evaluating Website Usage and Social Media Kurt Wilson

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e-valuating Website Usage and Social Media Kurt Wilson wilson@compass-om. com Stephanie Evergreen stephanie. evergreen@wmich.

e-valuating Website Usage and Social Media Kurt Wilson [email protected] com Stephanie Evergreen stephanie. [email protected] edu This material is based upon work supported by the National Science Foundation under grant number 0802245. Any opinions, findings, and conclusions or recommendations expressed in this material are those of the author(s) and do not necessarily reflect the views of the National Science Foundation.

KARL INTRO Google Analytics Goldmine of Free Evaluation Data Kurt Wilson

KARL INTRO Google Analytics Goldmine of Free Evaluation Data Kurt Wilson

Brief Google Analytics Introduction Visitor Overview: Wide

Brief Google Analytics Introduction Visitor Overview: Wide

Brief Google Analytics Introduction Visitor Overview: Close

Brief Google Analytics Introduction Visitor Overview: Close

Brief Google Analytics Introduction Limitations • Tracking code must be installed • Data overload

Brief Google Analytics Introduction Limitations • Tracking code must be installed • Data overload / overwhelming • Relevant benchmarks

Evalu. ATE Case Example: Evaluation Questions 1. How many people are we reaching through

Evalu. ATE Case Example: Evaluation Questions 1. How many people are we reaching through the Web? 2. Are people using our resources? 3. Did web traffic increase after our website redesign? 4. How strong are our partnerships? 5. How engaged are people with our content? 6. Where are the people we are reaching located?

Evaluation Implications for Evalu. ATE Program • Demonstrate geographic reach and resource use for

Evaluation Implications for Evalu. ATE Program • Demonstrate geographic reach and resource use for funder • Decide if they should continue newsletters or put effort in other areas • Decide what webinar topics are most relevant

How many people are we reaching through the Web? Visitors: Wide

How many people are we reaching through the Web? Visitors: Wide

How many people are we reaching through the Web? Visitors: Close

How many people are we reaching through the Web? Visitors: Close

Are people using our resources? Content Drill Down: Wide

Are people using our resources? Content Drill Down: Wide

Are people using our resources? 90 133 350 211 1308 1072 247 Excel Graph

Are people using our resources? 90 133 350 211 1308 1072 247 Excel Graph using Exported Data

Are people using our resources? Content Drill Down: Wide

Are people using our resources? Content Drill Down: Wide

Are people using our resources? Content In-Page Analytics: Wide

Are people using our resources? Content In-Page Analytics: Wide

Are people using our resources? Content In-Page Analytics: Close

Are people using our resources? Content In-Page Analytics: Close

Did web traffic increase after our website redesign? Content Drill Down: Wide

Did web traffic increase after our website redesign? Content Drill Down: Wide

How strong are our partnerships? Traffic Sources – Referrals: Wide

How strong are our partnerships? Traffic Sources – Referrals: Wide

How engaged are people with our content? Visitors - Engagement: Wide

How engaged are people with our content? Visitors - Engagement: Wide

How engaged are people with our content? Visitors - Engagement: Close

How engaged are people with our content? Visitors - Engagement: Close

Where are the people we are reaching located? Visitors – Location : Wide

Where are the people we are reaching located? Visitors – Location : Wide

Where are the people we are reaching located? Visitors – Location : Drill down

Where are the people we are reaching located? Visitors – Location : Drill down

Where are the people we are reaching located? Visitors – Location : Drill down

Where are the people we are reaching located? Visitors – Location : Drill down

Next Steps Search “Google Analytics Installation Guide” for step by step instructions. Download a

Next Steps Search “Google Analytics Installation Guide” for step by step instructions. Download a Google Analytics handbook and ATE specific benchmarks at: http: //evaluate. org/resources/ga_for_eval/

KARL INTRO So What, Social Media? Stephanie Evergreen

KARL INTRO So What, Social Media? Stephanie Evergreen

Social Media Logic Model Outcomes Engage # retweets # fans # views # likes

Social Media Logic Model Outcomes Engage # retweets # fans # views # likes # views # trackbacks # subscribers Goal Build Relationships Types of comments # followers Participate # comments Lurk Relevant followers Activities Education Sales Dissemination Community

Lurk Activities Lurk # followers # fans # views

Lurk Activities Lurk # followers # fans # views

Lurk Twitter “handle” # followers

Lurk Twitter “handle” # followers

Lurk

Lurk

Lurk Howlonghaveyoubeenontwitter. com

Lurk Howlonghaveyoubeenontwitter. com

Lurk Howlonghaveyoubeenontwitter. com 84 followers ÷ 15 months = 5. 6 followers/month

Lurk Howlonghaveyoubeenontwitter. com 84 followers ÷ 15 months = 5. 6 followers/month

Lurk Howlonghaveyoubeenontwitter. com 84 followers ÷ 15 months = 5. 6 followers/month 122 followers

Lurk Howlonghaveyoubeenontwitter. com 84 followers ÷ 15 months = 5. 6 followers/month 122 followers ÷ 21. 4 months = 5. 7 followers/month

Lurk # fans

Lurk # fans

Lurk

Lurk

Lurk # views

Lurk # views

Lurk # views

Lurk # views

Participate Activities Lurk Participate # retweets # likes # trackbacks # subscribers

Participate Activities Lurk Participate # retweets # likes # trackbacks # subscribers

Participate # retweets

Participate # retweets

Participate # likes

Participate # likes

Participate # likes

Participate # likes

Participate # trackbacks

Participate # trackbacks

Participate # subscribers

Participate # subscribers

Engagement Activities Lurk Participate Engage Relevant followers # comments Types of comments

Engagement Activities Lurk Participate Engage Relevant followers # comments Types of comments

Engage Relevant followers

Engage Relevant followers

Engage H H L L H L S High influencers Low influencers Spam!

Engage H H L L H L S High influencers Low influencers Spam!

Engage Relevant followers

Engage Relevant followers

Engage High influencer

Engage High influencer

Engage # comments

Engage # comments

Engage

Engage

Engage

Engage

Engage # comments

Engage # comments

Engage

Engage

Engage

Engage

Engage

Engage

Engage neutral positive

Engage neutral positive

Engage Types of Comments Positive Neutral Negative

Engage Types of Comments Positive Neutral Negative

Engage Types of Comments Positive Neutral Negative Control Trust Commitment Satisfaction Grunig’s Relationship Scale

Engage Types of Comments Positive Neutral Negative Control Trust Commitment Satisfaction Grunig’s Relationship Scale

Engage Control

Engage Control

Engage Control

Engage Control

Thank You Kurt Wilson wilson@compass-om. com Stephanie Evergreen stephanie. evergreen@wmich. edu

Thank You Kurt Wilson [email protected] com Stephanie Evergreen stephanie. [email protected] edu