Description for the talk I gave: You’ve got a Facebook page, a Twitter account and a blog on your website. Great, but what are these emerging communication channels really doing for your organization? Are they enabling you to increase your email list size, recruit volunteers or acquire new donors? How are you measuring the value of your social media activity. Taking lessons from web-centric campaigns like Save the Great Bear, TckTckTck and TheBigWild.org, this session will provide practical solutions to the thorny problem of measuring results on the social web.

1. Measuring Social
Media Success

2. Introduction
@dbarefoot
#ncwk

5. Questions for you

6. Ten rules

7. Set quantifiable
objectives

8. If it doesn’t have a
needle, it doesn’t count

9. Beware of creatively-
named metrics

10. Measure everything

11. All visitors are not equal

12. Automate

13. Be clinical

14. Iterate
rapidly

15. Fail fast

16. Your cat doesn’t care
if you bury it

17. People
Objectives
Strategy
Technology

18. Identify business objective
Find online indicators of success
Measure performance of indicators

19. Business Objectives
• Donations
• Service delivery
• Outreach
• Volunteer roster
• Public profile
• Board members
• What else?

20. What are the
indicators?
• Donations - online donations
• Service delivery - online questions and
request
• Outreach - conversion rates
• Volunteer roster - online requests
• Public profile - online mentions or
incoming links
• Board members - online inquiries

21. Donations
Dollars raised or number of donors
through social media channels
Track through analytics and donation tools

22. Volunteer inquiries
Number of inquiries per month through social
media channels and/or ‘conversion rate’
Manually count the number of requests to
volunteer

23. Outreach
Petition signatures that
originate in social media channels
Track through analytics

24. Questions for each
other

25. Our Tools

26. Google Analytics +
Scout Labs +
NetVibes

27. Demonstrate support for
protecting wild spaces
Petition signatures
Goal tracking in Google Analytics

31. Conversion Rates
30.0
22.09
22.5
15.0
7.5 4.45 5.54
3.52
2.53
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32. Online Mentions

34. Questions for me?

35. darren@capulet.com
@dbarefoot
Photos courtesy of the
Library of Congress