An in-depth case study covering how we started out monitoring from not measuring anything, to using a variety of tools to track and measure our activity and our users’ activities. We’ll share how we chose the tools we use, how we use them, and how we report on them to connect social media metrics to business goals. Also, we'll share what we've learnt and what we could've done better.

1. JustGiving monitoring case study - from evaluation to implementation Jonathan Waddingham Product Manager JustGiving December 1st 2010

2. About JustGiving... 11m+ have helped over 8000 charities over£650m raised

4. Managed JustGiving’s social media strategies

5. Set up listening and measurement tools

6. Focus on integrating website with social media

7. API developmentAbout me...

8. What I’m going to talk about Context around social media use & JustGiving How we measure our impact What we’ve learnt

9. Some context Social media is important to us (no really) Our users are actively using social media and our site together We have blogged for years as one of our primary comms tool We had presences on Twitter, Facebook (and lots of other places too)

10. 2.5% Twitter 59% Facebook 3% JustGiving.co.uk JustGiving referral traffic in last month

11. Goal - social media at heart of business

12. What we were already doing

13. http://www.flickr.com/photos/stacya/3436705609

14. Facebook insights http://www.facebook.com/insights

15. Facebook insights http://www.facebook.com/insights

16. Using bit.ly andTwitter http://bit.ly/info/SMguide

17. The occasional tweetreach http://tweetreach.com

18. And that gave us... A rough idea of what worked/didn’t work No tracking over time

19. Made it tricky to know what to do next

21. Audience demographic

22. Product launches

23. Key messages

25. Ah... measurement www.flickr.com/photos/the-g-uk/3867089043

26. I found some tools to try out...

27. https://analytics.postrank.com/ Postrank is great for blogs

28. Postrank is great for blogs

29. Postrank is great for blogs https://analytics.postrank.com/pricing

30. What about Twitter...

31. Viralheat gives you good stats

32. Viralheat gives you good stats

33. ViralHeat is great for Twitter http://viralheat.com/

34. ViralHeat is great for Twitter http://www.viralheat.com/pricing

35. Their influencer report is really useful

36. Scoutlabs gives us an overall view

37. Sentiment is useful (less so for us)

38. Benchmarking *is* useful for us

39. Quotes help make your case!

40. Social media dashboard version 1

42. We also added google analytics...

43. It was getting silly

44. We needed a meeting...

45. Our (current) social Media KPIs Buzz Engagement Unique authors Share of voice

46. Social media dashboard v2

47. Now we’re in a better place

48. Yet some challenges still remain Data entry & updating stats weekly – monthly is probably better

49. Insight fed back to product http://www.justgiving.com/turing-papers/

50. Increased traffic from Facebook July 51% November 59%

51. Lessons learned The monitoring products are improving & changing all the time It’s hard to know at the outset what’s important to measure Start small and grow - don’t expect to change the world overnight Try to keep it as simple as possible Keep re-evaluating every few months Find case studies to help inform your goals

52. Carry on the conversation... Jonathan Waddingham jonathan@justgiving.com @jon_bedford @justgiving http://blog.justgiving.com slideshare.net/jwaddingham