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Knowing what data matters, and what doesn't, is critical to creating your own social media metrics tracking system. This presentation reviews the basics of Google Analytics, Facebook Insights, and YouTube Insights, and the data you need to track in order to know what your online community wants, develop engaging content, support the community, and meet your goals. The presentation also includes references to several DIY social media metrics dashboards you can use in your business.
Training providers: FREE: Google Analytics Help, LunaMetrics
In today’s world, data is not something else.
Social Media Analytics Demystified
Demystifying Social Media Analytics Presented by Debra Askanase, Engagement Strategist April 8, 2013 City of Cambridge
About Debra AskanaseDigital Engagement StrategistFormer business consultant,executive director, programmanager, and communityorganizer firstname.lastname@example.org http://communityorganizer20.com
Today’s Working Agenda• Overview: Defining specific goals• A tour of important analytics: Facebook, YouTube, Google Insights• Key metrics for Facebook, YouTube, and Google Analytics• Setting up your own metrics dashboards
Who’s in the Room?• Introduce yourself: name, type of business, what social media channels you use• How would measurement change what you are doing with social media?
Goals and QuestionsKnowing what you want to measure is most of the work!
Develop Post to Define content and social mediayour goals data points channels What Measure content key data does not points engage? against goals Optimize that What content! content engages?
Identify Communications GoalsWhat are your “aspirational organizational” goals? What should your communications accomplish? How could communications also accomplishinternal, segmented, or audience-specific goals? Are they SMART goals?
Define Your SMART Communication GoalsSpecific Design your social media activities to meet yourMeasurable business goals:Attainable • brand awareness • membershipRealistic • sales • sales leadsTimely • specific segment attraction
Some SMART Communication Goals1. 10 new purchase inquiries from new geographic areas (NYC, Hartford) a month Google Analytics: referral visits to website from Measurement: social media channels, form completions2. 10% higher enrollment by Dec. 31 and Feb. 1 than prior year Measurement: Measure success of social media campaign, GA referral visits from social media to registration3. Increased engagement from existing network Deeper engagement on social media channels, test Measurement: success of social media campaign, referral mentioned at purchase, GA referral visits to registration site
Share Pair Exercise1. What are your aspirational goals?2. Develop two SMART social media goals.**Remember that SMART goals: • Include a target number or percentage • Are time-specific • Are realistic!
Blogging Micro RSS Feeds Blogging ImageListserv Choose Sharing your tools Forums Video Sharing Social Networking Podcasts Widgets
Four Key Questions To Ask (and the tools to get you there)1. Are my social activities referring visitors to the site? *view in Google Analytics2. Is social content sending people to where I want them to go? *view in Google Analytics3. What content do social fans care about? And why? *view in Google Analytics *view in Facebook Insights *view in YouTube Insights *view in bit.ly clicks and RTs4. Who are my biggest fans…and what do I know about them? *Crowdbooster (Twitter, paid), FB posts, YouTube Insights
In the end, it’s all aboutcontent & engagement
Facebook Page* Insights: A Tour 6 metrics you want to keep your eye on*only Pages have Insights, Facebook Groups do not
6 Key Facebook InsightsContent: reach, engagementReceptivity: Reach & core audienceTraffic Sources: How are they finding you?Engagement: PTAT is interactionLikes: where they are coming fromDemographics: Likes and PTAT
Facebook Insights for content and engagement Post & PTAT reach
YouTube Insights: A Tour 6 metrics you want to keep your eye on
6 Key YouTube InsightsViews: filter by video, top videos, time watchedSubscribersShares: Which videos are compellingDiscovery Playback Locations: where viewersare coming fromTraffic: Analyze traffic by video (no screenshots)Demographics: Overall and by specific video
YouTube is Equal to Google Search • 95% of Americans use Google Search • 95% of Americans use YouTube Search • 46.8% browse YouTube several times dailyhttp://www.brafton.com/news/95-percent-of-consumers-use-google-search-youtube-to-find-relevant-web- content
YouTube Insights for content and engagement Views, s & subscribers hares
Google Analytics: A Tour 6 metrics you want to keep your eye on
6 Key Google Analytics MetricsVisitors: OverallContent: what resonatesTraffic: Where are they going?Time on site: bounce rate, time by referralsourceReferral sources: is social media working??Are they doing what we want them to do?
Google Analytics is Free BUT Employee Time Is Not …invest in training or external guidance! 51
Wrapping Up: Where to StartKnow what you want to know before digging into thedataBe a data nerd: tracking is learningPlan to have integrated toolsDemystify “data” for your companyFREE is not FREE - invest in training or get help!!!! 80
Facebook Insights Resources• Customizable online metrics tracking spreadsheet for you to use and share: http://bit.ly/SMARTgoaltracking• Facebook page insights, explained: ads.ak.facebook.com/ads/creative/insights/page-insights-guide.pdf• Applying social metrics framework to the new Facebook Insights, from Beth Kanter: http://www.bethkanter.org/best-metrics/• How to use the new Facebook insights (video tutorial), from John Haydon: http://www.johnhaydon.com/2011/10/how-use-facebook- insights-video-tutorial/• Using Facebook to Meet Your Mission, Idealware report: http://idealware.org/facebook_survey 82
Web Analytics Resources• Brian Clifton, “Advanced Web Metrics with Google Analytics”• Eric Petersen, “Web Analytics Demystified”• Jim Sterne, “Web Metrics”• Analysis Exchange (pairs web analytics peeps and NPOs for FREE): http://www.webanalyticsdemystified.com/ae/ae-business.asp• Frogloop Blog Post: http://www.frogloop.com/care2blog/2008/10/13/using- google-analytics-to-track-a-nonprofit-website-part-1.html• Google Analytics Help: http://www.google.com/support/analyticshelp• Google Analytics Getting Started: http://www.google.com/analytics/discover_analytics.html• Google Analytics Blog: http://analytics.blogspot.com• LunaMetrics: http://www.lunametrics.com/google-analytics-training/• eMetrics Marketing: http://www.emetrics.org 83
Resources via Scoop.it• Engagement metrics: http://www.scoop.it/t/engagement-metrics• http://www.scoop.it/t/social-media-and-nonprofits-measurement• YouTube tips and tutorials: http://www.scoop.it/t/youtube-tips-and- tutorials• Facebook best practices and research: http://www.scoop.it/t/facebook-best-practices-and-research 84
I’m always available to answer follow-up questions!Email: email@example.comWebsite: communityorganizer20.comBlog: http://communityorganizer20.comLinkedin: linked.com/in/debraaskanaseTwitter: @askDebraOther slides: slideshare.net/debaskTelephone: (617) 682-2977