Cost effective ways to measure social media activities
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Transcript of Cost effective ways to measure social media activities
Evaluating PR Effectiveness21 July 2011, London
Web: www.charitycomms.org.ukTwitter: @CharityComms
I CAN
I CAN
The children’s communication charity
“The limits of my language
are the limits of my world.”
Wittgenstein
Social Media Evaluation
1. Introducing I CAN
2. Our aims and social media presence
3. Strategy and planning
4. What to measure
5. Social media objectives
6. Measuring reputation – Sonar & clout
7. Peer comparison - Sonar
8. Other useful tools for measurement
9. Evidence, impact
What we do
No child left out or left behind because of a difficulty
speaking or understanding
Children have the communication skills they need to be all
they can be/fulfil their potential
Experts in helping children with communication difficulties
Vision
Mission
We would like
to be seen as
The five pillars of I CAN
I CAN’s SchoolsI CAN HELP
Services
0-5
Programme
Primary
Programme
Secondary
Programme
SeseResource
Meath – primary
pupils, Surrey
Dawn House –
pupils 5-19, Notts
Extra Time
Holiday Project
Outreach Service
Enquiry Service –
call back from
speech, language
therapist
Assessment Service
Talking Point web
site
Early Talk Training –
nurseries, Sure
Start, LAs
Parent
Ambassadors
Chatterbox
Challenge
Early years
intervention
A Chance to Talk
- Catch up
programme for
primary schools
Primary Talk
Training
Communication
Triathlon
Secondary Talk
Advice, resources,
training on
communication
skills
Raising Your
Game –
Mencap/Nacro
Catch 22
partnership
Information Resources – parents, professionals all ages and stages
Our aims
1. Awareness raising –cause
2. Promoting I CAN’s brand
3. Thought leadership - children’s communication on agenda
4. Engagement with stakeholders –harnessing advocates
5. Reach more families, advocates, educators and donors
6. Income generation - individuals, corporate, events
7. Information dissemination – increase uptake of training,
programmes, resources
8. Raise profile in new areas -schools, secondary etc
9. Improve use of social media
10. Help where it’s needed most
I CAN’s social media presence
I CAN’s social media presence
In order to evaluate:
Set strategy and plan linked to business objectives/priorities
Strategy:objectives; audiences; content; presence; time; roles; policies
What we want to measure
Key areas
• Strategy delivery
• Reach
• Reputation (Authority)
• Engagement with stakeholders
• Response (website hits, calls)
• Brand profile in social media
• Donations
• Conversions
• Competition
• What content works
Social media objectives
Communications/FR
• 5 million opportunities to see, hear, read about I CAN
• Disseminate 100k information packs
• 10,000 registrations for world record attempt
• 10%+ parents sign up to newsletter
• 30 Secondary schools sign up to programme
• £1,000,000 from 5 appeals
Social media
• Increase SM reach to 10,000 by
end of year
• 50 clicks per month through from
twitter to order page
• Facebook likes for GWR = 100
• 50 mentions in parent forums &
web sites
• 10 blog entries on Secondary Talk
and issue
• Test 3 new social media
fundraising mechanisms
Measuring reputation
© echo
0
10
20
30
40
50
Jan-2010 Mar-2010 May-2010 Jul-2010 Sep-2010 Nov-2010 Jan-2011 Mar-2011
“Parents wrongly blamed for speech problems”BBC, 31/01/2011
“Children rhyme into record books”Lancaster Guardian, 28/02/2011
“Youngsters head for world record”Calne Gazette & Herald, 02/03/2011
“Fears over primary school pupils’
communication skills”
BBC, 05/02/2010
“Charity hits out at closure of I CAN centre in Ballynahinch”
Mourne Observer,
09/07/2010
Total volume : 115Up 242% in 2011
Echo Sonar Media Analysis 1st January 2010- 31st March 2011: Online news media (UK)
Monthly Trendby volume
© echo | Page 11
© echo
Social Media Platform Comparison
© echo
1,025 likes 1,247 followers
3,094 likes 635 followers
1,705 likes 375 followers
640 likes 921 followers
N/A 1,198 followers
248 friends 188 followers
Measuring reputation
Measuring response, reach, brand
& engagement
Reach:
• Facebook fans
• Twitter follows
• Google analytics
Engagement:
• Facebook insights
• Blog posts
• Forum comments
Brand penetration:
• Twilert
• Sonar
• Hootsuite
• Survey monkey
Hootsuite
Senior managers
• What is the issue? Time &/money?
• Who do you need to convince? But be realistic
• Play to their interests/ignorance - show how SM supports:
– Results – more interest and coverage
– Competition
– Branding and positioning
– Smart use of resources - integration
– Link to business objectives
– Plan and strategy
– Achieving the mission.
Don’t forget
• Regular meetings to check
measures
• Check against objectives
• Identify changes and plan
experiments
• Keep a log of changes
• Ditch what doesn’t work
• Seize opportunities - JFDI
• Be realistic but ambitious
Useful links
1. www.echosonar.co.uk
2. www.ican.org.uk
3. www.adoptaword.com
4. www.thesocialpenguinblog.com/2010/07/29/social-media-
analytics-our-guide-by-kelly-forbes/
5. www.clickz.asia/3800/social_analytics_what_s_the_standard
6. www.lakeshorebranding.com/company/blog/social-
analytics-tools-for-measuring-the-impact-of-your-social-
media-marketing-campaign/
7. www.twittorial.co.uk/2011/05/09/measuring-the-impact-of-
your-social-media/