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WEBSITE ANALYTICS
Web analytics
Obtained via Google Analytics (GA) at
www.google.com/analytics
All date ranges Oct 19, 2011 to March 21, 2012 unless
otherwise indicated
All calculations are GA-based unless otherwise noted
Interpretation: Between launch and January 26th 2012, www.crowdoutaids.org received 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 take action.
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.
Interpretation: The Americas and Europe combined generated 60.25% of all traffic to the website.
Africa 16%
Americas 32%
Country
United States United Kingdom Canada Switzerland (not set) Nigeria India Kenya Japan Mexico France Australia Germany Netherlands Nepal South Africa Spain Indonesia Philippines Norway Tunisia Brazil Italy Russia Thailand
Unique visits
7,513 3,709 2,656 1,893 1,713 1,497 1,120 833 789 703 682 620 562 539 528 527 524 500 478 454 443 421 398 398 398
Referral 63%
Interpretation: Referred traffic (i.e. traffic to the CoA website via other websites) 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%).
NOTE
The following slides are intended to provide A SNAPSHOT of
the website.
Further analysis can be done to assess the extent to which
social 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 and
various methodological considerations that require brief consultation between M&E and project coordination.
Interpretation: The top 25 referring sites account for 20,415 visits to the website (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%).
Interpretation: Facebook and Twitter emerged as the main sources of social media 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
0 Africa English Africa French America Latina Asia Pacific Eastern Europe Central Asia Middle East North Africa North Portugal Main pageCampaign America Brazil Overall Central Europe
Regional Breakdown
Page name 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 Posts n 170 135 106 81 55 135 161 41 80 964 n 91 108 68 57 44 111 129 39 59 706 Facilitator % of total 53.53 80 64.15 70.37 80 82.22 80.12 95.12 73.75 73.24 n 294 165 219 174 40 160 135 32 95 1314 Likes average per post 1.73 1.22 2.07 2.15 0.73 1.19 0.84 0.78 1.19 1.36 Comments average per n post 357 2.1 410 3.04 266 2.51 337 4.16 45 0.82 285 2.11 228 1.42 310 7.56 19 2257 0.24 2.34
Interpretation: Facilitator posts accounted for more than 50% of posts on all pages. Comments exceeded likes on every page except the campaign main page. In other words, more active vs. passive participation was seen on all CoA pages. In the case of Portugal Brazil and Africa French, comment rates more than doubled liking rates. Taken together, these data describe a scenario where facilitators were key to initiating conversation but that participants were willing to engage in a more substantive vs. superficial manner when given the opportunity.
Popular content
Conversation drivers
email 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 to
determine the extent and and nature of traffic to the site via specific sources (esp. social media platforms, blogs, and other promotional media)