WEBSITES THAT WORK: BUILDING AND QUANTIFYING YOUR SUCCESS
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- Gabriel Simon
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1 WEBSITES THAT WORK: BUILDING AND QUANTIFYING YOUR SUCCESS
2 State of the Art Lunch Every Thursday (and frequently more) for the last 5 years Check in on the state of each other s artistic pursuits Talk about the changing art/media landscape, what s next Keep each other inspired, accountable and on track
3 In Order For Your Site To Work For You, You Have To Give It A Job What do you need your site to do? Organization s goals? Teach people who you are, what you care about, what you do, who you serve, why you do what you do? Connect you with your people, community, tribe, compatriots? Help serve your community, members, followers? Facilitate sharing, interaction, congregation? Provide curated information? Insider news? Vicarious identity? Give people access to and showcase your art, artists? Showcase, archive, translate, interpret your art, artists? Be an archive? Provide a way to participate in what you re doing? A way to engage and support you? Tell your story? Engage your audience? Help you stand out? Inspire donations? Sell products? Process transactions? Quantify engagement? Justify resources? Make your boss happy?
4 What Do You Need Your Site To Do? Write down some things you d love your site to do for you. A big lofty, idealistic, world-changing, meaningful dream? A purely practical, transactional, technical thing? A message for it to convey? A story to tell? A type of person to attract, inspire, engage? A financial goal, campaign or ongoing challenge?
5 Jason J Molin Singer/songwriter, performer, photographer, doodler Digital Media Manager at UT s Division of Diversity and Community Engagement
6 Zilker Trail of Lights
7 Sundaysong Singalong
8 J s Strategies (jobs my site can help with) Make great art (original, poetic, spiritual songs) Put on beautiful shows in gorgeous outdoor spaces (that few musicians consider) Create a community, lead singalongs on 1st Sundays (folksong church) Compliment my music with my photography and drawings (for a personal, authentic touch) Give my music away (have merch for sale) Find patrons for songs and backers for albums Have a deep, direct relationship with fans online through , my site, and social media
9 What Work Do I Need My Sites To Do? Give people access to me and my art Showcase my songs, pictures, posts Make it easy to get in touch with or follow me, get my updates Facilitate a relationship, mediated intimacy, authenticity Get people to my shows locally and globally Attract and inspire attendance, participation Notify people about them, RSVP, attend in person Attend them later digitally via media scraps and recaps Give supporters a reason and a way to show support Pledges for songs and projects Buy merchandise
10 J s Online Channels jasonmolin.net (my music, photos, journal, drawings, etc.) Monthly newsletter (of blog highlights) (gig announcements) Facebook (particularly events) Soundcloud (my musical output) Patreon (patrons fund songwriting) Kickstarter (supporters fund albums) YouTube (videos from gigs, studio songs) Instagram and Flickr (sharing and archiving images)
11
12 Which Sites Work For Me (#s that matter) # visits to jasonmolin.net # of $3 & $5/month sustaining patrons at Patreon.com # of $20, $50, & $100 backers at Kickstarter.com # of people on my subscription and gig lists (& # of people who open my s, clicked links) # of respondents to my s, posts, questions # of people who RSVP for gigs at Facebook Events, occasionally comments on posts # of plays, shares, downloads on Soundcloud
13 J s Job Create, maintain and support 60+ sites for the organizations and initiatives within UT s Division of Diversity and Community Engagement (mostly Wordpress, some Drupal) Format and send daily events information, weekly newsletters to 300+ people in division, monthly newsletters to community Train people to manager their own sites and associated channels, web presences
14 J s Team Channels Division homepage: utexas.edu/diversity News blog: ddce.utexas.edu/news Daily invites, weekly internal and monthly external newsletters Facebook page: facebook.com/utddce Flickr for pictures YouTube for videos Eventbrite for event RSVPs
15 J s Team Metrics # of hits to our news blog (weekly analytics report) # open rate for our s and newsletters # of RSVPs for events Conclusion: Bosses like numbers.
16 Intro to Google Analytics
17 How To Install The Tracking Code It s a piece of code that needs to go into the header of the code on your website Go to one of these tutorials Set up the web tracking code how-to from Google support: Video:
18 How To Access Reports Login to Signup for a weekly
19 What It Actually Measures Computers interacting with computers Sessions of activity, browsers following a path through your website User behavior is extrapolated from digital trails Analytics reports are one set of clues in your detectivework to understanding your user s behavior
20 Earl Lunquist Photographer, videographer, writer Digital Strategist, Texas Department of Agriculture
21 Birds for Alex
22 Seven Years of Falling
23 Earls job, team, channels TDA team: 5 with Director Channels: Facebook, Twitter, Instagram and YouTube Challenges: Funding, Time, Old Structure with Media Successes: Videos, Posts = Numbers
24 Google Justifies My Existence The power of metrics: Data for decision making.
25 Analytics Overview
26 Activity
27 Mobile Matters
28 Drilldown: All Pages
29 People Scan Pages in an F-Shape
30 Start By Monitoring (your site w Google Analytics) Monitor: Just start tracking, paying attention to the #s available to you. Notice what s working. Use reports to demonstrate worth. Correlate: Start making little hypotheses about what is working, when, why. Use correlations to justify decisions, resources. Amplify: Can you deliver more on popular content, create a content schedule that amplifies what s working? Create a content strategy.
31 Monitoring Questions What is your most popular content? Why? How long are people on your site? Why? What search terms are leading people to you? What are the demographics? Age, location, etc. How much traffic is mobile? Where are people interacting? How can mobile experience be enhanced? What are people coming to your site to do? How are people getting there?
32 Move To Actively Testing Articulate what actions you want your community to take, i.e.. Conversions. Prioritize conversion goals. Study your audience s experiences and how, when, where they are making decisions Build experiences that improve your odds of the audience choosing you.
33 Start By Monitoring (your social networks with built-in metrics) Facebook has Insights and Your Weekly Page update Twitter has Twitter Analytics: Most social networks give you some way to track views, engagement SumAll to gather reports across networks
34 TDA Facebook Page
35 Facebook Insights
36 Resources I ve posted this presentation on Slideshare and embedded with a few notes at
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