Building Community Connections through Tech Savvy Communications
What the Tech Is Going on with Your Online Communications
-
Upload
elizabeth-engel -
Category
Business
-
view
501 -
download
0
description
Transcript of What the Tech Is Going on with Your Online Communications
What the Tech Is Going On with Your Online Communications?Dec. 7th | 1:30 -2:45 PMHub Tag: #Tech11 LM3
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
About You
#tech11 LM3
Agenda• The Problem• Solution(s)• Q&A• Tools & Takeaways
#tech11 LM3
The Problem• Data overload• Resource underload• Differing tools and opinions• Lack of applicability• Each platform is unique
#tech11 LM3
The Problem
#tech11 LM3
The Problem
#tech11 LM3
So, how do we solve it?
#tech11 LM3
So, how do we solve it?
#tech11 LM3
It depends.
Social media metrics
#tech11 LM3
Metric overload
#tech11 LM3
What metrics matter?• Web traffic• CTR• Conversions
Metrics should align withorganizational goals.
#tech11 LM3
Web and ad metrics
#tech11 LM3
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
Solving web analytics
#tech11 LM3
Solving ad metrics• What should I measure?• What do your advertisers care about?• How do you demonstrate that?
#tech11 LM3
What advertisers want
#tech11 LM3
Awareness
Interest
Conversion
What we can give them
#tech11 LM3
Impressions
Click-thrus
URL tracking
Email metrics
#tech11 LM3
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
We were very excited!
#tech11 LM3
•KISS•Ease into new capacity•Training•Largely the same content•Still HUGE step forward
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.
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.
Monitoring
#tech11 LM3
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?
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.
Takeaways
#tech11 LM3
Takeaways
#tech11 LM3
Takeaways
#tech11 LM3
Takeaways
#tech11 LM3
Takeaways
#tech11 LM3
Takeaways
#tech11 LM3
Takeaways
#tech11 LM3
Takeaways
#tech11 LM3
Tools of the tradeFrom Google:• Analytics• Webmaster Tools• SEO Starter Guide
#tech11 LM3
Tools of the tradeFrom others:• TweetReach.com• Facebook Insights• Double Click• Your AMS• Your bottom line (most important!)
#tech11 LM3
Ask us anything!Elizabeth Weaver Engel, CAENACHRI@[email protected]
Maggie McGaryASHA@[email protected]
Pauline S. Karpowicz, CAEAPSA@[email protected]
Andrew HanellyTMG@[email protected]