BarnRaisers


16 social media metrics for ALS Ice Bucket Challenge to watch

Posted on August 31, 2014 by Rob Petersen


The ALS Association (ALSA) — which fights Lou Gehrig’s disease by funding research, supporting people with the condition and fostering government partnerships — this weekend has now collected over $100 million dollars from a viral social media campaign. Over the same period last year, they collected $2.6 million.

A viral social media campaign is a buzzword that refers to a tremendous increase in brand awareness from word of mouth enabled by social networks and the internet.

The Ice Bucket Challenge has its fans and critics. But there’s no denying, for a very worthwhile organization, the ALS Ice Bucket Challenge has generated tremendous awareness and financial success. It is likely to go down in history as one of the most successful viral social media campaigns, ever; and to serve as a model for other non-profits and profit organizations who will attempt to duplicate this level of success for their causes.

Without question, donations and time to results are key metrics to be included as Key Performance Indicators (KPIs). But social media has played a key role. What metrics do we use to make the connection How do we create an actionable scorecard?

Here are 16 social media metrics for the ALS Ice Bucket Challenge to watch.

  1. KEYWORD TRENDS: The chart at the top is from Google Trends. It is an index that measures increases and decreases in keyword search volumes. In this case, “ALS” and the “Ice Bucket Challenge” were plotted. As you can see, increases in “Ice Bucket Challenge” have had a direct affect on interest in the “ALS.”
  2. KEYWORD SEARCH VOLUME: The average monthly keyword search volume for ALS is now 550,000 according the Google Adwords Keyword Planner. Ice Bucket Challenge is 2900 showing how awareness has been transferred..
  3. WEBSITE RANK: The organization’s website, alsa.org, is now ranked as the 648 most viewed website in the US and 4.192 in the world (an improvement in rank of 168,792 within 3 months) according to Alexa. For perspective, the #1 website is Google; #2 is Facebook and #3 is YouTube. This is quite an accomplishment proving the campaign has driven people from social media to the website where they can donate.
  4. WEBSITE LINKS: There are now 3,248 other sites linking and driving web traffic to alsa.org. Among the biggest are YouTube, Yahoo, Wikipedia and Reddit.
  5. WEBSITE ANALYTICS: Although only the ALSA has access to the Google Analytics of their website, Unitque Visitors, Traffics Sources. particularly the social networks, and Key Content (Web Pages) would be primary measurements. Website Analytics are often overlooked as social media metrics when they are often the most valuable.
  6. CONVERSION RATE: Of course, the Donate page would be a key web page from which to track the Conversion Rate about visitors and people who donated. The Conversion Rate should be monitored weekly and measured against the Conversion Rate a year ago.
  7. VIDEOS: Since videos are central to this campaign, YouTube is the first social network to examine. There are 6,000,000 videos of the ALS Ice Bucket Challengea now posted on YouTube.
  8. MOST VIEWED VIDEOS: Among some of the most viewed videos and their numbers are Bill Gates (18,465,237), Simpsons (11,567,782) and a compilation of the Failed Attempts (17,903,561).
  9. VIDEO SUBSCRIBERS: On YouTube, there are two channels dedicated to the ALS Ice Bucket Challenge; one was created by Zoomin and has 34,832 subscribers; the official ALSA channel has only 1,962 subscribers.
  10. YOUTUBE ANALYTICS: ALSA could know from looking at their YouTube Analytics where geographically viewers came from, how long they watched and what type of device (desktop or mobile) they viewed the video.
  11. SENTIMENT ANALYSIS: Since there are fans and critics of the effort, sentiment analysis plays a key role in the evaluation of any viral marketing campaign. According to Social Searcher, the ratio of positive to negative comments has been 3:1 overall. But it differs widely by social network. Facebook is 7:3; Twitter is 2:3 (more negative than positive) and Google+ is 9:1. Another social search engine, Topsy, which is predominantly influenced by Twitter reports a positive to negative ratio of 27% to 73%. This indicated targeted resources are required to manage conversations from a viral social media campaign.
  12. LIKES: The ALS Association Facebook page has 319,000 Likes. It was growing at a triple digit weekly rate. However, after just a few weeks, the rate has slowed and is now beginning to decline. This provides learning on what should be expected as the life cycle of viral social media campaigns.
  13. PEOPLE TALKING ABOUT THIS: Facebook also has a measure called “People Talking About This.” It is an algorithm of people who Like, Comment or Share conversations that are occurring on a particular Facebook page. For the ALS Association, there are over 470,000 People Talking About This for the ALS Association – more than Like the organization. This is rare. According to WOMMA, a normative rate rate of People Talking About This to Likes is 1%. This shows the virility of the campaign.
  14. HASHTAGS: There are numerous hashtags on the Ice Bucket Challenge – such as #ALSIceBucketChallenge, #IceBucketChallenge and #StrikeOutALS. All of which can be measured for Likes, Shares and Comments to show the level of sentiment and engagement for this event.
  15. TWEET VOLUME: Within the past 30 days, according to Topsy, there have been 8.7 million Tweets for the Ice Bucket Challenge. In the past 7 days, the number is 2.4 million Tweets. But, it looks like it’starting to fall. It’s now 160,,000 per day (1.2 million weekly rate) to 6,000 in the last hour (1.0 million weekly rate).
  16. KEY INFLUENCERS: Participants been a key to the success of this campaign. From politicians (George Bush, Barak Obama), business leaders (Mark Zuckerberg) to celebrities (Matt Damon, Charlie Sheen), many people of influence have given their implied endorsement by taking the Ice Bucket challenge. The quantity and quality of these participants are a key metric.

Rutgers Business School Executive Educative, where I teach, has a Social Media Marketing Mini-MBA for Non-Profits. Donna Dourney York, was a participant in the program. Donna has made amazing progress changing the way people perceive ALS.

Do you think these are social media metrics the ALS Association should watch? Did this help you understand how to use metrics to guide success for viral social media campaigns?

3 to “16 social media metrics for ALS Ice Bucket Challenge to watch”

  1. MabelFish says:

    i
    am MABEL FISH, was diagnosed with ALS. i was on
    riluzole just before i came across Dr Andrey email on the internet where
    he cured someone from HPV,i contacted him and told him about
    everything. how i am going through pains but to my greatest surprise,Dr
    Andrey prepare me a cure using natural root and herbs then sent it it
    through the courier service. with just few days of taking it,my
    arms,legs came alive. in two weeks of taking his herbal cure i became
    free from ALS after a medical test.thanks to Dr Andrey for curing me
    from ALS using herbal remedy,kindly email him via;
    drandreyhealingherbalcenter@outlook.com for you to be set free and also
    let the world know about ALS remedy so they could have a reason to leave
    again..for any information email me via; mabelfishuk@gmail.com

  2. SusanOlens says:

    Hi all, Am Susan O. Callister, Am so amazed about the ALS cure help rendered to me by Doctor Bude, i never thought of living a healthy life again because death was what i expected most at a time last year.
    I had been an ALS patient since 2007 and ever since my Husband and children had spent a lot on hospital medication and drugs but all hope was lost in 2010 when my doctor and some few scientists told me that my ALS had no cure. I cried anytime i remember that i might not live to see my children have their own kids because of the pains i had.
    I lost all hope of possible cure until my youngest daughter told me of a Herbal doctor Called 
    Dr. Bude , she told me she came across some comment about the Dr and his healing work. Immediately my Husband and son asked us to email the Dr on the email which was dropped on the internet.
    We emailed the Dr and he got back to us, he encouraged me and told us that he will immediately prepare a herbal healing cure medicine for me which i will take for some couple of days. He required for some few details which i gave to him with the help of my Son. After about 3 days of preparing the medicine Dr Bude sent us the Medicine with instructions on how to take them which i really followed as ordered.
    I was so surprised that Just some few weeks of taking the medicine, i started noticing some changes in my body. i was asked to go for a medical check up by my husband, and so luckily I was ALS Virus Negative. I had to wait for a year to see if the virus will still return back to my body but its been 1 year some months now that i have used the medicine from DR BUDE and am very happy to tell everyone here that am cured of ALS.
    Lou Gehrig’s Disease ( ALS ) is a deadly disease and i wish all that has this virus to get cured as soon as possible with help of Dr Bude Herbal cure medicine. Contact Dr Bude for your own cure of ALS now on Email:
    Dr.bude100@gmail.com and Dr.bude_cure_and_herbal_solution@hotmail.com
    Mrs Susan Olens Callister.

  3. slimcolvin1 says:

    I Am Sheila slim, I want to quickly write on a Powerful herbal cure doctor, who is well known around the world for his cures and help to humanity, This man helped me when i had the Lou Gehrig’s Disease ( ALS ). i and my family tried all possible best some few years back to get a cure for my dying husband who was also an ALS victim, but all our efforts came to nothing on a Friday night when we lost him to death. The same virus came on me some 3 months after the death of my husband, i tried all i could untill i came in contact with DR Camala in 14-6-2014. I went to collect my weekly treatment on the hospital which Dr Camala was invited to inspect some patients, i was upportuned to be inspected by him on his own free will. After the inspection, he gave me his Emails:( dr.camalahivaidscure@yahoo.com ) and his mobile number and ask my eldest son to help me get to him which we really did. We emailed him and he got back to us, in just 3 days of negotiations he sent me some herbal cure medicine and instructed me on how to take them. i remember taken the medicine for just 2 weeks, then i started receiving results. I am happy to say now that for the pass 1 year i have had no symptoms of the sickness and i have been totally and finally cured of ALS with no trace of the virus in my body ( laboratory scan and medical doctors checkup has reveled so) Am so happy and i want to thank Dr Camala for his help on me. i want whoever that is also with this virus to get the quickest and most assured cure immediately through the help of Dr.Camala on
    dr.camalahivaidscure@yahoo.com .
    Thanks
    Sheila



Leave a Reply


  • About

    BarnRaisers builds brands with proven relationship principles and ROI. We are a full service digital marketing agency. Our expertise is strategy, search and data-driven results.



↑ Top