online engagement for higher ed

Online Engagement – Using Web Analytics to Focus Your Efforts

Dominic Taerniti, Internet Solutions Manager

Jeff Terry, Higher Education Account Manager

Read our blog:www.netwitsthinktank.com

Ground Rules

User Forum | Page #2 © 2010 Blackbaud


1) Participate


2) Ask Questions


3) Be Courteous


4) Enjoy Yourself

Agenda for Today

9:30 a.m. Coffee & Networking

10:00 a.m. Introductions

10:30 a.m. Google™ Analytics Crash Course


10:30 a.m. Google Analytics Crash Course

11:00 a.m. School Website Examples -Interpreting the analytics, taking action

Noon Group Discussion, Best Practice Exchange

12:45 p.m. Lunch

Introductions

Tell the group:

o Who you are, where you work & what you do

o What you are hoping to get out of this session



o One thing you are passionate about OR your guilty TV pleasure

Introductions

Tell the group:

o Who you are, where you work & what you do




o One thing you are passionate about OR your guilty TV pleasure

Lets Talk Online Engagement

Online EngagementHere’s a list of schools doing online engagement perfectly


perfectly


No one is doing it perfectlyNo one is doing it perfectly


No one is doing it perfectly

Why is that??

Who is f*cking it up?

Because, it’s hard...


Because, it’s hard


...And, sometimes life comes at us fast

So...Focusing on the activities that produce results is critical to success


Google Analytics – A Crash Course

Dominic Taverniti, Internet Solutions Manager

�Help you understand what’s working and what’s not.

�Gives you insights into your constituents.

Why Do Metrics Matter?


�Gives you insights into your constituents.

� If you can’t measure it, then you can’t manage it.

What Online Metrics Tell You

How did they get here?

What did they do?

How did it work?


get here? they do? work?

No shortage of data…what is most valuable?


Google Analytics

What are the objectives of the site?�Donation�Event Registration�Site Registration


�Online Participation - active�Visits - passive

Analysis should lead to actionable steps for improvement.

Google Analytics

Measure Objectives�Relevant Visits�Conversions / Goals�Constituent Action


Google Analytics

Monitor Trends - tie trends to objectives�Traffic – email cadence, events�Keywords – search engines, on site�Sources – email, social networks�Conversions – do other objective surface


�Conversions – do other objective surface

Page Analysis – Board of Directors


Page Analysis


Page Analysis – Navigation Summary


Insert more slides from Dominic…….

Page Analysis – Navigation Summary


Page Analysis – Attention Span


Page Analysis – Connection Speed & Flash


16 Visitors without Flash

8 Visitors on Dialup

� Actionable Steps• Guide the audience into the site

• Include content links• Add call-out navigation to content

• Leverage audience engagement level and technical capability

Page Analysis – Conclusion


• 65% Bounce Rate• 1.25min Time on Page• 90% with High Speed Internet Access• 98% have Flash installed

• Ideas• Use video testimonials of board members to deliver call-to-action

and further engage audience• Enable audience association with board members through

dedicated giving channels

Google Analytics – Simmons College Alumni Community


Google Analytics – keyword comparison

Furman University Simmons College


Giving Page Analysis



� Navigation Summary : 35% go to tertiary pages• Contact Us• Make An Online Gift• Why Support Simmons



� Browser size : http://browsersize.googlelabs.com/


Giving Page Analysis – Conclusion

� Actionable Steps• Move the call to action

• Position above the fold• Make it the first action

• Include more supporting information


• Include more supporting information• Contact info, Gift types

• Provide audience-centric navigation• Fund, Interest-based, Major, Parents

• Use live chat for high touch, personalized service

Google Campaign Tracking

� Identify and track incoming links• Other school web properties – Primary site, blogs• Marketing channels – Facebook, Twitter, * Email

� Create, deploy and track• Go to the Google Tracking Link URL Builder to create links


• Go to the Google Tracking Link URL Builder to create links• Provide tracking links to external sources for posting• Track campaigns in Google Analytics

• View isolated campaigns as Traffic Source• View campaign traffic as contributing source to any metric

* Link tracking is built into Blackbaud NetCommunity, tracking Unique Identified Visitor

Unique Identifiable Visitor – As Viewed in The Raiser’s Edge



� Combine web activity with other data to create prospect lists

� Query example:


AGE > 60 # of Gifts > 5

Visited ‘Legacy Giving’

Web Page

Prospect List for PG

Officer

� Extending Google Analytics� Desktop Reporting's Polaris: http://www.desktop-reporting.com/index.html� Excellent Analytics: Microsoft Excel Plugin : http://excellentanalytics.com/� TRACKING� URL shortening services:� Bit.ly: http://bit.ly/

The Market is NoisyResources


� Tinyurl.com: http://tinyurl.com/� Google link tracking:

http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578&hl=en

� RSS Feed subscription tracking: Feedburner: http://feedburner.com� Extras� Google Browser Size: http://browsersize.googlelabs.com/

online engagement for higher ed

News & Politics

page analysis user forum

success user forum page

fast user forum page

questions user forum

courteous user forum

perfectlyuser forum

lunchuser forum page

ground rules user forum