Red digital consulting Great Big Story Website Analysis and Strategy

Presented By RedDigital Consulting Amanda Lehrer, Ishana Gupta and Nikeeta Pamnani

Web Analytics, Spring 2016, Professor Rackoff, NYU School of Professional Studies 1

Presented By RedDigital Consulting

2

http://youtube.com/v/YMIltYIMqU0

EXECUTIVE SUMMARY

◉ Video News Platform.

◉ Funded by CNN, but independently operated.

◉ Mantra/Slogan: ‘Feed Your Feed’

◉ Aims to create video that is appealing to millennials.

(urban-located, globally curious, 25 to 35 year-olds)

◉ Shareable on social networks

◉ Mobile-first, oriented platform

◉ Appropriate for native advertising

◉ Competitors: Buzzfeed, Vice.

◉ Selective audience to deliver content.

3Presented By RedDigital Consulting

Overall Business

Goal

Supporting Business Goals with KPI’s Provide Target Market with value which keeps them returning.

KPI ASSUMPTIONS

Measure Engagement

Retention

Type of Site

Informational

Target Market

●Male & Female,●25-35,●Urban Dwellers, ●Early Adopters,●Eclectic, ●Highly educated

Mobile Importance

Target Market, Market Trend Increase, Usage Statistics

Supports Native

Advertising Goals

ENGAGED

Intended Action?

Segmenting Users

What's Resonating

Content Consumed

TimePeriod for

Measurement

3 Months


GOOGLE ANALYTICS GOALS & GBS FUNNEL

Bouncers $

Browsers $$

Engagers $$$

Loyalists $$$$$

Defined As: User On site for more than 1 minute

Defined As: Spent more than 2.5 mins

Defined As: Spent more than 5 minutes on site

Defined As: Spent over 10+ mins on site

Conversion Goal : Visited Site + Downloaded app Page Behavior Goal:Visit HomePage---> Returned New Session to HomePage → Subscribed → Visited App Store Page Other Goals: Subscribed to Email List, Session Duration, Downloaded App → Engagers 5


KEY PERFORMANCE INDICATORS


Referral Sources (Average session duration per referral source)

Time Spent on Site

Number of Shares/Engagement

New Vs. Returning Users1

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5

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8

9

10

11

12 Retention Rate

Bounce Rate

App Downloads

Frequency of use

Content Consumed

Demographics

Type of Device

Number of Subscribers


New Vs. Returning

Users

Insight: Metric of engaged users. Indication of loyalty and site value. A step closer to becoming loyalists. Return users represent lead generation. Assumption: Increase in return users will indicate more value derived from site, by users. Increase in return visitors leads to creation of loyalists.

Brand EvangelistsValue for

advertisers & Traffic generator

Greater spend & interest from

advertiser$$$

Strategy/Tactics: Content strategy. behavioral remarketing through Adwords on mobile + social ads remarketing (FB), segmented action email- trigger based, app push notifications

GOAL

+10%



Time Spent on Site



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5

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8

9

10

11

12 Retention Rate

Bounce Rate

App Downloads

Frequency of use

Content Consumed

Demographics

Type of device: Browser, speed, location, OS



Time Spent On Site

00:00:42

Strategy/Tactics:

Email campaigns (suggested content), website design (suggested videos/recommended content), predictive analytics, personalization

Insight: Tells engagement level and can provide basis for segmentation. Purpose: Identify key conversion metrics (create events)Assumption: Users who spend more time on site are more likely to become return users and then become loyalists. How to Measure: Tracking visit duration as a goal

SEGMENTATION CURRENT FUTURE

BOUNCERS > 42 seconds > 1:00

BROWSERS > 1.5 + min 1:00 – 2:50

ENGAGERS 1.5 – 5 min 2:50 – 5:00 +

LOYALIST 10 + min +5:00 & Become Return User

Metric Of Success:

< 2:50 on site

Bouncers $

Browsers $$

Engagers $$$

Loyalists $$$$$



Time Spent on Site

Number of Shares/Virality & Engagement


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4

5

6

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8

9

10

11

12 Retention Rate

Bounce Rate

App Downloads

Frequency of use

Content Consumed

Demographics

Type of Device: Browser, speed, location, OS


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Number of Shares/Virality

Strategy/Tactics:

Cross-channel marketing → Promote and infuse app across all other channels to create a seamless experience for users. Improve the app experience , share buttons, Snapchat, Vine/Vimeo, YouTube, Informs Content Strategy, live-streaming content (Periscope, FB LiveChat)

Insight From Metric: Most highly shared content represents the content that has the highest value for users + high virality → Engagement, virality.

Informs content strategy

Assumption: People who share are more likely to subscribe as people who like page.

CURRENT SHARES:

60 shares Per Video

FUTURE SHARES:

80 shares Per Video

*Apps that send in-app messages show 2-3.5x higher user retention and 27% more app launches than apps that do not. (1)

GOAL:

+ 20 SHARES



Time Spent on Site



2

5

6

7

8

9

10

11

12 Retention Rate

Bounce Rate

App Downloads

Frequency of Use

Content Consumed

Demographics



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REFERRAL SOURCE

Strategy/Tactics: Increase the % of spend on channel highest performing, through re-investment & revamp of content strategy.

Insight: To quantify value and segment user acquisition by channel to determine best future allocation of resources. Assumption: Sources which show the highest amount of users, and time spent per users per source, are worth more & high probability that this will result in ROI of spend on marketing in that source.Measurement of Success: Channel which has the highest return, should show an incremental increase conversions by < 2.5%Comparing Segments By Goal Conversion Rate, which is calculated by:

= Return Users / Overall Traffic Referred From Source

= Subscribers / Overall Traffic Referred From Source

Return Rate Per Segment = Return Users from Segment / Total Return Users



Time Spent on Site



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6

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9

10

11

12 Retention Rate

Bounce Rate

App Downloads

Frequency of use

Content Consumed

Demographics & Interest



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BOUNCE RATE

Strategy/Tactics: Retarget by suggesting related content (suggested videos), creating a series of content stories to keep the users engaged (storytelling)

Insight: Areas of weaknesses in content to improve upon to keep users engaged.

Assumption: High bounce rate → Low level of interest in the page, no value in

content for market.

GOAL:

- 10 %



Time Spent on Site



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7

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9

10

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12 Retention Rate

Bounce Rate

App Downloads

Frequency of use

Content Consumed




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App Downloads

Strategy/Tactics: In-app ads on other apps, provide a link to the app on various platforms, email campaign

Insight: Metric of engagement level of mobile users. Assumption: Greater Amounts of App Downloads → Engaged Users → Greater Customer Retention/CL. Segmentation of the target users is based on the type of device.

GOAL:

Increase visitors

completing the path

and downloading

the App

+5%

1. Visit GBS Homepage

2. Watch x video page3. Visit download

app now link 4. Link and visit the app page store

5. download App

5% of visitors fully complete the path



Time Spent on Site



2

8

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10

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12 Retention Rate

Bounce Rate

App Downloads

Frequency of Use

Content Consumed




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Frequency

Strategy/Tactics: In app notifications, send email triggers/notifications and triggers on social networks, snapchat stories (clip teasers).

Insight: Highly engaged users on the website will return more frequently, and will be worth more to the website in comparison to new or less frequent users.Assumption: Visiting the GBS website less than two times a week indicates low level of engagement.

GOAL:

Convert Browsers and

Engagers to Loyalists

Currently users average 2 visits per month

LOYALISTS

Visit 10- 15 times per month

ENGAGERS

Visit 3-9 times per month

BROWSERSVisit 1-2 times per month



Time Spent on Site



2

9

10

11

12 Retention Rate

Bounce RateApp Downloads

Frequency of use

Content Consumed

Demographics



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Content Consumed

Insight:(Qualitative)Type of content consumed by the target market will inform the content strategy, understand what should be planned for future and give insights into what the target market is enjoying the most.

What resonates most with the target market?

Which categories are performing best?

What type of videos are more viral?

Type of content to produce for advertisers/native content?



Time Spent on Site



2

10

11

12 Retention Rate

Bounce Rate

App Downloads

Frequency of use

Content Consumed

Demographics



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Demographics

Strategy/Tactics: Social sharing/native posting on networks like facebook and engagement on Instagram, Snapchat, Twitter, Social influencers, User generated content, referral based targeting, Featured App

Assumption: We will assume that we are reaching, and are most visited, by the target market:

◉Males and Females◉Ages of 25-35◉Live in Major Cities◉Early Adopters and Innovators◉Predominantly creatives in their profession or secondary jobs.◉Have some form of post high school schooling.◉Technologically savvy◉Get their news from other places than native sites.

Insight: Reaching intended target market. To know who are the majority of users. Time of Day: Measuring the time of day the website has the greatest lift in traffic (in the target market) will help determine when the best time to push out content, notifications and schedule related marketing tactics for optimal retention Other Important Demographics: Age, Occupation, Location, Device, Education Level,



Time Spent on Site



2

11

12 Retention Rate

Bounce Rate

App Downloads

Frequency of use

Content Consumed

Demographics



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Type of

Device

Strategy/Tactics: Push Notifications on the Mobile App, Cross-Platform Links to the website/App, Listing on Featured Apps on the App Store.

Insight: Information on consumer demographics, behavior of consumers and the way in which people are consuming content. More consumers are viewing and consuming content from GBS on mobile devices.Assumption: The frequency of visiting the GBS website/ app is highest for Mobile users.

GOAL:

+10% Increase

engagement on mobile

device



Time Spent on Site



2

12 Retention Rate

Bounce Rate

App Downloads

Frequency of use

Content Consumed

Demographics



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Number of

Subscribers

Strategy/Tactics: Push Notifications on the Mobile App, Cross-Platform Links to the website/App, Listing on Featured Apps on the App Store.

GOAL:

+ 20%

Insight: New subscribers represent lead generation and an opportunity to segment users for personalized marketing which will result in greater retention.

Assumption: By increasing the number of new subscribers by 20% over the next 3 months, and by targeting the segment with specific remarketing and marketing, we will reduce churn and increase likelihood for users to become return users.

How to Measure: Tracking subscriber from completions as a goal

Visit Website

Subscribe to Email

Send Thank you/Welcome Email

Behavior Usage Triggers

Target Users on Social Channel

Measure behavior after 1 month for frequency of use

Measurement of

Success:

65%+ of Goal

28 RedDigital Grp.



Time Spent on Site



2

Retention Rate

Bounce Rate

App Downloads

Frequency of use

Content Consumed

Demographics



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Retention Rate

Insight: Avoid churn and keep return users highly engaged

Current Metric: 15% Retention

Future Metric: 20-25% Retention

*20% retention rate at 90 days is average across the mobile industry, and anything worth 25% is what you should strive to reach.

*At the end of 2015, across all industries, the average mobile app retention rate was 25% after 90 days.

Time Period: 3 Months/90 Days

*Across all industries, 75% of all app users churn within 90 days.

Retention Metric: User returns 6+ times or more in a month (# of sessions of return users) = Amt of users 6+ / All Return Users x 100

*Users who have enabled push messaging launch an app an average of 14.7 times per month, versus users who have not enabled push messages who will only launch an app 5.4 times per month

Tactics: → In-app messaging + push notifications (ALL MARKETING TACTICS)

*Currently, Media & Entertainment apps retain the most users on average, with a 24% retention rate post 90 days.

*See index for citing (http://info.localytics.com/blog/mobile-apps-whats-a-good-retention-rate)30 Presented By RedDigital Consulting

http://info.localytics.com/blog/mobile-apps-whats-a-good-retention-rate

Marketing Tactics


Content Strategy


Coffee Sleeves


Live Streaming

& User

Generated Content


Outdoor Ad


Time Line

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Live Streaming

Print/Outdoor:

SOCIAL MEDIA:

Content Strategy:

Coffee Sleeves:

Email:

TIMELINE


Risk & Rewards


KPI REWARD RISK

New Vs. Returning Users Generates traffic, greater spend and interest for advertisers.

Lose potential new users that could turn into return users.

Time spent on site Greater engagement level and be informed about the content preference of users.

Irrelevant content can lead to decrease in number of returning users.

Shares/ Engagement Rate More shares and engagement leading to increase in users.

The site becoming more ‘commercial’ and losing its core value.

Type of Device Targeted and personalized remarketing leading to an increase in return users.

Constant retargeting and interaction with the user on a regular basis might reduce the level of interest.

App Downloads Higher engagement, greater return users, easier to get demographics and user info.

Average app churn rate is 75% after 90 days.

Frequency of use Higher level of engagement. Updating new relevant content on a regular basis.

Number of subscribers Increase in the footfall or users. The focus shifting from gaining relevant users to increasing the count of subscribers.

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Finance

Cost estimate for different channels

1)Social media (50%) includes ads on:

◉Facebook (premium auto play ads - costing based on GRPs recorded by Nielsen Online Campaign Rating)◉Instagram (sponsored video ads)◉Twitter (promoted tweets costing between $0.50 to $4.00 per engagement)◉Snapchat (As a part of CNN on Discover) ◉Periscope

2) Outdoor (20%): Print ad on subway platforms costing $40,000 to cover 200 stations.

3) Email (10%): Email marketing and triggers

4) SEM (15%) - Adwords


Conclusion

Our KPI’s were created with a clear understanding of GBS’s underlying goals towards cultivating a deeply engaged and highly targeted consumer.

→ Goal of creating and keeping a relationship underpinned all metrics.

●Creating engaged consumers means that we focus on retention over acquisition.●Retention should be maintained by a deep understanding of who your consumer is, where they are and what they want. (Demographics, Device, Referral Source, Bounce)●Considering the brand’s stage of market toddlership held by GBS, we felt it is vital to establish segments of users that are most important to focus. ●Focus efforts on creating a deeply engaging (time on site, visits, frequency) experience for users.●Organic connections and marketing to create loyalists is important for the nature of brand and to the specific niche target market.

By creating segmentation of the users and assigning the various users values, as well as dedicated KPIs, we will create a better way to manage analytical data captured about user

behavior and measure its results, in only the areas most important to GBS.

Future: At the next step we can begin to assign a monetary value to those engaged users to ascertain what the specific user behavior is of our most valuable consumers, and look to duplicate the strategy to acquire new customers.


Results

Increase in Retention & Return rate

Increase in Engaged

users

Increase in Ad Spend


Presented By RedDigital Consulting 42

Resources

➢ http://www.socialmediaexaminer.com/social-marketing-sales-funnel/ (Image s.17)

➢ http://www.searchenginejournal.com/5-tools-for-keyword-brainstorming/6874/

➢ http://nymag.com/nymetro/news/people/columns/intelligencer/15156/

➢ http://venturebeat.com/2013/06/04/how-96000-can-buy-you-a-top-10-ranking-in-the-u-s-app-store/

➢ http://mainpath.com/choosing-kpis-key-performance-indicators-goal-tracking-google-analytics/

➢ https://www.shopify.com/partners/blog/90656710-5-simple-google-analytics-reports-you-should-create-for-every-client

➢ Retention Slide Data http://info.localytics.com/blog/mobile-apps-whats-a-good-retention-rate

➢ http://www.fastcompany.com/3051812/cnn-launches-great-big-story-its-answer-to-vice-and-buzzfeed

➢ https://www2.deloitte.com/content/dam/Deloitte/in/Documents/technology-media-telecommunications/in-tmt-rise-of-on-demand-content.pdf

➢ https://creatoracademy.withgoogle.com/creatoracademy/page/course/analytics-series?ytref=all&hl=en

➢ https://www.appannie.com/apps/ios/app/great-big-story/details/

➢ http://blog.appannie.com/app-analytics-first-stores-then-ads-now-user-engagement

➢ http://socialmediaweek.org/blog/2016/03/great-big-story-built-successful-content-strategy-informed-data/ 43Presented By RedDigital Consulting

http://www.socialmediaexaminer.com/social-marketing-sales-funnel/

http://www.searchenginejournal.com/5-tools-for-keyword-brainstorming/6874/

http://nymag.com/nymetro/news/people/columns/intelligencer/15156/

http://venturebeat.com/2013/06/04/how-96000-can-buy-you-a-top-10-ranking-in-the-u-s-app-store/

http://venturebeat.com/2013/06/04/how-96000-can-buy-you-a-top-10-ranking-in-the-u-s-app-store/

http://mainpath.com/choosing-kpis-key-performance-indicators-goal-tracking-google-analytics/

http://mainpath.com/choosing-kpis-key-performance-indicators-goal-tracking-google-analytics/

Red digital consulting Great Big Story Website Analysis and Strategy

Data & Analytics

Transcript of Red digital consulting Great Big Story Website Analysis and Strategy