Final Project

Digital Analytics

Represent.US    

Victória Edelstein

Represent.Us - understanding of the company, their goals, what KPI's they should track.  

“Represent.Us is a fiercely non-partisan movement to pass tough anti-corruption laws in cities and states across America, and end the legalized corruption that has come to define modern politics. “

The movement is trying to collect money from people that are interested in breaking up with government corruption. They are not affiliated with any party, and they ask money to keep fighting for what they believe. On their website they provide 5 steps:

So basically to achieve all these steps they need volunteers, people donating, people talking about them, spreading to the world and they also have an online shop.  

Some KPI’S they should track are: Number of users that while doing the donation give up in the middle, so then they can also identify which page they stop, to solve the problem and be more successful; Which Social Media and type of post generate more volunteers

1 – SEO Analysis (keyword research)

•  us government •  what is corruption •  Corruption •  anti-corruption •  represent us •  government problems •  Fraud •  united states economy •  corruption in america

Using Google Keyword Planner, it is possible to determine keywords for Represent.US, SEO. That means, when searching on Google, people usually use these words, so for a SEO it is important to identify them because they represent the Organic Search. Follow the 9 keywords and their Average Monthly Searches: •  us government - 18100 •  what is corruption - 1000 •  Corruption - 18100 •  anti-corruption - 480 •  represent us - 1000 •  government problems - 210 •  Fraud - 33100 •  united states economy - 2400 •  corruption in America - 720

     

Social  Media  Analysis  

First consideration:

First, it is important to mention that according to Represent.US data from Facebook insights, their page is a mix of Links, Photos and Videos, however they present more photos. They post more than one time per day and they have good numbers of likes and shares. They also have a lot of comments but it is the lowest number. They post more during the morning and afternoon, between 6am and 4pm.

Was there a specific month when social media metrics was better or worse? Why or why not?

 Based on the metrics provided, we can see that on May less posts were made, then that is why they had less comments, likes and shares. Even though they only posted 68 times on May, the number of Likes and Shares comparing with April that had 92 posts were very high. For example, they presented 104.440 shares in 68 posts, while in 92 post the number was almost the same: 130.616.

The number of comments on April was very high, way better than the other two months. March didn’t show a good number of comments, however it had a very good number of likes and shares, bigger than April, that as having more post, it was supposed to present bigger numbers.

Was there a specific time of the day when metrics was better or worse? Why or why not?

According to the data provided is possible to identify that there is not a specific time of the day when metrics was better or worse. Numbers are pretty varied. Sometimes they presented a very good number at 7am while in the other day it was lower.

With these two examples we can see that times that are almost the same showed numbers very different. It is also important to mention that the type of post were different in the first two days, the first one was video and the second one photo. On the other hand the last two days both posts were photo. So better metrics will be showed when the content of the post is better and attract more people.

Was there a specific type of post when metric was better or worse? Why or why not? (Photo vs. links)

Analyzing the data it is possible to identify that posts present different metrics. For example, there are photos that has a very high number, others a very low number. Links are almost the same, but they present a lower number than photos.

As we don’t have a lot a videos is not possible to totally compare with photos, but we can see that they also show high and low numbers, however, they still have lower numbers than photos.

Example of posts

Shares:  456  

Shares:  627  

Shares:  479  

Here we have three examples of posts, photo, link and video. We can see that the photo and link has a lot of likes. Even thought the video does not show many likes, it has a lot of views, which is also very important. All of them were post in different times; the link and the video were posted almost at the same time and they present different numbers.

Look at the other tabs in the FB insights data and see if you can find out more information

It is possible to identify the number of clicks in the links, photos views, video play and other clicks. First, the numbers of videos played vary with the type of post; for example, all the videos had 59033 plays, while links with videos had only 73. The link clicks also vary; some photos have a lot of click, while others just a little bit - the same happens with the links.

Moreover, we can see that numbers of unlike page clicks and report spam clicks are very low, that is a positive point.

Using Lifetime: The number of people who clicked anywhere in your post, by type

What KPI's you would recommend for Represent.US social team to track?

I would recommend that Represent.US tracked the number of video views per likes, number of shares per comment and number of likes per followers.

Twitter is still a very important Social Media, however they do not present a high number of sessions and the number of Bounce Rate is higher than the Facebook. That means, they should improve their Twitter, and make sure they follow more people. The number of followers is not so good and they follow very few people. Furthermore, they do not post a lot of photos or videos; they post more links, which people sometimes don’t get interested because there is nothing calling their attention.

Nowadays, videos are very important in Social Media world; as they present a low number of Bounce Rate (69.47%) comparing with the others, it is very important to improve YouTube.

Their Organic Search does not represent a good number on its Sessions, so that is why they should improve it with the keywords provided previously

Site Analysis   

Going through the data from Google Analytics is possible to identify that Social Media has the biggest impact; Facebook has very good numbers however the level of Bounce Rate is 83.16%, that is considered a high number. To improve it, Represent.US should use Facebook posts to reaffirm that the website is worth it and people should take a look on it.

Final Recommendations

Based on everything we saw on Represent.US analysis, I believe they should keep improving their Social Media, because nowadays it is the most input source, so they can find more volunteers in it. Also they could try to join movements around the world that have the same idea and create a big campaign. When you are seen as a big movement that is spread all around the world, more people believe and feel the desire to help.

For SEO, it is important to improve keywords and use more campaigns on Social Media to attract more followers.

Their website is very good, with a lot of explanation and very easy to navigate. However I understand that they should make more aware the buttons to click to donate, as it is the thing they want most.