Web2LLP Workshop, Coventry, 8 November 2013 Managing and Measuring the reach and impact of your social media activities Auhtors: Gary Shochat (PAU Education) and Tatiana Codreanu (web2learn)

1. Improving Internet strategies and maximizing the social media presence of LLP projects
Managing and Measuring the
reach and impact of your social
media activities
Gary Shochat
P.A.U Education
Tatiana Codreanu
web2learn
This project was financed with the support of the European Commission. This publication is the sole responsibility of the
author and the Commission is not responsible for any use that may be made of the information contained therein.
http://www.web2llp.eu

2. How do you know your web and social media strategy
is working?
• measuring your success and failure!
Where do we start?
• Setting realistic goals and learning
how to track them.

3. How do I set goals?
Key Performance Indicators
So…what can indicate that YOUR website or
Social Media is working?

4. KPIs should I look for: website
• Visibility: keywords, sources, Landing pages,
• Traffic: visitors, unique visitors, New vs. returning
visitors, bounce rate, ‘stickiness’, user paths
• Audience: Source, language, demographics, source
• Interaction: number of items downloaded,
conversion (registration), subscriptions, contacts,
comments, participation, followers

5. KPIs I should look for: Social
Volume: Visits / visitors, Fans, followers, search
engine traffic, people who saw your profile
(linkedin)
Engagement: Retweets, Subscribers (youtube),
comments, likes, share.

6. The value chain of KPI
Like > share > comment
Source: wikipedia.org, Life of Riley

7. More specifically:
Facebook, video, image etc.
Referals from website, visitors, reach, Page
views, # fans, # subscribers, # comments, #
active users, # poll votes, # video views,
uploads/submissions, Website referrals,
downloads, ‘chech-in’
Twitter
Referrals from website, # followers, # lists, #
@replies, # retweets, influence

8. WHAT is this?
An Atom? A ping pong ball? A beach ball?
Source: Richard Pentin, TMW, for IAB social Media Council

9. PLANET URANUS!
The diameter of Uranus is 51,118 km
It travels at a speed of 15,290 miles per
hour
Average temperature -350 degrees
Source: Richard Pentin, TMW, for IAB social Media Council

10. A PLANET - URANUS!
Metrics have meaning only when
compared to something else:
• Goals
• Competitors
• Previous data
Source: Richard Pentin, TMW, for IAB social Media Council

11. Setting KPI goals
• Define strategy and clarify your tactics. For
each goal specify goal indicators that can
provide you with data on your progress.
• Prioritize meaningful metrics.
Setting your goals straight: Be realistic!!
• Set goals based on research and benchmarking
– Check out the ‘competition’
– Learn your target habits and estimated size, The bigger the
target the less effective the estimation of target is
• Set goals based on PROGRESS!

12. How do I measure?
KPIs are measured through metrics provided by
‘stand-alone’ or built-in tools for both websites
and social media.

13. Tools
• ‘Google Analytics’,
• Facebook insights
• Tweeter

14. More tools
• Hootsuite
• Sproutsocial
• Tweetdeck
• SocialBro
• TweetReach
• Klout

15. COMMON PROBLEMS
•
•
•
•
•
Focusing on the wrong things
Unrealistic expectations (over true meaning)
Lack of insights
Lack of promotion
NO FLEXIBILITY!

16. Some practical advice
( Katerina Zourou & Tatiana Codreanu)
Experience gained through:
• Twitter: @languages_web2
@web2LLP, @tatiawa
• Facebook pages : Sun.com project
• Academic platforms: Mendeley, Research Gate
• My followers’ & colleagues’ twitter accounts
• People I follow on social media platforms

17. L6S project: @languages_web2

18. People I follow

19. Managing the social media presence of
your LLP project
2 dimensions
Human resources
Time
19

20. Managing human resources efficiently
• Identify project partners eager to learn from the
process of engaging with social media (a project as a
learning process)
• Get your project partners to see the added value of
SM applications in their own context

21. Managing human resources efficiently
• Example from LS6 network: a rotation system
to maintain social media activity
 Sharing responsibility
 Building a common understanding of difficulties and
added value of digital communication
 Building shared ownership
 Learning together

22. Managing time of your social media
activity
• Use a social media editor (Hootsuite, Tweetdeck)
In LS6 and Web2LLP projects: Tweetdeck
Advantages:
• Schedule your posts ahead of time (like setting an alarm
clock)
• See who addresses you on social media
• Collect valuable information streams without needing to
be on SM 24/7

23. ‘Best time to tweet’ feature
(Example of the SocialBro dashboard for the LS6 network)

24. Scheduling a tweet (on Tweetdeck)

25. Demonstrating social media activity
in official LLP reports
Not just a report proving social media presence:
=>Demonstrate how social media activity
adresses the needs of your target groups
Two examples of indicators regarding social
media impact (Frequency, reach, engagement with target groups)

26. Example 1: Geographic coverage
of the Web2LLP project
Website visits collected through Google analytics

27. Example 2: Videos going viral
(Vimeo channel of the LS6 network)
http://vimeo.com/channels/
195600

28. Social conversation monitoring
#Engage with your audience!
 Follow back!
 Create a list of #keywords
 Shorcut your link with a tracking tool such as bit.ly
 Check the tweets and aswer the questions
 Hashtags appear on search engines

29. Social conversation monitoring
Number of clicks

30. Social conversation monitoring

31. Social conversation monitoring :
Use a curation tool
 Discover hashtags
 Bookmark links and create #keywords

32. Commander Chris Hadfield
@Cmdr_Hadfield

33. Commander Chris Hadfield
@Cmdr_Hadfield

34. Connecting with us on twitter
@paueducation
@languages_web2
@OpenEduEu
@web2lean_eu
@garyshoclat
@tatiawa

35. Tasks!
1. List the key performance indicators
for the different channels you will be using
2. Explore and list the relevant # influencers
on Twitter and websites relevant to your project
(maybe using tools such Hashonomy or other
tools)