red digital consulting great big story website analysis and strategy
TRANSCRIPT
Presented By RedDigital Consulting Amanda Lehrer, Ishana Gupta and Nikeeta Pamnani
Web Analytics, Spring 2016, Professor Rackoff, NYU School of Professional Studies 1
Presented By RedDigital Consulting
EXECUTIVE SUMMARY
◉ Video News Platform.
◉ Funded by CNN, but independently operated.
◉ Mantra/Slogan: ‘Feed Your Feed’
◉ Aims to create video that is appealing to millennials.
(urban-located, globally curious, 25 to 35 year-olds)
◉ Shareable on social networks
◉ Mobile-first, oriented platform
◉ Appropriate for native advertising
◉ Competitors: Buzzfeed, Vice.
◉ Selective audience to deliver content.
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Overall Business
Goal
Supporting Business Goals with KPI’s Provide Target Market with value which keeps them returning.
KPI ASSUMPTIONS
Measure Engagement
Retention
Type of Site
Informational
Target Market
●Male & Female,●25-35,●Urban Dwellers, ●Early Adopters,●Eclectic, ●Highly educated
Mobile Importance
Target Market, Market Trend Increase, Usage Statistics
Supports Native
Advertising Goals
ENGAGED
Intended Action?
Segmenting Users
What's Resonating
Content Consumed
TimePeriod for
Measurement
3 Months
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GOOGLE ANALYTICS GOALS & GBS FUNNEL
Bouncers $
Browsers $$
Engagers $$$
Loyalists $$$$$
Defined As: User On site for more than 1 minute
Defined As: Spent more than 2.5 mins
Defined As: Spent more than 5 minutes on site
Defined As: Spent over 10+ mins on site
Conversion Goal : Visited Site + Downloaded app Page Behavior Goal:Visit HomePage---> Returned New Session to HomePage → Subscribed → Visited App Store Page Other Goals: Subscribed to Email List, Session Duration, Downloaded App → Engagers 5
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KEY PERFORMANCE INDICATORS
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Referral Sources (Average session duration per referral source)
Time Spent on Site
Number of Shares/Engagement
New Vs. Returning Users1
2
3
4
5
6
7
8
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
Type of Device
Number of Subscribers
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New Vs. Returning
Users
Insight: Metric of engaged users. Indication of loyalty and site value. A step closer to becoming loyalists. Return users represent lead generation. Assumption: Increase in return users will indicate more value derived from site, by users. Increase in return visitors leads to creation of loyalists.
Brand EvangelistsValue for
advertisers & Traffic generator
Greater spend & interest from
advertiser$$$
Strategy/Tactics: Content strategy. behavioral remarketing through Adwords on mobile + social ads remarketing (FB), segmented action email- trigger based, app push notifications
GOAL
+10%
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Referral Sources (Average session duration per referral source)
Time Spent on Site
Number of Shares/Engagement
New Vs. Returning Users1
2
3
4
5
6
7
8
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
Type of device: Browser, speed, location, OS
Number of Subscribers
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Time Spent On Site
00:00:42
Strategy/Tactics:
Email campaigns (suggested content), website design (suggested videos/recommended content), predictive analytics, personalization
Insight: Tells engagement level and can provide basis for segmentation. Purpose: Identify key conversion metrics (create events)Assumption: Users who spend more time on site are more likely to become return users and then become loyalists. How to Measure: Tracking visit duration as a goal
SEGMENTATION CURRENT FUTURE
BOUNCERS > 42 seconds > 1:00
BROWSERS > 1.5 + min 1:00 – 2:50
ENGAGERS 1.5 – 5 min 2:50 – 5:00 +
LOYALIST 10 + min +5:00 & Become Return User
Metric Of Success:
< 2:50 on site
Bouncers $
Browsers $$
Engagers $$$
Loyalists $$$$$
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Referral Sources (Average session duration per referral source)
Time Spent on Site
Number of Shares/Virality & Engagement
New Vs. Returning Users1
2
4
5
6
7
8
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
Type of Device: Browser, speed, location, OS
Number of Subscribers
3
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Number of Shares/Virality
Strategy/Tactics:
Cross-channel marketing → Promote and infuse app across all other channels to create a seamless experience for users. Improve the app experience , share buttons, Snapchat, Vine/Vimeo, YouTube, Informs Content Strategy, live-streaming content (Periscope, FB LiveChat)
Insight From Metric: Most highly shared content represents the content that has the highest value for users + high virality → Engagement, virality.
Informs content strategy
Assumption: People who share are more likely to subscribe as people who like page.
CURRENT SHARES:
60 shares Per Video
FUTURE SHARES:
80 shares Per Video
*Apps that send in-app messages show 2-3.5x higher user retention and 27% more app launches than apps that do not. (1)
GOAL:
+ 20 SHARES
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Referral Sources (Average session duration per referral source)
Time Spent on Site
Number of Shares/Engagement
New Vs. Returning Users1
2
5
6
7
8
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of Use
Content Consumed
Demographics
Type of Device: Browser, speed, location, OS
Number of Subscribers
3
4
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REFERRAL SOURCE
Strategy/Tactics: Increase the % of spend on channel highest performing, through re-investment & revamp of content strategy.
Insight: To quantify value and segment user acquisition by channel to determine best future allocation of resources. Assumption: Sources which show the highest amount of users, and time spent per users per source, are worth more & high probability that this will result in ROI of spend on marketing in that source.Measurement of Success: Channel which has the highest return, should show an incremental increase conversions by < 2.5%Comparing Segments By Goal Conversion Rate, which is calculated by:
= Return Users / Overall Traffic Referred From Source
= Subscribers / Overall Traffic Referred From Source
Return Rate Per Segment = Return Users from Segment / Total Return Users
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Referral Sources (Average session duration per referral source)
Time Spent on Site
Number of Shares/Engagement
New Vs. Returning Users1
2
6
7
8
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics & Interest
Type of device: Browser, speed, location, OS
Number of Subscribers
3
4
5
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BOUNCE RATE
Strategy/Tactics: Retarget by suggesting related content (suggested videos), creating a series of content stories to keep the users engaged (storytelling)
Insight: Areas of weaknesses in content to improve upon to keep users engaged.
Assumption: High bounce rate → Low level of interest in the page, no value in
content for market.
GOAL:
- 10 %
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Referral Sources (Average session duration per referral source)
Time Spent on Site
Number of Shares/Engagement
New Vs. Returning Users1
2
7
8
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics & Interest
Type of device: Browser, speed, location, OS
Number of Subscribers
3
4
5
6
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App Downloads
Strategy/Tactics: In-app ads on other apps, provide a link to the app on various platforms, email campaign
Insight: Metric of engagement level of mobile users. Assumption: Greater Amounts of App Downloads → Engaged Users → Greater Customer Retention/CL. Segmentation of the target users is based on the type of device.
GOAL:
Increase visitors
completing the path
and downloading
the App
+5%
1. Visit GBS Homepage
2. Watch x video page3. Visit download
app now link 4. Link and visit the app page store
5. download App
5% of visitors fully complete the path
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Referral Sources (Average session duration per referral source)
Time Spent on Site
Number of Shares/Engagement
New Vs. Returning Users1
2
8
9
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of Use
Content Consumed
Demographics & Interest
Type of device: Browser, speed, location, OS
Number of Subscribers
3
4
5
6
7
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Frequency
Strategy/Tactics: In app notifications, send email triggers/notifications and triggers on social networks, snapchat stories (clip teasers).
Insight: Highly engaged users on the website will return more frequently, and will be worth more to the website in comparison to new or less frequent users.Assumption: Visiting the GBS website less than two times a week indicates low level of engagement.
GOAL:
Convert Browsers and
Engagers to Loyalists
Currently users average 2 visits per month
LOYALISTS
Visit 10- 15 times per month
ENGAGERS
Visit 3-9 times per month
BROWSERSVisit 1-2 times per month
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Referral Sources (Average session duration per referral source)
Time Spent on Site
Number of Shares/Engagement
New Vs. Returning Users1
2
9
10
11
12 Retention Rate
Bounce RateApp Downloads
Frequency of use
Content Consumed
Demographics
Type of device: Browser, speed, location, OS
Number of Subscribers
3
4
5
6
7
8
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Content Consumed
Insight:(Qualitative)Type of content consumed by the target market will inform the content strategy, understand what should be planned for future and give insights into what the target market is enjoying the most.
What resonates most with the target market?
Which categories are performing best?
What type of videos are more viral?
Type of content to produce for advertisers/native content?
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Referral Sources (Average session duration per referral source)
Time Spent on Site
Number of Shares/Engagement
New Vs. Returning Users1
2
10
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
Type of device: Browser, speed, location, OS
Number of Subscribers
3
4
5
6
7
8
9
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Demographics
Strategy/Tactics: Social sharing/native posting on networks like facebook and engagement on Instagram, Snapchat, Twitter, Social influencers, User generated content, referral based targeting, Featured App
Assumption: We will assume that we are reaching, and are most visited, by the target market:
◉Males and Females◉Ages of 25-35◉Live in Major Cities◉Early Adopters and Innovators◉Predominantly creatives in their profession or secondary jobs.◉Have some form of post high school schooling.◉Technologically savvy◉Get their news from other places than native sites.
Insight: Reaching intended target market. To know who are the majority of users. Time of Day: Measuring the time of day the website has the greatest lift in traffic (in the target market) will help determine when the best time to push out content, notifications and schedule related marketing tactics for optimal retention Other Important Demographics: Age, Occupation, Location, Device, Education Level,
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Referral Sources (Average session duration per referral source)
Time Spent on Site
Number of Shares/Engagement
New Vs. Returning Users1
2
11
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
Type of device: Browser, speed, location, OS
Number of Subscribers
3
4
5
6
7
8
9
10
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Type of
Device
Strategy/Tactics: Push Notifications on the Mobile App, Cross-Platform Links to the website/App, Listing on Featured Apps on the App Store.
Insight: Information on consumer demographics, behavior of consumers and the way in which people are consuming content. More consumers are viewing and consuming content from GBS on mobile devices.Assumption: The frequency of visiting the GBS website/ app is highest for Mobile users.
GOAL:
+10% Increase
engagement on mobile
device
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Referral Sources (Average session duration per referral source)
Time Spent on Site
Number of Shares/Engagement
New Vs. Returning Users1
2
12 Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
Type of Device: Browser, speed, location, OS
Number of Subscribers
3
4
5
6
7
8
9
10
11
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Number of
Subscribers
Strategy/Tactics: Push Notifications on the Mobile App, Cross-Platform Links to the website/App, Listing on Featured Apps on the App Store.
GOAL:
+ 20%
Insight: New subscribers represent lead generation and an opportunity to segment users for personalized marketing which will result in greater retention.
Assumption: By increasing the number of new subscribers by 20% over the next 3 months, and by targeting the segment with specific remarketing and marketing, we will reduce churn and increase likelihood for users to become return users.
How to Measure: Tracking subscriber from completions as a goal
Visit Website
Subscribe to Email
Send Thank you/Welcome Email
Behavior Usage Triggers
Target Users on Social Channel
Measure behavior after 1 month for frequency of use
Measurement of
Success:
65%+ of Goal
28 RedDigital Grp.
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Referral Sources (Average session duration per referral source)
Time Spent on Site
Number of Shares/Engagement
New Vs. Returning Users1
2
Retention Rate
Bounce Rate
App Downloads
Frequency of use
Content Consumed
Demographics
Type of Device: Browser, speed, location, OS
Number of Subscribers
3
4
5
6
7
8
9
10
11
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Retention Rate
Insight: Avoid churn and keep return users highly engaged
Current Metric: 15% Retention
Future Metric: 20-25% Retention
*20% retention rate at 90 days is average across the mobile industry, and anything worth 25% is what you should strive to reach.
*At the end of 2015, across all industries, the average mobile app retention rate was 25% after 90 days.
Time Period: 3 Months/90 Days
*Across all industries, 75% of all app users churn within 90 days.
Retention Metric: User returns 6+ times or more in a month (# of sessions of return users) = Amt of users 6+ / All Return Users x 100
*Users who have enabled push messaging launch an app an average of 14.7 times per month, versus users who have not enabled push messages who will only launch an app 5.4 times per month
Tactics: → In-app messaging + push notifications (ALL MARKETING TACTICS)
*Currently, Media & Entertainment apps retain the most users on average, with a 24% retention rate post 90 days.
*See index for citing (http://info.localytics.com/blog/mobile-apps-whats-a-good-retention-rate)30 Presented By RedDigital Consulting
Marketing Tactics
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Content Strategy
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Coffee Sleeves
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Live Streaming
& User
Generated Content
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Outdoor Ad
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Time Line
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Live Streaming
Print/Outdoor:
SOCIAL MEDIA:
Content Strategy:
Coffee Sleeves:
Email:
TIMELINE
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Risk & Rewards
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KPI REWARD RISK
New Vs. Returning Users Generates traffic, greater spend and interest for advertisers.
Lose potential new users that could turn into return users.
Time spent on site Greater engagement level and be informed about the content preference of users.
Irrelevant content can lead to decrease in number of returning users.
Shares/ Engagement Rate More shares and engagement leading to increase in users.
The site becoming more ‘commercial’ and losing its core value.
Type of Device Targeted and personalized remarketing leading to an increase in return users.
Constant retargeting and interaction with the user on a regular basis might reduce the level of interest.
App Downloads Higher engagement, greater return users, easier to get demographics and user info.
Average app churn rate is 75% after 90 days.
Frequency of use Higher level of engagement. Updating new relevant content on a regular basis.
Number of subscribers Increase in the footfall or users. The focus shifting from gaining relevant users to increasing the count of subscribers.
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Finance
Cost estimate for different channels
1)Social media (50%) includes ads on:
◉Facebook (premium auto play ads - costing based on GRPs recorded by Nielsen Online Campaign Rating)◉Instagram (sponsored video ads)◉Twitter (promoted tweets costing between $0.50 to $4.00 per engagement)◉Snapchat (As a part of CNN on Discover) ◉Periscope
2) Outdoor (20%): Print ad on subway platforms costing $40,000 to cover 200 stations.
3) Email (10%): Email marketing and triggers
4) SEM (15%) - Adwords
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Conclusion
Our KPI’s were created with a clear understanding of GBS’s underlying goals towards cultivating a deeply engaged and highly targeted consumer.
→ Goal of creating and keeping a relationship underpinned all metrics.
●Creating engaged consumers means that we focus on retention over acquisition.●Retention should be maintained by a deep understanding of who your consumer is, where they are and what they want. (Demographics, Device, Referral Source, Bounce)●Considering the brand’s stage of market toddlership held by GBS, we felt it is vital to establish segments of users that are most important to focus. ●Focus efforts on creating a deeply engaging (time on site, visits, frequency) experience for users.●Organic connections and marketing to create loyalists is important for the nature of brand and to the specific niche target market.
By creating segmentation of the users and assigning the various users values, as well as dedicated KPIs, we will create a better way to manage analytical data captured about user
behavior and measure its results, in only the areas most important to GBS.
Future: At the next step we can begin to assign a monetary value to those engaged users to ascertain what the specific user behavior is of our most valuable consumers, and look to duplicate the strategy to acquire new customers.
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Results
Increase in Retention & Return rate
Increase in Engaged
users
Increase in Ad Spend
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Resources
➢ http://www.socialmediaexaminer.com/social-marketing-sales-funnel/ (Image s.17)
➢ http://www.searchenginejournal.com/5-tools-for-keyword-brainstorming/6874/
➢ http://nymag.com/nymetro/news/people/columns/intelligencer/15156/
➢ http://venturebeat.com/2013/06/04/how-96000-can-buy-you-a-top-10-ranking-in-the-u-s-app-store/
➢ http://mainpath.com/choosing-kpis-key-performance-indicators-goal-tracking-google-analytics/
➢ https://www.shopify.com/partners/blog/90656710-5-simple-google-analytics-reports-you-should-create-for-every-client
➢ Retention Slide Data http://info.localytics.com/blog/mobile-apps-whats-a-good-retention-rate
➢ http://www.fastcompany.com/3051812/cnn-launches-great-big-story-its-answer-to-vice-and-buzzfeed
➢ https://www2.deloitte.com/content/dam/Deloitte/in/Documents/technology-media-telecommunications/in-tmt-rise-of-on-demand-content.pdf
➢ https://creatoracademy.withgoogle.com/creatoracademy/page/course/analytics-series?ytref=all&hl=en
➢ https://www.appannie.com/apps/ios/app/great-big-story/details/
➢ http://blog.appannie.com/app-analytics-first-stores-then-ads-now-user-engagement
➢ http://socialmediaweek.org/blog/2016/03/great-big-story-built-successful-content-strategy-informed-data/ 43Presented By RedDigital Consulting