In the February 2020 Net2van meetup guest experts Charly Jarret and and Katrina Nguyen of the SPCA share case studies from their work with the SPCA.
Engagement? Followers? Likes? We’ve all heard the lingo, and some of us probably even write reports on these social media metrics, but what do they mean, and how can we go beyond Facebook analytics to glean real knowledge? How can we get better data to help us inform our decisions? Watch the video to learn (or subscribe to the podcast if audio is more your thing.)
There’s two options — webinar-style with a focus on the slides or livestream-style with a view of the presenters.
Social Media Marketing and Analytics for Nonprofits
00:00 / 1:18:26
Welcome to the February 2020 edition of the NetSquared Vancouver podcast. It’s the first of the year after January was cancelled because of ❄️❄️Snowmageddon 2020.❄️❄️
Engagement? Followers? Likes? We’ve all heard the lingo, and some of us probably even write reports on these social media metrics, but what do they mean, and how can we go beyond Facebook analytics to glean real knowledge? How can we get better data to help us inform our decisions?
This month NetSquared Vancouver’s topic is Social Media marketing and Analytics best practices.
Guest experts Charly Jarret and and Katrina Nguyen of the SPCA share case studies from their work with the SPCA.
They covered everything from remarketing and look-alike audiences; to why Facebook penalized you for external links. And they share the eight types of value exchange that you can offer your members in exchange for their contact information.
They key insights for me were that:
We shouldn’t fight the platforms — feed them content that is a fit for the platforms and audience expectations, but that the goal should always be to build relationships with your members OUTSIDE the walled gardens of the platforms.
Ignore the vanity metrics of Likes and Views. In fact, Charly and Katrina didn’t show ONE facebook or twitter-provided analytics dashboard during the whole hour. All the valuable measurements are happening in Google Analytics, where they have set goals on donations, email sign-ups, and other measurables that deliver value to their organization.
I’ve got bad news. Most of the time you spend looking at your analytics is probably in vain. There is too much data that tells you too little information. You thought analytics was all about using information to make better decisions, but it isn’t working. How do you go beyond just giving yourself a nice pat on the back with how many visitors you got last month?
This presentation will cover how charities and non-profits can select and track the metrics that truly matter and how they can use them to make and confirm decisions that matter.
Here’s a rough outline of some of the thoughts you might have throughout the presentation:
“What are vanity metrics and why should I hate them so much?”
“Ok smart guy… how do I pick metrics that actually matter then?”
“Pirates! Now I know your crazy.”
“Talking to real people?! I thought this was a presentation about analytics.”
“Oh… it’s A/B testing… not Ab testing. That sounds more pleasant.”
About the presenter: Chris Geoghegan is the Product and User Experience Lead at Peer Giving where he works with a team to create software that enables charities to tell their story and raise funds online.