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DANA week 3 presentation analytics


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Presentation for DANA regarding measurement of digital marketing for non-profits and what do they truly want to measure; what matters most, and how to make the numbers turn into meaningful action

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DANA week 3 presentation analytics

  2. 2. What We’ve Covered So Far✦ Intro to the Most Popular Social Networks✦ Branding- Finding your voice and communicating that to others✦ Looking at your organization in a “customer-centric” way✦ Make your website your hub and marketing (including social) as the spokes into the hub✦ Understand how best to deliver on your “promise” to your community✦ Social and digital are ingredients in an overall organization communication & marketing strategy
  3. 3. Session 3 Where’s my Return on Investment? Understanding Search and Analytics✦ How do We Measure Social Media and its value?✦ Google’s Zero Moment of Truth- when do customers make decisions?✦ Customer feedback loops- why after the sale is as important as conversion✦ Using Google tools to help you time your content and check on your competition✦ Keywords, Tagging, Pay Per Click and the ever-changing SEO landscape- Fish where the Fish are✦ Numbers are helpful, Insight is better
  4. 4. When do customers make decisions?
  5. 5. First- the Business World
  6. 6. Why?Because in the end, it’s still about people,“product” (your cause), and revenues to keep it all going
  7. 7. product reviews =Shelf = web charity watch, feedback
  8. 8. Attention Battle = Information War
  9. 9. Non-profit Context• Mom in Minivan trying to coordinate volunteers for the school’s 5 K in a few weeks• Accountant trying to help clients do year end planning and looking for local nonprofits to steer donations• High school kids looking for a place to get in volunteer hours• Newly retired individuals looking for ways to give back to the community• Relocated people looking to get to know and get involved in the community
  10. 10. Information is everywhere
  11. 11. Google Analytics
  12. 12. Other Google Tools
  13. 13. Google Keyword Tools
  14. 14. SEO/SEM:Using Search to gain Mind Share
  15. 15. Elements of Search• Keywords for “industry”; Create an SEO Dictionary for your organization• Look at Google Trends for seasonality, location• Tag content, pictures, etc. with keywords and work into posts as frequently as possible
  16. 16. SEO rich topics, aka Linkbait• Lists- 10 things I Hate About _____, 25 ideas for the New Year• Great Titles• Advice• Workflow• Help for your customer/audience
  17. 17. Example• 2011/12/05/5-things-that-drive-me- crazy/• Picked up by NYT business blog• Asked to reprint with credit and bio in his newsletter
  18. 18. Take Homes• Increased use of web and mobile across the board means non-profits need to be online and mobile, too• Think like a business- How do I contact my “users”? Do I need separate sites, area of the same site, etc.?
  19. 19. • Getting on an individual’s consideration list- look for natural partnerships, opportunities• Treat every “user” as precious• Look for stories to help you create continuous content strategy• How to be there “before the sale”- awareness and specific ask/need
  20. 20. Community• Becoming part of the community means more than just doing good things• Make dollars count; know what people need or want• When in doubt, ASK.• Make sure all ‘users’ feel valued and a part of the organization• The ‘care and feeding’ of existing volunteers and donors is as or more important than extending your base.
  21. 21. What’s Your Time Worth?
  22. 22. Income /2080 = Hourly Rate
  23. 23. $40,000/ yr = $19.23/hr
  24. 24. ConsiderCost of a lost Volunteer/donor in terms of lostrevenue/time saved and-Loss of additional folks due to word of mouthCost of Retention- what do you have to do tokeep existing volunteers/donors happy?Churn rate- how many people leave? And whatdoes it cost to replace them?
  25. 25. Lifetime Value of a CustomerFormula includes: Average number of years a ‘customer’ does business with you Average revenue/value of time spent per ‘customer’ per year Estimated costs to deliver products/services- how long to train, costs of soliciting donations, etc.
  26. 26. The End
  27. 27. Contact Info:Whitney HoffmanHoffmandigitalmedia@gmail.comTwitter: @whitneyhoffman, @ldpodcastFacebook: Whitney HoffmanGoogle Voice: (302) 482-4599Mobile: (302) 562-6507URL: