Description
Published January 2016
323 registrants as of 8/2017
Are you posting, tweeting, emailing and wondering if what you’re doing is working? This workshop will provide tools and tactics for getting the kind of information you need to focus your limited resources where they can get the biggest bang–and help others in your union/organization to understand the impact of what you’re doing.
- How to measure your campaign power online
- Quick and dirty ways to get the data you need to shape strategy, and how to present it
- The smart use of Facebook Insights, and its limits
- The two things every online organizer needs to know how to do in Google Analytics – and what to do with the limits of Google Analytics
- The most important report in Google Analytics for organizers
- The Twitter metrics that are worth tracking for organizing impact–and what’s just fluff
- How to set up your campaign to track which allies are coming through and which aren’t and which channels are contributing the most
- Tracking how-to’s with CRMs, using ActionNetwork as an example.
- The email metrics to track to know if your email is going to spam
- When to use and when to avoid using short links
- How often to assess results and how to integrate it into campaign planning effectively
- What 3 things to do if, really, you have no time for metrics
We’ll provide a proven metrics template for organizing groups and work through it, as well as a priority list if you have to choose just a few things to track.
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Session I: Going Beyond Vanity Metrics, Facebook, Twitter and Email metrics & the SMT Online Organizing Metrics Template
We’ll cover why to go beyond vanity metrics (e.g. Likes, Shares, Opens etc.). The power of mission-centered metrics for online organizing. The smart use of Facebook Insights, and its limits. Twitter metrics that make sense. And we’ll walk through SMT’s Online Organizing Metrics Template using real examples.
Session II: Introduction to Goals and Campaign Tagging in Google Analytics
This session will introduce you to two key techniques that will help you measure the effectiveness your online work. Google Analytics works best when you set up “goals” to track when your website visitors join your list, take an online action, or make a donation. Campaign tagging involves adding a little bit of information to each link you send out via email, social media and online ads. These two techniques, when used together, allow you to track the results of your online outreach in great detail. You will understand what’s working and what’s not with your online outreach.
In this session we will cover the basics of these two techniques, show examples of these techniques in real life and answer your questions on how you can apply this to your work.
Session III: How to bring it all together across channels and evaluate campaign results
We’ll discuss tracking results by campaign allies and affiliates. We’ll also cover anything not covered in the first two sessions and take examples suggested by participants and live-brainstorm ways to gage results effectively.
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Presenters:
Eric Squair, Staff Partner, Social Movement Technologies. Helps progressive organizations make smarter decisions about their online work. One of his favorite ways to do this is by teaching people how to use the powerful website measurement tool Google Analytics. Has over a decade of experience working at nonprofits and with organizations such as Greenpeace, Amnesty International and several political campaigns.
Hannah Roditi, Executive Director, Social Movement Technologies. Is a long-time union, community and faith-based organizer. She has designed and led social media training for groups from D.C. to Oakland as well as on-line trainings with up to 500 organizers, including in Spanish and bilingually for mixed language groups, works with unions and organizing groups across the country to help them ramp up with social media to build power and win campaigns. The use of new tech tools to strengthen on-the-ground organizing and ramp up pressure on targets is a passion of Hannah’s.
I strongly recommend SMT. Their strong organizing background, preparation and thoughtfulness made our strategy assessment with them enjoyable and really helpful.