A presentation to Culture24 to stimulate discussion around how cultural organisations can measure their social media activity. Includes a framework to map outcomes to objectives, understanding influence & sentiment and thoughts on visualising conversation.

1. social media
measurement for
cultural orgs
Culture 24 / July 2010 / Jenni Lloyd

2. http://www.flickr.com/photos/minafresh-amanda/53443429/sizes/l/in/photostream/

3. About NixonMcInnes
social
behaviours
digital tools

4. we help to connect organisations with
the people who matter to them using the
social web
Dedicated team of social specialists; founded in 2000.
Full service consultancy: strategy, research, online PR,
applied technology, social design & community
management.
Thought leaders: instigators of ‘MeasurementCamp’

5. a little bit of social proof :)

6. 1 Creating a measurement framework
Deciding what to measure in social media can be a tricky job. There is
a massive range of things you could measure but it’s important to
make sure that:
• it doesn’t become time-consuming and a barrier to ‘doing’;
• the things you are measuring are meaningful i.e. they relate to
your wider objectives.
Therefore, the key is to carefully choose how you’re going to report on
your success and align it with what your organisation needs to
achieve.

7. Mapping outcomes to objectives
First agree on the objectives your social media activity will contribute towards
Organisational
•Increase visitor numbers by x% by x date
•Increase repeat visits by x% by x date
•Increase school visits by x% by x date
Activity: External Activity: Internal
•Increase brand awareness amongst target
•Protect brand reputation
audiences.
•Build brand loyalty •Turn our employees into advocates
•Turn audiences into advocates
•Reduce the cost of attracting visitors
•Engage with and influence target audiences.
•Increase 'share of voice' against competitors
•Drive visitor numbers / merchandise sales

8. Looking at outcomes: external
Then agree what the outcome of achieving these through social spaces
might be.
Increase brand awareness amongst our target More people finding us online
audiences
Build brand loyalty People actively seeking to stay up-to-date with us
and our work and visiting repeatedly
Turn our audiences into advocates People talking and telling others about us online
Engage with and influence our target audiences People actively engaging with us online
Drive consideration Website conversions referred from social channels
Increased brand searches

9. Looking at outcomes: internal
Protect brand reputation Fewer negative brand mentions online; fast,
comprehensive response to those that do occur
Turn our employees into advocates Trained, empowered staff initiating & responding to
conversations in social spaces
Staff across touchpoints being aware of and
promoting brand presence in social spaces
Staff generating compelling, conversation-worthy
content and sharing it in social spaces
Reduce the cost of sales brand activity supporting paid search to create cost
efficient traffic
improvement in organic rankings

10. What you could measure
List all of the relevant elements of your activity that are measurable –
and the associated metrics. Note – the list of stats you could get is endless, so
focus on the ones that relate directly to your objectives:
Facebook Twitter YouTube
Forums
•Page views •New followers •Channel subscribers
•Page views
•New fans •@replies •Channel views
•Unique visitors
•Likes •Retweets •Total upload views
•Threads
•Comments •Comments on videos
•Replies
•Interactions per week
•Referrals to websites
•Active fans

11. Mapping metrics to outcomes: external
Increase brand awareness amongst More people finding us in social Facebook:
our target audiences spaces •Page views
•YouTube
Search engines
•Increased brand searches
Build brand loyalty People actively seeking to stay up-to- Facebook:
date with us and our work and visiting •Page views/fans/likes/comments
repeatedly
Website
•Increase in repeat visits referred from
social spaces + conversions
Turn our audiences into advocates People talking and telling others about Listening tool
us online •Increased positive mentions
•Increase share of voice
Engage with and influence our People actively engaging with us Facebook interactions/post quality/av.
target audiences online #interactions per post
YouTube comments
Twitter (RTs, @replies)
Drive consideration Website conversions referred from Web analytics
social channels
Increased brand searches SEM report

12. Mapping metrics to outcomes: internal
Protect brand reputation Fewer negative brand mentions
online; fast, comprehensive response
to those that do occur
Turn our employees into advocates Trained, empowered staff initiating &
responding to conversations in social
spaces
Staff across touchpoints being aware
of and promoting brand presence in
social spaces
Staff in resort generating compelling,
conversation-worthy content and
sharing it in social spaces
Reduce the cost of sales brand activity supporting paid search PPC costs
to create cost efficient traffic Number of paid clicks to conversion
Increased brand searches SEM reports

13. Summary
Measuring social media activity shouldn’t be purely tool-based; social
technologies are tools to better help you achieve your objectives.
It’s easy to get lost in the increasing number of stats available, but if we keep
focused on why we’re using them, then maintaining a useful measurement
framework will be much easier.
The objectives and metrics used will need to be scrutinised, amended and
added to over time.
Keeping a monthly log should be frequent enough, any more than this and it
becomes too time consuming.
Before campaigns/events create benchmark reports and evaluate change
after to gauge impact on the objectives.

14. 2 Influence & sentiment

15. 3 Visualising conversation

16. 3 Visualising conversation

17. Thanks for listening :)
twitter.com/jennilloyd
nixonmcinnes.co.uk/people/jenni