Are We Getting Results? How to Track Your Nonprofit Social Media Efforts with Analytics
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Effective social media marketing involves thoughtful measurement and analytics. This session will cover: How to choose which metrics to track. How and where to pull metrics from social media. A brief review of popular analytics dashboards. How to use a simple spreadsheet to manage tracking. Benchmarking reports so you can see how you are doing compared to other nonprofits.
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Are We Getting Results? How to Track Your Nonprofit Social Media Efforts with Analytics
- 1. HOW TO GET THE MOST OUT OF THIS COURSE Show up at as many live events as possible. Ask questions. Schedule time to review the webinar recording and your notes each week. Commit to taking one action based on what you learned. Share your accomplishments and challenges in the Facebook Group for accountability, feedback, and support!
- 2. ABOUT ME Mom of 2 Former U.S. Peace Corps Volunteer Author, Storytelling in the Digital Age: A Guide for Nonprofits and How to Build and Mobilize a Social Media Community for Your Nonprofit in 90 Days Former Development and Marketing Director at small shops www.JCsocialmarketing.com Tweet: @JuliaCSocial
- 3. GET A FREE CHAPTER OF MY NEW BOOK: TEXT SOCIALMEDIA TO 33777
- 4. TODAY’S LEARNING OBJECTIVE S How to choose which metrics to track. How and where to pull metrics from social media. A brief review of popular analytics dashboards. How to use a simple spreadsheet to manage tracking. Benchmarking reports so you can see how you are doing compared to other nonprofits.
- 5. WHAT SOCIAL MEDIA IS A chance to make connections with your community where they spend a lot of their time A place to get real time feedback An opportunity to reach a wider audience
- 6. My favorite definition: Social media are “computer- mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks.”
- 7. WHAT SOCIAL MEDIA IS NOT An ATM A silver bullet A one size fits all A money spigot
- 8. SOCIAL MEDIA IS PERFECT FOR NONPROFITS! Shed light on complex, difficult issues. Advocate for our work and our impact. Address myths and misconceptions around the populations we serve. Educate and enlighten. Fill knowledge gaps. Keep people inspired by, and active in our work. Change the world we live in for the better. #takebackdigital
- 9. WE NEED TO PLAY THE LONG GAME Focus on transparency and trust. Elevate human connections and not automation. Lifting the veil to our work. Opening up a two-way dialogue.
- 10. ARE WE GETTING RESULTS? SETTING CLEAR GOALS
- 13. SAMPLE NONPROFIT SOCIAL MEDIA GOALS Goals (Example) Establish trust and credibility with our stakeholders. Clearly demonstrate evidence of impact. Be seen as the local go-to resource around the issue. (Example) Share more inspiring stories of the people that we serve. Shed light on the complex issues that we tackle. Provide the community with resources such as a tool kit, videos, photos, stories. (Example) Collect, craft, and share stories that elicit an emotion so people will give.
- 14. IMPROVING ON THE GOAL OF “RAISING AWARENES S” What about changing it to: We will leverage social media to share helpful resources, explain our unique impact, and connect our donors to our mission. In this way, we will become an indispensable part of the community, so much so that even people that do not directly use our services and benefit from our programs would miss us if we were gone.
- 15. MATCH WITH GOALS Goals Metric (Example) Establish trust and credibility with our stakeholders. Clearly demonstrate evidence of impact. Be seen as the local go-to resource around the issue. Blog readership Email subscribers Donor retention Website traffic (Example) Share more inspiring stories of the people that we serve. Shed light on the complex issues that we tackle. Provide the community with resources such as a tool kit, videos, photos, stories. Website traffic Facebook engagement Calls to hotline Toolkit downloads (Example) Collect, craft, and share stories that elicit an emotion so people will give. Make a compelling case for giving - why now, why this? Website traffic Facebook engagement New donors
- 16. WHAT ARE SOCIAL MEDIA ANALYTICS? Social media analytics is the gathering of data from social media platforms to help inform us and guide our marketing strategy. By paying close attention to social media analytics, you can measure your performance against your social media goals. Look for TRENDS. Always ask WHY. How have my followers grown this month? Which posts seem to perform best? Which times make the most sense to post?
- 17. GOOGLE ANALYTICS Free! https://analytics.google.com/analytics/we b/ Google Analytics is a free resource designed to track the effectiveness of your website and your digital marketing efforts. The key is to set it up correctly so that you are measuring and reporting on your nonprofit’s specific online marketing goals.
- 18. SET IT UP IN 3 EASY STEPS. 1. Sign up for your free account: https://www.google.com/analytics/web/?et=&authuser=#provisio n/SignUp/ 2. Add the tracking code to your website pages so Google can track the activity. 3. Check the dashboard and in a few hours you should be able to see data!
- 19. WEBSITE METRICS Some important website metrics for nonprofits to measure: Pages per Visit Average Visit Duration Bounce Rate (high is considered over 75%) Most Viewed Pages
- 20. TRACK SPECIFIC GOALS (ADVANCED) To measure a specific goal, create a “conversion goal” in the Admin section of your Google Analytics main dashboard. Examples of goals include: “Thank you for registering” page “Download completed” page “Thank you for donating” page https://support.google.com/analytics/answer/1032415?hl=en
- 21. TRACK SPECIFIC GOALS (ADVANCED) Sign in to Google Analytics. Click Admin, and navigate to the desired view. In the VIEW column, click Goals. Click + NEW GOAL or Import from Gallery to create a new goal, or click an existing goal to edit its configuration.
- 22. HOW TO USE GOOGLE ANALYTICS Analysis: Website traffic – How many visits to the online donation page do you need to result in a donation? What is a website visitor worth? Referrals – Where is your website traffic coming from? Which channels drive a lot of traffic? Do these channels tend to result in a donation?
- 23. FACEBOOK INSIGHTS Page Summary Your 5 Most Recent Posts Pages to Watch Groups People – learn about your Followers
- 26. YOUTUBE
- 27. POPULAR ANALYTICS DASHBOAR DS Social media analytics tools are usually used to complement social media management tools. The latter lets you plan and schedule your social media content while the former enables you to measure the performance and informs your strategy. The top free and paid social media analytics tools for marketers Buffer Analyze Sprout Social Hootsuite
- 28. BUFFER ANALYZE 3 cool features: Instagram Stories analytics Posting strategy recommendations Create professional reports in as few as two clicks Social media channels: Facebook Instagram Twitter What analytics you get for free: All features for 14 days Overview and charts for key metrics Posts and Stories analytics Audience insights Answers Easy-to-use report builder Pricing options: $35 and $50 per month
- 29. SPROUT SOCIAL 3 cool features: Analyze paid campaign performance across networks Get group report of your social media profiles Analyze your team’s performance (task performance, response rates, etc.) Social media channels: Facebook Twitter Instagram Pinterest LinkedIn What analytics you get for free: All features for 30 days Report builder Reports for each social media channel Reports for internal team performance Paid options: $99, $149, and $249 per month
- 30. HOOTSUITE 3 cool features: Customize reports by choosing from over 200 metrics and export them in PDF, Excel, or PowerPoint formats. Measure your customer care team’s response and resolution time on Facebook and Twitter. Track brand mentions better by integrating with specialized tools like Brandwatch and Talkwalker. Social media channels: Facebook Instagram YouTube LinkedIn Twitter Pinterest What analytics you get for free: All features for 30 days Overview of key metrics Unlimited real-time reports Team performance measurement Pricing options: $19, $99, $599 per month, and enterprise pricing
- 31. MY TRADEMARK SIMPLE SPREADSHEET http://bit.ly/nonprofitmetrics Click on this spreadsheet and to create your own, click on File Make Copy.
- 32. HOW TO USE THESE METRICS? Learn more about your followers Learn more about the type of content they like and want to see Learn more about when they are using Instagram and how they use it Change your posting day/time – there is no single best time Improve your content based on your top performing posts
- 33. SHOULD WE BE ON THERE? Is your target audience on this platform? Can you add value on this platform? Can you consistently create and share content that is designed for this specific channel; content that is not simply automated? Do you have the internal capacity and resources to respond to comments and questions, actively participate and not just “post and run”? Do you have the time to learn the unique language and best practices of a new platform? Can you analyze your work on this platform through analytics and insights, in order to improve?
- 34. INDUSTRY BENCHMARKING REPORTS M+R Benchmarks: https://www.mrbenchmarks.com/ 2019 Digital Outlook Report: http://www.care2services.com/2019- digital-outlook-report 2019 Global NGO Technology Report: https://www.funraise.org/techreport How U.S. Nonprofits Connect: https://institute.blackbaud.com/asset/techtrends/
- 35. QUESTIONS? Get a free chapter of my new book: Text SOCIALMEDIA to 33777 www.JCSocialMarketing.com
Hinweis der Redaktion
- Until you know exactly what you want to accomplish, whom you need to spur into action, and what you need to say to get them engaged, you will just be spinning your wheels on social media for little to no results.
- What social media is
- Best definition
- What social media is not Underpants gnomes
- As change agents, we have a responsibility to use revolutionary digital tools to change the world for the better. In our hyper-connected age, we have the ability like never before to influence global conversations around social justice, inequality, poverty, climate change, and other hot button issues.
- While the actual online tools may be frustrating, even infuriating, to nonprofits, the act of storytelling, genuinely communicating with supporters, and building an energized constituency shouldn’t be. When used strategically, the connection and reach afforded by social media and the potential to persuade as well as mobilize is unparalleled. Success demands that we articulate clearly what we stand for, define who we want to engage, and stop being afraid to run campaigns in an attention-grabbing way.
- To set your nonprofit up for maximum effectiveness on social media, you need to be crystal clear on your definition of social media success. Your definition is different from the nonprofit down the street, is different from a local business, and is different from a major brand with a huge budget. In Module 1, you will set clear goals for your social media work. Goal-setting includes a close examination of where you want to go, who you need to bring along, and what you need them to do in order to achieve success. This is the first and most vital step of the process, because if you do not know where you want to go, how can you build the roadmap to get there?
- If people are not on board with your why, they will never be excited or inspired by your HOW and your WHAT. Your why is the problem that you are solving. Your what is the work that you do. Your how is what makes your special and worth supporting.
- A WORD OF CAUTION: Your goal should not simply be to “raise awareness” or “increase visibility.” Awareness without action is not worth very much. As marketing expert Seth Godin said, “Everyone reading this is aware that turnips are a root vegetable. But knowing they exist doesn’t mean you’re going to have them for dinner.” Let’s dig deeper into the goal of “raising awareness” since it is so commonly cited in nonprofit marketing plans. Why do you want awareness raised? Why is getting more visibility important? What will you do with this increased knowledge of your organization? What could you accomplish if more people simply knew more about your work? We can improve upon the overused goal of “raised awareness”. What about changing it to: We will leverage social media to share helpful resources, explain our unique impact, and connect our donors to our mission. In this way, we will become an indispensable part of the community, so much so that even people that do not directly use our services and benefit from our programs would miss us if we were gone.
- Quick assessment to use when evaluating individual platforms and apps: