Digital Storytelling: Teaching Writing Through Digital Storytelling
Analytics and Digital Storytelling
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Transcript of Analytics and Digital Storytelling
Analytics and Storytelling
WednesdaySeptember 28, 2016
• 45 minute webinar + 15 minutes for questions and answers • Ask questions through the Zoom Control Panel • Tweet during the webinar with #mStonerNow • Please fill out the post-webinar evaluation • Check your inbox on Friday for the webinar recording and slide deck
The Plan
Voltaire Santos Miran Co-Founder and CEO
@vsantosmiran
Greg Zguta Technical Lead
@gzguta
I’ll take Originsfor
two books,please.
The Question:
What was the name of the product Google gobbled up in order to make what we now know as Google Analytics?
The Goal
We want to equip you to use measurement and analysis tools to make smart decisions about how you tell your stories.
Agenda1. Components of a Digital Story
2. The Principles
3. Tools and Techniques
4. The Punchline
5. Questions
The Components
Visual Design
Structured Content
Integrated Media
Engagement Opportunities
Technology Infrastructure
Five Components of Digital Stories
Visual Design• Beautiful interfaces that encourage reading • Thoughtful consideration of layout flexibility in regard to
viewport size and content load times • Touch-optimized content interactions • Micro-interactions • Sufficient clear space to allow focus on the text
Component 1:
Structured Content
• Atomic units of information • Metadata and keyword plan to support search
engine optimization (SEO) • Tagging and taxonomy • Associated social posts and promotions
Component 2:
Integrated Media
• Photography • Video • Audio • Data visualization (infographics)
Component 3:
Engagement Opportunities• Calls-to-action (CTA) • Commenting/reader contributions • Ability to share and amplify through social media • Opportunities to follow the story through mobile push
alerts and email updates • Subscription opportunities (podcasts, playlists)
Component 4:
Technology• Content management system (CMS) • Cloud-based collaboration tools • Experimentation capability to optimize content based on
audience behavior • Analytics framework
Component 5:
“Far too often for writers and editors the story is done when you hit publish.
At The Huffington Post, the article begins its life when you hit publish.”
Paul Berry, The Huffington Post
The Principles
Begin at the beginning.Analytics planning begins when the story planning begins, not when the story goes live.
Involve your team.Analytics is a team sport. Your team will want to know how the story performed as a whole, and members will want to find out how well their particular contributions performed. Who’s “the team?”
• Strategist • Writer • Editor • Designer
• Photographer • Videographer • Social Media Specialist • Developer
• Analytics Specialist • Project Manager
Experiment.Don’t be afraid to try new things. Often, there’s no “right” answer and several “great” options.
Measure everything.With every facet of the story you produce, ask yourself how you’ll be able to get feedback to refine and improve your efforts.
Turn data into insights.Too often, we end our analytics efforts at data collection. Improvement depends on actually examining the data, drawing conclusions, generating additional questions, refining, and testing. Rinse. Repeat.
Tools and Techniques
Simo Ahava, senior data advocate at Reaktor, Google developer expert for Google Analytics
“Data quality is directly proportional to how well the data collection
mechanism is understood.”
http://www.simoahava.com
John Muir, Naturalist
“Over-civilized people are beginning to find out that going
to the mountains is going home.”
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Case Study - REI
• #OptOutside • Encouraged people to go outdoors on Black Friday 2015 • Touched all the bases:
• Used photos, video, social, interactivity • Goals: reinforce brand identity and encourage more
people to shop at REI in the long-term • REI plans to launch a 2016 version of the campaign
http://optoutside.rei.com
Four steps to storytelling analytics:
Plan
1Implement
2Promote
3Assess
4
Plan
1Who is the audience? What is the technology?What to measure?
2 3
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Step 1:
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Google Analytics GoalsGoals are created within the Google Analytics admin area. Each view may have its own goals. Goal types are as follows:
• Destination (URL) • Duration (time on site) • Pages/Screens per session • Event • Smart Goals (new, for AdWords users)
The most useful goal types are destination and event goals.
Step 1: Plan
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Possible Conversions• Business goals
• Attend event • Inquire • Give
• Storytelling goals • Share • Interact (comment, contribute) • Engage
• Determine how to measure with Google Analytics goals (conversions)
Step 1: Plan
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Engagement Metrics
Typical:
• Time on page • Session duration • Pages/session • Bounce rate • Pageviews • Social sharing
Additional:
• Event tracking • CTA • Referrals or next steps • Commenting
Step 1: Plan
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Interactive Features
• Slideshows • Video • Filters • Forms • Scrolling • CTA buttons • Infographics • Data visualizations
Step 1: Plan
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URL Strategy
• Redirects • SEO • Vanity URLs • Google Analytics campaigns
Step 1: Plan
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Tagging and Taxonomy
• SEO Metadata • Open Graph tags • Tagging content for re-use
Step 1: Plan
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Promotion Strategy
• Social • Google Analytics Campaigns • Publishing • Syndication
Step 1: Plan
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Tools
1. Google Analytics
2. A/B Testing (Google Optimize, Optimizely, Unbounce, and more)
3. Heatmaps (CrazyEgg, Hotjar, and more)
4. Social (Hootsuite, Sprout Social, Facebook, Twitter, and YouTube analytics)
Step 1: Plan
Implement
1Enable event tracking. Test.Install tracking code.
2 3
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Step 2:
Install Tracking Code
• Place tracking code on pages • Create goals • Plan for subdomain tracking • Create views and segments • Google Tag Manager configuration (if applicable)
Step 2: Implement
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Event Tracking: OverviewStep 2: Implement
Event Tracking requires additional configuration in your website tracking code using Javascript or Google Tag Manager. You provide the following for each event. The terms you use become part of the reporting.
• Category - example: “Map” • Action - example: “Data point view” or “Filter” • Label - example: title of the data point displayed or map filter selected • Value - a numeric value (either $$$ or simply a weighted measure of the relative value of this
event)
Note: By default, events count as interactions which will serve to decrease bounce rate.
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Event Tracking: Common Uses• Carousel interactions • Expanding/collapsing accordion
content • Tabbed content sections • Interactive, in-page features like a map
• Social sharing • File downloads • Scroll reach • Video play • Lightbox content
Step 2: Implement
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Test in Google Analytics
Promote
1Experiment. Report and analyze.Deploy campaigns.
2 3
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Step 3:
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Campaigns: OverviewFor most stories:
• Email newsletters • Social media sharing
Other opportunities: • Print • Billboards • Online advertising • Vanity URLs • Any marketing effort for which you share
URLs and wish to isolate results
Step 3: Promote
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Campaigns: ImplementationStep 3: Promote
• Use Campaign URL Builder to create campaign URLs • https://ga-dev-tools.appspot.com/campaign-url-builder/
• Plan terms used for campaign name, source, and medium, and optional term and content fields
• Data labels will appear within Google Analytics reports. • Consider a spreadsheet to track campaign attributes and URLs • Consider a URL shortener or server redirects to map friendly URLs for
marketing to trackable campaign URLs generated by the URL Builder
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A/B TestingTest against key metrics:
• Headlines that result in more traffic • Button labels that generate more conversions • Images that result in higher engagement
* Some A/B testing may be on pages that lead visitors to your story, or campaign activities aimed at driving traffic.
Step 3: Promote
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Report and AnalyzeCommon reports:
• Top content • Referrals • Event tracking • Conversions
Areas to explore: • Site search • Segments
• Based on visitors to a campaign • Applied to multiple reports
• Use of secondary dimensions • Time-period comparisons
Step 3: Promote
Assess
1Recommend changes. Repeat.Analyze and draw
insights.
2 3
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Step 4:
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Distribution metrics
How many people interacted with the story?
• Unique visitors • Page views • Referrals • Event-tracking clicks
Step 4: Assess
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Engagement Metrics
Did the visitors stay to read the entire story?
• Time on page • Pages per session • Session duration • Heat maps • Video metrics • Event tracking
Step 4: Assess
53
Social Metrics
Do people share the story?
• Email • Tweets • Facebook likes • Referral sources
Step 4: Assess
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Archive• Ensure story URLs remain valid • Allow people to keep sharing • Keep tracking analytics • Plan for future content reuse
Step 4: Assess
The Punchline
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The ResultsREI reported: • 6.7 billion media impressions • 1.2 billion social impressions • More than 1.4 million people spending the day outdoors • 150 additional companies joining REI to close their doors on Black Friday • Hundreds of state parks that opened up for free • 90 percent increase in retail applications in the fourth quarter • 9.3 percent increase in revenue • 7 percent increase in comparable store sales • 23 percent uptick in digital sales
“Part of this job is about storytelling, but when you can take an action and show people rather than just telling
them, it can be really powerful.”
Ben Steele, Senior VP and CCO, REI
“REI's decision reflects its fundamental empathy for its customers, who have
zero desire to stand in line for the best deal on a gorgeous fall Friday.”
Charles Trevail, CEO, C Space
Your whole story will be greater than the sum of its parts.
“There’s no true way to measure reputational boost … we are telling better stories, and we have better
stories to tell.”
True Story
Our Storytelling Series Team
Ben Conley Visual/UX Designer
Abby McLean Visual/UX Designer
Fran Zablocki Information Architect
Soni Oliver Visual/UX Designer
Joel Pattison Director of Strategy
Greg Zguta Technologist
Voltaire Santos Miran
Co-Founder and CEO
@vsantosmiran
312.420.6778 [email protected]
Mallory Wood Director of Marketing
@mallorywood
802.457.9234 [email protected]
Resources
• Take a Deep Dive: Google Analytics and Tag Manager http://mstnr.me/AnalyticsSeries2016
• Register: Accessibility for Digital Storytellinghttp://mstnr.me/AccessibilityWebinar16
Greg Zguta Technical Lead
@gzguta
314.884.1803
Questions & Answers