Svegliamuseo July 9th, 2014
An introduction to
Web & Social Media Analytics
Alex Espinós | firstname.lastname@example.org
Very fast changing environment.
We know the value of data, but we are saturated with information and it is
becoming very difficult to navigate through all this information.
Our capacity to take advantage of this data it's becoming very limited due to
lack of time, resources, knowledge, not knowing which are the questions
that can be answered thanks to our data, etc.
There's no digital strategy without analytics
Not just web analytics, but digital analytics:
KPI definition for each channel.
We contrast goals with metrics and basic analysis KPI.
We define and quantify conversions.
What is strategic analytics?
Go beyond data: visits, page/visits, etc.
Introduce new concepts related to our objectives, and strict ways to
evaluate our hypothesis.
Data analysis has to give us answers to marketing and communication
It is a key element of our online strategy in different fields: marketing,
content, education, etc.
The most important thing is knowing how to ask the right questions.
Some Key Questions (I)
Are you bringing new visitors to your website?
Which is the usage of your website? Finding practical information about the museum? Temporary
exhibitions? To learn? Etc.
Is your web attractive? Do your contents build interest? Are the visits long? Are the visitors coming
Which audience are you reaching? Is this the audience you want to reach? Do you have visitors from
other countries? Do you have readers from other countries?
Which contents or areas of your webpage are helping you to foster user's loyalty?
How are you going to measure user's loyalty and engagement?
Do you know your public? How does knowing your public help you to foster their loyalty, create cross-
selling sales strategies or increase their content consumption?
Where do my web and online strategy fail? Which are the bottlenecks and the actions that are not
Some Key Questions (II)
How does the museum relate to its environment? In terms of referral traffic, crossed-links...
How do you measure the success of your actions if your website is not focused on sales?
If your website is focused on specific objectives (ticket selling, newsletter subscriptions, etc.):
Do you reach your goals?
Are there differences between audiences coming from different sources: Google,
Facebook, Twitter, Newsletters, other websites, etc.?
Which is the conversion rate of your campaigns and promotions? Are they profitable?
Note: Facebook & Twitter are not free. | Note 2: not al goals are transactional.
The list of questions for each website varies, and reflects its objectives, audience, etc.
The final goal is to use the information to adjust our strategy in a process of continuous
Key Variables and KPI's to answer these questions
KPI = Key Performance Indicator
Recognize key variables, give to each one a KPI and standardize this process
The key: work with standard definitions and establish KPI to each objective:
Sessions, unique users, page views.
Pages/session and average session duration. Bounce rate and exit rate.
Goals: sales, subscription, downloads, quality of visits, etc.
Key Variables and KPI's to answer these questions
Other key concepts:
Acquisition: buy a ticket, newsletter subscription, download a guide, watch a
Conversions: it always depends on the goals of each site. It can be a purchase or a
user reaching certain pages of a website.
Engagement – user’s relationship with our website.
Exit and Bounce rate
Tip: start measuring just a few KPI that reflect some key objectives of your online
Key concepts' definition II
Tool used to tag campaigns' URLs and special actions, so we can see results separately
on the Analytics dashboard:
Key concepts' definition III
Ticket purchasing, video consumption, archives downloads… all them can be
defined as "events" on Google Analytics and give us a lot of information of our
Objectives / Conversions
Average time on site or seen pages per visit
Web visits: 2-year comparison
Audience > Overview. Comparison of total of visits during 2012 -2013 and 2013 - 2014
Acquisition > Overview. If we are comparing 2 periods, we have to split the graph in two to obtain separated rounded
graphics. To calculate the change in percentages, we have to use the following formula: If x is the number of visits to
one of the sources on the first period and on the second one, the percentage of variation ((x/y)-1)*100. You don't have
to work based on graph's percentages, they are misleading.
Search: In most cases is the main traffic
source of a museum's website. It usually
ranges from 55%-80% of the total
If it’s under 50%, you have a SEO
Referral: Visits from other websites
(excluding search engines). The most
important ones for museums are: Social
Networks and Wikipedia.
Search Traffic: keywords
Why do (not set) and (not provided) appear among
our keyword list?
How does these lists help us define our SEO/SEM
Does my museum get significant traffic for keywords
other than combinations with the museum’s name?
What is long tail SEO? Why should I care?
Acquisition > Keywords > Search > Organic.
Keywords Visits Pages/Visit
(not provided) 212977 4,73
museum x 13393 3,27
(not set) 6367 2,07
museum x barcelona 407 4,46
museum x spain 393 3,51
picasso sculpture 371 3,89
barcelona museum x 356 4,13
x barcelona 301 3,52
Decorative arts spain 285 3,86
x museum barcelona 269 3,57
On the Analytics page, filter by Facebook to
see the real visits from Facebook, because
they have different subdomains:
www.facebook.com, m.facebook.com, etc.
t.co = Twitter (this is the domain for its link
Wikipedia: It appears under its different
languages/subdomains. Like in Facebook, you
have to filter by “wikipedia” to see the total
Acquisition > All Referrals.
Source Visits Pages/Visit
bcn.cat 8.900 5,86
visitbarcelona.com 3.156 5,88
facebook.com 2.689 3,29
tripadvisor.com 2.486 5,10
en.wikipedia.org 2.416 7,29
m.facebook.com 1.091 1,92
tripadvisor.es 829 5,69
fr.wikipedia.org 703 8,1
elpais.com 656 2,94
lavanguardia.com 628 2,54
es.wikipedia.org 600 4,73
ca.wikipedia.org 579 6,44
theguardian.com 565 2,23
Fictitious numbers. We want to compare
the quality of the visits. You may include
or not the conversion’s column.
You will see that different traffic sources
account for very different visit quality, and
also for different visit goals.
Social Networks usually send shorter
Acquisition > Search > Organic.
Source Time Bounce rate Conversion rate
Google Grants 0:01:52 49,02% 1,56%
Organic Search 0:02:07 45,24% 1, 44%
Facebook 0:01:08 76,12% 0,12%
Twitter 0:01:32 76,05% 0,23%
Press 0:02:17 47,36% 0,13%
Relevant blogs 0:03:40 48,20% 1,30%
Wikipedia 0:04:48 38,12% 2,45%
Acquisition > Social > Overview
Where do our visitors come from?
Audience > GEO > Location
Breaking down the content
How do we take advantage of this information? How is our website used?
Importance of well organized URLs and Folders: they allow you to do an easier analysis (and help to
improve your Google rankings).
Behavior > Site Content > Content Drilldown
The 10 most visited pages
Behavior > Site Content > All Pages
You can also get reports of
the entrance pages, exit
pages, or pages with a
higher bounce rate (which
in most cases point to
pages that need to be
Mobile, browsers, OS, etc.
Analytics give us key data to define our next web project:
How many visits come from smartphones? And tablets? How are they increasing?
Which are the quantitative and qualitative differences from mobile devices and PCs? How can we
Which browsers (Chrome, Firefox, Safari, IE7, IE8, IE9, IE10, IE11, Opera, Android browser) should I
prepare my website for? In which Operating Systems (PC, Mac, iOS, Android)?
My museum has a high percentage of visitors from other countries. Does it happen the same on my
website? Which countries are they visiting me from?
It tries to address:
The diversity of devices with
which the same person
connects to the Internet.
Web design depending on each
device: web, mobile web, app.
Limitations of unique users
measures. How do I know if a
user has visited my website
Google Analytics: http://www.google.com/intl/it/analytics/
Google Analytics Help center:
Google Analytics’ Blog: http://analytics.blogspot.com /
Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity One of the most important
books. Although it is from 2009, it focuses on the strategic aspects and it is still very useful.
Advanced Web Metrics with Google Analytics.
http://www.kaushik.net/avinash/ Probably the best blog on Website Analytics
http://blog.lamagnetica.com LaMagnética’s blog.
What is Twitter?
It’s a microblogging service and a social
255 million monthly active users.
500 million tweets (microposts) sent every
Source: Twitter. June 2014
A world of tweets. Geographic distribution of all the accessible tweets through Twitter’s streaming API (about 0,5% of
the total) on Sunday July the 6th 2014 from 12h. to 13h.
The publications (tweets) have a maximum length of 140 characters. This makes that each
post, including username and auxiliary characters, doesn’t exceed SMS’ 160 characters.
Being these publications so short have very important consequences:
A new language is created, as it happened with SMS*
There’s a lot of publishing.
You can read each tweet fast.
Interactions multiply. It generates an extremely rich and complex ecosystem.*
By default, tweets are public (with some exceptions)*
Relationships are assymetrical: Following someone doesn’t mean that we get a
followback from this user*
* Important aspects that differentiate Twitter from Facebook.
Twitter is based on short publications and many ways of interaction, and these
generate an extremely complex ecosystem. Twitter’s interest and complexity goes
far beyond the tweets’ text. Twitter is very interesting for:
Companies and institutions promotion.
Inform and spread news.
Being a privileged observatory of social reality.
This relationship’s complexity allow us to micro segment, spread our publications
and promote ourselves into groups where we want to be .
Understand this ecosystem and how information spreads through it is key to
establish an effective strategy for any professional, company or institution.
Palazzo Madama: conections with other museums (1 year)
Palazzo Madama: conections with users
The value of the network that we are building.
Two key concepts of Social Network
The importance of the “small world”
The importance of informal
relationships, those who we know
superficially: weak ties.
Diversity is a key factor.
Number of users is just an indicator.
Key questions are:
Who are our followers?
Are we reaching the audience that we
want to reach?
Can we reach different environment
Do our publications get echoed?
Do we have a communication (RT’s,
mentions) with our followers and the
people we follow?
In this complex environment, analyzing is a key element for learning and
Analyzing may help you answer these questions:
Which of the topics published are more echoed?
Am I reaching my target?
At what time do my publications work better?
Which users spread my publications?
Is Twitter bringing traffic to my website?
How many visits am I bringing to other linked webs and blogs?
Tools 1 - Benchmarking: Klout / Kred
Provides a reference assessment of a
Twitter’s profile influence.
Classifies the behavior of the profiles,
their relationship with the network of
followers and people following us.
It allows to compare profiles.
Kred: SocialBro’s equivalent.
Tools 2 – CM Strategy: SocialBro
Best hour to publish a tweet.
Very useful for CM dynamization: it
filters by followers, so we can manage
different users’ lists, and see which
groups interact more often with us,
which allow us to reach new audiences,
etc. It also classifies our followers
according to several different criteria.
Tools 3 – Day by Day Analytics: Crowdbooster
Very good statistics of our Twitter activity
and its echoing.
It helps to improve our Twitter’ effective
Very affordable: from $9/month.
Tools 4 – Programming. Different accounts: Tweetdeck or HootSuite
Read the timeline
Hootsuite allows connection
Tools 5: bit.ly and other similar services
Shorten our links and
Know the total number of clicks on our
Tools 6: Google Analytics
In Acquisition > Social > Network
And in referral websites (t.co)
Visits can come from other
Twitter users’ publications.
Look pages/posts of destination,
and the quality of each visit.
Tools 7: Topsy
Tweets’ filter (and posts,
videos...) with a keyword or
It lists them by the echoing of
Tools 8 – Market Analysis: Topsy Analytics
Follow the usage of a topic or
a hashtag during the last
Tools 9 –LaMagnética's graph-based SNA
Use Social Network Analysis to
get to know your community
follow a hashtag or an exhibition
design data-driven strategies
assess your performance
Twitter has different APIs (API =
Application programming interface)
Twitetr Analytics tools, graphs, Twitter
publishing apps and so on are based
on the API.
Twitter Analytics and Twitter Ads
Right now is only available for users
who advertise themselves.
It may extend to everyone.
Self service campaigns have no
minimum investment commitment.
They are available in USA, South Africa,
UK and Spain. Not yet in Italy.
Standard campaigns have minimum
investment of 5000€ (30 days).
Lot’s of advanced (and subtle)
Twitter. Basic KPI
* Retweet (publications
shared by other users)
** Twitter share: Number of
times that your publications
have been shared on Twitter
according to your total
number of followers.
*** Klout: It’s an indicator
that goes from 0 to 100 and
it’s used to assess the degree
of authority of a Twitter’s
**** Potential impressions:
The amount of times that
your tweet may be seen.
METRICS & KPI
Audience Number of Followers
Interaction Number of Mentions and Retweets*
Engagement [%] Retweet, favorites, mentions rate
Social Media Share [%] Twitter Share [%]**
Brand front reactions
Reach Number of new followers? Number of website visits
Volume and frequency
Number of tweets
Number of days tweeting
Average of tweets/day
Influencers /Graphs 1
Detect influencers in your community and environment. Assess the scope of their
Detect influencers outside your environment that focus on similar topics and target as you
do. These are the next goal of your Twitter strategy, the best way to grow.
Graphs 2 Community analysis. How do your followers relate to each other?
What is Facebook?
A social network.
1.110 million registered users.
600 million mobile users.
The 20% limit (average)
Each publication made on Facebook will only reach a maximum of around 20% of
our followers. The higher your interaction rate (PTAT rate, people talking about
this over the total number of likes), the closer you will get to that limit.
There are only two ways to address that:
Getting very good response rates (likes, comments and shares)
Investing on Facebook advertising campaigns, which allow a wider scope for
our posts, and also reaching new users (as with Twitter, they graph-based
segmentation options, allow micro-targeted campaigns).
METRICS AND KPI (Examples)
Audience Number of Fans
Interaction Number of Active Fans (PTAT)*
Total Likes, Shares, Comments
Global Reach/Total Fans
Social Media Share [%] Facebook Share [%]**
Tone of your post
Brand front reactions
Reach Number of new fans / Number of visits to your site
Volume and frequency
Number of posts
Number of days with posts
*PTAT (People talking about
this): It includes: Everytime
someone clicks on your
page “like”, writes on your
wall, likes something,
comments or share one of
your posts, answer one of
your questions, answer one
of your events, mentions
your page, tag you in a
picture or visits your site
**Facebook Share: Number
of times that your content
has been shared on
Facebook among your total
number of followers
*** Impressions: Total
times that your post can be
seen on Facebook.
Facebook Analytics II: actionable KPI
Share Links Photo Vídeo
PTAT by post type
comments Likes Shares
Share Links Photos Vídeo
Average reach by post type
orgànic reach viral reach paid reach
Some charts from a custom-made
dashboard showing KPI and
actionable insights. 0
Net New likes 2013
Facebook Analytics III: Google Analytics
Statistics from other analytics tools. Google Analytics
To access these analytics you have to access Acquisition > Social > Network Referrals :
Facebook Analytics IV: Google Analytics
Statistics from other analytics tools. Google Analytics
Acquisition > Social > Network Referrals.
Download the study of crossed relationships on Twitter of 2.000 museums
during one year: http://www.lamagnetica.com/twitter-museum-study/
(+34) 93 539 09 90