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Data driven decision-making - Students' Unions 2013

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A session I delivered at Students' Unions 2013 - a national conference for students' union staff and officers. There isn't masses of information on each slide - I'm not a '27 bullet points in a small font on each slide' sort of person - but hopefully you can follow my points.

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Data driven decision-making - Students' Unions 2013

  1. 1. Data-driven decision-making #sucomms flickr.com/photos/jared_g/4024500529/ Jo Walters @jowalters Membership Engagement Coordinator Sussex Students’ Union
  2. 2. flickr.com/photos/dia-a-dia/7046151669 WARNING! This may get a bit geeky in places @jowalters #sucomms
  3. 3. flickr.com/photos/notemily/4765940264@jowalters #sucomms
  4. 4. flickr.com/photos/x1brett/3892759647 @jowalters #sucomms
  5. 5. flickr.com/photos/crazyvet/4016407327
  6. 6. flickr.com/photos/joachim_s_mueller/8707307943 graphs... digital... comms... I love;
  7. 7. flickr.com/photos/laurenobrien/5174478897 13,500 students 43% voted 2 pheasants @jowalters #sucomms
  8. 8. flickr.com/photos/philhearing/5520806412/ Web, social media, research & engagement @jowalters #sucomms
  9. 9. flickr.com/photos/61490450@N08/8360679203 Important caveats
  10. 10. flickr.com/photos/prayingmother/5124624702 An art & a science @jowalters #sucomms
  11. 11. flickr.com/photos/rhodamine/115961646/ Not everything that counts can be counted, and not everything that can be counted counts @jowalters #sucomms
  12. 12. Theories based on data flickr.com/photos/striatic/2144933705/@jowalters #sucomms
  13. 13. Indicators, not the goal flickr.com/photos/blyzz/2530816698@jowalters #sucomms
  14. 14. flickr.com/photos /t1mmyb/2938723795 We’re still learning @jowalters #sucomms
  15. 15. flickr.com/photos/drachmann/327122302 What’s the point? @jowalters #sucomms
  16. 16. flickr.com/photos/rosasay/4675053765 “We want to calculate return on investment” @jowalters #sucomms
  17. 17. flickr.com/photos/rosasay/4675053765 “It’s one of our KPIs” @jowalters #sucomms
  18. 18. flickr.com/photos/rosasay/4675053765 “I want/need to justify how I spend my time” @jowalters #sucomms
  19. 19. flickr.com/photos/rosasay/4675053765 “I like graphs” @jowalters #sucomms
  20. 20. flickr.com/photos/armymedicine/7936640174 Testing & learning... @jowalters #sucomms
  21. 21. flickr.com/photos/armymedicine/7936640174 ...helps us make better things @jowalters #sucomms
  22. 22. flickr.com/photos/kheelcenter/5277921657@jowalters #sucomms
  23. 23. flickr.com/photos/jordanclarkedesign/4755036356/ What are people looking at? What are people searching for? How are people navigating your site? How do people get to your site?
  24. 24. flickr.com/photos/clover_1/1178035169 Looking at content @jowalters #sucomms
  25. 25. flickr.com/photos/tarynmarie/218965633@jowalters #sucomms We looked at real life actual online right now examples
  26. 26. Digital review
  27. 27. Digital review Usage across the year Pageviews, bounce rate etc Most viewed content Navigation path Source, e.g. referrals Search terms Facebook like sources Reach/engaged users/ talking about this on Facebook
  28. 28. Digital review
  29. 29. flickr.com/photos/lionsthlm/8001369017
  30. 30. http://www.sussexstudent.com/ ?utm_source=facebook &utm_medium=socialmedia &utm_campaign=ussu An example... A tagged link
  31. 31. http://www.sussexstudent.com/ ?utm_source=facebook &utm_medium=socialmedia &utm_campaign=ussu
  32. 32. http://www.sussexstudent.com/ ?utm_source=facebook &utm_medium=socialmedia &utm_campaign=ussu Referrer, e.g. google, citysearch, newsletter4
  33. 33. http://www.sussexstudent.com/ ?utm_source=facebook &utm_medium=socialmedia &utm_campaign=ussu Marketing medium, e.g. cpc, banner, email
  34. 34. http://www.sussexstudent.com/ ?utm_source=facebook &utm_medium=socialmedia &utm_campaign=ussu e.g. product, promo code, slogan
  35. 35. flickr.com/photos/tarynmarie/218965633@jowalters #sucomms Back to the interwebs for an example
  36. 36. flickr.com/photos/madison_guy/3386919046
  37. 37. flickr.com/photos/headlinesandheroes/6837912645 Comparing sources
  38. 38. flickr.com/photos/laughingsquid/986542579@jowalters #sucomms
  39. 39. flickr.com/photos/daniloramosweb/3854330282@jowalters #sucomms
  40. 40. Facebook creates more visits
  41. 41. flickr.com/photos/jdlasica/7985185163@jowalters #sucomms
  42. 42. flickr.com/photos/mharrsch/402047051@jowalters #sucomms
  43. 43. Analytics IQ lessons nerd
  44. 44. flickr.com/photos/pooniesphotos/2917955598@jowalters #sucomms
  45. 45. Have you voted yet? Only 6 hours left to vote yes or no in the referenda Only 6 hours left to vote yes or no in the referenda Subject line split test 1 Each sent to ~5800 subscribers
  46. 46. Have you voted yet? Only 6 hours left to vote yes or no in the referenda •0.9% clicked •11.9% opened Only 6 hours left to vote yes or no in the referenda •1.2% clicked •13% opened Subject line split test 1 Each sent to ~5800 subscribers
  47. 47. flickr.com/photos/rickharris/430890004@jowalters #sucomms
  48. 48. Subject line split test 2 Each sent to ~6000 subscribers Don't miss your chance to have your say at Sussex, {name} Take two minutes to choose who will represent you at Sussex, {name}
  49. 49. Don't miss your chance to have your say at Sussex, {name} •1.5% clicked •17.7% opened Take two minutes to choose who will represent you at Sussex, {name} •2.4% clicked •17.7% opened At one point, we were getting by changing a few words TWICE AS MANY VOTES
  50. 50. flickr.com/photos/seattlemunicipalarchives/2713475713 Use this information to improve your communications @jowalters #sucomms
  51. 51. flickr.com/photos/seattlemunicipalarchives/2713475713 Improve the language you use. Drop the jargon & talk like a student@jowalters #sucomms
  52. 52. flickr.com/photos/seattlemunicipalarchives/2713475713 Think like a student. What are they looking for, not what do you want to tell them?@jowalters #sucomms
  53. 53. flickr.com/photos/seattlemunicipalarchives/2713475713 Theorise. Do. Test. Review. Repeat.@jowalters #sucomms
  54. 54. flickr.com/photos/mrjoro/89187454/@jowalters #sucomms
  55. 55. Digital survey coming soon... flickr.com/photos/joegratz/208778322@jowalters #sucomms
  56. 56. flickr.com/photos/ niklaswikstrom/5214708665@jowalters #sucomms sussexstudent.com/sharing sucomms.wordpress.com joannawalters.co.uk #sucomms
  57. 57. flickr.com/photos/paix_et_amour/2461032845 Comms by the Coast 26th July FREE informal conference commsbythecoast.eventbrite.co.uk
  58. 58. Questions? flickr.com/photos/kalavinka/4617897952@jowalters #sucomms

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