Measure, Modify, RepeatUsing analytics and quantitative measurement to
reach your goals
Angeline Evans - [email protected]
� Goal – What business goal do you want to achieve?
� Metrics – What measurable index can get you toward your goal?
� Targets – What target numbers do you want to reach?
Setting up a measurement plan
Tool - Google Analytics
Case Study: FIU NewsObjective : Increase pageviews by 30%.
Measure▪Popular stories▪Landing page ▪Mobile traffic▪Behavior▪Traffic sources
Case Study: FIU NewsModify▪Redesign▪E-newsletter
Repeat▪Weekly and monthly reporting▪Traffic sources
Get started
How can you apply web measurement tools to your goals?
Resources
Google Analytics Academy: http://analyticsacademy.withgoogle.com/course
Google Analytics Configuration Tool: http://gaconfig.com/
Occam’s Razor (Avinash Kaushik): http://www.kaushik.net/avinash
Facebook & Twitter AnalyticsRyan Morejon - [email protected] Reid - [email protected]
How do you get better content using analytics?
Turn your goals into questions● What kind of social content is most effective?
● What content will give me the most engagement?
● Are my posts readable? Too long, too short?
● How do I get more likes on a page?
● How can I get more clicks on a post?
Facebook Insights
Facebook Insights
● Tricky, but very visual and comprehensive● Facebook Insights Tool (website)● Data export (Excel file)
Overview of Insights● Page Likes
● Post Reach
● Visits
● Posts and Post-types
● People (Audience)
Page Likes● It should be going up!
● Measure page-like data over time
● Benchmark page likes over time
● Net likes, unlikes or paid likes per day
● Where did your likes come from?
○ On your page
○ Ads/Sponsored
○ Page Suggestions
○ Uncategorized Mobile
○ Others
Post Reach● The number of people who saw your posts● Average likes/comments/shares per post.
○ Determining good shareable content● Who’s hiding/reporting as spam/unliking?● Total reach
○ Navigate through each day● Paid posts
○ Is your current budget working for you?
Page Visits
● Timeline, Photos, Info and Others Tabs
● Mentions, Posts by Other People, Check-Ins
● If external, where are they coming from?○ fiu.edu○ google○ other less popular
Page Posts● When are your fans online?
○ Craft content based on when they’re on.
● Types of posts that are most successful○ For us: status and video
posts do best○ Photos & Links do meh
● Analyze individual posts○ Reach○ Engagement○ Targeting
Likes = People● All about your audience
demographic● Gender, country, city, language● Demographics for:
○ Fans/Likes○ People Reached○ People Engaged○ Check-ins
● Getting to know your audience● Crafting content for them
Facebook Ads
Facebook Ads
● Choose how post is displayed - in Newsfeed or at top right hand corner
● Choose up to six images● Ability to define audience● Bid for page likes, clicks, or impressions
Twitter Insights
Twitter Insights● Twitter added an
ad system● And it comes with
analytics!● Kinda hidden● Click on Twitter
Ads● Let’s you see:
○ Individual Tweet Activity
○ Followers○ Interests
Tweet Activity● Data on specific posts● Favorites, Retweets and Reach● Reach: how many Twitter feeds
it landed on. ● More retweets, more reach.● Mentions, follows and unfollows
on any given day (Shows the last 30 days)
● Highlights posts that are in the top 15%
Followers● Get to know your audience… like
really getting to know them.● Lifetime of follows● Interests, Location (Countries,
states, cities), Gender and who they follow.
● Get a real handle on what exactly your audience is into.
Readability
● How readable is you content?
● What grade level is it?● http://read-able.com/● Understood by age and
grade level, based on Flesch Kincaid scale.
Any questions?