Eli van der Giessen rips apart the David Suzuki Foundation’s recent action alert and uses it as a case study to demonstrate how to use Google Analytics goal-tracking and link tagging to measure which traffic sources are most useful. Which group is more likely to complete an action? Email subscribers or Facebook Like-ers?
2. Sponsor
www.CreativeTechnology.org
Wednesday, December 8, 2010
Provided venue FREE for last month and this month too. Until mid March, when they open W2
Woodwards.
3. Wireless internet
SSID: W2 Storyeum
Pass: 6046444349
Wednesday, December 8, 2010
4. Things you should
know
• My name’s Eli. I’m your volunteer organizer
• Washrooms are over there!
• Sign-up at NetTuesday.ca for updates
Wednesday, December 8, 2010
5. What is Net Tuesday?
• Net Tuesday is an initiative of TechSoup
• Monthly meetups for nonprofits and their
allies in technology, marketing and
communications.
Wednesday, December 8, 2010
6. A global network of
volunteers
Wednesday, December 8, 2010
85+ monthly meetups
11. Wednesday, December 8, 2010
Our time is precious. Let’s not waste it by investing our time in the wrong strategies. Only
have enough time to deal with two marketing/communications channels? This case study
should help you figure our which channel brings you the most value.
13. http://action.davidsuzuki.org/C-311
Wednesday, December 8, 2010
A standard petition.
Protesting the Senate’s veto-ing of Bill C-311 The Climate Change Accountability Act.
The Act would have made government accountable for putting in place the solutions to reduce global warming emissions to safe levels – in line with targets that
leading scientists say are necessary to avoid the devastating consequences of uncontrolled climate change.
18. Wednesday, December 8, 2010
WHAT WE’RE MEASURING: what % of visitors to the action alert landing page completed the
form and sent an email to the Prime Minister.
NOTE: I didn’t track Twitter with a tracking URL, so I only see traffic generated by people
using the website. Tweetdeck, Twitterific and other applications don’t show up. I also did not
track the share-with-a-friend-by -email link.
19. Lots of data
Wednesday, December 8, 2010
But what does it mean? Sometimes we have to make educated guesses.
And the data is NEVER 100% accurate. It’s mostly useful as a rough measurement and for
comparing changes vs. real numbers. Ie.) When Google Analytics says you have 100,000
visitors it’s lying, but you can trust it if it sez your traffic has gone up or down 10%. Relative
measures vs. hard numbers.
20. So we know our
conversion rates on
Action.Davidsuzuki.org
...
Wednesday, December 8, 2010
21. But what’s our
conversion rate going
back one more step to
the source website or
email?
Wednesday, December 8, 2010
22. Recipient click-thru rates and conversion rates
% click thru TO # of petitions Form %
Source List/audience size # of links clicked Notes
form landing page signed via form conversion
No way to track which
Facebook.com 110,000 15,155 ? 6,365 42% came via DSF facebook
and which came via
plus shares other shares
Direct - inc. email Most of this probably
shares and Twitter ?? 12,401 ? 2,480 20% comes from the share
with a friend link.
apps
Sent to ppl who had
Action alert email 32,000 8,395 26% 5,070 60% completed an action in
the past
Reddit.com ? 3,206 ? 762 24% A surprise!
DavidSuzuk.org Views of homepage
homepage 18,084 1,966 10% 255 13% over two week period
Launched several days
Defi Nature email 5,000 501 10% 343 69% after the English. Issue
starting to cool. Not an
advocacy-only list.
Climate blog Added link mid day on
(Morag) 1,000 416 41% 172 41% Nov 19. Top of page
Most Twitter traffic was
Twitter ?? 364 ?? 92 25% lost. Probably in
"Direct"
Science Matters One of many links in
email 14,000 292 2% 146 50% email
Wednesday, December 8, 2010
What can we learn from all this?
+ Email tends to have a higher conversion rate than web traffic. Use it! BUT, emails with
several links don’t drive clicks (see Science Matters)
+ Facebook is now the largest driver of traffic to the advocacy pages, and may actually
convert at a higher rate than our general email list.
+DSF homepage drove traffic, but converted very badly. General audience hard to target
24. So, how do you track a
campaign like this?
Wednesday, December 8, 2010
25. Two steps
1. Setup task-completed Goals
2. Tag your URLS
Wednesday, December 8, 2010
26. Goals
Wednesday, December 8, 2010
Go into your Google Analytics Settings and add a new goal.
You need to have a separate URL for each step and can’t leave your domain.
Google Help: How to setup goals and funnels. http://goo.gl/bbWoz
28. Tagging your links
URL-builder:
http://goo.gl/v4vQk
Wednesday, December 8, 2010
29. Action.DavidSuzuki.org
to
http://Action.DavidSuzuki.org/?utm_source=Science-
Matters&utm_medium=email&utm_campaign=C311
Wednesday, December 8, 2010
The tagged URL is gibberish!
But you don’t need to create these manually.
30. Google campaign URL builder
Wednesday, December 8, 2010
URL-builder: http://goo.gl/v4vQk
32. Group buying and deals
Wednesday, December 8, 2010
You’ve probably heard about Groupon, the daily deal site that offers discounts if a minimum number of purchase commitments are made. They’ve already got 18 million subscribers and are continuing to grow
rapidly. But did you know that Groupon evolved out of the social-change focused online community The Point?
•
How can nonprofits and social entrepreneurs make use of Groupon and Groupon-like sites?
•
What’s the best way to structure the deal?
•
Is it right for you and your organization?
33. The Panel
• Annalea Krebs, Founder and CEO of
ethicalDeal
• Chris Mathieson, Executive Director of the
Vancouver Police Museum
Wednesday, December 8, 2010
Join panelists Annalea Krebs of ethicalDeal and Chris Mathieson of the Vancouver Police Museum as they share their experiences from both the business and client sides of the relationship.
ethicalDeal launched a daily deal with the David Suzuki Foundation this morning. (Tuesday, December 7)
Annalea Krebs is a passionate social entrepreneur whose vision and energy to build a brighter, more sustainable future inspires those around her. She believes that business can be a powerful force for change,
and loves companies that are built to make the world better. For Annalea, ethicalDeal is an opportunity to introduce more people to sustainable businesses, products & services.
Chris Mathieson is the Executive Director of the Vancouver Police Museum, a self-funded charity that has seen incredible growth (from 3000 to 25,000 visitors a year) over the last five years, partly by being
unafraid to take small risks in social media and other emerging technologies.
A few additional notes from Chris:
“- We’ve offered two Groupons since they launched in the Vancouver, one for museum admission and one for our “Sins of the City” walking tour. Both offers were very carefully crafted to benefit us while
minimizing our risks, something some companies don’t seem to be doing. Both were significant successes for us, but only because we were thoughtful about what we were doing. (We hope…)”
Provided venue FREE for last month and this month too. Until mid March, when they open W2 Woodwards.\n
\n
\n
\n
85+ monthly meetups\n
Nerd times!\n
So, you think the topic is boring? OR....\n\n
TERRIFYING!\n
\n
Our time is precious. Let’s not waste it by investing our time in the wrong strategies. Only have enough time to deal with two marketing/communications channels? This case study should help you figure our which channel brings you the most value.\n
\n
A standard petition.\n\nProtesting the Senate’s veto-ing of Bill C-311 The Climate Change Accountability Act. \nThe Act would have made government accountable for putting in place the solutions to reduce global warming emissions to safe levels – in line with targets that leading scientists say are necessary to avoid the devastating consequences of uncontrolled climate change.\n
The secret sauce to any petition is the share feature.\nIt’s the core of list growth for many organizations.\n\n
Share on FB and Twitter, plus an email form.\n
And now we REALLY get into data nerdiness\n
\n
WHAT WE’RE MEASURING: what % of visitors to the action alert landing page completed the form and sent an email to the Prime Minister.\n\nNOTE: I didn’t track Twitter with a tracking URL, so I only see traffic generated by people using the website. Tweetdeck, Twitterific and other applications don’t show up. I also did not track the share-with-a-friend-by -email link.\n
But what does it mean? Sometimes we have to make educated guesses.\nAnd the data is NEVER 100% accurate. It’s mostly useful as a rough measurement and for comparing changes vs. real numbers. Ie.) When Google Analytics says you have 100,000 visitors it’s lying, but you can trust it if it sez your traffic has gone up or down 10%. Relative measures vs. hard numbers.\n
\n
\n
What can we learn from all this?\n\n+ Email tends to have a higher conversion rate than web traffic. Use it! BUT, emails with several links don’t drive clicks (see Science Matters)\n\n+ Facebook is now the largest driver of traffic to the advocacy pages, and may actually convert at a higher rate than our general email list.\n\n+DSF homepage drove traffic, but converted very badly. General audience hard to target\n
Ouch!\nLet’s wash out brains off after all that hard work.\n
\n
\n
Go into your Google Analytics Settings and add a new goal.\nYou need to have a separate URL for each step and can’t leave your domain.\n\nGoogle Help: How to setup goals and funnels. http://goo.gl/bbWoz\n
Stay with me! We’re almost there!\n
\n
The tagged URL is gibberish!\nBut you don’t need to create these manually.\n
URL-builder: http://goo.gl/v4vQk\n
And you’re done!\n\n
You’ve probably heard about Groupon, the daily deal site that offers discounts if a minimum number of purchase commitments are made. They’ve already got 18 million subscribers and are continuing to grow rapidly. But did you know that Groupon evolved out of  the social-change focused online community The Point?\n•How can nonprofits and social entrepreneurs make use of Groupon and Groupon-like sites?\n•What’s the best way to structure the deal?\n•Is it right for you and your organization?\n\n\n
Join panelists Annalea Krebs of ethicalDeal and Chris Mathieson of the Vancouver Police Museum as they share their experiences from both the business and client sides of the relationship.\nethicalDeal launched a daily deal with the David Suzuki Foundation this morning. (Tuesday, December 7)\nAnnalea Krebs is a passionate social entrepreneur whose vision and energy to build a brighter, more sustainable future inspires those around her. She believes that business can be a powerful force for change, and loves companies that are built to make the world better. For Annalea, ethicalDeal is an opportunity to introduce more people to sustainable businesses, products & services.\nChris Mathieson is the Executive Director of the Vancouver Police Museum, a self-funded charity that has seen incredible growth (from 3000 to 25,000 visitors a year) over the last five years, partly by being unafraid to take small risks in social media and other emerging technologies.\nA few additional notes from Chris:\n“- We’ve offered two Groupons since they launched in the Vancouver, one for museum admission and one for our “Sins of the City” walking tour. Both offers were very carefully crafted to benefit us while minimizing our risks, something some companies don’t seem to be doing. Both were significant successes for us, but only because we were thoughtful about what we were doing. (We hope…)”\n
\n
\n
I’ll be presenting at Social Media Marketing Unplugged in January.\nBefore & Up to Dec 20: $159\n