Marketing for NonProfit Organizations
Transcript of Marketing for NonProfit Organizations
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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
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“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.
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Good ROI (Return on Investment)
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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).
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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
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Who are you?
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Assumptions● You have an overarching strategic goal for your organization.
● You do marketing!
● You care about building a following.
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Why measure?
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“If you can’t measure it, you can’t manage it.”- Peter Drucker
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$60 Million DollarIncrease
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Part 1: Web Marketing and Analytics
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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).
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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
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Measurement Model
Source: https://analyticsacademy.withgoogle.com/course01/unit?unit=2&lesson=4
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Measurement ModelWho do you need?
● Someone who understands business objectives/strategies
● Someone who understands analytics
● Someone with technical skills
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5 Step Measurement Planning● Document organizational objectives
● Identify strategies and tactics
● Choose KPIs (key performance indicators)
● Choose segments
● Choose targets (goals/outcomes)
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Step 1: Document Organizational Objectives● Examples
○ Increase fundraising by 30%
○ Let 10,000 people know about our mission
○ Sell all seats at fundraising banquet
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Step 2: Identify Strategies and Tactics● Examples
○ Increase response in email giving
○ Creating landing page to promote event/mission
○ Drive donations through social media
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Step 3: Choose KPIs● Examples
○ Email signups
○ Unique visitors to website
○ Sale of tables/seats at event
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Step 4: Segments● Examples
○ Large givers ($1,000)
○ Socially engaged followers
○ New signups
○ Never attended an event
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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
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Micro and Macro Conversions
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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
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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!!!!!!
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Web Analytics Tools● Wordpress Jetpack
● KissMetrics
● Mixpanel
● Optimizely
● CrazyEgg
● Google Analytics!! <- Start here
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What are we trying to determine?
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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
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0-Day 30-Days 60-Days
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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
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30-Days - Tweak● Review first month of data
● Look for anomalies in tracking data (may mean errors in
setup)
● Seek to understand user behavior
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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
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Let’s Analyze a Website: Pencils of Promise
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So What Should PoP Measure?Goals:
● Email Signups
● Donations
Sources: Where is the traffic coming from?
● Search
● Referral
● Social
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Part 2: Social Media Analytics
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Social Media is fundamentally a social medium, not a transactional medium.
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Non-profits: Tell your story and show the difference you are making.
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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
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So what do we measure?
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Conversation Rate
# of Comments or Replies per Post
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Amplification Rate
# of shares/retweets per post
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Applause Rate
# of likes/favorites per post
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Economic Value
Sum of Short and Long Term Revenue& Cost Savings
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Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
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Tools:True Social Metrics
HootsuiteBuffer
This one tracks applause, amplification, and conversation rates.
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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
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Further Reading● http://www.kaushik.net/
● https://analyticsacademy.withgoogle.com/
● http://digitalworkshopcenter.com/class/google-analytics-business/
● http://analytive.com/blog/