Digital Metrics: What to Measure, How, and Why

1. @MeicoWhitlock @mnrebs #16NTCdigmetrics Digital Metrics: What to Measure, How, and Why Meico Whitlock Associate Director, Communications, NASTAD Rebecca Reyes Digital Marketing Consultant, Spring Media Strategies March 24, 2016

2. Collaborative Notes @MeicoWhitlock @mnrebs #16NTCdigmetrics http://po.st/digmetrics-16NTC

3. @MeicoWhitlock @mnrebs #16NTCdigmetrics

4. Why We’re Here 1. Which digital metrics matter most for your organization? 2. Key metrics (almost) every organization should be capturing 3. How you can use data to take action 4. Tools and processes for collecting, reporting, and putting data into action @MeicoWhitlock @mnrebs #16NTCdigmetrics

5. @MeicoWhitlock @mnrebs #16NTCdigmetrics Audience + Goals + What is Success = What to Measure (and Why!)

6. @MeicoWhitlock @mnrebs #16NTCdigmetrics Guy Kawasaki SM Landscape Graphic

7. Well, it depends... @MeicoWhitlock @mnrebs #16NTCdigmetrics

8. @MeicoWhitlock @mnrebs #16NTCdigmetrics Start with a Strategy

9. @MeicoWhitlock @mnrebs #16NTCdigmetrics Audience + Goals + What is Success = What to Measure (and Why!)

11. NASTAD’s Strategy Audience: U.S. HIV and hepatitis public health officials Goal: Increase reach of advocacy and technical assistance resources Success: Resources reach the right people, in the right place, at the right time Approach: Share high quality, relevant, and timely resources consistently via online and offline channels @MeicoWhitlock @mnrebs #16NTCdigmetrics

12. NASTAD: What We Measure Mailchimp: Open rate, clicks, unsubscribe rate Bit.ly: Clicks and referral sources Google Analytics: Unique pageviews, top referral and social media sources Facebook: Engagement (likes, comments, shares) Twitter: Engagement (retweets, mentions, favorites, replies) @MeicoWhitlock @mnrebs #16NTCdigmetrics

14. Make Sure What You See In @MeicoWhitlock @mnrebs #16NTCdigmetrics Your Data Aligns With Your Goals

15. @MeicoWhitlock @mnrebs #16NTCdigmetrics Avg 30 clicks/link Avg 437 clicks/link 1357% increase!

16. @MeicoWhitlock @mnrebs #16NTCdigmetrics Your Numbers Are Sliding

17. @MeicoWhitlock @mnrebs #16NTCdigmetrics Launch of new website Implemented new SEO tactics

18. Take Advantage of Opportunities @MeicoWhitlock @mnrebs #16NTCdigmetrics When Your Numbers Spike

19. @MeicoWhitlock @mnrebs #16NTCdigmetrics Becomes #1 issue Another jump above other issues Ferguson brings national attention to community- police relations

20. Find Out What Your @MeicoWhitlock @mnrebs #16NTCdigmetrics Audience Wants

21. @MeicoWhitlock @mnrebs #16NTCdigmetrics New strategy implemented New strategy working! We started posting regularly

22. @MeicoWhitlock @mnrebs Clicks per Topic on Facebook Clicks per Topic on Twitter #16NTCdigmetrics

23. @MeicoWhitlock @mnrebs #16NTCdigmetrics Notice Any Differences in These Headlines?

25. @MeicoWhitlock @mnrebs #16NTCdigmetrics Notice Any Differences in These Headlines?

27. Proactively Find Opportunities @MeicoWhitlock @mnrebs #16NTCdigmetrics and Problem Areas

28. @MeicoWhitlock @mnrebs #16NTCdigmetrics Top exit pages are: Pages to register and sign in to the website Our Top Exit Pages

29. @MeicoWhitlock @mnrebs #16NTCdigmetrics New registrants were also on the decline

30. @MeicoWhitlock @mnrebs #16NTCdigmetrics This daunting registration form probably didn’t help

32. @MeicoWhitlock @mnrebs #16NTCdigmetrics When Facebook Fans Are Online

33. @MeicoWhitlock @mnrebs #16NTCdigmetrics Patterns in Website Popularity

36. Basic Stats to Monitor on Your Website  Unique visitors  Time on site  New vs returning  Bounce rate @MeicoWhitlock @mnrebs #16NTCdigmetrics

37. Advanced Stats to Monitor on Your Website • Landing pages • Exit pages • Heat map for clicks • Conversion tracking • Number of visitors, time on page, bounce rate for key pages @MeicoWhitlock @mnrebs #16NTCdigmetrics • Top social media referrals • Top referring sites • Site search queries • Search engine queries • Mobile vs desktop • Location • Language

38. Basic Stats to Track on Social Media  Number of followers  Replies/comments  Retweets/shares/repins  Mentions  Which tactics get you the most new followers @MeicoWhitlock @mnrebs #16NTCdigmetrics

39. Advanced Stats to Track on Social Media  Conversions (via donate button on Facebook, for example)  Sentiment  Time of day your audience is active  Influencers  Demographics (age, gender, location, interests, etc.)  Hashtags  Topics/types of posts/hashtags that resonate most with your audience  How you’re doing compared to your competitors/partners @MeicoWhitlock @mnrebs #16NTCdigmetrics

40. Basic Stats to Collect From Videos  Number of views  Number of likes  Number of comments  Time spent on video/completion rate  Subscribers @MeicoWhitlock @mnrebs #16NTCdigmetrics

41. Advanced Stats to Collect From Videos  Clicks/conversions  Demographics  Traffic sources  Playback locations (YouTube vs external website) @MeicoWhitlock @mnrebs #16NTCdigmetrics

42. Basic Stats to Track on Email  Number of opens  Clickthrough rate  Clicks for each link  Open rate  Unsubscribe/list growth rate @MeicoWhitlock @mnrebs #16NTCdigmetrics

43. Advanced Stats to Track for Email  Results of tests of subject lines, length, format, frequency  Day/time that gets the most opens  The type of content that gets a good response  Conversion rate for emails and/or specific clicks  Forwarding rate @MeicoWhitlock @mnrebs #16NTCdigmetrics

44. Basic Fundraising Stats to Track  Dollars raised  Time of year you raise the most money  Traffic sources Tip: Set up conversion tracking on all channels @MeicoWhitlock @mnrebs #16NTCdigmetrics

45. Advanced Fundraising Stats to Track  Key donors/influencers  Landing page of people who donate  Demographics of your donor groups/ people on each channel  Monitor which channels, topics, messages, and time of year convert @MeicoWhitlock @mnrebs #16NTCdigmetrics

47. @MeicoWhitlock @mnrebs #16NTCdigmetrics Don’t reinvent the wheel

48. @MeicoWhitlock @mnrebs #16NTCdigmetrics There is no magic tool that does it all

49. @MeicoWhitlock @mnrebs #16NTCdigmetrics Start small

50. @MeicoWhitlock @mnrebs #16NTCdigmetrics People and process are more important than the tools

51. Reporting Tips • Know your audience & which metrics matter to them • Prove a metric’s value to your audience by comparing it to metrics from previous time periods and connecting it to your strategy • “Bad news” is ok! Just make sure you can explain why the news is bad and have an action plan to fix it @MeicoWhitlock @mnrebs #16NTCdigmetrics

52. Basic Tools to Get You Started  Spreadsheets (e.g. Google, Excel)  Website analytics (e.g. Google Analytics)  Built-in social media metrics (e.g. Facebook Insights)  URL shortener analytics (e.g. bit.ly)  Email marketing analytics (e.g. Mailchimp Reports) @MeicoWhitlock @mnrebs #16NTCdigmetrics

53. Free Facebook Analytic Tools  LikeAlyzer  Edgerank Checker  SocialExpress  Komfo  Agora Pulse See the complete list: http://bit.ly/FreeFacebookAnalytics @MeicoWhitlock @mnrebs #16NTCdigmetrics

54. Free Twitter Analytic Tools  BlueNod  FollowerWonk  Klear  SocialBro  SocialRank See the complete list: http://bit.ly/FreeTwitterAnalytics @MeicoWhitlock @mnrebs #16NTCdigmetrics

55. YouTube Analytic Tools  ChannelMeter  Vidooly  SocialReport  RankTrackr  Quintly See the complete list: http://bit.ly/YouTubeAnalyticTools @MeicoWhitlock @mnrebs #16NTCdigmetrics

56. Social Media Tools With Analytics All-in-one scheduling and analytic tools:  Hootsuite  Buffer  SproutSocial See the complete list: http://bit.ly/CrossPlatformAnalytics @MeicoWhitlock @mnrebs #16NTCdigmetrics

57. Advanced Third-Party Tools  SocialReport  SumAll  SimplyMeasured  Socialbakers  Quintly See the complete list: http://bit.ly/CrossPlatformAnalytics @MeicoWhitlock @mnrebs #16NTCdigmetrics

58. KPI Dashboards These tools will help measure key performance indicators:  Cyfe  Dasheroo  Klipfolio  Geckoboard See the complete list: http://bit.ly/CrossPlatformAnalytics @MeicoWhitlock @mnrebs #16NTCdigmetrics

59. Additional Resources • blog.bufferapp.com/definitive-guide-social-media- metrics-stats • www.bethkanter.org/sm-metrics • www.socialfish.org • www.johnhaydon.com • www.aids.gov/using-new-media @MeicoWhitlock @mnrebs #16NTCdigmetrics

60. Acknowledgments • Briana Kerensky, See3 Communications • Matt Ott, Small World Labs & Black Fret @MeicoWhitlock @mnrebs #16NTCdigmetrics

61. Session Evaluation Link http://po.st/U0RbWP Also find it in the collaborative notes: http://po.st/digmetrics-16NTC @MeicoWhitlock @mnrebs #16NTCdigmetrics

62. Contact Meico Whitlock • Twitter: @MeicoWhitlock • Email: mwhitlock@NASTAD.org Rebecca Reyes • Twitter: @mnrebs • Email: rebecca@springmediastrategies.com @MeicoWhitlock @mnrebs #16NTCdigmetrics

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