Being able to measure the impact of the work you do is one of the most powerful tools available in planning programs and projects. And the ability of digital media to provide measurable data is one of the most powerful tools we have in evaluating what works and best practices to emulate. Yet how do we best capture and work with the data projects generate? As part of the Knight Community Information Challenge (KCIC) ongoing evaluation and shared learning activities, Knight Foundation is providing support to help project leaders collect and use the data being generated by their web site and social media strategies to strengthen their projects and maximize their impact.
What are the goals of collecting and tracking web analytics and social media metrics and how will the data will be used? We will share the data collected with you and other KCIC winners, with your program director and with our evaluation partner, FSG, so it can be included in their ongoing reports. We will also share an analysis of the aggregated data with KCIC winners in the form of best practices, averages and case studies so that you can see how your site’s performance compares with others. And finally, your circuit rider will discuss your own reporting with you so you are prepared to most effectively use it to help inform your project implementation.
What metrics are most relevant and meaningful to understand the progress and impact of your project? We want to help you measure and understand web metrics that reflect the awareness of your project in the larger world, the attention your project is getting, and the level of engagement and interaction it is supporting.
Sept 8 webinar kcic metrics project
KCIC Metrics Project: Getting started Susan Mernit, KCIC circuit rider September 8, 2011
<ul><li>We’re going to measure things : </li></ul><ul><li>Site visitors </li></ul><ul><li>Facebook followers </li></ul><ul><li>Time spent on your site </li></ul><ul><li>User engagement </li></ul>This webinar is about how to do that—and about how we can help you make it happen with low drama, fuss, muss
Here’s what you need : KCIC metrics project handbook (PDF): KCIC metrics project dashboard (XLS) KCIC circuit rider assist : Susan Mernit, [email_address] (If you are missing any of the above, contact Susan ) <ul><li>Measurement tools : </li></ul><ul><li>Google analytics log-in for your web site </li></ul><ul><li>Facebook admin account for your page </li></ul>This is a chance to learn more about your own metrics—and to learn more about best practices and average metrics among KCIC grantee projects
Here’s what we’re going to talk about : <ul><li>Why we want to collect this data & how it will be used </li></ul><ul><li>What are relevant and meaningful metrics to collect </li></ul><ul><li>What are the critical dates for this project? </li></ul><ul><li>What resources are available to you for help </li></ul><ul><li>What a filled-out dashboard looks like </li></ul>First, some explanations & ideas…
Goals for the project <ul><li>Create some baselines: </li></ul><ul><li>What do your stats look like month over month? </li></ul><ul><li>How do they compare to other projects like yours? What can we learn from seeing all the data across projects </li></ul><ul><li>that will help you with your goals? </li></ul><ul><li>Gather data relating to: </li></ul><ul><li>Reach : Are the site’s audiences the ones you meant to connect to? </li></ul><ul><li>Penetration : Is the project/site is reaching the intended audience? </li></ul><ul><li>Engagement : What is the level of interaction & attention </li></ul><ul><li>to your site/project? </li></ul>
Goals for the project Understand the key metrics Get ready for a walk through on filling out the data (but remember, the Circuit rider can fill it it for you if you prefer Use them to focus and refine your strategy & execution
Here’s what a completed dashboard looks like for one quarter Oakland Local (oaklandlocal.com) Time spent on site Top referrers Uniques Unique visitors Follow along on your sample sheet
Here’s the spankin’ new dashboard for your site Add your data here
On the GA dashboard, log in and set your date range 1. Modify the dates, then click apply… 2. See those dates change to the month you select? Now you can collect your data from the dashboard 3. REMEMBER: You need to check and set your date range for EVERY area you collect from in Google Analytics
Check the date range Review basic stats Traffic report—click here Map overlay—click here Set up to record your data Fill out your spreadsheet: traffic, maps, content reports
The spreadsheet tells you where to look for information Check out the METRICS AREA of the spreadsheet to know where to look on GA Top referrers in Traffic report <ul><li>Enter the data for each item for each month </li></ul><ul><li>In your spreadsheet. </li></ul><ul><li>Save frequently . </li></ul><ul><li>Note: This is a great thing to know how to do, </li></ul><ul><li>But we can do it for you—contact [email_address] to go that route. </li></ul>Top referrers on spreadsheet
Google Analytics reports to check and enter data from <ul><li>Traffic Report </li></ul><ul><li>Content report </li></ul><ul><li>Map report </li></ul>See some patterns month over month
You also need Facebook, YouTube & Newsletter data <ul><li>Go to your Facebook page (& be an admin) </li></ul><ul><li>Click on View Facebook Insights </li></ul><ul><li>Record key stats </li></ul><ul><li>Set the date range </li></ul><ul><li>Record stats on your spreadsheet </li></ul>
Tracking Twitter <ul><li>Track Twitter through 2 sources: </li></ul><ul><li>Twitter.com (your account) </li></ul><ul><li>Tweetreach (tweetreach.com) </li></ul><ul><li>Use Twitter to track number of followers </li></ul><ul><li>Use Tweetreach to track reach of Tweets and top twitter contributors </li></ul>
So, what’s the time frame ? September 24: All data must be entered in dashboards & turned in. Webinar: September 8, 11 am PT .
RESOURCES RESOURCES Further reading Measuring the Online Impact of Your Information Projects Knight Foundation http://bit.ly/qHk6se There is also one-on-one coaching available to help you with this. Please contact Susan Mernit (firstname.lastname@example.org) to schedule time with a circuit rider.