Case st

1. COMMUNICATIONS
METRICS: A CASE STUDY
JOHN MARTIN
INFORMATION & NEWS SERVICES
OFFICE OF INFORMATION TECHNOLOGY
NC STATE UNIVERSITY
jmartin3@ncsu.edu
@ncsu_oit
oit.ncsu.edu
(919) 513-1196

2. AGENDA
• Case study: one organization’s quest
• To measure effectiveness of communication channels
• To determine ROI on social media (Twitter)
• Communication channels being measured
• Measurement tools being used
• Methodology
• Summary conclusions
• Your thoughts on this work
• What you’re doing
• Very much work in progress!

3. COMMUNICATIONS MEASURED
• OIT News
• Monthly publication
• Audience is faculty and staff
• Subscription-based email notification / online copy
• 8-12 items in “blurb” format
• September OIT News edition
• Twitter (@ncsu_oit)
• Advertisements (e.g., workshops, seminars, services, events)
• Announcements (e.g., outages, change management, security incidences)
• News (IT, education, social media, IT in education, social media in IT, social media in education)
• Engagement

4. MEASUREMENT TOOLS
• Excel Spreadsheets
• OIT News
• Twitter
• GoLinks (go.ncsu.edu)
• NC State internal URL shortener
• Faculty or staff to create
• Random or customized
• Statistics-enabled
• Share-enabled
• Modifiable

5. OIT NEWS
• What we’re trying to find out
• What topics are of most interest to our readers
• How readers access and consume our content
• How we’re going about it
• 1 base and 3 modified GoLinks for each news item heading
• Item #1 base GoLink: go.ncsu.edu/0811-01-google
• Item #1 modified GoLink for online version: 0811-01o
• Item #1 modified GoLink for email: 0811-01e
• Item #1 modified GoLink Twitter version GoLink: 082611tw
• GoLinks for each link in each news item

6. OIT NEWS: GOLINKS

7. OIT NEWS: EMAIL STATISTICS
• Snapshots on 09/27/11 & 10/19/11

8. OIT NEWS: ONLINE STATISTICS
• Snapshots on 09/27/11 & 10/19/11

9. OIT NEWS: BODY LINKS
• Snapshots on 09/27/11 & 10/19/11

10. OIT NEWS: SUMMARY
• Approaching one year’s worth of data
• Most viewed topics
• Education advertisements: “Lunch & Learns” and workshops
• Process improvement
• Started identifying education advertisements more granularly
(classmate  individual class)
• Starting on July 1, 2011 we integrated GoLinks modifiers
• Found that our email announcement of the edition drives most
traffic (as opposed to starting on the online version)
• Future
• Provide feedback to education team on which of their
offerings garner the most interest
• Try to correlate action (e.g., after clicking on a workshop news
item, an enrollment occurred)

11. SOCIAL MEDIA METRICS
• Adapt-Ability: Identifying Optimal Social Media Success
Metrics webinar on 11/22/10
• Jay Baer, Convince and Convert LLC
• Adam Covati, Argyle Social
• Luke Glasner, Glasner Consulting
• Persia Tatar, Attention
• Four business goals for social media
• Build Awareness
• Build Loyalty
• Customer service
• Generate Sales

12. POSSIBLE AWARENESS METRICS
• Social mentions
• Inbound links
• Web traffic from outposts
• Share of voice
• Search volume trends
• Content exposure
• New visitors

13. POSSIBLE LOYALTY METRICS
• Increase in positive social mentions
• Increase in positive ratings/review
• Content subscription
• Increase in community participation
• Reduction in customer service expense

14. TWITTER
• What we’re trying to find out
• What’s of interest to our readers
• Topics
• Communicative purpose
• Awareness
• Mentions
• Retweets
• Loyalty
• Replies (Engagement)
• Favorited
• How we’re going about it
• GoLinks & Modified GoLinks for tweets
• Twitter notifications and Gmail labels

15. TWITTER: TWEET STATISTICS
• Snapshots on 09/27/11 & 10/20/11

16. TWITTER NOTIFICATIONS

17. TWITTER: AWARENESS
• Mentions
• Retweets

18. TWITTER: LOYALTY
• Favorited
• Replies (Engagement)

19. TWITTER: SUMMARY
• Time-consuming (We have an intern!)
• What to measure
• What to measure with (automation is a must)
• Making time to analyze
• To draw conclusions
• To adjust measurement methodology
• Changes to current
• Perhaps try new
• Ambiguity (Awareness or Loyalty?)
• [Loyalty/Reply] @ncsu_oit I use your dept as an example of how an
IT dept uses social media effectively 
• [Awareness/Mention] @pgmckenzie Paul
McKenzie #FF @ncsu_oit Check out today's great stream on
securing mobile devices.
• Criticism = Loyalty
• Work in progress: Forward movement, process improvement

20. THOUGHTS? QUESTIONS?

21. AND YOU?