This document discusses using analytics and metrics to measure the outcomes of online projects. Susan Mernit, the instructor, explains how to use basic tools like Google Analytics and Facebook Insights to track key metrics for a project's website and Facebook page. These include numbers of unique visitors, pages viewed, referral sources, and popular posts. The instructor emphasizes analyzing the data to understand what strategies and content are most effective at driving traffic, engagement, and other goals. Regular measurement allows projects to assess what's working and focus future efforts.

1. Raising visibility,
awareness and reach for
your online project:
Analytics & Metrics
May 7, 2013
Susan Mernit
Knight Circuit Rider,
Oakland Local
Editor/Publisher

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3. WHO IS THE INSTRUCTOR?
Susan Mernit, Linked In:
http://www.linkedin.com/in/susanmernit
Twitter: @susanmernit
Facebook: Facebook.com/susanmernit
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We’re going to make sure
you all can MEASURE the
outcomes of your efforts

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Using basic tools
Google Analytics
Facebook Insights

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Basics to be able to look at:
•Key Google Analytics data,
including number of pages viewed,
unique visitors and time spent on site
and top referring sites for your project
•Key Facebook data, including
number of followers, number of people
talking, and most viral posts for your
project’s Facebook page
Do you know how to set the date range so you can
compare time periods in Google Analytics?

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How can you measure each of these
goals? (Pretend it’s a quiz…)
Increasing unique visitors to
web site
Increasing referral traffic
from third-party web sites
Increasing newsletter sign-
ups
Increasing comments
Increasing returning visitors
Are you connecting this to your project?

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The real goods:
Do you know the value of a
visit?
Google Analytics &
Facebook
Insights help you see
what’s
Working—and what’s not

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What is a visitor worth? What strategies deliver?
Making good use of metrics means
putting data points together and
making inferences:
Top referrals + time spend on site from
each referral source=quality of
user/attention
Demographic location data on GA +
demographic location data from
FB=reasonable scan of where your
audience is located, gender, age
Top quality referrers for Oakland
Local: sfgate.com blog & Google
Search
Top quality referrers for Oakland
Local: sfgate.com blog & Google
Search

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Analyze the data to focus in on best efforts
Use Google Analytics traffic data to track and report on
third-party referrals—Find the referring sources with the
most interested users (look at time spent metrics).
Use Google Analytics in combination with Facebook data to track
Facebook post virality and sharing, as well as Facebook site
referrals
Use Facebook data to understand most viral posts and fine-
tune caption and headline writing

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Week 4 RESOURCES Google Analytics
Case study: When Assessment Shows It’s Not Working
http://bit.ly/118zjdf
Jan 11 2013 learning lab 2013 show me the metrics
http://slidesha.re/15fOdjC
Measuring The Networked Nonprofit | Beth’s Blog http://bit.ly/ZwiGGd
Measuring social media:
http://www.kcnn.org/socialmedia/measuring_social_media_effectivenes
s

13. What the plan looks like
Start:
– Understand where you
are
– Decide where to grow
– Develop a strategy
– Execute
Finish
– Measure results
– Assess costs/value
– Fine-tune
– Repeat
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Pick 1-2 areas to address at a time and make sure you
are able to track results and assess value

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We had only a few posted
plans as of this am:
1) Plan to build out
Facebook network to
drive likes, traffic,
engagement
2) Plan to add blogs and
more engagement
Let’s discuss!

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TAKE THE
SURVEY
BEFORE WE
END TODAY!!!

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17. mernit@gmail.com
@susanmernit
http://oaklandlocal.com
Susan Mernit
Knight Circuit Rider,
Oakland Local
Editor/Publisher
THANKS!

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