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Magic numbers

Magic numbers. Measuring the quantity and quality of social media activity Sarah Lay. What we’ll look at today. Why you should measure What you should measure Quantitative data Qualitative data Setting Key Performance Indicators (KPIs) How to measure. Something to consider….

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Magic numbers

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  1. Magic numbers Measuring the quantity and quality of social media activity Sarah Lay

  2. What we’ll look at today • Why you should measure • What you should measure • Quantitative data • Qualitative data • Setting Key Performance Indicators(KPIs) • How to measure

  3. Something to consider… • The vast ocean of information about measuring social media

  4. Something to consider… • Amount we’ll cover today

  5. Measurement building blocks • Five point plan to get you started with measuring social media • Why? • What? • How? • Benchmarking

  6. Five Point Plan • Why are you measuring? What is success? • What are you measuring? Set your KPIs • Find the tools • Crunch the numbers • Quantitative measurement • Tell the stories • Qualitative measurement

  7. 1. Why are you measuring? • Measurement is key to success • Does your effort support your objectives? • What worked (what didn’t)? • Understand social media as a channel (and as a journey not a destination)

  8. 1. Why are you measuring? • Strategy & objectives • Whether a campaign or business as usual • May change per channel • What is your idea of success? • Also ‘when do I start measuring?’ Think about this stuff before you start!

  9. 2. What are you measuring? • KPIs – the question you want to answer • Set a couple of questions per objective • Work out what metric would provide the answer

  10. Key Performance Indicator • Objective • Increase online applications for school places • KPI (question) • Are we increasing traffic to the web page through social media posts? • Social media metric • click-throughs (how active are the users you are reaching)

  11. 3. Find the tools • Google Analytics • Social media dashboards like Hootsuite • TweetReach • Facebook Insights • Council Monitor • RepKnight

  12. 4. Magic numbers • Easy to gather • Hard to convert to real measure of success • Headline figures • Lots of caveats!

  13. Friends, followers, fans… • Each platform has its own quantitative measure • How many of your friends, followers or fans are active on the network, or real people? • How many of them act on your posts? • Huge followings doesn’t = huge success

  14. Tracking monthly Twitter activity • Monthly activity on @DerbyshireCC • Shows growth & engagement in channel • Low levels of direct action

  15. Friends, followers, fans… • Be careful! • Your followers / friends / fans might go up but how many are real and really active on that network? • They might click-through but are they acting how you hope when they get there? • As a headline figure of growth • As a quick benchmark against others • Alongside qualitative data!

  16. 5. Telling stories • Capture conversations • Measure sentiment • Understand reach and creep into other channels • Understand how your users feel

  17. Telling stories In this example: • Twitter conversation arising from direct, unsolicited contact • Matches council objective to support local business • Pointed them at online transaction (no phone call) • They re-tweeted resulting in 2 more sign-ups!

  18. Sentiment • Are people’s comments to you • Positive? • Negative? • Think about sentiment • Overall • Per service area • Per campaign • Track automatically or manually?

  19. Too much information?

  20. Adding a step 6 – bring it all together • Define your success • Set KPIs • Find some tools • Gather quantitative data • Gather qualitative data • Evaluate your evidence, adjust measures, go back to step one

  21. Summary • Use the six step process to get to grips with measurement • Ongoing evaluation of what you want to achieve and how you measure your success • Don’t be good at social media; be good at serving your citizens through social media

  22. Picture credits – Creative Commons • Ocean by Miss Khttp://www.flickr.com/photos/dragnet/10510799/ • Dew Drop by Tom Gill (lapstrake)http://www.flickr.com/photos/lapstrake/3586881318/ • Spalted Maple versus Obeche by A. Dauglis Furnituremakerhttp://www.flickr.com/photos/artdrauglis/4192498549/ • Giant Lego! By techsavvyedhttp://www.flickr.com/photos/techsavvyed/5926978939/ • Old blocks / view 02 by fragmentedhttp://www.flickr.com/photos/fragmented/2644176465/ • Hammer by thefixerhttp://www.flickr.com/photos/fixersphotos/3199566032/ • Numbers by e y e / s e e http://www.flickr.com/photos/grandmaitre/5846058698/ • Speech bubbles by jordesignhttp://www.flickr.com/photos/jordesign/3619404268/ • Happy Face. Sad Face by missmonethttp://www.flickr.com/photos/missmonet/5298696917/ • Day 187: over-excited by estherasehttp://www.flickr.com/photos/estherase/501006985/

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