MODULE 8

HOW TO SETUP AND MONITOR

INDICATORS OF SUCCESS
GOALS OF THIS TRAINING

After this training, you should have a

strong understanding of:

1 Why evaluation is important

2 How to set up monthly metrics

3 How to optimize content based on data

4 How to know you’re winning

WHY BOTHER MEASURING?

Data provides discipline to your strategy

Prove what works and what doesn’t

Freedom to fail
 TWO TYPES OF MEASUREMENT

Capacity Metrics:
1 the size and reach of our movement
• Ex: Twitter follower number
• Potential Energy

Mobilization Metrics:
2 activity completed to influence campaign
objective
• Ex: Tweets generated @ a decision-maker
• Kinetic Energy
Capacity Metrics:
Monthly snapshot
 WHAT DO THESE NUMBERS MEAN?
NUMBER OF FOLLOWERS
Number of followers will rise
sharply when you are promoting
your page via a paid campaign or
one that is driven by influencers.
If and when growth becomes
slow, it signals the end of a
“follow” campaign. It does not
mean you are doing badly.
Decide what the goal of your
page is and then either continue
to promote for more followers or
measure other indicators of
success.
WHAT DO I DO WITH THEM?
REACH/IMPRESSIONS
Impressions tells you how many people
are “seeing” your content. Seeing is used
broadly and means simply how many
monitors your content is reaching. If your
reach goes down, it means that your
targeting is off or your content is not
optimized. E.g.: Facebook and Twitter
both work better with images rather than
text heavy content. You can increase your
reach by optimizing for better content,
posted at the right time and targeting the
right audience. You can also increase
reach by running paid ad campaigns.
ENGAGEMENT IS EVERYTHING.
You may have a small but engaged
audience and that will ensure that your
content is getting noticed by the right
people. If your engagement rate is low, it
means your content is not optimized, likely
text heavy and reaching a disengaged
audience. If you are creating compelling
content and posting it at the right time, to the
right people, your engagement rate will be
high. If you reach a very large number of
people but engage very few that means your
content format and text need to be changed
to compel people to react. Sometimes, all it
takes is a Call To action, E.g.: If you support
higher taxes on tobacco products “Like” Or
 MONTHLY CAPACITY
METRICS

The data you collect through

your individual social media
accounts should be filled into
this sheet to keep track of how
you are doing month to month.
The Monthly Metrics worksheet
is the exercise for this module.
TWITTER ANALYTICS
FACEBOOK INSIGHTS
MOBILIZATION METRICS
 CRITERIA TO SET MOBILIZATION
METRICS

1 Do we have past experience? 4 Is there a coalition

target?

Do we have direct intelligence Do we know the scope of

2 from decision-makers? 5 what is achievable?

Do we have relevant case Do we know what the

3 studies to benchmark? 6
opposition is doing?
 EXPERIENCE DRIVES NEW INSIGHT
OBJECTIVE
• Pressure Ministry of
Health to introduce bill to
Federal Executive
Council
TACTIC
• Deliver 5,000 grassroots
petition signatures in
upcoming MOH closed door
meeting
RESULT
• 5,432 petition signatures
OUTCOME
• MOH introduces bill.
• MOH cites petition
signatures as helpful in FEC
negotiation
NEW INSIGHT
• MOH in Nigeria susceptible to
online grassroots pressure
• Novelty of tactic indicates 5000
an adequate goal
GOAL REFINEMENT
• Keep online petition a focus in
national assembly vote phase,
set goal in 5-10K range.
WHAT IF IT’S NOT WORKING?

After six months to a year, what if it’s

not working?

Is it not working because:

1 The execution wasn’t there -- didn’t hit petition

goals, follower and engagement growth, etc?
Do you need more resources, such as more staff time
or advertising budget?

Was the strategy wrong?

2 Did you hit all of your numbers and realize it didn’t create the
desired outcome? Then you may have new insights and need
to refine your goals!
EXERCISE: FILL OUT MONTHLY METRICS
NEXT STEPS TRACK 1: MODULES STATUS
0: IS YOUR ORGANIZATION DIGITAL READY?
You have now
completed MODULE 8 1: HOW TO USE DIGITAL TO WIN YOUR CAMPAIGN
of 12 of Track 1. 2: HOW TO DESIGN A DIGITAL CAMPAIGN

You can move on to 3: HOW TO CREATE A POWER MAP FOR YOUR CAMPAIGN
Module 9 or go back 4: HOW TO CREATE A MESSAGING FRAMEWORK FOR YOUR CAMPAIGN
and finish any modules
you have not yet 5: HOW TO MANAGE CONTENT & COMMUNITY ONLINE
completed. 6: HOW TO CREATE & USE A FACEBOOK PAGE

Module 0 is 7: HOW TO CREATE & USE A TWITTER ACCOUNT

compulsory. 8: HOW TO SET UP AND MONITOR INDICATORS OF SUCCESS COMPLETE
9: HOW TO USE FACEBOOK INSIGHTS
Use this table to
navigate through the 10: HOW TO USE TWITTER ANALYTICS
remaining Track 1 11: HOW TO USE DIGITAL TO SUPPORT YOUR LOBBYING EFFORTS
modules:
12: HOW TO SUPPORT IMPLEMENTATION OF POLICIES WITH DIGITAL
THANK

YOU