The document discusses tracking off-site impact and engagement to understand how digital marketing efforts are performing beyond an organization's own website. It provides tips on monitoring results on social media platforms like Twitter and Facebook, opening and click-through rates for email newsletters, search engine rankings for branded and unbranded keywords, and backlink profiles. The key recommendation is to measure exposure and performance on social media, compare email metrics, track search results over time, and start with one or two analytics tools rather than trying to use everything at once.

1. Off-site impact...
Understand it, measure it, boost it.
Matt Haworth
Digital Producer at Reason Digital
email matt@reasondigital.com
tweet @reasondigital

2. Off-site impact
“What is off-site impact,
and why should we
track it, anyway?”

3. Your Potential
Audience
Blogs Facebook
Twitter Google
Subscribers
Your Website
by
rac ke d tics
T aly
g le An
oo

4. social email search

5. Social
“How can we monitor
the results we’re getting
on social media?”

6. Social: Engagement

7. Social: Engagement

8. Social: Influence

9. Social: Influence

10. Social: Twitter

11. Social: Twitter

12. Social: Twitter
dev.twitter.com

13. Social: Facebook

14. Social: Facebook

15. Social: Facebook

16. Social: Facebook

17. klout.com

19. socialmention.com

20. sproutsocial.com

22. eNewsletters
“Does anyone ever
read our newsletter,
what are they most
interested in?”

24. Email: Opens
On average, only
1 in 5
charity emails
get opened.

25. Email: Opens

26. Lorem ipsum dolor sit amet quiqam enuc quote... Jenny Smith 01:30
Winter Newsletter issue 43, November 2010 aids foundation 01:30
Invoice for stationary John McKulkirk 01:30

27. Email: Clicks
On average, only
3.5%
of charity e-mails generate
a click by their reader

28. Email: Clicks

29. mailchimp.com

30. Search
“How do we perform
on search engines, and
what searches should we
try and rank for?”

31. Search: Branded
energysave

32. Search: Unbranded
green energy tips

33. Search: Backlink Profile
BBC
Blog

34. Search: Your ranking
google.com/webmasters

35. Search: Your ranking

36. Search: Your ranking

37. Search: Target keywords
trends.google.com

38. Search: Target keywords
adwords.google.com

39. Search: Backlink Profile
opensiteexplorer.org

40. Actions to take away
Think about where people are exposed to your
brand and messaging other than your website.
Use Twitter Mentions, Facebook Insights and/or
Klout to measure your social media performance.
Compare the open rates of every enewsletter, and
the click through rates of every link within them.
Track the changes in your search engine rankings
for cause keywords, not just your brand name.
Don’t worry about collecting everything all at once,
dip in, and see what grabs your attention.

41. Thanks for listening.
Any Questions?
email matt@reasondigital.com
tweet @reasondigital
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