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Planning & Analyzing Online Campaigns
Wednesday, June 18, 2014
What is Online Communications?
Why it’s Important
People are spending more
time online using a variety
of devices
Source: 2012 Nielsen US Social Media Survey
Social Media Usage
Source: 2012 Nielsen US Social Media Survey
Time spent on social media
increased 24% and continues
to rise
Mobile
83% of people age 18-29 own a
smart phone
Outreach Needs
SERVICES
EVENTS
REPORTS
MEETINGS
NEWS
STUDIES
PROJECTS
Online Communications Planning
Keeping Track
• Setup form for new campaigns
Define a goal
Determine message to portray
• Database for all campaigns
• Annual evaluations
Monitoring Buzz
• HootSuite dashboard
• TweetReach reports
• Google Alerts
• bit.ly stats
Integrating Mediums
Where to Cross-Promote
• Websites
• Email signatures
• Social media sites
• Meetings
• Events
• Flyers
• Videos
• Presentations
• Reports
• E-blasts
• Event registration
• Surveys
Measuring Growth
2012 Q1
2012 Q2
2012 Q3
2012 Q4
2013 Q1
2013 Q2
2013 Q3
2013 Q4
2014 Q1
210022002300240025002600270028002900
MORPC Facebook FollowersFacebook Followers
Measuring Trends
35%
26%
17%
17%
5%
Top Facebook PostsTop 10 posts from January 2012–June
2013 based on topicPhotos
MORPC General
MORPC Events
Members & Partners
Other Links
Measuring Trends
2012 2012 2012 2012 2013 20130123456789
10
PhotosMORPC GeneralMORPC EventsMembers & PartnersOther Links
Top Facebook Posts BreakdownTop 10 posts for each quarter based on topic
Measuring Traffic
Responding to Analytics–Website Redesign–
• Mobile-responsive design
• New user-friendly CMS
• Sitemap reorganized
• Easy access to most visited pages
• Community calendar
• Members site
Responding to Analytics–Content–
• Photos or graphics with social media posts
• Facebook cover photos
• Visualizing messages with graphics
Responding to Analytics–Content–
• Take advantage of increased engagement – positive or negative
Responding to Analytics–Social Advertising–
• February FB promotion for SOTR
$39.95
7,262 reached
110 engagements
39 seats registered
• April FB promotion for available vanpoolseats from Lewis Center to OSU
$40.00
10,608 reached
93 engagements
3 phone calls
SARAH [email protected]
111 Liberty Street, Suite 100Columbus, Ohio 43215
Phone: 614.233.4130
www.morpc.org
