Web analytics and public diplomacy
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The document discusses web analytics and metrics for measuring public diplomacy activities online. It notes that measuring the impact of public diplomacy can be difficult as effects may not be seen for decades. It outlines some key performance indicators for websites, social media, and specific activities. These include ratios like visits per unique visitor and page views per visit. The document cautions against misusing metrics like page views and unique visitors without proper context. It emphasizes the importance of defining goals and success metrics specifically for each public diplomacy activity.
![Some metrics are “famous” but misused
“After the disaster in Haiti, [our site] hit
168.6 million pageviews
in the month of January. A new record.”
“We are the go-to source for California
12.2 million
news....[our site had]
CALIFORNIANS....For the
month, we received 24,449,693
--From an internal communication of a
media organization, February 2010
visits.”
--The ”famous metrics” term comes from web analytics guru Avinash Kaushik 6](https://image.slidesharecdn.com/pubdmetrics-bankss10-key-100203004825-phpapp01/85/Web-analytics-and-public-diplomacy-6-320.jpg)
Web analytics and public diplomacy
- 1. Some thoughts about web analytics and public diplomacy Dana Chinn February 2010
- 2. • Are public diplomacy web activities more difficult to measure than those of e-commerce, media? • “Famous” and misused metrics • Basic site metrics • Social media measurement 2
- 3. A familiar question “...communication activities designed to engage, inform, and influence foreign publics.... ...as is often the case, the desired impact only begins to manifest itself decades later.” --PUBD 599 syllabus, Dr. Robert Banks, Spring 2010 3
- 4. Are these questions harder to answer for public diplomacy activities? • What needs to get done, what you want to do, what is impact you want? “What is it that we want to change, improve, accomplish, incite?” --”The Maturation of Social Media ROI,” by Brian Solis, Mashable, Jan. 26, 2010 • Who are the target audiences? • What activities will reach the target audiences, get them to take the desired actions? Over what time periods? • What are the measurable elements - the Key Performance Indicators - that will tell you whether you’ve succeeded or failed? 4
- 5. In public diplomacy, web analytics can... • Justify investments in web sites and social media services, over time • Be information that’s used to influence, provide evidence of impact • Determine success or failure of a site (and an activity?) 5
- 6. Some metrics are “famous” but misused “After the disaster in Haiti, [our site] hit 168.6 million pageviews in the month of January. A new record.” “We are the go-to source for California 12.2 million news....[our site had] CALIFORNIANS....For the month, we received 24,449,693 --From an internal communication of a media organization, February 2010 visits.” --The ”famous metrics” term comes from web analytics guru Avinash Kaushik 6
- 7. A meaningless metric, and a copy editing error, too --From ”A world of connections/A special report on social networking,” Jan. 30, 2010 7
- 8. A meaningless metric, and a copy editing error, too --From ”A world of connections/A special report on social networking,” Jan. 30, 2010 7
- 9. Can you identify the issues with this one? --From ”A world of connections/A special report on social networking,” Jan. 30, 2010 8
- 10. Can you identify the issues with this one? --From ”A world of connections/A special report on social networking,” Jan. 30, 2010 8
- 11. Internal vs. external numbers Internal External • Census data • Panel data 100% of all visitors, visits, Activity from a sample of self- page views for all sections selected people. Only total site data for a limited number of sites. • Internal data • External data Confidential Used to compare sites • Omniture • comScore Google Analytics Nielsen WebTrends Compete etc. etc. • Web Analytics • Interactive Association Advertising Bureau 9
- 12. Unique visitors 10
- 13. Unique visitors visit websites, 10
- 14. Unique visitors visit websites, generate page views. 10
- 15. A “unique visitor” is actually a “unique computer” 11
- 16. Unique visitors may be over- or undercounted Work =33 unique visitors = unique visitors Hotel Home 12
- 17. Unique visitors may be over- or undercounted Work =33 unique visitors = unique visitors Hotel Home = 1 unique visitor Work 12
- 18. The no. of unique visitors is based on the time period you specify. S M T W Th F S 1 July 6-12 July 13-19 July 20-26 31 The number of unique visitors... 13
- 19. The no. of unique visitors is based on the time period you specify. S M T W Th F S 1 July 6-12 July 13-19 July 20-26 31 The number of unique visitors... ...on July 1 is six; July 31, two. “Daily unique visitors” 13
- 20. The no. of unique visitors is based on the time period you specify. S M T W Th F S 1 July 6-12 July 13-19 July 20-26 31 The number of unique visitors... ...on July 1 is six; July 31, two. “Daily unique visitors” ...for the week of July 13 is five. “Weekly unique visitors” 13
- 21. The no. of unique visitors is based on the time period you specify. S M T W Th F S 1 July 6-12 July 13-19 July 20-26 31 The number of unique visitors... ...on July 1 is six; July 31, two. “Daily unique visitors” ...for the week of July 13 is five. “Weekly unique visitors” ...for the month of July is seven. “Monthly unique visitors” 13
- 22. Some real Key Performance Indicators Two ratios visits per unique visitor page views per visit One the bounce rate proportion of the page where people enter your Example: 50% site most often 14
- 23. Each defined activity will have its own Key Performance Indicators, the data used for action Define success/failure with KPIs that indicate participation, engagement. Use ratios, percents - not counts. • Content: comments/post; bounce rate; percent positive/negative • Twitter: PVs/URL; tweets/influencer; retweets/tweet • Facebook: Percent of fans in target audience; discussion topics/influencer; wall posts/fan • Photos/slideshows: percent of show viewed; percent of target audience who posted; comments/slideshow • Videos: views/UV; percent of UVs who rated • Attitudes: transparency; trust; are you adding value to the conversation? 15
- 24. Social media channels are as diverse as public diplomacy activities Sharing Networking News Bookmarking Reviews -- “Five essentials for social media marketing,” by Lisa Wehr, CEO/Oneupweb, iMedia Connection, July 17, 2009 16
- 25. Social media (and public diplomacy?) rules 1. Listen 2. Engage 3. Measure • Audience • Engagement • Loyalty • Influence • Action Metrics should map to goals. Period. From “What the **** is Social Media - One Year Later,” Marta Kagan, Espresso|Brand Infiltration, July 16, 2009. Some explicit words. 17
- 26. Social media: a constant stream of calls to action Brands earn the trust and loyalty of their customers by listening and responding. --”The Maturation of Social Media ROI,” by Brian Solis, Mashable, Jan. 26, 2010 18
- 27. Social media: a constant stream of calls to action Brands earn the trust and loyalty of their customers by listening and responding. --”The Maturation of Social Media ROI,” by Brian Solis, Mashable, Jan. 26, 2010 ...the true value of a network is measured by the frequency of engagement of the participants. -- Interactive Advertising Bureau Social Media Ad Metrics Definitions, May 2009 18
- 28. It’s better to have an informed guess than to use audience stat data from social media The Facebook ad application only gives you people on Facebook who filled out the form. You don’t know how many: didn’t give details or updated their status or told the truth or aren’t in Facebook or... 19
- 29. Understand Twitter’s simple complexity, understand how social media is measured Content Followers 20
- 30. The perfect (measurable) Tweet • A call to action to participate, engage with you Look at this. Go here. What do you think? • A link To get news, information Tweets are now a primary news source, the new home page To respond to the call to action • A #hashtag and/or keywords • A comment “Commenting9/21/09 http://mashable.com/2009/09/20/commenting-on-retweets/ Pete Cashmore, Mashable, is important, even essential.” 21
- 31. Are you part of the conversation in real-time web signaling events? “When a burst of tweets citing a particular subject or URL emerges, it’s a signaling event.” --Rishab Ghosh, co-founder of Topsy, a search engine for tweets, in “Live in the Moment,” by Clive Thompson, Wired magazine, October 2009 22
- 32. GM “Reinvention”
- 33. GM “Reinvention”
- 34. GM “Reinvention”
- 35. GM “Reinvention”
- 36. GM “Reinvention” R O eturn n
- 37. GM “Reinvention” R OI eturn n nvestment
- 38. GM “Reinvention” Measurable R OI eturn n nvestment
- 39. Dana Chinn Blog Lecturer http://www.newsnumbers.com chinn@usc.edu 213-821-6259 Analytics for news orgs bookmarks http://www.delicious.com/ danachinn Presentations http://www.slideshare.net/ danachinn 24