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@ewengelewengel@nachri.org703.797.6041

Maggie McGaryASHA@maggielmcgmmcgary@asha.org

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

Andrew HanellyTMG@hanellyahanelly@tmgcustommedia.com