Using Web Analytics Tools to Make Your Organization More Effective

Shabbir J. Imber Safdar, ModeratorAlisa Aydin, US Fund for UNICEF

Ken Deutsch, Morningside AnalyticsShayna Englin, Englin Consulting

What we’re covering today

• What is analytics? Where do I start? (Shabbir)• Measuring Social Media (Alisa)• Measuring Movement In Social Media (Ken)• Measuring Advocacy (Shayna)

Does this sound like you?

• “We have Google Analytics installed. We look at reports of numbers of visits and sources of traffic.”

• “We track our email open and clickthru rate closely, but we haven’t wildly changed the number of emails we send, or segmented our list.”

• “We’re going to get Google Analytics installed to see what is working in our marketing.”

Questions to ask yourself

• What is the one big goal that your online efforts can fulfill that everyone would appreciate?

• Until you focus reporting about your activities on this goal, analytics in your org will be a hobby (weakly budgeted).

What is analytics?

• A well-run analytics program involves a perpetual cycle of “measure-learn-adjust”, over and over again.

• It lets you focus your entire org on your goals, which means you can stop doing stuff that doesn’t work.

• It forces you to segregate your audience so you don’t treat them all as one big average.

Starting an analytics program

• Define your big goals; get high level support• Figure out the events that impact your goals

and how to measure that goal with the tool• Stop reporting what doesn’t influence the

outcome• Experiment, measure, analyze• Design new experiment• Repeat forever

Forever

Analytics for UNICEF-USA

• Big Goal = raise $$• Everyone can understand it• Allows cross-channel

comparison

Download at www.truthypr.com

• 20K fans at the time of the study• FB drove almost 2% of site traffic• FB clicks converted to donors at 1.8%

UNICEF on Facebook

Which means that FB is measurably producing donations for UNICEF-USA.

(Who said measuring social media is hard?)

The Funnel

UNICEF should always post on Wed, Thurs, Fri

QuickTime™ and a decompressor

are needed to see this picture.

UNICEF shouldn’t post more than 3x per day

Clickthrough:

No Surprise:Extremely High Profile News = Big Clickthrough

Optimize:Link to donation-enabled pages during high profile events

Destination Number of

TimesFacebook event page 1UNICEF-USA hosted page with news about the earthquake and an ask

14

CNN.com hosted video of UNICEF ambassador Mia Farrow asking for help for Haiti's children

1

UNICEF-USA twitter page 1No destination, just a thank you. 2YouTube.com-hosted videos of UNICEF celebrity ambassadors urging donations

3

TTL 22