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© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
Cheryl Black, Abila
@CLBlack425 and @Abila_Inc
MEASURING
WHAT MATTERS
2 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
WHERE WE’RE GOING
• 1-Hour Audit
• Goal Setting
• Make it Matter
• Tools & Tips
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
1 HOUR AUDIT
4 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
1 HOUR AUDIT*
Message & Brand
• Consistency
• Focus
• Quick Wins
Resources
• Staff
• Tools
• Budget
5 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
1 HOUR AUDIT*
Community
• Size
• Demographics
• Partners
Engagement
• Clicks
• Endorsements
• Shares
6 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
30 MINUTE BONUS ROUND
Outsiders
• Competition
• Models
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
GOAL SETTING
8 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
KPIs
Awareness & Acquisition
• Impressions
• Target Audience Growth
Consideration & Conversion
• Subscription
• Clicks
• Endorsements
9 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
GOAL SETTING
Past
• Resources
• Growth to date
Present & Future
• Resources
• Growth goals
10 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
MEASUREMENT
Tools & Resources
• Channel Insights
• Link Tracking
• Google Analytics
Frequency
• Tracking
• Reporting
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
MAKE IT MATTER
12 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
MAKE IT MATTER
Context
• Timeframe
• Growth percentage
Correlation
• Increased activity
• Adjusted strategy
Relevance
• Programs
• Funds
13 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
EXAMPLE
Context
• 300 site visits were sourced from Facebook last month (+15% MoM).
Correlation
• Half of those visits are directly related to our new “Sam’s Scholarship”
video.
Relevance
• Visitors from Facebook spent 40% more time on the scholarship
application page than other visitors.
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
TOOLS & TIPS
15 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
TOOLS & TRICKS
URL Shortening & Tracking
• Bit.ly
• Google
Google Analytics
• Campaigns
• URL Builder
Excel
• [(New-Old)/Old]*100 = % Change
• Charts!
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
Please send any questions to
Cheryl.Black@Abila.com
THANK YOU

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Measuring What Matters, Starting with Benchmarking

  • 1. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA Cheryl Black, Abila @CLBlack425 and @Abila_Inc MEASURING WHAT MATTERS
  • 2. 2 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA WHERE WE’RE GOING • 1-Hour Audit • Goal Setting • Make it Matter • Tools & Tips
  • 3. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 1 HOUR AUDIT
  • 4. 4 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 1 HOUR AUDIT* Message & Brand • Consistency • Focus • Quick Wins Resources • Staff • Tools • Budget
  • 5. 5 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 1 HOUR AUDIT* Community • Size • Demographics • Partners Engagement • Clicks • Endorsements • Shares
  • 6. 6 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 30 MINUTE BONUS ROUND Outsiders • Competition • Models
  • 7. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA GOAL SETTING
  • 8. 8 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA KPIs Awareness & Acquisition • Impressions • Target Audience Growth Consideration & Conversion • Subscription • Clicks • Endorsements
  • 9. 9 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA GOAL SETTING Past • Resources • Growth to date Present & Future • Resources • Growth goals
  • 10. 10 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA MEASUREMENT Tools & Resources • Channel Insights • Link Tracking • Google Analytics Frequency • Tracking • Reporting
  • 11. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA MAKE IT MATTER
  • 12. 12 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA MAKE IT MATTER Context • Timeframe • Growth percentage Correlation • Increased activity • Adjusted strategy Relevance • Programs • Funds
  • 13. 13 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA EXAMPLE Context • 300 site visits were sourced from Facebook last month (+15% MoM). Correlation • Half of those visits are directly related to our new “Sam’s Scholarship” video. Relevance • Visitors from Facebook spent 40% more time on the scholarship application page than other visitors.
  • 14. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA TOOLS & TIPS
  • 15. 15 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA TOOLS & TRICKS URL Shortening & Tracking • Bit.ly • Google Google Analytics • Campaigns • URL Builder Excel • [(New-Old)/Old]*100 = % Change • Charts!
  • 16. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA Please send any questions to Cheryl.Black@Abila.com THANK YOU