Charly Jarrett and and Katrina Nguyen share their best practices for social media marketing at NetSquared Vancouver's February 5 2020 meetup. Engagement? Followers? Likes? Paid? Organic? We've all heard the lingo, and some of us probably even write reports on these social media metrics, but what do they mean, and how can we go beyond Facebook analytics to glean real knowledge? How can we get better data to help us inform our decisions? Luckily, we have experts from the BC SPCA coming to enhance our skills and knowledge! Charly and Katrina will provide us with the hows, whats, and whys of social media analytics, as well as give us some practical tips for the real world of social media. Meetup: https://www.meetup.com/net2van/events/266440845/

1. SOCIAL MEDIA
ANALYTICS 102
Engagement? Followers? Likes? Paid? Organic?
CHARLY JARRETT AND KATRINA NGUYEN

2. SECTION ONE
KATRINA NGUYEN
Digital marketer for 8 years
BC SPCA Social Media Specialist
Certified crazy-dog-lady & expecting
first time mom (advice welcome!)
CHARLY JARRETT
Professional fundraiser for 12 years
BC SPCA Digital Giving Specialist
Cancer survivor, dog obsessed

3. 2015 2016 2017 2018 2019
$750,000
$500,000
$250,000
$0
REVENUE
BUDGET

4. HOW MUCH IS
CUTE, HOW MUCH
IS TACTICS?
THE ELEPHANT IN THE ROOM
SPOILER ALERT: TACTICS
REALLY MATTER

5. Facebook Page
Business Manager + FB Pixel
Editorial Calendar
Google Analytics
Know your Metrics
Budget
Baby steps (aka readiness
checklist)

6. Do you want brand awareness and brand loyalty or leads, conversions and acquisitions?
ENGAGEMENT: MY LEAST FAVOURITE BUZZWORD
ALGORITHM
ADVOCATEASK
ACKNOWLEDGE

7. EXAMPLES
ASKACKNOWLEDGE

8. EXAMPLES
ALGORITHMADVOCATE

9. GOOGLE ANALYTICS

10. Know if your campaign is succeeding
Avg Registration value
Avg Email Value (Acquisition)
Avg phone # value
Avg cost per acquisition
Avg cost per repeat donor
BE READY TO SUCCEED, KNOW WHEN YOU ARE FAILING
METRICS TO KNOW
You can't manage
what you can't
measure, Karen!

11. Know if your campaign is succeeding
$7:1
M+R Benchmarks Report
WHERE ARE YOU ON THE LADDER?
METRICS TO KNOW

12. EXAMPLES: PAID VS ORGANIC
PAID BOOST
ORGANIC

13. *Depending on sample size these two can switch
WHAT IS A RELEVANT AUDIENCE
Previous
Lookalike*
Remarket*
Interests

14. Selling happy feelings
Donation forms are products
Email sign ups are products
Market, remarket, sell
WHAT IS FACEBOOK, REALLY?
FACEBOOK IS OPTIMIZED
FOR E-COMMERCE

15. Hard Advocacy
Soft Advocacy
Mission Premium
Knowledge Premium
LEAD GENERATION
TYPES OF VALUE EXCHANGE
Team Spirit
Feedback Loop
Services Entry Point
Other

16. I CAN HAZ FACEBOOK
FUNDRAISER?
Canada just got Facebook
fundraising in November 2018.

17. THANK YOU
FOR YOUR
TIME.
cjarrett@spca.bc.ca
knguyen@spca.bc.ca
THE END