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Social Media Today presents:

Which Metrics Matter in Social Media?

How to Participate

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About the Moderator

About the Panel

John Gordon is Senior VP of Digital in Fenton’s New York office and manages the social media practice firm wide. In that position he works to create memorable campaigns by integrating strategy, technology, and creative content for clients like Warner Bros, ASPCA and Stonyfield Organics. Gordon was formerly the director of new media at Spitfire Strategies where he helped clients such as the Hewlett Foundation, the Robert Wood Johnson Foundation, and the Joint Ocean Commission use new media to drive supporters, win campaigns, and build capacity. Prior to Spitfire, Gordon was the director of interactive communications and marketing at the Girl Scouts of the USA (GSUSA), where he developed online marketing and communications initiatives that served the membership, fundraising, advocacy and e-commerce goals of the national organization and more than 300 Girl Scout councils nationwide. Gordon is a frequent writer and speaker on social media, social CRM, creative content, movement building and metrics. His innovative efforts have been recognized with multiple Webby, Pollie and SXSW Interactive awards. @j6ordon

Heather joined Planned Parenthood Federation of America in August 2011 as Director of Digital Strategy after two years as VP of Digital at Fenton Communications, where she led the DC office’s digital practice. Heather worked to develop and execute social media strategies and multimedia projects across a diverse client base. Prior to Fenton, Heather served for four years as the director of political advocacy for Care2. She worked to connect Care2’s millions of members to non-profits doing political work and advocacy campaigns. She led the effort to develop Care2’s Election2008 Channel. Heather was also a partner and online organizing director for the Carol/Trevelyan Strategy Group (CTSG), instrumental in developing and growing CTSG’s Creative Multimedia department, including serving as executive producer and co-writer for several Pollie-award winning campaigns. @holdie1

Tick Tock of Komen: How We Responded

Date Email Social

1/31 Disappointing News (Donate) Announcement (4pm) (3% viral; 2.6k shares) Donate (6pm)

2/1 Open Letter (Sign on) Open Letter (2:30pm)Share Badge (6pm) (26.8% viral; 23k shares)

2/2 Bloomberg Match (Donate) PPSavedMeTumblr (11:15am)Supporter Video (4pm) Bloomberg (6:30pm) (10.5% viral; 9.7k shares)

2/3 Komen Restores partnership (Update)

Announcement (12pm) (15.5% viral; 12.4k shares)Thank you—Share Badge (5pm) (14.6% viral; 9.1k shares)

Tick Tock of Komen: How We Responded

How our supporters responded…

How our supporters responded…

Komen debate Timeline

Twitter drove news spikes (red dotted lines) followed quickly by Facebook conversation spikes (black dotted lines) – every news update was highly socialized

After first 18 hours, social groundswell kept conversation active for 2.5 days until Komen reversed its decision – then conversation tapered after 18 more hours

Social media fuels real-time news propagation

Sentiment on Komen

Results

• Decision reversed• Lost funding covered by supporter donations. • 290,000 posts across Facebook/Twitter from

Jan. 31-Feb. 6. • 170k petition signatures in 48 hours• Sentiment: 15 to 1 in favor of Planned

Parenthood  on Twitter (1.5MM related Tweets)

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SOCIAL MEDIA GOALS

Venn Diagram of Organizational Goals and Social Media Goals

Organizational Goals

Social Media Goals

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SEE, SAY, FEEL, DO1. Structure for measuring and

reporting

2. Guide for explaining social media impact

3. Tool for planning campaigns

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SEE, SAY, FEEL, DO1. Who is your audience?

2. Where are they?

3. What do you want them to do?

4. What do they want from you?

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SEE, SAY, FEEL, DO

Communication • Report • Event • Campaign

SAY • Tweet this • Share this

Communication • Report • Event • Campaign

SAY • Stories • Stats • Quotes

SEE • Article • Blog post • Advertisement

FEEL • Questions • Personalization • Tweet chats

DO

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MORE THAN NUMBERS

EXPRESSIONSIMPRESSIONS

Thanks for Joining Us

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The Next Generation CRM:Social Media Management and Monitoring

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