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Measure Your MarketingWeb and Social Analytics
for Nonprofit For-Purpose Organizations
Tyler Brooks
Founder @ Analytive // Associate at Third Sector Enterprises
Get the slides at: analytive.com/estes
“Would you tell me, please,
which way I ought to go from
here?” asked Alice.“That depends a good deal on
where you want to get to,” said
the Cat.“I don't much care
where,” said Alice.
“Then it doesn’t matter
which way you go,”
said the Cat.
Good ROI (Return on Investment)
Good marketing is an investment. It only becomes an expense when you don’t get a return (or you don’t know what that return
is).
Who I am?Tyler Brooks - Quantitative Growth Strategist
Founder // Analytive
Associate at Third Sector Enterprises
MBA and BA in Entrepreneurship
Google Analytics and Adwords Certified
Email: [email protected]
Cell: 574-780-4207
Who are you?
Assumptions● You have an overarching strategic goal for your organization.
● You do marketing!
● You care about building a following.
Why measure?
“If you can’t measure it, you can’t manage it.”- Peter Drucker
$60 Million DollarIncrease
Part 1: Web Marketing and Analytics
Define Web Analytics(1) the analysis of qualitative and quantitative data from your
website and the competition,
(2) to drive a continual improvement of the online experience
that your customers, and potential customers have,
(3) which translates into your desired outcomes (online and
offline).
What Web Analytics Can Tell Us● About the audience
○ Location
○ Age
○ Type of device
○ Interests
● Their behavior
○ Pages visited
○ Time on page
○ Conversions
● How they got here
○ Source
○ Medium
○ Ad/Post
Measurement Model
Source: https://analyticsacademy.withgoogle.com/course01/unit?unit=2&lesson=4
Measurement ModelWho do you need?
● Someone who understands business objectives/strategies
● Someone who understands analytics
● Someone with technical skills
5 Step Measurement Planning● Document organizational objectives
● Identify strategies and tactics
● Choose KPIs (key performance indicators)
● Choose segments
● Choose targets (goals/outcomes)
Step 1: Document Organizational Objectives● Examples
○ Increase fundraising by 30%
○ Let 10,000 people know about our mission
○ Sell all seats at fundraising banquet
Step 2: Identify Strategies and Tactics● Examples
○ Increase response in email giving
○ Creating landing page to promote event/mission
○ Drive donations through social media
Step 3: Choose KPIs● Examples
○ Email signups
○ Unique visitors to website
○ Sale of tables/seats at event
Step 4: Segments● Examples
○ Large givers ($1,000)
○ Socially engaged followers
○ New signups
○ Never attended an event
Step 5: Choose Target Outcomes● Examples
○ 2,000 new email signups
○ Increase email value per user
○ Drive 10,000 unique visitors to our website
○ Sell 50% of banquet tables through digital channels
Micro and Macro Conversions
Macro● Make a purchase
● Visit a store/location
● Sign up to volunteer
● Download a coupon
● Make a donation
Micro
● Sign up for an email list
● Engage on social media
● Watch a video
● Download a whitepaper
Macro● Make a purchase
● Visit a store/location
● Sign up to volunteer
● Download a coupon
● Make a donation
Micro
● Sign up for an email list
● Engage on social media
● Watch a video
● Download a whitepaper
Your analytics should track these!!!!!!
Web Analytics Tools● Wordpress Jetpack
● KissMetrics
● Mixpanel
● Optimizely
● CrazyEgg
● Google Analytics!! <- Start here
What are we trying to determine?
Where users coming from?
What do they do on the
site?
How do we build a digital relationship?
EmailWebsite
Social Media
AdsSearch Sign-Ups
DonationVolunteer
0-Day 30-Days 60-Days
0-Day - Setup● Ask “What do we want to accomplish?”
● Create a Measurement Model (what do we want to track?)
● Implement Tracking
○ Install tracking codes
○ Setup goal tracking!!!!
○ Customize codes
○ Tag links
● Create Dashboards
○ Focus on areas you are currently investing marketing
time/money
30-Days - Tweak● Review first month of data
● Look for anomalies in tracking data (may mean errors in
setup)
● Seek to understand user behavior
60-Days - Analyze● More time and resources should be spent analyzing data than
collecting data
● Look for anomalies in tracking data (may mean errors in
setup)
● Seek to understand user behavior
Let’s Analyze a Website: Pencils of Promise
So What Should PoP Measure?Goals:
● Email Signups
● Donations
Sources: Where is the traffic coming from?
● Search
● Referral
● Social
Part 2: Social Media Analytics
Social Media is fundamentally a social medium, not a transactional medium.
Non-profits: Tell your story and show the difference you are making.
Why do we do social media?Good reasons:
● Tell your story
● Spark conversation
● Engage with others
● Get permission to market
Not so good reasons:
● Ask for money
● Talk about YOU
So what do we measure?
Conversation Rate
# of Comments or Replies per Post
Amplification Rate
# of shares/retweets per post
Applause Rate
# of likes/favorites per post
Economic Value
Sum of Short and Long Term Revenue& Cost Savings
Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
Tools:True Social Metrics
HootsuiteBuffer
This one tracks applause, amplification, and conversation rates.
Want to Work Together?Analytive
Tyler Brooks
http://analytive.com
Want the Slides?analytive.com/estes/
Image Credit:male user by Indygo from the Noun Project
Smartphone by Michael Bundscherer from the Noun Project
Arrow Circle by Aaron K. Kim from the Noun Project
Further Reading● http://www.kaushik.net/
● https://analyticsacademy.withgoogle.com/
● http://digitalworkshopcenter.com/class/google-analytics-business/
● http://analytive.com/blog/
