Analytics in your nonprofit; measuring Facebook


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These are the slides from our panel at the Personal Democracy Forum 2010 conference on Web Analytics. These slides covered my section and Alisa Aydin from US Fund for UNICEF.

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Analytics in your nonprofit; measuring Facebook

  1. 1. Using Web Analytics Tools to Make Your Organization More Effective<br />Shabbir J. Imber Safdar, Moderator<br />Alisa Aydin, US Fund for UNICEF<br />Ken Deutsch, Morningside Analytics<br />Shayna Englin, Englin Consulting<br />
  2. 2. What we’re covering today<br />What is analytics? Where do I start? (Shabbir)<br />Measuring Social Media (Alisa)<br />Measuring Movement In Social Media (Ken)<br />Measuring Advocacy (Shayna)<br />
  3. 3. Does this sound like you?<br />“We have Google Analytics installed. We look at reports of numbers of visits and sources of traffic.”<br />“We track our email open and clickthru rate closely, but we haven’t wildly changed the number of emails we send, or segmented our list.”<br />“We’re going to get Google Analytics installed to see what is working in our marketing.”<br />
  4. 4. Questions to ask yourself<br />What is the one big goal that your online efforts can fulfill that everyone would appreciate?<br />Until you focus reporting about your activities on this goal, analytics in your org will be a hobby (weakly budgeted).<br />
  5. 5. What is analytics?<br />A well-run analytics program involves a perpetual cycle of “measure-learn-adjust”, over and over again.<br />It lets you focus your entire org on your goals, which means you can stop doing stuff that doesn’t work.<br />It forces you to segregate your audience so you don’t treat them all as one big average.<br />
  6. 6. Starting an analytics program<br />Define your big goals; get high level support<br />Figure out the events that impact your goals and how to measure that goal with the tool<br />Stop reporting what doesn’t influence the outcome<br />Experiment, measure, analyze<br />Design new experiment<br />Repeat forever<br />Forever<br />
  7. 7. Analytics for UNICEF-USA<br />Big Goal = raise $$<br />Everyone can understand it<br />Allows cross-channel comparison<br />Download at<br />
  8. 8. 20K fans at the time of the study<br />FB drove almost 2% of site traffic<br />FB clicks converted to donors at 1.8%<br />UNICEF on Facebook<br />Which means that FB is measurably producing donations for UNICEF-USA.<br />(Who said measuring social media is hard?)<br />
  9. 9. The Funnel<br />
  10. 10. UNICEF should always post on Wed, Thurs, Fri<br />
  11. 11. UNICEF shouldn’t post more than 3x per day<br />Clickthrough:<br />
  12. 12. No Surprise:Extremely High Profile News = Big Clickthrough<br />
  13. 13. Optimize:Link to donation-enabled pages during high profile events<br />
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