Sept 20 2012 ona  show me the numbers
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  • 1. Show  me  the  numbers:  Grow  your  business  with  metrics   Susan  Mernit     Oakland  Local/House  of  Local.org   September  2012   ONA#2012  
  • 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.  Houseoflocal.org  
  • 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.  Houseoflocal.org  
  • 4. Metrics:  A  must-­‐have  •  Metrics  are  core  for   site  operators,  media   entrepreneurs  &   everyone  who  makes   decisions  about   9me/money  and   return  on  effort   Metrics  data:  reality  check  on  the  impact  of  what   you  and  your  team  are  doing  over  9me—and  right  now   4 All  rights  reserved.  Houseoflocal.org  
  • 5. Some  core  measurement  tools  Google Analytics Facebook & Facebook Insights Twitter & Tweetreach All  rights  reserved.  Houseoflocal.org   5  
  • 6. • Star9ng  point-­‐-­‐Google  Analy9cs  dashboard  measures  site  data  including  • Traffic  • Audience  • Content  • Geography   knightdigitalmediacenter.org   6
  • 7. Essen9al  GA  metrics  to  evaluate   –  Time  spent   –  Pages  viewed   –  Returning  vs.  new  visitors   –  Referral  source   –  LocaIon   –  Unique  visitors   –  Page  views   –  PlaRorms/access   But  it’s  a  matrix:  Metrics  are  most  meaningful     in  rela9onship  to  one  another  7 All  rights  reserved.  Houseoflocal.org  
  • 8. Being  strategic  about  data  helps  to   drive  site  growth  •  Google  AnalyIcs  –puVng  two  numbers   together   –  Referral  traffic:  Where  are  the  most  engaged  users   coming  from?  (referral  traffic/Ime  spent  metrics)   –  Content  behaviors:  What  is  average  9me  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  you  can  make  based  on   Google  AnalyIcs  data  •  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  (newslebers)   All  rights  reserved.  Houseoflocal.org   9  
  • 10. LocaIon:  Checking  for  geographic   focus  The  LocaIon  tab  (under  Audience  Demographics)  shows  where  your  audience  is  from—essen9al  for  sales/funders  10 All  rights  reserved.  Houseoflocal.org  
  • 11. Oakland  Local  City  data   Date  shows  both  city  focus   &  regional  reach   All  rights  reserved.  Houseoflocal.org   11  
  • 12. Understanding  Mobile  Under  Audience,  Google  Analy9cs  will  tell  you  what  percentage  of    your  audience  Is  via  mobile—and  which  plaKorms—cri9cal  for  development  plans   12 All  rights  reserved.  Houseoflocal.org  
  • 13. Considering  tablets,  apps,   responsive  themes  Understanding  current  user  base  mobile  access  is  part  of  research  for  potenIal  development—and  a  great  jusIficaIon  for  everyone  moving  into  responsive  themes   All  rights  reserved.  Houseoflocal.org   13  
  • 14. GA:  Checking  content  &  interest  vs.   referrals  &  landing  pages  IMPACT:  Improve  understanding  of  top  content  and  referral    sources   14 All  rights  reserved.  Houseoflocal.org  
  • 15. Example:  Top  story  with  drive  by   traffic   Let’s imagine: You run a story on a local issues—say foreclosure—that is one of yr top trafficked stories for the week. Story gets 12,000 page views (good traffic for a smaller site) Average time spent reading this story is 1.11 minutes Average time spent reading most of your stories is 2.45 minutes What gives? Check out that data That week, Google.com sent 35,000 visitors according to yr referral data Average time on site for Google refers: .52 seconds This story was one of your top 3 landing pages Assumption: lower time spent reading due to Google refersBenefit:  Data  can  not  only  set  baseline  norms  for  performance  but  can  explain  impact  of  broad  and  deep  reach  for  specific  stories,  different  audiences   All  rights  reserved.  Houseoflocal.org   15  
  • 16. Other  core  metrics  tools   Facebook Insights Twitter Likes Followers Comments Retweets Tweet reach Facebook Insights Measures tweetMeasures Facebook impactpage data 16
  • 17. Facebook  provides  INSTANT   feedback   Content  &  Audience   Ads  &  social  marke9ng   •  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.  Houseoflocal.org   17  
  • 18. Facebook  Insights-­‐Admins  can  access   Insights  is  the  equivalent   Of  Google  Analy9cs  for   Business—not  personal-­‐Facebook   pages—need  30+  followers   Data  is  exportable—correlate  with   Google  Analy9cs  in  your  analyses  18 All  rights  reserved.  Houseoflocal.org  
  • 19. Use  the  FB  demographics  data!  Who’s  talking  shows  demographics—key  for  adverIsers—and  for  targeIng  content  19 All  rights  reserved.  Houseoflocal.org  
  • 20. Making  inferences:  How  does   Facebook  data  compare?   Looking  at  Facebook  locaIon  data   for  Oakland  Local  compared  to  Google   analyIcs  data  shows  strong  consistency   for  audience  locaIons;   • Does  that  suggest  the  demographic  data—   • age,  gender—might  be  accurate  as  well?   • How  does  FB  demographic  data  correlate  with   • self-­‐selected  user  survey  data?   How  does  audience/locaIon  data  correlate  with     site  editorial/business  goals?   All  rights  reserved.  Houseoflocal.org   20  
  • 21. Twitter: Some metrics tools, but not that many Twiber  can  show  you  menIons,   retweets,  interacIons—but  data   Is  limited.   Third-­‐party  tools  offer  more  analysis,   ReporIng:   • Tweetreach   • Tweetmeme   • Twibergrader—a  few  of  MANY   21  
  • 22. Tweetreach  is  a  criIcal  Twiber    metrics  tool   22
  • 23. •  Shows  most  retweeted  •  Shows  top  retweeters  •  Shows  top  tweets  and  how  far  each  reach   23 All  rights  reserved.  Houseoflocal.org  
  • 24. Tweetreach  report   First  screen  How  many  people  are  you  reaching  via  TwiVer—and  who  are  they?  Tweetreach  gives  you  data   All  rights  reserved.  Houseoflocal.org   24  
  • 25. Tweetreach  data  dive—who’s   contribu9ng  to  your  stream?  All  rights  reserved.  Houseoflocal.org   25  
  • 26. Workflow  and  process  best   pracIces  Source: http://fobango.com knightdigitalmediacenter.org   26
  • 27. Create  a  reporIng  dashboard  to   track  stats  over  Ime-­‐  Excel  Spreadsheet trackingkey metrics month bymonth, quarter byquarter.Build or download atemplate to collectdataCheck data weekly27 All  rights  reserved.  Houseoflocal.org  
  • 28. Your  dashboard  should  track     Let’s  discuss:  how  does  this  work    •  Google  Analy9cs   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.  Houseoflocal.org   28  
  • 29. 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.  Houseoflocal.org   29  
  • 30. 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.  Houseoflocal.org   30  
  • 31. Want  to  learn  more  about   GA?   Videos  on  the  Official   Google  AnalyIcs   YouTube  Channel     are  a  quality  resource.  31 All  rights  reserved.  Houseoflocal.org  
  • 32. Putting knowledgeTo work— Things  to    Ask  &  Try   32 All  rights  reserved.  Houseoflocal.org  Source: http://blog.podio.com
  • 33. 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.  Houseoflocal.org   33  
  • 34. Pung  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  puVng  investment  there   –  Use  stats  to  portray-­‐-­‐Create  a  1  pager   All  rights  reserved.  Houseoflocal.org   34  
  • 35. Followup  •  Should  we  have  a  peer  learning  circle?   –  If  yes,  contact  susan@oaklandlocal.com   –  More  on  metrics  (including  the  basics):   hbp://slideshare.com/susanmernit   –  1:1  discussions—contact     metrics@oaklandlocal.com   All  rights  reserved.  Houseoflocal.org   35  
  • 36. Contact  info  •  Susan  Mernit    mernit@gmail.com,  susan@oaklandlocal.com    @susanmernit,  @oaklandlocal  hbp://oaklandlocal.com  hbp://houseoflocal.org  hbp://susanmernit.com  hbp://susanmernit.tumblr.com  Susanmernit,  instagram,  pinterest   All  rights  reserved.  Houseoflocal.org   36