Measure Your Marketing

Transcription

1 Measure Your Marketing Web and Social Analytics for Nonprofit For-Purpose Organizations Tyler Brooks Analytive // Associate at Third Sector Enterprises tyler@analytive.com Get the slides at: analytive.com/estes

2 Would you tell me, please, which way I ought to go from here? asked Alice. That depends a good deal on where you want to get to, said I don't much care the Cat. where, said Alice. Then it doesn t matter which way you go, said the Cat.

3 Good ROI (Return on Investment)

4 Good marketing is an investment. It only becomes an expense when you don t get a return (or you don t know what that return is).

5 Who I am? Tyler Brooks - Quantitative Growth Strategist Founder // Analytive Associate at Third Sector Enterprises MBA and BA in Entrepreneurship Google Analytics and Adwords Certified tyler@analytive.com Cell:

6 Who are you?

7 Assumptions You have an overarching strategic goal for your organization. You do marketing! You care about building a following.

8 Why measure?

9 If you can t measure it, you can t manage it. - Peter Drucker

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16 $60 Million Dollar Increase

17 Part 1: Web Marketing and Analytics

18 Define Web Analytics (1) the analysis of qualitative and quantitative data from your website and the competition, (2) to drive a continual improvement of the online experience that your customers, and potential customers have, (3) which translates into your desired outcomes (online and offline).

19 What Web Analytics Can Tell Us About the audience Location Age Type of device Interests Their behavior Pages visited Time on page Conversions How they got here Source Medium Ad/Post

20 Measurement Model Source:

21 Measurement Model Who do you need? Someone who understands business objectives/strategies Someone who understands analytics Someone with technical skills

22 5 Step Measurement Planning Document organizational objectives Identify strategies and tactics Choose KPIs (key performance indicators) Choose segments Choose targets (goals/outcomes)

23 Step 1: Document Organizational Objectives Examples Increase fundraising by 30% Let 10,000 people know about our mission Sell all seats at fundraising banquet

24 Step 2: Identify Strategies and Tactics Examples Increase response in giving Creating landing page to promote event/mission Drive donations through social media

25 Step 3: Choose KPIs Examples signups Unique visitors to website Sale of tables/seats at event

26 Step 4: Segments Examples Large givers ($1,000) Socially engaged followers New signups Never attended an event

27 Step 5: Choose Target Outcomes Examples 2,000 new signups Increase value per user Drive 10,000 unique visitors to our website Sell 50% of banquet tables through digital channels

28 Micro and Macro Conversions

29 Macro Make a purchase Visit a store/location Sign up to volunteer Download a coupon Make a donation Micro Sign up for an list Engage on social media Watch a video Download a whitepaper

30 Macro Make a purchase Visit a store/location Sign up to volunteer Download a coupon Make a donation Your analytics should track these!!!!!! Micro Sign up for an list Engage on social media Watch a video Download a whitepaper

31 Web Analytics Tools Wordpress Jetpack KissMetrics Mixpanel Optimizely CrazyEgg Google Analytics!! <- Start here

32 What are we trying to determine?

33 Where users coming from? What do they do on the site? How do we build a digital relationship? Website Search Sign-Ups Ads Donation Social Media Volunteer

34 0-Day 30-Days 60-Days

35 0-Day - Setup Ask What do we want to accomplish? Create a Measurement Model (what do we want to track?) Implement Tracking Install tracking codes Setup goal tracking!!!! Customize codes Tag links Create Dashboards Focus on areas you are currently investing marketing time/money

36 30-Days - Tweak Review first month of data Look for anomalies in tracking data (may mean errors in setup) Seek to understand user behavior

37 60-Days - Analyze More time and resources should be spent analyzing data than collecting data Look for anomalies in tracking data (may mean errors in setup) Seek to understand user behavior

38 Let s Analyze a Website: Pencils of Promise

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45 So What Should PoP Measure? Goals: Signups Donations Sources: Where is the traffic coming from? Search Referral Social

46 Part 2: Social Media Analytics

47 Social Media is fundamentally a social medium, not a transactional medium.

48 Non-profits: Tell your story and show the difference you are making.

49 Why do we do social media? Good reasons: Tell your story Spark conversation Engage with others Get permission to market Not so good reasons: Ask for money Talk about YOU

50 So what do we measure?

51 Conversation Rate # of Comments or Replies per Post

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53 Amplification Rate # of shares/retweets per post

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55 Applause Rate # of likes/favorites per post

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57 Economic Value Sum of Short and Long Term Revenue & Cost Savings

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60 Tools: True Social Metrics Hootsuite Buffer This one tracks applause, amplification, and conversation rates.

61 Want to Work Together? Want the Slides? Analytive Tyler Brooks analytive.com/estes/ Image Credit: male user by Indygo from the Noun Project Smartphone by Michael Bundscherer from the Noun Project Arrow Circle by Aaron K. Kim from the Noun Project

62 Further Reading