It’s Not Direct Marketing If You Can’t Track It! Analyzing the Social Web

#11NTCsmTrack

Brenna Holmes, AH&AHeather Shelby, EDFLauren Guite, EDF

Our Speakers: AH&ABrenna Holmes (@bfholmes & @ahadirect), Senior Strategist & AE, Interactive Services, Adams Hussey & Associates.

I work on all things cross-channel & advocacy/fundraising integration, online list growth w/paid & earned media. My specialty’s integrating traditional direct marketing w/the social web & search to maximize supporter engagement &organizational loyalty. I’m also a graphic designer & have 2 master’s degrees from Syracuse University.

Our Speakers: EDF

Heather Shelby (@heathershelb), Online Membership Associate, Environmental Defense Fund

I started out working as an email consultant for Members of Congress, moving into the Non-Profit world a few years ago. At EDF, I focus on email advocacy & fundraising, especially in cultivating segments of our file (such as superactivists, sustainers, etc), as well as handling our Facebook page.

Lauren Guite (@lguite, @EnvDefenseFund), Online Marketing and Outreach Coordinator, Environmental Defense Fund

I've been working in advocacy for 7+ years with environmental non-profits. I started with on-the-ground grassroots organizing, moved on to grasstops organizing and then finally online organizing. Currently I help EDF staff develop, implement and measure social media strategies, provide trainings and conduct online outreach.

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What You Can Look Forward To

Best practices on integrating social web campaigns with the rest of your communications and fundraising strategyHow to create trackable and reportable social networking campaigns How to use that data for your forecasting, strategy, and testing planning

A Couple Case Studies

Environmental Defense Fund (EDF)California State Parks Foundation (CSPF)

& Then …Time for Questions

EDF’s Social Media Evolution: The Beginning

If you want to stay in the game as a thought leader, you need to be online where the conversation is happening. Luckily, EDF’s leadership recognizes that.Held an EDF retreat focused on social media to encourage staff to get in the game.An explosion of social media requests!

How do we make sure we’re investing wisely?

EDF’s 1st Steps into SM

Blogs2007 launched Climate411

How to make a blog measurable & worthwhile:Clearly define goalsDefine your audience including where they are and what they want from youUnderstand resources, both what’s necessary and what you haveDefine and revisit your metrics often

EDF Now has

16 different

blogs!

Examples

The Chemicals & NanomaterialsGoal: to advance chemical policy reform by

reaching key policymakers, industry and other advocates/NGOs.

Audience: key policymakers, industry and other advocates/NGOs

Metrics: feedburner subscriptions, networks, referring sites, links to blog from other reputable and related blogs, ASK!

Examples

Texas Clean Air

Goal: educate the public on the current status of air quality in TX, inform the public on opportunities for fighting for cleaner air, resource for assessing the air quality at TCEQ monitors

Examples

Texas Clean AirAudience: legislators, TCEQ staff, Texan activists,

journalistsMetrics: more unique views by a broader

audience, more pick up on general green, health and mommy blogs, more social sharing, more actions

EDF’s Facebook Evolution: The First Fans

EDF’s Facebook Evolution: Organic Growth

EDF’s Facebook Evolution: Ad Experimentation

EDF’s Facebook Evolution: Using Metrics – What Works & What Doesn’t

Building your own metrics

Step 1: Set Goals “Give me a stock clerk with a goal and I’ll give you a man who

will make history. Give me a man with no goals and I’ll give you a stock clerk.” – J.C. Penney

“If you don’t know where you are going, you will wind up somewhere else.” – Yogi Berra

Step 2: Reaching Your Audience

With clear goals in sight, the next step is getting your message to as many people as possible. Awareness is the first step in bonding a Facebook user with your organization.

Prospective fans = mix of those who should be interested in your organization and those who already are. Those who should are your target of choiceExperiment with Facebook Ads’ targeting to find those people

Step 3: Triggering Action

This is where your metrics must go beyond simply the number of fans you’ve managed to obtain. What kind of posts encourage engagement? Test it out, and keep track of what works best. Source your action alerts and any sign-up opportunities on Facebook

EDF & TwitterJust because it is only 140 characters doesn’t mean it takes any less planning!Same strategic process IS necessary:

Clearly define goalsDefine your audience including where they are and what they want from youUnderstand resources, both what’s necessary and what you haveDefine and revisit your metrics often

The Evolution of @EnvDefenseFund

2008Goal: get word about our work out Audience: activists, influentials, journalistsMetrics: # of followers, lists, retweets, and

mentionsTactics: live-tweeting, rt & @ mention

influentials, make fact sheets tweetable, twitterviews, etc.

The Evolution of @EnvDefenseFund

ACES (climate bill of 2009) in the House caused huge fight on Twitter to get messaging out

Started looking at sentiment (on Twitter & blogs or targeted Tweeters)Added hashtag use to metrics: #capandtrade vs. #capandtaxNew tactics included creating a Twitter Tool kit (http://www.edf.org/page.cfm?tagID=45878)

The Evolution of @EnvDefenseFund

Post-Staff RetreatMore and more staffers want to use Twitter so we developed the same kind of planning template for Twitter that we have for blogs (EDF’s Twitter List: @EnvDefenseFund/edfers) All Twitterers to use bit.ly and track click throughs

The Evolution of @EnvDefenseFund

Current goals & metrics for @EnvDefenseFundGoals: Drive traffic to our blogs & websiteMetrics: source codes to better track links shared,

mentions as well as rts, followers and listsNew Tactic: writing tweets for click-throughs over

RTs now

Tweeting more strategically means more focus = less of my time

Jumping In

California State Parks FoundationMay 26, 2009 – Sacramento releases news that 220 parks may close due to budget cutsOnline, Direct Mail, and Telemarketing worked together to increase awareness of the imminent threat and garner public support to save California’s magnificent state parks and beaches.

This was CSPF’s first use of multiple online channelsCrisis drove robust adoption, but staff commitment to their digital brand has maintained & improved their online presence since

Online & DM urgent prospecting bolstered by Online & TM conversion follow-up

Care2 petition, over 14,000 signersFacebook Friend Get a Friend campaign

10 times the fans in 4 days90 times the fans in 4 months (517 48,828. Now over 58,200 fans!)

Google & Facebook Ads 24,512 clicksOver 75% of petition signers camefrom Facebook and Google Ads

Multichannel & Multimedia

FB Tools & Tracking

Facebook Page InsightsPage Views & Unique Page ViewsTab Views & Referrals“Likes” (formerly known as Fans)DemographicsInteractions

Click & Conversion Trackingbit.ly pro, ow.ly, Convio source codes

FBML 6 = Welcome tabFBML 8 = Get Involved tabFBML 3 = Donate tab

Most growth at the beginning of the

campaign

Most growth at the beginning of the

campaign

Never goes below 0% growth

New peak in growth w/new summer

budget campaign

Twitter Tools & Tracking

FollowersLists

You follow. Great for keyword/topic searches!Following you. Shows how many people value your content at a higher level

RTs & RepliesWhen & How much you tweet

Click & Conversion Tracking

Hootsuite has Google Analytics overlays & all sorts of fun new

reports with their Pro Editions!

Q&ATime for …