Digital Metrics: What to Measure, How and Why
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So you have a website, blog, social media, and other digital platforms, but how do you know if your efforts are worthwhile? This presentation will help nonprofits figure out which metrics matter most, review key data points to consider, and recommend tools and processes for collecting and reporting digital metrics. Meico Whitlock, the Associate Director of Communications at NASTAD gave this presentation at #SM4NP DC on June 18, 2015.
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Digital Metrics: What to Measure, How and Why
- 1. DIGITAL METRICS: WHAT TO MEASURE, HOW AND WHY June 18, 2015 Presented by @MeicoWhitlock Associate Director, Communications, @NASTAD 2015 Social Media for Nonprofits DC Conference #SM4NP
- 2. WHO’S IN THE ROOM? #SM4NP
- 3. WHY WE’RE HERE ①Which digital metrics matter most for your organization? ②Key metrics (almost) every organization should be capturing ③Tools and processes for collecting, reporting, and putting data into action @MeicoWhitlock #SM4NP
- 4. Guy Kawasaki SM Landscape Graphic @MeicoWhitlock #SM4NP
- 5. WHICH METRICS SHOULD YOU MEASURE? Well, it depends...
- 6. START WITH A STRATEGY ① Who’s your audience? Hint: The general public isn’t an audience! ② What do you want to achieve? ③ What does success look like? #SM4NP@MeicoWhitlock
- 7. START WITH A STRATEGY Audience + Goals + What is Success = What to Measure (and Why) #SM4NP@MeicoWhitlock
- 8. CASE STUDY
- 9. CASE STUDY The National Alliance of State and Territorial AIDS Directors (NASTAD) works with state health department staff in all 50 states and U.S. territories to end HIV and viral hepatitis. We work to ensure quality care and treatment and improve health outcomes for people living with HIV and viral hepatitis. #SM4NP@MeicoWhitlock
- 10. CASE STUDY • AUDIENCE: U.S. state health department staff • GOAL: Increase reach of HIV-related health department resources • SUCCESS: Resources reach the right people, in the right place, at the right time #SM4NP@MeicoWhitlock
- 11. CASE STUDY • OUR APPROACH: Share high quality, relevant, and timely resources consistently via email, Facebook, Twitter #SM4NP@MeicoWhitlock
- 12. CASE STUDY • WHAT WE MEASURE: – Mailchimp • Open rate, clicks, unsubscribe rate – Bit.ly • Clicks and referral sources #SM4NP@MeicoWhitlock
- 13. CASE STUDY • WHAT WE MEASURE (continued): – Google Analytics • Unique pageviews • Top referral and social media sources – Facebook • Engagement (likes, comments, shares) #SM4NP@MeicoWhitlock
- 14. CASE STUDY • WHAT WE MEASURE (continued): – Twitter • Engagement (retweets, mentions, favorites, replies) #SM4NP@MeicoWhitlock
- 15. WHAT (ALMOST) EVERY ORGANIZATION SHOULD BE MEASURING
- 16. KEY METRICS TO CONSIDER • Google Analytics – Unique pageviews – Top referral and social media sources – Top keyword searches • Facebook – Engagement (likes, comments, shares) – Organic Reach #SM4NP@MeicoWhitlock
- 17. KEY METRICS TO CONSIDER • Twitter – Engagement (retweets, mentions, favorites, replies) • Email – Open rate, clicks, unsubscribe rate • URL shortener (e.g. bit.ly, tiny url, etc.) – Clicks and referral sources #SM4NP@MeicoWhitlock
- 18. HOW TO MEASURE WHAT MATTERS MOST
- 19. MEASUREMENT TIPS • Don’t reinvent the wheel • There’s no “magic” tool that does it all (sorry!) • Start small – Think about what you actually need to take meaningful action and start there • People and process are more important than which tools you use #SM4NP@MeicoWhitlock
- 20. A FEW GOOD REPORTING TOOLS • Excel/Google Spreadsheets • Google Analytics • Facebook Insights • Twitter Ads • Sprout Social • Bit.ly Analytics • Mailchimp Reports #SM4NP@MeicoWhitlock
- 21. REPORTING TIPS • Know your audience and think about which metrics are of most value to them • Don’t be afraid to ask which data your audience wants to see • Metrics don’t exist in a vacuum. Be able to explain the what, the why, and they how #SM4NP@MeicoWhitlock
- 22. REPORTING TIPS • In order to prove a metric’s value to your audience, you need to compare it to metrics from previous time periods • Understand your metrics and methodology • Bad news is ok! Just make sure you can explain why the news is bad and have an action plan to fix it #SM4NP@MeicoWhitlock
- 23. RESOURCES • www.JohnHaydon.com • www.bethkanter.org/sm-metrics/ • https://aids.gov/using-new-media/ #SM4NP@MeicoWhitlock
- 24. AKNOWLEDGEMENTS #SM4NP@MeicoWhitlock • Briana Kerensky, Food & Water Watch • Matt Ott, Small World Labs
- 25. CONTACT ME • Twitter: @MeicoWhitlock • Email: mwhitlock@NASTAD.org #SM4NP@MeicoWhitlock
Notes de l'éditeur
- Introductions: Panelists By show of hands, what’s your role in your organization? Who’s given presentation to non-digital person? Negative experience expressing data? Who are you presenting to? Senior level, colleague, team members?
- For Case Studies introduction
- The digital landscape is every expanding, so how do you determine which digital metrics matter most? It starts with choosing the right tools. Pick the tools that make the most sense for you organizational and program goals. Have a vision.
- Introductions: Panelists By show of hands, what’s your role in your organization? Who’s given presentation to non-digital person? Negative experience expressing data? Who are you presenting to? Senior level, colleague, team members?
- It’s important to have a digital strategy. If you don’t have one, creating one is an important next step. Doesn’t need to be long and detailed. One page plan that outlines audiences, goals/objectives, and measures of success is sufficient. If you already have one, start there. Audience: consider external (are you trying to reach – get to donate or take action on your behalf) and internal audiences (what do your internal stakeholders want and need to know?)
- If you understand your audience, have clear goals and objectives and clear vision of that success looks like, then you have an idea of what to measure, and more importantly, WHY!
- Introduce NASTAD; membership organization and association; non-traditional fundraising organization
- Mention tradition fundraising organizations that may have more concrete goals.
- This is the simple version, of course. But our approach is based on what we know about our audiences and how they like to receive information; we “listen” to their feedback and monitor engagement; important to be using the tools your audience uses (constantly assess); Don’t use FB and other tools just because others are or you think you should be; Also, the mix of how you use the tools matters as well.
- This is what we measure based on our strategy. What you measure and/or emphasize may vary based on what’s important for your organization goals and strategy
- This is what we measure based on our strategy. What you measure and/or emphasize may vary based on what’s important for your organization goals and strategy
- This is what we measure based on our strategy. What you measure and/or emphasize may vary based on what’s important for your organization goals and strategy