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Digital Roundup october 2012   mike p
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Digital Roundup october 2012 mike p

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  • 1. Analytics Guidelines: Overview
  • 2. http://www.harvard.edu/guidelines
  • 3. Guidelines • Created for the entire University‟s use • PIN Login • Goal is to create a consistent and high quality experience of Harvard both in print and on the web • Downloadable logo/branding assets and specific color/branding guidance • Constantly evolving best practices for social and mobile • “Video Toolkit” which includes “how-to” guidance on basics of composition as well as downloadable editing assets • Downloadable school shield files 3
  • 4. Analytics: Web and SocialGoogle Analytics • Tracking harvard.edu, Gazette, alumni website, etc. • Engagement metrics • Regular reports • Tracking traffic sent to/from referral sitesChartbeat • Real-time traffic segmented by source • Helps show anomalous events and spikes 4
  • 5. Analytics: Web and SocialBit.ly Enterprise • Shortened link tracking • Understand public sharing, mentions of Harvard contentSocialFlow (Twitter) • Clicks, RTs across multiple Twitter accounts, weekly and monthly reporting • Discover trends 5
  • 6. Analytics: Web and SocialFacebook Insights • Global reach with content • Identify trends and Facebook EdgeRank changes • Optimize content for best sharingYouTube, Kaltura, Soundcloud • Identify opportunities through media embeds • Spot trends in viewing habits of audience 6
  • 7. Analytics Guidelines 7
  • 8. Analytics Guidelines: Major Sections• Overview of web and social analytics• Web analytics – Google Analytics setup – Additional training resources• Link shorteners• Tracking codes (Google Analytics)• Social media analytics tools 8
  • 9. Analytics Guidelines: Link Shorteners• Digital Strategy uses Bit.ly Enterprise account to “brand” shortened links as hvrd.me• Stats available on shortened links by adding a „+‟ at the end of the link, then loading page• We suggest adding GA campaign codes before shortening links• Automating shortened links 9
  • 10. Analytics Guidelines: Tracking Codes • Walkthrough of adding campaign codes to URLs • Guide on finding data using Google Analytics • Using advanced segments in Google Analyticshttp://news.harvard.edu/gazette/story/2012/09/the-book-club-goes-online/?utm_source=facebook&utm_medium=social&utm_campaign=fb-wall 10
  • 11. Analytics: Future Opportunities • Standardize: – Campaign codes – Reporting metrics • Google Analytics API • Reporting templates for daily, weekly, monthly metrics across web & social platforms 11
  • 12. Analytics Guidelines: Overview Thank you!