UNDERSTANDING AND USING YOUR ONLINE ANALYTICS Debra Askanase, Community Organizer 2.0 Scott Hertz, URJ Youth & College Programs Jcamp180 Conference, 2013 #jcampanalyze

WHAT YOU NEED TO KNOW TO BE A BETTER COMMUNICATOR IS WAITING TO BE FOUND

YOUR BURNING METRICS QUESTIONS

EVERY SITE HAS ITS OWN DATA FINDER

TWITTER Reach, Engagement, Mentions, Followers

FACEBOOK Facebook Insights

FACEBOOK Reach, Engagement, Location, Demographics

PINTEREST (BUSINESS) Reach, Repins, Clicks, Website visits

LINKEDIN (COMPANY PAGE) Reach, Engagement, Clicks, Demographics

WEBSITE Reach, Segmentation, Referrals, Demographics, Site Behavior, Content interest, & more analytics.google.com

MEASURE CORRECTLY

BUILD EVERYTHING TOWARDS YOUR GOALS YOUR GOALS Your website content Their social activities Your social channels

YOUR GOALS MIGHT BE… Registration & Reenrollment Alumni involvement Awareness/Share of voice Donations

ANALYTICS CASE STUDY

CAMP HARLAM SUMMER COMMUNICATIONS NEW STRATEGIES FOR SUMMER COMMUNICATIONS = INCREASED ENGAGEMENT & IMPROVED CUSTOMER SATISFACTION

Give parents a sense of what is going on at camp before they ask Regular Blog Posts (share on Social Media) Daily Updates on Facebook Introduce Twitter as Communications Tool

TAKE YOUR MEASUREMENTS

How many people are visiting our blog? How are people getting there? 41 Blogs in 52 Days 4,380 unique visitors to our blog 11,248 visits to our blog with 19,000 page views all summer 40% of blog views came from Facebook 20% from Bunk1 11% from the website

What are the most popular blog posts? Opening Day SlideShow Why I am the Luckiest Adult on the Planet What Does a Director Do the Day Before Camp Opens? The Good Fortune of URJ Camp Harlam Shabbat Shalom from Aaron: 6/28 What’s Going On in Your Child’s Unit… Carmel Campers Fly Like Birds Shabbat Shalom from Aaron: 7/5

How many people are we talking to on Facebook? Have we been able to increase our ‘likes’ and reach? Went from 3,332 likes to 4,000 over year (Up 20%) Went from 3,392 likes to 3,915 over the summer (Up 15.4%) 309 Posts in 52 days Expanded reach to over 3K per post on average with our most viral post reaching 5.6K people.

What are our most “viral” posts? When is the best time of day to post? 6.26/13 10:00 pm (Opening Day) 5.6K reached 6/28/13 8:33 pm (Shabbat Shalom) 4.3K reached 7/20/13 8:05 pm (Banquet Song Session) 4.1K reached 7/3/13 10:22 pm (Blog) 3.1K reached 6/25/13 6:27 pm (Night Before Closing Day) 3K reached When are fans online: Highest point: 8-10 PM Noon-10 pm is an ideal posting time

Did we reach more families on Facebook? 80% (Up 27%) of families knew Camp Harlam used Facebook and 57% (Up 24%) used it themselves

How many people are we talking to on Twitter?* What were our most popular tweets? Goal for end of summer (followers): 1,400 Original: 1,113 Current total followers: 1,425* Followers increased: 28.03% Sheer # of tweets: 296 Most popular links: 1 st Day Welcome 6/26/13 27 clicks, 6 favorites, 4 retweets Chavurah Blue Man Group 7/9/13 19 clicks 2 nd Session Opening Day favorites, 7 retweets Zimriah Tweet 8/15 8 clicks 4 th July Fireworks 5 favorites, 2 retweets

Did we reach more families on Twitter? While we increased 28% more followers, only have 20% of our camper families using Twitter.

YOUR TURN What are the questions that you need social or website data to answer?

YOUR KNOWLEDGE OUR KNOWLEDGE

SHARING IS CARING Internal discussions: 1.Who needs to be aware of this information immediately, to act on it? 2.Who else should be aware of this information? 3.How will you make it available to both sets of colleagues internally? 4.When will you regularly discuss this? 5.What intentional knowledge-sharing structure needs to be put in place?

You Marketing Programs Entire org Information sharing

TRY IT, COME ON IN! THE WATER’S JUST RIGHT…

…AND UNEXPECTED SURPRISES ABOUND!

QUESTIONS? NO PROBLEM! Debra Askanase (617) Scott Hertz (212)