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UNIVERSITY COMMUNICATIONS ANALYTICSFEBRUARY 2017
VIRGINIA.EDU
TOP TRAFFIC SOURCESGoogle and Direct traffic consistently drive the majority of traffic to the homepage.
In February 2017, Google and Direct traffic accounted for 90% of all pageviews on the homepage.
FY17 YTD
FEB 2017
SOURCE: Google Analytics
DIRECT60%
GOOGLE30%
OTHER10%
ChartTitle
DIRECT GOOGLE OTHER
DIRECT62%
GOOGLE28%
OTHER10%
ChartTitle
DIRECT GOOGLE OTHER
Homepage
Schools' Landing Page
Start Here
Current Students Page
Undergraduate Studies
Undergraduate Majors
Graduate Studies
Faculty/Staff Resource Page
Academics Landing Page
Athletics
1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000
Homepage
Schools' Landing Page
Start Here
Current Students Page
Undergraduate Studies
Undergraduate Majors
Graduate Studies
Faculty/Staff Resource Page
Academics Landing Page
Athletics
1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000ZXcZXCZXcZXC
Homepage
Start Here
Schools' Landing Page
Faculty/Staff Resource Page
Undergraduate Studies
Undergraduate Majors
Current Students Resource Page
Athletics
Graduate Studies
Academics Landing Page
0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000
TOP PAGES VISITEDThe homepage is the most visited page within virginia.edu, which accounted for 54% of all pageviews in February.
Second to the homepage, the most visited page is Start Here, which accounts for 3% of all pageviews.
PAGEVIEWS % OF TOTAL
540,000
3%2%
2%2%
2%2%1%
1%1%
545,000 550,000
54%Homepage
Schools' Landing Page
Start Here
Current Students Page
Undergraduate Studies
Undergraduate Majors
Graduate Studies
Faculty/Staff Resource Page
Academics Landing Page
Athletics
1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000
SOURCE: Google Analytics
UVA TODAY
UVA TODAY SITE PERFORMANCE
AVERAGE PAGEVIEWS PER MONTH
0
100,000
200,000
300,000
400,000
500,000
600,000
FY 2015 FY 2016 FY 2017
175,448 PAGEVIEWS
304,909 PAGEVIEWS
453,566 PAGEVIEWS
SOURCE: Google Analytics
Average monthly pageviews on UVA Today continues to increase year over year. To date, average monthly pageviews in FY17 are up 49% compared to FY16.
*Average pageviews excludes views of UVA Today content off-site on
platforms such as Facebook Instant Articles and Apple News.
FY17 YTD
FEB 2017
In FY17 to date, social media has driven the most traffic to the UVA Today site, accounting for 50% of all site sessions.
SOURCE: Google Analytics
UVA TODAY TRAFFIC
SOCIAL MEDIA32%
ORGANIC SEARCH22%
DAILY REPORT
20%
DIRECT11%
OTHER6%
ILLIMITABLE EMAIL5%
UVA HOMEPAGE4%
ChartTitle
SOCIALMEDIA ORGANICSEARCH DAILYREPORT DIRECT OTHER ILLIMITABLEEMAIL UVAHOMEPAGE
SOCIAL MEDIA50%
OTHER15%
DAILY REPORT
12%
ORGANIC SEARCH11%
DIRECT8%
UVA HOMEPAGE3%
ILLIMITABLE EMAILS1%
ChartTitle
SOCIALMEDIA OTHER DAILYREPORT ORGANICSEARCH DIRECT UVAHOMEPAGE ILLIMITABLEEMAILS
STORY PERFORMANCE THIS MONTH
STORY TITLE BYLINE PAGEVIEWS1. UVA ALUMNA’S STUDENTS RECEIVE LARGEST EVER GIFT ON ELLEN SHOW Jane Kelly 18,3892. BRYAN CRANSTON TO BE UVA’S PRESIDENT’S SPEAKER FOR THE ARTS ON MARCH 26 Alexandra Rebhorn 13,3423. Z SOCIETY EMERGES FROM SECRECY TO HONOR ADMINISTRATOR SUSAN DAVIS Caroline Newman 7,9804. HERE’S PRUDENCE: UVA LAW ALUMNA INTRODUCES KIDS TO A YOUNG, HEROINE LAWYER Jane Kelly 5,0305. A DRIVERLESS FUTURE? Caroline Newman 5,0076. SAVING VIRGINIA'S COASTS Caroline Newman 4,7007. UVA ANNOUNCES PRESIDENTIAL SEARCH COMMITTEE Anthony de Bruyn 4,2678. FROM ‘IRON MAN’ TO ‘STAR WARS,’ HOW HOLLYWOOD CASHES IN ON CHINA’S BOX OFFICE Jane Kelly 4,0789. UVA EXPANDS DEGREE OPTIONS FOR COMMUNITY COLLEGE GRADS Matt Kelly 3,87510. ECONOMIC INEQUALITY IN THE U.S.: HOW BAD IS IT, AND WHY IS IT GROWING? Caroline Newman 3,74211. 10 THINGS TO LOOK FOR WITH A TRUMP-APPOINTED SUPREME COURT JUSTICE Jane Kelly 3,36812. UVA LIBRARY OPENS WINDOW ON LOST LOVE Katie McNally 2,83213. WITH THE HELP FROM ‘THE BEAST,’ UVA RESEARCHERS ARE MAKING THE NFL SAFER Rob Seal 2,80214. ALUMNA’S RESEARCH GUIDED FIERY LYRICS AND DUELS OF BROADWAY HIT ‘HAMILTON’ Katie McNally 2,66315. CAN ANYONE UPSTAGE ‘LA LA LAND’? UVA FILM EXPERTS PICK THEIR FAVORITES Caroline Newman 2,33816. AWARD-WINNING ‘LES MISÉRABLES’ CREATORS TO BE ARTISTS-IN-RESIDENCE Caroline Newman 2,24717. STUDY: SMARTPHONES MAY BE UNRAVELING THE FABRIC OF TRUST FOR FELLOW HUMANS Jane Kelly 2,14518. BROGDON JOINS UVA’S BASKETBALL LEGENDS AS HIS NUMBER IS RETIRED TONIGHT Erich Bacher 2,13219. AFTER ‘SHAKY’ START, TORI MCKENZIE FINDING HER WAY AT UVA Jeff White 1,93220. THESE ALUMNI ARE FIGHTING FOR PEACE, ONE CUP OF COFFEE AT A TIME Caroline Newman 1,903
In February 2017, University Communications published and promoted 66 stories.
SOURCES: Google Analytics, Facebook Insights, Apple News
TOP STORIES FEBRUARY 2017
SOCIAL MEDIA
SOCIAL MEDIA FOLLOWERS
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Feb 2016 Apr 2016 June 2016 Aug 2016 Oct 2016 Dec 2016 Feb 2017
As of February 2017, UVA has nearly 293,000 followers on social media. Follower size on social media continues to increase steadily across all platforms.
*Snapchat followers are estimated by dividing average starting views by 66%,
the percentage of users who check Snapchat on a regular basis. This
calculation roughly accounts for followers who did not see the post
because they were not logged in to Snapchat at the time of the post.
SOCIAL MEDIA
FOLLOWERS*SNAPCHAT INSTAGRAM
TWITTER FACEBOOK
% CHANGE SINCE 2015
+16%
+24%
+42%
+66%
6,941 51,555 65,975
168,195
FEB 20174,176 36,428 53,394 145,068
FEB 2016
MOST ENGAGING POSTS
7% ENGAGEMENT RATE 46 LIKES 8 SHARES (“RETWEETS”)
12% ENGAGEMENT RATE 5,884 LIKES 22 COMMENTS
TWITTERFACEBOOK
7% ENGAGEMENT RATE 6,506 LIKES 243 COMMENTS 674 SHARES 12,877 LINK CLICKS
VIDEO CONSUMPTION
PERFORMANCE OF VIDEOS PRODUCED THIS QUARTER
VIDEO TITLE PRODUCER TOTAL VIEWS
1. Holiday Video 2016 Erik 388,703
2. Trick or Treating on the Lawn 2016 Vinny 114,578
3. Lighting of the Lawn Mitch 111,814
4. Welcome to UVA Erik 91,985
5. Secret Societies Mitch 86,304
6. The Story of Beta Bridge Vinny 49,697
7. Peter Busigel Mitch 31,237
8. Dean Harman Vinny 17,161
9. UVA’s Affordability Erik 3,111
TOTAL 894,590
Videos produced in Q2 earned nearly 895,000 views for the 9 videos produced.
2016 HOLIDAY VIDEO388,703 VIEWS
MEDIA SENTIMENT
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Feb 2016 Mar 2016 Apr 2016 May 2016 June 2016 July 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017
TOTAL MEDIA SENTIMENT BY TONE
In February 2017, negative media mentions were the lowest they have been in the past year.
POSITIVE/NEUTRAL NEGATIVE
MEDIA MENTIONS
*Total media sentiment is measured by Cision as a total impact score. This score is based on a tone assignment (positive,
negative, neutral) to media mentions and assigns a weight to each mention based
on its level of influence. Unlike a count of mentions, Cision’s total impact score
applies a tier multiplier to each mention based on the size and quality of the
media outlet that mentioned our keyword (“University of Virginia”).
Source: Cision media monitoring service.
MEDIA SENTIMENT YEAR OVER YEAR
In both FY16 and FY17, positive/neutral mentions have exceeded negative mentions.
BREAKDOWN OF MEDIA SENTIMENT
FY 2017
*Total media sentiment is measured by Cision as a total impact score. This score is based on a tone assignment (positive, negative, neutral) to media mentions and assigns a weight to each mention based on its level of influence. Unlike a count of mentions, Cision’s total impact score applies a tier multiplier to each mention based on the size and quality of the media outlet that mentioned our keyword (“University of Virginia”). Mentions in larger, more prestigious outlets (“Tier 1”) are weighted more heavily than smaller, less prestigious outlets (“Tier 3”) when calculating the total impact score.
Source: Cision media monitoring service.
FY 2016
Negative35%
Positive/Neutral65%
Negative37%
Positive/Neutral63%
HIGHLIGHTS OF NATIONAL COVERAGEThe University of Virginia is frequently cited in national media.
The following represents a selection of national media coverage from February 2017.
Eyewitness Reliability Being Studied at UVA Richmond Times-Dispatch / February 12 Nobody’s perfect, and everyone makes mistakes — including eyewitnesses to crimes. The difference for eyewitnesses, though, is that those mistakes could cost an innocent person their freedom. That’s one of the reasons why the Laura and John Arnold Foundation recently awarded a nearly $1.4 million grant to three University of Virginia researchers, along with one from the University of Utah, to study and find improvements in eyewitness identification procedures.
The Career Pivot is the Ultimate Test of Self-Reinvention Washington Post / February 15 “The speed of change is so rapid now that the kind of work that people do will be continuously reinvented,” said Steven Laymon, interim dean of continuing and professional studies at the University of Virginia. “Digital technology, the ubiquity of data and the globalization of work will be these evolutionary drivers that change people’s jobs on an ongoing basis.”
Editorial: Our New Demographic Realities Roanoke Times / February 15 We used to think of Virginia as a fast-growing state. That was true once. Now it’s not. The Weldon Cooper Center for Public Service at the University of Virginia — which, among other things, studies population trends — has just released its latest estimates.
DNA Offers Clues to Mysterious Crypt in Ancient Pueblo National Geographic / February 21 Recently, new radiocarbon dates and ancient DNA analysis of the millennia-old bones revealed that the burials may represent an early Native American dynasty. Researchers show that the men and women buried in the chamber are all related through their mothers, a connection known as a matriline. Many Native American groups still pass membership on through the mother’s side, as do most of the world’s Jewish communities. “One pair may be a grandmother and her grandson, another two mother and daughter. They may not all have been rulers, but they were related,” says University of Virginia archaeologist and study co-author Stephen Plog. “The evidence suggests it’s a long matriline, in control for a long, long time.”
FOIA TRACKING
0
50
100
150
200
250
300
350
FY 2015 FY 2016 FY 2017
OPENED PROCESSED AND CLOSED
FOIA REQUESTSAt the end of the second quarter, University Communications received 147 FOIA requests
and processed and closed 148 FOIA requests in fiscal year 2017.
292 291FOIA
REQUESTS 281 273
147 148