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Web Analytics Basicsfor
Public Relations
JOUR 504 – Public Relations Research & EvaluationLaura Min Jackson
Nov. 9, 2010
Dana Chinn
• Media that can be measured
• Site metrics
• Social media metrics
Slides: www.slideshare.net/danachinnTwitter: @danachinn
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Evaluating a public relations plan starts with setting goals, objectives
Start here
not here
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Measure these…
Newspapers
MagazinesRadio TVDirect mail Yellow
PagesOutdoor
Publishers with display advertising
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…and these…
*
*A “starting point” – doesn’t include search, lead generation, international, others. Ted Kawaja in paidContent.org, 9/28/10
Company site
Video
Paid & earned media on social media, too!
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…and don’t forget about…
Apps for each smartphone, carrier
Apps for tablets
WAP, or mobile web sites Geolocation
Quick Response codes
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Return On Objective:What can you measure, optimize?
The actions people take
Company site
Are the targeted audiences aware?Did they come? From where? How many? Why?What did they do?Did they come back? Were they “engaged?”
And whether those actions were due to external events or your actions
Video
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What needs to be measured: All ways a person can engage with you*
* not “all the places you put content and hope everyone will come”
SITES
SOCIAL MEDIA
Computer
HomeWork
Public
Mobile devices
WAP/mobile web
Apps
Tablet
1
24
3 5 - 7
SEARCH
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Audiences, actions, metrics differ by channel
SITES SOCIAL MEDIA
1. Who? How many? In target audience?
3. What did they see? Did they get want
they wanted?
4. Did they interact? What did they do?
How much?
2. No. of visits? How often?
? ? ? ? ? ? ?
? ? ? ? ? ? ?
? ? ? ? ? ? ?
? ? ? ? ? ? ?
Totals*
* Different metrics, methodologies for each channel!
Counts only indicate a person was there at least once (and maybe only once)
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Our site has 5,000 monthly unique visitors.
Last Tuesday that story got 20,000 page views.
The average time spent on our site last week was 24 minutes.
We have 5,000 Twitter followers.
Our iPhone app was downloaded 10,000 times.
We have 2,000 fans on our Facebook page.
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Success is defined by the type, number of desired actions taken
Content actions
E-commerce actions
Saadkamal.com
e.g., rate, e-mail, comment
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What people say they did
what they thinkand
why
as captured by surveys, focus groups, social media, usability studies
Site metrics
1. Behavioral research
What people did when they came to your site,as captured by
an action taken on a keyboard or mouse
2. Attitudinal research
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Not only are the technologies new, but the metrics are as well. -Online Media and Marketing Association Metrics and Measurement program, June 2009
Social media metrics
1. Influencers
2. Content, context, sentiment
3. Calls to action answered
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• Panel dataActivity from a sample of self-selected people. Only total site data for a limited number of sites.
• External dataUsed by agencies to compare sites
• comScoreNielsenCompeteetc.
• Interactive Advertising Bureau
Internal decision-making External marketing
Sources for site metrics
• Census data100% of all visitors, visits, page views for all sections
• Internal dataConfidential
• OmnitureGoogle AnalyticsWebTrendsetc.
• Web Analytics Association
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Key Performance Indicator #1: Visits
A visit is counted
-- Unique visitors
-- Page views
every time someone comes to a site
An increase in visits? Always good.A decrease in visits? Always bad.
These metrics are usefulwhen put in ratios with visits, other metrics
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A unique visitor is really a unique computer. Unique visitors are either over-counted…
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…or under-counted.You don’t know when or by how much.*
* It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than the number of people who came to your site.
library
?
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An increase in page views can be good - or bad.*
* It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than the number of pages people went to when they came to your site.
Bad design, navigation, site architecture? Lots of page views, annoyed users
A redesign improved usability? Fewer page views, happier users
Content that should be there but isn’t? Lots of page views, annoyed users
Dynamic content? Fewer page views, happier users (probably)
?
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An increase in average time spent on site can be good - or bad.*
* It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than how much time people spent on your site.
Bad design, navigation, site architecture? Lots of time spent, annoyed users
A redesign improved usability? Less time spent, happier users?
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Systems only measure the time spent in between pages on a site, so…
The time spent of a user who goes only to one page is NOT included in the time spent calculation. ?
The time spent on the last pageof a site isn’t counted at all.
1 minute
10 minutes
Site X
Time spent = 1 minute
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How often are they visiting?What, how much are they seeing?
Page views per visit
Visits per unique visitorKey Performance Indicator #2
Key Performance Indicator #3
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Are you attracting new audiences?
Visits from new visitors
Visits from returning visitors
Key Performance Indicator #4
vs.
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When audiences - new and returning - come, are they staying?
A bounce: a visit with only one page view
Bounce rate percentof the landing page where most visits start
Key Performance Indicator #5
“I came. I saw. I puked.”-- Avinash Kashik on bounce rate
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WHY?
“What was the purpose of your visit today? Did you find what you wanted?”
…aren’t new audiences visiting?
…aren’t current audiences visiting and engaging with you more?
Usability studies
?
Get as much info as you can from every action taken on your site
An anonymous rating is the lowest level indicator of engagement
Consider site surveys, but treat them like focus groups
Old-fashioned but highly customized, focused surveys are the only way to get data for crucial strategic decisions
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Overall site data consists of traffic from everyone
Northwest Cyberton
Southern Cyberton
Eastern Cyberton
Non-stakeholders
A name that stakeholders identify with
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How much site traffic is from Cyberton?
NW Cyberton 50
E. Cyberton 25
S. Cyberton 25
Non-stakeholders 5
Success is defined by goals, priorities – not totals
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NW Cyberton
E. Cyberton
S. Cyberton
Total Site
Universe
50
25 25
100
67%
200
50
325
Penetration
75
13%
50%
31%
Interactive Advertising Bureau illustration, 10/10
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Social media: a constant stream of calls to action
Brands earn the trust and loyalty of their customers by listening and responding.
-- Interactive Advertising Bureau Social Media Ad Metrics Definitions, May 2009
...the true value of a networkis measured by the frequency of engagement of the participants.
--”The Maturation of Social Media ROI,” by Brian Solis, Mashable, Jan. 26, 2010
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KPIs, outcomes will differ by type of social media channel
-- “Five essentials for social media marketing,” by Lisa Wehr, CEO/Oneupweb, iMedia Connection, July 17, 2009
Sharing
Networking
News
BookmarkingReviews
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Social media metrics – focus on influencers
Do you know who they are? Are they following you? Are they interacting with you?
Usually not you
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The Facebook ad application only gives you people on Facebook who filled out the form.
You don’t know how many: didn’t give detailsorupdated their statusortold the truthoraren’t in Facebookor...
Understand the limitations of your data sources
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What info do you need from site registration, donation forms, offline events?
-- Name-- E-mail-- Zip code-- Stakeholder type as granular, specific as needed based on your priorities
Example: Not just “Parent” but also year-of-birth of children enrolled in Philadelphia public schools
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Success in social media defined by…
Number of people in the network
The “right” people”
The amount of engagement, activity
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Indicators of interactivity are essential for leading to desired outcomes
Facebook Insights – daily stats*
No. of active users
No. of likes
No. of relevant, positive comments
* Enter daily numbers in a spreadsheet for trending, rolling up into weekly/monthly totals
Nov. election
Higher education
Have different pages by topic to increase community, make analysis more insightful
Encourage lots of active users to avoid dominant commentators who might constrict interaction
KPIs:
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Source: “Lifting of blogger’s story triggers online furor,” by Lance Whitney, CNET, 11/5/10
Before plagiarism, public relations crisis: 100 friends
After:
3,800 frenemies who “liked” Cooks Source on Facebook so they could attack it, link to negative stories
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RT/via @handle + call to action/comment + link + #hashtag
“Perfect” tweets are less than 120 characters
Lost the link
Watch handle, hashtag sizes
100 characters 111 characters
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Followers Look for influencers Review reach, churn, following/follower ratio
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Measure influence
-- Lists-- Retweets-- Unique retweeters-- Unique mentioners-- Influenced by/influencer of
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Track tweets, retweets, traffic about a specific page/topic
Advanced search by keyword, Twitter handle
KPI:No. of tweets, retweets by page
Who retweeted, influencers
Enter numbers in a spreadsheet for trending
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Analyze content
Review hashtags, keywords, sentiment, problems, conversations that connect people
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What should your public relations plan include?
Clearly defined goals/objectives, audiencesCompany Program or campaign Site Social media
Company site
Saadkmal.com
Metrics that measure actions
Baselines, goalsWhere did you start?Where do you want to go?E-mail
Video
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Dana ChinnLecturerUSC Annenberg School for Communications & Journalism
http://www.newsnumbers.comhttp://www.slideshare.net/danachinn
Spring 2011
Resources“Measuring the Online Impact of Your Information Project”http://bit.ly/Knight-metrics-primer
Anything by Avinash Kashik, such as “Web Analytics 2.0”
“Social Media Metrics,” by Jim Sterne
