DEBRA ASKANASE STEVEN BACKMAN MARC BAIZMAN introducing DATA DRIVEN TECH LEADERSHIP 1 Some rights reserved: This work is licensed by Debra Askanase, Steven Backman, Marc Baizman under the Creative Commons Attribution- NonCommercial-ShareAlike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA.
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Introducing Data Driven Tech Leadership: Social media, Google Analytics, and Data Segmentation
Data-Driven Technology Leadership focuses on key questions and recommended metrics to help you provide direction to your organization on effective contact and donor management, social media and web content management.
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DEBRA ASKANASESTEVEN BACKMAN
MARC BAIZMAN
introducing
DATA DRIVENTECH LEADERSHIP
Some rights reserved: This work is licensed by Debra Askanase, Steven Backman, Marc Baizman under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA.
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TODAY’S AGENDA
• Introductions: Who’s in the room• Data-driven leadership and business goals• Facebook Insights: informing decisions• Getting what you need from Google Analytics• Smart data segmentation• Wrap-up/Q&A• Handout
What you need to make great decisions!
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WHO’S IN THE ROOM?
…AND WHO ARE WE?
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LEADERSHIP QUESTIONS
Sample Questions to Consider
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Marketing
Development
Programs
Volunteers/Advocacy
1. Which social media effort will help us recruit volunteers?
2. Should I hire a marketing staff?3. How to compare the
effectiveness of print, email, web, social media, press?
1. Which programs grew the most last year?
2. Do our client demographics match our mission, funding?
3. Do participants take part in more than one program?
1. What determines the giving potential for our donors?
2. Which donors have the most interest in our work?
3. Are our current or potential donors using social media? Which channels?
1. Where do good volunteers come from?
2. Are we hitting the issues important to our constituents
3. Do our activists support us financially?
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1FACEBOOKINSIGHTS
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3GOOGLE ANALYTICS
SMART
SEGMENTATION
WHERE TO GET THE DATA
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FACEBOOK INSIGHTS1
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SAMPLE SOCIAL MEDIA QUESTIONS
1. How many people care about us (and how deeply)?
2. What do they care about the most (and how deeply)?
3. What are we doing that reaches the most people?
4. What do we know about who cares about us?
Programming, advocacy and fundraising implications
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1. How many people care about us (and how deeply)?
PATA: “People Are Talking About” is the new engagement metric
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Liking the page doesn’t translate into reach. Stories reach.
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2. What do they care about the most?
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2. What are we doing that is working => What do they care the most about?
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What prompts them to mention you?
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Example of a success story: Einstein story, by the Insights
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Drilling down into post engagementFor the Einstein post, there were more engaged users (268) than the PATA metric (205)
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3. What are we doing that reaches the most people?
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4. What do we know about our fans?
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What do we know about who cares a lot?
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Tie it together with your own social media dashboard
Find this sample online metrics tracking template at: http://bit.ly/onlinemetricspreadsheet
www.google.com/nonprofits • Real-time statistics• Benchmarking…and so much more!
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3 SMART SEGMENTATION
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Where to begin? How is our Email Newsletter doing?
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Where to Begin? Try your calendar
. . .• September News• October News• Open House• --Fall Fund Appeal--• November News• --Fall 2d Appeal—
. . .
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Segmentation and Nonprofit Communications
“Segmentation is the process of defining the largest potential market in a way that is most useful to an organization. Market segmentation is done by dividing the whole into definable parts to identify, name, and describe these pieces in a way that makes sense for an organization.” --Shelli Bischoff
• Policy Interest Areas—legislation, advocacy• Program Interest Areas—your services• Participation Area—Volunteer areas• Client Services—past history• Demographics—what matters to you?• Giving History• Formal membership• Key staff or board contact• Individuals vs Households vs Organizations
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From Calendar to Lists
Event Media Source Data GoalFall Appeal 1
Email Contact, donor, email history
Open HouseFall Appeal 2a
Print, Email
Email sign-up? FB?
Large, Lapsed donors
10% return
Fall Appeal 2b
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Managing the Fall Appeal
- Exclude - Year End Only, {Premier Volunteer}, Do not solicit, No Mail, Bad Address, Deceased, and Anonymous 1: Major Active - Gift date since 1/1/11; gift amount >= $250
2. Major Lapsed - Gift date since 1/1/08; amount >= $250 ; Not this year 3. Regular Active - Gift date since 1/1/11; amount <= $249 4 Regular Lapsed - Gift date since 1/1/08; amount <= $249
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Report Example
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Combining Data Sources –
Query Email Solicitation Results against Contact data
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Don’t Overreach
Find indicators that support your goal
Find measures you can collect
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1FACEBOOKINSIGHTS
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3GOOGLE ANALYTICS
SMART
SEGMENTATION
RESOURCES FOR YOU
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Wrapping Up: Where to Start
• Know what you want to know before digging into the data
• Learn from experience...Be confident everyone is learning
• Plan to have integrated tools• Demystify “data” for your organization• FREE is not FREE - invest in training or get help!!!!
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Facebook Insights Resources
• Customizable online metrics tracking spreadsheet for you to use and share: http://bit.ly/onlinemetricspreadsheet
• Brian Clifton, “Advanced Web Metrics with Google Analytics”• Eric Petersen, “Web Analytics Demystified”• Jim Sterne, “Web Metrics”• Analysis Exchange (pairs web analytics peeps and NPOs for FREE): http://www.webanalyticsdemystified.com/ae/ae-business.asp• Frogloop Blog Post: