In this session, we address how to measure your online stats and demonstrate impact. We look at web analytics, newsletters and social media. Ideal for those comfortable with analytics.

1. Online metrics
+ how they matter

2. You are designing and inputting information and content
into a public online system
interacting with the same or different audiences you work
with face to face
to build relationships and achieve your organisational aims
Why are we here?

3. MONITOR AND EVALUATE REPORT
You want to track and review to
see if your content and approach
works for your target audiences
if there is engagement and the
likelihood of impact.
You want evidence to
demonstrate to others how your
approach and content bring
about organisational goals, and
how you are spending your
resources well.
Metrics allow you to:

4. Relationship flywheel
Reach,
Brand awareness,
word of mouth,
knock on effect...
Likes, shares,
views, comments,
shares, DMs,
follows, clicks,
attendance,
questions, opens...
Link clicks, completed online
action, donations signatures,
conversion, attendance,
knowledge acquisition
Organic growth over
time, long term
relationships, loyalty,
regular positive
sentiment, advocacy,
recurring actions...

5. ENGAGEMENT
REACH
Broad
ACTION
very specific
ENGAGEMENT
specific
Reach refers to: the
amount of unique
audience members have
seen your content.
Engagement means the various
ways your audiences have
interacted with your content
thanks to seeing it. A portion of
your reach engages
Action means that your
content has led to action
of some sort – which can
be tracked. Less people
tend to take action.
The holy trinity

6. Reach – traffic, pageviews
Engagement – pageviews, time on page, events like
downloads, link clicks
Actions: events
Sentiment: commentary
SOCIAL
MEDIA
Reach – reach, impressions
Engagement – clicks, views, likes, shares, comments,
retweets, etc.
Actions: all of the above and conversions (if you are
using these)
Sentiment: commentary
Reach – size of database
Engagement – Opens, clicks
Actions: Usually happens on another platform
Sentiment: commentary/ feedback
WEB
NEWS-
LETTERS

7. What do you want to bring about
and why?
INTENTION
If you are trying to build caseload or public awareness about
issues, reach and engagement and community size are great to
track intentionally.
if you are trying to get people to do something specific like sign a
form or donate, action behaviours take on special importance.
but... every stage of a journey tells you something important!

8. Engagement rates are the gold of the social media industry.
Account indicators like followers and impressions count for something. But engagement metrics l–
such as the number of likes and comments indicate value.
Most social media marketing experts agree that a good engagement rate is between 1% to 5% —
but the more followers you have, the harder it is to achieve.
There are a few ways to work out or report on your engagement rate. Let's take a look at
Hootsuite's resources for some excellent ways to work out rates.
https://blog.hootsuite.com/calculate-engagement-rate/
Rates?
Rates measure the behaviour journey
and help you understand segments of
interaction.
Number/ total *100
ER post = Total engagements on a
post / Total followers *100

9. Appropriate time on
page/ not bounced
ENGAGEMENT/
ACTION
A classic relationship journey of rates
First step
1.
Social media
post to attract
REACH
Second step
Click through to a
new page/ view
ENGAGEMENT
Third step
Initiates the action
that has been called
ACTION
Fourth step
Completes the
activity.
ACTION
Fifth step
How many people and actions on each step?
Come back, tells
others
RETURN, LOYALTY
And beyond

10. Analysis
What happened?
Why did it happen?
How do we know why it happened?
What did we learn from it?

11. Depths of analysis
Account page level – longer
term views, averages, growth,
size
Content level view – more
immediate, events, engagement
Response view: sentiment, further
action, type of community

12. You want to move away from reporting like this:
"We successfully posted 20 posts on Facebook in May 2020"
To:
"Between February and March, we reached 500 0000 people with our
content; we achieved a high engagement rate of 5% on average
across our posts. In this same period, we saw an increase in
attendance at our monthly webinar event and a 20% increase in
donations over time between these dates."
Remember: quality not quantity