Kiera Stein - Tracking Your Social Media Impact & ROI
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Kiera Stein - Tracking Your Social Media Impact & ROI
- 1. Tracking Your Social Media Impact and ROI Kiera Stein @KieraWiatrak Web Content Manager at CARE 1
- 2. About CARE • CARE is a global poverty-fighting organization with a special emphasis on empowering women and girls 2
- 3. Ordering Chaos • Be consistent • Be flexible and accept change • Accept imperfection 3
- 4. Networks CARE Tracks • Twitter • Facebook • Causes • YouTube • Foursquare • LinkedIn • Google+ • Pinterest 4
- 5. What Metrics Matter? • Follower/fan growth • Clicks • Donations • Impressions/reach • Actions • Paid advertising • Campaign-specific metrics 5
- 6. 10,000 12,000 2,000 4,000 6,000 8,000 14,000 0 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Follower Growth Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Facebook Likes Twitter Followers Facebook Causes Members 6
- 7. Clicks and Donations • Segment bit.ly and Google Analytics • Track number of donations and average gift size as well as donation amount 9,000 8,000 7,000 6,000 5,000 Donation Value 4,000 3,000 2,000 Visits to CARE.org 1,000 0 7
- 8. Clicks and Donations 8
- 9. Clicks and Donations 9
- 10. Impressions and Potential Reach • Consistency is key • Treat the patient (the network), not the disease (the standard) Potential Reach = # of followers at time of update 1 + # of followers at time of update 2... 10
- 11. Impressions and Potential Reach 1 car = 1 impression 11
- 12. Actions • Don’t compare apples to oranges • Define what an action is to you • Track YOUR actions as well 12
- 13. Actions Constituent Actions CARE Actions 300,000 500 450 250,000 400 200,000 350 300 150,000 250 200 100,000 150 50,000 100 50 0 0 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Twitter Facebook Causes 13
- 14. Paid Advertising • What is your engagement goal? • Calculate the conversion rate in addition to fundraising ROI • Facebook advertising is used primarily to meet non-fundraising goals 14
- 15. Paid Advertising # Shares 2,500 2,000 1,500 1,000 # Shares 500 0 Revenue $1,400.00 $1,200.00 $1,000.00 $800.00 $600.00 Revenue $400.00 $200.00 $0.00 15
- 16. Social Media Fundraising and ROI • All social media is advertising, and most of it is FREE 1 impression = 1 penny 1 action = 10 cents 16
- 17. Measuring Campaigns • Possible Campaign Metrics – # of times a hashtag is used – Visits to a specific landing page – Your share of the conversation, compared either with competitors or other channels – Mentions or actions revolving around the campaign – Channel growth over a campaign period 17
- 18. Measuring Campaigns 18
- 19. Measuring Campaigns • International Day of the Girl Campaign – Facebook accounts for 8 of the 10 top social media links – Facebook is the #2 referral site for both CARE.org and the campaign page 19
- 20. Measuring Campaigns 20
- 21. Measuring Campaigns 21
- 22. Measuring Campaigns 22
- 23. Measuring Campaigns • 2011 CARE Conference: – Social media accounted for more than 7% of visits to the site – 1.36% conversion rate on CARE Package from social media – 18% advocacy conversion rate 23
Notas del editor
- Measuring your effectiveness on social media is kind of like ordering chaos. Industry standards haven’t really emerged yet, social networks are coming and going all the time, and a lot of them don’t have any sort of metrics available. And, even the ones that do, they’re changing all the time.A few overarching tips to remember, which we’ll go over in more detail are:-Be consistent. If you’re not, your numbers will be meaningless. With no industry standards, the only meaning you’re really going to get out of these numbers are comparing them with each other month after month.-Be flexible. These networks are changing all the time, and you’re going to have to change with them. Each network is different, and you have to adapt to measuring what is most appropriate on each individual social network.-This leads to the next point – accept imperfection. There is no perfect way to track these metrics across all social networks. You just have to find what works best for you, determine how much you can invest in tracking, and be ok with it. You’re not going to capture everything, and some networks you’ll be able to get virtually nothing. And you have to be your own kindergarten teacher here and say I’m going to do the best I can with what I have.
- -say here that the fancy calculations (like fan growth, etc.) come later-for campaign specific metrics, explain that these will be unique for each campaign -say we’ll try to talk about the tools we use, both free and paid
- -this is pretty straightforward, you can get these on all the networks themselves-add a graph-talk about FY columns and percent growth-if you track it every month, you’ll see some unique things. Talk about what we saw with twitter growth on Twitchange.
- -say we use google analytics for web visits and donations-social media has its own profile, we code per post so we can see where it’s coming from, when it was posted, the topic, and the landing apge. At any second, we can say, in the last month, we had x many visitors from social media and it brought in x donations.
- -say we use google analytics for web visits and donations-social media has its own profile, we code per post so we can see where it’s coming from, when it was posted, the topic, and the landing apge. At any second, we can say, in the last month, we had x many visitors from social media and it brought in x donations.
- -say we use google analytics for web visits and donations-social media has its own profile, we code per post so we can see where it’s coming from, when it was posted, the topic, and the landing apge. At any second, we can say, in the last month, we had x many visitors from social media and it brought in x donations.
- -this is where it’s important to be consistent-the term treat the patient not the disease fits here – you want to define what is appropriate for that network, not what’s most consistent across the board-it can get really fancy, and you’ll have to create rules for yourself, like we did with linkedin and Causes, write them down in a guide, because you won’t remember-mention that we track youtube as a video view, and it’s ok some numbers are out of the park, like Twitter. This is what makes sense for the network, not what’s consistent across the board
- -include donations and advocacy, so actions that are taken because of social media even if not on social media. We use GA for advocacy-you’ll have to define an action for each network, a lot of this will depend on how much time you want to put into it. On pinterest, we count by hand.-you’ll never be able to say – we had 5,000 more actions on network A this month than network B – it will never make sense, it’s apples and oranges. What you can say is we had this many actions on Facebook in March and this many in April, or this many in 2011 and this many in 2012-we decided not to include a visit as an action, but you might.-for be flexible, use the example of how Foursquare just changed their tips to likes, and how we had to accommodate. Just leave yourself a note and move on. Don’t lose the forest through the trees – you want the measurements that are most accurate for the network, not what you can package and tie up in a pretty bow.
- -include donations and advocacy, so actions that are taken because of social media even if not on social media. We use GA for advocacy-you’ll have to define an action for each network, a lot of this will depend on how much time you want to put into it. On pinterest, we count by hand.-you’ll never be able to say – we had 5,000 more actions on network A this month than network B – it will never make sense, it’s apples and oranges. What you can say is we had this many actions on Facebook in March and this many in April, or this many in 2011 and this many in 2012-we decided not to include a visit as an action, but you might.-for be flexible, use the example of how Foursquare just changed their tips to likes, and how we had to accommodate. Just leave yourself a note and move on. Don’t lose the forest through the trees – you want the measurements that are most accurate for the network, not what you can package and tie up in a pretty bow.
- -This is anything from Facebook ads to Twitter ads to other social-media related promotion.-facebook ads, we want people to like a page or for promoted posts, like, share, click, comment etc.-For social media advertising, there should always be a goal beyond fundraising. This is because social media doesn’t raise money, but that doesn’t mean it’s not responsible for the money you raise elsewhere. That is something you just have to accept, because you will never be able to calculate this.-include any other payments (monthly charges for tools, etc.) but you can’t necessarily compare this to what you make.-Facebook advertising is used primarily to meet non-fundraising goals (according to Nonprofit Social Network Benchmark Report by NTEN Common Knowledge and Blackbaud
- -This is anything from Facebook ads to Twitter ads to other social-media related promotion.-facebook ads, we want people to like a page or for promoted posts, like, share, click, comment etc.-For social media advertising, there should always be a goal beyond fundraising. This is because social media doesn’t raise money, but that doesn’t mean it’s not responsible for the money you raise elsewhere. That is something you just have to accept, because you will never be able to calculate this.-include any other payments (monthly charges for tools, etc.) but you can’t necessarily compare this to what you make.-Facebook advertising is used primarily to meet non-fundraising goals (according to Nonprofit Social Network Benchmark Report by NTEN Common Knowledge and Blackbaud
- -social media doesn’t raise money, but that doesn’t mean it’s not responsible for the money you raise elsewhere. That is something you just have to accept, because you will never be able to calculate this.-54% of respondents said they were not fundraising on Facebook according to Nonprofit Social Network Benchmark Report-could they measure how much billboards bring in before vanity URLs? No, but the industry standard was to measure it this way-we call this social media engagement ROI. Maybe add a graph here?
- -determine BEFORE launching
- -share of conversation-talk about referral traffic
- -determine BEFORE launching
- -This is anything from Facebook ads to Twitter ads to other social-media related promotion.-facebook ads, we want people to like a page or for promoted posts, like, share, click, comment etc.-For social media advertising, there should always be a goal beyond fundraising. This is because social media doesn’t raise money, but that doesn’t mean it’s not responsible for the money you raise elsewhere. That is something you just have to accept, because you will never be able to calculate this.-include any other payments (monthly charges for tools, etc.) but you can’t necessarily compare this to what you make.-Facebook advertising is used primarily to meet non-fundraising goals (according to Nonprofit Social Network Benchmark Report by NTEN Common Knowledge and Blackbaud
- -This is anything from Facebook ads to Twitter ads to other social-media related promotion.-facebook ads, we want people to like a page or for promoted posts, like, share, click, comment etc.-For social media advertising, there should always be a goal beyond fundraising. This is because social media doesn’t raise money, but that doesn’t mean it’s not responsible for the money you raise elsewhere. That is something you just have to accept, because you will never be able to calculate this.-include any other payments (monthly charges for tools, etc.) but you can’t necessarily compare this to what you make.-Facebook advertising is used primarily to meet non-fundraising goals (according to Nonprofit Social Network Benchmark Report by NTEN Common Knowledge and Blackbaud
- -CARENCC-that month, social media accounted for more than 7% of all visits to the site-advocacy actions had a conversion rate of 18%-On average, people who visited CARE Package from a social media post clicked on 2.49 pages and spent about a minute and a half on the site -1.36% conversion rate on CARE Package from social media
- -CARENCC-that month, social media accounted for more than 7% of all visits to the site-advocacy actions had a conversion rate of 18%-On average, people who visited CARE Package from a social media post clicked on 2.49 pages and spent about a minute and a half on the site -1.36% conversion rate on CARE Package from social media