Online Engagement for Higher Ed
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Transcript of Online Engagement for Higher Ed
Online Engagement – Using Web Analytics to Focus Your Efforts
Dominic Taerniti, Internet Solutions Manager
Jeff Terry, Higher Education Account Manager
Read our blog:www.netwitsthinktank.com
Ground Rules
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1) Participate
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2) Ask Questions
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3) Be Courteous
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4) Enjoy Yourself
Agenda for Today
9:30 a.m. Coffee & Networking
10:00 a.m. Introductions
10:30 a.m. Google™ Analytics Crash Course
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10:30 a.m. Google Analytics Crash Course
11:00 a.m. School Website Examples -Interpreting the analytics, taking action
Noon Group Discussion, Best Practice Exchange
12:45 p.m. Lunch
Introductions
Tell the group:
o Who you are, where you work & what you do
o What you are hoping to get out of this session
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o What you are hoping to get out of this session
o One thing you are passionate about OR your guilty TV pleasure
Introductions
Tell the group:
o Who you are, where you work & what you do
o What you are hoping to get out of this session
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o What you are hoping to get out of this session
o One thing you are passionate about OR your guilty TV pleasure
Lets Talk Online Engagement
Online EngagementHere’s a list of schools doing online engagement perfectly
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perfectly
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No one is doing it perfectlyNo one is doing it perfectly
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No one is doing it perfectly
Why is that??
Who is f*cking it up?
Because, it’s hard...
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Because, it’s hard
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...And, sometimes life comes at us fast
So...Focusing on the activities that produce results is critical to success
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Google Analytics – A Crash Course
Dominic Taverniti, Internet Solutions Manager
�Help you understand what’s working and what’s not.
�Gives you insights into your constituents.
Why Do Metrics Matter?
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�Gives you insights into your constituents.
� If you can’t measure it, then you can’t manage it.
What Online Metrics Tell You
How did they get here?
What did they do?
How did it work?
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get here? they do? work?
No shortage of data…what is most valuable?
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Google Analytics
What are the objectives of the site?�Donation�Event Registration�Site Registration
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�Online Participation - active�Visits - passive
Analysis should lead to actionable steps for improvement.
Google Analytics
Measure Objectives�Relevant Visits�Conversions / Goals�Constituent Action
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Google Analytics
Monitor Trends - tie trends to objectives�Traffic – email cadence, events�Keywords – search engines, on site�Sources – email, social networks�Conversions – do other objective surface
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�Conversions – do other objective surface
Page Analysis – Board of Directors
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Page Analysis
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Page Analysis – Navigation Summary
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Insert more slides from Dominic…….
Page Analysis – Navigation Summary
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Page Analysis – Attention Span
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Page Analysis – Connection Speed & Flash
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16 Visitors without Flash
8 Visitors on Dialup
� Actionable Steps• Guide the audience into the site
• Include content links• Add call-out navigation to content
• Leverage audience engagement level and technical capability
Page Analysis – Conclusion
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• 65% Bounce Rate• 1.25min Time on Page• 90% with High Speed Internet Access• 98% have Flash installed
• Ideas• Use video testimonials of board members to deliver call-to-action
and further engage audience• Enable audience association with board members through
dedicated giving channels
Google Analytics – Simmons College Alumni Community
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Google Analytics – keyword comparison
Furman University Simmons College
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Giving Page Analysis
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Giving Page Analysis
� Navigation Summary : 35% go to tertiary pages• Contact Us• Make An Online Gift• Why Support Simmons
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Giving Page Analysis
� Browser size : http://browsersize.googlelabs.com/
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Giving Page Analysis – Conclusion
� Actionable Steps• Move the call to action
• Position above the fold• Make it the first action
• Include more supporting information
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• Include more supporting information• Contact info, Gift types
• Provide audience-centric navigation• Fund, Interest-based, Major, Parents
• Use live chat for high touch, personalized service
Google Campaign Tracking
� Identify and track incoming links• Other school web properties – Primary site, blogs• Marketing channels – Facebook, Twitter, * Email
� Create, deploy and track• Go to the Google Tracking Link URL Builder to create links
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• Go to the Google Tracking Link URL Builder to create links• Provide tracking links to external sources for posting• Track campaigns in Google Analytics
• View isolated campaigns as Traffic Source• View campaign traffic as contributing source to any metric
* Link tracking is built into Blackbaud NetCommunity, tracking Unique Identified Visitor
Unique Identifiable Visitor – As Viewed in The Raiser’s Edge
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Unique Identifiable Visitor – As Viewed in The Raiser’s Edge
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Unique Identifiable Visitor – As Viewed in The Raiser’s Edge
� Combine web activity with other data to create prospect lists
� Query example:
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AGE > 60 # of Gifts > 5
Visited ‘Legacy Giving’
Web Page
Prospect List for PG
Officer
� Extending Google Analytics� Desktop Reporting's Polaris: http://www.desktop-reporting.com/index.html� Excellent Analytics: Microsoft Excel Plugin : http://excellentanalytics.com/� TRACKING� URL shortening services:� Bit.ly: http://bit.ly/
The Market is NoisyResources
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� Tinyurl.com: http://tinyurl.com/� Google link tracking:
http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578&hl=en
� RSS Feed subscription tracking: Feedburner: http://feedburner.com� Extras� Google Browser Size: http://browsersize.googlelabs.com/