what the tech is going on with your online communications
DESCRIPTION
Slides from a presentation given by Andrew Hanelly, Polly Karpowicz, Maggie McGary and Elizabeth Weaver Engel at the ASAE Technology Conference, December 2011TRANSCRIPT
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What the Tech Is Going On with Your Online Communications?Dec. 7th | 1:30 -2:45 PMHub Tag: #Tech11 LM3
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About UsElizabeth Weaver Engel, CAEPresenter – Web and Ads@ewengel
Maggie McGaryPresenter – Social Media@maggielmcg
Pauline S. Karpowicz, CAE
Presenter – Email@polly_at_apsa
Andrew HanellyModerator@hanelly
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About You
#tech11 LM3
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Agenda• The Problem• Solution(s)• Q&A• Tools & Takeaways
#tech11 LM3
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The Problem• Data overload• Resource underload• Differing tools and opinions• Lack of applicability• Each platform is unique
#tech11 LM3
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The Problem
#tech11 LM3
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The Problem
#tech11 LM3
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So, how do we solve it?
#tech11 LM3
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So, how do we solve it?
#tech11 LM3
It depends.
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Social media metrics
#tech11 LM3
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Metric overload
#tech11 LM3
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What metrics matter?• Web traffic• CTR• Conversions
Metrics should align withorganizational goals.
#tech11 LM3
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Web and ad metrics
#tech11 LM3
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Solving web analytics• What should I measure?• Special cases– Bounce rates– Site search– Online forms – the “Mom” test– A/B testing– Private communities– “Slashdotting”
#tech11 LM3
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Solving web analytics
#tech11 LM3
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Solving ad metrics• What should I measure?• What do your advertisers care about?• How do you demonstrate that?
#tech11 LM3
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What advertisers want
#tech11 LM3
Awareness
Interest
Conversion
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What we can give them
#tech11 LM3
Impressions
Click-thrus
URL tracking
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Email metrics
#tech11 LM3
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Where we’ve been
#tech11 LM3
•Manual HTML•20-30hrs•Web staff created all•Personalization•Basic Delivery•Manual Click thrus
•Templates•5min - 10hr•WYSIWYG editor•Variable messaging, A/B testing•Image and Ad management•Full suite of metrics•ISP Monitoring•Bounce resolution•Dedicated advisors and help
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We were very excited!
#tech11 LM3
•KISS•Ease into new capacity•Training•Largely the same content•Still HUGE step forward
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Gathering eyeballs
#tech11 LM3
• List size versuslist quality– Open rate– Delivery rate– Subscriber ratio
Collecting eyeballs is the easy part, reaching engagement is more challenging.
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Getting engagement
#tech11 LM3
• Open rate• Click thru rate• Conversions• Viral leads• A/B test results• Relation to other
communications/outpostsYou can learn just as much from what
people don’t do.
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Monitoring
#tech11 LM3
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Finding Value in Metrics
#tech11 LM3
No longer chair of department
Member says: “total waste of time”
Overwhelmed with daily email deluge
I didn’t sign up for this.
Interesting, but what do I do with this information? What’s next?
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MOST important metric
#tech11 LM3
• Drumroll, please…• It depends! Really.• Three MOST important things:
1. Define your goal.2. Clear call to action.3. Have hooks to measure the outcome…
did you meet your goal and did your audience do what you wanted them to do.
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Takeaways
#tech11 LM3
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Takeaways
#tech11 LM3
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Takeaways
#tech11 LM3
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Takeaways
#tech11 LM3
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Takeaways
#tech11 LM3
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Takeaways
#tech11 LM3
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Takeaways
#tech11 LM3
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Takeaways
#tech11 LM3
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Tools of the tradeFrom Google:• Analytics• Webmaster Tools• SEO Starter Guide
#tech11 LM3
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Tools of the tradeFrom others:• TweetReach.com• Facebook Insights• Double Click• Your AMS• Your bottom line (most important!)
#tech11 LM3
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Ask us anything!Elizabeth Weaver Engel, CAENACHRI@[email protected]
Maggie McGaryASHA@[email protected]
Pauline S. Karpowicz, CAEAPSA@[email protected]
Andrew HanellyTMG@[email protected]