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Social Media Analytics #wspc2011

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LaDonna Coy
LaDonna Coy

A getting started basic metrics/analytics workshop at the Wisconsin State Prevention Conference, June, 2011 through the Central Regional Team for the Center for the Application of Prevention Technologies. All materials, links and resources at http://technologyinprevention.wikispaces.com

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Exploring Social Media Analytics LaDonna Coy, MHR, CPS, CDLA
LaDonna Coy, MHR, CPS, CDLA
#Hashtag #WSPC2011 http://search.twitter.com
Where are you curious about Social Media Analytics?
Learning Objectives Develop a basic understanding of social media metrics & measures View analytics examples Identify social media measurement service providers Start a basic tracking/monitoring tool & plan of action
Social Media is like Driving
Dashboard
Maps
GPS
Just ask Just ASK!
How does Social reduce Media tobacco sales?
Pick a Goal/Objective/Strategy Example Goal/Outcome: To reduce tobacco sales to underage youth thereby reducing rates of tobacco use among youth.
What is . . . Social Media?
What are all these things then? Social Media Tools
Relationships … Digg RT Like Comment Tweet “Friend” Share Text Follow Update … make mediasocial!
What can Social metrics Media tell us?
Ways to measure Social Media? Analytics Content Analysis Surveys KD Paine Measuring Engagement is Just Another Term for Measuring Relationship http://bit.ly/bD28Et
Surveys $
Content Analysis B E W H OR C X E WW X U P HB K T P C W HK S H W EC R P SH O ON W VI N FLUE N CEV L B J V A U C N E N Y E H X S F L T G TV E O K A N U F C F I IF M Q A Z R N K U V E MQ I F M D I H L P W H ER E M J F L B Y E B C NJ N Q E C L G V WH A TK E S S I
Analytics Tell You … ,[object Object]
Where they’re coming from?
What they do there?,[object Object]
Where are your people present & interacting online?
Brainstorm
Mapping Presence Where? Who?
RSS Reader Your Dashboard
facebook feeds
Track & Listen Template Content Analysis Follow – Track – Respond
More $ than Time?
http://analytics.google.com Google Analytics
What do Analytics tell us?
Analytics Tell You … ,[object Object]
Where they’re coming from?
What they do there?,[object Object]
Who: People
Where from?
Content
Analytic Metrics % increase in visitors % increase in returning visitors Increase in number of different pages viewed
Analytic Metrics How many new subscribers/followers? How often do they visit? How long do they stay?
Analytic Metrics # of sessions with > 5 page views # session > 5 minutes in duration Increase in # of downloads
Analytic Metrics How much/often are people commenting? Ratio of visits to comments or ratings?
Analytic Metrics Conversation index # Retweets (Twitter) # or % Fan increases (FB) # Interactions (comments, wall posts, likes) Language, location, gender, age
Influence & Relationships Beyond page visits, picking up a brochure, or passing a billboard on the highway, at the end of the day what’s ultimately important is influence and relationships. --K. D. Paine
www.facebook.com Facebook Insights (Analytics)
# Interactions Likes Comments Wall Posts Post Quality
Total Interactions Comments Wall Posts Likes
Interactions ACTIVE Fans This week
Demographics TOTAL Fans
Demographics TOTAL Fans & Unsubscribed
YouTube Insights www.youtube.com
Video
The Basics
Links
Audiences
http://search.twitter.com
www.twitalyzer.com
www.tweetstats.com
Three Things for Social Media Success   
 Root your social media strategies inyour Plan
 Focus on nurturing relationships
 Monitor your data and adjust to meet your goals Content Analysis Analytics Surveys
A Matter of Transformation
These things I know ... We connect, engage or become increasingly irrelevant It is our conversations .. that really matter. We have the tools. A change in our analog “thinking” is required. The way we do our work is changing.
"Social media isn’t just about new widgets and gadgets ... It’s about a rapidly evolving culture, and a fundamental shift in communications, community building and decision making. To succeed in the 21st century, you need to know what this is all about, and how you can align your work in this new era." --Lisa Colton, Darim
Resources & References Kelsey Rugerhttp://www.slideshare.net/themoleskin/social-media-measurement Beth Kanter Listening for NonProfits in a Connected World at http://www.slideshare.net/kanter/listening-for-nonprofits-in-a-digital-world WeAreMediahttp://www.wearemedia.org/Tactical+Track+Module+1 KD Paine Measuring Engagement is Just Another Term for Measuring Relationship http://bit.ly/bD28Et Measuring Public Relationships from Amazon http://bit.ly/arZMHw Laura Quinn, Idealwarehttp://www.idealware.org/articles/
Sources to Learn More Webinars and Video Idealware webinars http://idealware.org/online-training Charity How-to http://charityhowto.com/ Books Paine, K. (2007). Measuring Public Relationships: The Data-Driven Communicator’s Guide to Success Paine, K. (2011). Measure What Matters: Online Tools for Understanding customers, Social Media, Engagement and Key Relationships

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