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Sept 15 2012 bxb show me the numbers

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My presentation at Block by Block 2012 about using metrics to help grow your hyperlocal small business

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Sept 15 2012 bxb show me the numbers

  1. Show  me  the  numbers:  Grow  your  business  with  metrics   Susan  Mernit   Oakland  Local  at  BXB  2012   September  2012   For  more  like  this,  go  to  oaklandlocal.com/content/ trainings  and  see  slideshare.com/mernit  
  2. What  we’re  discussing  •  How  can  I  look  at  core  metrics  and  use  them  to  grow   what  I  do?  •  What  are  the  basic  tools  and  <ps  to  work  with?  •  How  do  I  make  decisions  based  on  metrics  data?  •  What  are  best  prac<ces  to  follow  working  with   metrics  in  an  ongoing  way?  •  What  are  some  good  <me  management  prac<ces   around  metrics  repor<ng  2 All  rights  reserved.  Houseoflocal.org  
  3. QuesIons  Answered   How  can  I  look  at   What  are  the  basic   How  do  I  make  core  metrics  and  use   tools  and  <ps  to   decisions  based  on  them  to  grow  what  I   work  with?   metrics  data?   do?   What  are  best   What  are  some  good   prac<ces  to  follow   Ime  management   working  with   pracIces  around   metrics  in  an   metrics  reporIng?   ongoing  way?   3 All  rights  reserved.  Houseoflocal.org  
  4. GeKng  started  with  metrics  •  Web  analy)cs  is  the   measurement,   collecIon,  analysis   and  reporIng  of   internet  data  for   purposes  of   understanding  and   opImizing  web  usage   Metrics are CORE for any small site operator 4 All  rights  reserved.  Houseoflocal.org  
  5. Core  measurement  tools  Google Analytics Facebook & Facebook Insights Twitter & Tweetreach All  rights  reserved.  Houseoflocal.org   5  
  6. • Google  Analy)cs  dashboard  measures  site  data  including  • Traffic  • Audience  • Content  • Geography   knightdigitalmediacenter.org   6
  7. EssenIal  GA  metrics  to  evaluate   –  Time  spent   –  Pages  viewed   –  Returning  vs.  new  visitors   –  Referral  source   –  LocaIon   –  Unique  visitors   –  Page  views   –  PlaWorms   But  it’s  a  matrix:  Metrics  are  most  meaningful     in  relaIonship  to  one  another  7 All  rights  reserved.  Houseoflocal.org  
  8. Watching  the  GA  connecIons  to   drive  site  growth  •  Google  AnalyIcs  factors:     –  Referral  traffic:  Where  are  the  most  engaged  users   coming  from?  (referral  traffic/Ime  spent  metrics)   –  Content  behaviors:  What  is  average  )me  spent   per  story?  How  do  content  stats  per  story  (NOT   averages)  relate?   –  Content:  What  keywords  drive  traffic  for  my  site?   –  What  are  top  entrance  pages  (correlate  with   search  engine  traffic)   All  rights  reserved.  Houseoflocal.org   8  
  9. Decisions  based  on  Google   AnalyIcs  •  Type  of  content  (topics,  trending  issues,  cost)  •  Geographic  focus  (review  of  locaIon  &   mission)  •  Social  media  markeIng  outreach:  Focus  on   top  social  media  referral  sources  based  on   –  Top  referrers   –  Best  Ime  spent  metrics  from  specific  referrers   –  Campaign  reviews  (newslecers)   All  rights  reserved.  Houseoflocal.org   9  
  10. LocaIon:  Checking  geographic   focus  The  LocaIon  tab  (under  Audience  Demographics)  shows  where  your  audience  is  from—essen)al  for  sales/funders  10 All  rights  reserved.  Houseoflocal.org  
  11. Understanding  Mobile   Under Audience, Google Analytics will tell you what percentage of your audience Is via mobile—and which platforms11 All  rights  reserved.  Houseoflocal.org  
  12. GA:  Checking  content  &  interest  vs.   referrals  IMPACT:  Improve  understanding  of  top  content  and  referral  sources   12 All  rights  reserved.  Houseoflocal.org  
  13. Other  core  metrics  tools   Facebook Insights Twitter Likes Followers Comments Retweets Tweet reach Facebook Insights Measures tweetMeasures Facebook impactpage data 13
  14. Facebook  Insights-­‐Admins  can  access   Insights  is  the  equivalent   Of  Google  Analy)cs  for   Business—not  personal-­‐Facebook   pages—need  30+  followers   Data  is  exportable—correlate  with   Google  Analy)cs  in  your  analyses  14 All  rights  reserved.  Houseoflocal.org  
  15. Use  the  FB  demographics  data!  Who’s  talking  shows  demographics—key  for  adverIsers—and  for  targeIng  content  15 All  rights  reserved.  Houseoflocal.org  
  16. Facebook  provides  INSTANT   feedback   Content  &  Audience   Ads  &  social  marke)ng   •  What’s  popular  (views)   •  Tracking  response  on  social   •  What’s  being  referred  (viral)   markeIng/promoIon  posts   •  Who  is  your  audience   •  Tracking  likes  &  reposts   (followers  &  demographics)  Apply  Facebook  data  to  recruit  new  adverIsers,    fine  tune  your  content,  define  audiences,  drive  traffic  to  website   All  rights  reserved.  Houseoflocal.org   16  
  17. Tweetreach  is  a  criIcal  Twicer    metrics  tool   17
  18. •  Shows  most  retweeted  •  Shows  top  retweeters  •  Shows  top  tweets  and  how  far  each  reach   18 All  rights  reserved.  Houseoflocal.org  
  19. Oakland  Local:  Tweetreach  How  many  people  are  you  reaching  via  TwiNer—and  who  are  they?  Tweetreach  gives  you  data   19 All  rights  reserved.  Houseoflocal.org  
  20. Tweetreach  report   First  screen  All  rights  reserved.  Houseoflocal.org   20  
  21. Tweetreach  data  dive—who’s   ContribuIng  to  your  stream?  All  rights  reserved.  Houseoflocal.org   21  
  22. Workflow  and  process  best   pracIces  Source: http://fobango.com knightdigitalmediacenter.org   22
  23. Create  a  reporIng  dashboard  to   track  stats  over  Ime-­‐  Excel  Spreadsheet trackingkey metrics month bymonth, quarter byquarter.Build or download atemplate to collectdataCheck data weekly23 All  rights  reserved.  Houseoflocal.org  
  24. Your  dashboard  should  track     Let’s  discuss:  how  does  this  work    •  Google  Analy)cs   as  a  weekly/daily  report?  •  Unique  visitors  •  First  Ime  vs.  repeat  visitors  •  Time  on  site  •  Pages  per  visit  •  Bounce  rate  •  Top  10  Content  (by  page  views  or  by  unique  visitors)  •  Number  of  comments  (conversion  goal)  •  Number  of  member  blog  posts  (conversion  goal)  •  New  members  (conversion  goal)  •  Top  referring  sources   All  rights  reserved.  Houseoflocal.org   24  
  25. Your  dashboard  should  track     Let’s  discuss:  how  does  this  work     as  a  weekly/daily  report?  •  Facebook  Insights   •  Followers   •  Demographics   •  LocaIon  •  Likes/virality  •  Tweetreach   •  Top  Tweets   •  Top  Tweeters   •  Most  retweeted   All  rights  reserved.  Houseoflocal.org   25  
  26. Want  to  learn  more?   Videos  on  the  Official   Google  AnalyIcs   YouTube  Channel     are  a  quality  resource.  26 All  rights  reserved.  Houseoflocal.org  
  27. Putting knowledgeTo work— Things  to    Ask  &  Try   27 All  rights  reserved.  Houseoflocal.org  Source: http://blog.podio.com
  28. When  do  you  check  stats?  •  Daily  or  weekly   •  Monthly   – 30  minutes  or  less   –  90  minutes   –  Review  all  stat  sources   – Look  at  basic   –  Build  a  monthly  report   weekly  stats   –  Compare  6  month  trend   • Top  content   data   •  Google  AnalyIcs   • Top  referrers   •  Facebook  Insights   •  Tweetreach   • Time  spent/ bounce  metrics   All  rights  reserved.  Houseoflocal.org   28  
  29. PuUng  info  to  work-­‐-­‐Start  with   basic  analysis  Planning  •  What  is  your  site’s  greatest  strength  according  to   Google  AnalyIcs?   •  Example:  High  number  of  returning  visits,  high  Ime   spent  on  pages  metrics   •  Use  stats  to  portray  your  strengths-­‐Create  a  1  pager  •  What  is  a  problem  you  see  in  your  site  that  Google   AnalyIcs  shows  you?   –  Example:  High  bounce  rate,  poor  referrals  from   social  media  despite  puKng  investment  there   –  Use  stats  to  portray-­‐-­‐Create  a  1  pager   All  rights  reserved.  Houseoflocal.org   29  
  30. Workflow:  Monthly  reporIng?  •  What  does  a  monthly  report  about  your  site   look  like?   –  Construct  a  monthly  report  across  all  data  sources   highlighIng  metrics  you  consider  meaningful/ important   –  Make  some  inferences/asserIons  and  test  them   All  rights  reserved.  Houseoflocal.org   30  
  31. Followup  •  Should  we  have  a  peer  learning  circle?   –  If  yes,  contact  susan@oaklandlocal.com   –  More  on  metrics  (including  the  basics):   hcp://slideshare.com/susanmernit   –  1:1  discussions  and  training  possible—contact   susan@oaklandlocal.com   All  rights  reserved.  Houseoflocal.org   31