Event Recap: How to Measure Success in Social Media

Do you know how to gather the right data to help you achieve your business goals? Are you looking for new ways to measure social media success?

On November 26, Shawna Tregunna, founder of ReSoMe (Relevant Social Media), helped answer these questions and showed attendees how to maximize readily accessible data to measure success in social media activities.

When developing a measurement strategy, it’s important to answer what makes a great metric. Two factors should be considered: what type of measurement is relevant to the success of the business and does the measurement provide actionable insights.

Once you determine how to measure your social media data, next step is figuring out what you have to compare the data to in order for it to be purposeful for the business.

Shawna provided a great model explaining the marketing sales funnel and its customer touch points the buyer journey:

funnel

 

 

 

 

 

 

 

 

 

 

 

 

 

Here are four key metrics to help measure the success of your funnel:

  • Number of opportunities in your funnel and the rate at which you are acquiring these opportunities – or arrival rate.
  • The total possible value of every deal in your funnel or total funnel value.
  • Average amount of time prospects are in the sales funnel until they are acquired.
  • Average percentage of closes that your team effectively navigates through your funnel.

Shawna advises to not make the mistake of front-loading your sales funnel hoping that it will result in more sales. Take the “Groupon effect” as an example. Offering a truck load of special offers or discounts that attracts volume may not be viable if you don’t have a solid grasp on how your business is currently performing. The key is to making sure your prospects are qualified leads and you’re capable of nurturing them through the sales process and maximizing the impact points in which the leads encounter. Impact points represent the impact on the ability of your business to make money. Every impact point has the ability to make or lose money. For example, employees fall under Cost Centre, but by enabling and encouraging employees on social media, this is an opportunity to turn a cost into a profit.

Impact Points

Profit Centre Savings Centre Cost Centre
Acquisitions

Retention

Up-sell

Cross-sell

User-generated content

Referrals

Support Centre

Advertising

Employees

Another method to maximize social media data is integrating with your CRM (customer relationship module). By including customer social media information, you can tie online actions to specific clients within the sales process. Facebook ads also allow you to customize your target audience by email. If your clients email is associated with their Facebook profile, you can create targeted ads and messaging just for clients or prospects.

Shawna capped off the presentation with suggestions for free tools that can help you track and measure:

  • Analytics.twitter.com – shows interests of followers, location and influencers.
  • Klout – good tool to measure influencers. More than 30 or 40 Klout score represents good/notable standing.
  • Riffle – tells you which tools your competition is using, your ratio of posts (new posts, retweets and replies – are you just pushing content or engaging on a regular basis), and top hashtags.
  • Alexa – learn how your website is ranked via traffic, but ensure you understand your business goals to understand purpose of traffic. Can also provide you with competitive analysis. If social media is driving traffic to your website, what’s your activity compared to your competitors?
  • Moz link data – measures the quality of inbound links. For example, when you Google search cars in Ottawa, who ranks first? Google takes linking into consideration when ranking search results. How can social media help influence your ranking? Maximize influencers and audience engagement so they direct traffic to your website.

Click here to view Shawna’s presentation Accessible Metrics that Matter. You can also check out our hashtag feed to read what attendees shared and check out our event photos on Facebook.

Don’t forget to save the date! Our next Girl Geek Dinner Ottawa event will be January 29, 2015 featuring Melanie Coulson about how charitable giving is now hi-tech. Stay tuned for more details!

On behalf of the GGDOttawa Organizing Team, have a safe and happy holiday! 

How to Measure Success in Social Media: Magic of Data

Shawna TregunnaShawna Tregunna is the founder of ReSoMe (Relevant Social Media) a social media centric online marketing agency.  She specializes in community management and engagement outsourcing, content creation and creative design.  Her company’s specialized teams bring brands to life online.

Shawna’s goal is to help businesses and professionals successfully integrate social media into their marketing mix. She widely proclaims that the magic is in the data! She is a firm believer in trends, demographics, statistics and patterns, and with her research team, has developed systems and processes that use the data to find accessible target markets online.

Join us on Wednesday, November 26th as Shawna delves into the magic of data and shows our members how to maximize readily accessible data to measure success in social media activities.

Event details:

When: Wednesday, November 26, 2014

Where: Maxwell’s Bistro (340 Elgin St – upstairs)

Time: Doors open at 5:30 p.m.

Event starts at 6:00 p.m. (including food order)

Event ends at 7:30 p.m.

Cost: $10.00 (does not include meals and drinks)

CLICK HERE to reserve your spot!

Thank you to our sponsor:

nac

 

 

(Re-published) #GGDOttawa presents: Tales & Stories of Search in Canada #SEO2014

Did you know the World Wide Web turned 25 this year? In 1990, Archie (founded by two Canadians) was the first Internet Search Engine to launch and now there are thousands of Search Engines at our disposal. The most popular Search Engine in Canada is Google; also known as Google Canada (or Google.ca). Do you ever wonder what happens behind the Search Box?

Join us on April 24, 2014 for tales & stories about Search in Canada and the technical side of #SEO2014. Attendees are encouraged to bring a laptop, tablet or mobile device to take part in live searching and hands-on application!

Attendees will also learn:

  • What is Search Engine Optimization, really?
  • Why is Canadian Search (SEO) different?
  • How Search Works
  • Demystifying the Search Results
  • Ranking, Clicks & Conversions

About the presenter:

HelenFaber2000X2000Helen Faber (@helenfaber) is the Founder & President (a.k.a. Search Detective) of WebFuel, a Search Results Agency based in Ottawa.

During her career, Helen has worn many hats. Helen is a former Educator, Web Solutions Integrator turned Entrepreneur. She was an early adopter of the Internet (mid 90’s) and on the scene even before Google.

Ten years ago, she founded WebFuel and in 2009, she launched the Ottawa Search & Digital Marketing Meetup. Helen also co-founded iSisters in 2001, a Canadian charity which garnered attention on the front page of the Ottawa Citizen’s Technology section. Currently, she sits on the Algonquin Advertising & Marketing Communication Advisory Board. While she doesn’t really consider herself a geek, her friends & family do.

Event details:

When: Thursday, April 24, 2014

Where: Black Tomato (11 George Street)

Time: Doors open at 5:30 p.m.

Event starts at 6:00 p.m. (including food order)

Event ends at 7:30 p.m.

Cost: $10.00 (does not include meals and drinks)

GGDOttawa Season Social June 25

girl geek dinner ottawa, geekfest, ggdottawa

Calling all Girl Geeks! You’re invited to our Season Social (a.k.a. last event of the season) for a night of fun, food and networking!

Join us for a Geek-fest on Wednesday, June 25 to mix and mingle with your fellow Girl Geeks and past speakers, and take part in some geeky games and activities! Did you miss an event and topic you wanted to learn about? This is a great opportunity to connect again or for the first time with past speakers and learn more about their expertise. Unlike past events, we will provide food instead of ordering individually from the menu. If you register and have dietary restrictions or preferences, please email us at info@girlgeekdinnersottawa.com. And as always, we will have amazing door prizes!

Seats are limited, register now! 

When: Wednesday, June 25, 2014

Where: Maxwell’s Bistro (340 Elgin St.)

Time: Doors open at 5:30 p.m.

Thanks to our door prize sponsors!

nac

cp-logo

NEW DATE! GGD Ottawa presents: SuperSHEroes of Tech, March 19

On Wednesday, March 19, Girl Geek Dinners Ottawa welcomes long-time member Diana Cantú to discuss the SuperSHEroes of Tech! Diana will discuss the unsung ‘sheroes’ of STEM (science, technology, engineering, math) and introduce members to some of history’s women pioneers and leaders.

Diana CantuDiana describes herself as a woman who “works in high-tech and grew up in a world where Linda Lovelace is better known than Ada Lovelace.” By sharing stories and reconquering our history, she feels that women can look forward to a future where we are all just PEOPLE in tech.

Diana is a career technology evangelist, currently responsible for international business development at Newtec, a Belgian satellite broadband infrastructure company. A specialist in the intersection of art, culture, and new technology, her professional background features a mix of tech and the arts including: pioneer satellite broadband networks (for digital broadcasting, IPTV, digital cinema, and distance learning), a 3D technology company in Montreal, running an arts-oriented graphic design practice in NYC, commercial and non-profit art galleries… and even a small opera company.

As an enthusiastic long time social media “netizen”, she is found blogging, Tweeting, networking and hanging out online in a variety of places — cataloged here: www.about.me/dianacantu. Her passions span geek culture, street & graffiti art, travel, hacking (the creative/good kind), languages, food, wine, technology, dance, social media, 3D, social justice, mentoring, all things nerdy, and art.

Event details:

When: Wednesday, March 19, 2014

Where:  Fox and Feather Pub (283 Elgin St., upstairs)

Time: Doors open at 5:30 p.m.

Event starts at 6:00 p.m. (including food order)

Event ends at 7:30 p.m.

Cost: $10.00 (does not include meals and drinks)

CLICK HERE to reserve your spot.

 

Thank you to our door prize sponsors!

nac

canvaspop

January 15 Event: The Internet – Privacy, Identity, Reputation and You!

The internet is more and more a part of our everyday lives. Email, web browsing, location-based services, social media—these are all powerful tools for work and play, but they also offer unprecedented opportunity for abuse. Privacy law and best practices are evolving rapidly. On Wednesday, January 15th, we kick off the new year with privacy scholar Dr. Jennifer Barrigar (@jennbarrigar) as she discusses developments in online privacy — asking (and answering) some thought-provoking questions.

  • Did you know it would take (by recent estimates) 72 days per year to minimally review policy privacies/user agreements the average individual interacts with on an ongoing basis?
  • Do you know when/how/why/whether employers, insurance companies, governments have the right to use information you post on social media against you?
  • Is the “stupid user” to blame when their privacy is violated?

Bring your questions and concerns for a lively Q&A discussion!

Dr. Jennifer BarrigarDr. Jennifer Barrigar (LL.D, University of Ottawa) is a longtime scholar and writer on reputation as a means of surveilling and shaping people’s identities online, as well as the law’s treatment of reputation—online and off.  Dr. Barrigar has lectured and written on these issues for more than a decade, throughout the rapid evolution of social media and increasing online surveillance. For several years she served as Legal Counsel at Canada’s Privacy Commission where she participated in the initial application and interpretation of Canada’s 2001 private sector privacy act (PIPEDA) and international standards for privacy and data protection. She has also taught law courses at the University of Ottawa and Carleton University.  She holds an LL.M.degree from the University of Ottawa, an LL.B. from Dalhousie University, and an Honours B.A. from Carleton University. Learn more about Dr. Barrigar at http://reputableblog.org

 

Event details:

When: Wednesday, January 15th, 2014

Where:  Johnny Farina Restaurant (216 Elgin Street)

Time: Doors open at 5:30 p.m.

Event starts at 6:00 p.m. (including food order)

Event ends at 7:30 p.m.

Cost: $10.00 (does not include meals and drinks)

CLICK HERE to reserve your spot.

 

Thank you to our door prize sponsors!

nac

canvaspop

SugarLandMedia

Event Recap: Data for #MentalHealth, Nov. 20, 2013

1472099_368812726588188_1368693414_nOn November 20th, Girl Geek Dinners Ottawa wrapped up the 2013 season with guest speaker Shelley McKay. Shelley is a strategic consultant who is leading a pilot project that will use social media, analytics and predictive models using keywords and phrases associated with known risk factors, to identify youth suicidal behaviours/ideations at the earliest possible point. Shelley launched this project after her daughter tried to take her own life and subsequently experienced first hand how fractured our health care system is when it comes to youth mental health.

What Shelley is proposing with her pilot project is to utilize existing government monitoring tools to monitor social media channels for our at-risk youth. The program, she explained, can process 85,000 word a minute. A minute!! And it’s able to place context to the key words being processed. Meaning, the program knows the difference between someone saying they are going to “bomb a city” and a comment such as “that show was the bomb!” In the context of monitoring our youth, the program can analyze their mood, track mood trends and language patterns so parents, schools and hospital can take a proactive care approach rather than a reactive one. This is the first goal of the project. The second goal, Shelley explains, is to reduce the pressure on our region’s emergency rooms by proactively identifying youth in crisis and directing them to appropriate treatment.

Now as a marketer, you might be asking how it is possible to monitor people with our current privacy laws. Attendees asked just that. This, of course, is one of the hurdles that Shelley is currently taking on. Partnered with SAS, a leading company in ‘big data’, Shelley and her team are working with our government, schools, hospitals, such as The Royal Ottawa, and health officials to make this project concept a reality.

If you’d like to learn more about Shelley’s project, give her a tweet: @McKayShelley.

775710_369678573168270_1576577884_o

1399294_369677966501664_1114184549_o

1403466_369678233168304_1875503144_o

1462637_369677673168360_1129397541_o

 

Thank you again to our door prize sponsors! 

canvaspop

nac

SugarLandMedia

BBBSO

GGD Ottawa presents: Data for Mental Health – November 20th

Shelley McKayOf the 6.7 million people who have a mental health problem, about one million are children and teenagers between nine and 19 years old. The high cost of treatment and care of teenagers with mental health concerns and the lack of available services is a serious problem in Canada. Emergency room visits often occur when youth are in a crisis state and outcomes for these youth are poor. Suicide is the second leading cause of death among Canadian youth. Suicide is influenced by social media as well as social and environmental factors.

Can social media data serve as an effective early warning system to help prevent such tragedies?

Join us on November 20th as strategic consultant Shelley McKay answers this question as she discusses the pilot project she is leading that will use social media, analytics and predictive models using keywords and phrases associated with known risk factors to identify suicidal behaviours/ideations at the earliest possible point. This project is a first in Canada and the outcome objective of the project is two-fold: proactive rather than reactive support for our youth and reduce the pressure on our region’s emergency rooms by proactively identifying youth in crisis and directing them to appropriate treatment.

Shelley is a strategic consultant living with PTSD, working to integrate mental health into National Health Strategy and to raise funds to deliver more mental health services.  She is a former Canadian National Team athlete and Woman of Distinction Award winner. Through keynote addresses and lobbying, Shelley shares her personal experiences and challenges in an effort to inform the public, media, employers, government and healthcare communities about the urgent need to build a more coordinated national healthcare strategy by including initiatives and strategies to meet the needs of people impacted by mental illness.

Event details:

When: Wednesday, November 20, 2013

Where:  SideDoor (18 York Street) NOTE NEW LOCATION

Time: Doors open at 5:30 p.m.

Event starts at 6:00 p.m. (including food order)

Event ends at 7:30 p.m.

Cost: $10.00 (does not include meals and drinks)

CLICK HERE to reserve your spot for Wednesday, November 20th. We hope to see you!

 

Thank you to our door prize sponsors!

nac

 

canvaspop

SugarLandMedia

BBBSO

GGD Ottawa presents The Maker Movement, October 24

GGD Ottawa is kicking off the 2013-2014 season on Thursday, October 24th, with guest speaker Britta Evans-Fenton from Artengine, as she discusses the rise of the ‘Maker Movement’ and how it harnesses ideas and empowers creative communities.

What IS the Maker Movement? It is BrittaEvansFentonthe ultimate Do it Yourself (DIY) movement! It’s an evolution of millions of people who are starting their own projects, creating their own businesses, making and selling self-made products. Modern technology, such as 3D printing, has made it easier than ever for a single individual to create and distribute items that are customizable and unique without having middlemen like manufacturers.

Britta will delve into the new Maker and Hacker movements, globally and locally here in Ottawa. She’ll discuss how local women and artist organizations (like Ottawa’s Artengine) are creating hackerspaces; as well as how the media and other cities have affected the Ottawa Maker trend. Participants will also get to see a 3D printer in action “making” something and be able to do their own DIY mini-project to take home!

Britta Evans-Fenton is the Technical Coordinator at Artengine, a technology based Artist Run center located in Ottawa. Well known in the Maker Movement of Ottawa, Britta is the host of Modlab, Ottawa’s only hackerspace, and a co-organizer of the Ottawa Mini Maker Faire. By night, she is an emerging electronic artist with works shown in the Ottawa Art Gallery, Gallery 115, Interacess (Toronto) and commissioned for Nuit Blanche Ottawa + Gatineau 2013.

Event details:

When: Thursday, October 24, 2013

Where: Black Tomato (11 George Street)

Time: Doors open at 5:30 p.m.

Event starts at 6:00 p.m. (including food order)

Event ends at 7:30 p.m.

Cost: $10.00 (does not include meals and drinks)

Click here to reserve your spot for Thursday, October 24th. We hope to see you!

Thank you to our door prize sponsors!

industriallogo

 

nac

canvaspop

Event recap: Engineering Meets Personality “Typewatching” with Jennifer Ng Ain Kin

How do you know who to put on what projects and why? Do you often hear you come across too abrupt at meetings or you don’t speak up enough? Or, do you prefer people that are like you or people that are different?

jennifer-compressedOn Wednesday May 29, attendees dug deep into their minds to discover their Myers-Briggs Temperament Indicators (MBTI) and learn how to be aware of their personality traits for better results at work and at home. MBTI(1)

Jennifer Ng Ain Kin, a senior member of the IEEE (Institute of Electrical and Electronics Engineers) and CATA WIT (Women in Technology) Mentor of the Year Award winner, has analyzed and implemented MBTI throughout her career and even uses MBTI when interviewing candidates at her current job.

After learning about MBTI and examples of Jennifer’s personal and work-related situations where personality traits are affected, attendees were given this MBTI questionnaire to help determine their personality traits and learn how they can handle situations effectively and for better results. Attendees then compared their results with those of Star Wars characters.

 

MBTI(3)Complete the questionnaire and click here to see which Star Wars character you’re alike!

Jennifer recommends the following resources:

Type Talk – The 16 Personality Types That Determine How We Live, Love and Work (book)

Type Talk at Work (book)

Please Understand Me II (book)

Gifts Differing – Understanding Personality Type (book)

Unofficial online MBTI Test (website)

The official MBTI site (website)

To view Jennifer’s full presentation, click here. 

MBTI(4)

 

 

 

 

 

 

 

 

 

Thank you to our door prize sponsors!

nac

cp-logo

cboc_bi