content

Quick & dirty ways to measure & test

I’m a massive data nerd. I love spreadsheets. I love experimenting. MASSIVE GEEK.

One of the aspects of digital that I enjoy is being able to see what is working (or not) and tweak things.

These are some of my quick and dirty ways to measure how things are going. Some are specific to particular tools, others apply across a variety of things.

1. Use different collectors in SurveyMonkey

We often use SurveyMonkey for surveys and I try to set up different collectors for different channels, e.g. social media, email to all students, our newsletter, website homepage, url on banner.

This means I can see which promotional channels are working well (so we can focus on those) and which are not (so we can abandon those or try to boost them).

2. Use custom campaigns in Google Analytics

Google Analytics allows you to add information to the end of urls so you can track them via Google Analytics. These are custom campaigns.

I’ve talked before about how I use information to help make decisions including examples of using custom campaigns to track our social media activity.

This works offline too. You can create a long link with the tracking information in it then use a link shortener like bit.ly or your own tools to create shorter, more attractive links to put on printed materials.

3. Track links using tools like bit.ly

Bit.ly and other tools like Hootsuite’s ow.ly shorten your links so they aren’t so long and rambly. They also allow you to track how many people have clicked them.

This is useful as it is, you can see how popular what you’re sharing is.

You can step it up a notch though and use it as a form of split-testing on social media. Try posting tweets on the same topic at different times of the day, with and without images, long and short text or any other combination of factors. If your aim is to get clickthroughs you can use bit.ly to see which format(s) work best.

4. Make use of split-testing where available

If your tools allow for split-testing DO IT! I’ve used it a few times for our email newsletter to test sign-up forms, email bodies and subject lines.

Changing the subject line of our ‘vote now’ elections email resulted in twice as many votes at one point (though over time the gap between the two fell a little). You can see the tests I ran towards the end of my ‘data driven decision-making’ slide deck.

 

What else have I forgotten? What have you tried? Please let me know. Like I said, I’m a massive nerd for this sort of stuff

Jo

August 9th, 2014|Digital|0 Comments|

Students’ Unions 2014 – my communications sessions

I’m speaking at Students’ Unions 2014, a conference for students’ union staff and officers.

This year it is in glamorous Bolton and I’ll be talking about content marketing and communications tools.

My presentations are linked below but I plan to blog about the themes raised and tools suggested in more detail. To be notified when I update my blog with more details you can subscribe to my sporadic email updates.

Content marketing: let’s do it better

Content marketing presentation

Since going to the Content Marketing Show, run by my friend Kelvin Newman (who was recently voted as having had the most impact on the digital marketing industry over the past year!) a few years ago I’ve been learning more and more about content marketing.

It’s one of those things that is actually fairly obvious – people don’t like being ‘sold’ at so aim to be useful and friendly so they’ll come to you when they need you. My freshers newsletter campaign is an example of content marketing, offering people something useful – in this case information about our events and learning about being a student – in return for permission to communicate with them so you can build a relationship with them.

The point of my presentation is that it is often easier not to bother and just to spam people with messages focused around yourself. Instead, I think we should be focusing on what students want and how we can help with that.

I should point out that this presentation looks beautiful because I made it with Canva, my new favourite tool which makes it super easy to design amazing looking things.

>> View presentation

101ish free & cheap tools for communications people

101ish free or cheap tools for marketing and communications people presentationI initially pitched this session by plucking the number 101 from the air as it sounded more interesting than 74 and more impressive than 14 not expecting the session to be chosen. Turns out it was and that 101 is a lot of tools to find and list!

My original session time was halved to 30 minutes which gave me a good excuse to aim for 50 tools instead as well as an opportunity to crowdsource an extra 50 to hit my original target.

If you have any other tools I should add to my list please let me know – jo@joannawalters.co.uk@jowalters – or leave a comment below.

>> View presentation

If you go, I’d love to hear your thoughts on Students’ Unions 2014. I’m always happy to publish guest posts so feel free to send over something to add to my blog

Jo

 

July 2nd, 2014|Speaking|2 Comments|