Knowing what data matters, and what doesn't, is critical to creating your own social media metrics tracking system. This presentation reviews the basics of Google Analytics, Facebook Insights, and YouTube Insights, and the data you need to track in order to know what your online community wants, develop engaging content, support the community, and meet your goals. The presentation also includes references to several DIY social media metrics dashboards you can use in your business.
3. Today’s Working Agenda
• Overview: Defining specific goals
• A tour of important analytics: Facebook,
YouTube, Google Insights
• Key metrics for Facebook, YouTube, and
Google Analytics
• Setting up your own metrics dashboards
4. Who’s in the Room?
• Introduce yourself: name, type of business,
what social media channels you use
• How would measurement change what you
are doing with social media?
8. Define
your goals
Develop
content and
data points
Post to
social media
channels
What
content
engages?
What
content
does not
engage?
Measure
key data
points
against
goals
Optimize that
content!
9. Identify Communications Goals
What are your “aspirational organizational” goals?
What should your communications accomplish?
How could communications also accomplish
internal, segmented, or audience-specific goals?
Are they SMART goals?
11. 1. 10 new purchase inquiries from new geographic
areas (NYC, Hartford) a month
Google Analytics: referral visits to website from
social media channels, form completions
2. 10% higher enrollment by Dec. 31 and Feb. 1 than
prior year
Measure success of social media campaign, GA
referral visits from social media to registration
3. Increased engagement from existing network
Deeper engagement on social media channels, test
success of social media campaign, referral
mentioned at purchase, GA referral visits to
registration site
Measurement:
Measurement:
Measurement:
Some SMART Communication Goals
12. Share Pair Exercise
1. What are your aspirational goals?
2. Develop two SMART social media goals.*
*Remember that SMART goals:
• Include a target number or percentage
• Are time-specific
• Are realistic!
15. 2. Is social content sending people to where I want them to go?
*view in Google Analytics
3. What content do social fans care about? And why?
*view in Google Analytics
*view in Facebook Insights
*view in YouTube Insights
*view in bit.ly clicks and RTs
1. Are my social activities referring visitors to the site?
*view in Google Analytics
4. Who are my biggest fans…and what do I know about them?
*Crowdbooster (Twitter, paid), FB posts, YouTube Insights
Four Key Questions To Ask
(and the tools to get you there)
16. In the end, it’s all about
content & engagement
17. Facebook Page* Insights:
A Tour
6 metrics you want to keep your eye on
*only Pages have Insights, Facebook Groups do not
18. 6 Key Facebook Insights
Content: reach, engagement
Receptivity: Reach & core audience
Traffic Sources: How are they finding you?
Engagement: PTAT is interaction
Likes: where they are coming from
Demographics: Likes and PTAT
37. 6 Key YouTube Insights
Views: filter by video, top videos, time watched
Subscribers
Shares: Which videos are compelling
Discovery Playback Locations: where viewers
are coming from
Traffic: Analyze traffic by video (no screenshots)
Demographics: Overall and by specific video
38. YouTube is Equal to Google
Search
• 95% of Americans use Google Search
• 95% of Americans use YouTube Search
• 46.8% browse YouTube several times daily
http://www.brafton.com/news/95-percent-of-consumers-use-google-search-youtube-to-find-relevant-web-
content
50. 6 Key Google Analytics Metrics
Visitors: Overall
Content: what resonates
Traffic: Where are they going?
Time on site: bounce rate, time by referral
source
Referral sources: is social media working??
Are they doing what we want them to do?
51. Google Analytics is Free
BUT
Employee Time Is Not
51
…invest in training or external
guidance!
64. This Is Just the Beginning!
Geography/Language Targeting
AdWords
Real-time statistics
Benchmarking
Google Traffic Alerts
In-page analytics
…and so much more!
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65. Putting It All Together:
DIY Dashboards
Pay attention to what really matters
80. Wrapping Up: Where to Start
Know what you want to know before digging into the
data
Be a data nerd: tracking is learning
Plan to have integrated tools
Demystify “data” for your company
FREE is not FREE - invest in training or get help!!!!
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82. Facebook Insights Resources
• Customizable online metrics tracking spreadsheet for you to use
and share: http://bit.ly/SMARTgoaltracking
• Facebook page insights, explained:
ads.ak.facebook.com/ads/creative/insights/page-insights-guide.pdf
• Applying social metrics framework to the new Facebook Insights, from
Beth Kanter: http://www.bethkanter.org/best-metrics/
• How to use the new Facebook insights (video tutorial), from John
Haydon: http://www.johnhaydon.com/2011/10/how-use-facebook-
insights-video-tutorial/
• Using Facebook to Meet Your Mission, Idealware report:
http://idealware.org/facebook_survey
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83. Web Analytics Resources
• Brian Clifton, “Advanced Web Metrics with Google Analytics”
• Eric Petersen, “Web Analytics Demystified”
• Jim Sterne, “Web Metrics”
• Analysis Exchange (pairs web analytics peeps and NPOs for FREE):
http://www.webanalyticsdemystified.com/ae/ae-business.asp
• Frogloop Blog Post: http://www.frogloop.com/care2blog/2008/10/13/using-
google-analytics-to-track-a-nonprofit-website-part-1.html
• Google Analytics Help:
http://www.google.com/support/analyticshelp
• Google Analytics Getting Started:
http://www.google.com/analytics/discover_analytics.html
• Google Analytics Blog: http://analytics.blogspot.com
• LunaMetrics:
http://www.lunametrics.com/google-analytics-training/
• eMetrics Marketing: http://www.emetrics.org
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84. Resources via Scoop.it
• Engagement metrics: http://www.scoop.it/t/engagement-metrics
• http://www.scoop.it/t/social-media-and-nonprofits-measurement
• YouTube tips and tutorials: http://www.scoop.it/t/youtube-tips-and-
tutorials
• Facebook best practices and research:
http://www.scoop.it/t/facebook-best-practices-and-research
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85. I’m always available to answer
follow-up questions!
Email: debra@communityorganizer20.com
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linked.com/in/debraaskanase
Twitter: @askDebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977
A is the org goals. B is what the audience is interested in (or their goals, needs, etc.) What's in the middle is generally where THE conversation topic is going to be.