Measuring Impact - Content Strategy and Analytics

How do we ensure that the content we're creating is working? The short answer is content that is tied to measurable organizational goals. Measuring those goals can then inform the content being produced and the strategy driving those content decisions.

Transcript

1. Collaborative Notes etherpad.net/p/measuring-impact etherpad.net/p/measuring-impact bit.ly/nyccamp15-ngo
2. Measuring Impact Clayton Dewey
3. Hi, I’m Clayton Dewey Aten, Information Architect @claybolto cedewey
4. aten.io @atendesign
5. “Daddy, what is climate change?”
6. https://4.bp.blogspot.com/-Tk91oxGZxT4/UpdbWLAEJYI/ AAAAAAAAABo/ksR57Sw1Lvw/s1600/Image10.gif
8. http://luckypeach.com/wp-content/uploads/2015/07/trashburger.jpg
9. http://luckypeach.com/wp-content/uploads/2015/07/ whitecastle.jpg
10. http://www.indiehiphop.net/wp-content/uploads/2012/09/ mixtape_cassette-13651.jpg
11. https://patentimages.storage.googleapis.com/USD642151S1/ USD0642151-20110726-D00000.png
12. The web got strategic
13. Information environments not websites
14. http://www.awesomelyluvvie.com/wp-content/uploads/ 2012/11/JudgingYou.gif
15. Organization First • Vision • Mission • Goals • Objectives (measurable)
16. Determine how and when to measure your objectives
17. Users are people too
18. People First 1. Primary Audiences 2. Personas 3. User Needs 4. User stories
19. Strategy!
20. http://blog.braintraffic.com/wp-content/uploads/content-strategy-quad.gif
21. Let’s see if this actually worked
22. think back to your objectives
23. Only measure that which will change your behavior
24. Analytics are good at telling us • Flow of traffic • Referrers • relationships between channels
25. • Popularity of content • Bounce rate (be careful) • Conversion rates
26. Bad data is easy
28. Watch out for • Internal traffic • External factors
29. Other ways to test and measure • Heuristic Assessment • Surveys • Interviews • Observations • A/B Testing
30. Relevant, impactful content is changing the world!
31. Source: http://www.andpop.com/wp-content/uploads/ 2015/06/Marriage-Equality-SCOTUS-LoveWins.png
32. http://fivethirtyeight.blogs.nytimes.com//2013/03/26/how- opinion-on-same-sex-marriage-is-changing-and-what-it- means/
33. The prison functions ideologically as an abstract site into which undesirables are deposited, relieving us of the responsibility of thinking about the real issues afflicting those communities from which prisoners are drawn in such disproportionate numbers. - Angela Davis, Are Prisons Obsolete?
34. Source: http://www.journaldugeek.com/files/2015/04/orange-is-the-new- black.jpg
35. Source: http://www.madpac.nl/wp-content/uploads/2014/11/serial- podcast.jpg
36. Source: http://www.evokesocks.com/wp-content/uploads/2015/02/ CharityWaterPic3.jpg
37. Source: https://static.businessinsider.com/image/51d0b965eab8eac91200002d/ image.jpg
38. Source: https://giphy.com/gifs/instead-87xihBthJ1DkA
39. Collaborative Notes bit.ly/nyccamp15-ngo
40. Thanks! Clayton Dewey @claybolto