By the Numbers. Obtaining and Using Data in Your Communication Efforts

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1 By the Numbers Obtaining and Using Data in Your Communication Efforts NABE-COMM 2013 Sep 27, 2013

2 By the Numbers Conor Jensen TexasBarBooks Kerstin Firmin The Bar Association of San Francisco Anna Zanolli Oregon State Bar Moderator: Barry Kolar Tennessee State Bar NABE-COMM 2013 Sep 27, 2013

3 What is the data? Conor Jensen TexasBarBooks NABE-COMM 2013 Sep 27, 2013

4 THE TRUTH Conor Jensen Web Content Specialist

5 GOOGLE ANALYTICS IS A PLACE WHERE YOU CAN SEE WHAT WEBSITE VISITORS DO. YOU CAN DEFINE YOUR OWN UNITS OF MEASUREMENT TO JUDGE WHAT VISITORS DO. YOU CAN IMPROVE THE CHANCES FOR VISITORS TO DO WHAT YOU WANT THEM TO.

6 THOUGHT STYLE The INTUITIVE likes some data to use for construction. The RATIONAL likes all data to use for deduction. WHAT S THE CONNECTION?

7 APPLICATION Whether by bits of information, or a large amount of controlled data, a need exists to fit the puzzle pieces together. Consider the activity performed and apply consistent thinking methods. Insight should follow.

8 CASE STUDY: MARKETING MEETING THE SCENARIO: The TexasBarBooks Free Residential Lease Form in relation to the sales of our Real Estate Form Manual. THE OBJECTIVE: Is the free form helping sales of the product? How do I communicate the results internally?

9 INTERNAL COMMUNICATION Let numbers speak over your opinions. Decision makers love making decisions. AND HERE S HOW:

10 DEFINE VALUE, SET UP GOAL GO TO: Admin Tab Create Goal (Populate the Boxes) Save Don t put the whole url in! Example: /free-form. Goals can be combined or separated. You get 20 per account. Learn the parameters. Example: The difference between visitors/unique/pages.

11 FROM HERE TO HERE /free-residential-lease-form/ /books/texas-real-estate-forms-manual/

12 VERIFY AND SAVE

13 ONE WEEK LATER

14 GO TO: TRAFFIC SOURCES REFERRALS CREATE CUSTOM REPORT ADD A FILTER WITH A CONTENT LABEL FOR THE URL

15 LOOKING DEEPER LET S LOOK AT THE OVERALL TRAFFIC SOURCES TOO:

16 INEVITABLE TAKEAWAYS Free forms draw visitors! Non lawyers are just as apt to find free forms because they enter the search words Free Form. Non lawyers don t buy our Real Estate Forms Manual. What s actionable? Offer free forms, choose ones lawyers want.

17 The truth is what works. William James

18 How to get the data Kerstin Firmin The Bar Association of San Francisco NABE-COMM 2013 Sep 27, 2013

19 Down and Dirty with Data How to set up Google Analytics and get data you can use K Firmin The Bar Association of San Francisco

20 WHAT GOOGLE ANALYTICS CAN DO FOR YOU Visits/ visitors Traffic sources/ timing Content/ navigation Website optimization Content planning Timing K Firmin The Bar Association of San Francisco

21 K Firmin The Bar Association of San Francisco THE TRACKING CODE

22 K Firmin The Bar Association of San Francisco THE TRACKING CODE Set-up on a traditional website

23 K Firmin The Bar Association of San Francisco THE TRACKING CODE Set-up on a WordPress site

DATA & VISITOR FLOW What were the top three articles last month? Last year? How many of our visitors use ipads? Do mobile visitors stay as long as desktop users?

24 DATA & VISITOR FLOW What were the top three articles last month? Last year? How many of our visitors use ipads? Do mobile visitors stay as long as desktop users? Where should we invest online marketing dollars? How are people finding us, and what keywords are they using? What browsers are people using to view our website? How do people navigate our site? K Firmin The Bar Association of San Francisco

Emails Pew Research Census City Data News Reports and studies Government

25 OTHER DATA SOURCES Power point presentations Reports Grant proposals Donor cultivation materials Annual reports Spreadsheets Staff meeting reports s Pew Research Census City Data News Reports and studies Government databases Google and you shall find K Firmin The Bar Association of San Francisco

26 Creative with Data How to engage with data K Firmin The Bar Association of San Francisco

27 WHY INFOGRAPHICS? People aren't reading - they're content 'snacking' K Firmin The Bar Association of San Francisco

28 K Firmin The Bar Association of San Francisco INFO-SNACKS

DIY INFOGRAPHICS Difficulty: very easy Visualize Me: http://vizualize.

29 DIY INFOGRAPHICS Difficulty: very easy Visualize Me: Turn a resume into an infographic in minutes Ideas for use: Make website bios more interesting Share mediator, speaker bios K Firmin The Bar Association of San Francisco

DIY INFOGRAPHICS Difficulty: easy TimelineJS:

co Create an interactive timeline Ideas for use:

timeline that includes video, pictures, other

30 DIY INFOGRAPHICS Difficulty: easy TimelineJS: Create an interactive timeline Ideas for use: Replace static historic timeline with interactive timeline that includes video, pictures, other interactive content Create a timeline for a project or program K Firmin The Bar Association of San Francisco

DIY INFOGRAPHICS Difficulty: advanced Make it from scratch: K Firmin The Bar Association of San Francisco Restrict your color palette Use sans-serif fonts Restrict

31 DIY INFOGRAPHICS Difficulty: advanced Make it from scratch: K Firmin The Bar Association of San Francisco Restrict your color palette Use sans-serif fonts Restrict white space and direct the eye Add graphics that support or illustrate your points List sources at the bottom Let people know it s ok to share the graphic Add embed code

32 How to display the data Anna Zanolli Oregon State Bar NABE-COMM 2013 Sep 27, 2013

33 You re using WHAT font? Infographics I m so glad we agreed on a sans serif! How to stop good data from looking bad

Infographic From Wikipedia, the free encyclopedia Information graphics or infographics are graphic visual representations of information, data or knowledge intended to present complex

34 Infographic From Wikipedia, the free encyclopedia Information graphics or infographics are graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly. They can improve cognition by utilizing graphics to enhance the human visual system s ability to see patterns and trends. Source:

35 Infographic 1869 Charles Minard s chart showing the number of men in Napoleon s 1812 Russian campaign army, their movements, as well as the temperature they encountered on the return path. Image source:

Infographic 2013 Designer Unknown Visualizing the Microsoft-Nokia Deal: This infographic takes charts previously published by Nielsen, and uses them to provide context to the news story

36 Infographic 2013 Designer Unknown Visualizing the Microsoft-Nokia Deal: This infographic takes charts previously published by Nielsen, and uses them to provide context to the news story of Microsoft acquiring Nokia s handset devices unit for $7.2 Billion. Source: and newswire/2013/whos-winning-the-u-s-smartphone-market-.html

37 Graphical elegance is often found in simplicity of design and complexity of data. Edward R. Tufte The Visual Display of Quantitative Information

com/-eapcs0exmv0/tcqqcbnorsi/aaaaaaaabxq/ijllxug_bdm/

38 Simple Design + No data Love Too much? Too little? Heart: s1600/all_you_need_is_love.jpg Scrabble pieces:

39 Complex design + Complex data All you need is love but a bank account couldn t hurt. Too much? Source: via visual.ly/all-you-need-love

40 Simple design + Complex data All you need is love The right balance? Hierarchy of needs: Things you Need:

41 Data graphics visually display measured quantities by means of the combined use of points, lines, a coordinate system, numbers, symbols, words, shading, and color. Edward R. Tufte The Visual Display of Quantitative Information

42 Know the rules before you break them.

43 Design Guidelines Edward R. Tufte The Visual Display of Quantitative Information Attractive displays of statistical information have a properly chosen format and design use words, numbers, and drawing together reflect a balance, a proportion, a sense of relevant scale display an accessible complexity of detail often have a narrative quality, a story to tell about the data are drawn in a professional manner, with the technical details of production done with care avoid content-free decoration, including chart junk.

44 Friendly Data Graphics Edward R. Tufte The Visual Display of Quantitative Information Spell out your words abbreviations abound in unfriendly data graphics Run them from left to right not vertically or in several directions Use little messages to help explain data don t require references to scattered text Place labels on the graphic make a legend unnecessary Provoke curiosity with your graphic don t fill it with chartjunk Be sensitive to color-deficient viewers; favor blues don t use red and green for essential contrasts Use clear and precise type don t be overbearing with your type choice Type is upper-and-lower case, with serifs don t use all caps

45 More design C.R.A.P Robin Williams The Non-Designer s Design Book Contrast If two items are not exactly the same, then make them different. REALLY different. If everything is red, it might as well be black. If everything is red, it might as well be black. Repetition Repeat some aspect of the design throughout the entire piece. Alignment Nothing should be placed on the page arbitrarily. Every item should have a visual connection with something else on the page. Proximity Group related items together so related items are seen as one cohesive group.

46 A Week at BASF An infographic by Kerstin Firmin BASF

47 A Week at BASF The data behind the infographic No much to report for the CLE department this week because of the ABA annual, so this area wasn t included in the infographic.

48 By the Numbers Conor Jensen TexasBarBooks Kerstin Firmin The Bar Association of San Francisco Anna Zanolli Oregon State Bar Moderator: Barry Kolar Tennessee State Bar NABE-COMM 2013 Sep 27, 2013

Scientific Communication and visual reasoning. presentation for Institute for Leadership in Technology and Management July 5, 1999 Dan Little

Scientific Communication and visual reasoning presentation for Institute for Leadership in Technology and Management July 5, 1999 Dan Little Edward Tufte, theorist of scientific graphics A political scientist