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Using metrics to understand news audiences

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  • 1. Using Metrics to Understand News Audiences Online N O li News A Association i ti October 2010 #ONA10 @danachinn Dana Chinn
  • 2. • Actions channels that indicate Actions, engagement • Key indicators – Site, mobile or otherwise – Social media Slides: www.slideshare.net/danachinn Twitter: #ONA10 @danachinn
  • 3. Engagement: Want it, need it Advertisers can reach audiences directly, but they need… …additional channels to reach other, specific audiences …data that shows a targeted audience is part of a data community in which relevant advertisers belong, too ”..the true value of a network is measured IAB site ad, 10/10 by the frequency of engagement of the participants.” participants ” -- IAB Social Media Ad Metrics Definitions, 5/09 Paid content: What’s it going to take? Unique content audiences need di d Element X! 3
  • 4. actions What verbs indicate engagement? Visit Vi it , regularly l l Read/view content, a l R d/ i lot Interact, Interact often -- rate, print, vote, take a poll, click on an ad -- share, e-mail, comment, contribute 4
  • 5. What needs to be measured: All ways a person can engage with y y p g g you* * not “all the places you put content and hope everyone will come” Computer p SEARCH Home 1 Work SITES Public SOCIAL MEDIA Mobile devices WAP/mobile web 5-7 2 3 Apps 4 Tablet 5
  • 6. Audiences, actions, metrics differ by channel SITES SOCIAL MEDIA * Totals 1. Who? How many? In target audience? ? ? ? ? ? ? ? 2. No. f i i ? 2 N of visits? How often? ? ? ? ? ? ? ? 3. What did they see? ? ? ? ? ? ? ? Did they get want they wanted? 4. Did they interact? y ? ? ? ? ? ? ? What did they do? How much? 6 * Different metrics, methodologies for each channel!
  • 7. Counts only indicate a person was there at l t least once (and maybe only once) t ( d b l ) Our site has 5,000 monthly unique visitors. Last Tuesday that story got 20,000 page views. y yg , 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. We have 5,000 Twitter followers. 7
  • 8. An upside to pay walls! Understanding, serving audiences and g, g advertisers better in all channels Capture as much info as you can in registration Who they are, where they live What they’re interested in based on your unique content (don’t assume interests from demographics, residency) Explain why you need their info 8
  • 9. Key Performance Indicator #1: Visits A visit is counted every time i someone comes to a site An increase in visits? Always good. A decrease in visits? Always bad. Visits from new visitors Vi it f i it vs. Visits from returning visitors 9
  • 10. How often are they visiting? y g What, how much are they seeing? Key Performance Indicator #2 y Visits per unique visitor Key Performance Indicator #3 Page views per visit 10
  • 11. When audiences - new and returning - Wh di d t i come, are they staying? Key Performance Indicator #5 Bounce rate percent of the landing page where most visits start “I came. I saw. I puked.” -- Avinash Kashik on bounce rate A bounce: a visit with only one page view 11
  • 12. Metrics needed for hyper-local, paying audiences, advertisers di d ti KPI #6 Percent of content, visits to each specific niche KPI #7 Terms used in T di internal search engines – most, Your site, as seen By topic AND geography, e.g., y p g g p y, g , fewest, zero results , by a user y editorials about Westside education 12
  • 13. WHY? …aren’t current audiences visiting and engaging with you more? 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 “What was the purpose of your visit today? Did you find what you wanted?” Usability studies …aren’t new audiences visiting? ? Old-fashioned but highly customized, focused surveys are the only way to get data for crucial strategic 13 decisions
  • 14. Interactivity is essential for i f increasing traffic to your site i t ffi t it Nov. election Facebook Insights – daily stats* KPIs: No. No of active users No. of likes No. of comments Higher education g Have different pages by topic to increase community, make Encourage lots of active users analysis more insightful to avoid dominant commentators who might t t h i ht constrict interaction 14 * Enter daily numbers in a spreadsheet for trending, rolling up into weekly/monthly totals
  • 15. Measure influence -- Lists -- Retweets -- Unique retweeters -- Unique mentioners -- Influenced by/influencer of 15
  • 16. Track tweets, retweets, traffic about a specific page/topic b t ifi /t i Advanced search by keyword, Twitter handle KPI: No. of tweets, retweets by page Who retweeted, influencers Enter numbers in a spreadsheet for trending 16
  • 17. 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 17
  • 18. Spring 2011 Dana Chinn Lecturer USC Annenberg School for Communications & Journalism 213-821-6259 chinn@usc.edu http://www.newsnumbers.com http://www.slideshare.net/danachinn 18