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1 TRACK TODAY, METRICS TOMORROW: THE KEY TO BETTER MARKETING PLANS Katharine Coles Why you ll love this topic! Lots of information to help your decision making Tools easily available and free Like hiring a marketing research firm!!! 1

2 Why nonprofits fail Wasting or not using resources Google Grants free analytics Not sticking with marketing initiatives You need touch points to get action! Not testing and tracking Budget (slow but steady) We ll cover: How to set up a basic set of reports using just the most relevant info Relating the reports to marketing strategies What you can get in the free tools Questions What we don t cover: Which advanced tools to use there are many! 2

3 Twitter: REPORT Home (overview) Importance of Retweets, Mentions and who makes them 3

4 Additional reach! Basics To Track in Twitter Stats: Follower Numbers and % Growth* Avg. New Followers* Tweet Impressions* Profile Visits* Clicks* Engagement* ReTweets* Favorites* Replies* Mentions** (may get more detailed info from other tools) Top Tweet Topics by Impressions* Top Topics by Clicks** (need to get from other tools) Top ReTweet Topics** (need to get from other tools) Top Mention Topics** (Twitter provides one; need to get from other tools) Influencer/Mentioned Analysis** (need to get the influencers from other tools) Follower Demographics* Lifestyle* Consumer Behavior* Mobile Footprint* 4

5 Analytics: Home (month-to-month) - Tweet impressions (# times users saw tweet)(followers >, impressions >) - Profile visits (factor of new followers) - Mentions (impacts impressions) Analytics: Tweets (select time period) 5

6 Clicks -Indicates interest in some of the topic areas being posted -Twitter MORE focused on impressions, but this measures the headline Engagement Rate - Content posted on Twitter should be more engaging to the audience - Audience needs to be further defined/accurate 6

7 ReTweets Top Topics by ReTweets 7

8 Top Mention Topics Top Influencers/Mentioned Analysis Valuable Info About Audience 8

9 Followers: target 10% growth Followers (90 days) July added 59 followers. Grew approximately 9.75% Avg. new followers: 2 per day 9

10 Marketing/Fundraising Strategies Top priority traffic or conversions? What does the drop in tweet impressions mean? Seasonal Content not connecting Connection: Do you have the right audience? Are they connecting with your content? Do you have enough touch points? collection Social media each serves a purpose Twitter Facebook G+ LinkedIn Blog Ads: print, online banners, Google Grants 10

11 Get Valuable Marketing Research! 11

12 Gender Education Household Income Net Worth Occupation County Home Ownership Home Value Region Marital Status Demographics Include: LifeStyle: Do your topics & their interests match? 12

13 Consumer Behavior: What kind of brands do they like? Mobile Footprint: Do you have mobile presence? 13

14 Marketing/Fundraising Strategies Determine if they are in line with what should be your target market. Use them to determine how to better match content to your audience. Call-To-Action (CTA) REPORT Snip.ly Secret to Successful Marketing Strategy! Why? (traffic vs. conversions) List and Measure CTAs whenever possible Snip.ly Landing pages Become at expert at knowing what will get people to click 14

15 A common problem: Doesn t work! 23 Clicks, 0 Conversions 310 Clicks, 35 Conversions Workforce Innovation & Opportunity Act 15

16 Top Topics by Clicks (Twitter doesn t provide) Google Grant REPORT Clickthrough rate (CTR): Measures how often people click your ad after it's shown to them Average Position: Shows the current placement of your ad on the page Total dollars "spent : how much your Google Grant has given you Popularity of ads 16

17 It s not what is important to YOU! Month 1 to Month 2 CTR: 1.18 to 1.55 (avg. is 2) Avg. Position: 5.3 to 4.9 $: $5, to $10, Clicks (to website): 3,279 to 6,469 Impressions: 277k to 418k Conversions: track them! 17

18 Why it doesn t work Avg. nonprofit gets $300 in free advertising Remember and use: The Secret to Successful Marketing & Fundraising Hash Tag REPORT HashTagify.me Studies show that using hashtags in a tweet boosts the chances of it being retweeted, favorited, clicked on, or answered; the increase is consistently measured between +50% and +100%. Do USE in Twitter, G+, Instagram Do NOT use hashtags in LinkedIn or Facebook Do SEO first 18

19 What s the strategy? Constituents can find topics (use most popular hashtags; not what YOU think is important) Organizations can track performance of campaigns (fundraising!!) (create your own unique hashtags) Green. Yellow. Red. Green : relevant; high score Yellow : limited relevancy and/or a low score Red: little or no relevancy and/or a low score 19

20 Google Analytics: Understanding Website Traffic Users: how many people coming to site Pages/Session: are they looking at anything? Avg Duration: how long they stay on your site Track To Be Sure Traffic Growing 20

21 Returning vs. New Visitors Users: how many people coming to site Pages/Session: are they looking at anything? Avg Duration: how long they stay on your site Women Give More to Charity Important shift in giving: Young single women that are NOT religiously affiliated (Jews not included) (study from Indiana University School of Philanthropy)

22 Demographics: Age, Gender, Country, Region, Lifestyle, Mobile Age: (new!) 2/3 in demographic Gender: more men what is your objective (donations or constituents) Not sure where to start? Biz Card or Text google proof to for FREE CONSULT! We ll share our own tracking report template Discuss appropriate goals for your organization Assess ways to improve your marketing foundation Make recommendations on starting your own marketing fitness program Show you how to monitor & measure the basics 22

23 Thank YOU! Biz Card or Text google proof to for FREE CONSULT! Contact: Mad Marketeer, Katharine Coles Top Tweet Topics Impressions - EXTRA 23

24 Favorites - EXTRA Replies - EXTRA Visitors are more likely to favorite or retweet 24

25 How to Start Google Proofing Your Organization - EXTRA Work from a model or roadmap Identify your goals and review quarterly (grow traffic; conversions, etc.) Build your foundation first Start an ongoing marketing fitness program (social media, blog, content development, marketing, Google Grants, SEO) Monitor and measure Questions Katharine Coles: Katharine@MadMarketeer.com Tel: