Social Media and Nonprofits: Measurement
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{Free eBook} - A Field Guide to the 4 Types of Content Marketing Metrics

{Free eBook} - A Field Guide to the 4 Types of Content Marketing Metrics | Social Media and Nonprofits: Measurement | Scoop.it
From www.convinceandconvert.com - November 6, 2012 8:16 AM

Curated by Beth Kanter

http://www.bethkanter.org


There four different types of metrics to think about in terms of your content strategy:


Consumption Metrics
Sharing Metrics

Lead Generation Metrics

Sales Metrics


 This is an important reminder that a content strategy is not just about publishing, it is about getting to action.     Content helps achieve results! 


Consumption Metrics:  How many people viewed, downloaded, or listened to this piece of content?


Consumption helps you measure brand awareness and website traffic.   But, the e-book warns, don't stop here - ask the "to what end question."     Are you getting people to go from simply consuming to engaging?


The next level of engagement is whether your audience is sharing your content.   This is "resonance" -- if the topic is important to your audience they will be more likely to share with their networks.    The metrics include likes, shares, retweets, forwards, and inbound links.


The e-book identifies some tactics to boost sharing - from using sharing buttons to enhancing "social proofing."    Good quality content is worth sharing - is your content shareable?


The next category of metrics or action is "lead generation."   How often does content consumption result in some one giving you their contact information?    The metrics include form completions, downloads, email subscriptions blog subscriptions, blog comments, and conversion rates.    


These metrics are preludes to donations .. and can help you cultivate those people who opt into sharing their contact information.     But in order to best understand conversions, you need to use custom urls and landing pages and a tool like Google Analytics.   (Kevin Conroy from Global Giving provides some simple how tos in this post: http://www.bethkanter.org/sowhat/ )


The last category is sales metrics or in the case of nonprofits, donations.   Did we see income from this content?  Did someone make a donation, purchase a ticket, or provide support? 


In this category you have, online donations,  offline donations, and manual reporting and anecdotes.  The e-book also reminds not to forget metrics around customer or donor retention.


The book also offers some simple formulas for measuring the ROI of Content marketing.


The final advice: 

Content is the means, not the ends.  Frame your motivation with that in mind.    The goal isn't to be good at content, the goal is to get results."


Good infographic here: https://www.facebook.com/photo.php?fbid=10152178913420408&set=a.10150148714310408.395031.212577490407&type=1



10/10

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Rescooped by Beth Kanter from Just Story It
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We Need Social Producers: Catalysts for Conversations, Info & ROI

We Need Social Producers: Catalysts for Conversations, Info & ROI | Social Media and Nonprofits: Measurement | Scoop.it
From www.briansolis.com - October 22, 2012 12:00 PM

This piece came to me from my fellow curator Jan Gordon. She is an EXCELLENT curator and if you follow her curation it will help your business a lot.

What I really like about this piece is its basic question -- are you sharing your biz stories for messaging or for engagement? These are two very different activities and will generate different results for your business.

Read Jan's excellent review below, read Brian Solis' article, and start shifting your storytelling so you can achieve better business results!


This wonderful piece was written by Brian Solis and as always, he captured the essence of what's needed to move your content to the next level, where your audience becomes an active participant. This is where relationships and communities are built, brand advocates, word of mouth and commerce follows if this is done right.


Here's what caught my attention:


Social Producers are the new storytellers


**To thrive in social, mobile and new media in general, we need much more than content producers, we need a new breed of designers that grasp the elements of online sharing and have mastered the ART of social media


**They know how to  trigger desirable (and social) actions, reactions and transactions


**A new genre of social producers are taking aim at developing content strategies that are not only consumable, they're shareable, actionable and act as catalysts or sparks for relevant conversations.


**These social producers are in fact masters of their domains and understand the culture and the laws of information commerce within each


The difference between Social Producers and traditional content creators is they begin with social outcomes


**they understand the relationship between cause and effect and they bake-in conversation starters related to an integrated and business-focused strategy


**Social producers think about the overall experience and the effect where a social object is at the center of the dialogue and interaction they envision....within each network


**The overall story and outcome defines the nature of the social object.


Takeaway


**Beyond shareability, the social producers also think about resonance. Conversations on social networks move quickly.


**What was trending an hour ago gives way to  the next social object that captures everyone's attention until that too is replaced by the next shiny object and so on.


**Resonance is a technique that allows a social object to enjoy a greater lifespan and continue to swim upstream while other content strategies wash away in real-time.


**As you think about your content strategy for social networks, do so from the perspective of a social producer.


**While the social effect is certainly a goal, the social effect is also the result of social design.


**In the end, people are going to talk, so give them something to talk about!


Curated by Jan Gordon covering, "Curation, Social Business and Beyond"


Read full article here: [http://bit.ly/Qvxa6J]


Via janlgordon, Karen Dietz
janlgordon's comment, September 25, 2012 11:10 AM
Marty, I loved your insights and comments, right on the money - this is indeed one of those articles that ignites that spark in me and I can see in you as well - taking static content and moving it to the next level. Thank you for your kind words and wisdom as well.
Martin (Marty) Smith's comment, September 25, 2012 12:05 PM
Thanks Jan. I think your notes are more valuable than the article and this is NOT the first time that has been true :). Certainly the article by itself isn't as powerful as article + your note, so the very definition of the benefit of content curation - content becomes more valuable with each touch :). M
Josette Williams's comment, October 1, 2012 4:14 PM
Really happy you like this article Gust.
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