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Jan 11 2013 learning lab 2013 show me the metrics

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Presentation on using basic web and social media metrics for site operators from hyperlocal site operate and #futureofnews consultant Susan Mernit

Presentation on using basic web and social media metrics for site operators from hyperlocal site operate and #futureofnews consultant Susan Mernit

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  • 1. Show  me  the  numbers:   basic  metrics   Susan  Mernit   Oakland  Local  at  Learning  LAB  2013  Renaissance  Journalism  Center,  SF  University   January  11,  2013  
  • 2. 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  8ps  to  work  with?  •  How  do  I  make  decisions  based  on  metrics  data?  •  What  are  best  prac8ces  to  follow  working  with   metrics  in  an  ongoing  way?  •  What  are  some  good  8me  management  prac8ces   around  metrics  repor8ng  2 All  rights  reserved.  Houseoflocal.org  
  • 3. QuesMons  Answered   How  can  I  look  at   What  are  the  basic   How  do  I  make  core  metrics  and  use   tools  and  8ps  to   decisions  based  on  them  to  grow  what  I   work  with?   metrics  data?   do?   What  are  best   What  are  some  good   prac8ces  to  follow   Mme  management   working  with   pracMces  around   metrics  in  an   metrics  reporMng?   ongoing  way?   3 All  rights  reserved.  Houseoflocal.org  
  • 4. GeQng  started  with  metrics  •  Web  analy)cs  is  the   measurement,   collecMon,  analysis   and  reporMng  of   internet  data  for   purposes  of   understanding  and   opMmizing  web  usage   Metrics are CORE for any small site operator 4 All  rights  reserved.  Houseoflocal.org  
  • 5. Core  measurement  tools  Google Analytics Facebook & Facebook Insights Twitter & Tweetreach All  rights  reserved.  Houseoflocal.org   5  
  • 6. • Google  Analy)cs  dashboard  measures  site  data  including  • Traffic  • Audience  • Content  • Geography   knightdigitalmediacenter.org   6
  • 7. EssenMal  GA  metrics  to  evaluate   –  Time  spent   –  Pages  viewed   –  Returning  vs.  new  visitors   –  Referral  source   –  LocaMon   –  Unique  visitors   –  Page  views   –  PlaYorms   But  it’s  a  matrix:  Metrics  are  most  meaningful     in  relaMonship  to  one  another  7 All  rights  reserved.  Houseoflocal.org  
  • 8. Watching  the  GA  connecMons  to   drive  site  growth  •  Google  AnalyMcs  factors:     –  Referral  traffic:  Where  are  the  most  engaged  users   coming  from?  (referral  traffic/Mme  spent  metrics)   –  Content  behaviors:  What  is  average  )me  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. Decisions  based  on  Google   AnalyMcs  •  Type  of  content  (topics,  trending  issues,  cost)  •  Geographic  focus  (review  of  locaMon  &   mission)  •  Social  media  markeMng  outreach:  Focus  on   top  social  media  referral  sources  based  on   –  Top  referrers   –  Best  Mme  spent  metrics  from  specific  referrers   –  Campaign  reviews  (newsleders)   All  rights  reserved.  Houseoflocal.org   9  
  • 10. LocaMon:  Checking  geographic   focus  The  LocaMon  tab  (under  Audience  Demographics)  shows  where  your  audience  is  from—essen)al  for  sales/funders  10 All  rights  reserved.  Houseoflocal.org  
  • 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. GA:  Checking  content  &  interest  vs.   referrals  IMPACT:  Improve  understanding  of  top  content  and  referral  sources   12 All  rights  reserved.  Houseoflocal.org  
  • 13. Other  core  metrics  tools   Facebook Insights Twitter Likes Followers Comments Retweets Tweet reach Facebook Insights Measures tweetMeasures Facebook impactpage data 13
  • 14. Facebook  Insights-­‐Admins  can  access   Insights  is  the  equivalent   Of  Google  Analy)cs  for   Business—not  personal-­‐Facebook   pages—need  30+  followers   Data  is  exportable—correlate  with   Google  Analy)cs  in  your  analyses  14 All  rights  reserved.  Houseoflocal.org  
  • 15. Use  the  FB  demographics  data!  Who’s  talking  shows  demographics—key  for  adverMsers—and  for  targeMng  content  15 All  rights  reserved.  Houseoflocal.org  
  • 16. Facebook  provides  INSTANT   feedback   Content  &  Audience   Ads  &  social  marke)ng   •  What’s  popular  (views)   •  Tracking  response  on  social   •  What’s  being  referred  (viral)   markeMng/promoMon  posts   •  Who  is  your  audience   •  Tracking  likes  &  reposts   (followers  &  demographics)  Apply  Facebook  data  to  recruit  new  adverMsers,    fine  tune  your  content,  define  audiences,  drive  traffic  to  website   All  rights  reserved.  Houseoflocal.org   16  
  • 17. Tweetreach  is  a  criMcal  Twider    metrics  tool   17
  • 18. •  Shows  most  retweeted  •  Shows  top  retweeters  •  Shows  top  tweets  and  how  far  each  reach   18 All  rights  reserved.  Houseoflocal.org  
  • 19. Oakland  Local:  Tweetreach  How  many  people  are  you  reaching  via  TwiNer—and  who  are  they?  Tweetreach  gives  you  data   19 All  rights  reserved.  Houseoflocal.org  
  • 20. Tweetreach  report   First  screen  All  rights  reserved.  Houseoflocal.org   20  
  • 21. Tweetreach  data  dive—who’s   ContribuMng  to  your  stream?  All  rights  reserved.  Houseoflocal.org   21  
  • 22. Workflow  and  process  best   pracMces  Source: http://fobango.com knightdigitalmediacenter.org   22
  • 23. Create  a  reporMng  dashboard  to   track  stats  over  Mme-­‐  Excel  Spreadsheet trackingkey metrics month bymonth, quarter byquarter.Build or download atemplate to collectdataCheck data weekly23 All  rights  reserved.  Houseoflocal.org  
  • 24. Your  dashboard  should  track     Let’s  discuss:  how  does  this  work    •  Google  Analy)cs   as  a  weekly/daily  report?  •  Unique  visitors  •  First  Mme  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. Your  dashboard  should  track     Let’s  discuss:  how  does  this  work     as  a  weekly/daily  report?  •  Facebook  Insights   •  Followers   •  Demographics   •  LocaMon  •  Likes/virality  •  Tweetreach   •  Top  Tweets   •  Top  Tweeters   •  Most  retweeted   All  rights  reserved.  Houseoflocal.org   25  
  • 26. Want  to  learn  more?   Videos  on  the  Official   Google  AnalyMcs   YouTube  Channel     are  a  quality  resource.  26 All  rights  reserved.  Houseoflocal.org  
  • 27. Putting knowledgeTo work— Things  to    Ask  &  Try   27 All  rights  reserved.  Houseoflocal.org  Source: http://blog.podio.com
  • 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  AnalyMcs   • Top  referrers   •  Facebook  Insights   •  Tweetreach   • Time  spent/ bounce  metrics   All  rights  reserved.  Houseoflocal.org   28  
  • 29. PuUng  info  to  work-­‐-­‐Start  with   basic  analysis  Planning  •  What  is  your  site’s  greatest  strength  according  to   Google  AnalyMcs?   •  Example:  High  number  of  returning  visits,  high  Mme   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   AnalyMcs  shows  you?   –  Example:  High  bounce  rate,  poor  referrals  from   social  media  despite  puQng  investment  there   –  Use  stats  to  portray-­‐-­‐Create  a  1  pager   All  rights  reserved.  Houseoflocal.org   29  
  • 30. Workflow:  Monthly  reporMng?  •  What  does  a  monthly  report  about  your  site   look  like?   –  Construct  a  monthly  report  across  all  data  sources   highlighMng  metrics  you  consider  meaningful/ important   –  Make  some  inferences/asserMons  and  test  them   All  rights  reserved.  Houseoflocal.org   30  
  • 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):   hdp://slideshare.com/susanmernit   –  More  individual  and  group  training  possible— contact  susan@oaklandlocal.com   – See  this  preso  and  download  at   hNp://slideshare.com/susanmernit   All  rights  reserved.  Houseoflocal.org   31  

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