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

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Agenda• The Problem• Solution(s)• Q&A• Tools & Takeaways

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The Problem• Data overload• Resource underload• Differing tools and opinions• Lack of applicability• Each platform is unique

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The Problem

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The Problem

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So, how do we solve it?

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So, how do we solve it?

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It depends.

Social media metrics

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Metric overload

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What metrics matter?• Web traffic• CTR• Conversions

Metrics should align withorganizational goals.

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Web and ad metrics

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Solving web analytics• What should I measure?• Special cases– Bounce rates– Site search– Online forms – the “Mom” test– A/B testing– Private communities– “Slashdotting”

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Solving web analytics

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Solving ad metrics• What should I measure?• What do your advertisers care about?• How do you demonstrate that?

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What advertisers want

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Awareness

Interest

Conversion

What we can give them

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Impressions

Click-thrus

URL tracking

Email metrics

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Where we’ve been

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•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!

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•KISS•Ease into new capacity•Training•Largely the same content•Still HUGE step forward

Gathering eyeballs

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• List size versuslist quality– Open rate– Delivery rate– Subscriber ratio

Collecting eyeballs is the easy part, reaching engagement is more challenging.

Getting engagement

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• 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

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Finding Value in Metrics

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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

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• 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

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Takeaways

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Takeaways

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Takeaways

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Takeaways

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Takeaways

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Takeaways

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Takeaways

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Tools of the tradeFrom Google:• Analytics• Webmaster Tools• SEO Starter Guide

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Tools of the tradeFrom others:• TweetReach.com• Facebook Insights• Double Click• Your AMS• Your bottom line (most important!)

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Ask us anything!Elizabeth Weaver Engel, CAENACHRI@ewengelewengel@nachri.org703.797.6041

Maggie McGaryASHA@maggielmcgmmcgary@asha.org

Pauline S. Karpowicz, CAEAPSA@polly_at_apsapkarpowicz@apsanet.org

Andrew HanellyTMG@hanellyahanelly@tmgcustommedia.com