analytics to action: be a marketing data superhero
DESCRIPTION
In a world of overwhelming amounts of data flying at us daily, it's key for non-profit marketers to understand how to sort through the mountain of information out there and take actions on email, social and web for our organizations. Our hero's journey: - Start what with really matters, goals or actions we are asking supporters to take on behalf of our non-profits. - Communicate how our marketing and communications work is adding value to those organizational goals and ultimately mission. - Focus on some key data points to build... - A super dashboard that will provide a snap shot of how we are making progress. Ultimately, We should strive to measure these efforts as consistently as possible to make better choices with our marketing and communications efforts. You can find the dashboard tools mentioned in this presentation for downloading on my site teresaruizdecker.com.TRANSCRIPT
Analytics to ActionBe a marketing data super hero www.teresaruizdecker.com
Don’t be late for
meeting at 3!
Email final social
media plan
Run to printers on my way
home
Did I pick up event
name tags?
REPORT NUMBERS!!!
Even super heroes feel stress
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Today’s journey1. Think about our goals
2. Walk through data decisions (Email, Social and Web)
3. Think about your goals (again)
4. Look at data tools and a SUPER dashboard
5. Take ACTION
6. Report back our awesome-ness
What really matters?
GOALS
YOUR MISSION: SAVE THE WORLD!
inspire youth, save animals, feed the homeless, clean beaches, educate people, fight disease
www.sfexaminer.com
Bat Kid by the numbers• People who RSVP’d
to volunteer via our website: 16,077
• Estimated size of the crowd at City Hall: approximately 20,000
• Number of #SFBatkid/#Batkid tweets generated (through Sunday 11/17): 545,576
• % of all tweets coming from outside US: 13%
• Number of countries where Batkid was discussed: 117
• Total tweets:
555,697
• % of all tweets that were deemed “positive”: 96%
• Total Twitter Potential Reach: 777,453,544
• Total Twitter Potential Impressions: 1,816,783,718
• Number of Instagram photos with #SFBatkid: 16,000
• Total Instagram potential reach: 19.5 million
• Total Instagram potential impressions: 23.6 million
• Number of hits per second to all Make-A-Wish websites during peak: 1,400
• Number of staff in the Make-A-Wish Greater Bay Area office: 23 full time; 4 part time
• Number of wishes granted by our chapter each year: approximately 350
• Overall Social Impressions: 1,840,577,475
Source: SF wish.org: http://sf.wish.org/wishes/wish-stories/i-wish-to-be/wish-to-be-batkid
Whoa! That’s a lot of data…
Our journey begins!
What we do…
–Beth Kanter
“What you want to communicate is how your organization has
received value from your efforts, that is, the impact that your effort
has had on the mission.”
What we REALLY do…
Create super heroes for OUR causes to accomplish our
MISSION
• Volunteers
• Donors
• Event
Participants
• Brand Ambassadors
Flickr Creative Commons: @W_Minshul
“impact that your effort has had on the mission”
Kanter said…
Data Nemesis: Email
Actions for Email!Data What it tells you Actions
Opens & Open Rate(#Opens/#Email Sends)
Subject line effectiveness
If people want to hear from you
How often
Improve subject lineTest your subject lines (A/B split)Frequency and timingList segmentation (right people, right content?)
Clicks & Click Through Rate(#Clicks/#Opens)
Effectiveness of content andcall to action
Pull out your call to actionMake message direct & succinctAvoid too many “asks”Embed more links to actionAvoid “Click here” be descriptive “Donate Now”
Data Nemesis: Social Media
Action for Social!
Data What it tells you Actions
Engagement & Engagement %(Likes, Favorites, Comments,
Clicks)Content people like
Ask audience questionsTry different days and times for postsAdd a photoShorten postsFollow “inspiring” accounts
Shares & Share %(RTs & Shares) Content people share
Re-share the content different times and daysCreate similar contentBrand ambassadors/ “volunteers”
Data Nemesis: Web
Actions for Web!Data What it tells you Actions
Traffic How many people are coming to your site
Look for “seasons” to create a planCan you replicate the spikes?Google Grant Ad Words - key words
Channel Sources (including referrals)
How people are getting to your site (email, referrals,
social)
Invest in areas most effectiveLook for partnerships: event sponsor, reciprocal linking, content ideas
Top Social ReferrersWhich social channels are MOST effective at driving
traffic
Give yourself a trial periodInvest in areas most effectiveCreate content tailored for this channelBrand ambassadors
Goal Pages ConversionsHow often this page helps
your audiences complete an action
Improve user pathImprove your navigationEvaluate page contentTest forms regularly (where do people drop off?)
On the hero’s journey, all roads lead to…
WEB GOALS!• Volunteer = VOLUNTEER WEB PAGE
• Donation = DONATION WEB PAGE
• Event RSVP = RSVP WEB PAGE
• Engagement & Sharing = WEB TRAFFIC
• *Confirmation PAGES for actions*
Google Analytics Goals
Revisit our super heroes
www.sfexaminer.com
Ummm… Again, what really matters?
Look at Bat Kid again• People who RSVP’d
to volunteer via our website: 16,077
• Estimated size of the crowd at City Hall: approximately 20,000
• Number of #SFBatkid/#Batkid tweets generated (through Sunday 11/17): 545,576
• % of all tweets coming from outside US: 13%
• Number of countries where Batkid was discussed: 117
• Total tweets:
555,697
• % of all tweets that were deemed “positive”: 96%
• Total Twitter Potential Reach: 777,453,544
• Total Twitter Potential Impressions: 1,816,783,718
• Number of Instagram photos with #SFBatkid: 16,000
• Total Instagram potential reach: 19.5 million
• Total Instagram potential impressions: 23.6 million
• Number of hits per second to all Make-A-Wish websites during peak: 1,400
• Number of staff in the Make-A-Wish Greater Bay Area office: 23 full time; 4 part time
• Number of wishes granted by our chapter each year: approximately 350
• Overall Social Impressions: 1,840,577,475
Source: SF wish.org: http://sf.wish.org/wishes/wish-stories/i-wish-to-be/wish-to-be-batkid
– Make a Wish Greater Bay Area
“We have seen an increase in offers of help across all areas, including donations, volunteers, referrals and other services.
In fact, the volume of traffic on our servers caused our system-wide websites to go down for several hours on Friday.
But Miles’ wish to be Batkid was not a fundraising event and we do not have numbers to share.”
Now ourSUPER DASHBOARDSto the rescue!
Dashboard Tool Options• Excel
• Google Analytics : Non-profit dash & Goal Pages
• Twitter Analytics
• Facebook Insights
• Hootsuite, Sprout Social, Social Bro, etc.
• Email Tool: Mail Chimp, Constant Contact, etc.
Google Analytics Non-Profit Dash
Our SUPER Dashboard
Adapted from Occam’s Razor - Avinash Kaushik
– Delta Analytics
“Measurement only matters if it changes the way you
act.”
spring into ACTION! NOW
Today’s journey1. Really thought about our goals, in
light of mission
2. Walked through data decisions (Email, Social and Web)
3. Data tools and a SUPER dashboard (online!)
4. Took ACTION
5. Report back our awesome-ness
Thanks, and before we go…
www.teresaruizdecker.comVisit my site to download the dashboard tools
featured! Questions?
Get help telling your story | August 29
Community Foundation Santa Cruz County
