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Using metrics to understand news audiences


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  • 1. Using Metrics to Understand News Audiences O li N A i tiOnline News Association October 2010 #ONA10 @danachinn Dana Chinn
  • 2. • Actions channels that indicateActions, channels that indicate engagement • Key indicators – Site, mobile or otherwiseSite, mobile or otherwise – Social media Slides: 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 ”..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
  • 4. What verbs indicate engagement? actions Vi it l lVisit 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
  • 5. 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 1 SEARCH SITES Home Work Public 1 SOCIAL MEDIA Mobile devices WAP/mobile web 5 - 7 Apps 2 4 3 5 - 7 5 Tablet4
  • 6. 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 y What did they do? How much? ? ? ? ? ? ? ? * Different metrics, methodologies for each channel!
  • 7. 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. 7 We have 5,000 Twitter followers.
  • 8. An upside to pay walls! Understanding, serving audiences andg, 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: VisitsKey Performance Indicator #1: Visits A visit is counted ievery 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 visitors vs. 9
  • 10. How often are they visiting?y g What, how much are they seeing? Key Performance Indicator #2 Visits per unique visitor y Page views per visit Key Performance Indicator #3 Page views per visit 10
  • 11. Wh di d t iWhen audiences - new and returning - come, are they staying? Bounce rate percent of the landing page Key Performance Indicator #5 of the landing page where most visits start “I came. I saw. I puked.” -- Avinash Kashik on bounce rate 11A bounce: a visit with only one page view
  • 12. Metrics needed for hyper-local, paying di d tiaudiences, advertisers KPI #6 Percent of content, visits to each specific nichePercent of content, visits to each specific niche KPI #7 T 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 12 y p g g p y, g , editorials about Westside education , y
  • 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 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 13 customized, focused surveys are the only way to get data for crucial strategic decisions
  • 14. 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 users KPIs: No. of active users No. of likes No. of comments Higher 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
  • 15. Measure influenceMeasure influence -- Lists-- Lists -- Retweets -- Unique retweeters -- Unique mentioners -- Influenced by/influencer of 15
  • 16. Track tweets, retweets, traffic b t ifi /t iabout a specific page/topic Advanced search by keyword, Twitter handle KPI: No. of tweets, retweets by page Who retweeted, influencers 16Enter numbers in a spreadsheet for trending
  • 17. Don’t settle for page views! Use the right metrics that willg 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. Dana Chinn Spring 2011 Lecturer USC Annenberg School for Communications & Journalism 213-821-6259 18