Its Not DM If You Cant Track It - Holmes


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Social media is an important part of online communications and should be part of your nonprofit's marketing, engagement, and fundraising strategy. But you shouldn't just jump in blindly, you need to approach social media with the same diligence and attention to detail that you use with your direct mail, email, and telemarketing programs.

This panel will discuss the best practices for creating social media campaigns that not only integrate with the rest of your marketing efforts and maximize viral potential, but are also set up from the beginning to be trackable and thus reportable. We'll also discuss what to do with all the data that comes from these campaigns, since data for data sake is fun, (for some of us at least!) but in the end is useless.

Session Takeaways:
1) How to create trackable and reportable social networking campaigns
2) How to use that data for your forecasting, strategy, and testing planning
3) Best practices on integrating social web campaigns with the rest of your communications and fundraising strategy

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Its Not DM If You Cant Track It - Holmes

  1. 1. It’s Not Direct Marketing If You Can’t Track It! Analyzing the Social Web<br />#11NTCsmTrack<br />Brenna Holmes, AH&A<br />Heather Shelby, EDF<br />Lauren Guite, EDF<br />
  2. 2. Our Speakers: AH&A<br />Brenna Holmes (@bfholmes & @ahadirect), Senior Strategist & AE, Interactive Services, Adams Hussey & Associates.<br />I work on all things cross-channel & advocacy/fundraising integration, online list growth w/paid & earned media. My specialty’s integrating traditional direct marketing w/the social web & search to maximize supporter engagement &organizational loyalty. I’m also a graphic designer & have 2 master’s degrees from Syracuse University.<br />
  3. 3. Our Speakers: EDF<br />Heather Shelby (@heathershelb), Online Membership Associate, Environmental Defense Fund<br />I started out working as an email consultant for Members of Congress, moving into the Non-Profit world a few years ago. At EDF, I focus on email advocacy & fundraising, especially in cultivating segments of our file (such as superactivists, sustainers, etc), as well as handling our Facebook page.<br />Lauren Guite (@lguite, @EnvDefenseFund), Online Marketing and Outreach Coordinator, Environmental Defense Fund<br />I've been working in advocacy for 7+ years with environmental non-profits. I started with on-the-ground grassroots organizing, moved on to grasstops organizing and then finally online organizing. Currently I help EDF staff develop, implement and measure social media strategies, provide trainings and conduct online outreach.<br />
  4. 4. Session Evaluation<br />Each entry via text or web is a chance to win great NTEN prizes throughout the day! <br />TEXT<br />Text #11NTCsmTrack<br />to 69866.<br />ONLINE<br />Use #11NTCsmTrack<br /> at <br /><br />Session Evaluations <br />Powered By:<br />
  5. 5. What You Can Look Forward To<br />Best practices on integrating social web campaigns with the rest of your communications and fundraising strategy<br />How to create trackable and reportable social networking campaigns <br />How to use that data for your forecasting, strategy, and testing planning<br />
  6. 6. A Couple Case Studies<br />Environmental Defense Fund (EDF)<br />California State Parks Foundation (CSPF)<br />& Then …<br />Time for Questions<br />
  7. 7. EDF’s Social Media Evolution: The Beginning<br />If you want to stay in the game as a thought leader, you need to be online where the conversation is happening. Luckily, EDF’s leadership recognizes that.<br />Held an EDF retreat focused on social media to encourage staff to get in the game.<br />An explosion of social media requests!<br />How do we make sure we’re investing wisely? <br />
  8. 8. EDF’s 1st Steps into SM<br />Blogs<br />2007 launched Climate411<br />How to make a blog measurable & worthwhile:<br />Clearly define goals<br />Define your audience including where they are and what they want from you<br />Understand resources, both what’s necessary and what you have<br />Define and revisit your metrics often<br />EDF Now has 16 different blogs!<br />
  9. 9. Examples<br />The Chemicals & Nanomaterials<br />Goal: to advance chemical policy reform by reaching key policymakers, industry and other advocates/NGOs.<br />Audience: key policymakers, industry and other advocates/NGOs<br />Metrics:feedburner subscriptions, networks, referring sites, links to blog from other reputable and related blogs, ASK!<br />
  10. 10. Examples<br />Texas Clean Air<br />Goal: educate the public on the current status of air quality in TX, inform the public on opportunities for fighting for cleaner air, resource for assessing the air quality at TCEQ monitors<br />
  11. 11. Examples<br />Texas Clean Air<br />Audience: legislators, TCEQ staff, Texan activists, journalists<br />Metrics: more unique views by a broader audience, more pick up on general green, health and mommy blogs, more social sharing, more actions<br />
  12. 12. EDF’s Facebook Evolution: The First Fans<br />
  13. 13. EDF’s Facebook Evolution: Organic Growth<br />
  14. 14. EDF’s Facebook Evolution: Ad Experimentation<br />
  15. 15. EDF’s Facebook Evolution: Using Metrics – What Works & What Doesn’t<br />
  16. 16. Building your own metrics<br />Step 1: Set Goals <br />“Give me a stock clerk with a goal and I’ll give you a man who will make history. Give me a man with no goalsand I’ll give you a stock clerk.” – J.C. Penney<br />“If you don’t know where you are going, you will wind up somewhere else.” – Yogi Berra<br />
  17. 17. Step 2: Reaching Your Audience<br />With clear goals in sight, the next step is getting your message to as many people as possible. <br />Awareness is the first step in bonding a Facebook user with your organization. <br />Prospective fans = mix of those who should be interested in your organization and those who already are. <br />Those who should are your target of choice<br />Experiment with Facebook Ads’ targeting to find those people <br />
  18. 18. Step 3: Triggering Action<br />This is where your metrics must go beyond simply the number of fans you’ve managed to obtain. <br />What kind of posts encourage engagement? <br />Test it out, and keep track of what works best. <br />Source your action alerts and any sign-up opportunities on Facebook<br />
  19. 19. EDF & Twitter<br />Just because it is only 140 characters doesn’t mean it takes any less planning!<br />Same strategic process IS necessary:<br />Clearly define goals<br />Define your audience including where they are and what they want from you<br />Understand resources, both what’s necessary and what you have<br />Define and revisit your metrics often<br />
  20. 20. The Evolution of @EnvDefenseFund<br />2008<br />Goal: get word about our work out <br />Audience: activists, influentials, journalists<br />Metrics: # of followers, lists, retweets, and mentions<br />Tactics: live-tweeting, rt & @ mention influentials, make fact sheets tweetable, twitterviews, etc.<br />
  21. 21. The Evolution of @EnvDefenseFund<br />ACES (climate bill of 2009) in the House caused huge fight on Twitter to get messaging out <br />Started looking at sentiment (on Twitter & blogs or targeted Tweeters)<br />Added hashtag use to metrics: #capandtrade vs. #capandtax<br />New tactics included creating a Twitter Tool kit ( <br />
  22. 22. The Evolution of @EnvDefenseFund<br />Post-Staff Retreat<br />More and more staffers want to use Twitter so we developed the same kind of planning template for Twitter that we have for blogs (EDF’s Twitter List: @EnvDefenseFund/edfers) <br />All Twitterers to use and track click throughs<br />
  23. 23. The Evolution of @EnvDefenseFund<br />Current goals & metrics for @EnvDefenseFund<br />Goals: Drive traffic to our blogs & website<br />Metrics: source codes to better track links shared, mentions as well as rts, followers and lists<br />New Tactic: writing tweets for click-throughs over RTs now<br />Tweeting more strategically means more focus = less of my time<br />
  24. 24. Jumping In<br />California State Parks Foundation<br />May 26, 2009 – Sacramento releases news that 220 parks may close due to budget cuts<br />Online, Direct Mail, and Telemarketing worked together to increase awareness of the imminent threat and garner public support to save California’s magnificent state parks and beaches.<br />This was CSPF’s first use of multiple online channels<br />Crisis drove robust adoption, but staff commitment to their digital brand has maintained & improved their online presence since<br />
  25. 25. Online & DM urgent prospecting bolstered by Online & TM conversion follow-up<br />Care2 petition, over 14,000 signers<br />Facebook Friend Get a Friend campaign<br />10 times the fans in 4 days<br />90 times the fans in 4 months (517  48,828. Now over 58,200 fans!)<br />Google & Facebook Ads 24,512 clicks<br />Over 75% of petition signers camefrom Facebook and Google Ads <br />Multichannel & Multimedia<br />
  26. 26. FB Tools & Tracking<br />Facebook Page Insights<br />Page Views & Unique Page Views<br />Tab Views & Referrals<br />“Likes” (formerly known as Fans)<br />Demographics<br />Interactions<br />Click & Conversion Tracking<br /> pro,, Convio source codes<br />FBML 6 = Welcome tab<br />FBML 8 = Get Involved tab<br />FBML 3 = Donate tab<br />Most growth at the beginning of the campaign<br />Most growth at the beginning of the campaign<br />New peak in growth w/new summer budget campaign<br />Never goes below 0% growth<br />
  27. 27. Twitter Tools & Tracking<br />Followers<br />Lists<br />You follow. Great for keyword/topic searches!<br />Following you. Shows how many people value your content at a higher level<br />RTs & Replies<br />When & How much you tweet<br />Click & Conversion Tracking<br />Track your most popular types of content and your referral & regional stats.<br />Hootsuite has Google Analytics overlays & all sorts of fun new reports with their Pro Editions!<br />
  28. 28. Q&A<br />Time for … <br />