Using Analytics To Investigate, Evaluate & Decide
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The document outlines key strategies for using analytics in nonprofit communications, emphasizing the importance of setting measurable goals and understanding audience demographics. It details various analytical tools and techniques to assess web, social media, and blog performance, providing insights on user engagement and optimizing outreach efforts. Presenters from Tunheim Partners share their expertise in using these analytics to enhance communication effectiveness and audience engagement.
![Thank you For a copy of this presentation go to: http:// slidehare.net/tunheimpartners For more information contact: David Erickson 952-851-7242 [email_address] Noelle Hawton [email_address] Natalie Wires [email_address] Tunheim.com e-Strategy.com](https://image.slidesharecdn.com/analyticstppresentation-020310-final-100204062142-phpapp01/85/Using-Analytics-To-Investigate-Evaluate-Decide-38-320.jpg)
Using Analytics To Investigate, Evaluate & Decide
- 1. Using Analytics to Investigate, Evaluate & Decide Minnesota Council of Nonprofits Annual Conference Communication to Conversation: Engaging in Today’s World February 4, 2010
- 2. Who We Are: About Tunheim Partners Well-regarded thinking and crisp execution – these are the building blocks of Tunheim Partners. Our clients turn to us to help them capitalize on important communications opportunities. We respond with insightful counsel and service to help them achieve their objectives.
- 3. Presenters Noelle Hawton, senior vice president, Tunheim Partners Gen X 17 years in communications http://linkedin.com/in/noellehawton David Erickson , director e-Strategy, Tunheim Partners Gen X Uncle to Millennials 14 years Internet marketing experience Twitter: @ derickson e-StrategyBlog.com Natalie Wires , account representative, Tunheim Partners Millennial e-Strategy team member Experience in online marketing and communications Twitter: @ nataliewires NataliesWire.com
- 4. Measurement Goals Set a goal – In order to properly use analytic tools you need to first set a goal of what you want people to do on your site. Do you want them to fill out a form, make a purchase, etc. Base your strategies around these goals. Who is it you want to reach? Demographic Geographic Roles Donor Volunteer Media Legislature Why do you want to reach them? Create awareness Get donations Volunteers After you determined your goals you’ll be able to identify the proper channels
- 5. Traditional Analytics What is measurable Referral Calls Awareness Media impressions/tone Competitive analysis Event attendance Tools for measurement Survey data Year to year media coverage Asking people how they heard about your organization Terminology Impressions – readership number multiplied by 2.5
- 6. Web Analytics Google Analytics 101 Basic measurements Visitors Traffic sources Content Goals
- 7. Web Analytics Data comparison Advanced segments Visitor trending Time of day Day of week Visualization
- 8. Web Analytics Clicktale – Web analytics service that give you videos, charts and heatmaps showing how visitors are interacting with your Web site. Features include: Movies of your visitors' browsing sessions to analyze their behavior (i.e. mouse movements, mouse clicks, scrolling actions and interactions with online forms) Heatmaps show where visitors click, where they look and how far down they scroll (i.e. where visitors stop and pay attention, what parts they skip, how far they scroll) Link Analytics shows interactions, hover and hesitation time Form Analytics reveals problem fields in online forms that cause visitors to leave Pricing – there is a free option, but it is limiting, especially if you have an active site.
- 9. Web Analytics Click to view videos showing the exact experience a user had on your site Check out what country your visitors comes from Amount of time people spent on your site How are your visitors finding your site?
- 10. Web Analytics Red = scrolled slowest, most engaged with site Blue = scrolled quickest, least engaged with site Clicktale’s Scrolling Heatmap Business application Put the most important information where people are already focusing their attention.
- 11. Web Analytics CrazyEgg – visuals and heatmaps of how your visitors are interacting with your page. Hover to reveal link click rates Business application Which of your links are visitors clicking on? What kind of information are they looking for when they visit your site?
- 12. Web Analytics CrazyEgg Heatmap Shows which parts of your page visitors are clicking on. Hot colors equal more clicks. Business application Put your organization’s most important information where people’s eyes are naturally drawn.
- 13. Web Analytics CrazyEgg Confetti Another way to see where your visitors are clicking. Each dot represents a click. Can sort by: Referrer Search engine Search term Time of day Day of week Browser Other Web analytic tools: Get Clicky, Statcounter
- 14. Search Analytics Google Trends – Insight for search Shows increases in search traffic for specific terms Can sort by region or timeframe Can compare multiple terms by adding a comma in your search inquiry Other search analytic tools: Keyword Discovery, Wordtracker Business application Are you optimizing your page for the correct search terms at the correct time of year? Are you reaching out to your key audience when they are most likely to be searching for you?
- 15. Competitive Analytics Google AdPlanner Gives statistics on various Web sites including: Daily unique visitors Gender Age Education Household Income Other sites visited Business application Are your visitors the demographic that you expect them to be? Are you reaching out to this demographic in your other marketing tactics? What other sites are your visitors going to? What demographic of people are visiting your competitors’ sites? Other competitive analytics: Quantcast, Compete, Alexa
- 16. Blog Analytics FeedBurner FeedBurner’s subscriber count is based on an approximation of how many times your RSS feed has been requested in a 24-hour period. Subscribers is inferred from an analysis of the many different feed readers and aggregators that retrieve this feed daily. Subscribers count is calculated by matching IP address and feed reader combinations, then using a detailed understanding of the multitude of readers, aggregators, and bots on the market to make additional inferences. It can reflect the number of subscribers on a given day or the average number of subscribers over the course of time. Business application People generally subscribe to only their favorite blogs. Is the content on your blog appealing enough to people to make them want to get your posts directly to their reader?
- 17. Blog Analytics Technorati Business application Determine which blogs are worth spending resources developing a relationship with and pitching story ideas to. Technorati Authority measures a site’s standing and influence in the blogosphere. Authority is calculated based on a site’s linking behavior, categorization and other associated data over a short, finite period of time. A site’s authority may rapidly rise and fall depending on what the blogosphere is discussing at the moment, and how often a site produces content being referenced by other sites. Links in blogrolls don’t count towards Authority, as they are not indicative of interest in relevant content. Authority is on a scale of 0-1000, 1000 being the highest possible authority. Technorati Rank is a site's rank among the Technorati Authority of all sites. 1 is the highest rank.
- 18. Blog Analytics Backtype Other blog analytics tools: Google Reader, Bloglines Enter search term Bring up comments people are making either on news articles, blogs or Twitter. Business application Perfect for monitoring online chatter about a given topic Great tool to see what the masses are saying during a crisis
- 19. Social Analytics Facebook – Interaction Graphs Interactions occur when someone writes on your wall, comments on your post or likes your content. Post quality measures how engaging your posts have been to Facebook users over a rolling seven-day period. Business application Are your fans engaging with the content you are posting? How are they engaged (i.e., are they reacting to your content or adding their own wall posts?
- 20. Social Analytics Interaction graphs show how fans are interacting with your posts and consuming your material. Can sort by interactions (total, comments, wall posts, likes), interactions per post, post quality, discussion posts, reviews and mentions. Sort by timeframe to see how interactions change over time.
- 21. Social Analytics Facebook – Gender and Age Charts Active Fans = Fans who have written on your wall or engaged with your posts in the last week. Business application Is this the gender breakdown you expected? Is this the gender breakdown you want?
- 22. Social Analytics Facebook – Location Lists
- 23. Social Analytics Facebook – Fan Graphs Shows trends in user acquisition and subscription Can sort by total fans/unsubscribed fans, new/removed fans, top countries, demographics, pageviews/unique pageviews, unsubscribes/resubscribes and media consumption Change timeframe to see how interactions change over time.
- 24. Social Analytics Facebook – Post Insights Facebook is in the process of rolling out insights for individual posts Impressions = raw number of times this story has been seen on your wall and in the news feed of your fans Feedback is the number of comments and likes per impression Business application Is there a certain type of post that is getting the most reaction out of your fans?
- 25. Social Analytics Real-time results of what people are saying on Twitter about any topic Also shows trending topics Use advanced search option to limit results based on location, person, date, attitude and much more Twitter Search Business application Are you creating the kind of chatter you want? What are people saying about your organization and marketing tactics?
- 26. Social Analytics Ad. ly Gives insight into when your content is likely to be re-tweeted and when your followers are most engaged with you Tells you who your most influential followers are Business application At what time of day should you be sending the majority of your tweets? Are there specific, influential followers you should be paying attention to and making a point of interacting with?
- 27. Social Analytics TweetReach Shows how many people have seen a phrase, hashtag or link on Twitter, based on tweets, mentions and re-tweets Shows who is passing along your information. Can also, search a Twitter user to see how influential they are. Business application See how many people are seeing the information you’re tweeting about Find out who the top Twitter users passing along your content are, these are your biggest advocates. Are there people who are passing along similar content as yours who you have not engaged with yet? Are your competitors links, hashtags and information traveling further than yours?
- 28. Social Analytics Twitter Grader Calculates what kind of an impact a Twitter user has by assigning a grade The grade is determined based on number of followers, power of followers, updates, update recency, follower/following ratio and engagement It is then compared against all other Twitter users that also have a score. So, a Twitter Grade of 80, means that 80% of other users got a lower score. Lists “Twitter Elite” based on location Business application Are you making an impact on Twitter? Are you reaching out to the Twitter Elite in your area?
- 29. Social Analytics YouTube Determine what kind of an impact your videos are making based on views, ratings and comments. Shows if and where your video has been shared Lists what demographic your video is most popular with Business application Are people watching your videos? Are your videos appealing to your target audience? Where are people sharing the videos?
- 30. Social Analytics YouTube Advanced YouTube analytics give information on demographics, location Hot spots shows what part of the video people are paying the most attention
- 31. Social Analytics Flickr With a basic account you can look at number of views, number of people who call the photo a favorite, amount of comments, sentiment of comments. With a paid pro account you get more stats including graphs showing what your most viewed photo is, etc. Business application Are people seeing your photos? Are they liking your photos?
- 32. Link Analytics Yahoo Site Explorer Tells you who is linking to a Web page, article, press release, etc. Take out links from your site Business application Find audiences for a particular topic What type of interest has there been for a press release or news story you have been mentioned in
- 33. Link Analytics Bit.ly Shows how many people have clicked on your link. Top number is number of people who have clicked on your link Bottom number is all the clicks on the aggregate bit.ly link Shows timeframe, location, where the link is being shared Business application Know how many people are looking at your content Make a unique link for your Facebook post, Tweet and E-mail newsletter and see which tactic gets the most clicks Other link analytics: Delicious
- 34. E-mail Analytics Constant Contact, MailChimp E-newsletter service that provides analytics on Opens Click through Segmentation A/B Testing
- 35. Scenarios – Online Performance Primary Communication Channels Site performance Search traffic User activity Conversions Insight User behavior User interest Traffic trends Events Seasonal Measurement Online Email Social media Offline Media placement Advertising
- 36. Scenarios – Media Placement Interview Online reactions Search traffic Direct traffic Cite domain Quoted Name search Article title search Link referrals Broadcast/Print/Online Expert positioning Search Blog Social Reactions Broadcast Print Online
- 37. Scenarios – Fundraising Direct mail Unique domain Web donations Click Tracking Form submissions Email Deliveries Opens Click tracking Form submissions Events Email metrics Form submissions Add to calendar Map page views Google local business center Driving direction clicks
- 38. Thank you For a copy of this presentation go to: http:// slidehare.net/tunheimpartners For more information contact: David Erickson 952-851-7242 [email_address] Noelle Hawton [email_address] Natalie Wires [email_address] Tunheim.com e-Strategy.com
Editor's Notes
- #7: Google Analytics 101 Open Google account Install code to site Wait while Google captures data Basic measurements Visits/visitors Pageviews Pages per visit Average time on site Bounce rate Visitors New vs. returning Technical capabilities Browsers Operating systems Screen colors and resolutions Flash version Mobile Geography Map Overlay Language Network Properties Traffic sources Direct traffic – typing in domain name or coming from bookmark in your browser Referring sites – sites linking to your site Search engines Keywords AdWords Keywords Campaigns Aversions Keyword positions Content Top content sort by title, URL, Content Drilldown, Landing Page, Exit Page and Site Overlay Event Tracking AdSense Goals Conversions are the primary goal Set up a goal, i.e. start at homepage, finish by completing a form Tells you path that user took to complete the desired goal Will give you total conversions, conversion rate and funnel visualization Can compare sets of traffic by date, i.e. compare data from the previous year Will tell you how your site is performing compared to previous year Look at new visitors from search engines, if it is up than your search is better optimized for search Don’t just look at visits, but also engagement (pages/visit) to see if you are reaching the correct people Exclude certain keywords See what search terms are resulting in highest bounce rates and most time spent on site % New Visits – if there are a lot, you are well search optimized Add annotations If you want to save a report you can save it to your Google Analytics dashboard or e-mail it to yourself once or on a regular basis