Strategies for online measurment and offline action

From California Technology Festival Wiki
Jump to navigation Jump to search
The printable version is no longer supported and may have rendering errors. Please update your browser bookmarks and please use the default browser print function instead.

Introductions

  • Riana, Young Invincibles
High degree of online presence, not much engangment on the areas they would like
Monthly analytic reports
No print
Have a written comms plan
  • Crystal, Labor Community Strategy Center
Recently started with social media efforts (social media team for just over a year)
Multi-generational
Weekly analytics meeting
Little-to-no print
Does not have a written comms plan
  • Yuri, Ccisco
Online presence
Lots of print and face-to-face
Analytics
  • Javier, Aspiration
Weekly traffic report (blogs, social media, emails)
Developing a comms plan
No print
  • David, California Pan Ethnic Health Network
Launching a new website
Has a comms plan
Monthly analytics report
Media tracked on ad-hoc basis
Email newsletter
Twitter better than Facebook because they don’t share many photos
What to keep an eye now
  • Jocelyn, California Latinas for Reproductive justice
Handle mail list (Constant Contact)
New comms person handling social media and analytics
Trying to get more people to their events
  • Jonathan, Children’s Hunger Fund
Just listening, but how can IT best support comms needs
  • Adam, Mid-City CAN (City Heights)
One-man communications team
Basic metrics
Print newsletter
Social media
Have a comms plan

A Few Thoughts

  • Why ask about print?
  • The majority of money given is from people over 60 and given by check
  • Temper expectations regarding social media
  • Have you mapped out a (communications) ladder of engagement? (cf. fundraising ladder of engagement)
  • What are the steps to get from social media to higher mediums of engagement?
  • Examples of organizations? Surf Rider Foundation DoSomething.org
    • DoSomething.org = various projects to help youth
  • Do you do A/B testing?
    • E.g. what text message is going to best reach 500,000 youth? Test version A with 500 people and version B with 500 people. Whichever gets the better response is used for the remaining youth.
  • Avoid data silos - comms department needs to share analytics with the larger org
  • Comms department isn’t on the field; field workers are and should be informed
  • Do you provide translation for your website?
  • Even if it’s a single page in a variety of languages with a basic introduction, helps feel connected
  • Comms often leads with facts and figures following funding needs, but the story is the better lead

Improving Communications

  • Re-consider direct mail
  • Asking what form of communications constituents want
  • Sometimes people say they only want email (not direct mail), but then respond really well to direct mail
  • Hand-written notes, followed up by phone calls
  • Sounds like a lot of work; how to justify expense?
  • Measure what you’re doing and see what you’re wasting - replace that
  • What metrics are you tracking?
    • Separate vanity metrics (TBU - true but useless) from actionable metrics
  • Visits and time on site need to be monitored but aren’t helpful most of the time
  • Need to know more about content
  • How are you monitoring analytics across systems? What single tool can do everything?
  • None
  • Pull data from multiple systems into spreadsheets
  • See Swords to Ploughshares for an example of an org learning to listen
  • Curse of knowledge - you know something they don’t and may not be able to relate to
  • Website can lead people through something that social media can’t - a "knowledge pathway”
  • Use discreet and specific actions in social media
  • Let people share (e.g. "What are you having for dinner on Sunday night?”)
  • Don’t just pass on a social media post; *curate* it (be selective and comment on it)
  • Try experimenting with print pieces
  • E.g. Use different calls to action
  • What about save-the-date messages?

John: Probably best to send notifications when registration opens.

Crystal: Send it for a large political event; no call to action, just a light touch to “remember us?”

Make your comms campaigns easy for your staff to do

John: email is generally a lot more effective than social media

Success Stories

  • How do you get people to come to your events?
  • The web can be a real “echo chamber” - just hearing ourselves
  • How do you get your message beyond your current constituency
  • CPEHN - has used word of mouth (social media also offers a little)

Fundraising engagement

Surfrider

DoSomething.org – old cellphones victims of domestic violence

Microsteps>videos explaining why you should do it

Dosomething- discrete specific
Why bring me along

Personally, culturally

Letting people share, opinions content

Social media to email landing page with 3 newsletters – links to full newsletters

Short, concise

Closing

  • Learn from other organizations
  • Use teasers

Around the table

Adam: Curious about examples of other orgs to learn from. “Analytics are like exercise” - we know we should be doing it but…. How much time should we spend on it?

John: At least 15-20 mins/mo to collect the data, and a 1-2hr quarterly meeting

Javier: A/B testing was interesting

Jonathan: Children’s Hunger Fund volunteering good example of getting people from social media to events

Jocelyn: Also found A/B testing interesting. Leading people with personal stories, and following through with valuable information and opportunities of communication.

John: and don’t forget the significance of staff stories

David: Helping the board understand what you’re learning

Yuri: Being transparent across the organization

Crystal: Leading from social media to engagement with the website before the action

John: Give people a picture of what they’re moving toward (e.g. screenshots of your email newsletter)

Riana: Need to focus on email

Retrieved from "https://catechfest.aspirationtech.org/index.php?title=Strategies_for_online_measurment_and_offline_action&oldid=435"