e-valuating Website Usage and Social Media This material is based upon work supported by the National Science Foundation under grant number 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. Kurt Wilson Stephanie Evergreen
KARL INTRO Google Analytics Goldmine of Free Evaluation Data Kurt Wilson
Brief Google Analytics Introduction Visitor Overview: Wide
Brief Google Analytics Introduction Visitor Overview: Close
Brief Google Analytics Introduction Limitations Tracking code must be installed Data overload / overwhelming Relevant benchmarks
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? EvaluATE Case Example: Evaluation Questions
Evaluation Implications for EvaluATE 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: Close
Are people using our resources? Content Drill Down: Wide
Are people using our resources? Excel Graph using Exported Data
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: Close
Did web traffic increase after our website redesign? Content Drill Down: 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: Close
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
Search “Google Analytics Installation Guide” for step by step instructions. Download a Google Analytics handbook and ATE specific benchmarks at: Next Steps
KARL INTRO So What, Social Media? Stephanie Evergreen
Social Media Logic Model Goal Outcomes ActivitiesLurkParticipateEngage Build Relationships Education Sales Dissemination Community # followers # fans # views # views # retweets # likes # trackbacks # subscribers # commentsTypes of comments Relevant followers
Lurk # followers # fans # views # views ActivitiesLurk
Twitter “handle” # followers
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 122 followers ÷ 21.4 months = 5.7 followers/month
Lurk # fans
Lurk
# views
Lurk # views
Participate # retweets # likes # trackbacks # subscribers ActivitiesLurkParticipate
# retweets
Participate # likes
Participate # likes
Participate # trackbacks
Participate # subscribers
Engagement # comments Types of comments Relevant followers ActivitiesLurkParticipateEngage
Relevant followers
Engage High influencers Low influencers Spam! H H H L L L S
Engage Relevant followers
Engage High influencer
Engage # comments
Engage
# comments
Engage
neutral positive
Engage Positive Neutral Negative Types of Comments
Engage Control Trust Commitment Satisfaction Grunig’s Relationship Scale Positive Neutral Negative Types of Comments
Engage Control
Engage Control
Thank You Kurt Wilson Stephanie Evergreen