a presentation by

October 17, 2013

Kate Eyler-Werve@mightybytes

Making Sense of Performance Metrics

Monday, October 21, 13

We solve problems by:

• UX research and strategy

• Responsive web design and development

• Content strategy

• Digital marketing and SEO

• Motion graphics

• Product development

• Drupal, Wordpress, Expression Engine

Mightybytes: A Full Service Creative Firm

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Who We Work WithMightybytes has over a decade of experience helping both for-profit and nonprofit organizations meet their goals.

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Cats’R’Us, a store that sells everything cats, publishes fresh content daily. They would like recommendations on how to double their blog traffic.

A Day in the Life of Kate

Cats’R’Us

Clean Green

Clean Green, a company that manufactures eco-friendly cleaners, asked their intern to establish a company Twitter presence. Now the intern is gone and they’d like recommendations on how to grow their 10,000 followers to 30,000.

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Identifying metrics is easy. The hard part is figuring out what constitutes good performance.

In other words, everyone who told you wasted your time learning soft skills at your liberal arts college can eat it.

Performance Metrics: The Shocking Truth

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Putting performance metrics in context with a content strategy and metrics model.

• An outline and brief history of the model

• 3 specific problems that the model solves for

• Case study: the model in the wild (with several fascinating

detours)

Today’s Adventure!

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Content Strategy and Metrics Model

Name of the Organization1. Mission Statement

Name of the Organization1. Mission Statement

2. Organizational Objectives

What the organization does to execute against its mission

3. Website Goals What specific strategies you can pursue on your website or campaign to meet the organization’s mission

4. Content What content supports the website’s goals

5. Key Performance Indicators Measures that help you understand if you are meeting your objectives

6. Targets Pre-determined indicators of success or failure

7. Segments A group of people with a set of behaviors, sources or outcomes in common

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Adapted from Kaushik’s Digital Marketing and Measurement Model

=

Avinash Kaushik was Google’s Digital Marketing Evangelist and went on to co-found a company called Market Motive. He blogs at www.kaushik.net and is the Ryan Gosling of Digital Metrics.

Hey girl, your happiness is my key performance indicator.

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a presentation by

What problems does this model solve?

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Build a shared understanding across the team on:• Defining “good performance”• Choosing Key Performance

Indicators• Process for analyzing metrics

to produce actionable insights

Problem 1: Getting Buy In

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Problem 2: Tying Content to Strategy

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Make the links between strategy, content and metrics explicit to:• Provide a guide for writers,

designers and other content creators

• Make it easy for executives and managers to provide useful feedback

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Problem 3: Identifying Actionable Insights

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Set the stage for effective analysis by choosing KPIs, targets and segments that help you decide:• What content/campaigns

should we allocate more time and budget to?

• What content/campaigns should we cut?

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Monday, October 21, 13

a presentation by

Case Study:RoadShare Chicago

Monday, October 21, 13

Step 1: State Your Organizational Mission

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses

through bike lanes

Key Question: Why does your organization exist?Who should answer: Executives (mission statement).

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Step 2: Define Organizational Objectives

Key Question: What does your organization actually DO?Who should answer: Executives (mission statement).

5

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses

through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses

through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses

through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses

through bike lanes

Organizational Objectives

Conduct and promote

research on the benefits

of bike lanes

Drive community

campaigns supporting

bike lane legislation

Raise money from

grant-making bodies and individuals

Monday, October 21, 13

Step 3: Identify Website Goals

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Key Question: How can you advance your organizational objectives on your website?

Who should answer: Executives and you.

5

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

Organizational Objectives

Conduct and promote

research on the benefits of bike lanes

Drive community campaigns

supporting bike lane legislation

Raise money from grant-

making bodies and individuals

Website Goals Promote research Host online petitionsHost secure online

donations

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Step 4: Connect Content to Web Goals

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Key Question: What content can you create that will help you meet your website goals?

Who should answer: You.

5

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

Organizational Objectives

Conduct and promote research on the benefits of

bike lanes

Drive community campaigns supporting bike lane

legislation

Raise money from grant-making bodies and

individuals

Website Goals Promote research Host online petitions Host secure online

donations

Content White papersTestimonials from

community members/businesses

Case studies on RoadShare Chicago’s impact

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1. Help you understand if you are meeting your objectives, and2. Help you decide what to do next.

Key Performance Indicators Detour

Flat Metrics Actionable KPIs

# of Twitter followers # of shares by Tweet content

Page views Page views per new and returning customers

# of email newsletter subscribers

# and % of email newsletter opens and click-throughs

# of registered users # and % of active users

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There are four types of goals in Google Analytics:

1. Destination: A specific location loads

2. Duration: A visitor stays on site for a specific amount of time

3. Pages per visit: A visitor views a specific number of pages

4. Event: An action you’ve defined as an event is triggered

KPIs vs Goals in Google Analytics

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Google Analytics tracks page views. Funnels show the pages visitors view on their path to purchase. Hence confirmation screens.

Everyone’s Favorite KPI: Sales

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Step 5: Identify Your KPIs

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Key Question: What metric best tells you if you’re meeting your website goal?

Who should answer: You.

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RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

Organizational Objective Conduct and promote research on the benefits of bike lanesConduct and promote research on the benefits of bike lanes

Website Goals Promote researchPromote research

Content White papersWhite papers

Key Performance Indicators # of links to each white paper # of downloads of each white paper

Monday, October 21, 13

Step 5: Identifying KPIs

Key Question: What metric best tells you if you’re meeting your website goal?

Who should answer: You.

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

Organizational Objective Drive community campaigns supporting bike lane legislationDrive community campaigns supporting bike lane legislation

Website Goals Host online petitionsHost online petitions

Content Testimonials from community members/businessesTestimonials from community members/businesses

Key Performance Indicators # of people who sign each petition % of visitors who sign each petition

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Step 5: Identifying KPIs

Key Question: What metric best tells you if you’re meeting your website goal?

Who should answer: You.

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

Organizational Objective Raise money from grant-making bodies and individuals

Website GoalsHost secure online donation

Content Case studies on RoadShare Chicago’s impact

Key Performance Indicators Average donation value

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Step 6: Choose Targets

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Key Question: What are you aiming for?Who should answer: Marketing, analytics and you.

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RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

Organizational Objectives Conduct and promote research on the benefits of bike lanesConduct and promote research on the benefits of bike lanes

Website Goals Promote researchPromote research

Content White papersWhite papers

Key Performance Indicators # of downloads of each white paper # of links to each white paper

Targets 100 links within a month of publication;500 within a year of publication 45

Monday, October 21, 13

Step 6: Choose Targets

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

Organizational Objectives Drive community campaigns supporting bike lane legislationDrive community campaigns supporting bike lane legislation

Website Goals Host online petitionsHost online petitions

Content Testimonials from community members/businessesTestimonials from community members/businesses

Key Performance Indicators

# of people who sign each petition % of visitors who sign each petition

Targets 25,000 45%

Key Question: What are you aiming for?Who should answer: Marketing, analytics and you.

Monday, October 21, 13

Step 6: Choose Targets

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

Organizational Objectives Raise money from grant-making bodies and individuals

Website GoalsHost secure online donation

Content Case studies on RoadShare Chicago’s impact

Key Performance Indicators Average donation value

Target $35

Key Question: What are you aiming for?Who should answer: Marketing, analytics and you.

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Segmenting your data lets you isolate the traffic sources, visitor behaviors and outcomes you are most interested in so you can start figuring out the effect your strategy is having in the field.

Acquisition: How do visitors get to your site? Includes paid ads, organic search, direct, social media, email marketing, etc.

Behaviors: What are people doing on your site? Includes visiting pages and using any tools you provide.

Outcomes: Who are the people who are converting goals? Ranges from signing up for a newsletter to purchasing a product.

Segments: Your Secret Weapon

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Choose the default segments that make sense for you and then start experimenting with custom segments.

Google Analytics Segments

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Step 7: SegmentsKey Questions: What keywords are driving visits? What traffic sources is marketing focusing on? Who are the visitors that are donating the most?

Who should answer: Marketing, analytics and you.

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

Organizational Objectives Conduct and promote research on the benefits of bike lanesConduct and promote research on the benefits of bike lanes

Website Goals Promote researchPromote research

Content White papersWhite papers

Key Performance Indicators # of downloads of each white paper # of links to each white paper

Targets 100 links within a month of publication;500 within a year of publication

45

Segments Traffic sources: Direct, ads, search, social, emailTraffic sources: Direct, ads, search, social, email

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Step 7: Segments

RoadShare ChicagoWe Create Healthy Communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe Create Healthy Communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe Create Healthy Communities, healthy people and healthy businesses through bike lanes

Organizational Objectives Drive community campaigns supporting bike lane legislationDrive community campaigns supporting bike lane legislation

Website Goals Host online petitionsHost online petitions

Content Testimonials from community members/businessesTestimonials from community members/businesses

Key Performance Indicators # of people who sign each petition % of visitors who sign each petition

Targets 25,000 45%

SegmentsNew vs. returning signersNew vs. returning signers

SegmentsTraffic sources: Direct, ads, search, social, emailTraffic sources: Direct, ads, search, social, email

Key Questions: What keywords are driving visits? What traffic sources is marketing focusing on? Who are the visitors that are donating the most?

Who should answer: Marketing, analytics and you.

Monday, October 21, 13

Step 7: Segments

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

Organizational Objectives Raise money from grant-making bodies and individuals

Website Goals Host secure online donation

Content Case studies on RoadShare Chicago’s impact

Key Performance Indicators Average donation value

Target $35

SegmentFirst time vs. repeat donors

SegmentIndividual donors who contributed over $100

Key Questions: What keywords are driving visits? What traffic sources is marketing focusing on? Who are the visitors that are donating the most?

Who should answer: Marketing, analytics and you.

Monday, October 21, 13

Your Content Strategy and Metrics Model

11109865

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike

lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike

lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike

lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike

lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike

lanes

Organizational Objectives

Conduct and promote research on the benefits of

bike lanes

Conduct and promote research on the benefits of

bike lanes

Drive community campaigns supporting bike lane

legislation

Drive community campaigns supporting bike lane

legislation

Raise money from grant-making bodies and

individuals.

Website Goals Promote research.Promote research. Host online petitions.Host online petitions. Host secure donation collection platform

Content White PapersWhite Papers Testimonials from community members/businesses who benefit from bike lanes

Testimonials from community members/businesses who benefit from bike lanes

Annual Report

Key Performance

Indicators

# Links to each white

paper

# White paper downloads

# of people who sign

each petition

% of visitors who sign each petition

Average donation value

Targets100 links w/in year of

launch45 2,500 45% $35

Segments Traffic (Ads, Direct, Social, Search)

Traffic (Ads, Direct, Social, Search) New vs. repeat signaturesNew vs. repeat signatures

New vs. repeat donorsTop donors

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Now, Sign It In Blood

“The Iron Rule of performance metrics is:Any stakeholder that doesn’t sign o! on your objectives, goals, KPIs and segments will not accept the results of your assessment”

Janet Eyler and Dwight Giles, Where’s the Learning in Service Learning

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Social Media Campaign Model

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike lanes

Organizational Objectives Drive community campaigns supporting bike lane legislationDrive community campaigns supporting bike lane legislation

Social Media Campaign Goals Collect petition signaturesCollect petition signatures

Content Infographic showing the impact the petition is hoping to preventInfographic showing the impact the petition is hoping to prevent

Key Performance Indicators

# of signatures from visitors who clicked through the campaign

% of visitors who clicked through and signed

Targets 5,000 80%

SegmentsNew vs. returning signersNew vs. returning signers

SegmentsTraffic sources:Facebook, Twitter, PinterestTraffic sources:Facebook, Twitter, Pinterest

The Content Strategy Metrics Model can also be applied to any kind of campaign.

Monday, October 21, 13

a presentation by

Key Take Away

Monday, October 21, 13

There Are No Wrong Answers

Content Strategy and Metrics Model

Organizational Mission

Organizational Objectives

Website Goals

Content

Key Performance Indicators

Targets

Segments

>

The specific information you include in your model is less important than the act of engaging your team in a structured conversation about performance metrics.

Monday, October 21, 13

Questions?

a presentation by

Kate Eyler-Wervekate@mightybytes.com

Monday, October 21, 13

Name of the Organization1. Mission Statement

Name of the Organization1. Mission Statement

2. Organizational Objectives

What the organization does to execute against its mission

3. Website Goals What specific strategies you can pursue on your website or campaign to meet the organization’s mission

4. Content What content supports the website’s goals

5. Key Performance Indicators Measures that help you understand if you are meeting your objectives

6. Targets Pre-determined indicators of success or failure

7. Segments A group of people with a set of behaviors, sources or outcomes in common

Content Strategy and Metrics Model

Monday, October 21, 13

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike

lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike

lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike

lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike

lanes

RoadShare ChicagoWe create healthy communities, healthy people and healthy businesses through bike

lanes

Organizational Objectives

Conduct and promote research on the benefits of

bike lanes

Conduct and promote research on the benefits of

bike lanes

Drive community campaigns supporting bike lane

legislation

Drive community campaigns supporting bike lane

legislation

Raise money from grant-making bodies and

individuals.

Website Goals Promote research.Promote research. Host online petitions.Host online petitions. Host secure donation collection platform

Content White PapersWhite Papers Testimonials from community members/businesses who benefit from bike lanes

Testimonials from community members/businesses who benefit from bike lanes

Annual Report

Key Performance

Indicators

# Links to each white

paper

# White paper downloads

# of people who sign

each petition

% of visitors who sign each petition

Average donation value

Targets100 links w/in year of

launch45 2,500 45% $35

Segments Traffic (Ads, Direct, Social, Search)

Traffic (Ads, Direct, Social, Search) New vs. repeat signaturesNew vs. repeat signatures

New vs. repeat donorsTop donors

Content Strategy and Metrics Model

Monday, October 21, 13