the power of metrics - charityhowto.com& social networks # constituents contacted, helped # of...
TRANSCRIPT
JD Lasica Founder, Socialbrite.org [email protected]
The Power of MetricsWhy your nonprofit should be obsessed with web & social media metrics
(We’ll begin at 3:02 pm ET)
Who is this guy anyway?Chief cat herder, Socialbrite
Spoken at the UN, Harvard, Stanford, MIT, Cannes Film Festival and at events in Paris, Milan and Seoul.
Named one of the Top 40 Silicon Valley Influencers, one of the Top 100 Social Media Influencers and one of Top 100 Media Bloggers.
More than 18,000 followers on Twitter at @jdlasica
What we’ll cover todayThe metrics processCreating business goals The power of keywords & SEO (demo)Google Analytics (demo)Facebook Insights (demo)Twitter analyticsHow to set up a metrics programTop metrics toolsQ&A, summary, hugs, tearful goodbyes
Build community to create impact
Graphic by Debra Askanase
Why measure?Because ‘data is better than gut’
Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
Internal & external reasonsInternal purposes:
Inform decision-making about your brand or cause
Testing messages or products before launch
Market research into constituents, supporters, volunteers
Data about supporters’ giving habits
External purposes:
charity: water
3 different flavors of metrics1. Website rankingsHow much traffic are you getting compared with your competitors?Tools: Quantcast, Alexa, CompetePaid services: comScore, Hitwise
2. Web analyticsWhat are your visitors doing on your site?Tools: Google Analytics, Bit.ly, awstatsPaid services: WebTrends, Omniture
3. Social media/marketing metricsHow are you doing at engaging supporters?Tools: Facebook Insights, Google Analytics, Twitalyzer, etc.Paid services: Awareness, Radian6, Alterian
Paid social media servicesLow-cost monitoring & metrics vendors for nonprofits
http://bit.ly/npmonitoring
trackur sprout social uber vu
thrive researchly ecairn
hootsuitethrive
actionly buzzstream
Create goals, measure tacticsMission Goals TacticsWhy are we doing this?
What do we want to happen?
How will we make it happen?
ACTIONFunnel of love
INSIGHTS
INFORMATION
KPIsWho, how, why
T H E M E T R I C S P R O C E S S S I M P L I F I E D
What goes into a metric?Each measurable goal should have 3 components:
1. A number, such as a stat, percent or dollar figure2. A variable, like last week, last quarter, stats from
the competition, etc.3. A timeline or date to achieve the goal.
http://bit.ly/metricscentral We explain it all for you:
Make your goals SMART
1. Expand and strengthen Bread’s advocacy work for poor and hungry people
2. Expand our membership3. Better communicate with
existing members and target audiences
4. Strengthen our relationships with our members
5. Fulfill our mission to end hunger here and abroad
bread.org
Bread for World’s SM goals
1. Get legislation/policies passed on family-related issues
2. Increase capacity3. Enhance the movement
through increased membership4. Work with partner
organizations5. Garner attention from media
momsrising.org
Moms Rising’s SM goals
Business goals/objectives
Grow our list of supporters
Get more volunteers
Hit fundraising target
Increase positive mentions of organization or cause
Increase # of people served
Make our content more viral
Get people to take action
Get people to attend event
Increase website visibility
Things to measure (metrics)
growth in # of subscribers
# of volunteers & volunteer hours
# new, online donors, $ raised
# mentions or pick-ups in blogs & social networks
# constituents contacted, helped
# of shares, # of comments/post
# of people who signed petitions
# of registrants, year over year
Map metrics to goals S O C I A L M E D I A M E T R I C S
increase in traffic or linkback #s
Metrics tools for your arsenal H A N D O U T
Search ‘socialbrite.org’on spyfu.com or semrush.com
Why keywords are key H A N D S - O N D E M O
What does your site rank for?Search your own site’s keyword juju on spyfu.com or semrush.com
H A N D S - O N D E M O
Be strategic in your use of keywords:
Create a robust keyword list. You'd be surprised what draws readers.Use all variations of your brand, product or serve as keyword terms.Include problem and solution-oriented keywords.Create landing pages that signal what your site is about.To enhance your site’s SEO, use: Google Webmaster Tools, Bing Webmaster Tools, tools.seobook.comMore SEO tips at: http://bit.ly/npseo
R E S O U R C E
Rise to the top in search
Average global search phrase length:
Focus on 1- to 4-word phrases K E Y W O R D S T R A T E G Y
1 word (24%)
2 words (23%)
3 words (21%)
4 words (14%)
5 words (8%)
6 words (4%)
7 words (2%)
8+ words (4%)
0 10 20 30Source: Experian Hitwise
search “Google Adwords Keyword tool”
Google Keyword tool W H E R E T O F I N D Y O U R K E Y W O R D S
google.com/analytics
Google Analytics H A N D S - O N D E M O
Key pages in Google Analytics H A N D S - O N D E M O
1. Visitors Overview2. Visitors Flow3. Traffic sources 4. Popular content 5. Landing pages6. Navigation links 7. Visitors in real time
Let’s take a tour of:
Log in to google.com/analytics
Start with the big picture
1. Visitors Overview H A N D S - O N D E M O
Audience > Demographics > Location
What countries? H A N D S - O N D E M O
Audience > Demographics > Location > click on USA
What states? H A N D S - O N D E M O
Audience > Demographics > Location > click on a state
What cities? H A N D S - O N D E M O
Audience > Visitors Flow
2. Visitors Flow H A N D S - O N D E M O
Traffic Sources > Overview
3. Traffic sources H A N D S - O N D E M O
Search traffic: traffic you get from search engines
Referral traffic: traffic you get from other sites
Direct traffic: visitors coming by tying in your url or through bookmarks
Traffic Sources > Sources > Referrals
H A N D S - O N D E M O
Social referral traffic
H A N D S - O N D E M O
Keywords attracting trafficTraffic Sources > Sources > Search > Organic
H A N D S - O N D E M O
4. Most popular contentContent > Overview
H A N D S - O N D E M O
5. Check your landing pagesContent > Site Content > Content Drilldown
H A N D S - O N D E M O
6. What nav links are working?Content > In-Page Analytics
H A N D S - O N D E M O
7. Visitors in real timeHome (rust bar at top) > Real-Time
H A N D S - O N D E M O
Where they’re coming from
Google Analytics cheat sheet H A N D O U T
Check your EdgeRankFacebook rewards conversation, punishes ‘bullhorn updates’
http://bit.ly/edgerank-checker
F A C E B O O K
Facebook InsightsLog into your own account!
H A N D S - O N D E M O
Overall trendsOverview: A 30-day snapshot
H A N D S - O N D E M O
Sort by Date, Reach, Engaged Users & more
Posts with the most reach H A N D S - O N D E M O
Sort by post, photo, link, video, question
Sort by post type H A N D S - O N D E M O
Demographics & location of Likes
Who likes your page H A N D S - O N D E M O
Try to stoke more engagement
People Talking About This H A N D S - O N D E M O
PostPlanner.com: Rank your updates by likes, comments or clicks to see what time of day is most prevalent
When should you post?
How to get more engagementKeep your posts short & simplePost visually appealing content Include calls to action, including SharesAsk questions the right wayUse fill-in-the-blank postsBe topical & relevantMake it easy to share outside of Facebook
F A C E B O O K T I P S
Guide to Facebook Insights H A N D O U T
15-page handoutfor Facebook developers by Facebook
Twitter analyticsFollowerwonk.com, Klout, Tweet Grader & Twitaholic to assess your impact & find influencers.
Twittorati tracks tweets from high-profile bloggers.
tweetreach offers reach metrics, statistics and analysis for marketing and PR pros. Great for tweet chats!
Retweetrank measures how often you get retweeted.
bit.ly tracks who’s clicking on your links in Twitter. (Add “+” to end of your bit.ly url to see the stats.)
Twitter Counter lets you count registrations and comments on a particular campaign you’re running.
Tweeteffect determines which tweets make you lose or gain followers.
Set up a metrics program1. Get buy-in at the top, agree on what’s
most important to measure2. Identify a Chief Metrics Guru
& give him or her support 3. Interview stakeholders across depts.
to identify key goals & target audiences4. Create internal document that ties these
goals to specific metrics you can track5. Identify tools to use and begin tracking6. Print out monthly reports, circulate among key execs and
managers. Make this a part of someone’s job. (Watch her evolve from Chief Metrics Guru to Number-Crunching Superstar!)
7. Spend time analyzing the data & drawing conclusions
Metrics toolsKeyword finders: Google Keyword Tool, Google Trends, SEOBook.com, SpyfuMaps: MapBox.com, Schmap.it, BatchGeo, OpenHeatMap.comInfluence: Klout, PeerIndexVisualizations: Wordle.net, Visual.ly, Tableau, manyeyes (www-958.ibm.com), DataMarket.comCampaign tracking: Statf.ly ($19/mo.)Web analytics: Google Website Optimizer, Piwik, Open Web Analytics, Site Meter, Stat CounterMetrics dashboard: Sparkwi.se, Metricly.com, PostRank, Unilyzer
Metrics Central on Socialbritehttp://bit.ly/metricscentral
R E S O U R C E S
Web analytics tools
How Google Insights, Google+ & Google Analytics can move supporters to action
Long Tail keywords
Improving email open rates
Tools to measure influence
& dozens of how-tos & tutorials we can’t cover in 90 minutes!
Begin at the end time by identifying desired outcomes.
Set up a metrics program and make data an integral part of the decision-making process. Turn metrics into action.
Use data to tell your nonprofit’s story.
Take baby steps at outset.
Summary: Key takeaways
Turn supporters into championsNever forget: Your goal is to spur real-world action!
Photo on Flickr by 350.org
JD Lasica, founderSocialbrite: Social tools for social changeemail: [email protected]: @jdlasica @socialbrite
Thank you, let’s talk!