Evaluating the Impact of Social Media Gillian Dick 13 th February 2013 #SHCevent

How can we evaluate the effectiveness of social media beyond counting the number of followers or “likes”? Social media efforts and techniques are still evolving and maturing rapidly. Few organisations believe that they have “figured out” social media; demand for, and interest in, measurement is very high. A good measurement foundation begins with a functional consideration of what social media might be used for and can accomplish. Given the diversity of functions, this workshop will look at how enterprise can approach social media measurement.

“There are things we know that we know. There are things that we know we don’t know. But there are also unknown unknowns. There are things we do not know we don’t know.” ~ Donald Rumsfeld

What we will cover… Social Media is here to stay How do we evaluate when we aren’t selling? Starting with the end in mind Features and direct/measurable benefits What will we measure – what does success look like? Analysis - some tools we can use to measure Recent example Time for Questions

Desired outcomes Do you measure? Tunnel vision or 360 degree? What’s the bigger picture? Improve service delivery? Broadcast medium? Many say that they have a social media strategy in place they don’t understand how to measure its results.

It all starts with the outcome! What do we want to achieve? Is it worth my time? What we need to consider....

When you’re not selling, what has a value?

What’s Your Social ROI?

Reputation Content creators Being a contributor – 90% are lurkers Connect with people in a genuine way Investment in your reputation

Risk Reduction It’s about listening Business intelligence Connecting and collaborating More information of up to date core trends

Your Customer Increases frequency of contact Increases knowledge of you Being connected and visible Adds value

Efficiency Twitter can replace expensive telephone time Lighter, faster and cheaper Better research – accessible Finding tools and strategies online

Business Intelligence Up to date news stories, events What are others doing Pro active approach

Brand Association Organisation values A brand/organisation is a promise Being involved positively

PR & Exposure One of major uses Creating a message that goes viral Community pass it on - #hashtags Direct access to news journalists etc

Immediate Revenue Many benefits of social media are not directly generating revenue but will lead to cost savings, efficiency and ultimately revenue benefits

Partners/Suppliers Partner with other authorities Tap into other networks Source new suppliers

Perception Shifting Being involved in a consistent basis You have something to say – must follow to remain informed

Environmental Impact It’s Greener! Less print Reduce need for meetings

Innovation Crowd sourcing – feedback

Educating Much more educated Relevance News comes to us – we don’t search for the news

Staff Capacity Building Learning Educational Up to date

Network Growth Investing the time now will result in an engaged and growing audience long term Makes future communications easier

Political Influence Direct access to key influencers Support for campaigns and initiatives

Opportunity Creation Observing what’s going on Identifying gaps

Job Satisfaction Millennials / Gen Y

Trust Building Level of transparency Contribution Connection Marketing Garner Trust

Community Environment Involved – harnessing Reputation

Making it work for you! The benefits are huge Keep it simple – Pick 3 and measure KPIs Tools exist but are they right for you? Measure and analyse what’s important to you

Be specific For example: We want to reach X number of people, get X number of registrations, reduce telephone enquiries and direct more people to our website etc...

Example – NHS Leeds Tweetathon Campaign (Dec ‘12) Ensure people choose right NHS service at right time – for quicker treatment Tweeting live from A&E - realtime to find out what kind of conditions and injuries have been treated. Follow #tweetwell (national) Weekly competition for #tweetwell RTs Linked to the wider ‘Choose Well’ campaign

Key Facts and Figures 51.4m GP consultations are for minor ailments alone, which would clear up by themselves, or with a little help from an over-the-counter remedy Up to 40,000 GP visits per year are for dandruff; 20,000 go to their local surgery for travel-sickness and 5.2 million with blocked noses Two million people who go to A&E could either self- care or have been treated elsewhere in the community More information: ‘Tweet Well Campaign’Tweet Well Campaign

@NHSLeeds

tweetstats.com Campaign started 9 th December

Keep the end goal in mind! Social media is work Organisations must be mindful of the ongoing commitment Resources and effort should be thoughtfully planned for and deployed to manage the social dialogue with customers actively Set clear objectives and measure! Tools available but human measurement best Test, Measure, Learn and Repeat

Thank You