etools for Online Communication : Analytics and
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1 etools for Online Communication : Analytics and Arnold Chandler, Trainer About Me Arnold Chandler, Consultant Principal, A. L. Chandler Consulting ( Founder of The Bay Area Leadership Network of Color ( ) Senior Policy Associate at Warren Institute on Law and Social Policy, Berkeley Law School Services: Web development, online communications strategy consulting, online organizing strategy Page 2 1
2 Today s Training Agenda 1 Analytics 2 Design Best Practices 3 Mobilizing your Supporters: Taking Action Page 3 Assessing Your Current Audience: What are your vital statistics? Page 4 2
3 Section Overview Metrics for assessing your current audience via: Website Comparison benchmarks for your current metrics Page 5 Web metrics What is my web audience size? Page 6 How many individual people are coming to my website every month? (unique visitors) How do visitors find my website? Typing my URL into a browser? (referral source) Following a link from another website, , Twitter messages? (referral source) Finding my site from a search engine? If so, what was their query? (referral source, keywords) 3
4 Web metrics cont How engaging is my website content to visitors? Do people hang out on my website for a bit, or do they leave right after they get there? (average page views, bounce rate) Besides my homepage, what other pages on my website do people tend to view the most? (most viewed pages) What documents do people download the most? (downloads) Page 7 Web metrics cont Where are my web visitors geographically located? Are they in my city, in California, or in Singapore? (geography) Page 8 4
5 Website Benchmarks (n=43, non-random, Groundwire 2010, environmental organizations, Aug Aug. 2010) Median website visitors: 41,838 Average page views per visit: 2.97% Bounce rate (homepage) (avg.): 44% Visitors referred by search engines (avg.): 54% Media Repeat Visitors: 33% Page 9 Google Analytics: Low Traffic Site Page 10 5
6 Google Analytics: Mid-Traffic Site Page 11 metrics What is the size of my current list? Where did the majority of my current list subscribers come from (events, individual contacts, website sign-ups, etc.)? When I send out an , how many bounce on average? (bounce rate) When I send out an , how many people subsequently unsubscribe? (unsubscribe/churn rate) Page 12 6
7 metrics cont Of those who receive my , how many open it? (open rate) Of those who received my , how many click on a link in the message either to reach something on my website or to respond to a call-to-action? (click-through rate) Of those who CLICK on a link in my message, how many take the action that I ve requested of them? (response or conversion rate) Page 13 Benchmarks Benchmark 2012 enonprofits Benchmark Study (N=44) a Open Rates 14% Click-Through Rates 2.1% Unsubscribe Rate 0.19% Fundraising Response Rate (average) Advocacy Response Rate (average) 0.08% 3.8% Page 14 7
8 Mailchimp Analytics Dashboard Page 15 Mailchimp Analytics Dashboard Page 16 8
9 Measure everything to evaluate success! Page 17 Messaging Best Practices: Design and Tactics Page 18 9
10 Messaing: The Sign-Up Process Have sign-up forms everywhere: Website (on every page) Facebook Page Link to website form in Twitter Profile Link to website form in YouTube Profile Page 19 Messaging: The Sign-Up Process 1. Sign-Up Prompt 2. Sign-Up Form 3. Confirmation 4. Thank You Page 20 10
11 Message Design Best Practices From Field (gets your message opened) Have a recognizable sender in the From field: Name of the Executive Director, Project Director (organization name or generic name like Organization X Action Center ) Subject Line (gets your message opened) Don t use a generic subject line: Organization X s Newsletter Use an effective lead, especially the thing you want them most to know: Campaign Success on Multiple Fronts Page 21 Message Design Best Practices Message and Content Design (to boost click-throughs) Get a professionally designed set of templates (~$ ): Newsletter, donation request, take action, announcement, RSVP, Register Include a table of contents for lengthy newsletters Have a feature section with a lead Keep the message well-formatted into sections that include browsable subheadings Use short introductions and link to the full article on your website Make sure to highlight upcoming events Include icons that link to your online presences: Facebook, Twitter, Youtube, Change.org Page 22 11
12 Donate Now Page 23 Newsletter Page 24 12
13 Announcement- Update Page 25 Newsletter Template Page 26 13
14 Announcement Template Page 27 Take Action Template Page 28 14
15 RSVP Template Page 29 Register Template Page 30 15
16 Donate Template Page 31 Lynda.com: Effective HTML and Newsletters ; Cost $25/month Page 32 16
17 MailChimp Features: Template Library Page 33 MailChimp Features: Inbox Inspection Page 34 17
18 MailChimp Features: Visual Click-Tracking Page 35 Mobilizing your Audience(s): Taking Action Page 36 18
19 Section Overview Review General Mobilization Goals Implementing a Call-to-Action Page 37 Mobilization Goals Raise Visibility: mobilizing your current audience to spread the word Pressure a policy target Self-Organize Raise donations Page 38 19
20 Implementing a Call-to-Action: Design The subject line: the most important part of the message Design for browsing Make the Ask very clear Create a sense of urgency and include a deadline for action Focus on 3 main points: Problem, solution, get involved Keep essential information above the fold Provide a standard footer: contact info, forward, unsubscribe Page 39 Primary Ask Links to Website Take Action Summary Why Take Action Action Button Photos Campaign Background Social Media Sites Contact Info Page 40 20
21 Implementing a Call-to-Action: Process Distribute calls-to-action via , highlight on your website, and post to social media sites (but shorter, more informal and drive traffic to your site) Make engagement meaningful: How will supporters action make a difference? Provide reminders to act before the deadline Close the loop: Tell your supporters what they ve accomplished (whatever the outcome, declare victory!) Page 41 Questions? A.L. Chandler Consulting (510) Page 42 21
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