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DEMYSTIFYING SOCIAL
MEDIA ANALYTICS
Debra Askanase
Principal & Engagement Strategist
CWE & Harvard iLab
December 4, 2013
ABOUT DEBRA ASKANASE
debra@communityorganizer20.com
Twitter: @askdebra
Digital Engagement Strategist
Former business consultant,
executive director, program
manager, and community
organizer
TODAY’S WORKING
AGENDA
Overview: Defining specific goals
A tour of important analytics and metrics:
• Google Analytics
• Facebook Insights
• YouTube Insights
Tools for social media management
WHAT YOU NEED TO KNOW TO
BE A BETTER COMMUNICATOR
IS WAITING
TO BE FOUND
2012 Nonprofit Social Networking Benchmark Report
MEASUREMENT REQUIRES
STRATEGY FIRST
1. 10 new purchase inquiries from new geographic
areas (NYC, Hartford) a month
Google Analytics: referral visits to website from
social media channels, form completions
2. 10% higher enrollment by Dec. 31 and Feb. 1 than
prior year
Measure success of social media campaign, GA
referral visits from social media to registration
3. Increased engagement from existing network
Deeper engagement on social media channels, test
success of social media campaign, referral
mentioned at purchase, GA referral visits to
registration site
Measurement:
Measurement:
Measurement:
SMART COMMUNICATION
GOALS
EVERY SITE
HAS ITS OWN
DATA FINDER
TWITTER
Reach, Engagement, Mentions, Followers
https://analytics.twitter.com/accounts
FACEBOOK Facebook Insights
FACEBOOK
Reach, Engagement, Location, Demographics
PINTEREST (BUSINESS)
Reach, Repins, Clicks, Website visits
LINKEDIN (COMPANY PAGE)
Reach, Engagement, Clicks, Demographics
WEBSITE
Reach, Segmentation, Referrals, Demographics, Site
Behavior, Content interest, & more
analytics.google.com
MEASURE
CORRECTLY
BUILD EVERYTHING
TOWARDS YOUR GOALS
YOUR
GOALS
Your
website
content
Their
social
activities
Your
social
channels
YOUR GOALS MIGHT BE…
Sales
Awareness/Share of voice
Memberships
Lead generation
ALWAYS MEASURE
• Reach
• Engagement
• Content optimization
• Who is engaging
• Does it move people to
act?
Blog
Location-based
apps
Social
networks
Video/Photos
Website
YOUR TURN
What are the
questions
that you need
social or
website data
to answer?
GOOGLE ANALYTICS
http://www.flickr.com/photos/amatuerphotographer/4536083399/sizes/z/in/photostream/
HOME BASE IS
WWW.GOOGLE.COM/ ANALYTICS
GOOGLE ANALYTICS BASICS
• Audience
(who are they)
• Acquisition
(all traffic and referrals)
• Behavior
(site content consumption)
• Conversions
(e-commerce, goals, funnels)
HOW ENGAGED?
WHERE ARE THEY
COMING FROM?
SPECIFIC SOURCE
IS SOCIAL WORKING?
KEYWORD SEARCH TERMS
MOST POPULAR CONTENT
HOW ARE THEY USING
THE SITE?
TRACKING ECOMMERCE
AND CONVERSIONS
SET UP TRAFFIC SPIKE
ALERTS
YOU FIND ALERTS UNDER
“GOALS”
AND SEE THEM UNDER
“INTELLIGENCE”
TRACK “CALLS TO ACTION”
= SETTING UP GA GOALS
ARE THEY DOING THOSE
THINGS?
DIY ANALYTICS DASHBOARD
THIS IS JUST THE
BEGINNING!
Geography/Language Targeting
AdWords
Real-time statistics
Benchmarking
Google Traffic Alerts
In-page analytics
…and so much more!
39
GOOGLE ANALYTICS IS
FREE
BUT
EMPLOYEE TIME IS NOT
40
…invest in training or external
guidance!
FACEBOOK PAGE*
INSIGHTS: A TOUR
*only Pages have Insights, Facebook Groups do not
FACEBOOK INSIGHTS
• Reach
• Engagement
• Content optimization
• Who is engaging
• Does it move people to
act
FACEBOOK PAGE INSIGHTS
PROMOTING POSTS:
AD METRICS
ANATOMY OF A PAID “PAGE LIKE”
ADVERTISING CAMPAIGN
THE LIKE AD CAMPAIGN AND REACH
WHAT CONTENT RESONATES?
CASE STUDY
Digging deeper …
…and deeper still into content
popularity/reach
LET’S TAKE A TOUR
http://www.flickr.com/photos/theqspeaks/4887379358/sizes/z/in/photostream/
LET’S DIG INTO A CASE
YOUTUBE INSIGHTS:
A TOUR
YOUTUBE IS EQUAL TO
GOOGLE SEARCH
95% of Americans use Google Search
95% of Americans use YouTube Search
46.8% browse YouTube several times daily
http://www.brafton.com/news/95-percent-of-consumers-use-google-search-youtube-to-find-relevant-web-
content
6 KEY YOUTUBE INSIGHTS
Views: Filter by video, top videos, time watched
Subscribers
Shares: Which videos are compelling
Discovery Playback Locations & Traffic
Sources: Where viewers are coming from
Traffic: Analyze traffic by video (no screenshots)
Demographics: Overall and by specific video
YOUTUBE CHANNEL
OVERVIEW
VIEWS AND TOP VIDEOS
SHARES: WHAT’S
COMPELLING
DISCOVERY & PLAYBACK
LOCATION (1)
DISCOVERY & PLAYBACK
LOCATION (2)
OVERALL CHANNEL
DEMOGRAPHICS
YOUR
KNOWLEDGE
OUR
KNOWLEDGE
SHARING IS CARING
Internal discussions:
1. Who needs to be aware of this information
immediately, to act on it?
2. Who else should be aware of this
information?
3. How will you make it available to both sets
of colleagues internally?
4. When will you regularly discuss this?
5. What intentional knowledge-sharing
structure needs to be put in place?
You
Marketing
Programs
Entire org
Information
sharing
PUTTING IT ALL
TOGETHER:
DIY DASHBOARDS
Pay attention to what really matters
METRICS:
Bit.ly clicks
AddThis
Rowfeeder
Google Analytics
Metric.ly
http://www.flickr.com/photos/70099148@N00/145269819/
DIY METRICS RESOURCES
Is the Conversation Compelling? bit.ly
PAGE SHARING ANALYTICS
FROM ADDTHIS.COM
ADDTHIS.COM
DASHBOARD
METRIC.LY:
DIY DASHBOARDS
A METRIC.LY TWITTER
DASHBOARD
Find online at
http://bit.ly/SMARTgoa
ltracking
A downloadable metrics
dashboard for you to
customize
MANAGING CONTENT
Hootsuite: multiple platforms
TweetDeck: all-Twitter
Curalate: post to Instagram & Pinterest
Bufferapp: post to anywhere, whenever
SocialOomph: Twitter management
Facebook: schedule posts
SproutSocial: manage, monitor, post metrics
TRY IT,
COME ON IN! THE
WATER’S JUST RIGHT…
…AND UNEXPECTED
SURPRISES ABOUND!
I’m always available to
answer follow-up questions!
Email: debra@communityorganizer20.com
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linkedin.com/in/debraaskanase
Twitter: @askDebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977

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Hinweis der Redaktion

  1. http://www.flickr.com/photos/27250406@N03/9404716806/
  2. http://www.web-strategist.com/blog/category/social-media-measurement/
  3. http://www.flickr.com/photos/29131777@N03/8288766013/
  4. http://www.flickr.com/photos/87919923@N00/346563918/
  5. http://www.flickr.com/photos/55738177@N00/141616404/
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  9. http://www.flickr.com/photos/opensourceway/4370250237/sizes/m/in/photostream/
  10. http://www.flickr.com/photos/73344134@N00/2294162833/
  11. http://www.flickr.com/photos/83346641@N00/3578775702/