Virtual Class: Raising Visibility // Week 4
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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.
Virtual Class: Raising Visibility // Week 4
- 1. Raising visibility, awareness and reach for your online project: Analytics & Metrics May 7, 2013 Susan Mernit Knight Circuit Rider, Oakland Local Editor/Publisher
- 3. WHO IS THE INSTRUCTOR? Susan Mernit, Linked In: http://www.linkedin.com/in/susanmernit Twitter: @susanmernit Facebook: Facebook.com/susanmernit 3
- 4. 4 We’re going to make sure you all can MEASURE the outcomes of your efforts
- 5. knightdigitalmediacenter.org5 Using basic tools Google Analytics Facebook Insights
- 6. knightdigitalmediacenter.org6 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?
- 7. knightdigitalmediacenter.org7 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?
- 9. 9 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
- 10. 10 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
- 11. knightdigitalmediacenter.org11 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
- 12. 12 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 13 Pick 1-2 areas to address at a time and make sure you are able to track results and assess value
- 14. 14 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!
- 15. 15 TAKE THE SURVEY BEFORE WE END TODAY!!!
- 17. mernit@gmail.com @susanmernit http://oaklandlocal.com Susan Mernit Knight Circuit Rider, Oakland Local Editor/Publisher THANKS!
Editor's Notes
- #3: Housekeeping: Ask questions during event Webinar recording will be sent in a follow up email within 24 hours
- #4: Lisa on LinkedIn: linkedin.com/in/lisawilliams Lisa on Twitter: @lisawilliams
- #9: Housekeeping: Ask questions during event Webinar recording will be sent in a follow up email within 24 hours
- #10: 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)
- #17: Housekeeping: Ask questions during event Webinar recording will be sent in a follow up email within 24 hours