Embed Size (px)
Citation preview
Using metrics to drive your social media strategy
Introducing @AkronChildrens team:• Andrea Joliet
Director of Corporate [email protected]@AndreaJoliet
• Jim ArnoldManager, Web Analytics [email protected]@JimArnold
• Leslee FetterhoffSenior PR & Marketing [email protected]
#SMstrategy
Define goals
• Build brand awareness brand awareness• EducateEducate patient families and staff• Improve patient satisfaction and patient satisfaction and
loyaltyloyalty• Enhance r recruitmentecruitment• Boost fundraising fundraising • Build social communitiessocial communities• Drive traffic Drive traffic to blogs and website
#SMstrategy
Determine resources
• Internal vs. External– Content creation
• Who will create the content?• What resources are available for different
types of content (blog stories, videos, photos, etc.)?
– Monitoring and responding• Who will monitor the channels?• Who will respond to comments?
– Budget
#SMstrategy
Choose your channels
1,474 Followers
1.25 Million Views
27,000+ Likes
8,287 Followers
#SMstrategy
@AkronChildrens top social media channels
Monthly: 13k Visits, 21k Page Views
Framework for effective social media strategy
Listen
Lead
PARTICIPATE
Monitoring and response processMeasure/benchmark share of voice and engagementUnderstand key drivers of discussionIdentify top-tier influencersUnearth short-term opportunities for engagement
Build social communityIdentify channels to create conversationDefine processes for participatingIdentify and train social media brand ambassadors
Drive social media conversationsCreate relevant and timely contentEngage with social community – encourage interaction and respond to commentsLeverage social media ambassadors
Social media research toolsFree tools Paid tools
#SMstrategy
Measure what matters
#SMstrategy
Growth and engagement metrics
#SMstrategy
Facebook growth
#SMstrategy
Facebook engagement rate
#SMstrategy
23.6%
3.8% 3.6% 3.1%
Twitter growth
#SMstrategy
Twitter share of voice
#SMstrategy
10% 11%
June 2015
Instagram growth
#SMstrategy
244
1,061
1,511
Content strategy metrics
#SMstrategy
Is our content as shareable as our competitors?
#SMstrategy
TwitterDellavedova & Jackie
28 tweets | 66,473 views | 7,066 engagements | 279 retweets
#SMstrategy
125 likes6 comments
150 likes5 comments
113 likes
#princessforaday(top hashtag for month of July)
Which content types are driving the most
engagement?
#SMstrategy
Which content types are driving the most
engagement?
#SMstrategy
16%19%
28%
35%
Source: Twitter blog (2014)
Best day/time combinations to reach social audience
#SMstrategy
Facebook Post Times
Audience quality metrics
#SMstrategy
Blog referrers
#SMstrategy
• 82% visit once a month• 7% visit twice a month
Blog traffic
48,894
104,442
78,838
163,735
208,985
178,763 177,838
139,305
#SMstrategy
Facebook audience
#SMstrategy
Twitter followers
#SMstrategy Source: StatusPeople
Twitter analysis
On average:
• 16% of the “good” Twitter followers see a tweet
• Tweets generate 616 impressions and 21 engagements and 1 retweet
• 49% tweets have 0 retweets
#SMstrategy *Analysis of 923 tweets
Top 10 Facebook posts
#SMstrategy
10. Lace Up for childhood cancer
Reach: 84.7k
Likes: 1.2k
Comments: 92
Shares: 240
Engagement rate: 14.52%
9. Cancer patient meets LeBron James
Reach: 94.3k
Likes: 3.2k
Comments: 86
Shares: 180
Engagement rate: 12.57%
8. Columbiana Co. Sheriff’s Office delivers toys to patients
Reach: 102.7k
Likes: 3.3k
Comments: 124
Shares: 265
Engagement Rate: 18.44%
7. Classical pianist fights cancer one key at a time
Reach: 151.9k
Likes: 5.1k
Comments: 988
Shares: 1k
Engagement Rate: 11.9%
6. Mono mono twins
Reach: 154.3k
Likes: 2.6k
Comments: 104
Shares: 236
Engagement Rate: 13.45%
2. Santa and Mrs. Claus visit patients
Reach: 173.7k
Likes: 6k
Comments: 252
Shares: 380
Engagement Rate: 17.97%
4. Angel gowns
Reach: 189.1k
Likes: 6k
Comments: 908
Shares: 968
Engagement Rate: 10.95%
3. Facts about Ebola
Reach: 270.6k
Likes: 4.4k
Comments: 1.4k
Shares: 2.7k
Engagement Rate: 9.34%
2. Baby Davis
Reach: 298.9k
Likes: 11.8k
Comments: 380
Shares: 268
Engagement Rate: 12.79%
1. Delly inspires cancer patient
Reach: 622.8k
Likes: 19.1k
Comments: 656
Shares: 2.2k
Engagement Rate: 8.25%
Questions?
Follow @AkronChildrens
#SMstrategy
