These are the slides from our panel at the Personal Democracy Forum 2010 conference on Web Analytics. These slides covered my section and Alisa Aydin from US Fund for UNICEF.

1. Using Web Analytics Tools to Make Your Organization More Effective Shabbir J. Imber Safdar, Moderator Alisa Aydin, US Fund for UNICEF Ken Deutsch, Morningside Analytics Shayna Englin, Englin Consulting

2. What we’re covering today What is analytics? Where do I start? (Shabbir) Measuring Social Media (Alisa) Measuring Movement In Social Media (Ken) Measuring Advocacy (Shayna)

3. Does this sound like you? “We have Google Analytics installed. We look at reports of numbers of visits and sources of traffic.” “We track our email open and clickthru rate closely, but we haven’t wildly changed the number of emails we send, or segmented our list.” “We’re going to get Google Analytics installed to see what is working in our marketing.”

4. Questions to ask yourself What is the one big goal that your online efforts can fulfill that everyone would appreciate? Until you focus reporting about your activities on this goal, analytics in your org will be a hobby (weakly budgeted).

5. What is analytics? A well-run analytics program involves a perpetual cycle of “measure-learn-adjust”, over and over again. It lets you focus your entire org on your goals, which means you can stop doing stuff that doesn’t work. It forces you to segregate your audience so you don’t treat them all as one big average.

6. Starting an analytics program Define your big goals; get high level support Figure out the events that impact your goals and how to measure that goal with the tool Stop reporting what doesn’t influence the outcome Experiment, measure, analyze Design new experiment Repeat forever Forever

7. Analytics for UNICEF-USA Big Goal = raise $$ Everyone can understand it Allows cross-channel comparison Download at www.truthypr.com

8. 20K fans at the time of the study FB drove almost 2% of site traffic FB clicks converted to donors at 1.8% UNICEF on Facebook Which means that FB is measurably producing donations for UNICEF-USA. (Who said measuring social media is hard?)

9. The Funnel

10. UNICEF should always post on Wed, Thurs, Fri

11. UNICEF shouldn’t post more than 3x per day Clickthrough:

12. No Surprise:Extremely High Profile News = Big Clickthrough

13. Optimize:Link to donation-enabled pages during high profile events