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Presentation on using basic web and social media metrics for site operators from hyperlocal site operate and #futureofnews consultant Susan Mernit
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Show me the numbers: basic metrics
Susan Mernit Oakland Local at Learning LAB 2013
Renaissance Journalism Center, SF University January 11, 2013
What we’re discussing
• How can I look at core metrics and use them to grow what I do?
• What are the basic tools and 8ps to work with?
• How do I make decisions based on metrics data? • What are best prac8ces to follow working with metrics in an ongoing way?
• What are some good 8me management prac8ces around metrics repor8ng
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QuesMons Answered
How can I look at core metrics and use them to grow what I
do?
What are the basic tools and 8ps to work with?
How do I make decisions based on
metrics data?
What are best prac8ces to follow
working with metrics in an ongoing way?
What are some good Mme management pracMces around metrics reporMng?
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GeQng started with metrics • Web analy)cs is the measurement, collecMon, analysis and reporMng of internet data for purposes of understanding and opMmizing web usage
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Metrics are CORE for any small site operator
Core measurement tools
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Google Analytics
Facebook & Facebook Insights
Twitter & Tweetreach
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• Google Analy)cs dashboard measures site data including • Traffic • Audience • Content • Geography
EssenMal GA metrics to evaluate
– Time spent
– Pages viewed – Returning vs. new visitors – Referral source – LocaMon – Unique visitors – Page views – PlaYorms
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But it’s a matrix: Metrics are most meaningful in relaMonship to one another
Watching the GA connecMons to drive site growth
• Google AnalyMcs factors: – Referral traffic: Where are the most engaged users coming from? (referral traffic/Mme spent metrics)
– Content behaviors: What is average )me spent per story? How do content stats per story (NOT averages) relate?
– Content: What keywords drive traffic for my site? – What are top entrance pages (correlate with search engine traffic)
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Decisions based on Google AnalyMcs
• Type of content (topics, trending issues, cost) • Geographic focus (review of locaMon & mission)
• Social media markeMng outreach: Focus on top social media referral sources based on – Top referrers – Best Mme spent metrics from specific referrers – Campaign reviews (newsleders)
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LocaMon: Checking geographic focus
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The LocaMon tab (under Audience Demographics) shows where your audience is from—essen)al for sales/funders
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Understanding Mobile
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Under Audience, Google Analytics will tell you what percentage of your audience Is via mobile—and which platforms
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GA: Checking content & interest vs. referrals
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IMPACT: Improve understanding of top content and referral sources
Other core metrics tools
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Measures Facebook page data
Measures tweet impact
Facebook Insights
Facebook Insights Likes Comments
Twitter Followers Retweets Tweet reach
Facebook Insights-‐Admins can access
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Insights is the equivalent Of Google Analy)cs for Business—not personal-‐Facebook pages—need 30+ followers Data is exportable—correlate with Google Analy)cs in your analyses
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Use the FB demographics data!
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Who’s talking shows demographics—key for adverMsers—and for targeMng content
Facebook provides INSTANT feedback
Content & Audience
• What’s popular (views)
• What’s being referred (viral) • Who is your audience
(followers & demographics)
Ads & social marke)ng
• Tracking response on social markeMng/promoMon posts
• Tracking likes & reposts
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Apply Facebook data to recruit new adverMsers, fine tune your content, define audiences, drive traffic to website
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Tweetreach is a criMcal Twider metrics tool
• Shows most retweeted
• Shows top retweeters
• Shows top tweets and how far each reach
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Oakland Local: Tweetreach
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How many people are you reaching via TwiNer—and who are they? Tweetreach gives you data
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Tweetreach report First screen
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Tweetreach data dive—who’s ContribuMng to your stream?
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Workflow and process best pracMces
Source: http://fobango.com
Create a reporMng dashboard to track stats over Mme-‐ Excel
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Spreadsheet tracking key metrics month by month, quarter by quarter.
Build or download a template to collect data
Check data weekly All rights reserved. Houseoflocal.org
Your dashboard should track
• Google Analy)cs • Unique visitors • First Mme vs. repeat visitors • Time on site • Pages per visit • Bounce rate • Top 10 Content (by page views or by unique visitors) • Number of comments (conversion goal) • Number of member blog posts (conversion goal) • New members (conversion goal) • Top referring sources
Let’s discuss: how does this work as a weekly/daily report?
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Your dashboard should track
• Facebook Insights • Followers • Demographics • LocaMon
• Likes/virality • Tweetreach
• Top Tweets • Top Tweeters • Most retweeted
Let’s discuss: how does this work as a weekly/daily report?
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Want to learn more? Videos on the Official Google AnalyMcs YouTube Channel
are a quality resource.
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Putting knowledge To work—
Source: http://blog.podio.com All rights reserved. Houseoflocal.org
Things to Ask & Try
When do you check stats?
• Daily or weekly – 30 minutes or less
– Look at basic weekly stats • Top content • Top referrers • Time spent/bounce metrics
• Monthly – 90 minutes
– Review all stat sources – Build a monthly report – Compare 6 month trend data
• Google AnalyMcs • Facebook Insights • Tweetreach
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PuUng info to work-‐-‐Start with basic analysis
Planning
• What is your site’s greatest strength according to Google AnalyMcs?
• Example: High number of returning visits, high Mme spent on pages metrics
• Use stats to portray your strengths-‐Create a 1 pager • What is a problem you see in your site that Google
AnalyMcs shows you?
– Example: High bounce rate, poor referrals from social media despite puQng investment there
– Use stats to portray-‐-‐Create a 1 pager 29 All rights reserved. Houseoflocal.org
Workflow: Monthly reporMng?
• What does a monthly report about your site look like? – Construct a monthly report across all data sources highlighMng metrics you consider meaningful/important
– Make some inferences/asserMons and test them
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Followup
• Should we have a peer learning circle? More trainings? YOU TELL US – If yes, contact [email protected] – More on metrics (including the basics): hdp://slideshare.com/susanmernit
– More individual and group training possible—contact [email protected]
– See this preso and download at hNp://slideshare.com/susanmernit
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