Virtual Training Series: Using Technology to Build Your Communications & Networking Capacity

Transcription

1 Virtual Training Series: Using Technology to Build Your Communications & Networking Capacity Session #5: Blogging, LinkedIn, Google AdWords, Web Analytics August 12, pm EDT / 3-4 pm CDT / 2-3 pm MDT / 1-2 pm PDT

2 Welcome Fran Rosebush Program Manager, Assets & Opportunity Network CFED

3 Housekeeping This webinar is being recorded and will be available online within one week. All webinar attendees are muted to ensure sound quality. Ask a question any time by typing the question into the text box of the GoToWebinar Control Panel. If you experience any technical issues, gotomeeting@cfed.org. Trouble dialing in? Just listen through your computer with speakers or headphones!

4 Today s Speakers Sean Luechtefeld Senior Communications Manager CFED Paul Day Digital Media Manager CFED

5 Today s Session Writing for blogs LinkedIn Google AdWords Web Analytics Q&A

6 Writing for Blogs Sean Luechtefeld Senior Communications Manager CFED

7 Key Assumptions 1. Writing is a skill, not a talent 2. Writing for a blog is not the same as writing for other channels Longer form than social media More or less formal than newsletters Less technical than a report

8 Writing: A Two-Part Process 1. The writing itself 2. Editing*

9 Everything You Need to Know About Writing 1. Write 2. Repeat

10 Everything You Need to Know About Editing

11 Introduction: Capture Attention 1. Do you want to read more? 2. Do you have a sense of what the blog post will be about? 3. If no, revise!

12 Body: Sustain Attention 1. Is it accessible? 2. Is it scannable? 3. Is it concise?

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14 Conclusion: Leave them Wanting More 1. Have you delivered on what you promised? 2. Have you offered the reader a way to get more? 3. If no, revise!

15 Headline: Hook Em 1. Does the headline convey what the blog post is about? 2. Does the headline make you want to read? 3. If no, revise!

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17 Helpful Writing Tools

18 Getting Started with LinkedIn Marketing Paul Day Digital Media Manager CFED

19 Not just a recruiting platform: A content marketing platform.

20 LinkedIn accounts for 64% of all visits from social media to corporate websites.

21 What Makes LinkedIn Different? A professional audience Word-of-mouth power Less competition No cat memes

22 Individual Accounts The new business card Individual and corporate accounts work together Less personal than Facebook = Okay to connect Can be listening or contributing or both to provide value

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24 LinkedIn Groups Centered on particular topics Brings together diverse professionals from relevant fields Can be public or private Good source for information Both individuals and corporate accounts can contribute

25 Corporate Accounts

26 Corporate Accounts The go-to channel for your organization to post published content Can pay for sponsored or promoted content Can share and engage with content the same as an individual account Can build credibility Connect with employees, encourage them to share content

27 Tips for LinkedIn Limit the sales pitches Follow the rule Encourage your coworkers and staff to connect Include LinkedIn on your business card Encourage staff to share important updates Use visuals such as slideshows

28 Resources LinkedIn for Good: KissMetrics LinkedIn Marketing Guide

29 Google AdWords & Ad Grants Sean Luechtefeld Senior Communications Manager CFED

30 What is Google AdWords?

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32 Google Ad Grants $329 per day or $10,000 per month Pay per click; highest bidder gets the words Can target based on geography or network

33 Eligibility Criteria Have 501(c)3 status Have a website Agree to terms & conditions

34 Apply Today 1. Visit google.com/nonprofits 2. Follow instructions 3. Sit back and relax

35 Guide for Creating Ads

36 Web Analytics for Beginners Paul Day Digital Media Manager CFED

37 Goals of Website Traffic Analysis Determining the popularity of content Is traffic relevant? Optimizing the website design and content Discovering problems on webpage

38 Dashboard: Piwik

39 Dashboard: Piwik Unique vs. Returning Visitors Who is new to this web page? Who is coming back for more?

40 Dashboard: Piwik Average Visit Duration How long are my visitors staying on the site?

41 Dashboard: Piwik Bounce Rate The # of visitors who enter the site, then bounce without exploring other pages

42 Dashboard: Piwik Actions (Piwik) # external actions like downloading files or clicking on outbound links

43 Dashboard: Google Analytics

44 Referral Traffic: Google Analytics

45 Referral Traffic Questions What % of traffic is coming from search engines? How many visitors are typing in the website s URL directly? How much traffic am I getting from social media? What news/organization websites have linked to the website? How much traffic are they sending? Are visitors clicking through s to access the website? How much traffic is coming from paid search campaigns vs. organic free search engine listings? Google Analytics

46 Search Stats: Piwik

47 Social Media Tracking: Google Analytics

48 Conversion Tracking: Piwik

49 Conversion Tracking: Google Analytics

50 Google Analytics Piwik (Self-hosted) Cost Free Free Installation Tracking code Tracking code + server files Data sampling Yes No Real-time stats Limited Yes Social media stats Yes Yes Demographic data Yes No Tracks downloads, links No Yes Printable reports Yes Yes Data ownership Google owns the data You own the data Mobile app Yes Yes Google AdWords integration Yes No Conversion tracking Yes Yes Content management Yes Yes integration alerts Yes Yes

51 For more information Google Analytics Piwik

52 Questions & Answers

53 Next Steps Complete the brief evaluation and let us know: What you liked What you would change What questions you still have Look for recordings of sessions 2-5 in the Network s Resource Library: community/resource library/

54 Assets & Opportunity Network Learning Community Share your ideas with

55 Thank You!