© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
Cheryl Black, Abila
@CLBlack425 and @Abila_Inc
MEASURING
WHAT MATTERS
2 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
WHERE WE’RE GOING
• 1-Hour Audit
• Goal Setting
• Make it Matter
• Tools & Ti...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
1 HOUR AUDIT
4 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
1 HOUR AUDIT*
Message & Brand
• Consistency
• Focus
• Quick Wins
Resources
• ...
5 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
1 HOUR AUDIT*
Community
• Size
• Demographics
• Partners
Engagement
• Clicks
...
6 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
30 MINUTE BONUS ROUND
Outsiders
• Competition
• Models
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
GOAL SETTING
8 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
KPIs
Awareness & Acquisition
• Impressions
• Target Audience Growth
Considera...
9 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
GOAL SETTING
Past
• Resources
• Growth to date
Present & Future
• Resources
•...
10 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
MEASUREMENT
Tools & Resources
• Channel Insights
• Link Tracking
• Google An...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
MAKE IT MATTER
12 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
MAKE IT MATTER
Context
• Timeframe
• Growth percentage
Correlation
• Increas...
13 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
EXAMPLE
Context
• 300 site visits were sourced from Facebook last month (+15...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
TOOLS & TIPS
15 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
TOOLS & TRICKS
URL Shortening & Tracking
• Bit.ly
• Google
Google Analytics
...
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
Please send any questions to
Cheryl.Black@Abila.com
THANK YOU
Upcoming SlideShare
Loading in...5
×

Measuring What Matters, Starting with Benchmarking

306

Published on

Cheryl Black, Campaign Marketing Manager, Abila
Twitter Handle: @CLBlack425
We all know we’re supposed to review digital metrics and make changes accordingly. But how many of us brush over metrics when we get busy? Or aren’t sure what to do with the data once we have it? Cheryl will review simple ways to gather meaningful metrics with minimal effort — and offer suggestions on implementing actionable changes.

Published in: Social Media
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
306
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Measuring What Matters, Starting with Benchmarking

  1. 1. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA Cheryl Black, Abila @CLBlack425 and @Abila_Inc MEASURING WHAT MATTERS
  2. 2. 2 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA WHERE WE’RE GOING • 1-Hour Audit • Goal Setting • Make it Matter • Tools & Tips
  3. 3. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 1 HOUR AUDIT
  4. 4. 4 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 1 HOUR AUDIT* Message & Brand • Consistency • Focus • Quick Wins Resources • Staff • Tools • Budget
  5. 5. 5 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 1 HOUR AUDIT* Community • Size • Demographics • Partners Engagement • Clicks • Endorsements • Shares
  6. 6. 6 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 30 MINUTE BONUS ROUND Outsiders • Competition • Models
  7. 7. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA GOAL SETTING
  8. 8. 8 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA KPIs Awareness & Acquisition • Impressions • Target Audience Growth Consideration & Conversion • Subscription • Clicks • Endorsements
  9. 9. 9 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA GOAL SETTING Past • Resources • Growth to date Present & Future • Resources • Growth goals
  10. 10. 10 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA MEASUREMENT Tools & Resources • Channel Insights • Link Tracking • Google Analytics Frequency • Tracking • Reporting
  11. 11. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA MAKE IT MATTER
  12. 12. 12 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA MAKE IT MATTER Context • Timeframe • Growth percentage Correlation • Increased activity • Adjusted strategy Relevance • Programs • Funds
  13. 13. 13 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA EXAMPLE Context • 300 site visits were sourced from Facebook last month (+15% MoM). Correlation • Half of those visits are directly related to our new “Sam’s Scholarship” video. Relevance • Visitors from Facebook spent 40% more time on the scholarship application page than other visitors.
  14. 14. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA TOOLS & TIPS
  15. 15. 15 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA TOOLS & TRICKS URL Shortening & Tracking • Bit.ly • Google Google Analytics • Campaigns • URL Builder Excel • [(New-Old)/Old]*100 = % Change • Charts!
  16. 16. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA Please send any questions to Cheryl.Black@Abila.com THANK YOU

×