Higher Ed Forum: online engagement from Simmons College may 5
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Higher Ed Forum: online engagement from Simmons College may 5

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Session materials from Blackbaud's Higher Ed forum at Simmons College in Boston; May 5

Session materials from Blackbaud's Higher Ed forum at Simmons College in Boston; May 5

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Higher Ed Forum: online engagement from Simmons College may 5 Higher Ed Forum: online engagement from Simmons College may 5 Presentation Transcript

  • 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 Jeff Terry | Page #2 © 2008 Blackbaud
  • 1) Participate! Jeff Terry | Page #3 © 2008 Blackbaud
  • 2) Ask Questions Jeff Terry | Page #4 © 2008 Blackbaud
  • 3) Be Courteous Jeff Terry | Page #5 © 2008 Blackbaud
  • 4) Enjoy Yourself Jeff Terry | Page #6 © 2008 Blackbaud
  • A Word From Our Sponsor… Blackbaud’s Data Management Services o Located in Cambridge o Provides outsourced staffing for The Raiser’s Edge o Database Management o Annual Fund Performance Reporting o Segmentation o Gift Processing & Acknowledgement o And more… Jeff Terry | Page #7 © 2008 Blackbaud
  • Agenda for today 8:50 Introductions 9:00 Crash Course in Google Analytics 9:45 Simmons’ Alumni Community -What does Google tell us? -How do we interpret the data? -Simmons’ strategy to drive engagement 12:00 Group Discussion/Sharing of Best Practices 1:00 Lunch 2:00 Wrap up Jeff Terry | Page #8 © 2008 Blackbaud
  • 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 Jeff Terry | Page #9 © 2008 Blackbaud
  • 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 Jeff Terry | Page #10 © 2008 Blackbaud
  • Lets Talk Online Engagement
  • Here’s a list of Online Engagement schools doing online engagement perfectly Jeff Terry | Page #12 © 2008 Blackbaud
  • Jeff Terry | Page #13 © 2008 Blackbaud
  • No one is doing it perfectly Jeff Terry | Page #14 © 2008 Blackbaud
  • No one is doing it perfectly Jeff Terry | Page #15 Why is that?? © 2008 Blackbaud
  • Who is f*cking it up? Because, it’s hard... Jeff Terry | Page #16 © 2008 Blackbaud
  • Because, it’s hard ...And, sometimes life comes at us fast Jeff Terry | Page #17 © 2008 Blackbaud
  • So...Focusing on the activities that produce results is critical to success Jeff Terry | Page #18 © 2008 Blackbaud
  • Google Analytics – A Crash Course Dominic Taverniti, Internet Solutions Manager
  • What is a Metric? A standard unit of measure. A measurable element of a process or function. A measuring system that quantifies a trend, dynamic, or characteristic Jeff Terry | Page #20 © 2008 Blackbaud
  • What is a Metric? Jeff Terry | Page #21 © 2008 Blackbaud
  • Why Do Metrics Matter? Help you understand what’s working and what’s not. Gives you insights into your constituents. If you can’t measure it, then you can’t manage it. Jeff Terry | Page #22 © 2008 Blackbaud
  • What Online Metrics Tell You How did they What did How did it get here? they do? work? Jeff Terry | Page #23 © 2008 Blackbaud
  • Jeff Terry | Page #24 © 2008 Blackbaud
  • No shortage of data…what is most valuable? Jeff Terry | Page #25 © 2008 Blackbaud
  • Hits A request for a file from the web server. A single web page typically consists of multiple files. A hit is registered for the page, every image, and any other files present on that page. Jeff Terry | Page #26 © 2008 Blackbaud
  • Page Views A request to load a single web page. A metric for the entire site or specific content. A useful metric over a period of time or for a specific event. Jeff Terry | Page #27 © 2008 Blackbaud
  • Visits A site visit during a set period of time. A visit contains one or more page views. A visit helps understand what people do when they visit your site. Jeff Terry | Page #28 © 2008 Blackbaud
  • Unique Visitors A visit by a unique individual. A unique visitor is typically based on an IP address or cookie. A unique visitor metric helps compare new visitors to repeat visitors. Jeff Terry | Page #29 © 2008 Blackbaud
  • Unique Identified Visitors A visit by a unique identified individual. A unique identified visitor is tracked based on information stored in a central database. A unique identified visitor metric is the ultimate metric for tracking website visitor behavior. Jeff Terry | Page #30 © 2008 Blackbaud
  • Other Website Metrics Referrers Bounce Rate Conversion Rate Click Density Page View Duration ….. Jeff Terry | Page #31 © 2008 Blackbaud
  • Google Analytics – Simmons College Alumni Community Original goals in launching community Site Objectives What has worked/not worked Most active/valued audience segment Audience targeting - initiatives Jeff Terry | Page #32 © 2008 Blackbaud
  • 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. Jeff Terry | Page #33 © 2008 Blackbaud
  • Google Analytics Measure Results Relevant Visits Conversions / Goals Constituent Action Jeff Terry | Page #34 © 2008 Blackbaud
  • 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 Jeff Terry | Page #35 © 2008 Blackbaud
  • Google Analytics – traffic trend comparison Furman University Simmons College Jeff Terry | Page #36 © 2008 Blackbaud
  • Google Analytics – keyword comparison Furman University Simmons College Jeff Terry | Page #37 © 2008 Blackbaud
  • Google Analytics – Simmons College Alumni Community Jeff Terry | Page #38 © 2008 Blackbaud
  • Giving Page Analysis Jeff Terry | Page #39 © 2008 Blackbaud
  • Giving Page Analysis Navigation Summary : 35% go to tertiary pages • Contact Us • Make An Online Gift • Why Support Simmons Jeff Terry | Page #40 © 2008 Blackbaud
  • Giving Page Analysis Browser size : http://browsersize.googlelabs.com/ Jeff Terry | Page #41 © 2008 Blackbaud
  • Giving Page Analysis Actionable Steps • Move the call to action • Position above the fold • Make it the first action • 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 Jeff Terry | Page #42 © 2008 Blackbaud
  • Google Analytics – Simmons College Alumni Community Unique Identifiable Visitors NetCommunity Tab in RE Jeff Terry | Page #43 © 2008 Blackbaud
  • Final Word: What to Remember Metrics help you understand what’s working and what’s not. Metrics give you insights into your constituents. If you can’t measure it, then you can’t manage it. Start measuring! Jeff Terry | Page #44 © 2008 Blackbaud
  • The Market is Noisy Resources 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/ Tinyurl.com: http://tinyurl.com/ Google link tracking: http://www.google.com/support/googleanalytics/bin/answer.py?answer=5 5578&hl=en RSS Feed subscription tracking: Feedburner: http://feedburner.com Extras Google Browser Size: http://browsersize.googlelabs.com/ Jeff Terry | Page #45 © 2008 Blackbaud
  • The Market is Noisy Want to learn more? Be sure to check out…. http://interactive.blackbaud.com http://www.blackbaud.com/connections http://www.blackbaud.com/netwits http://www.blackbaud.com/events/webseminars.aspx Or email your presenter at: Jeff Terry | Page #46 © 2008 Blackbaud
  • Unique Identifiable Visitor – As Viewed in The Raiser’s Edge Jeff Terry | Page #47 © 2008 Blackbaud
  • Unique Identifiable Visitor – As Viewed in The Raiser’s Edge Jeff Terry | Page #48 © 2008 Blackbaud
  • Simmons College Alumni Community What’s Next for https://alumnet.simmons.edu? Jeff Terry | Page #49 © 2008 Blackbaud
  • Final Word: What to Remember Metrics help you understand what’s working and what’s not. Metrics give you insights into your constituents. If you can’t measure it, then you can’t manage it. Start measuring! Jeff Terry | Page #50 © 2008 Blackbaud
  • Questions Jeff Terry | Page #51 © 2008 Blackbaud
  • The Market is Noisy Want to learn more? Be sure to check out…. http://interactive.blackbaud.com http://www.blackbaud.com/connections http://www.blackbaud.com/netwits http://www.blackbaud.com/events/webseminars.aspx Or email your presenter at: Jeff Terry | Page #52 © 2008 Blackbaud