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Web Analytics Basics
for
Public Relations
JOUR 504 – Public Relations Research & Evaluation
Laura Min Jackson
Nov. 9, 2010...
• Media that can be measured
• Site metrics
• Social media metrics
Slides: www.slideshare.net/danachinn
Twitter: @danachinn
Evaluating a public relations plan starts
with setting goals, objectives
3
Start here
not here
Measure these…
4
Newspapers
Magazines
Radio TV
Direct mail Yellow
Pages
Outdoor
Publishers with display advertising
…and these…
5
*
*A “starting point” – doesn’t include search, lead generation, international, others. Ted Kawaja in paidCo...
…and don’t forget about…
6
Apps for each smartphone,
carrier
Apps for
tablets
WAP, or mobile web sites Geolocation
Quick
R...
Return On Objective:
What can you measure, optimize?
7
The actions people take
Company
site
Are the targeted audiences awa...
What needs to be measured:
All ways a person can engage with you*
8
* not “all the places you put content and hope everyon...
Audiences, actions, metrics differ by channel
9
SITES SOCIAL MEDIA
1. Who? How many?
In target audience?
3. What did they ...
Counts only indicate a person was there
at least once (and maybe only once)
10
Our site has 5,000 monthly unique visitors....
Success is defined by the type, number
of desired actions taken
11
Content actions E-commerce actions
Saadkamal.com
e.g., ...
What people say they did
what they think
and
why
as captured by
surveys, focus groups, social media, usability studies
Sit...
13
Not only are the technologies new,
but the metrics are as well.
-Online Media and Marketing Association Metrics and Mea...
14
• Panel data
Activity from a sample of self-
selected people. Only total site data
for a limited number of sites.
• Ext...
Key Performance Indicator #1: Visits
15
A visit is counted
-- Unique visitors
-- Page views
every time
someone comes to a ...
A unique visitor is really a unique computer.
Unique visitors are either over-counted…
16
…or under-counted.
You don’t know when or by how much.*
17
* It doesn’t matter anyway….better to measure outcomes (did
peo...
An increase in page views can be good -
or bad.*
18
* It doesn’t matter anyway….better to measure outcomes (did
people do ...
An increase in average time spent on
site can be good - or bad.*
19
* It doesn’t matter anyway….better to measure outcomes...
Systems only measure the time spent
in between pages on a site, so…
20
The time spent of a user who goes only to
one page ...
How often are they visiting?
What, how much are they seeing?
21
Page views per visit
Visits per unique visitor
Key Perform...
Are you attracting new audiences?
22
Visits from new visitors
Visits from returning
visitors
Key Performance Indicator #4
...
When audiences - new and returning -
come, are they staying?
23A bounce: a visit with only one page view
Bounce rate perce...
WHY?
24
“What was the purpose of your visit today? Did you find what you wanted?”
…aren’t new audiences visiting?
…aren’t ...
25
Overall site data consists of traffic
from everyone
Northwest Cyberton
Southern Cyberton
Eastern Cyberton
Non-
stakehol...
How much site traffic is from Cyberton?
26
NW Cyberton
50
E. Cyberton
25
S. Cyberton
25
Non-stakeholders
5
Success is defined by goals, priorities – not totals
27
NW Cyberton E. CybertonS. Cyberton Total
Site
Universe
50 25 25 10...
Social media:
a constant stream of calls to action
Brands earn the trust and loyalty of
their customers by listening and
r...
KPIs, outcomes will differ by type of
social media channel
•
-- “Five essentials for social media marketing,” by Lisa Wehr...
Social media metrics – focus on influencers
30
Do you know who they are?
Are they following you?
Are they interacting with...
31
The Facebook ad
application only gives
you people on
Facebook who filled
out the form.
You don’t know
how many:
didn’t ...
What info do you need from site
registration, donation forms, offline events?
32
-- Name
-- E-mail
-- Zip code
-- Stakehol...
Success in social media defined by…
33
Number of
people in the
network
The “right”
people”
The amount of
engagement,
activ...
Indicators of interactivity are essential
for leading to desired outcomes
34
Facebook Insights – daily stats*
No. of activ...
35
Source: “Lifting of blogger’s story triggers online furor,” by Lance Whitney, CNET, 11/5/10
Before plagiarism, public r...
RT/via @handle + call to action/comment + link + #hashtag
“Perfect” tweets are less than 120
characters
Lost the link
Watc...
37
Followers
Look for influencers
Review reach, churn,
following/follower ratio
Measure influence
38
-- Lists
-- Retweets
-- Unique retweeters
-- Unique mentioners
-- Influenced by/influencer of
Track tweets, retweets, traffic
about a specific page/topic
39
Advanced search by
keyword, Twitter handle
KPI:
No. of twee...
40
Analyze content
Review hashtags,
keywords, sentiment,
problems,
conversations that
connect people
What should your public relations
plan include?
41
Clearly defined goals/objectives, audiences
Company
Program or campaign...
Dana Chinn
Lecturer
USC Annenberg School for
Communications & Journalism
213-821-6259
chinn@usc.edu
http://www.newsnumbers...
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Jour 504 pr research 11 8-10

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Transcript of "Jour 504 pr research 11 8-10"

  1. 1. Web Analytics Basics for Public Relations JOUR 504 – Public Relations Research & Evaluation Laura Min Jackson Nov. 9, 2010 Dana Chinn
  2. 2. • Media that can be measured • Site metrics • Social media metrics Slides: www.slideshare.net/danachinn Twitter: @danachinn
  3. 3. Evaluating a public relations plan starts with setting goals, objectives 3 Start here not here
  4. 4. Measure these… 4 Newspapers Magazines Radio TV Direct mail Yellow Pages Outdoor Publishers with display advertising
  5. 5. …and these… 5 * *A “starting point” – doesn’t include search, lead generation, international, others. Ted Kawaja in paidContent.org, 9/28/10 Company site E-mail Video Paid & earned media on social media, too!
  6. 6. …and don’t forget about… 6 Apps for each smartphone, carrier Apps for tablets WAP, or mobile web sites Geolocation Quick Response codes
  7. 7. Return On Objective: What can you measure, optimize? 7 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 E-mail Video
  8. 8. What needs to be measured: All ways a person can engage with you* 8 * not “all the places you put content and hope everyone will come” SITES SOCIAL MEDIA Computer Home Work Public Mobile devices WAP/mobile web Apps Tablet 1 2 4 3 5 - 7 SEARCH
  9. 9. Audiences, actions, metrics differ by channel 9 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!
  10. 10. Counts only indicate a person was there at least once (and maybe only once) 10 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.
  11. 11. Success is defined by the type, number of desired actions taken 11 Content actions E-commerce actions Saadkamal.com e.g., rate, e-mail, comment
  12. 12. What people say they did what they think and why as captured by surveys, focus groups, social media, usability studies Site metrics 12 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
  13. 13. 13 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
  14. 14. 14 • Panel data Activity from a sample of self- selected people. Only total site data for a limited number of sites. • External data Used by agencies to compare sites • comScore Nielsen Compete etc. • Interactive Advertising Bureau Internal decision-making External marketing Sources for site metrics • Census data 100% of all visitors, visits, page views for all sections • Internal data Confidential • Omniture Google Analytics WebTrends etc. • Web Analytics Association
  15. 15. Key Performance Indicator #1: Visits 15 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 useful when put in ratios with visits, other metrics
  16. 16. A unique visitor is really a unique computer. Unique visitors are either over-counted… 16
  17. 17. …or under-counted. You don’t know when or by how much.* 17 * 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 ?
  18. 18. An increase in page views can be good - or bad.* 18 * 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) ?
  19. 19. An increase in average time spent on site can be good - or bad.* 19 * 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?
  20. 20. Systems only measure the time spent in between pages on a site, so… 20 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 page of a site isn’t counted at all. 1 minute 10 minutes Site X Time spent = 1 minute
  21. 21. How often are they visiting? What, how much are they seeing? 21 Page views per visit Visits per unique visitor Key Performance Indicator #2 Key Performance Indicator #3
  22. 22. Are you attracting new audiences? 22 Visits from new visitors Visits from returning visitors Key Performance Indicator #4 vs.
  23. 23. When audiences - new and returning - come, are they staying? 23A bounce: a visit with only one page view Bounce rate percent of the landing page where most visits start Key Performance Indicator #5 “I came. I saw. I puked.” -- Avinash Kashik on bounce rate
  24. 24. WHY? 24 “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
  25. 25. 25 Overall site data consists of traffic from everyone Northwest Cyberton Southern Cyberton Eastern Cyberton Non- stakeholders A name that stakeholders identify with
  26. 26. How much site traffic is from Cyberton? 26 NW Cyberton 50 E. Cyberton 25 S. Cyberton 25 Non-stakeholders 5
  27. 27. Success is defined by goals, priorities – not totals 27 NW Cyberton E. CybertonS. Cyberton Total Site Universe 50 25 25 100 67% 200 50 325 Penetration 75 13% 50% 31% Interactive Advertising Bureau illustration, 10/10
  28. 28. 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 network is measured by the frequency of engagement of the participants. --”The Maturation of Social Media ROI,” by Brian Solis, Mashable, Jan. 26, 2010
  29. 29. 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 Bookmarking Reviews
  30. 30. Social media metrics – focus on influencers 30 Do you know who they are? Are they following you? Are they interacting with you? Usually not you
  31. 31. 31 The Facebook ad application only gives you people on Facebook who filled out the form. You don’t know how many: didn’t give details or updated their status or told the truth or aren’t in Facebook or... Understand the limitations of your data sources
  32. 32. What info do you need from site registration, donation forms, offline events? 32 -- 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
  33. 33. Success in social media defined by… 33 Number of people in the network The “right” people” The amount of engagement, activity
  34. 34. Indicators of interactivity are essential for leading to desired outcomes 34 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:
  35. 35. 35 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
  36. 36. 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
  37. 37. 37 Followers Look for influencers Review reach, churn, following/follower ratio
  38. 38. Measure influence 38 -- Lists -- Retweets -- Unique retweeters -- Unique mentioners -- Influenced by/influencer of
  39. 39. Track tweets, retweets, traffic about a specific page/topic 39 Advanced search by keyword, Twitter handle KPI: No. of tweets, retweets by page Who retweeted, influencers Enter numbers in a spreadsheet for trending
  40. 40. 40 Analyze content Review hashtags, keywords, sentiment, problems, conversations that connect people
  41. 41. What should your public relations plan include? 41 Clearly defined goals/objectives, audiences Company Program or campaign Site Social media Company site Saadkmal.com Metrics that measure actions Baselines, goals Where did you start? Where do you want to go? E-mail Video
  42. 42. Dana Chinn Lecturer USC Annenberg School for Communications & Journalism 213-821-6259 chinn@usc.edu http://www.newsnumbers.com http://www.slideshare.net/danachinn 42 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
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