How to Achieve Real-World Results with Web & Social Media … · # new, online donors, $ raised # mentions or pick-ups in blogs & social networks # constituents contacted, helped

JD Lasica Founder, Socialbrite.org jd@socialbrite.org

The Power of MeasurementHow to Achieve Real-World Resultswith Web & Social Media Metrics

Who is this guy anyway?• Chief cat herder, Socialbrite.org

• Spoken at the UN, Harvard, Stanford, MIT, Cannes, Milan, Chile and Seoul.

• Named one of the Top 40 Silicon Valley Influencers, Top 100 Social Media Influencers & Top 100 Media Bloggers.

• 21,000+ followers on Twitter at @jdlasica

What we’ll cover today• Get grounded with measurement• Creating business goals • How to set up a metrics program• Keywords & SEO (demo)• Google Analytics (demo)• Facebook Insights (demo)• Twitter• Resources & summary• Q&A, hugs, tearful goodbyes

Slides are online at http://bit.ly/CHT-metrics

Does your nonprofit have a measurement program in place? • Yes, metrics is part of our fabric

• No, nothing formal in place

• We do random acts of measuring

Poll #1

Why measure?Internal purposes:• Inform decision-making about your nonprofit or cause• Testing messages or products before launch• Market research into constituents, supporters, volunteers• Data about supporters’ giving habits

External purposes:

charitywater.org

I N T E R N A L & E X T E R N A L R E A S O N S

• To tell your story!

3 different flavors of metrics1. Website rankingsHow much traffic are you getting compared with your competitors?Tools: Quantcast, Alexa, CompetePaid services: comScore, Hitwise

2. Web analyticsWhat are your visitors doing on your site?Tools: Google Analytics, Bit.ly, awstatsPaid services: WebTrends, Omniture

3. Social media/marketing metricsHow are you doing at engaging supporters?Tools: Facebook Insights, Google Analytics, Twitalyzer, etc.Paid services: Awareness, Radian6, Alterian

Create goals, measure tacticsMission Goals TacticsWhy are we doing this?

What do we want to happen?

How will we make it happen?

ACTIONFunnel of love

INSIGHTS

INFORMATION

KPIsWho, how, why

T H E M E T R I C S P R O C E S S S I M P L I F I E D

7 steps to measurement1. Set your objectives

2. Define your stakeholders

3. Determine which items to measure: your KPIs

4. Create benchmarks (against your competition or your past performance)

5. Pick your measurement tool or technology

6. Turn data into action

7. Analyze the results, refine, begin again

T H E M E T R I C S P R O C E S S

What goes into a metric?Each measurable goal should have 3 components:

1. A number, such as a stat, percent or dollar figure2. A variable, like last week, last quarter, stats from

the competition, etc.3. A timeline or date to achieve the goal.

http://bit.ly/metricscentral We explain it all for you:

Make your goals SMART

1. Expand and strengthen Bread’s advocacy work for poor and hungry people

2. Expand our membership3. Better communicate with

existing members and target audiences

4. Strengthen our relationships with our members

5. Fulfill our mission to end hunger here and abroad

bread.org

Bread for World’s SM goals

1. Get legislation/policies passed on family-related issues

2. Increase capacity3. Enhance the movement

through increased membership4. Work with partner

organizations5. Garner attention from media

momsrising.org

Moms Rising’s SM goals

Vanity or status metrics S O C I A L M E D I A M E T R I C S

Tactics or sub-goals

• Grow our list!

• Get more volunteers

• Hit fundraising target

• Increase positive mentions of organization or cause

• Increase # of people served

• Make our content more viral

• Get people to take action

• Get people to attend event

• Increase website visibility

Things to measure (metrics)

growth in # of subscribers

# of volunteers & volunteer hours

# new, online donors, $ raised

# mentions or pick-ups in blogs & social networks

# constituents contacted, helped

# of shares, # of comments/post

# of people who signed petitions

# of registrants, year over year

Map metrics to tactics M A K E Y O U R M E T R I C S C O U N T

increase in traffic or linkback #s

Set up measurement program1. Get buy-in at the top, agree on

what’s important to measure2. Identify a Chief Metrics Guru

& give him or her support 3. Identify key goals & what you want

to track across target audiences4. Identify tools to use and begin tracking 5. Run a Social Insights Report, circulate

it among key stakeholders.6. Spend time analyzing the data & drawing conclusions

What your report might look like

• 2-paragraph summary of highlights

• Screen captures of top tweets, FB updates

• Pretty color charts

Include:

See your handout:Social Insights Report.pdf

HootSuite Pro dashboardImport your Twitter, GA, FB Insights, LinkedIn data

A N A L Y T I C S F O R $ 5 . 9 9 / M O N T H

Twitter influencers at a glanceE L E M E N T S O F I N S I G H T S R E P O R T

Resources to get you going! H A N D O U T S

http://bit.ly/CHT-metrics

How one nonprofit does it G L O B A L G I V I N G

What does your site rank for?Search your own site’s keyword juju on spyfu.com or semrush.com

H A N D S - O N D E M O : W H Y K E Y W O R D S A R E K E Y

Socialbrite articles that turn up #1 on Google

Search ‘socialbrite.org’ on Spyfu H A N D S - O N D E M O

• The BIG Secret: Create targeted content better than 99% of what’s out there & share it in a genuine way

• Be strategic in your use of keywords. Create a robust keyword list. You'd be surprised what draws readers.

• Use all variations of your brand, product or service as keyword terms.

• Include problem- and solution-oriented keywords.• Create landing pages that signal what your site is about.• More SEO tips at: http://bit.ly/npseo

R E S O U R C E

Rise to the top in search

See your 8 Buckets of Metrics handout

Google Keyword tool W H E R E T O F I N D Y O U R K E Y W O R D S

Does your nonprofit use Google Analytics? • Yes, all the time

• No, not really

• Occasionally

• I’m not sure we even have it installed on our site!

Poll #2

google.com/analytics

Google Analytics H A N D S - O N D E M O

Key pages in Google Analytics H A N D S - O N D E M O

1. Visitors Overview2. Visitors Flow3. Traffic sources 4. Popular content 5. Landing pages6. Navigation links 7. Visitors in real time

Let’s take a tour of:

Log in to google.com/analytics

Start with the big picture

1. Visitors Overview H A N D S - O N D E M O

Audience > Demographics > Location

What countries? H A N D S - O N D E M O

Audience > Demographics > Location > click on USA

What states? H A N D S - O N D E M O

Audience > Demographics > Location > click on a state

What cities? H A N D S - O N D E M O

Audience > Visitors Flow

2. Visitors Flow H A N D S - O N D E M O

Traffic Sources > Overview

3. Traffic sources H A N D S - O N D E M O

Search traffic: traffic you get from search engines

Referral traffic: traffic you get from other sites

Direct traffic: visitors coming by tying in your url or through bookmarks

Traffic Sources > Sources > Referrals

H A N D S - O N D E M O

Social referral traffic

H A N D S - O N D E M O

Keywords attracting trafficTraffic Sources > Sources > Search > Organic

H A N D S - O N D E M O

4. Most popular contentContent > Overview

H A N D S - O N D E M O

(Or, let HootSuite Pro do it)

H A N D S - O N D E M O

5. Check your landing pagesContent > Site Content > Content Drilldown

H A N D S - O N D E M O

6. What nav links are working?Content > In-Page Analytics

H A N D S - O N D E M O

7. Visitors in real timeHome (rust bar at top) > Real-Time

Google Analytics cheat sheet H A N D O U T

Creative Commons BY photo on Flickr by Tom@HK

30-second break! (You deserve it!)

Facebook InsightsLog into your own account!

H A N D S - O N D E M O

Overall trendsOverview: A 30-day snapshot

H A N D S - O N D E M O

Sort by Date, Reach, Engaged Users & more

Posts with the most reach H A N D S - O N D E M O

Sort by post, photo, link, video, question

Sort by post type H A N D S - O N D E M O

Demographics & location of Likes

Who likes your page H A N D S - O N D E M O

Try to stoke more engagement

People Talking About This H A N D S - O N D E M O

PostPlanner.com: Rank your updates by likes, comments or clicks to see what time of day is most prevalent

When should you post?

How to get more engagement• Keep your posts short

& simple• Post visually appealing

content • Include calls to action,

including Shares• Ask questions the right way• Use fill-in-the-blank posts• Be topical & relevant• Make it easy to share outside of Facebook

F A C E B O O K T I P S

Guide to Facebook Insights H A N D O U T

15-page handoutfor Facebook developers by Facebook

Twitter analytics• Listorious, Followerwonk, Klout, Tweet Grader &

Twitaholic to assess your impact & find influencers.

• Twittorati tracks tweets from high-profile bloggers.

• tweetreach offers reach metrics, statistics and analysis for marketing and PR pros. Great for tweet chats!

• Retweetrank measures how often you get retweeted.

• bit.ly tracks who’s clicking on your links in Twitter.

• Twitter Counter lets you count registrations and comments on a particular campaign you’re running.

• Tweeteffect determines which tweets make you lose or gain followers.

Twtrland: Cool newcomerhttp://twtrland.com

R E S O U R C E S

Experiment!• Metrics dashboard: Sparkwi.se, Socialbakers Analytics PRO,

Metricly.com, PostRank, awe.sm, Unilyzer • Keyword finders: Google Keyword Tool, Google Trends,

SEOBook.com, Spyfu• Influence: Klout, PeerIndex• Instagram social analytics: Statigram• Visualizations: Wordle.net, Visual.ly, Tableau, manyeyes

(www-958.ibm.com), DataMarket.com• Campaign tracking: Statf.ly ($19/mo.)• Web analytics: Google Website Optimizer, Piwik, Open Web

Analytics, Site Meter, Stat Counter• Maps: MapBox.com, Schmap.it, BatchGeo, OpenHeatMap

S O M E G O O D M E A S U R E M E N T T O O L S

Metrics Central on Socialbritehttp://bit.ly/metricscentral

R E S O U R C E S

• Web analytics tools

• How Google Insights, Google+ & Google Analytics can move supporters to action

• Long Tail keywords

• Improving email open rates

• Tools to measure influence

• & dozens of how-tos & tutorials we can’t cover in 90 minutes!

• Begin at the end by identifying desired outcomes.

• Set up a metrics program and make data an integral part of the decision-making process.

• Use data to tell your story.

• Take baby steps at outset.

Summary: Key takeaways

Turn supporters into championsNever forget: Your goal is to spur real-world action!

Photo on Flickr by 350.org

JD Lasica, founderSocialbrite: Social tools for social changeemail: jd@socialbrite.orgTwitter: @jdlasica @socialbrite

Thank you, let’s talk!