Digital Impact Mapping: Using Data to Measure Impact. George Weiner Chief Whaler, WholeWhale.com

Transcription

1 Digital Impact Mapping: Using Data to Measure Impact George Weiner Chief Whaler, WholeWhale.com

2 STRATEGY IN A SEA OF WEB DATA

3 Contents Impact Chasm & Chaos Impact Models Google Analytics Analyzing for Answers Case Studies Final Thoughts

4 Who is Whole Whale? We are a digital agency that leverages web data and technology to increase the impact of nonprofits.

5 Digital Impact Chasm

6 We re lost, but at least we re making great time - Leap of Reason

7 Community out of Chaos

8 Chaos & Perspective

9

10 DIGITAL LOGIC MODEL Input: What you invest Output: What you make Outcome: What you expect to happen Content PDF guides Training videos Social Users Downloads Time Watched Poems Short-term Super poets Guides read Long-term Improved literacy

11 ... information consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention - Herbert Simon

12 Good Indicators Specific Measurable Actionable Relevant Time Bound Valid Understandable

13 IMPACT MARKETING FUNNEL

14 Awareness Traffic & Off Platform Impression Goal Teens find PP online Metrics # Site users by source Organic Sessions Video views Social Reach

15 Engagement Goal People interact with PP s content Usage of Site, Poets Social Interaction Metrics Poets Newsletter Time on page +5min Resource engagement Download + video views Social engagements + follows

16 Action Goal Poems created, teachers taking course Metrics Poems & Teachers Poems created Teachers taking training Super Poets (+10 poems/poet)

17 Change Goal Increased youth literacy Metrics Qualitative improvement of super poet s work over time Increased literacy & emotional expression Longterm College rates Prison rates

18 THE METRIC THAT MATTERS (YOUR NORTH STAR) Prioritize the right metric Will it make the boat go faster?

19 Stretch Goal Setting Stretch Goal: Run a marathon (over stretch: Qualify for Olympic marathon) North Star Metric/KPI Healthy miles run/week Possible supporting metrics Food, shoes, miles, type of workout, sleep, water, weather, altitude, VO2 max,.

20 Any more than 3 KPI s is a circus -Peter F. Drucker

21 What to measure?

22 Power Poetry Poets/Poems Literacy improvement Content Visits

23 Donate Life America Organ registry Sentiment around donation

24 Do Something Actions reported Lifelong volunteerism Social engagement Secondary impact Sign-ups

25 Google Analytics

26 What is it? Google.com/analytics Free Web analytics for your website Javascript that lives on every page Every website codebase can handle this Takes less than 30min to install Shows what/where/how/when activities on your website (not so much why)

27 What are users doing?

28 Basics: Users, Sessions, Pageviews Simple WholeWhale.com/Google

29 Basics: Bounces and Exits enter 1 Session, 1 Pageview 1 bounce 1 exit enter 1 Session, 2 Pageviews 1 exit no bounce

30 Goals

31 Digital Goals

32 350k Users Traffic & Acquisition Case Study Power Poetry Grew from 0 to 350,000 teen poets in 4 years with digital strategy, creating the largest teen poetry community in the US. Avg 200k monthly users. July 2016 April 2012

33 When I say go Raise the same hand in the air

34 When I say go Raise your right hand in the air

35 RaiseYourHandQuickly.org

36 Analyzing for Answers

37

38 Gather Data Learn & Act? Ask Questions Insights Analyz e

39 Q: How is organic traffic YoY? Are we growing/flat/declining? Month vs Month last year What % total?

40 Action Set up Google Search Console and connect to GA! Explore keywords that are working or declining Learn more about SEO/Content Marketing (or hire firm)

41 Q: Where is our front door? AKA where are most people landing on our site as their first page? Only 4.6%

42 Action: fix your real front door Focus on site-wide call-to-actions, and strong brand templates that make all pages look great.

43 Q: Which generation likes us? Are we AARP friendly?

44 Segmenting Engagement by Schools Government Press Rich users Target Demo users

45 Using Segments

46 Traffic Case Study National Aphasia Association 9x traffic Aphasia.org has grown through SEO, Google AdWords Grant advertising, content marketing strategies, and a site redesign.

47 Final Thoughts...

48 Data Distribution is key

49 KPI Feedback Loops Which works best? +30%

50 Numbers are people too How do we talk about #s internally? 1. There were 315 newsletter signups during the month of September, an average of 10.5 per day. 2. In September, 10.5 people per DAY told us they care about the cause and want to hear more about our work. 3. During September, 315 people signed up to hear more from us, this should lead to 31 new donors in the next 6 months.

51 Dashboards WholeWhale.com/datastudio/ Wholewhale.com/Google

52 What do the data say? And am I sitting in the right place to see it?

53 WholeWhale.com/University Learn more! Free Code: IMPACT

54 @WholeWhale This presentation will be available at cnmsocal.org/501conference