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Online Engagement for Higher Ed
1.
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
2.
Ground Rules User Forum
| Page #2 © 2010 Blackbaud
3.
1) Participate User Forum
| Page #3 © 2010 Blackbaud
4.
2) Ask Questions User
Forum | Page #4 © 2010 Blackbaud
5.
3) Be Courteous User
Forum | Page #5 © 2010 Blackbaud
6.
4) Enjoy Yourself User
Forum | Page #6 © 2010 Blackbaud
7.
Agenda for Today
9:30 a.m. Coffee & Networking 10:00 a.m. Introductions 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 User Forum | Page #7 © 2010 Blackbaud
8.
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 o One thing you are passionate about OR your guilty TV pleasure User Forum | Page #8 © 2010 Blackbaud
9.
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 o One thing you are passionate about OR your guilty TV pleasure User Forum | Page #9 © 2010 Blackbaud
10.
Lets Talk Online
Engagement
11.
Here’s a list
of Online Engagement schools doing online engagement perfectly User Forum | Page #11 © 2010 Blackbaud
12.
User Forum |
Page #12 © 2010 Blackbaud
13.
No one is
doing it perfectly User Forum | Page #13 © 2010 Blackbaud
14.
No one is
doing it perfectly User Forum | Page #14 Why is that?? © 2010 Blackbaud
15.
Who is f*cking
it up? Because, it’s hard... User Forum | Page #15 © 2010 Blackbaud
16.
Because, it’s hard ...And, sometimes
life comes at us fast User Forum | Page #16 © 2010 Blackbaud
17.
So...Focusing on the
activities that produce results is critical to success User Forum | Page #17 © 2010 Blackbaud
18.
Google Analytics –
A Crash Course Dominic Taverniti, Internet Solutions Manager
19.
Why Do Metrics
Matter? Help you understand what’s working and what’s not. Gives you insights into your constituents. If you can’t measure it, then you can’t manage it. User Forum | Page #19 © 2010 Blackbaud
20.
What Online Metrics
Tell You How did they What did How did it get here? they do? work? User Forum | Page #20 © 2010 Blackbaud
21.
No shortage of
data…what is most valuable? User Forum | Page #21 © 2010 Blackbaud
22.
Google Analytics
What are the objectives of the site? Donation Event Registration Site Registration Online Participation - active Visits - passive Analysis should lead to actionable steps for improvement. User Forum | Page #22 © 2010 Blackbaud
23.
Google Analytics
Measure Objectives Relevant Visits Conversions / Goals Constituent Action User Forum | Page #23 © 2010 Blackbaud
24.
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 User Forum | Page #24 © 2010 Blackbaud
25.
Page Analysis –
Board of Directors User Forum | Page #25 © 2010 Blackbaud
26.
Page Analysis User Forum
| Page #26 © 2010 Blackbaud
27.
Page Analysis –
Navigation Summary User Forum | Page #27 © 2010 Blackbaud
28.
Page Analysis –
Navigation Summary Insert more slides from Dominic……. User Forum | Page #28 © 2010 Blackbaud
29.
Page Analysis –
Attention Span User Forum | Page #29 © 2010 Blackbaud
30.
Page Analysis –
Connection Speed & Flash 8 Visitors on Dialup 16 Visitors without Flash User Forum | Page #30 © 2010 Blackbaud
31.
Page Analysis –
Conclusion Actionable Steps • Guide the audience into the site • Include content links • Add call-out navigation to content • Leverage audience engagement level and technical capability • 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 User Forum | Page #31 © 2010 Blackbaud
32.
Google Analytics –
Simmons College Alumni Community User Forum | Page #32 © 2010 Blackbaud
33.
Google Analytics –
keyword comparison Furman University Simmons College User Forum | Page #33 © 2010 Blackbaud
34.
Giving Page Analysis User
Forum | Page #34 © 2010 Blackbaud
35.
Giving Page Analysis
Navigation Summary : 35% go to tertiary pages • Contact Us • Make An Online Gift • Why Support Simmons User Forum | Page #35 © 2010 Blackbaud
36.
Giving Page Analysis
Browser size : http://browsersize.googlelabs.com/ User Forum | Page #36 © 2010 Blackbaud
37.
Giving Page Analysis
– Conclusion Actionable Steps • Move the call to action • Position above the fold • Make it the first action • 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 User Forum | Page #37 © 2010 Blackbaud
38.
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 • 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 User Forum | Page #38 © 2010 Blackbaud
39.
Unique Identifiable Visitor
– As Viewed in The Raiser’s Edge User Forum | Page #39 © 2010 Blackbaud
40.
Unique Identifiable Visitor
– As Viewed in The Raiser’s Edge User Forum | Page #40 © 2010 Blackbaud
41.
Unique Identifiable Visitor
– As Viewed in The Raiser’s Edge Combine web activity with other data to create prospect lists Query example: Visited Prospect # of Gifts ‘Legacy AGE > 60 List for PG >5 Giving’ Officer Web Page User Forum | Page #41 © 2010 Blackbaud
42.
The Market is
Noisy Resources 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/ 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/ User Forum | Page #42 © 2010 Blackbaud
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