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Using Metrics to UnderstandNews Audiences
O li N A i tiOnline News AssociationOctober 2010
#ONA10 @danachinn
Dana Chinn
• Actions channels that indicate Actions, channels that indicate engagement
• Key indicators– Site, mobile or otherwiseSite, mobile or otherwise– Social media
Slides: www.slideshare.net/danachinnTwitter: #ONA10
@danachinn
Engagement: Want it, need it
Advertisers can reach audiences directly, but they need…
…additional channels to reach other, specific audiencesdata that shows a targeted audience is part of a
”..the true value of a network is measured by the frequency of engagement of the participants ”
…data that shows a targeted audience is part of a community in which relevant advertisers belong, too
IAB site ad, 10/10
participants.” -- IAB Social Media Ad Metrics Definitions, 5/09
Paid content:Paid content:What’s it going to take?
Unique content di daudiences need
Element X!
3
What verbs indicate engagement? actions
Vi it l l Visit
R d/ i l
, regularly
Read/view content, a lot
Interact oftenInteract, often-- rate, print, vote, take a poll, click on an ad-- share, e-mail, comment, contribute
4
What needs to be measured: All ways a person can engage with you*y p g g y
* not “all the places you put content and hope everyone will come”
Computerp
1SEARCH
SITESHome
Work
Public
1
SOCIAL MEDIAMobile devicesWAP/mobile web
5 - 7Apps
24
3 5 - 7
5
Tablet4
Audiences, actions, metrics differ by channelAudiences, actions, metrics differ by channel
SITES SOCIAL MEDIA
Totals*
1. Who? How many?In target audience?
2 N f i i ?
? ? ? ? ? ? ?
3. What did they see?
2. No. of visits? How often? ? ? ? ? ? ? ?
? ? ? ? ? ? ?Did they get want they wanted?
4. Did they interact?
? ? ? ? ? ? ?
? ? ? ? ? ? ?
6
yWhat did they do?How much?
? ? ? ? ? ? ?
* Different metrics, methodologies for each channel!
Counts only indicate a person was there t l t ( d b l )at least once (and maybe only once)
Our site has 5,000 monthly unique visitors.
Last Tuesday that story got 20,000 page views.y y g , p g
The average time spent on our site last week was 24 minutes.
Our iPhone app was downloaded 10,000 times.
We have 2,000 fans on our Facebook page.
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We have 5,000 Twitter followers.
An upside to pay walls! Understanding, serving audiences and g, g
advertisers better in all channels
Capture as much info as you can in registrationWho they are, where they liveWhat they’re interested in based on your unique content
(don’t assume interests from demographics, residency)
Explain why you need their info
8
Key Performance Indicator #1: VisitsKey Performance Indicator #1: Visits
A visit is counted i every time
someone comes to a site
An increase in visits? Always good.A decrease in visits? Always bad.
Vi it f i itVisits from new visitors
Visits from returning visitorsvs.
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How often are they visiting?y gWhat, how much are they seeing?
Key Performance Indicator #2Visits per unique visitor
y
Page views per visitKey Performance Indicator #3Page views per visit
10
Wh di d t i When audiences - new and returning -come, are they staying?
Bounce rate percentof the landing page
Key Performance Indicator #5
of the landing pagewhere most visits start
“I came. I saw. I puked.”-- Avinash Kashik on bounce rate
11A bounce: a visit with only one page view
Metrics needed for hyper-local, paying di d tiaudiences, advertisers
KPI #6Percent of content, visits to each specific nichePercent of content, visits to each specific niche
KPI #7T d i
By topic AND geography, e.g.,
Terms used in internal search engines – most, fewest, zero results Your site, as seen
by a user
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y p g g p y, g ,editorials about Westside education
, y
WHY?…aren’t current audiences visiting and engaging with you more?
Get as much info as you can from every action taken on your siteGet as much info as you can from every action taken on your site
An anonymous rating is the lowest level indicator of engagement
“What was the purpose of your visit today? Did you find what you wanted?”
Consider site surveys, but treat them like focus groups
Usability studies
…aren’t new audiences visiting? ?
Old-fashioned but highly
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customized, focused surveys are the only way to get data for crucial strategic decisions
Interactivity is essential f i i t ffi t itfor increasing traffic to your site
Facebook Insights – daily stats*
Nov. election
Facebook Insights – daily stats*
No of active usersKPIs:No. of active users
No. of likes
No. of commentsHigher educationg
Have different pages by topic to increase community, make analysis more insightful
Encourage lots of active users to avoid dominant
t t h i ht
14* Enter daily numbers in a spreadsheet for trending, rolling up into weekly/monthly totals
commentators who might constrict interaction
Measure influenceMeasure influence
-- Lists-- Lists-- Retweets-- Unique retweeters-- Unique mentioners-- Influenced by/influencer of
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Track tweets, retweets, traffic b t ifi /t iabout a specific page/topic
Advanced search by keyword, Twitter handle
KPI:No. of tweets, retweetsby page
Who retweeted, influencers
16Enter numbers in a spreadsheet for trending
Don’t settle for page views!Use the right metrics that will g
assess your full impact
1. Across all channels
2. By specific audience segment
3. By the small and large actions audiences took to indicate interaction, engagement, g g
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Dana Chinn
Spring 2011
LecturerUSC Annenberg School for Communications & Journalism
http://www.newsnumbers.comhttp://www.slideshare.net/danachinn
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