Download this webinar for free: http://mstnr.me/2hPUamd
Technology is one of five essential components of the digital story. Analytics provide us with vital information to track and measure audience behavior, so we can extend the reach and impact of our storytelling efforts across all of our communications channels. What do you measure, and how do you use that data to refine your story? Join us for this webinar to get your analytics game on!
What You Will Learn
• Learn about the most important metrics for digital stories, and how analytics relate to the four other essential components of a digital story.
• Discover techniques for measuring those metrics on your sites and social media accounts, including testing different versions of content.
• Gain a framework for analyzing information and making smart, data-driven decisions about content and design.
Analytics and Storytelling
September 28, 2016
• 45 minute webinar + 15 minutes for questions and answers
• Ask questions through the Zoom Control Panel
• Tweet during the webinar with #mStonerNow
• Please fill out the post-webinar evaluation
• Check your inbox on Friday for the webinar recording and slide deck
Five Components of Digital Stories
• Beautiful interfaces that encourage reading
• Thoughtful consideration of layout flexibility in regard to
viewport size and content load times
• Touch-optimized content interactions
• Sufficient clear space to allow focus on the text
• Atomic units of information
• Metadata and keyword plan to support search
engine optimization (SEO)
• Tagging and taxonomy
• Associated social posts and promotions
• Data visualization (infographics)
• Calls-to-action (CTA)
• Commenting/reader contributions
• Ability to share and amplify through social media
• Opportunities to follow the story through mobile push
alerts and email updates
• Subscription opportunities (podcasts, playlists)
• Content management system (CMS)
• Cloud-based collaboration tools
• Experimentation capability to optimize content based on
• Analytics framework
“Far too often for writers and editors
the story is done when you hit publish.
At The Huffington Post, the article
begins its life when you hit publish.”
Paul Berry, TheHuffingtonPost
Begin at the beginning.
Analytics planning begins when the story planning begins, not when the
story goes live.
Involve your team.
Analytics is a team sport. Your team will want to know how the story
performed as a whole, and members will want to find out how well their
particular contributions performed. Who’s “the team?”
• Social Media Specialist
• Analytics Specialist
• Project Manager
Don’t be afraid to try new things. Often, there’s no “right” answer and
several “great” options.
With every facet of the story you produce, ask yourself how you’ll be
able to get feedback to refine and improve your efforts.
Turn data into insights.
Too often, we end our analytics efforts at data collection. Improvement
depends on actually examining the data, drawing conclusions,
generating additional questions, refining, and testing. Rinse. Repeat.
Simo Ahava, seniordataadvocateatReaktor,GoogledeveloperexpertforGoogleAnalytics
“Data quality is directly proportional
to how well the data collection
mechanism is understood.”
John Muir, Naturalist
“Over-civilized people are
beginning to find out that going
to the mountains is going home.”
“Part of this job is about storytelling,
but when you can take an action and
show people rather than just telling
them, it can be really powerful.”
Ben Steele, SeniorVPandCCO,REI
“REI's decision reflects its fundamental
empathy for its customers, who have
zero desire to stand in line for the best
deal on a gorgeous fall Friday.”
Charles Trevail, CEO,CSpace
Your whole story will be greater
than the sum of its parts.
“There’s no true way to measure
reputational boost … we are telling
better stories, and we have better
stories to tell.”
Our Storytelling Series Team
• Take a Deep Dive:
Google Analytics and Tag Manager
Accessibility for Digital Storytelling