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.
Presentation by Debra Askanase, Steve Backman, Marc Baizman at the 2011 Massachusetts Nonprofit Network/Associated Grantmakers of Massachusetts annual conference.
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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.
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!
2
WHO’S IN THE ROOM?
3
…AND WHO ARE WE?
4
Sample Questions to Consider
5
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?
6
FACEBOOKINSIGHTS
GOOGLE ANALYTICS
SMART SEGMENTATION
WHERE TO GET THE DATA
7
FACEBOOK INSIGHTS
8
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
9
10
1. How many people care about us (and how deeply)?
PATA: “People Are Talking About” is the new engagement metric
11
Liking the page doesn’t translate into reach. Stories reach.
12
2. What do they care about the most?
13
2. What are we doing that is working => What do they care the most about?
14
What prompts them to mention you?
15
Example of a success story: Einstein story, by the Insights
16
Drilling down into post engagement
For the Einstein post, there were more engaged users (268) than the PATA metric (205)
17
3. What are we doing that reaches the most people?
18
4. What do we know about our fans?
19
What do we know about who cares a lot?
20
Tie it together with your own social media dashboard
Find this sample online metrics tracking template at: http://bit.ly/onlinemetricspreadsheet
Where to begin? How is our Email Newsletter doing?
36
Where to Begin? Try your calendar
. . .
• September News
• October News
• Open House
• --Fall Fund Appeal--
• November News
• --Fall 2d Appeal—
. . .
37
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
• 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: