Show	  me	  the	  numbers:	  Grow	  your	  business	  with	  metrics	                                       Susan	  Mernit...
What	  we’re	  discussing	  •  How	  can	  I	  look	  at	  core	  metrics	  and	  use	  them	  to	  grow	     what	  I	  d...
QuesIons	  Answered	    How	  can	  I	  look	  at	                                         What	  are	  the	  basic	      ...
GeKng	  started	  with	  metrics                                             	  •  Web	  analy)cs	  is	  the	     measurem...
Core	  measurement	  tools                                    	  Google Analytics                                         ...
• Google	  Analy)cs	  dashboard	  measures	  site	  data	  including	  • Traffic	  • Audience	  • Content	  • Geography	    ...
EssenIal	  GA	  metrics	  to	  evaluate	      –  Time	  spent	      –  Pages	  viewed	      –  Returning	  vs.	  new	  vis...
Watching	  the	  GA	  connecIons	  to	           drive	  site	  growth 	  •  Google	  AnalyIcs	  factors: 	  	      –  Ref...
Decisions	  based	  on	  Google	                   AnalyIcs      	  •  Type	  of	  content	  (topics,	  trending	  issues,...
LocaIon:	  Checking	  geographic	                     focus	  The	  LocaIon	  tab	  (under	  Audience	  Demographics)	  sh...
Understanding	  Mobile	       Under Audience, Google Analytics will tell you what percentage of     your audience Is via m...
GA:	  Checking	  content	  &	  interest	  vs.	                                    referrals                               ...
Other	  core	  metrics	  tools                                           	                           Facebook Insights   T...
Facebook	  Insights-­‐Admins	  can	  access                                                  	                            ...
Use	  the	  FB	  demographics	  data!                                              	  Who’s	  talking	  shows	  demographi...
Facebook	  provides	  INSTANT	                     feedback  	   Content	  &	  Audience	                                  ...
Tweetreach	  is	  a	  criIcal	  Twicer	          	  metrics	  tool	                                                   17
•         Shows	  most	  retweeted	  •         Shows	  top	  retweeters	  •         Shows	  top	  tweets	  and	  how	  far...
Oakland	  Local:	  Tweetreach	  How	  many	  people	  are	  you	  reaching	  via	  TwiNer—and	  who	  are	  they?	  Tweetr...
Tweetreach	  report	                                                      First	  screen	  All	  rights	  reserved.	  Hous...
Tweetreach	  data	  dive—who’s	                                             ContribuIng	  to	  your	  stream?	  All	  righ...
Workflow	  and	  process	  best	                                      pracIces	  Source:                ...
Create	  a	  reporIng	  dashboard	  to	          track	  stats	  over	  Ime-­‐	  Excel                                    ...
Your	  dashboard	  should	  track	  	                                                                                     ...
Your	  dashboard	  should	  track	  	                                                                                 Let’...
Want	  to	  learn	  more?	                                             Videos	  on	  the	  Official	                        ...
Putting knowledgeTo work—                                Things	  to	  	  Ask	  &	  Try	          27                      ...
When	  do	  you	  check	  stats?	  •  Daily	  or	  weekly	           •  Monthly	     – 30	  minutes	  or	  less	      –  9...
PuUng	  info	  to	  work-­‐-­‐Start	  with	                 basic	  analysis	  Planning	  •  What	  is	  your	  site’s	  g...
Workflow:	  Monthly	  reporIng?	  •  What	  does	  a	  monthly	  report	  about	  your	  site	     look	  like?	      –  Co...
Followup	  •  Should	  we	  have	  a	  peer	  learning	  circle?	      –  If	  yes,	  contact	   ...
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Sept 15 2012 bxb show me the numbers


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My presentation at Block by Block 2012 about using metrics to help grow your hyperlocal small business

  • Tagging this with #BXB12 - maybe it will show up as a Block by Block Community News Summit 2012 presentation as it rightly should.
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Sept 15 2012 bxb show me the numbers

  1. 1. Show  me  the  numbers:  Grow  your  business  with  metrics   Susan  Mernit   Oakland  Local  at  BXB  2012   September  2012   For  more  like  this,  go  to trainings  and  see  
  2. 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  <ps  to  work  with?  •  How  do  I  make  decisions  based  on  metrics  data?  •  What  are  best  prac<ces  to  follow  working  with   metrics  in  an  ongoing  way?  •  What  are  some  good  <me  management  prac<ces   around  metrics  repor<ng  2 All  rights  reserved.  
  3. 3. QuesIons  Answered   How  can  I  look  at   What  are  the  basic   How  do  I  make  core  metrics  and  use   tools  and  <ps  to   decisions  based  on  them  to  grow  what  I   work  with?   metrics  data?   do?   What  are  best   What  are  some  good   prac<ces  to  follow   Ime  management   working  with   pracIces  around   metrics  in  an   metrics  reporIng?   ongoing  way?   3 All  rights  reserved.  
  4. 4. GeKng  started  with  metrics  •  Web  analy)cs  is  the   measurement,   collecIon,  analysis   and  reporIng  of   internet  data  for   purposes  of   understanding  and   opImizing  web  usage   Metrics are CORE for any small site operator 4 All  rights  reserved.  
  5. 5. Core  measurement  tools  Google Analytics Facebook & Facebook Insights Twitter & Tweetreach All  rights  reserved.   5  
  6. 6. • Google  Analy)cs  dashboard  measures  site  data  including  • Traffic  • Audience  • Content  • Geography   6
  7. 7. EssenIal  GA  metrics  to  evaluate   –  Time  spent   –  Pages  viewed   –  Returning  vs.  new  visitors   –  Referral  source   –  LocaIon   –  Unique  visitors   –  Page  views   –  PlaWorms   But  it’s  a  matrix:  Metrics  are  most  meaningful     in  relaIonship  to  one  another  7 All  rights  reserved.  
  8. 8. Watching  the  GA  connecIons  to   drive  site  growth  •  Google  AnalyIcs  factors:     –  Referral  traffic:  Where  are  the  most  engaged  users   coming  from?  (referral  traffic/Ime  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.   8  
  9. 9. Decisions  based  on  Google   AnalyIcs  •  Type  of  content  (topics,  trending  issues,  cost)  •  Geographic  focus  (review  of  locaIon  &   mission)  •  Social  media  markeIng  outreach:  Focus  on   top  social  media  referral  sources  based  on   –  Top  referrers   –  Best  Ime  spent  metrics  from  specific  referrers   –  Campaign  reviews  (newslecers)   All  rights  reserved.   9  
  10. 10. LocaIon:  Checking  geographic   focus  The  LocaIon  tab  (under  Audience  Demographics)  shows  where  your  audience  is  from—essen)al  for  sales/funders  10 All  rights  reserved.  
  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.  
  12. 12. GA:  Checking  content  &  interest  vs.   referrals  IMPACT:  Improve  understanding  of  top  content  and  referral  sources   12 All  rights  reserved.  
  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  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.  
  15. 15. Use  the  FB  demographics  data!  Who’s  talking  shows  demographics—key  for  adverIsers—and  for  targeIng  content  15 All  rights  reserved.  
  16. 16. Facebook  provides  INSTANT   feedback   Content  &  Audience   Ads  &  social  marke)ng   •  What’s  popular  (views)   •  Tracking  response  on  social   •  What’s  being  referred  (viral)   markeIng/promoIon  posts   •  Who  is  your  audience   •  Tracking  likes  &  reposts   (followers  &  demographics)  Apply  Facebook  data  to  recruit  new  adverIsers,    fine  tune  your  content,  define  audiences,  drive  traffic  to  website   All  rights  reserved.   16  
  17. 17. Tweetreach  is  a  criIcal  Twicer    metrics  tool   17
  18. 18. •  Shows  most  retweeted  •  Shows  top  retweeters  •  Shows  top  tweets  and  how  far  each  reach   18 All  rights  reserved.  
  19. 19. Oakland  Local:  Tweetreach  How  many  people  are  you  reaching  via  TwiNer—and  who  are  they?  Tweetreach  gives  you  data   19 All  rights  reserved.  
  20. 20. Tweetreach  report   First  screen  All  rights  reserved.   20  
  21. 21. Tweetreach  data  dive—who’s   ContribuIng  to  your  stream?  All  rights  reserved.   21  
  22. 22. Workflow  and  process  best   pracIces  Source:   22
  23. 23. Create  a  reporIng  dashboard  to   track  stats  over  Ime-­‐  Excel  Spreadsheet trackingkey metrics month bymonth, quarter byquarter.Build or download atemplate to collectdataCheck data weekly23 All  rights  reserved.  
  24. 24. Your  dashboard  should  track     Let’s  discuss:  how  does  this  work    •  Google  Analy)cs   as  a  weekly/daily  report?  •  Unique  visitors  •  First  Ime  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.   24  
  25. 25. Your  dashboard  should  track     Let’s  discuss:  how  does  this  work     as  a  weekly/daily  report?  •  Facebook  Insights   •  Followers   •  Demographics   •  LocaIon  •  Likes/virality  •  Tweetreach   •  Top  Tweets   •  Top  Tweeters   •  Most  retweeted   All  rights  reserved.   25  
  26. 26. Want  to  learn  more?   Videos  on  the  Official   Google  AnalyIcs   YouTube  Channel     are  a  quality  resource.  26 All  rights  reserved.  
  27. 27. Putting knowledgeTo work— Things  to    Ask  &  Try   27 All  rights  reserved.  Source:
  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  AnalyIcs   • Top  referrers   •  Facebook  Insights   •  Tweetreach   • Time  spent/ bounce  metrics   All  rights  reserved.   28  
  29. 29. PuUng  info  to  work-­‐-­‐Start  with   basic  analysis  Planning  •  What  is  your  site’s  greatest  strength  according  to   Google  AnalyIcs?   •  Example:  High  number  of  returning  visits,  high  Ime   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   AnalyIcs  shows  you?   –  Example:  High  bounce  rate,  poor  referrals  from   social  media  despite  puKng  investment  there   –  Use  stats  to  portray-­‐-­‐Create  a  1  pager   All  rights  reserved.   29  
  30. 30. Workflow:  Monthly  reporIng?  •  What  does  a  monthly  report  about  your  site   look  like?   –  Construct  a  monthly  report  across  all  data  sources   highlighIng  metrics  you  consider  meaningful/ important   –  Make  some  inferences/asserIons  and  test  them   All  rights  reserved.   30  
  31. 31. Followup  •  Should  we  have  a  peer  learning  circle?   –  If  yes,  contact   –  More  on  metrics  (including  the  basics):   hcp://   –  1:1  discussions  and  training  possible—contact   All  rights  reserved.   31  
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