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Wednesday, December 8, 2010
Sponsor




                              www.CreativeTechnology.org


Wednesday, December 8, 2010

Provided venue FREE for last month and this month too. Until mid March, when they open W2
Woodwards.
Wireless internet

                                SSID: W2 Storyeum
                                Pass: 6046444349




Wednesday, December 8, 2010
Things you should
                                    know

                   • My name’s Eli. I’m your volunteer organizer
                   • Washrooms are over there!
                   • Sign-up at NetTuesday.ca for updates


Wednesday, December 8, 2010
What is Net Tuesday?

                   • Net Tuesday is an initiative of TechSoup
                   • Monthly meetups for nonprofits and their
                          allies in technology, marketing and
                          communications.




Wednesday, December 8, 2010
A global network of
                               volunteers




Wednesday, December 8, 2010

85+ monthly meetups
Goal conversion with
                       Google Analytics


Wednesday, December 8, 2010

Nerd times!
Wednesday, December 8, 2010

So, you think the topic is boring? OR....
Wednesday, December 8, 2010

TERRIFYING!
Let’s be data nerds



Wednesday, December 8, 2010
Wednesday, December 8, 2010

Our time is precious. Let’s not waste it by investing our time in the wrong strategies. Only
have enough time to deal with two marketing/communications channels? This case study
should help you figure our which channel brings you the most value.
The experiment



Wednesday, December 8, 2010
http://action.davidsuzuki.org/C-311




Wednesday, December 8, 2010

A standard petition.

Protesting the Senate’s veto-ing of Bill C-311 The Climate Change Accountability Act.
The Act would have made government accountable for putting in place the solutions to reduce global warming emissions to safe levels – in line with targets that
leading scientists say are necessary to avoid the devastating consequences of uncontrolled climate change.
Share-with-a-friend



Wednesday, December 8, 2010

The secret sauce to any petition is the share feature.
It’s the core of list growth for many organizations.
Wednesday, December 8, 2010

Share on FB and Twitter, plus an email form.
Wednesday, December 8, 2010

And now we REALLY get into data nerdiness
Glaven!



Wednesday, December 8, 2010
Wednesday, December 8, 2010

WHAT WE’RE MEASURING: what % of visitors to the action alert landing page completed the
form and sent an email to the Prime Minister.

NOTE: I didn’t track Twitter with a tracking URL, so I only see traffic generated by people
using the website. Tweetdeck, Twitterific and other applications don’t show up. I also did not
track the share-with-a-friend-by -email link.
Lots of data



Wednesday, December 8, 2010

But what does it mean? Sometimes we have to make educated guesses.
And the data is NEVER 100% accurate. It’s mostly useful as a rough measurement and for
comparing changes vs. real numbers. Ie.) When Google Analytics says you have 100,000
visitors it’s lying, but you can trust it if it sez your traffic has gone up or down 10%. Relative
measures vs. hard numbers.
So we know our
                  conversion rates on
                 Action.Davidsuzuki.org
                           ...

Wednesday, December 8, 2010
But what’s our
                   conversion rate going
                  back one more step to
                  the source website or
                          email?

Wednesday, December 8, 2010
Recipient click-thru rates and conversion rates

                                                                   % click thru TO     # of petitions    Form %
   Source                List/audience size   # of links clicked                                                      Notes
                                                                   form landing page   signed via form   conversion

                                                                                                                      No way to track which
   Facebook.com          110,000     15,155                        ?                   6,365             42%          came via DSF facebook
                                                                                                                      and which came via
                         plus shares                                                                                  other shares
   Direct - inc. email                                                                                                Most of this probably
   shares and Twitter    ??                   12,401               ?                   2,480             20%          comes from the share
                                                                                                                      with a friend link.
   apps
                                                                                                                      Sent to ppl who had
   Action alert email    32,000               8,395                26%                 5,070             60%          completed an action in
                                                                                                                      the past


   Reddit.com            ?                    3,206                ?                   762               24%          A surprise!



   DavidSuzuk.org                                                                                                     Views of homepage
   homepage              18,084               1,966                10%                 255               13%          over two week period

                                                                                                                      Launched several days
   Defi Nature email      5,000                501                  10%                 343               69%          after the English. Issue
                                                                                                                      starting to cool. Not an
                                                                                                                      advocacy-only list.

   Climate blog                                                                                                       Added link mid day on
   (Morag)               1,000                416                  41%                 172               41%          Nov 19. Top of page


                                                                                                                      Most Twitter traffic was
   Twitter               ??                   364                  ??                  92                25%          lost. Probably in
                                                                                                                      "Direct"

   Science Matters                                                                                                    One of many links in
   email                 14,000               292                  2%                  146               50%          email



Wednesday, December 8, 2010

What can we learn from all this?

+ Email tends to have a higher conversion rate than web traffic. Use it! BUT, emails with
several links don’t drive clicks (see Science Matters)

+ Facebook is now the largest driver of traffic to the advocacy pages, and may actually
convert at a higher rate than our general email list.

+DSF homepage drove traffic, but converted very badly. General audience hard to target
Wednesday, December 8, 2010

Ouch!
Let’s wash out brains off after all that hard work.
So, how do you track a
                    campaign like this?


Wednesday, December 8, 2010
Two steps


                   1. Setup task-completed Goals
                   2. Tag your URLS




Wednesday, December 8, 2010
Goals




Wednesday, December 8, 2010

Go into your Google Analytics Settings and add a new goal.
You need to have a separate URL for each step and can’t leave your domain.

Google Help: How to setup goals and funnels. http://goo.gl/bbWoz
Wednesday, December 8, 2010

Stay with me! We’re almost there!
Tagging your links

                              URL-builder:
                              http://goo.gl/v4vQk




Wednesday, December 8, 2010
Action.DavidSuzuki.org
                          to
                   http://Action.DavidSuzuki.org/?utm_source=Science-
                   Matters&utm_medium=email&utm_campaign=C311




Wednesday, December 8, 2010

The tagged URL is gibberish!
But you don’t need to create these manually.
Google campaign URL builder




Wednesday, December 8, 2010

URL-builder: http://goo.gl/v4vQk
Wednesday, December 8, 2010

And you’re done!
Group buying and deals



Wednesday, December 8, 2010
You’ve probably heard about Groupon, the daily deal site that offers discounts if a minimum number of purchase commitments are made. They’ve already got 18 million subscribers and are continuing to grow
rapidly. But did you know that Groupon evolved out of  the social-change focused online community The Point?

	

 •	

   How can nonprofits and social entrepreneurs make use of Groupon and Groupon-like sites?
	

 •	

   What’s the best way to structure the deal?
	

 •	

   Is it right for you and your organization?
The Panel

                         • Annalea Krebs, Founder and CEO of
                                  ethicalDeal
                         • Chris Mathieson, Executive Director of the
                                  Vancouver Police Museum




Wednesday, December 8, 2010
Join panelists Annalea Krebs of ethicalDeal and Chris Mathieson of the Vancouver Police Museum as they share their experiences from both the business and client sides of the relationship.

ethicalDeal launched a daily deal with the David Suzuki Foundation this morning. (Tuesday, December 7)

Annalea Krebs is a passionate social entrepreneur whose vision and energy to build a brighter, more sustainable future inspires those around her. She believes that business can be a powerful force for change,
and loves companies that are built to make the world better. For Annalea, ethicalDeal is an opportunity to introduce more people to sustainable businesses, products & services.

Chris Mathieson is the Executive Director of the Vancouver Police Museum, a self-funded charity that has seen incredible growth (from 3000 to 25,000 visitors a year) over the last five years, partly by being
unafraid to take small risks in social media and other emerging technologies.

A few additional notes from Chris:

“- We’ve offered two Groupons since they launched in the Vancouver, one for museum admission and one for our “Sins of the City” walking tour. Both offers were very carefully crafted to benefit us while
minimizing our risks, something some companies don’t seem to be doing. Both were significant successes for us, but only because we were thoughtful about what we were doing. (We hope…)”
30 second updates!



Wednesday, December 8, 2010
Next event
                              Tuesday, February 1

                                W2 Storyeum

                             TOPIC
        Should your nonprofit be selling merchandise online?




Wednesday, December 8, 2010
socialmediaunplugged.ca

Wednesday, December 8, 2010

I’ll be presenting at Social Media Marketing Unplugged in January.
Before & Up to Dec 20: $159

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Google Analytics Goals and Tagging Track Nonprofit Advocacy Campaign Conversions

  • 2. Sponsor www.CreativeTechnology.org Wednesday, December 8, 2010 Provided venue FREE for last month and this month too. Until mid March, when they open W2 Woodwards.
  • 3. Wireless internet SSID: W2 Storyeum Pass: 6046444349 Wednesday, December 8, 2010
  • 4. Things you should know • My name’s Eli. I’m your volunteer organizer • Washrooms are over there! • Sign-up at NetTuesday.ca for updates Wednesday, December 8, 2010
  • 5. What is Net Tuesday? • Net Tuesday is an initiative of TechSoup • Monthly meetups for nonprofits and their allies in technology, marketing and communications. Wednesday, December 8, 2010
  • 6. A global network of volunteers Wednesday, December 8, 2010 85+ monthly meetups
  • 7. Goal conversion with Google Analytics Wednesday, December 8, 2010 Nerd times!
  • 8. Wednesday, December 8, 2010 So, you think the topic is boring? OR....
  • 9. Wednesday, December 8, 2010 TERRIFYING!
  • 10. Let’s be data nerds Wednesday, December 8, 2010
  • 11. Wednesday, December 8, 2010 Our time is precious. Let’s not waste it by investing our time in the wrong strategies. Only have enough time to deal with two marketing/communications channels? This case study should help you figure our which channel brings you the most value.
  • 13. http://action.davidsuzuki.org/C-311 Wednesday, December 8, 2010 A standard petition. Protesting the Senate’s veto-ing of Bill C-311 The Climate Change Accountability Act. The Act would have made government accountable for putting in place the solutions to reduce global warming emissions to safe levels – in line with targets that leading scientists say are necessary to avoid the devastating consequences of uncontrolled climate change.
  • 14. Share-with-a-friend Wednesday, December 8, 2010 The secret sauce to any petition is the share feature. It’s the core of list growth for many organizations.
  • 15. Wednesday, December 8, 2010 Share on FB and Twitter, plus an email form.
  • 16. Wednesday, December 8, 2010 And now we REALLY get into data nerdiness
  • 18. Wednesday, December 8, 2010 WHAT WE’RE MEASURING: what % of visitors to the action alert landing page completed the form and sent an email to the Prime Minister. NOTE: I didn’t track Twitter with a tracking URL, so I only see traffic generated by people using the website. Tweetdeck, Twitterific and other applications don’t show up. I also did not track the share-with-a-friend-by -email link.
  • 19. Lots of data Wednesday, December 8, 2010 But what does it mean? Sometimes we have to make educated guesses. And the data is NEVER 100% accurate. It’s mostly useful as a rough measurement and for comparing changes vs. real numbers. Ie.) When Google Analytics says you have 100,000 visitors it’s lying, but you can trust it if it sez your traffic has gone up or down 10%. Relative measures vs. hard numbers.
  • 20. So we know our conversion rates on Action.Davidsuzuki.org ... Wednesday, December 8, 2010
  • 21. But what’s our conversion rate going back one more step to the source website or email? Wednesday, December 8, 2010
  • 22. Recipient click-thru rates and conversion rates % click thru TO # of petitions Form % Source List/audience size # of links clicked Notes form landing page signed via form conversion No way to track which Facebook.com 110,000 15,155 ? 6,365 42% came via DSF facebook and which came via plus shares other shares Direct - inc. email Most of this probably shares and Twitter ?? 12,401 ? 2,480 20% comes from the share with a friend link. apps Sent to ppl who had Action alert email 32,000 8,395 26% 5,070 60% completed an action in the past Reddit.com ? 3,206 ? 762 24% A surprise! DavidSuzuk.org Views of homepage homepage 18,084 1,966 10% 255 13% over two week period Launched several days Defi Nature email 5,000 501 10% 343 69% after the English. Issue starting to cool. Not an advocacy-only list. Climate blog Added link mid day on (Morag) 1,000 416 41% 172 41% Nov 19. Top of page Most Twitter traffic was Twitter ?? 364 ?? 92 25% lost. Probably in "Direct" Science Matters One of many links in email 14,000 292 2% 146 50% email Wednesday, December 8, 2010 What can we learn from all this? + Email tends to have a higher conversion rate than web traffic. Use it! BUT, emails with several links don’t drive clicks (see Science Matters) + Facebook is now the largest driver of traffic to the advocacy pages, and may actually convert at a higher rate than our general email list. +DSF homepage drove traffic, but converted very badly. General audience hard to target
  • 23. Wednesday, December 8, 2010 Ouch! Let’s wash out brains off after all that hard work.
  • 24. So, how do you track a campaign like this? Wednesday, December 8, 2010
  • 25. Two steps 1. Setup task-completed Goals 2. Tag your URLS Wednesday, December 8, 2010
  • 26. Goals Wednesday, December 8, 2010 Go into your Google Analytics Settings and add a new goal. You need to have a separate URL for each step and can’t leave your domain. Google Help: How to setup goals and funnels. http://goo.gl/bbWoz
  • 27. Wednesday, December 8, 2010 Stay with me! We’re almost there!
  • 28. Tagging your links URL-builder: http://goo.gl/v4vQk Wednesday, December 8, 2010
  • 29. Action.DavidSuzuki.org to http://Action.DavidSuzuki.org/?utm_source=Science- Matters&utm_medium=email&utm_campaign=C311 Wednesday, December 8, 2010 The tagged URL is gibberish! But you don’t need to create these manually.
  • 30. Google campaign URL builder Wednesday, December 8, 2010 URL-builder: http://goo.gl/v4vQk
  • 31. Wednesday, December 8, 2010 And you’re done!
  • 32. Group buying and deals Wednesday, December 8, 2010 You’ve probably heard about Groupon, the daily deal site that offers discounts if a minimum number of purchase commitments are made. They’ve already got 18 million subscribers and are continuing to grow rapidly. But did you know that Groupon evolved out of  the social-change focused online community The Point? • How can nonprofits and social entrepreneurs make use of Groupon and Groupon-like sites? • What’s the best way to structure the deal? • Is it right for you and your organization?
  • 33. The Panel • Annalea Krebs, Founder and CEO of ethicalDeal • Chris Mathieson, Executive Director of the Vancouver Police Museum Wednesday, December 8, 2010 Join panelists Annalea Krebs of ethicalDeal and Chris Mathieson of the Vancouver Police Museum as they share their experiences from both the business and client sides of the relationship. ethicalDeal launched a daily deal with the David Suzuki Foundation this morning. (Tuesday, December 7) Annalea Krebs is a passionate social entrepreneur whose vision and energy to build a brighter, more sustainable future inspires those around her. She believes that business can be a powerful force for change, and loves companies that are built to make the world better. For Annalea, ethicalDeal is an opportunity to introduce more people to sustainable businesses, products & services. Chris Mathieson is the Executive Director of the Vancouver Police Museum, a self-funded charity that has seen incredible growth (from 3000 to 25,000 visitors a year) over the last five years, partly by being unafraid to take small risks in social media and other emerging technologies. A few additional notes from Chris: “- We’ve offered two Groupons since they launched in the Vancouver, one for museum admission and one for our “Sins of the City” walking tour. Both offers were very carefully crafted to benefit us while minimizing our risks, something some companies don’t seem to be doing. Both were significant successes for us, but only because we were thoughtful about what we were doing. (We hope…)”
  • 34. 30 second updates! Wednesday, December 8, 2010
  • 35. Next event Tuesday, February 1 W2 Storyeum TOPIC Should your nonprofit be selling merchandise online? Wednesday, December 8, 2010
  • 36. socialmediaunplugged.ca Wednesday, December 8, 2010 I’ll be presenting at Social Media Marketing Unplugged in January. Before & Up to Dec 20: $159

Editor's Notes

  1. \n
  2. Provided venue FREE for last month and this month too. Until mid March, when they open W2 Woodwards.\n
  3. \n
  4. \n
  5. \n
  6. 85+ monthly meetups\n
  7. Nerd times!\n
  8. So, you think the topic is boring? OR....\n\n
  9. TERRIFYING!\n
  10. \n
  11. Our time is precious. Let’s not waste it by investing our time in the wrong strategies. Only have enough time to deal with two marketing/communications channels? This case study should help you figure our which channel brings you the most value.\n
  12. \n
  13. A standard petition.\n\nProtesting the Senate’s veto-ing of Bill C-311 The Climate Change Accountability Act. \nThe Act would have made government accountable for putting in place the solutions to reduce global warming emissions to safe levels – in line with targets that leading scientists say are necessary to avoid the devastating consequences of uncontrolled climate change.\n
  14. The secret sauce to any petition is the share feature.\nIt’s the core of list growth for many organizations.\n\n
  15. Share on FB and Twitter, plus an email form.\n
  16. And now we REALLY get into data nerdiness\n
  17. \n
  18. WHAT WE’RE MEASURING: what % of visitors to the action alert landing page completed the form and sent an email to the Prime Minister.\n\nNOTE: I didn’t track Twitter with a tracking URL, so I only see traffic generated by people using the website. Tweetdeck, Twitterific and other applications don’t show up. I also did not track the share-with-a-friend-by -email link.\n
  19. But what does it mean? Sometimes we have to make educated guesses.\nAnd the data is NEVER 100% accurate. It’s mostly useful as a rough measurement and for comparing changes vs. real numbers. Ie.) When Google Analytics says you have 100,000 visitors it’s lying, but you can trust it if it sez your traffic has gone up or down 10%. Relative measures vs. hard numbers.\n
  20. \n
  21. \n
  22. What can we learn from all this?\n\n+ Email tends to have a higher conversion rate than web traffic. Use it! BUT, emails with several links don’t drive clicks (see Science Matters)\n\n+ Facebook is now the largest driver of traffic to the advocacy pages, and may actually convert at a higher rate than our general email list.\n\n+DSF homepage drove traffic, but converted very badly. General audience hard to target\n
  23. Ouch!\nLet’s wash out brains off after all that hard work.\n
  24. \n
  25. \n
  26. Go into your Google Analytics Settings and add a new goal.\nYou need to have a separate URL for each step and can’t leave your domain.\n\nGoogle Help: How to setup goals and funnels. http://goo.gl/bbWoz\n
  27. Stay with me! We’re almost there!\n
  28. \n
  29. The tagged URL is gibberish!\nBut you don’t need to create these manually.\n
  30. URL-builder: http://goo.gl/v4vQk\n
  31. And you’re done!\n\n
  32. You’ve probably heard about Groupon, the daily deal site that offers discounts if a minimum number of purchase commitments are made. They’ve already got 18 million subscribers and are continuing to grow rapidly. But did you know that Groupon evolved out of  the social-change focused online community The Point?\n•How can nonprofits and social entrepreneurs make use of Groupon and Groupon-like sites?\n•What’s the best way to structure the deal?\n•Is it right for you and your organization?\n\n\n
  33. Join panelists Annalea Krebs of ethicalDeal and Chris Mathieson of the Vancouver Police Museum as they share their experiences from both the business and client sides of the relationship.\nethicalDeal launched a daily deal with the David Suzuki Foundation this morning. (Tuesday, December 7)\nAnnalea Krebs is a passionate social entrepreneur whose vision and energy to build a brighter, more sustainable future inspires those around her. She believes that business can be a powerful force for change, and loves companies that are built to make the world better. For Annalea, ethicalDeal is an opportunity to introduce more people to sustainable businesses, products & services.\nChris Mathieson is the Executive Director of the Vancouver Police Museum, a self-funded charity that has seen incredible growth (from 3000 to 25,000 visitors a year) over the last five years, partly by being unafraid to take small risks in social media and other emerging technologies.\nA few additional notes from Chris:\n“- We’ve offered two Groupons since they launched in the Vancouver, one for museum admission and one for our “Sins of the City” walking tour. Both offers were very carefully crafted to benefit us while minimizing our risks, something some companies don’t seem to be doing. Both were significant successes for us, but only because we were thoughtful about what we were doing. (We hope…)”\n
  34. \n
  35. \n
  36. I’ll be presenting at Social Media Marketing Unplugged in January.\nBefore & Up to Dec 20: $159\n