Meghan Kearney, Communication Specialist Communication & Outreach Tool Performance Report Steering Committee Meeting, April 24 th,2014.

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Presentation transcript:

Meghan Kearney, Communication Specialist Communication & Outreach Tool Performance Report Steering Committee Meeting, April 24 th,2014

Overview 30 day performance measures example & key strategies for: – via Google Analytics – Mailchimp: Newsletters & Listserve – Social Media Platforms: Facebook & Twitter

nplcc.org 30-Day Example March 8 th – April 7 th, 2014: Visits = 727 Page views = 4,486 Visit Duration = Approx. 5 mins. How visitors are arriving: 1. Organic Search (43.33%) Reoccurring keywords: nplcc Northpacificlcc.org North pacific lcc Unique keyword examples: Climate change/wetland ecosystems geographic features of north west pacific Job announcement “landscape conservation cooperative” Landscape conservation 2. Direct Links (34.53%) /Resources/Projects /About /NPLCCBusiness 3. Referral (20.77%) lccnetwork.org (51.66%) fws.gov (7.95%) nplcc.s3.amazonaws.com (5.3%) biology.sfu.ca (3.97%) tribalclimate.uoregon.edu (2.65%) Doi.gov (1.32%) 4. (0.96%) 5. Social (0.42%) 3 from Twitter (100%)

nplcc.org 30-Day Example March 8 th – April 7 th, 2014: Page Flow:

nplcc.org 30-Day Example March 8 th – April 7 th, 2014: Visitor Geography Map:

MailChimp CSD - Highlights & Upcoming Events sections are most-clicked CSD click rates are higher at the top (most important stories at top) Even distribution among topic areas, steady engagement with Tribes & First Nations section NPT has consistent clicks (shorter, more “feature” oriented) nplcc.org is consistently one of the top clicked links in all mailings Successful special announcements (i.e. Webinar/RFPs) Verbal informal feedback has been positive What we’ve learned: Climate Science Digest (CSD), North Pacific Tidings (NPT), Science- Management Webinar Announcements 3,001 subscribers. Approx 85% USA, 10% CA

MailChimp Tracking Readership Examples Click Mapping: Shows percentage of clicks on links Location:

Facebook We can: Track what types of posts are the most engaging What topics receive the most engagement Who/What engages with our page Track how many people our posts are reaching Track what days and times our posts do the best or when followers are most active

Twitter Snapshot of NPLCC Activity on Twitter What we tweet: NPLCC Content Partner news & content Related climate science news & content (regional, national, international)

Twitter Influential Users: When they interact it exposes us to their followers. Keeping track if most influential/relative tweeters helps the NPLCC determine who to interact with for best results. mentioned us in a tweet = 16,063 potential reach from one – reach of 4,575 + Partner/NPLCC Range Potential Reach: 59,931 people (primarily interested parties, not random) Will continue to grow as we expand followers Mentions: When tweeters link to our page in a tweet using symbol:

Shared Content

BC’s Forests, Lands and Natural Resource Operations Climate Newsletter