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Measuring the Success of Your Blog Through Content, Social Media, and Analytics

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Measuring the Success of Your Blog Through Content, Social Media, and Analytics

  1. 1. Measuring the Success of Your Blog Through Content, Social Media, and Analytics #14ntcnpblogs Emily Weinberg
  2. 2. How do you measure success on your blog? 2
  3. 3. Basic Ways to Measure Success • How many hits to blog • How many people talk about blog on social media • How many people subscribe to blog • How many comments As an organization, you can measure success by how many entries you post. Your goal could be to write one post a week and if you meet that goal, then you were successful. 3
  4. 4. These are good things to look at. But you need to dig deeper into your blog to measure your success. You need to look at specific entries, not just your blog as a whole. You should look at your content strategy, analytics data, and promotion strategy. 4
  5. 5. Content PromotionAnalytics You need blog content to look at analytics You need blog content to promote You can find out if your promotion strategy is working by looking at analytics Content + Analytics + Promotion Cycle 5
  6. 6. Content Content is what makes your blog a success, without content you will not have a successful blog You need to update your blog regularly (at least once or twice a month) and post content that your readers might be interested in. How often are you posting content to your blog? 6
  7. 7. Analytics – Existing Content How many of you look at web analytics for your blog? Looking at your web analytics is an important step to measure the success of your blog. It helps you figure out what content people are interested in and where they are learning about your blog. The easiest way to record your data is to create a spreadsheet in Excel. It does not have to be recorded daily. You should try to update it weekly or every other week. 7
  8. 8. Analytics Data to Track 1) Number of times your blog has been viewed This will give you an overall picture of the success of your blog. You should see this number increase as your blog grows. 2) Number of times each blog entry has been viewed This will let you know what content is being viewed the most and the least. 3) Referring sites This will let you know where people are learning about your blog and blog entries. 8
  9. 9. Things to Look for in Analytics • You might notice that you suddenly get lots of visitors to your blog or to a particular blog post. This can happen if it was linked on a website or shared on social media. It could also be a result of your promotion in e-mail or on social media. Check your referring links to see where this traffic is coming from. • You should be looking at your referring links to see who likes your blog or blog entries. • Look at the number of times each blog entry was viewed. You can sort the data in the spreadsheet from most views to least views. Your most viewed entries will tell you what content is working well and your least viewed entries will tell you what is not working as well. The entries that have lots of views are the topics or format of content your readers want to read. You should post similar content in future entries. Your least viewed entries will tell you what you should write less about on your blog. 9
  10. 10. Analytics – Blog Entries A blog entry can be a success or not a success based on 3 things – the topic, promotion strategy, and title of entry. 1) Topic You should be looking at your most viewed entries and seeing if there is a particular topic that is getting the most views. You should do the same for least amount of views. 2) Promotion An entry might have lots of views because you promoted that entry more. Maybe it was linked on many websites or shared more on social media. You might have forgotten to share the post on social media and that is why it had less views. You should be looking at the most viewed entries and see if it had to do with the promotion strategy. 10
  11. 11. Analytics – Blog Entries 3) Title The title of your blog post could also have an impact on your most viewed entries and least viewed entries. You should look at the titles for your most viewed entries. It is proven that certain words in titles will drive more traffic to a post. For example, titles with numbers get lots of views. 11
  12. 12. Content Ideas from Website Analytics You can get content ideas for your blog from your website content. Look at the analytics for your website and see what is getting the most views. Has anyone looked at their website content or website analytics for blog content ideas? 12
  13. 13. Web Analytics Questions For those of you that look at your blog’s analytics: • How often do you analyze your data? • What data do you track? • Has web analytics helped your blog? 13
  14. 14. Promotion Blogs can be a success based on how you promote them. You have to promote your content in order to get people to read it. Ways to promote: 1. Website Make sure you have a link to your blog on your organization’s website. Your website visitors should easily see the link so they know you have a blog. 2. E- News Highlight blog entries in your e-news. 3. Social Media Post links to your blog entries on social media sites (Facebook, Twitter, Pinterest, LinkedIn) 14
  15. 15. Promotion – EDF Example • Article promoting new blog • Explains what will be posted on the blog • Graphic that promotes blog http://blogs.edf.org/energyexchange/2013/05/29/edf-releases-new-blog-for-all-our-expert-voices 15
  16. 16. Promotion Questions Do you promote your blog entries on…. • Facebook? • Twitter? • LinkedIn? • Pinterest? Share examples of how you promote your blog entries on Facebook, Twitter, LinkedIn, and Pintrerest. For Pinterest you can create a board called “from the blog” or “our blog” and pin blog images to that board. Remember to keep the board updated. Do you promote your blog or blog entries on your website? Share examples. Do you promote your blog or blog entries in your e-news? Share examples. Are there any other ways you are promoting your blog? 16
  17. 17. Ways to Measure Success of Blog on Social Media Lots of nonprofits share their blog entries on social media. You can measure the success on social media by looking at the following data: Facebook – track shares, likes, comments Twitter – track tweets, retweets, favorites LinkedIn – track shares, likes, comments Pinterest – track pins, repins, likes, comments How many of you measure these? Share your experiences. 17
  18. 18. Ways to Measure Success of Blog on Social Media Look at your post promoting your blog entry on social media sites. Does it have lots of likes, shares or comments? If yes - Your fans are either interested in this topic, enjoyed the blog entry, or both. Post similar content on your blog. If no – Your fans are not interested in this topic or post, or did not see the post. Most likely they are not interested in the topic. 18
  19. 19. Content Ideas From Social Media 1. Look at the content you share on social media. Content that has the most comments, shares, and likes means your supporters are interested in this type of content. Use this information to help you with blog topics. Write a blog entry about it. Has anyone done this? Share examples. 2. Ask your supporters what they are interested in learning about. Then write a blog entry about it. Has anyone done this? Share examples. 19
  20. 20. NWF Facebook Case Study Blog Entry - http://blog.nwf.org/2013/10/were-not-mountain-lion-about-these-facts Facebook Question Post Blog Post Facebook Post With Blog Post Link 20
  21. 21. Blog Content Ideas • Stories from volunteers, donors, clients, and supporters • Weekly Post Themes • Roundups • Advertise e-mail lists and social media sites • Ways to Volunteer • Ways to Donate • How donations are being used • Share articles that mention your organization • News related to your mission • Summarize a report • Stories from the field 21
  22. 22. Roundups Sections • what is happening with NWF this week • NWF taking action • NWF in the newsNWF News Roundup http://blog.nwf.org 22
  23. 23. Roundups http://blog.savesfbay.org/category/weekly-roundup Weekly Roundups – links to news articles affecting San Francisco Bay 23
  24. 24. Roundups Highlights from member blogs This is a great idea for organizations with members or chapters http://givingforum.wordpress.com 24
  25. 25. Weekly Post Themes – Photo of the Week http://treeswaterpeople.wordpress.com/category/photo-of-the-week Photos include nature and people 25
  26. 26. Weekly Post Themes – Photo of the Week http://cbf.typepad.com/chesapeake_bay_foundation/photo-of-the-week Variety of photos of the bay 26
  27. 27. Weekly Post Themes – Photo of the Week http://wilderness.org/blog 27
  28. 28. Do any of you post roundups on your blog? What type of links do you include in roundups? Do any of you post a photo of the week? Any other weekly themes? Roundups & Weekly Post Themes Questions 28
  29. 29. Promote Social Media & E-Mail List http://bergenvolunteers.blogspot.com/2013/09/are-you-on-list.html 29
  30. 30. How to Donate Posts http://www.cheerfulgivers.org/2009/12/online-donation-opportunities This an old post so the links do not work. This is still a great example to share. 30
  31. 31. Lessons Learned Post http://www.donorschoose.org/blog/2012/12/06/5-lessons-learned-from-blogging 31
  32. 32. End of Year Posts Many nonprofit blogs have a post at the end of a year with links to their top posts of the year on their blogs. They get this information by looking at which posts get the most page views in their web analytics. They also write posts about their accomplishments in the past year. I started including these in my roundups a few years ago on the Nonprofit Blog Exchange linking to these posts. The trend started in 2011 and has grown since then. I did a special roundup for 2012 and 2013 for end of year posts. Organizations that do a great job with these posts: • The Humane Society (they do a bunch of end of year posts) • First Book - They posted an infographic about their accomplishments in 2012 • ASPCA Do any of you write end of year posts with accomplishments of the year or top posts of the year? Share examples. 32
  33. 33. Blog Action Day Posts Many nonprofit bloggers write posts for Blog Action Day. (blogactionday.org) It is a day where bloggers write about an issue. It has been held since 2007 and it is in October. I write a special roundup for these posts on The Nonprofit Blog Exchange. You can read my special roundups for the following years and topics: • poverty for 2008 • climate change for 2009 • water for 2010 How many of you have participated? 33
  34. 34. Blog Action Day Posts The theme for 2012 was “The Power of We”. I wrote about this on my blog, Emily’s World, in my post “The Power of Nonprofit Bloggers”. Think about the power your blog has for your organization. http://eweinb04.blogspot.com/2012/10/the-power-of-nonprofit-bloggers.html 34
  35. 35. Posts Related to News Use news and trending topics to write a post. The Alliance to Save Energy posted entries with a football theme. For the playoffs, an entry was posted about “The NFL's 5 Most Energy-Efficient Stadiums”. http://www.ase.org/blog/here-are-nfls-5-most-energy-efficient-stadiums For the Superbowl, they posted “Energy Efficiency Super Bowl Showdown: Seattle Vs. Denver”. http://www.ase.org/blog/energy-efficiency-super-bowl-showdown-seattle-vs-denver Do any of you use the news or trending topics to write entries? Share examples. 35
  36. 36. Guest Blog Post From Supporter Milk+ Bookies had a celebrity supporter write a guest post for their blog. Ariel Winter from Modern Family wrote a post in May 2013. It is a great example of what a supporter of an organization should write about. The post mentioned the following: • Her involvement with the organization • Why books have been a big part of her life • Explains what the organization does and her connection to the organization • Encourages others to get involved and mentions ways to get involved http://www.milkandbookies.org/blog/ariel-winter-special-guest-blog-post Have any of you posted guest posts from supporters of your organization? Share examples. 36
  37. 37. Blogging Planner & Checklist You can keep track of your blog post ideas and what you need to do for each blog post through a planner or checklist. You can find some examples by searching the Internet for “blog post planner” or “blog post checklist” that you can print to use. This will help you keep track of where you have promoted the entry. For example, you can make a checklist with boxes for Twitter and Facebook. As you promote the post on those sites, you can checkmark it. 37
  38. 38. Editorial Calendar One way of planning your blog content is by using a calendar. This is helpful to note events, campaigns, holidays, and other important events. If you know your organization is having an event, you could plan to write about the event after it takes place. Holidays and awareness days are also good to include in a calendar. For April, you could plan to write a post about Earth Day. A resource to learn more about different holidays and awareness days (months and weeks) is Kivi’s Nonprofit Writing Prompts. Each month she sends an e-mail with ideas you can write about. Sign up for this great resource at http://www.nonprofitmarketingguide.com/resources/articles/monthly-writing-prompts Do any of you use an editorial calendar for your blog? How has it helped your blog? 38
  39. 39. Topic Buckets Another way of coming up with content ideas is by topic buckets. Topic buckets are topics you can write about each week. You should come up with 2-3 topics a week. Two general topics nonprofits could have are 1) News (about the organization or related to mission) 2) Events and Campaigns You can also be more specific in your topics. If your blog has categories or tags you can look at those for ideas. This gives you two blog entries you can write each week. 39
  40. 40. Questions Is it helpful to see what other nonprofits are writing about on their blog? What topics do you write about? How do you get ideas for content? Is there a blog post that you think was really a success? How do you know it was a success? How has blogging helped your organization? 40
  41. 41. Any Questions? Any additional questions, comments, or blog examples can be e-mailed to me. Add your questions to http://bit.ly/npblogquestions 41
  42. 42. Resources Add your blog to the 14NTC Blog List http://bit.ly/14ntcnpblogslist Nonprofit Blogging Articles http://bit.ly/npbloggingresources Blogging Articles http://bit.ly/blogginglinks 42
  43. 43. Stay Connected This is just the beginning of our discussion on nonprofit blogs. Let’s stay connected. Emily Weinberg eaw1924@aol.com http://nonprofitblogexchange.wordpress.com http://eweinb04.blogspot.com http://www.linkedin.com/in/emilyweinberg http://www.pinterest.com/emilyweinberg Continue discussion in NTEN’s Blogging Group http://bit.ly/npblogscop 43

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