UNIVERSITY COMMUNICATIONS ANALYTICS SEPTEMBER 2016

Transcription

1 UNIVERSITY COMMUNICATIONS ANALYTICS SEPTEMBER 2016

2 VIRGINIA.EDU

3 TOP TRAFFIC SOURCES Google and Direct traffic consistently drive the majority of traffic to the homepage. In September 2016, Google and Direct traffic accounted for 90% of all pageviews on the homepage. OTHER 10% OTHER 10% GOOGLE 27% FY 2017 YTD DIRECT 63% GOOGLE 29% SEPT 2016 DIRECT 61%

4 TOP PAGES VISITED PAGEVIEWS Homepage Schools' Landing Page Start Here Undergraduate Studies Undergraduate Majors Current Students Page Faculty/Staff Resource Page Graduate Studies Athletics Academics Landing Page The homepage is the most visited page within virginia.edu, which accounts for 55% of all pageviews in September. Second to the homepage, the most visited page is the Schools Landing Page. 1% 2% 2% ZXcZXC 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 2% 2% 2% 2% 2% 3% % OF TOTAL 55% ZXcZXC 625, , ,000

5 UVA TODAY

6 AVERAGE PAGEVIEWS PER MONTH UVA TODAY SITE PERFORMANCE Average monthly pageviews on UVA Today continues to increase year over year. Average monthly pageviews in FY 2017 (YTD) are more than twice the average monthly pageviews in FY , , , , ,580 PAGEVIEWS 400, , , , ,448 PAGEVIEWS 304,909 PAGEVIEWS 0 FY 2015 FY 2016 FY 2017 SOURCE: Google Analytics

7 UVA TODAY TRAFFIC Social media continues to drive the most traffic to UVA Today, accounting for 67% of top traffic sources in FY 2017 (to date). DAILY REPORT 8% ORGANIC 6% DIRECT 9% UVA HOMEPAGE 2% OTHER 8% FY 2017 YTD SOCIAL MEDIA 67% UVA HOMEPAGE 5% DIRECT 6% ORGANIC 16% OTHER 11% SEPT 2016 SOCIAL MEDIA 40% DAILY REPORT 22% SOURCE: Google Analytics

8 STORY PERFORMANCE THIS MONTH In September 2016, University Communications published and promoted 76 stories. TOP STORIES SEPTEMBER 2016 STORY TITLE BYLINE PAGEVIEWS 1. AMONG THE NATION S ELITE: U.S. NEWS GIVES UVA NO. 2 PUBLIC UNIVERSITY RANKING Kaylyn Christopher 33, ACCOLADES: UVA GARNERS TOP-10 NATIONAL RANKING Dan Heuchert 16, ROTUNDA TO DISPLAY ITS GLORY ONCE AGAIN McGregor McCance, Erik Duda 14, LARGEST-EVER STUDY REVEALS ENVIRONMENTAL IMPACT OF GENETICALLY MODIFIED CROPS Caroline Newman 8, THE GOOD LIFE: PHILOSOPHER EXPLORES THE VARIED HUMAN CONDITION Katie McNally 7, GETTING TO KNOW GROUNDS: ALUMNI SHARE THEIR FAVORITE PLACES AT UVA Kelly Kauffman 6, IN MEMORIAM: JOHN C. HERR, UVA CHAMPION OF TRANSLATIONAL RESEARCH Anne Bromley 4, SABATO S $2 MILLION GIFT KICKS OFF CENTER FOR POLITICS EXPANSION CAMPAIGN Katie McNally 4, $40 MILLION GIFT TO ARTS & SCIENCES KICKS OFF VARIETY OF CURRICULAR INITIATIVES John Carfagno 3, THE DOCTOR IS IN: ONLINE ANXIETY THERAPY HELPS PATIENTS AND RESEARCHERS Jane Kelly 3, EXPERIMENTAL DRUG COULD STOP MELANOMA, UVA RESEARCH SUGGESTS Josh Barney 3, SULLIVAN: UVA EMBARKING ON SOMETHING VERY GREAT AND VERY NEW Kaylyn Christopher 3, A RACE TO LEARN* Jane Kelly, Sanjay Suchak 3, SEARCH FOR TRUTH: 10 UVA RESEARCH PROJECTS IN ACTION Rob Seal 3, UVA S HUMAN/TIES FESTIVAL PUTTING SPOTLIGHT ON HUMANITIES Lorenzo Perez 2, Q&A: ALUMNA LANDS BOOK, MOVIE DEAL FOR UNTOLD STORY OF NASA MATHEMATICIANS Caroline Newman 2, SHIRLEY MACLAINE, LIV ULLMANN AND WERNER HERZOG HEADLINE 2016 FILM FESTIVAL John Kelly 2, BOARD OF VISITORS APPROVES FIRST PROJECTS SUPPORTED BY STRATEGIC INVESTMENT FUND Caroline Newman 2, KIDS FIRST: HOW TO PUT CHILDREN AHEAD OF BROKEN RELATIONSHIPS Jane Kelly 2, SPY STORIES: HOW A UVA TEACHER HELPED THE CIA RECOVER FROM BETRAYAL Jane Kelly 2,401 SOURCES: Google Analytics, Apple News

9 SOCIAL MEDIA

10 SOCIAL MEDIA FOLLOWERS Follower size on social media continues to increase steadily across all platforms. SOCIAL MEDIA FOLLOWERS *SNAPCHAT INSTAGRAM TWITTER FACEBOOK 300, , , ,000 % CHANGE SINCE % +79% +26% +23% *Snapchat followers are estimated by dividing average starting views by 66%, the percentage of users who check Snapchat on a regular basis. This calculation roughly accounts for followers who did not see the post because they were not logged in to Snapchat at the time of the post. 100,000 50,000 Sep 2015 Nov 2015 Jan 2016 Mar 2016 May 2016 July 2016 Sep 2016 SEP ,077 26,463 48, ,685 SEP ,611 47,496 61, ,455

11 MOST ENGAGING POSTS FACEBOOK 7% ENGAGEMENT RATE 10,919 LIKES 520 COMMENTS 1,481 SHARES 16,730 LINK CLICKS INSTAGRAM 9% ENGAGEMENT RATE 4,233 LIKES 60 COMMENTS TWITTER 6% ENGAGEMENT RATE 176 LIKES 2 COMMENTS ( REPLIES ) 167 SHARES ( RETWEETS ) 463 URL CLICKS

12 VIDEO CONSUMPTION

13 PERFORMANCE OF VIDEOS PRODUCED THIS QUARTER In the first quarter of 2017, we earned more than 515,000 views for the 10 videos produced. VIDEO TITLE The Rotunda video 119,204 views PRODUCER TOTAL VIEWS 1. The Rotunda Erik; Vinny 119, The Rotunda in 360 Erik; Vinny 105, UVA Move-In Erik; Vinny 91, Endless Pursuit 2.0 Erik; Vinny 64, Plight of the Bumblebees Mitch 38, A Race to Learn Sanjay 31, UVA Orientation Vinny 31, Dominica Erik 15, Republican National Convention Mitch 13, Commonwealth of Virginia Campaign Vinny 5,373 TOTAL 515,923

14 MEDIA SENTIMENT

15 TOTAL MEDIA SENTIMENT BY TONE MEDIA MENTIONS 350, ,000 Positive/neutral media mentions consistently exceed negative media mentions. Negative media mentions are the lowest they have been in the past two years. POSITIVE/NEUTRAL NEGATIVE 250, , ,000 *Total media sentiment is measured by Cision as a total impact score. This score is based on a tone assignment (positive, negative, neutral) to media mentions and assigns a weight to each mention based on its level of influence. Unlike a count of mentions, Cision s total impact score applies a tier multiplier to each mention based on the size and quality of the media outlet that mentioned our keyword ( University of Virginia ). 100,000 50,000 Sep 2015 Oct 2015 Nov 2015 Dec 2015 Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016 June 2016 July 2016 Aug 2016 Sep 2016 Source: Cision media monitoring service.

16 MEDIA SENTIMENT YEAR OVER YEAR To date, media sentiment is more positive/neutral in fiscal year 2017 than it was in fiscal year BREAKDOWN OF MEDIA SENTIMENT Positive/Neutral 65% FY 2016 Negative 35% Positive/Neutral 75% FY 2017 Negative 25% *Total media sentiment is measured by Cision as a total impact score. This score is based on a tone assignment (positive, negative, neutral) to media mentions and assigns a weight to each mention based on its level of influence. Unlike a count of mentions, Cision s total impact score applies a tier multiplier to each mention based on the size and quality of the media outlet that mentioned our keyword ( University of Virginia ). Mentions in larger, more prestigious outlets ( Tier 1 ) are weighted more heavily than smaller, less prestigious outlets ( Tier 3 ) when calculating the total impact score. Source: Cision media monitoring service.

17 HIGHLIGHTS OF NATIONAL COVERAGE The University of Virginia is frequently cited in national media. The following represents a selection of national media coverage from September Identity Politics Run Amok The New York Times / September 2 Trump claims the rich benefit from immigration while everyone else suffers. Doctors get cheap nannies, everyone else gets the shaft. This is false, too. The fact is, a vast majority of Americans benefit. A study by John McLaren of U.Va. and Gihoon Hong of Indiana University found that each new immigrant produced about 1.2 new jobs, because immigrants are producers and consumers and increase overall economic activity. UVA Professor Finds Opioid Overdose Deaths May Be Under Reported Roanoke Times / September 5 In the past two years, drug overdoses have become more common and more deadly, with more than six out of 10 deaths involving opioids such as heroin and prescription pain relievers the Centers for Disease Control and Prevention says. A University of Virginia professor thinks the opiate problem is probably even more prevalent than is officially known. Sabato Gives $2 Million Gift to UVA to Expand Center for Politics Times-Dispatch / September 6 The University of Virginia will receive a $2 million gift from politics professor Larry Sabato to launch a $30 million expansion of the Center for Politics. Sabato, the center s founding director, said Tuesday that the fundraising initiative will expand the physical space as the well as provide endowments to support educational programs that further the center s mission of civic education and participation. Professor: Skip the Bacon and Help Save the Chesapeake Bay Associated Press / September 9 An environmental sciences professor says eating less meat can help the Chesapeake Bay. James Galloway of the University of Virginia says that farm animal waste is a big part of the nitrogen runoff that depletes oxygen in the bay. Galloway says eating one-third less meat from cows, pigs and chickens in the watershed could make the difference. He says Americans typically consume 30 percent more protein than they need. Jefferson s Iconic Rotunda is Restored at the University of Virginia And You re Invited The Washington Post / September 15 Thomas Jefferson designed the Rotunda, the symbolic center of the University of Virginia, it included classrooms and the school s library a place everyone had reason to use, a place everyone would go often. But over the many years since then, the building became more of a symbol and less of a center. The library was moved out in the 1930s, and in recent years some rooms were roped off with velvet barriers, and while many of the public, flagship school s most important events are held in view of the Rotunda, on the Lawn that stretches out in front of it, or even on its steps, most people on campus rarely went inside; one student estimated that half of the students never go in. University of Virginia Helps New Delhi, India Restore and Reconnect to Dead Urban River Revitalization News / September 15 The University of Virginia has signed a five-year memorandum of understanding with the New Delhi water authority to map out an expansive, multidisciplinary prescription to rehabilitate the pollution-choked Yamuna River. The move marks a major advance for a three-year-long river improvement project, Re-Centering Delhi, which was born in UVA s School of Architecture. UVA s Yamuna River Project now includes students and faculty members from several disciplines across Grounds, including public health, business, history, environmental sciences and politics. Study Quantifies Environmental Impact of Generally Modified Crops United Press International / September 16 The largest, most comprehensive analysis of genetically modified crops suggest the practice has led to a reduction in insecticide use but a spike in the employment of herbicides. A team of researchers at the University of Virginia, led by economist Federico Ciliberto, compiled and analyzed the growing methods of 5,000 soybean and 5,000 maize farmers in the United States from 1998 to 2011.

18 FOIA TRACKING

19 FOIA REQUESTS FOIA 350 REQUESTS In the first quarter of fiscal year 2017, University Communications received 82 FOIA requests and processed and closed 80 FOIA requests. OPENED PROCESSED AND CLOSED FY 2015 FY 2016 FY 2017