpactNM14
Social
Media
Measurement
&
Evalua4on

6. The Greenlining Institute
JC
De
Vera
Communica4ons
Manager
The
Greenlining
Ins4tute
Social
Media
Measurement
&
Evalua4on

7. ì
“It’s
More
Than
Just
a
Tweet.”
Making
Social
Media
COUNT!
Presented
By:
JC
De
Vera,
Communica>ons
Manager

8. Greenlining
and
Social
Media
ì Started
to
see
big
gains
aVer
developing
a
plan
ì Measurement
and
evalua4on
helps
us
become
more
effec4ve
each
day.
ì Produced
a
toolkit
to
share
experiences
and
lessons
learned.

9. 3
Ques4ons
to
Answer
ì Why
should
I
even
care
about
measurement
and
evalua4on?
ì What
can
be
measured,
and
what
should
be
measured?
ì How
do
I
measure
and
evaluate?

10. First,
some
words
of
wisdom…
The
father
of
the
Philippine
Revolu4on
once
said…
“(S)he
who
does
not
know
how
to
look
back
at
where
(s)he
came
from
will
never
get
to
his/her
des;na;on.”

11. What
does
that
mean?
ì You
always
need
to
remember
why
you’re
using
social
media
in
the
first
place!
ì Each
post
you
make,
each
hour
you
spend,
should
be
built
towards
something
grander.
ì Your
GOALS
are
important.

12. Do
what
the
cool
people
do
ì MEASURE
ì EVALUATE
ì How
else
will
you
know
whether
you’ve
reached
your
des4na4on
or
not?

13. More
on
why
you
should
care…
ì Measurement
and
evalua4on
allows
you
to…
ì Work
smarter,
not
harder
ì Understand
your
strengths
and
challenges
ì Learn
what
to
con4nue
doing,
and
what
to
change
ì Have
real
data
to
allow
others
to
buy-­‐in
ì Celebrate
your
progress,
and
plan
ahead
for
more!

14. ì
What
can
be
measured?

15. But
before
we
answer
that…
ì Just
wanted
to
let
you
know
that…
ì We’re
focusing
on
Facebook,
TwiIer,
and
HootSuite
ì Tools
exist
for
other
plaborms,
but
it’s
important
to
understand
how
to
analyze
the
Big
2!

16. Sweet,
sweet,
HootSuite
ì What
it
is…
ì A
social
media
dashboard
ì What
it
can
do…
ì Manage
all
of
your
accounts
ì Produce
free
basic
analy4cs
reports
(beIer
custom
ones
if
you
have
a
paid
subs.)
ì Shorten
links,
and
track
clicks
ì Make
your
life
easier!

18. Some
common
jargon
to
know…
ì Key
performance
indicators
(KPIs)
=
what
you’re
measuring
(e.g.
comments)
ì Metrics
=
the
actual
numbers
(e.g.
12)
ì Markers
=
benchmarks
to
help
you
define
progress

19. What
to
measure
on
Facebook
ì Going
deeper…
ì Demographics
of
your
audience
ì What
day/4me
your
audience
is
online
ì The
number
of
posts
you
create
over
a
4me
period
ì The
success
of
individual
posts
–
types
of
posts
ì Source
of
likes/visits
ì Engagement
ì Likes
on
Posts
ì Shares
ì Comments
ì Wall
Posts
by
other
users
ì Brand
Recogni4on
ì Page
Likes
ì Reach
over
a
period
of
4me
ì Number
of
visits
to
page
over
a
period
of
4me

20. What
to
measure
on
TwiIer
ì Going
deeper…
ì What
exact
tweets
reaped
the
most
clicks
or
favorites?
ì What
lists
are
you
in?
ì Who
are
your
new
followers?
ì Source
of
clicks
ì Number
of
tweets
you
create
over
a
period
of
4me
ì Engagement
ì Men4ons
ì Favorites
ì Hashtag
Virality
ì Clicks
on
Links
ì Brand
Recogni4on
ì Followers
ì Lists
ì Retweets
(w/
personal
messages)

21. ì
How
do
I
measure
and
evaluate?

22. Aligning
your
goals
with
an
objec4ve
ì Remember
the
importance
of
sekng
a
vision,
and
crea4ng
SMART
objec4ves?
ì What
objec4ves
will
help
you
achieve
those
larger
visions?
Match
them
up.

23. Define
your
KPIs
and
metrics

24. Collect
metrics
at
least
monthly
ì Schedule
4me
at
the
beginning
of
the
month
to
review
prior
month
performance
ì See
what
worked,
what
didn’t
ì Re-­‐evaluate,
change
or
update
your
strategies
ì See
if
you
need
to
focus
more
energy
doing
par4cular
tac4cs
(e.g.
sharing
more
photos)

25. Create
a
master
spreadsheet

26. It’s
more
than
just
the
numbers…
ì Quan4ta4ve
ì Numbers
don’t
mean
much
without
meaning
aIached
to
them.
ì Qualita4ve
ì Read
into
the
numbers.
ì Example:
Why
was
a
par4cular
post
good?
Take
note
of
the
content
you
shared.
This
may
strike
gold
with
your
audience
more
than
other
types
of
content.

27. …so
interpret
your
numbers
in
a
report!
ì What
were
the
biggest
takeaways
from
the
numbers?
ì What
are
best
prac4ces
moving
forward?
ì What
needs
more
aIen4on
moving
forward?
ì What
strategies
do
you
need
to
research/incorporate?

28. 3
Takeaways
ì Measurement
and
evalua4on
are
cri4cal
for
your
social
media
success
–
it’s
the
primary
way
you’ll
grow.
ì You
need
to
be
consistent
and
put
effort
into
it.
ì It’s
more
than
just
the
numbers.

29. ì
Thank
you!
For
more
informa4on
and
to
find
this
toolkit
please
go
to
greenlining.org.
Contact:
JC
De
Vera,
Communica4ons
Manager
johnd@greenlining.org

30. We’re live
tweeting the
event!
Use
#calpactNM14
Social
Media
Measurement
&
Evalua4on

31. The Young Invincibles
Rae
Roca-­‐PickeI
Senior
Na4onal
Communica4ons
Manager
The
Young
Invincibles
Social
Media
Measurement
&
Evalua4on
Riana
King
California
Communica4ons
Coordinator
The
Young
Invincibles
Julian
Aldana
Digital
Media
Coordinator
The
Young
Invincibles

32. Presented by: Young Invincibles
JULIAN ALDANA, Digital Media Coordinator
RIANA KING, California Communications Coordinator
RAEANN ROCA-PICKETT, Senior National Communications Manager
Tweet with us! #CalPactNM14
DIGITAL DOMINATION, PART 2:
HOW TO GENERATE AND USE
ANALYTICS AWESOMELY

33. WHO ARE THE
ISSUE AREAS:
Health care Jobs/Employment Higher education

34. WHY GENERATE ANALYTICS?
• Increase Effectiveness
• Increase Efficiency
• Increase Funding
• Increase Fun!

35. HOW TO GENERATE ANALYTICS
• Google Analytics (Website/Microsites)
• Salsa (E-blasts)
• Facebook Insights (Facebook)
• A/B Testing
• Using Salsa and Facebook for A/B Testing

36. WEBSITES - WE HAVE A LOT

37. GOOGLE ANALYTICS

38. USING GOOGLE ANALYTICS
- UNDERSTAND AUDIENCE
- WHERE ARE THEY COMING FROM
- WHO ARE THEY
- IMPROVE CONTENT
- WHERE ARE PEOPLE ENGAGING?
- WHAT IS EXTRANEOUS / CAN BE IMPROVED?
- RUN REPORTS FOR INTERNAL / EXTERNAL USE

39. SALSA

40. USING SALSA ANALYTICS
• UNDERSTAND YOUR AUDIENCE
• SEGMENTING LISTS
• A/B TESTING

41. FACEBOOK INSIGHTS

42. FACEBOOK INSIGHTS

43. USING FACEBOOK INSIGHTS
• MONITOR GROWTH
• UNDERSTAND YOUR AUDIENCE
• SEE WHAT CONTENT IS THE MOST ENGAGING
• USE A/B TESTING (MORE ON THIS LATER)

44. • What is A/B testing?
• Why is A/B testing helpful?
• How do you A/B test?
A/B TESTING

45. A/B TESTING USING SALSA
• BY SUBJECT
• BY TIME OF DAY
• BY DAY OF WEEK

46. A/B TESTING USING FACEBOOK INSIGHTS
• BY GEOGRAPHICAL AREA
• BY INTERESTS / AGE / ETC.

47. QUESTIONS? COMMENTS?
• CONTACT JULIAN AT JULIAN.ALDANA@YOUNGINVINCIBLES.ORG
• CONTACT RIANA AT RIANA.KING@YOUNGINVINCIBLES.ORG
YOU CAN ALSO TWEET AT US NOW!: #CalpactNM14
• FOLLOW US ON TWITTER!: @YI_CARE
• LIKE US ON FACEBOOK!: FACEBOOK.COM/TOGETHER.INVINCIBLE
• WE’RE ON INSTAGRAM, TOO!: YOUNGINVINCIBLES
• OH, LOOK – WE HAVE A TUMBLR!: YICARE.TUMBLR.COM

48. Speaker Contact Information
JC De Vera
johnd@greenlining.org
Rae Roca-Pickett
rae.roca@younginvincibles.org
Julian Aldana
julian.aldana@younginvincibles.org
Riana King
riana.king@younginvincibles.org
Social
Media
Measurement
&
Evalua4on

49. What action step will you take after the webinar?
• What do you think you can do in the next month to further
your goals with social media measurement and evaluation?
• Let us know ~ we’d love to check back with you and hear how
it’s going!
• We appreciate your feedback!
Social
Media
Measurement
&
Evalua4on

50. Thank you!
Have questions? Contact us at sphcalpact@berkeley.edu
To learn more about other trainings in this series visit:
http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html
Social
Media
Measurement
&
Evalua4on