Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Analytics to Action: Be a marketing data superhero

2,239 views

Published on

In a world of overwhelming amounts of data flying at us daily, it's key for non-profit marketers to understand how to sort through the mountain of information out there and take actions on email, social and web for our organizations.

Our hero's journey:
- Start what with really matters, goals or actions we are asking supporters to take on behalf of our non-profits.
- Communicate how our marketing and communications work is adding value to those organizational goals and ultimately mission.
- Focus on some key data points to build...
- A super dashboard that will provide a snap shot of how we are making progress.

Ultimately, We should strive to measure these efforts as consistently as possible to make better choices with our marketing and communications efforts.

You can find the dashboard tools mentioned in this presentation for downloading on my site teresaruizdecker.com.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Analytics to Action: Be a marketing data superhero

  1. 1. Analytics to Action Be a marketing data super hero www.teresaruizdecker.com
  2. 2. 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
  3. 3. 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
  4. 4. What really matters? GOALS
  5. 5. YOUR MISSION: SAVE THE WORLD! inspire youth, save animals, feed the homeless, clean beaches, educate people, fight disease www.sfexaminer.com
  6. 6. 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
  7. 7. Whoa! That’s a lot of data…
  8. 8. Our journey begins!
  9. 9. What we do…
  10. 10. –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.”
  11. 11. What we REALLY do…
  12. 12. Create super heroes for OUR causes to accomplish our MISSION • Volunteers • Donors • Event Participants • Brand Ambassadors Flickr Creative Commons: @W_Minshul
  13. 13. “impact that your effort has had on the mission” Kanter said…
  14. 14. Data Nemesis: Email
  15. 15. 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”
  16. 16. Data Nemesis: Social Media Twitter Facebook
  17. 17. 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”
  18. 18. Data Nemesis: Web
  19. 19. 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?)
  20. 20. On the hero’s journey, all roads lead to…
  21. 21. WEB GOALS! • Volunteer = VOLUNTEER WEB PAGE • Donation = DONATION WEB PAGE • Event RSVP = RSVP WEB PAGE • Engagement & Sharing = WEB TRAFFIC • *Confirmation PAGES for actions*
  22. 22. Google Analytics Goals
  23. 23. Revisit our super heroes www.sfexaminer.com
  24. 24. Ummm… Again, what really matters?
  25. 25. 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
  26. 26. – 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.”
  27. 27. Now our SUPER DASHBOARDS to the rescue!
  28. 28. 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.
  29. 29. Google Analytics Non-Profit Dash
  30. 30. Our SUPER Dashboard Adapted from Occam’s Razor - Avinash Kaushik
  31. 31. – Delta Analytics “Measurement only matters if it changes the way you act.”
  32. 32. spring into ACTION! NOW
  33. 33. 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
  34. 34. Thanks, and before we go…
  35. 35. www.teresaruizdecker.com Visit my site to download the dashboard tools featured! Questions? teresa@teresaruizdecker.com
  36. 36. Get help telling your story | August 29 Community Foundation Santa Cruz County
  37. 37. www.teresaruizdecker.com teresa@teresaruizdecker.com

×