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About San Francisco AIDS Foundation
• 16,000 clients a year for HIV and STI screenings
• HIV prevention programs
• Care programs for people living with HIV
• Education and advocacy
About Lyndal Cairns
• Social Media Manager, data nerd
• Let’s connect: about.me/LyndalCairns
• This presentation, & resources:
WritingForRight.org/NTENOregon
GROWTHEDUCATION
FUNDING
ARE WE THERE YET?
Image: Zach Dischner, CC
HOW TO MEASURE GROWTH GOALS
I want to…
• Grow my social media community
Social media follower/fan counts
• Increase the reach of my messages
Network mapping, website analytics, mentions
• Increase engagement with my messages
Comments, shares, surveys, social listening
• Build my email/SMS list
Subscription numbers, website analytics funnel data
Halp! No one
is
subscribing.!
ADVOCACY GOALS
I want to…
• Gauge understanding of an issue
Social listening, surveys, qualitative research
• Plot capacity for change
Petitions, campaign newsletter/page signups
• Find influencers in my field
Influence mapping, link tracking
• Lead the discussion on this issue
Social listening, content popularity, SEO, media coverage
Halp! How do I
measure
the success of an
education campaign?
!
MONEY GOALS
I want to…
• Gauge donor capacity
CRM data, surveys, social listening
• Track event registrations
Funnel abandonment, event Facebook pages, web visits
• Measure exposure (for partnerships and grants)
Email signups, event attendees, website analytics
• Calculate return on Investment
Staff time, ad spend, Google grants
Halp! Plenty of
clicks
but no conversions.!
UNDERSTANDING YOUR VISITORS
• Build funnels that lead to that sweet spot
• Look for opportunities to build connection
• Retarget for deeper engagement
WHAT
YOUR
VISITORS
WANT
FROM
YOUR
WEBSITE
WHAT YOU
WANT
YOUR WEB
VISITORS
TO DO
WAIT, WHAT DOES SHE
MEAN BY RETARGETIN
RETARGETING YOUR WEB VISITORS
WEBSITE
VISIT
LAND ON
CONVERSIO
N PAGE
CAPTURED
BY COOKIE
YOU SET UP
AUDIENCE OF
COOKIED
VISITORS
ADVERTISE
TO THEM
ELSEWHER
E
MORE
QUALIFIED
CONVERSIO
NS
TRACKING URLS
• Google URL builder works
seamlessly with Google
Analytics
• Your CRM’s tracking systems
• Link shorteners like Bit.ly –
track even external links
POWER TOOL
Google URL builder
http://www.sfaf.org
?utm_source=Twitter
&utm_medium=SFAF
&utm_campaign=pears
POWER TOOL
Social tracking spreadsheet
DATA IS VALUABLE FOR
BUILDING PARTNERSHIPS
GET BETTER INSIGHTS
• Get the most out of your analytics
• Use power tools, like Facebook’s Power
Editor
• Compare apples with apples (ie: impressions
vs reach)
• Know your CPM and CPC
• Don’t forget organic
• Engage third-party tools
POWER TOOL
FollowerWonk
Halp! Google Analytics
no
longer gives me all the
data
I need.
!
TESTING BEST PRACTICE
• Keep your eye on the prize (and don’t get distracted by shiny, new tools)
• Bring your web lead with you
• Try to understand the technology
• Ask yourself: What could an A/B split tell me?
• Track separately, and report as you go
POWER TOOL
Tracking spreadsheet
Halp! My boss only cares
about how many people
are
following us on
Facebook.
!
REPORTING BASICS
• Develop your goals
• Find your baseline
• Use the right metrics to back up your goals
REPORTING – KEEPING YOURSELF SANE
• Schedule reporting at least once a month
• Be proud!
• Make it visual
• Use your learnings to tweak your strategy
BURNING QUESTIONS?
• Let’s connect: about.me/LyndalCairns
• This presentation, with links: WritingForRight.org/NTENOregon
• Learn about San Francisco AIDS Foundation: sfaf.org
Creative Commons images in this presentation by Rones (heartbeat) and timtjtim (drill)

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Social media trouble shooting and course-correcting

  • 1.
  • 2. About San Francisco AIDS Foundation • 16,000 clients a year for HIV and STI screenings • HIV prevention programs • Care programs for people living with HIV • Education and advocacy About Lyndal Cairns • Social Media Manager, data nerd • Let’s connect: about.me/LyndalCairns • This presentation, & resources: WritingForRight.org/NTENOregon
  • 3. GROWTHEDUCATION FUNDING ARE WE THERE YET? Image: Zach Dischner, CC
  • 4. HOW TO MEASURE GROWTH GOALS I want to… • Grow my social media community Social media follower/fan counts • Increase the reach of my messages Network mapping, website analytics, mentions • Increase engagement with my messages Comments, shares, surveys, social listening • Build my email/SMS list Subscription numbers, website analytics funnel data Halp! No one is subscribing.!
  • 5. ADVOCACY GOALS I want to… • Gauge understanding of an issue Social listening, surveys, qualitative research • Plot capacity for change Petitions, campaign newsletter/page signups • Find influencers in my field Influence mapping, link tracking • Lead the discussion on this issue Social listening, content popularity, SEO, media coverage Halp! How do I measure the success of an education campaign? !
  • 6. MONEY GOALS I want to… • Gauge donor capacity CRM data, surveys, social listening • Track event registrations Funnel abandonment, event Facebook pages, web visits • Measure exposure (for partnerships and grants) Email signups, event attendees, website analytics • Calculate return on Investment Staff time, ad spend, Google grants Halp! Plenty of clicks but no conversions.!
  • 7. UNDERSTANDING YOUR VISITORS • Build funnels that lead to that sweet spot • Look for opportunities to build connection • Retarget for deeper engagement WHAT YOUR VISITORS WANT FROM YOUR WEBSITE WHAT YOU WANT YOUR WEB VISITORS TO DO
  • 8. WAIT, WHAT DOES SHE MEAN BY RETARGETIN
  • 9. RETARGETING YOUR WEB VISITORS WEBSITE VISIT LAND ON CONVERSIO N PAGE CAPTURED BY COOKIE YOU SET UP AUDIENCE OF COOKIED VISITORS ADVERTISE TO THEM ELSEWHER E MORE QUALIFIED CONVERSIO NS
  • 10. TRACKING URLS • Google URL builder works seamlessly with Google Analytics • Your CRM’s tracking systems • Link shorteners like Bit.ly – track even external links POWER TOOL Google URL builder http://www.sfaf.org ?utm_source=Twitter &utm_medium=SFAF &utm_campaign=pears
  • 12.
  • 13. DATA IS VALUABLE FOR BUILDING PARTNERSHIPS
  • 14. GET BETTER INSIGHTS • Get the most out of your analytics • Use power tools, like Facebook’s Power Editor • Compare apples with apples (ie: impressions vs reach) • Know your CPM and CPC • Don’t forget organic • Engage third-party tools POWER TOOL FollowerWonk Halp! Google Analytics no longer gives me all the data I need. !
  • 15. TESTING BEST PRACTICE • Keep your eye on the prize (and don’t get distracted by shiny, new tools) • Bring your web lead with you • Try to understand the technology • Ask yourself: What could an A/B split tell me? • Track separately, and report as you go POWER TOOL Tracking spreadsheet Halp! My boss only cares about how many people are following us on Facebook. !
  • 16. REPORTING BASICS • Develop your goals • Find your baseline • Use the right metrics to back up your goals
  • 17. REPORTING – KEEPING YOURSELF SANE • Schedule reporting at least once a month • Be proud! • Make it visual • Use your learnings to tweak your strategy
  • 18. BURNING QUESTIONS? • Let’s connect: about.me/LyndalCairns • This presentation, with links: WritingForRight.org/NTENOregon • Learn about San Francisco AIDS Foundation: sfaf.org Creative Commons images in this presentation by Rones (heartbeat) and timtjtim (drill)