Measuring What Matters: Meaningful Metrics
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In the age of information overload, having a social media measurement practice is the key to successful execution of your social strategy. In this session, Debra Askanase looked at what data points tell you that your community cares and is willing to take action, a methodology to figuring what data is relevant to your outcomes, where to find the metrics that matter, and why setting up the right metrics can make the difference between knowing that people visited a page on your website, and if your social media actions sent them there.
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Measuring What Matters: Meaningful Metrics
- 1. Measuring What Matters: Meaningful Metrics Social Media for Nonprofits Debra Askanase, Digital Engagement Strategist @askdebra
- 2. Data Data Data Everywhere What’s important is that you can find what you need https://www.flickr.com/photos/90106931@N00/5150336351/
- 3. Data you can find Relevant data Data you need
- 4. Data-checking ourselves Data for decisions Does it inform decisions? SMART goal progress Does it check our progress? Matterness data Does it show if we Matter?
- 5. Data-Informed Decision-Making Will this help me make a decision about, or change..? ◉ The way I work ◉ The way the organization does its work ◉ Current initiatives ◉ Planned initiatives ◉ Long-term direction
- 7. Common Vanity Metrics ◉ Size of online community ◉ Impressions / Views ◉ Social ad reach ◉ Influential followers/fans ◉ Your own Klout ◉ Number of social and blog posts ◉ Mentions A Vanity Metric does not inform your work, help you make decisions, or help you Matter* * Sometimes the boss wants these anyway. We call this “ego-checking.
- 8. http://www.flickr.com/photos/55738177@N0 0/141616404/ Finding SMART Goals to Measure* *Does it check our progress?
- 10. Aspirational SMART Increase traffic to donations page Increase online donations through website by 10-15% in 2015 Increase social media fan engagement Increase amount of conversation and interaction within our social media spaces by 20% in 2015 New member acquisition 20% more online membership sales as a result of social media referrals Jan – June 2016 *Specific, Measurable, Attainable, Realistic, Timebound Aspirational > SMART Goals
- 11. Can You Measure It? 1. Increase online donations by 10-15% in 2015 Google Analytics: referral visits to website from social media channels, form completions 2. 20% more social media channel engagement Comments, Shares, RTs, @mentions, Favorites 3. New member acquisition New member form downloads, form completions from social media
- 12. Blog Mobile & apps Social networks Video/Photo Website
- 13. Matterness-informed Decision-Making ◉ Will this information help our organization to recognize, value, and hear our stakeholders? ◉ Will this help us recognize stakeholders who can co-create, contribute, and become part of the organization? ◉ Will this data connect us to those who care and will take action?
- 14. Matterness + SMART Metrics What matters to stakeholders Demonstrates you matter to stakeholders Identifying who cares deeply SMART goals Most engaging content Conversation (public and private) Participation in online events Social referrals Least engaging content Participation when asked Consistent sharing/conversatio n Conversions Clickthroughs Shares of content Recruits and acts when asked Downloads, donations, etc.
- 15. Share Pair: What Matters Most? What social metrics do you need to accurately inform the direction or work of your organization?
- 16. How do I do this? https://www.flickr.com/photos/25171207@N02/4204137856/
- 17. Daily Metrics – Steering the Ship https://www.flickr.com/photos/8755284@N03/610859608/
- 18. Daily Metrics – Steering the Ship What matters to your stakeholders & What demonstrates you matter ◉ What content resonates? ◉ What content misses? ◉ Who’s engaging with us, and why? ◉ What’s picking up steam?
- 21. Monthly & Quarterly - Goal-oriented https://www.flickr.com/photos/36196762@N04/5112925348/
- 22. Monthly & Quarterly Metrics - Goal-oriented ◉ Online community growth ◉ Most engaged posts/tweets/pins/videos ◉ Overall engagement trend ◉ Most engaged online fans ◉ Website metrics that matter ◉ A specific goal metrics ◉ A specific metric that informs my practice
- 24. Checking Progress Where It Counts
- 26. Create your own GA Dashboard
- 27. Supplement with 3rd Party Apps Use other apps to help you gather data, listen, and respond: ◉Sprout Social ◉ Mention.com ◉ True Social Metrics ◉ Hootsuite ◉ Bit.ly ◉ etc.
- 29. Measuring What Matters What matters to stakeholders Demonstrates you matter to stakeholders Identifying who cares deeply SMART goals Most engaging content Conversation (public and private) Participation in online events Social referrals Least engaging content Participation when asked Consistent sharing/conversatio n Conversions Clickthroughs Shares of content Recruits and acts when asked Downloads, donations, etc.
- 30. Review ◉ Determine your data needs to measure ◉ Know how to find the data your need ◉ Check all three types of data: decision- making, goals progression, Matterness ◉ Create a daily and quarterly measurement practice ◉ Share your data with the organization
- 31. Thank you! 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
- 32. CREDITS Special thanks to all the people who made and released these awesome resources for free: ◉ Presentation template by SlidesCarnival ◉ Photographs by Unsplash
Editor's Notes
- Google Analytics Twitter Analytics Facebook Insights YouTube Insights KissMetrics Sprout Social True Social Metrics AddThis, Gigya, ShareThis, Disqus….
- Relevant Data: to your job, boss, org, funder
- Vanity metrics
- Likes/size: Look at the value of the # of likes, quality, who they are – that’s what matters. Is it the RIGHT community Impressions/views/ad reach does not equal interest Klout does not move people to action A person who is influential must be engaged Number of posts is important, but not critical
- These have to inform the work of the organization, too!
- What REALLY matters is what’s going to your website
- All this data was obtained through Google Analytics