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

2. KARL INTRO Google Analytics Goldmine of Free Evaluation Data Kurt Wilson

3. Brief Google Analytics Introduction Visitor Overview: Wide

4. Brief Google Analytics Introduction Visitor Overview: Close

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

6. 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

7. 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

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

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

10. Are people using our resources? Content Drill Down: Wide

11. Are people using our resources? Excel Graph using Exported Data

12. Are people using our resources? Content Drill Down: Wide

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

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

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

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

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

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

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

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

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

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

23. KARL INTRO So What, Social Media? Stephanie Evergreen

24. 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

25. Lurk # followers # fans # views # views ActivitiesLurk

26. Twitter “handle” # followers

27. Lurk

28. Howlonghaveyoubeenontwitter.com

29. Lurk Howlonghaveyoubeenontwitter.com 84 followers ÷ 15 months = 5.6 followers/month

30. Lurk Howlonghaveyoubeenontwitter.com 84 followers ÷ 15 months = 5.6 followers/month 122 followers ÷ 21.4 months = 5.7 followers/month

31. Lurk # fans

32. Lurk

33. # views

34. Lurk # views

35. Participate # retweets # likes # trackbacks # subscribers ActivitiesLurkParticipate

36. # retweets

37. Participate # likes

38. Participate # likes

39. Participate # trackbacks

40. Participate # subscribers

41. Engagement # comments Types of comments Relevant followers ActivitiesLurkParticipateEngage

42. Relevant followers

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

44. Engage Relevant followers

45. Engage High influencer

46. Engage # comments

47. Engage

49. # comments

50. Engage

53. neutral positive

54. Engage Positive Neutral Negative Types of Comments

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

56. Engage Control

57. Engage Control

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