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SOCIAL MEDIA
ANALYTICS 102
Engagement? Followers? Likes? Paid? Organic?
CHARLY JARRETT AND KATRINA NGUYEN
SECTION ONE
KATRINA NGUYEN
Digital marketer for 8 years
BC SPCA Social Media Specialist
Certified crazy-dog-lady & expecting
first time mom (advice welcome!)
CHARLY JARRETT
Professional fundraiser for 12 years
BC SPCA Digital Giving Specialist
Cancer survivor, dog obsessed
2015 2016 2017 2018 2019
$750,000
$500,000
$250,000
$0
REVENUE
BUDGET
HOW MUCH IS
CUTE, HOW MUCH
IS TACTICS?
THE ELEPHANT IN THE ROOM
SPOILER ALERT: TACTICS
REALLY MATTER
Facebook Page
Business Manager + FB Pixel
Editorial Calendar
Google Analytics
Know your Metrics
Budget
Baby steps (aka readiness
checklist)
Do you want brand awareness and brand loyalty or leads, conversions and acquisitions?
ENGAGEMENT: MY LEAST FAVOURITE BUZZWORD
ALGORITHM
ADVOCATEASK
ACKNOWLEDGE
EXAMPLES
ASKACKNOWLEDGE
EXAMPLES
ALGORITHMADVOCATE
GOOGLE ANALYTICS
Know if your campaign is succeeding
Avg Registration value
Avg Email Value (Acquisition)
Avg phone # value
Avg cost per acquisition
Avg cost per repeat donor
BE READY TO SUCCEED, KNOW WHEN YOU ARE FAILING
METRICS TO KNOW
You can't manage
what you can't
measure, Karen!
Know if your campaign is succeeding
$7:1
M+R Benchmarks Report
WHERE ARE YOU ON THE LADDER?
METRICS TO KNOW
EXAMPLES: PAID VS ORGANIC
PAID BOOST
ORGANIC
*Depending on sample size these two can switch
WHAT IS A RELEVANT AUDIENCE
Previous
Lookalike*
Remarket*
Interests
Selling happy feelings
Donation forms are products
Email sign ups are products
Market, remarket, sell
WHAT IS FACEBOOK, REALLY?
FACEBOOK IS OPTIMIZED
FOR E-COMMERCE
Hard Advocacy
Soft Advocacy
Mission Premium
Knowledge Premium
LEAD GENERATION
TYPES OF VALUE EXCHANGE
Team Spirit
Feedback Loop
Services Entry Point 
Other
I CAN HAZ FACEBOOK
FUNDRAISER?
Canada just got Facebook
fundraising in November 2018.
THANK YOU
FOR YOUR
TIME.
cjarrett@spca.bc.ca
knguyen@spca.bc.ca
THE END

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