Virtual Class: Raising Visibility // Week 4

299 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
299
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Housekeeping: Ask questions during event Webinar recording will be sent in a follow up email within 24 hours
  • Lisa on LinkedIn: linkedin.com/in/lisawilliams Lisa on Twitter: @lisawilliams
  • Housekeeping: Ask questions during event Webinar recording will be sent in a follow up email within 24 hours
  • Do you know the value of a visit? Using metrics data can help you understand what’ working and what isn’t (show FB page view clips, twitter retweets, Google analytics referral traffic)
  • Housekeeping: Ask questions during event Webinar recording will be sent in a follow up email within 24 hours
  • Virtual Class: Raising Visibility // Week 4

    1. 1. Raising visibility,awareness and reach foryour online project:Analytics & MetricsMay 7, 2013Susan MernitKnight Circuit Rider,Oakland LocalEditor/Publisher
    2. 2. Type questions here
    3. 3. WHO IS THE INSTRUCTOR?Susan Mernit, Linked In:http://www.linkedin.com/in/susanmernitTwitter: @susanmernitFacebook: Facebook.com/susanmernit3
    4. 4. 4We’re going to make sureyou all can MEASURE theoutcomes of your efforts
    5. 5. knightdigitalmediacenter.org5Using basic toolsGoogle AnalyticsFacebook Insights
    6. 6. knightdigitalmediacenter.org6Basics to be able to look at:•Key Google Analytics data,including number of pages viewed,unique visitors and time spent on siteand top referring sites for your project•Key Facebook data, includingnumber of followers, number of peopletalking, and most viral posts for yourproject’s Facebook pageDo you know how to set the date range so you cancompare time periods in Google Analytics?
    7. 7. knightdigitalmediacenter.org7How can you measure each of thesegoals? (Pretend it’s a quiz…)Increasing unique visitors toweb siteIncreasing referral trafficfrom third-party web sitesIncreasing newsletter sign-upsIncreasing commentsIncreasing returning visitorsAre you connecting this to your project?
    8. 8. Type questions here
    9. 9. 9The real goods:Do you know the value of avisit?Google Analytics &FacebookInsights help you seewhat’sWorking—and what’s not
    10. 10. 10What is a visitor worth? What strategies deliver?Making good use of metrics meansputting data points together andmaking inferences:Top referrals + time spend on site fromeach referral source=quality ofuser/attentionDemographic location data on GA +demographic location data fromFB=reasonable scan of where youraudience is located, gender, ageTop quality referrers for OaklandLocal: sfgate.com blog & GoogleSearchTop quality referrers for OaklandLocal: sfgate.com blog & GoogleSearch
    11. 11. knightdigitalmediacenter.org11Analyze the data to focus in on best effortsUse Google Analytics traffic data to track and report onthird-party referrals—Find the referring sources with themost interested users (look at time spent metrics).Use Google Analytics in combination with Facebook data to trackFacebook post virality and sharing, as well as Facebook sitereferralsUse Facebook data to understand most viral posts and fine-tune caption and headline writing
    12. 12. 12Week 4 RESOURCES Google AnalyticsCase study: When Assessment Shows It’s Not Workinghttp://bit.ly/118zjdfJan 11 2013 learning lab 2013 show me the metricshttp://slidesha.re/15fOdjCMeasuring The Networked Nonprofit | Beth’s Blog http://bit.ly/ZwiGGdMeasuring social media:http://www.kcnn.org/socialmedia/measuring_social_media_effectiveness
    13. 13. What the plan looks likeStart:– Understand where youare– Decide where to grow– Develop a strategy– ExecuteFinish– Measure results– Assess costs/value– Fine-tune– Repeat13Pick 1-2 areas to address at a time and make sure youare able to track results and assess value
    14. 14. 14We had only a few postedplans as of this am:1) Plan to build outFacebook network todrive likes, traffic,engagement2) Plan to add blogs andmore engagementLet’s discuss!
    15. 15. 15TAKE THESURVEYBEFORE WEEND TODAY!!!
    16. 16. Type questions here
    17. 17. mernit@gmail.com@susanmernithttp://oaklandlocal.comSusan MernitKnight Circuit Rider,Oakland LocalEditor/PublisherTHANKS!
    18. 18. knightdigitalmediacenter.org18

    ×