Measure, Modify, RepeatUsing analytics and quantitative measurement to

reach your goals

Angeline Evans - angevans@fiu.edu

� 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 - rmorejon@fiu.eduJodi-Ann Reid - jareid@fiu.edu

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?