Represent.US is a non-partisan organization seeking to end corruption in politics. They collect donations to fund efforts to pass anti-corruption laws. Key performance indicators they should track include the number of users who stop donating mid-process and which social media posts generate the most volunteers. Analysis found Facebook is their strongest social media presence but bounce rates are high, suggesting they direct users more clearly to their website content. Improving video and Twitter strategies as well as joining related global movements could help Represent.US achieve its goals.

1. Final Project
Digital Analytics
Represent.US
Victória Edelstein

2. Represent.Us - understanding of the company, their goals, what KPI's
they should track.
“Represent.Us is a fiercely non-partisan movement to pass tough anti-
corruption laws in cities and states across America, and end the legalized
corruption that has come to define modern politics. “
The movement is trying to collect money from people that are interested
in breaking up with government corruption. They are not affiliated with any
party, and they ask money to keep fighting for what they believe.
On their website they provide 5 steps:

3. So basically to achieve all these steps they need volunteers,
people donating, people talking about them, spreading to the
world and they also have an online shop.
Some KPI’S they should track are: Number of users that
while doing the donation give up in the middle, so then they
can also identify which page they stop, to solve the problem
and be more successful; Which Social Media and type of post
generate more volunteers

4. 1 – SEO Analysis (keyword research)
• us government
• what is corruption
• Corruption
• anti-corruption
• represent us
• government problems
• Fraud
• united states economy
• corruption in america

5. Using Google Keyword Planner, it is possible to
determine keywords for Represent.US, SEO.
That means, when searching on Google,
people usually use these words, so for a SEO it
is important to identify them because they
represent the Organic Search. Follow the 9
keywords and their Average Monthly Searches:
• us government - 18100
• what is corruption - 1000
• Corruption - 18100
• anti-corruption - 480
• represent us - 1000
• government problems - 210
• Fraud - 33100
• united states economy - 2400
• corruption in America - 720

6. Social
Media
Analysis
First consideration:
First, it is important to mention that according to
Represent.US data from Facebook insights, their
page is a mix of Links, Photos and Videos, however
they present more photos. They post more than one
time per day and they have good numbers of likes
and shares. They also have a lot of comments but it
is the lowest number. They post more during the
morning and afternoon, between 6am and 4pm.

7. Was there a specific month when social media metrics was
better or worse? Why or why not?
Based on the metrics provided, we can see that on May less posts were made,
then that is why they had less comments, likes and shares. Even though they only
posted 68 times on May, the number of Likes and Shares comparing with April that
had 92 posts were very high. For example, they presented 104.440 shares in 68
posts, while in 92 post the number was almost the same: 130.616.
The number of comments on April was very high, way better than the other
two months. March didn’t show a good number of comments, however it had a
very good number of likes and shares, bigger than April, that as having more post,
it was supposed to present bigger numbers.

8. Was there a specific time of the day when metrics was better or
worse? Why or why not?
According to the data provided is possible to identify that there is not a
specific time of the day when metrics was better or worse. Numbers are pretty
varied. Sometimes they presented a very good number at 7am while in the
other day it was lower.
With these two examples we can see that times that are almost the same
showed numbers very different. It is also important to mention that the type of
post were different in the first two days, the first one was video and the second
one photo. On the other hand the last two days both posts were photo. So
better metrics will be showed when the content of the post is better and
attract more people.

9. Was there a specific type of post when metric was better or
worse? Why or why not? (Photo vs. links)
Analyzing the data it is possible to identify that posts present different metrics.
For example, there are photos that has a very high number, others a very low
number. Links are almost the same, but they present a lower number than
photos.
As we don’t have a lot a videos is not possible to totally compare with
photos, but we can see that they also show high and low numbers, however,
they still have lower numbers than photos.

10. Example of posts
Shares:
456
Shares:
627

11. Shares:
479
Here we have three examples of
posts, photo, link and video. We can
see that the photo and link has a lot
of likes. Even thought the video does
not show many likes, it has a lot of
views, which is also very important.
All of them were post in different
times; the link and the video were
posted almost at the same time and
they present different numbers.

12. Look at the other tabs in the FB insights data and see if
you can find out more information
It is possible to identify the
number of clicks in the links, photos
views, video play and other clicks.
First, the numbers of videos played
vary with the type of post; for
example, all the videos had 59033
plays, while links with videos had only
73. The link clicks also vary; some
photos have a lot of click, while
others just a little bit - the same
happens with the links.
Moreover, we can see that
numbers of unlike page clicks and
report spam clicks are very low, that
is a positive point.
Using Lifetime: The number of people who clicked anywhere in
your post, by type

13. What KPI's you would recommend for Represent.US social team
to track?
I would recommend that Represent.US tracked the number of video views
per likes, number of shares per comment and number of likes per followers.

14. Twitter is still a very important Social Media, however
they do not present a high number of sessions and the
number of Bounce Rate is higher than the Facebook. That
means, they should improve their Twitter, and make sure
they follow more people. The number of followers is not
so good and they follow very few people. Furthermore,
they do not post a lot of photos or videos; they post
more links, which people sometimes don’t get interested
because there is nothing calling their attention.
Nowadays, videos are very important in Social Media
world; as they present a low number of Bounce Rate
(69.47%) comparing with the others, it is very important
to improve YouTube.
Their Organic Search does not represent a good
number on its Sessions, so that is why they should
improve it with the keywords provided previously
Site Analysis
Going through the data from Google Analytics is possible to identify that Social
Media has the biggest impact; Facebook has very good numbers however the level of
Bounce Rate is 83.16%, that is considered a high number. To improve it, Represent.US
should use Facebook posts to reaffirm that the website is worth it and people should
take a look on it.

15. Final Recommendations
Based on everything we saw on Represent.US analysis, I believe they
should keep improving their Social Media, because nowadays it is the most
input source, so they can find more volunteers in it. Also they could try to
join movements around the world that have the same idea and create a big
campaign. When you are seen as a big movement that is spread all around
the world, more people believe and feel the desire to help.
For SEO, it is important to improve keywords and use more campaigns
on Social Media to attract more followers.
Their website is very good, with a lot of explanation and very easy to
navigate. However I understand that they should make more aware the
buttons to click to donate, as it is the thing they want most.