Evaluating Your Efforts: Campaign Measurement & Optimization- Ritu Sharma

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Evaluating Your Efforts: Campaign Measurement & Optimization- Ritu Sharma

  1. 1. Evaluating Your EffortsCampaign Measurement & Optimization Ritu Sharma Long Beach Nonprofit partnership 1
  2. 2. Measurement Basics StrategyOptimize Execute Analyze Measure 2
  3. 3. Basic Steps for Measurement• What Does Success Look Like• Strategy• Benchmark• Metrics – Key Performance Indicators• Costs• Select Right Tool to Collect Data• Apply & Optimize (KD Paine’s Framework) 3
  4. 4. What Does Success Look Like?• Awareness• Reputation• Relationships• Specific Actions• Donations• Recruitment- Staff & Volunteers 4
  5. 5. Benchmark 5
  6. 6. Execute 6
  7. 7. Measure 7
  8. 8. What to Measure 8
  9. 9. What to Measure What Measure could you Everything Measure?Measure what Matters Most 9
  10. 10. Metrics that Matter• Number of Likes• Number of Twitter Followers• Percentage of Retweets• #FF mentions• New Volunteers• Job Applications Received• New Board Members Recruited• New Donors• Tickets Sold (Events) 10
  11. 11. Set Goals- Map MetricsGoals Metrics to MeasureGrow Email List of Supporters # Newsletter SubscribesIncrease Comments on Blog Avg. # Comments / PostIncrease Website Visibility Increase in Traffic/linkbacksHave Visitors Stick Around Bounce RateGet People to Take Action # of Petition SignaturesGet People to Attend Event # of Registrants Based on Socialbrite.com resources 11
  12. 12. Measurement Tools• Facebook Insights• Google Analytics• Metric.ly• Rowfeeder.com/freebies• Crowdbooster.com (Twitter)• Hootsuite (Links) 12
  13. 13. Facebook Insights 13
  14. 14. Facebook Insights 14
  15. 15. Facebook Insights 15
  16. 16. Google Analytics 16
  17. 17. Google Analytics 17
  18. 18. Hootsuite Stats 18
  19. 19. Optimize & Refine 19
  20. 20. Thank You!Ritu@SM4NP.org @RituSharma1 20

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