Introducing Data Driven Tech Leadership: Social media, Google Analytics, and Data Segmentation
-
Upload
community-organizer-20 -
Category
Technology
-
view
5.911 -
download
0
description
Transcript of Introducing Data Driven Tech Leadership: Social media, Google Analytics, and Data Segmentation
1
DEBRA ASKANASESTEVEN BACKMAN
MARC BAIZMAN
introducing
DATA DRIVENTECH LEADERSHIP
Some rights reserved: This work is licensed by Debra Askanase, Steven Backman, Marc Baizman under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA.
2
TODAY’S AGENDA
• Introductions: Who’s in the room• Data-driven leadership and business goals• Facebook Insights: informing decisions• Getting what you need from Google Analytics• Smart data segmentation• Wrap-up/Q&A• Handout
What you need to make great decisions!
3
WHO’S IN THE ROOM?
…AND WHO ARE WE?
4
5
LEADERSHIP QUESTIONS
Sample Questions to Consider
6
Marketing
Development
Programs
Volunteers/Advocacy
1. Which social media effort will help us recruit volunteers?
2. Should I hire a marketing staff?3. How to compare the
effectiveness of print, email, web, social media, press?
1. Which programs grew the most last year?
2. Do our client demographics match our mission, funding?
3. Do participants take part in more than one program?
1. What determines the giving potential for our donors?
2. Which donors have the most interest in our work?
3. Are our current or potential donors using social media? Which channels?
1. Where do good volunteers come from?
2. Are we hitting the issues important to our constituents
3. Do our activists support us financially?
7
1FACEBOOKINSIGHTS
2
3GOOGLE ANALYTICS
SMART
SEGMENTATION
WHERE TO GET THE DATA
8
FACEBOOK INSIGHTS1
9
SAMPLE SOCIAL MEDIA QUESTIONS
1. How many people care about us (and how deeply)?
2. What do they care about the most (and how deeply)?
3. What are we doing that reaches the most people?
4. What do we know about who cares about us?
Programming, advocacy and fundraising implications
10
11
1. How many people care about us (and how deeply)?
PATA: “People Are Talking About” is the new engagement metric
12
Liking the page doesn’t translate into reach. Stories reach.
13
2. What do they care about the most?
14
2. What are we doing that is working => What do they care the most about?
15
What prompts them to mention you?
16
Example of a success story: Einstein story, by the Insights
17
Drilling down into post engagementFor the Einstein post, there were more engaged users (268) than the PATA metric (205)
18
3. What are we doing that reaches the most people?
19
4. What do we know about our fans?
20
What do we know about who cares a lot?
21
Tie it together with your own social media dashboard
Find this sample online metrics tracking template at: http://bit.ly/onlinemetricspreadsheet
22
2 WEB ANALYTICS
23
Definition:
Web analytics is the assessment of a variety of data, including web traffic, web-based transactions, web server performance, usability studies, and
related sources to help create a generalized understanding of the visitor experience on-line.
Eric Petersen, “Web Analytics Demystified”http://webanalyticsdemystified.com
24
“Knowledge without action is meaningless” Goethe
25
Need to determine YOUR“Key Performance Indicators”
26
Google Analytics is Free BUT
Your Staff’s Time Isn’t!
Invest in Training OR
Get Someone to Help!
27
http://www.google.com/analytics
28
SAMPLE NONPROFIT QUESTIONS
1. How many people look at our site?2. How do people find our website?3. What are people looking at?4. What do we want people to do?
(“Calls to action” e.g. donate, sign-up for newsletter)
5. Are they actually doing those things?
29
How many people look at our site?
30
How do people find our website?
31
What are people looking at?
32
What do we want people to do? (“Calls to action” e.g. donate, sign-up for newsletter)
33
Are they doing those things?
34
THIS IS JUST THE BEGINNING!
• Geography/Language Targeting• AdWords/Google Grants ($10K/month)
www.google.com/nonprofits • Real-time statistics• Benchmarking…and so much more!
35
3 SMART SEGMENTATION
36
Where to begin? How is our Email Newsletter doing?
37
Where to Begin? Try your calendar
. . .• September News• October News• Open House• --Fall Fund Appeal--• November News• --Fall 2d Appeal—
. . .
38
Segmentation and Nonprofit Communications
“Segmentation is the process of defining the largest potential market in a way that is most useful to an organization. Market segmentation is done by dividing the whole into definable parts to identify, name, and describe these pieces in a way that makes sense for an organization.” --Shelli Bischoff
http://www.austincc.edu/npo/library/documents/Nonprofit%20Marketing%20with%20a%20Purpose.pdf
Make Your Peace with Segmentation
One List fits All Use Segmentation“Our constituents share common interests”
vs. Experiment with meeting specialized interests
Separate messages take time and funds
vs. Target resources to increase effectiveness
No way to separate lists
vs. Take campaign approach to redrawing lists
Our funders don’t expect it
vs. Match fund sources to constituents, services
39
Data in Many Places
40
Donors
Print Mailings
Email, Activity
Volunteers
Web
Clients,FundersMemberships, ServicesRegistrations…
Partners, Activists
ContactsEvents, Social Media
41
Segmenting Contacts - Possibilities
• Policy Interest Areas—legislation, advocacy• Program Interest Areas—your services• Participation Area—Volunteer areas• Client Services—past history• Demographics—what matters to you?• Giving History• Formal membership• Key staff or board contact• Individuals vs Households vs Organizations
42
From Calendar to Lists
Event Media Source Data GoalFall Appeal 1
Email Contact, donor, email history
Open HouseFall Appeal 2a
Print, Email
Email sign-up? FB?
Large, Lapsed donors
10% return
Fall Appeal 2b
43
Managing the Fall Appeal
- Exclude - Year End Only, {Premier Volunteer}, Do not solicit, No Mail, Bad Address, Deceased, and Anonymous 1: Major Active - Gift date since 1/1/11; gift amount >= $250
2. Major Lapsed - Gift date since 1/1/08; amount >= $250 ; Not this year 3. Regular Active - Gift date since 1/1/11; amount <= $249 4 Regular Lapsed - Gift date since 1/1/08; amount <= $249
44
Report Example
45
Combining Data Sources –
Query Email Solicitation Results against Contact data
46
Don’t Overreach
Find indicators that support your goal
Find measures you can collect
47
1FACEBOOKINSIGHTS
2
3GOOGLE ANALYTICS
SMART
SEGMENTATION
RESOURCES FOR YOU
48
Wrapping Up: Where to Start
• Know what you want to know before digging into the data
• Learn from experience...Be confident everyone is learning
• Plan to have integrated tools• Demystify “data” for your organization• FREE is not FREE - invest in training or get help!!!!
49
Facebook Insights Resources
• Customizable online metrics tracking spreadsheet for you to use and share: http://bit.ly/onlinemetricspreadsheet
• (New) Facebook page insights, explained: ads.ak.facebook.com/ads/creative/insights/page-insights-guide.pdf
• Applying social metrics framework to the new Facebook Insights, from Beth Kanter: http://www.bethkanter.org/best-metrics/
• How to use the new Facebook insights (video tutorial), from John Haydon: http://www.johnhaydon.com/2011/10/how-use-facebook-insights-video-tutorial/
• Using Facebook to Meet Your Mission, Idealware report: http://idealware.org/facebook_survey
• Consistently updated list of nonprofit marketing bloggers and influencers: http://campaigns.traackr.com/campaigns/view/3518
50
Social Media Sharing Centerhttp://socialbrite.org/sharing-center
51
Web Analytics Resources
• Brian Clifton, “Advanced Web Metrics with Google Analytics”• Eric Petersen, “Web Analytics Demystified”• Jim Sterne, “Web Metrics”• Analysis Exchange (pairs web analytics peeps and NPOs for FREE): http://www.webanalyticsdemystified.com/ae/ae-business.asp• Frogloop Blog Post:
http://www.frogloop.com/care2blog/2008/10/13/using-google-analytics-to-track-a-nonprofit-website-part-1.html
• Google Analytics Help:http://www.google.com/support/analyticshelp
• Google Analytics Getting Started: http://www.google.com/analytics/discover_analytics.html
• Google Analytics Blog: http://analytics.blogspot.com• LunaMetrics:
http://www.lunametrics.com/google-analytics-training/• eMetrics Marketing: http://www.emetrics.org
52
Data Segmentation Resources
• Geoff Lancaster, “Customers and marketing,” http://bit.ly/9f8FRq
• Ian Bruce, “Segmentation and targeting “ http://bit.ly/apETsV• Idealware, Consumers Guide to Low Cost Donor Management
Systems, http://bit.ly/ljzdKC• Constant Contact, Email Marketing resources, http://
bit.ly/8YiiTs• Convio, Moves Management, http://slidesha.re/pdgmfn• Shelli Bishoff, Nonprofit Marketing With a Purpose http://
bit.ly/nfKuCD
53
Thank You!!Debra Askanase, Digital Engagement Strategist
http://[email protected]
(617) 682-2977Marc Baizman, My Computer Guy
http://[email protected]
(617) 329-1868Steve Backman, Database Designs
http://[email protected]
(617) 423-6355