The document outlines a framework for using data analytics in marketing and social initiatives, emphasizing the importance of setting goals, analyzing data, and taking action to enhance organizational impact. It presents statistical insights related to the 'Bat Kid' event, showcasing immense engagement across social media platforms. Additionally, it highlights various tools and strategies for tracking and improving data-driven decision-making in nonprofit organizations.

1. Analytics to Action
Be a marketing data super hero
www.teresaruizdecker.com

3. Don’t be late
for meeting
at 3!
Email final
social media
plan
Run to printers
on my way home
Did I pick up
event name
tags?
REPORT
NUMBERS!!!
Even super heroes feel stress

4. Today’s journey
1. Think about our goals
2. Walk through data decisions (Email, Social and Web)
3. Think about your goals (again)
4. Look at data tools and a SUPER dashboard
5. Take ACTION
6. Report back our awesome-ness

5. What really matters?
GOALS

6. YOUR MISSION: SAVE THE WORLD!
inspire youth, save animals, feed the homeless, clean beaches, educate people, fight disease
www.sfexaminer.com

7. Bat Kid by the numbers
• People who RSVP’d to
volunteer via our website:
16,077
• Estimated size of the crowd
at City Hall: approximately
20,000
• Number of
#SFBatkid/#Batkid tweets
generated (through Sunday
11/17): 545,576
• % of all tweets coming from
outside US: 13%
• Number of countries where
Batkid was discussed: 117
• Total tweets: 555,697
• % of all tweets that were
deemed “positive”: 96%
• Total Twitter Potential Reach:
777,453,544
• Total Twitter Potential
Impressions: 1,816,783,718
• Number of Instagram photos
with #SFBatkid: 16,000
• Total Instagram potential
reach: 19.5 million
• Total Instagram potential
impressions: 23.6 million
• Number of hits per second to
all Make-A-Wish websites
during peak: 1,400
• Number of staff in the Make-
A-Wish Greater Bay Area
office: 23 full time; 4 part
time
• Number of wishes granted by
our chapter each year:
approximately 350
• Overall Social Impressions:
1,840,577,475
Source: SF wish.org: http://sf.wish.org/wishes/wish-stories/i-wish-to-be/wish-to-be-batkid

8. Whoa! That’s a lot of data…

9. Our journey begins!

10. What we do…

11. –Beth Kanter
“What you want to communicate is how your
organization has received value from your
efforts, that is, the impact that your effort has
had on the mission.”

12. What we REALLY do…

13. Create super heroes
for OUR causes to accomplish our MISSION
• Volunteers
• Donors
• Event Participants
• Brand Ambassadors
Flickr Creative Commons: @W_Minshul

14. “impact that your effort has had on the mission”
Kanter said…

15. Data Nemesis: Email

16. Actions for Email!
Data What it tells you Actions
Opens & Open Rate
(#Opens/#Email Sends)
Subject line effectiveness
If people want to hear from you
How often
Improve subject line
Test your subject lines (A/B split)
Frequency and timing
List segmentation (right people,
right content?)
Clicks & Click Through Rate
(#Clicks/#Opens)
Effectiveness of content and
call to action
Pull out your call to action
Make message direct & succinct
Avoid too many “asks”
Embed more links to action
Avoid “Click here” be descriptive
“Donate Now”

17. Data Nemesis: Social Media
Twitter
Facebook

18. Action for Social!
Data What it tells you Actions
Engagement & Engagement %
(Likes, Favorites, Comments,
Clicks)
Content people like
Ask audience questions
Try different days and times
for posts
Add a photo
Shorten posts
Follow “inspiring” accounts
Shares & Share %
(RTs & Shares)
Content people share
Re-share the content
different times and days
Create similar content
Brand ambassadors/
“volunteers”

19. Data Nemesis: Web

20. Actions for Web!
Data What it tells you Actions
Traffic
How many people are coming to
your site
Look for “seasons” to create a
plan
Can you replicate the spikes?
Google Grant Ad Words - key
words
Channel Sources (including
referrals)
How people are getting to your
site (email, referrals, social)
Invest in areas most effective
Look for partnerships: event
sponsor, reciprocal linking,
content ideas
Top Social Referrers
Which social channels are MOST
effective at driving traffic
Give yourself a trial period
Invest in areas most effective
Create content tailored for this
channel
Brand ambassadors
Goal Pages Conversions
How often this page helps your
audiences complete an action
Improve user path
Improve your navigation
Evaluate page content
Test forms regularly (where do
people drop off?)

21. On the hero’s journey, all roads lead to…

22. WEB GOALS!
• Volunteer = VOLUNTEER WEB PAGE
• Donation = DONATION WEB PAGE
• Event RSVP = RSVP WEB PAGE
• Engagement & Sharing = WEB TRAFFIC
• *Confirmation PAGES for actions*

23. Google Analytics Goals

24. Revisit our super heroes
www.sfexaminer.com

25. Ummm… Again, what really matters?

26. Look at Bat Kid again
• People who RSVP’d to
volunteer via our website:
16,077
• Estimated size of the crowd
at City Hall: approximately
20,000
• Number of
#SFBatkid/#Batkid tweets
generated (through Sunday
11/17): 545,576
• % of all tweets coming from
outside US: 13%
• Number of countries where
Batkid was discussed: 117
• Total tweets: 555,697
• % of all tweets that were
deemed “positive”: 96%
• Total Twitter Potential Reach:
777,453,544
• Total Twitter Potential
Impressions: 1,816,783,718
• Number of Instagram photos
with #SFBatkid: 16,000
• Total Instagram potential
reach: 19.5 million
• Total Instagram potential
impressions: 23.6 million
• Number of hits per second to
all Make-A-Wish websites
during peak: 1,400
• Number of staff in the Make-
A-Wish Greater Bay Area
office: 23 full time; 4 part
time
• Number of wishes granted by
our chapter each year:
approximately 350
• Overall Social Impressions:
1,840,577,475
Source: SF wish.org: http://sf.wish.org/wishes/wish-stories/i-wish-to-be/wish-to-be-batkid

27. – Make a Wish Greater Bay Area
“We have seen an increase in offers of help across all
areas, including donations, volunteers, referrals and
other services.
In fact, the volume of traffic on our servers caused our
system-wide websites to go down for several hours on
Friday.
But Miles’ wish to be Batkid was not a fundraising event
and we do not have numbers to share.”

28. Now our
SUPER DASHBOARDS
to the rescue!

29. Dashboard Tool Options
• Excel
• Google Analytics : Non-profit dash & Goal Pages
• Twitter Analytics
• Facebook Insights
• Hootsuite, Sprout Social, Social Bro, etc.
• Email Tool: Mail Chimp, Constant Contact, etc.

30. Google Analytics Non-Profit Dash

31. Our SUPER Dashboard
Adapted from Occam’s Razor - Avinash Kaushik

32. – Delta Analytics
“Measurement only matters if it
changes the way you act.”

33. spring into ACTION!
NOW

34. Today’s journey
1. Really thought about our goals, in light of mission
2. Walked through data decisions (Email, Social and
Web)
3. Data tools and a SUPER dashboard (online!)
4. Took ACTION
5. Report back our awesome-ness

35. Thanks, and before we go…

36. www.teresaruizdecker.com
Visit my site to download the dashboard tools featured!
Questions?
teresa@teresaruizdecker.com

37. Get help telling your story | August 29
Community Foundation Santa Cruz County

38. www.teresaruizdecker.com
teresa@teresaruizdecker.com