Show Me the Numbers: Basic Metrics to Grow Your Project, by Susan Mernit

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  • Jessica intro’s Find out why your community information and engagement project needs to go mobile right now, how to assess your local mobile market, how to make your website mobile-friendly, and how to leverage existing mobile platforms and services.
  • Housekeeping: Ask questions during event Webinar recording will be sent in a follow up email within 24 hours Complete survey at the end Jessica to turn over to Amy
  • There are hundreds of tools-but these are essentials.
  • Show Me the Numbers: Basic Metrics to Grow Your Project, by Susan Mernit

    1. 1. Susan MernitShow Me the Numbers Knight Circuit Rider, Oakland Local Editor/PublisherBasic Metrics to GrowYour ProjectApril 10, 2013
    2. 2. Type questions here
    3. 3. 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 tips to work with?• How do I make decisions based on metrics data?• What are best practices to follow working with metrics in an ongoing way?• What are some good time management practices around metrics reporting?3 All rights reserved. Houseoflocal.org
    4. 4. Getting started with metrics• Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage Metrics are CORE for any small site operator 4 All rights reserved. Houseoflocal.org
    5. 5. Core measurement toolsGoogle Analytics Facebook & Facebook Insights Twitter & Tweetreach All rights reserved. Houseoflocal.org 5
    6. 6. ••GoogleAnalytics dashboard Google Analytics dashboardmeasures site data including measures site data including••Traffic Traffic••Audience Audience••Content Content••Geography Geography knightdigitalmediacenter.org 6
    7. 7. Essential GA metrics to evaluate – Time spent – Pages viewed – Returning vs. new visitors – Referral source – Location – Unique visitors – Page views – Platforms But it’s a matrix: Metrics are most meaningful in relationship to one another7 All rights reserved. Houseoflocal.org
    8. 8. Watching the GA connections to drive site growth• Google Analytics factors: – Referral traffic: Where are the most engaged users coming from? (referral traffic/time spent metrics) – Content behaviors: What is average time 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) All rights reserved. Houseoflocal.org 8
    9. 9. Decisions based on Google Analytics• Type of content (topics, trending issues, cost)• Geographic focus (review of location & mission)• Social media marketing outreach: Focus on top social media referral sources based on – Top referrers – Best time spent metrics from specific referrers – Campaign reviews (newsletters) All rights reserved. Houseoflocal.org 9
    10. 10. Location: Checking geographic focusThe Location tab(under AudienceDemographics)shows where youraudience is from—essential forsales/funders10 All rights reserved. Houseoflocal.org
    11. 11. Understanding Mobile Under Audience, Google Analytics will tell you what percentage of your audience is via mobile—and which platforms11 All rights reserved. Houseoflocal.org
    12. 12. GA: Checking content & interest vs. referralsIMPACT: Improveunderstandingof top content and referralsources 12 All rights reserved. Houseoflocal.org
    13. 13. Other core metrics tools Facebook Insights Twitter Likes Followers Comments Retweets Tweet reach Facebook Insights Measures tweetMeasures Facebook impactpage data 13
    14. 14. Facebook Insights--Admins can access Insights is the equivalent Of Google Analytics for Business—not personal-Facebook pages—need 30+ followers Data is exportable—correlate with Google Analytics in your analyses14 All rights reserved. Houseoflocal.org
    15. 15. Use the FB demographics data! Who’s talking shows demographics—key for advertisers—and for targeting content15 All rights reserved. Houseoflocal.org
    16. 16. Facebook provides INSTANT feedbackContent & Audience Ads & social marketing• What’s popular (views) • Tracking response on social• What’s being referred (viral) marketing/promotion posts• Who is your audience • Tracking likes & reposts (followers & demographics) Apply Facebook data to recruit new advertisers, fine tune your content, define audiences, drive traffic to website All rights reserved. Houseoflocal.org 16
    17. 17. Tweetreach is a critical Twitter metrics tool 17
    18. 18. • Shows most retweeted• Shows top retweeters• Shows top tweets and how far each reach 18 All rights reserved. Houseoflocal.org
    19. 19. Oakland Local: TweetreachHow many people are How many people areyou reaching via you reaching viaTwitter—and who are Twitter—and who arethey? Tweetreach they? Tweetreachgives you data gives you data 19 All rights reserved. Houseoflocal.org
    20. 20. Tweetreach report First screenAll rights reserved. Houseoflocal.org 20
    21. 21. Tweetreach data dive—who’s Contributing to your stream?All rights reserved. Houseoflocal.org 21
    22. 22. Workflow and process best practicesSource: http://fobango.com knightdigitalmediacenter.org 22
    23. 23. Create a reporting dashboard to track stats over time- ExcelSpreadsheet trackingkey metrics month bymonth, quarter byquarter.Build or download atemplate to collectdataCheck data weekly23 All rights reserved. Houseoflocal.org
    24. 24. Your dashboard should track Let’s discuss: how does this work• Google Analytics as a weekly/daily report?• Unique visitors• First time 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 All rights reserved. Houseoflocal.org 24
    25. 25. Your dashboard should track Let’s discuss: how does this work as a weekly/daily report?• Facebook Insights • Followers • Demographics • Location• Likes/virality• Tweetreach • Top Tweets • Top Tweeters • Most retweeted All rights reserved. Houseoflocal.org 25
    26. 26. Want to learn more? Videos on the Official Google Analytics YouTube Channel are a quality resource.26 All rights reserved. Houseoflocal.org
    27. 27. Putting knowledgeto work Things to Ask & Try 27 All rights reserved. Houseoflocal.orgSource: http://blog.podio.com
    28. 28. When do you check stats?• Daily or weekly • Monthly – 30 minutes or less – 90 minutes – Review all stat sources – Look at basic – Build a monthly report weekly stats – Compare 6 month trend • Top content data • Google Analytics • Top referrers • Facebook Insights • Tweetreach • Time spent/bounce metrics All rights reserved. Houseoflocal.org 28
    29. 29. Putting info to work--Start with basic analysisPlanning• What is your site’s greatest strength according to Google Analytics? • Example: High number of returning visits, high time 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 Analytics shows you? – Example: High bounce rate, poor referrals from social media despite putting investment there – Use stats to portray--Create a 1 pager All rights reserved. Houseoflocal.org 29
    30. 30. Workflow: Monthly reporting?• What does a monthly report about your site look like? – Construct a monthly report across all data sources highlighting metrics you consider meaningful/important – Make some inferences/assertions and test them All rights reserved. Houseoflocal.org 30
    31. 31. Followup• Should we have a peer learning circle? More trainings? YOU TELL US – If yes, contact susan@oaklandlocal.com – More on metrics (including the basics): http://slideshare.com/susanmernit – More individual and group training possible— contact susan@oaklandlocal.com – See this presentation and download at http://slideshare.com/susanmernit All rights reserved. Houseoflocal.org 31

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