Introducing Data Driven Tech Leadership: Social media, Google Analytics, and Data Segmentation

DEBRA ASKANASE STEVEN BACKMAN MARC BAIZMANintroducingDATA 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. 1

TODAY’S AGENDA What you need to make great decisions!• 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 2

WHO’S IN THE ROOM? 3

…AND WHO ARE WE? 4

Sample Questions to Consider 5

Marketing Programs1. Which social media effort will 1. Which programs grew the help us recruit volunteers? most last year?2. Should I hire a marketing staff? 2. Do our client demographics3. How to compare the match our mission, funding? effectiveness of print, email, 3. Do participants take part in web, social media, press? more than one program? Development Volunteers/Advocacy1. What determines the giving 1. Where do good volunteers potential for our donors? come from?2. Which donors have the most 2. Are we hitting the issues interest in our work? important to our constituents3. Are our current or potential 3. Do our activists support us donors using social media? financially? Which channels? 6

WHERE TO GET THE DATA FACEBOOK GOOGLE SMART INSIGHTS ANALYTICS SEGMENTATION 7

FACEBOOK INSIGHTS 8

SAMPLE SOCIAL MEDIA QUESTIONSProgramming, advocacy and fundraising implications1. 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? 9

1. How many people care about us(and how deeply)? PATA: “People Are Talking About” is the new engagement metric 11

Liking the page doesn’t translate intoreach. Stories reach. 12

2. What do they care about the most? 13

2. What are we doing that is working=> What do they care the most about? 14

What prompts them to mention you? 15

Example of a success story:Einstein story, by the Insights 16

Drilling down into post engagementFor the Einstein post, there were more engagedusers (268) than the PATA metric (205) 17

3. What are we doing that reaches themost people? 18

4. What do we know about our fans? 19

What do we know about who cares a lot? 20

Tie it together with your own social media dashboard Find this sample online metrics tracking template at: http://bit.ly/onlinemetricspreadsheet 21

WEB ANALYTICS 22

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 23

“Knowledge without action ismeaningless” Goethe 24

Need to determine YOUR“Key Performance Indicators” 25

Google Analytics is Free BUTYour Staff’s Time Isn’t! Invest in Training ORGet Someone to Help! 26

http://www.google.com/analytics 27

SAMPLE NONPROFIT QUESTIONS1. 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? 28

How many people look at our site? 29

How do people find our website? 30

What are people looking at? 31

What do we want people to do? (“Calls toaction” e.g. donate, sign-up for newsletter) 32

Are they doing those things? 33

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! 34

SMART SEGMENTATION 35

Where to begin? How is our Email Newsletter doing? 36

Where to Begin? Try your calendar . . . • September News • October News • Open House • --Fall Fund Appeal-- • November News • --Fall 2d Appeal— . . . 37

Segmentation and Nonprofit Communications“Segmentation is the process of defining thelargest potential market in a way that is mostuseful to an organization. Market segmentationis done by dividing the whole into definableparts to identify, name, and describe thesepieces in a way that makes sense for anorganization.” --Shelli Bischoffhttp://www.austincc.edu/npo/library/documents/Nonprofit%20Marketing%20with%20a%20Purpose.pdf 38

Make Your Peace with SegmentationOne List fits All Use Segmentation“Our constituents vs. Experiment with meetingshare common specialized interestsinterests”Separate messages vs. Target resources to increasetake time and funds effectivenessNo way to separate vs. Take campaign approach tolists redrawing listsOur funders don’t vs. Match fund sources toexpect it constituents, services 39

Data in Many Places Events, Email, Social Contacts Activity Media Partners, ActivistsClients,FundersMemberships,ServicesRegistrations Web Print… Mailings Volunteers Donors 40

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 41

From Calendar to ListsEvent Media Source Data GoalFall Email Contact,Appeal 1 donor, email historyOpen HouseFall Print, Email sign- Large, 10% returnAppeal 2a Email up? FB? Lapsed donorsFallAppeal 2b 42

Managing the Fall Appeal- Exclude - Year End Only, {Premier Volunteer}, Do not solicit,No Mail, Bad Address, Deceased, and Anonymous1: Major Active - Gift date since 1/1/11; gift amount >= $2502. Major Lapsed - Gift date since 1/1/08; amount >= $250 ;Not this year3. Regular Active - Gift date since 1/1/11; amount <= $2494 Regular Lapsed - Gift date since 1/1/08; amount <= $249 43

Report Example 44

Combining Data Sources – Query Email Solicitation Results against Contact data 45

Don’t OverreachFindindicatorsthatsupportyour goal Find measures you can collect 46

RESOURCES FOR YOU FACEBOOK GOOGLE SMART INSIGHTS ANALYTICS SEGMENTATION 47

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!!!! 48

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 49

Social Media Sharing Center http://socialbrite.org/sharing-center50

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 51

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 52

Thank You!!Debra Askanase, Digital Engagement Strategist http://communityorganizer20.com debra@communityorganizer20.com (617) 682-2977 Marc Baizman, My Computer Guy http://mcgtraining.com marc@mcgtraining.com (617) 329-1868 Steve Backman, Database Designs http://www.dbdes.com steve@dbdes.com (617) 423-6355 53

http://www.socialbrite.org	1526
http://books.impactsquare.com	440
http://www.communityorganizer20.com	63
http://www.impactsquare.com	52
http://feeds2.feedburner.com	32
http://feeds.feedburner.com	7
http://changeon.org	5
http://www.twylah.com	2
http://webcache.googleusercontent.com	2
http://blog.maeul.or.kr	1

Introducing Data Driven Tech Leadership: Social media, Google Analytics, and Data Segmentation

by Debra Askanase on Oct 24, 2011

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Introducing Data Driven Tech Leadership: Social media, Google Analytics, and Data Segmentation — Presentation Transcript