Measuring social media - updated
-
Upload
emerson-povey -
Category
Technology
-
view
340 -
download
1
description
Transcript of Measuring social media - updated
![Page 1: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/1.jpg)
Measuring social media
Emerson Povey, Digital Communities Editor
@emersonp
@amnestyuk
http://www.flickr.com/photos/tomschenkenberg/2392891330
![Page 2: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/2.jpg)
First, a quick check...
![Page 3: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/3.jpg)
First, a quick check...
![Page 4: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/4.jpg)
Measurement
ReachHow many people am I talking to?What makes more people join & follow us?
EngagementHow many of them are listening?How many of them are talking to/about us?
ActionHow many of them are doing something?
Are we changing long-term behaviour?
![Page 5: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/5.jpg)
![Page 6: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/6.jpg)
Our social broadcasting
Peer sharing – both when asked to do so, and ‘organic’ sharing
Measurement
![Page 7: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/7.jpg)
Measuring 'reach' & 'engagement'(Who's seen it & done something?)
![Page 8: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/8.jpg)
Do you know what your best update on Facebook was this week?
Do you know – for sure – any correlation between your best updates in the last 6 months?
![Page 9: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/9.jpg)
Likes and SharesCommentsClicks and views
![Page 10: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/10.jpg)
Likes and SharesCommentsClicks and views
![Page 11: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/11.jpg)
![Page 12: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/12.jpg)
![Page 13: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/13.jpg)
![Page 14: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/14.jpg)
![Page 15: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/15.jpg)
![Page 16: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/16.jpg)
![Page 17: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/17.jpg)
![Page 18: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/18.jpg)
![Page 19: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/19.jpg)
Twitter have launched some handy analytics: https://ads.twitter.com
![Page 20: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/20.jpg)
![Page 21: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/21.jpg)
They're engaged. Are they taking action?
![Page 22: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/22.jpg)
Our social broadcasting
Measuring action: the problem
Peer sharing – both when asked to do so, and ‘organic’ sharing
![Page 23: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/23.jpg)
Measuring action: the solution
http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578
Google Analytics Campaignsystem allows us to split out our social broadcast messages
![Page 24: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/24.jpg)
http://www.amnesty.org.uk?utm_source=social&utm_medium=facebook&utm_campaign=turkey&utm_content=standingman
Measuring action: the solution
http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578
![Page 25: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/25.jpg)
Measuring action
![Page 26: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/26.jpg)
Tracking individual posts
![Page 27: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/27.jpg)
Improving your benchmarks!
![Page 28: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/28.jpg)
Measuring action – Google Analytics
https://support.google.com/analytics/answer/1033017?hl=en-GB
Use Advanced Segments to easily see your audiences in Google Analytics
![Page 29: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/29.jpg)
![Page 30: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/30.jpg)
Code share buttonsUse the same campaign analytics to track Tweet and Google+ buttons
![Page 31: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/31.jpg)
![Page 32: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/32.jpg)
![Page 33: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/33.jpg)
Sharing some good news…
![Page 34: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/34.jpg)
![Page 35: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/35.jpg)
Engagement rate
3.45%▲32%
Shares
193▲386%
![Page 36: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/36.jpg)
Engagement rate
4.63%▲78%
Shares
598▲1,196%
![Page 37: Measuring social media - updated](https://reader033.fdocuments.us/reader033/viewer/2022052823/5552c810b4c905920f8b4ddc/html5/thumbnails/37.jpg)
Engagement rate
3.80%▲65%
Shares
1,625▲3,250%