UNIVERSITY COMMUNICATIONS ANALYTICS MAY 2017

Transcription

1 UNIVERSITY COMMUNICATIONS ANALYTICS MAY 2017

2 VIRGINIA.EDU

3 TOP TRAFFIC SOURCES Direct and Google traffic consistently drive the majority of traffic to the homepage. In May 2017, Google and Direct traffic accounted for 89% of all pageviews on the homepage. OTHER 10% OTHER 11% GOOGLE 28% FY17 YTD DIRECT 62% GOOGLE 27% MAY 2017 DIRECT 62% SOURCE: Google Analytics

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

5 UVA TODAY

6 AVERAGE PAGEVIEWS PER MONTH *Average pageviews excludes views of UVA Today content off-site on platforms such as Facebook Instant Articles and Apple News. 600, , , , , ,000 UVA TODAY SITE PERFORMANCE Average monthly pageviews on UVA Today continues to increase year over year. To date, average monthly pageviews in FY17 are up 40% compared to FY ,448 PAGEVIEWS 304,909 PAGEVIEWS 426,101 PAGEVIEWS 0 FY 2015 FY 2016 FY 2017 SOURCE: Google Analytics

7 UVA TODAY TRAFFIC In FY17 to date, social media has driven the most traffic to the UVA Today site, accounting for nearly 50% of all site sessions. VIRGINIA HOME 3% ILLIMITABLE S 2% VIRGINIA HOME 5% ILLIMITABLE S 4% DIRECT 8% OTHER 7% SOCIAL MEDIA 34% ORGANIC 13% OTHER 13% FY17 YTD SOCIAL MEDIA 47% DIRECT 8% ORGANIC 20% MAY 2017 DAILY REPORT 14% DAILY REPORT 22% SOURCE: Google Analytics

8 STORY PERFORMANCE THIS MONTH In May 2017, University Communications published and promoted 94 stories. TOP STORIES MAY 2017 STORY TITLE BYLINE PAGEVIEWS 1. ALUMS TINA FEY, KATIE COURIC GO BACK TO CLASS Caroline Newman 15, YOUR GUIDE TO FINALS WEEKEND; EXPERIENCE FINAL EXERCISES 13, A LIFE OF LESSONS Jane Kelly 11, FOUNDATION SELECTS 36 HIGH SCHOOL SENIORS TO RECEIVE FULL MERIT SCHOLARSHIPS Joyce Carman 9, THE ECONOMIST RANKS UVA MASTER S IN COMMERCE PROGRAM NO. 2 WORLDWIDE Brooke Braun 7, CLASS OF 2017: OLYMPIC GOLD MEDALIST SMITH BREAKS BARRIERS IN WOMEN S ATHLETICS Katie McNally 7, CLASS OF 2017: STUDENT-ATHLETE COMMITTED TO HEALTH CARE FOR UNDERSERVED Fariss Samarrai 7, CLASS OF 2017: ECONOMICS SCHOLAR HAS A NOBEL LEGACY IN PHYSICS Katie McNally 6, HERE S WHAT YOU NEED TO KNOW ABOUT THE 188TH FINAL EXERCISES Jane Kelly 6, CLASS OF 2017: WORLD CUP CHAMPION MORGAN BRIAN TO GRADUATE Jane Kelly 6, FINALS WEEKEND 2017, BY THE NUMBERS Alex Angelich 5, REDDIT CO-FOUNDER ALEXIS OHANIAN TALKS TECH ENTREPRENEURSHIP AND LIFE IN THE SPOTLIGHT Katie McNally 5, CLASS OF 2017: DAUGHTER OF UNDOCUMENTED IMMIGRANTS MADE UVA A BETTER PLACE Christine Phelan Kueter 5, THE NEW CEO Caroline Newman 4, JAMES MONROE S HOUSE IS NOT WHAT WE THOUGHT: WHAT COMES NEXT FOR HIGHLAND Caroline Newman 4, LACROSSE PLAYER, ACADEMIC STAR CHASE CAMPBELL AWARDED CROWLEY SCHOLARSHIP Molly Bass 3, FROM THEIR FIRST DAY TO THEIR LAST: GRADUATES SHARE UVA PHOTOS AND MEMORIES Katie McNally; Kelly Kauffman 3, SHOCKING NEW RESEARCH FINDS FRIENDSHIPS ARE KEY TO GOOD HEALTH Jane Kelly 3, LIFE AFTER ELLEN : UVA S TWO BLIND BROTHERS MANAGE GROWTH, SHARE WHAT S NEXT Caroline Newman 3, ONE YEAR. THREE MINUTES. SO MUCH TO CELEBRATE. Caroline Newman; Erik Duda 3,414 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 May 2017, UVA has nearly 300,000 followers on social media. Follower size on social media continues to increase steadily across all platforms. % CHANGE SINCE % +29% +21% +10% *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 May 2016 July 2016 Sep 2016 Nov 2016 Jan 2017 Mar 2017 May 2017 MAY ,429 41,991 56, ,749 MAY ,285 54,089 68, ,879

11 MOST ENGAGING POSTS FACEBOOK Most Engagements 5,861 LIKES 467 COMMENTS 576 SHARES Highest Engagement Rate 15% ENGAGEMENT RATE

12 MOST ENGAGING POSTS INSTAGRAM 9% ENGAGEMENT RATE 4,748 LIKES 5 COMMENTS TWITTER 8% ENGAGEMENT RATE 58 LIKES 5 RETWEETS 532 MEDIA VIEWS

13 VIDEO CONSUMPTION

14 PERFORMANCE OF VIDEOS PRODUCED THIS QUARTER Videos produced in Q3 earned more than 137,000 views for the 6 videos produced. BRYAN CRANSTON EVENT VIDEO TITLE PRODUCER TOTAL VIEWS Vinny Varsalona 44,751 Mitch Powers 20,319 Vinny Varsalona 20,019 Student Spotlight: En De Liow Mitch Powers 17,919 Ultimate Frisbee Club Mitch Powers 17,385 Erik Duda 16,924 Bryan Cranston - Arts Speaker J-Term Class - AI Design Student Spotlight: Sarah Dodge Student Spotlight: Kingston Liu 388,703 VIEWS TOTAL 137,317

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 350, ,000 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 May 2016 June 2016 July 2016 Aug 2016 Sep 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 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 64% FY 2017 YTD Negative 36% *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 May UVA HONORS SOLDIER WHO DIED IN IRAQ Washington Post / May 6 The University of Virginia has mounted a plaque on the wall of the Rotunda to honor a graduate and Army officer who was killed by a car bomb in Iraq in The plaque, mounted last week, honors Capt. Humayun Khan, who graduated in 2000 and was an ROTC member. He was posthumously awarded the Bronze Star and Purple Heart. Khan s parents and two brothers attended the ceremony. Khan s father, Khizr M. Khan, drew national attention for a speech at the 2016 Democratic National Convention criticizing then-republican presidential nominee Donald Trump s rhetoric on Muslims. THESE ARE THE SECRET WHITE HOUSE RECORDINGS YOU SHOULD BE LISTENING TO CNN / May 15 The good folks at the University of Virginia's Miller Center have almost a Grateful Dead-style guide to some of the better recordings and deeper tracks. Recordings range from high quality taps of phone conversations to muddled multi-person discussions to the Truman tapes, which the Miller Center describes as unsearchable and "largely unintelligible. THE CATASTROPHIC EFFECTS OF MENTAL HEALTH STIGMA Psychology Today / May 25 Many people feel shame about seeking help, says psychology professor Bethany Teachman. The impact of stigma is tragic because mental health challenges are actually very common, and we have good treatments. According to Teachman, stigma leads to discrimination in housing, employment and education. Stigma against persons with mental illness remains so insidious that the National Academies of Sciences, Engineering, and Medicine put out a report this year calling for a national, evidence-based strategy to counter stigma.

19 FOIA TRACKING

20 FOIA REQUESTS FOIA At the end of the third quarter, University Communications received 219 FOIA requests and processed and closed 217 FOIA requests in fiscal year REQUESTS OPENED PROCESSED AND CLOSED FY 2015 FY 2016 FY 2017