Descriptive Statistics 2012.07 - Crowd Out Aids

7/31/2019 Descriptive Statistics 2012.07 - Crowd Out Aids

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STATISTICAL

OVERVIEW OF COAPREPARED BY MICHAELA MONTANER

Date range: 10/24/11 01/26/12


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COMPONENTS

Web analytics

Social MediaFacebook

Twitter

Directions for further research


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WEBSITE ANALYTICS


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Web analytics

Obtained via Google Analytics (GA) atwww.google.com/analytics

All date ranges Oct 19, 2011 to March 21, 2012 unlessotherwise indicated

All calculations are GA-based unless otherwise noted


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Web analytics (contd)

These slides cover Overview of web activity Website activity by region and country Traffic sources Social media referrals (abridged)


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Overview of website activity (1/3)

Total

Visits 40,978

Unique visits 29,194

Pageviews 93,933

Pages/visit 2.29

Time on site 3:10

% new visits 71.20

Interpretation: Between launch and January 26th 2012, www.crowdoutaids.orgreceived 40,978 visits, 29,194 (~71%) were new visitors.

On average visitors viewed 2.29 pages and spent 3:10 minutes on site

sufficient time and content to learn the basic premise of the project and/or takeaction.


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Overview of website activity (2/3)

Total Dec 1 Dec 1 as % of total

Visits 40,978 7641 18.65

Unique visits 29,194 7140 24.46

Pageviews 93,933 15,338 16.33

Pages/visit 2.29 2.01 n/a

Time on site 3:10 2:22 n/a

% new visits 71.20 87.75 n/a

Interpretation: Traffic on December 1, 2011 (World AIDS Day) accounts for~19% of visits to the site between launch and March 21st, 2012 and

approximately a quarter of all new visits to the site.


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World AIDS Day traffic as % of total

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Visits Unique visits Pageviews

World AIDS Day

All other days


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Visits by continent (1/3)

Continent Visits % of total Pages / Visit

AverageVisit Duration

Americas 12,961 31.63 2.16 0:02:16

Europe 11,728 28.62 2.65 0:03:47

Asia 7,306 17.83 1.98 0:02:39Africa 6,520 15.91 2.4 0:04:43

(not set) 1,713 4.18 1.92 0:02:56

Oceania 750 1.83 1.91 0:01:30

Interpretation: The Americas and Europe combined generated 60.25% of alltraffic to the website.


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Visits by continent (2/3)

Americas32%

Europe28%

Asia

18%

Africa

16%

(not set)4%

Oceania2%


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Unique visits by top 25 countries (3/3)Rank Country Unique visits

1 United States 7,513

2 United Kingdom 3,709

3 Canada 2,656

4 Switzerland 1,893

5 (not set) 1,713

6 Nigeria 1,497

7 India 1,120

8 Kenya 833

9 Japan 789

10 Mexico 703

11 France 682

12 Australia 620

13 Germany 562

14 Netherlands 539

15 Nepal 528

16 South Africa 52717 Spain 524

18 Indonesia 500

19 Philippines 478

20 Norway 454

21 Tunisia 443

22 Brazil 421

23 Italy 398

24 Russia 39825 Thailand 398


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Traffic sources for all visits (1/1)

Search13%

Referral63%

Direct20%

Campaigns4%

Interpretation: Referred traffic (i.e. traffic to the CoA website via otherwebsites) accounted for a majority of visits to the CoA website. Direct traffic

(arguably associated with people already acquainted with the project)accounted for less than a quarter of visits (20%).


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NOTE

The following slides are intended to provide A SNAPSHOT ofsocial media as a traffic source to the CoA website.

These data pertain ONLY TO A SEGMENT of referred visits tothe website.

Further analysis can be done to assess the extent to whichsocial media was a driver to the site and the nature of the visits

it directed.

These data are not included here due to time constraints andvarious methodological considerations that require brief

consultation between M&E and project coordination.


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Overview of top 25 sources of referred visits

Social UN-family External sites Email Search0

2,000

4,000

6,000

8,000

10,00012,000

14,000

16,000

18,000

20,000

Interpretation: The top 25 referring sites account for 20,415 visits to thewebsite (61.26% of all visits). Of those sites, 9 (36%) were social media

websites and accounted for nearly half of all visits to the CoA website (48.52%).


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Overview of top social media referrals

(2/2)

Interpretation: Facebook and Twitter emerged as the main sources of socialmedia traffic to the CoA website.

*DATA AVAILABLE IN TABLE 7 (OVERVIEW OF SOCIAL MEDIA REFERRAL SOURCES) ON SHEET 1 (WEBSITE) OF EXCEL DOC CoA

DESCRIPTIVE ANALYTICS

11,469

6,198

8,088

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

facebook.com twitter.com all other referring sites

Series1


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SOCIAL MEDIA ANALYTICS


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FACEBOOK


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Post distribution (% participant vs. facilitator)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Africa

English

Africa

French

America

Latina

Asia Pacific Eastern

Europe

Central

Asia

Middle East

North Africa

North

America

Central

Europe

Portugal

Brazil

Main page Campaign

Overall

Participant

Facilitator


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Average number of interactions/post

0

1

2

3

4

5

6

7

8

Africa

English

Africa

French

America

Latina

Asia

Pacific

Eastern

Europe

Central

Asia

Middle

East

North

Africa

North

America

Central

Europe

Portugal

Brazil

Main page Campaign

Overall

Average likes per post

Average comments per post


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Regional Breakdown


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Facebook Activity Report

Posts Facilitator Likes Comments

Page name n n % of total naverage per

postn

average per

post

Africa English 170 91 53.53 294 1.73 357 2.1

Africa French 135 108 80 165 1.22 410 3.04

America Latina 106 68 64.15 219 2.07 266 2.51

Asia Pacific 81 57 70.37 174 2.15 337 4.16

Eastern Europe Central Asia 55 44 80 40 0.73 45 0.82Middle East North Africa 135 111 82.22 160 1.19 285 2.11

North America Central Europe 161 129 80.12 135 0.84 228 1.42

Portugal Brazil 41 39 95.12 32 0.78 310 7.56

Main page 80 59 73.75 95 1.19 19 0.24

Campaign Overall 964 706 73.24 1314 1.36 2257 2.34

Interpretation: Facilitator posts accounted for more than 50% of posts on allpages. Comments exceeded likes on every page except the campaign main

page. In other words, more active vs. passive participation was seen on all CoApages. In the case of Portugal Brazil and Africa French, comment rates more

than doubled liking rates. Taken together, these data describe a scenario wherefacilitators were key to initiating conversation but that participants were willing

to engage in a more substantive vs. superficial manner when given theopportunity.


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TWITTER


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Tweets vs. retweets


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Popular content


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Conversation drivers


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DIRECTIONS FORFURTHER RESEARCH


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Directions for further website-related

research

Analysis assessing traffic and activity patterns related toemail communication, social media activity, promotional

media, offline engagement, etc.

Analysis of web content popularity and consumption

A complete analysis of referred traffic to the site todetermine the extent and and nature of traffic to the sitevia specific sources (esp. social media platforms, blogs,

and other promotional media)

Descriptive Statistics 2012.07 - Crowd Out Aids

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