Online Engagement – Using Web Analytics to
                                     Focus Your Efforts
                       ...
Ground Rules




User Forum | Page #2   © 2010 Blackbaud
1) Participate
User Forum | Page #3   © 2010 Blackbaud
2) Ask Questions
User Forum | Page #4                      © 2010 Blackbaud
3) Be Courteous
User Forum | Page #5                     © 2010 Blackbaud
4) Enjoy Yourself
User Forum | Page #6        © 2010 Blackbaud
Agenda for Today

     9:30 a.m.         Coffee & Networking

     10:00 a.m. Introductions

     10:30 a.m. Google™ Analy...
Introductions

     Tell the group:
     o Who you are, where you work & what you do


     o What you are hoping to get o...
Introductions

     Tell the group:
     o Who you are, where you work & what you do


     o What you are hoping to get o...
Lets Talk Online Engagement
Here’s a list of
Online Engagement

        schools doing
        online engagement
        perfectly




User Forum | Pag...
User Forum | Page #12   © 2010 Blackbaud
No one is doing it perfectly

User Forum | Page #13        © 2010 Blackbaud
No one is doing it perfectly

User Forum | Page #14
                        Why is that??   © 2010 Blackbaud
Who is f*cking it up?
                    Because, it’s hard...




User Forum | Page #15                       © 2010 Bla...
Because, it’s hard




...And,
sometimes life
comes at us fast
User Forum | Page #16                    © 2010 Blackbaud
So...Focusing on the activities that
produce results is critical to success




User Forum | Page #17            © 2010 Bl...
Google Analytics – A Crash Course

 Dominic Taverniti, Internet Solutions Manager
Why Do Metrics Matter?

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

        Gives you insights into your c...
What Online Metrics Tell You




    How did they                  What did      How did it
     get here?                ...
No shortage of data…what is most valuable?




User Forum | Page #21                        © 2010 Blackbaud
Google Analytics

  What are the objectives of the site?
   Donation
   Event Registration
   Site Registration
   Online ...
Google Analytics

  Measure Objectives
    Relevant Visits
    Conversions / Goals
    Constituent Action




User Forum |...
Google Analytics

 Monitor Trends - tie trends to objectives
   Traffic – email cadence, events
   Keywords – search engin...
Page Analysis – Board of Directors




User Forum | Page #25                © 2010 Blackbaud
Page Analysis




User Forum | Page #26   © 2010 Blackbaud
Page Analysis – Navigation Summary




User Forum | Page #27                © 2010 Blackbaud
Page Analysis – Navigation Summary



Insert more slides from Dominic…….




User Forum | Page #28                © 2010 B...
Page Analysis – Attention Span




User Forum | Page #29            © 2010 Blackbaud
Page Analysis – Connection Speed & Flash




                                    8 Visitors on Dialup




                ...
Page Analysis – Conclusion

      Actionable Steps
        • Guide the audience into the site
                 • Include c...
Google Analytics – Simmons College Alumni Community




User Forum | Page #32                          © 2010 Blackbaud
Google Analytics – keyword comparison

Furman University          Simmons College




User Forum | Page #33               ...
Giving Page Analysis




User Forum | Page #34   © 2010 Blackbaud
Giving Page Analysis
      Navigation Summary : 35% go to tertiary pages
        • Contact Us
        • Make An Online Gif...
Giving Page Analysis
      Browser size : http://browsersize.googlelabs.com/




User Forum | Page #36                    ...
Giving Page Analysis – Conclusion

      Actionable Steps
        • Move the call to action
                 • Position ab...
Google Campaign Tracking

      Identify and track incoming links
        • Other school web properties – Primary site, bl...
Unique Identifiable Visitor – As Viewed in The Raiser’s Edge




User Forum | Page #39                                © 20...
Unique Identifiable Visitor – As Viewed in The Raiser’s Edge




User Forum | Page #40                                © 20...
Unique Identifiable Visitor – As Viewed in The Raiser’s Edge

      Combine web activity with other data to create prospec...
The Market is Noisy
Resources
        Extending Google Analytics
        Desktop Reporting's Polaris: http://www.desktop-r...
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Online Engagement for Higher Ed

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Session materials from Blackbaud's Higher Ed Forums in New York, July 2010.

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Online Engagement for Higher Ed

  1. 1. 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
  2. 2. Ground Rules User Forum | Page #2 © 2010 Blackbaud
  3. 3. 1) Participate User Forum | Page #3 © 2010 Blackbaud
  4. 4. 2) Ask Questions User Forum | Page #4 © 2010 Blackbaud
  5. 5. 3) Be Courteous User Forum | Page #5 © 2010 Blackbaud
  6. 6. 4) Enjoy Yourself User Forum | Page #6 © 2010 Blackbaud
  7. 7. Agenda for Today 9:30 a.m. Coffee & Networking 10:00 a.m. Introductions 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 User Forum | Page #7 © 2010 Blackbaud
  8. 8. 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 User Forum | Page #8 © 2010 Blackbaud
  9. 9. 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 User Forum | Page #9 © 2010 Blackbaud
  10. 10. Lets Talk Online Engagement
  11. 11. Here’s a list of Online Engagement schools doing online engagement perfectly User Forum | Page #11 © 2010 Blackbaud
  12. 12. User Forum | Page #12 © 2010 Blackbaud
  13. 13. No one is doing it perfectly User Forum | Page #13 © 2010 Blackbaud
  14. 14. No one is doing it perfectly User Forum | Page #14 Why is that?? © 2010 Blackbaud
  15. 15. Who is f*cking it up? Because, it’s hard... User Forum | Page #15 © 2010 Blackbaud
  16. 16. Because, it’s hard ...And, sometimes life comes at us fast User Forum | Page #16 © 2010 Blackbaud
  17. 17. So...Focusing on the activities that produce results is critical to success User Forum | Page #17 © 2010 Blackbaud
  18. 18. Google Analytics – A Crash Course Dominic Taverniti, Internet Solutions Manager
  19. 19. 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. User Forum | Page #19 © 2010 Blackbaud
  20. 20. What Online Metrics Tell You How did they What did How did it get here? they do? work? User Forum | Page #20 © 2010 Blackbaud
  21. 21. No shortage of data…what is most valuable? User Forum | Page #21 © 2010 Blackbaud
  22. 22. 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. User Forum | Page #22 © 2010 Blackbaud
  23. 23. Google Analytics Measure Objectives Relevant Visits Conversions / Goals Constituent Action User Forum | Page #23 © 2010 Blackbaud
  24. 24. 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 User Forum | Page #24 © 2010 Blackbaud
  25. 25. Page Analysis – Board of Directors User Forum | Page #25 © 2010 Blackbaud
  26. 26. Page Analysis User Forum | Page #26 © 2010 Blackbaud
  27. 27. Page Analysis – Navigation Summary User Forum | Page #27 © 2010 Blackbaud
  28. 28. Page Analysis – Navigation Summary Insert more slides from Dominic……. User Forum | Page #28 © 2010 Blackbaud
  29. 29. Page Analysis – Attention Span User Forum | Page #29 © 2010 Blackbaud
  30. 30. Page Analysis – Connection Speed & Flash 8 Visitors on Dialup 16 Visitors without Flash User Forum | Page #30 © 2010 Blackbaud
  31. 31. Page Analysis – Conclusion Actionable Steps • Guide the audience into the site • Include content links • Add call-out navigation to content • Leverage audience engagement level and technical capability • 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 User Forum | Page #31 © 2010 Blackbaud
  32. 32. Google Analytics – Simmons College Alumni Community User Forum | Page #32 © 2010 Blackbaud
  33. 33. Google Analytics – keyword comparison Furman University Simmons College User Forum | Page #33 © 2010 Blackbaud
  34. 34. Giving Page Analysis User Forum | Page #34 © 2010 Blackbaud
  35. 35. Giving Page Analysis Navigation Summary : 35% go to tertiary pages • Contact Us • Make An Online Gift • Why Support Simmons User Forum | Page #35 © 2010 Blackbaud
  36. 36. Giving Page Analysis Browser size : http://browsersize.googlelabs.com/ User Forum | Page #36 © 2010 Blackbaud
  37. 37. Giving Page Analysis – Conclusion 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 User Forum | Page #37 © 2010 Blackbaud
  38. 38. 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 • 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 User Forum | Page #38 © 2010 Blackbaud
  39. 39. Unique Identifiable Visitor – As Viewed in The Raiser’s Edge User Forum | Page #39 © 2010 Blackbaud
  40. 40. Unique Identifiable Visitor – As Viewed in The Raiser’s Edge User Forum | Page #40 © 2010 Blackbaud
  41. 41. Unique Identifiable Visitor – As Viewed in The Raiser’s Edge Combine web activity with other data to create prospect lists Query example: Visited Prospect # of Gifts ‘Legacy AGE > 60 List for PG >5 Giving’ Officer Web Page User Forum | Page #41 © 2010 Blackbaud
  42. 42. 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=55578& hl=en RSS Feed subscription tracking: Feedburner: http://feedburner.com Extras Google Browser Size: http://browsersize.googlelabs.com/ User Forum | Page #42 © 2010 Blackbaud
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