072810 kpi

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072810 kpi

  1. 1. Key Performance Indicators for Prepared by Peter Lloyd Johnson Marlboro College Graduate Center Capstone Project August 7, 2010
  2. 2. Peter Lloyd Johnson Key Performance Indicators August 7, 2010 – Capstone Proposal High-level Objectives: 1. Refresh the current VPFD website design and content so that it speaks clearly to the organization’s target audiences and reflects a standard of professionalism and experience that is expected of the organization; 2. Design a standard email template that generates click-throughs to the Vermont Partnership's website; 3. Optimize content to improve search by web browsers; 4. Provide keyword research and recommendations to guide editing of site content; 5. Create a limited social media plan involving Facebook to generate “fans” and extend the community served by VPFD. Strategic Objective Objective Which objective does this indicator relate to: # 1-above Key Performance Question: Is the mission of the Vermont Partnership clearly expressed by the text and information What are our info needs? displayed on the home page design? What is the true nature of VPFD's activities? Who is asking the question? The VPFD's executive director; board of directors; organization case workers. Who is the info customer? Why are they asking? Info Clarity of purpose will attract a broader audience for services the organization offers. Clarity used for what? results in greater support if the organization truly delivers on its stated mission. KPI Name Metric measure: Home Page message clarity Data collection method Survey Monkey - administered to database of email sign-ups What is the Readers will rate home page content clarity on a scale of 1 (opaque) through 5 formula/scale/assessment (clear/concise). Re-writing of content will be undertaken if aggregate score falls below 4 How often, when and for how Collection will continue until a score of 4+ is achieved for a period of one month. long do we collect data? Who collects the data? Assistant to the Executive Director with help from Capstone student (PLJ). What is the target or Target threshold is a score of 4.5. performance thresholds? Who is the primary and Primary audience is the Executive Director, a member of the board of directors who regularly secondary audience for this comments on web best practices and the Capstone student (PLJ). indicator? Reporting frequency - when The survey will be administered upon launch of the refreshed website (Tentative: 10/1). It and how long will this indicator will continue until a target threshold of 4.5 is achieved for three weeks. be reported? Reporting channel (which Bi-annual review by board of directors, Monthly review by executive director channels will be used to report? Reporting formats (in which A number assessed according to a Likert scale (1=Strongly disagree, 2=Disagree, 3=Neither formats will the information be agree nor disagree, 4=Agree, 5=Strongly agree) Survey Monkey reported?
  3. 3. Peter Lloyd Johnson Key Performance Indicators August 7, 2010 – Capstone Proposal High-level Objectives: 1. Refresh the current VPFD website design and content so that it speaks clearly to the organization’s target audiences and reflects a standard of professionalism and experience that is expected of the organization; 2. Design a standard email template that generates click-throughs to the Vermont Partnership's website; 3. Optimize content to improve search by web browsers; 4. Provide keyword research and recommendations to guide editing of site content; 5. Create a limited social media plan involving Facebook to generate “fans” and extend the community served by VPFD. Strategic Objective Objective Which objective does this indicator relate to: # 2-above Key Performance Question: Is the Vermont Partnership's email initiative succeeding in driving readers to targeted pages What are our info needs? on the website? Who is asking the question? The VPFD's executive director; board of directors; organization case workers. Who is the info customer? Why are they asking? Info Allocation of resources. Does the initiative warrant the amount of time and expense required used for what? to generate email content, formatting and database management and mailing? KPI Name Metric measure: Email site generation Data collection method Research metrics offered by Mailbuild; Google analytics What is the Percentage of respondent who clicked-through to content landing page. Time spent on formula/scale/assessment website. Bounce rate from landing page. How often, when and for how Bi-monthly - Information will be collected during each release of Vermont Partnership e- long do we collect data? newsletter blasts Who collects the data? Assistant to the Executive Director with help from Capstone student (PLJ). What is the target or 40% click-through to landing page. 25% click-through to end point of intended path performance thresholds? Who is the primary and Primary audience is the Executive Director, a member of the board of directors who regularly secondary audience for this comments on web best practices and the Capstone student (PLJ). indicator? Reporting frequency - when Metrics will be recorded for each e-newsletter initiative. and how long will this indicator be reported? Reporting channel (which Bi-annual review by board of directors, Monthly review by executive director channels will be used to report? Reporting formats (in which Chart showing % of Database to click through. Mailbuild and Google Analytics formats will the information be reported?
  4. 4. Peter Lloyd Johnson Key Performance Indicators August 7, 2010 – Capstone Proposal High-level Objectives: 1. Refresh the current VPFD website design and content so that it speaks clearly to the organization’s target audiences and reflects a standard of professionalism and experience that is expected of the organization; 2. Design a standard email template that generates click-throughs to the Vermont Partnership's website; 3. Optimize content to improve search by web browsers; 4. Provide keyword research and recommendations to guide editing of site content; 5. Create a limited social media plan involving Facebook to generate “fans” and extend the community served by VPFD. Strategic Objective Objective Which objective does this indicator relate to: # 3 & 4 -above Key Performance Question: Has content for the Vermont Partnership for Fairness and Diversity's website been optimized What are our info needs? for efficient search by major search engines? Who is asking the question? The VPFD's executive director; board of directors; organization case workers. Who is the info customer? Why are they asking? Info Allocation of resources. Does the initiative warrant the amount of time and expense required used for what? to generate email content, formatting and database management and mailing? KPI Name Metric measurement: Site optimization Data collection method Wordtracker keyword search and organic search using Google, Yahoo and MSN. What is the Page ranking results for phrases commonly used to search for: "Vermont Social Justice", formula/scale/assessment "Vermont Discrimination", Vermont Race relations", "Vermont Harassment". Website grader report: http://websitegrader.com/site/www.vermontpartnership.org How often, when and for how Monthly collection. long do we collect data? Who collects the data? Assistant to the Executive Director with help from Capstone student (PLJ). What is the target or Page one ranking for key phrases outlined above. Monthly percentage increase in performance thresholds? Hubspot's monthly website grader report. Who is the primary and Primary audience is the Executive Director, a member of the board of directors who regularly secondary audience for this comments on web best practices and the Capstone student (PLJ). indicator? Reporting frequency - when Monthly reporting of page ranking by set key phrases. Monthly website grader report. and how long will this indicator be reported? Reporting channel (which Bi-annual review by board of directors, Monthly review by executive director channels will be used to report? Reporting formats (in which Chart showing organic page rank at the end of each month for standard search phrases. formats will the information be Website grader will be a percentage. reported?
  5. 5. Peter Lloyd Johnson Key Performance Indicators August 7, 2010 – Capstone Proposal High-level Objectives: 1. Refresh the current VPFD website design and content so that it speaks clearly to the organization’s target audiences and reflects a standard of professionalism and experience that is expected of the organization; 2. Design a standard email template that generates click-throughs to the Vermont Partnership's website; 3. Optimize content to improve search by web browsers; 4. Provide keyword research and recommendations to guide editing of site content; 5. Create a limited social media plan involving Facebook to generate “fans” and extend the community served by VPFD. Strategic Objective Objective Which objective does this indicator relate to: # 5 -above Key Performance Question: Are social media tools such as Facebook generating constructive dialogue to advance the What are our info needs? mission of the Vermont Partnership for Fairness and Diversity? Who is asking the question? The VPFD's executive director; board of directors; organization case workers. Who is the info customer? Why are they asking? Info Allocation of resources. Does the initiative warrant the amount of time and expense required used for what? to oversee and manage the required interaction necessary for dynamic content? KPI Name Metric measure: Facebook Social media Data collection method Facebook Insights What is the Tracking of Audience stats: age, gender, county of residence. Also, total interactions, total formula/scale/assessment interactions per post. How often, when and for how Monthly collection. long do we collect data? Who collects the data? Assistant to the Executive Director with help from Capstone student (PLJ). What is the target or Facebook: Monthly increase in "Likes", total interactions, Comments, Wall Posts, Post performance thresholds? Quality. Who is the primary and Primary audience is the Executive Director, a member of the board of directors who regularly secondary audience for this comments on web best practices and the Capstone student (PLJ). indicator? Reporting frequency - when Monthly reporting of page ranking by set key phrases. Monthly website grader report. and how long will this indicator be reported? Reporting channel (which Bi-annual review by board of directors, Monthly review by executive director channels will be used to report? Reporting formats (in which Charts showing: 1. "Users Who Interact With Vermont Partnership for Fairness and formats will the information be Diversity"; 2) "All People Who Like Vermont Partnership for Fairness and Diversity." Data reported? will be copied directly from Facebook Insights page available through the site administrator.

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