UNIVERSITY COMMUNICATIONS ANALYTICS JUNE 2017

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1 UNIVERSITY COMMUNICATIONS ANALYTICS JUNE 2017

2 VIRGINIA.EDU

3 TOP TRAFFIC SOURCES Direct and Google traffic consistently drive the majority of traffic to the homepage. In June 2017, Google and Direct traffic accounted for 88% of all pageviews on the homepage. OTHER 10% OTHER 12% GOOGLE 28% FY17 YTD DIRECT 62% GOOGLE 27% JUNE 2017 DIRECT 61% SOURCE: Google Analytics

4 TOP PAGES VISITED PAGEVIEWS Start Here Schools Landing Page Undergraduate Academics Faculty and Staff Resource Page Undergraduate Majors Graduate Academics Academics Landing Page Students Resources Page Tours Landing Page Visit Landing Page Excluding the homepage, Start Here is the most visited page within virginia.edu, which accounted for 6% of all pageviews in June. 3% 3% 3% 2% 4% 4% 4% 4% % OF TOTAL 5% 6% SOURCE: Google Analytics

5 UVA TODAY

6 UVA TODAY SITE PERFORMANCE AVERAGE PAGEVIEWS PER MONTH 500, , ,000 Average monthly pageviews on UVA Today continue to increase year over year. In FY17, average monthly pageviews increased 36% compared to FY ,909 PAGEVIEWS 414,203 PAGEVIEWS 200, ,448 PAGEVIEWS 100,000 *Average pageviews excludes views of UVA Today content off-site on platforms such as Facebook Instant Articles and Apple News. 0 FY 2015 FY 2016 FY 2017 SOURCE: Google Analytics

7 UVA TODAY TRAFFIC Social media drove the most traffic to the UVA Today site in FY17, accounting for nearly 50% of all site sessions. UVA HOMEPAGE 3% ILLIMITABLE 2% UVA HOMEPAGE 6% ILLIMITABLE 1% DIRECT 8% OTHER 6% SOCIAL MEDIA 31% OTHER 13% ORGANIC SEARCH 13% FY 2017 SOCIAL MEDIA 46% DIRECT 8% ORGANIC SEARCH 21% JUNE 2017 DAILY REPORT 15% DAILY REPORT 27% SOURCE: Google Analytics

8 STORY PERFORMANCE THIS MONTH In June 2017, University Communications published and promoted 72 stories. TOP STORIES JUNE 2017 STORY TITLE BYLINE PAGEVIEWS 1. UNIVERSITY MOURNS DEATH OF STUDENT OTTO WARMBIER McGregor McCance 14, DESIGN OF UVA MEMORIAL TO ENSLAVED LABORERS WINS APPROVAL Anne Bromley 12, POPULATION PROJECTIONS: VIRGINIA EXPECTED TO BECOME 10TH-LARGEST STATE BY 2040 Qian Cai 12, HOOPS LEGEND SAMPSON WINS $25K FOR UVA CANCER CENTER ON FAMILY FEUD Jane Kelly 7, U.S. ARMY JAG CORPS FORGES STRONG CONNECTION WITH UVA LAW Katie McNally; Dan Addison 7, MEET A.D. CARSON, UVA S PROFESSOR OF HIP-HOP Caroline Newman 7, UNIVERSITY GATHERS FOR EMOTIONAL VIGIL REMEMBERING OTTO WARMBIER Caroline Newman 6, BOV S BUILDINGS & GROUNDS COMMITTEE REVIEWS SCHEDULE OF IVY CORRIDOR Matt Kelly 5, GIVE IT A REST: DARDEN STUDY REVEALS HOW TO REDUCE FATIGUE, RAISE PRODUCTIVITY Jenny Abel 5, UVA PRESIDENT ISSUES STATEMENT REGARDING PLANNED KKK RALLY Anthony de Bruyn 4, SULLIVAN EXPRESSES UNIVERSITY S RELIEF, CONCERN OVER STUDENT S RELEASE Dan Heuchert 4, FROM PLANNING WEDDINGS TO CREATING SOFTWARE, ONE STRATEGY COULD MAKE IT WORK Caroline Newman 4, ALUMNA HAS BIG PLANS TO BUILD A COMMUNITY THAT INCLUDES PEOPLE WITH DISABILITIES Abigail Lague 3, OUTSTANDING UVA STAFFERS HONORED FOR THEIR RESPECT AND WISDOM Anne Bromley; Abigail Lague 3, GOVERNOR APPOINTS BLUE, HARDIE, JONES TO BOARD OF VISITORS; GRIFFIN REAPPOINTED Anthony de Bruyn 3, ALUMNA S NOVEL TO BE ADAPTED FOR TV WITH ELISABETH MOSS AS TYPHOID MARY Anne Bromley 3, HOOS AIMING TO BE ROAD WARRIORS AGAIN AS NCAA BASEBALL TOURNAMENT BEGINS Jeff White 3, WISDOM AND MINDFULNESS PRACTICES FOR YOUR PERSONAL AND PROFESSIONAL LIFE Caroline Newman 3, MALCOLM BROGDON TAKES HOME NBA ROOKIE OF THE YEAR HONORS Rob Seal 2, MEET THE FACULTY ENTREPRENEUR DEVELOPING A CANCER DRUG WITH FEWER SIDE EFFECTS Caroline Newman 2,451 SOURCES: Google Analytics, Facebook Insights, Apple News

9 SOCIAL MEDIA

10 SOCIAL MEDIA FOLLOWERS SOCIAL MEDIA FOLLOWERS *SNAPCHAT INSTAGRAM TWITTER FACEBOOK 350, , , , ,000 As of June 2017, UVA has more than 300,000 followers on social media. Follower size on social media continues to increase steadily across all platforms. % CHANGE SINCE % +26% +21% +9% *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 June 2016 Aug 2016 Oct 2016 Dec 2016 Feb 2017 Apr 2017 June 2017 JUNE ,955 43,426 57, ,342 JUNE ,065 54,694 69, ,156

11 MOST ENGAGING POSTS Most Engagements! FACEBOOK Highest Engagement Rate 7,245 LIKES 197 COMMENTS 482 SHARES 11% ENGAGEMENT RATE

12 MOST ENGAGING POSTS INSTAGRAM 13% ENGAGEMENT RATE 6,865 LIKES 27 COMMENTS " TWITTER 22% ENGAGEMENT RATE 1,485 LIKES 874 RETWEETS

13 VIDEO CONSUMPTION

14 PERFORMANCE OF VIDEOS PRODUCED THIS QUARTER Videos produced in Q4 earned more than 520,000 views for the 10 videos produced. FINAL EXERCISES HIGHLIGHTS VIDEO TITLE PRODUCER TOTAL VIEWS 1. Final Exercises Highlights Vinny 106, Faculty Feature: Sherri Moore Mitch 98, Year-in-Review Erik 93, Artist in Residence: Hip-Hop Artist 9th Wonder Erik 51, Unsolved Mysteries of the Universe Vinny 42, Graduation Pursuits Erik 37, The Outdoor Club Vinny 33, ,760 VIEWS 8. Student Spotlight: Shannon Rauth Vinny 26, Student Spotlight: Angelica Henry Mitch 19, Cashless Society (animated) Mitch 10,434 TOTAL 520,600

15 MEDIA SENTIMENT

16 TOTAL MEDIA SENTIMENT BY TONE In the past year, positive/neutral mentions have almost always been greater than negative mentions. MEDIA MENTIONS POSITIVE/NEUTRAL NEGATIVE 500, , ,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 ). 200, ,000 June 2016 July 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017 June 2017 Source: Cision media monitoring service.

17 MEDIA SENTIMENT YEAR OVER YEAR In both FY16 and FY17, positive/neutral mentions have exceeded negative mentions. BREAKDOWN OF MEDIA SENTIMENT Positive/Neutral 65% FY 2016 Negative 35% Positive/Neutral 60% FY 2017 Negative 40% *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.

18 HIGHLIGHTS OF NATIONAL COVERAGE The University of Virginia is frequently cited in national media. The following represents a selection of national media coverage from June University of Virginia plans a large memorial commemorating thousands of enslaved people who worked there Washington Post / June 9 Now the university is planning to build a large and visible memorial to commemorate the contributions of an estimated 5,000 enslaved people who helped build and maintain the school founded by the third U.S. president. UVA Students Seek to Solve Highland s Mysteries U.S. News and World Report (AP) / June 18 Historic interpretation continues to undergo revision at Highland, the Albemarle County home of President James Monroe. Last year, for instance, archaeologists uncovered the foundation of Monroe's house. They determined that a building they thought was a wing of Monroe's house which he and his family occupied from 1799 to 1825 was really a guest house. And archaeologists are still digging for clues around the 535-acre property, each day learning something new about the estate that once belonged to the fifth president. University of Virginia students have a unique opportunity to be part of this change, as they help unravel the mysteries surrounding Monroe's plantation. Schapiro: It won't be your father's Virginia - or your grandfather's Richmond Times-Dispatch / June 27 Number crunchers at the University of Virginia s Weldon Cooper Center for Public Service last week painted a picture of the state 23 years on. Virginia will have a population of 10.2 million it s now approaching 8.5 million and will become the nation s 10th most populous state, up from 12th, overtaking Michigan and New Jersey. Virginia will be more urban; its countryside less populous. An Upper South state with a long history of difficult race relations, Virginia could become one in which whites are in the minority.

19 FOIA TRACKING

20 FOIA REQUESTS In FY17, University Communications received 308 FOIA requests and processed and closed 307 FOIA requests. University Communications received 10% more FOIA requests in FY17 compared to FY16. FOIA 350 REQUESTS OPENED PROCESSED AND CLOSED FY 2015 FY 2016 FY 2017