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STATISTICAL
OVERVIEW OF COAPREPARED BY MICHAELA MONTANER
Date range: 10/24/11 01/26/12
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COMPONENTS
Web analytics
Social MediaFacebook
Twitter
Directions for further research
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WEBSITE ANALYTICS
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Web analytics
Obtained via Google Analytics (GA) atwww.google.com/analytics
All date ranges Oct 19, 2011 to March 21, 2012 unlessotherwise indicated
All calculations are GA-based unless otherwise noted
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Web analytics (contd)
These slides cover Overview of web activity Website activity by region and country Traffic sources Social media referrals (abridged)
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Overview of website activity (1/3)
Total
Visits 40,978
Unique visits 29,194
Pageviews 93,933
Pages/visit 2.29
Time on site 3:10
% new visits 71.20
Interpretation: Between launch and January 26th 2012, www.crowdoutaids.orgreceived 40,978 visits, 29,194 (~71%) were new visitors.
On average visitors viewed 2.29 pages and spent 3:10 minutes on site
sufficient time and content to learn the basic premise of the project and/or takeaction.
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Overview of website activity (2/3)
Total Dec 1 Dec 1 as % of total
Visits 40,978 7641 18.65
Unique visits 29,194 7140 24.46
Pageviews 93,933 15,338 16.33
Pages/visit 2.29 2.01 n/a
Time on site 3:10 2:22 n/a
% new visits 71.20 87.75 n/a
Interpretation: Traffic on December 1, 2011 (World AIDS Day) accounts for~19% of visits to the site between launch and March 21st, 2012 and
approximately a quarter of all new visits to the site.
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World AIDS Day traffic as % of total
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Visits Unique visits Pageviews
World AIDS Day
All other days
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Visits by continent (1/3)
Continent Visits % of total Pages / Visit
AverageVisit Duration
Americas 12,961 31.63 2.16 0:02:16
Europe 11,728 28.62 2.65 0:03:47
Asia 7,306 17.83 1.98 0:02:39Africa 6,520 15.91 2.4 0:04:43
(not set) 1,713 4.18 1.92 0:02:56
Oceania 750 1.83 1.91 0:01:30
Interpretation: The Americas and Europe combined generated 60.25% of alltraffic to the website.
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Visits by continent (2/3)
Americas32%
Europe28%
Asia
18%
Africa
16%
(not set)4%
Oceania2%
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Unique visits by top 25 countries (3/3)Rank Country Unique visits
1 United States 7,513
2 United Kingdom 3,709
3 Canada 2,656
4 Switzerland 1,893
5 (not set) 1,713
6 Nigeria 1,497
7 India 1,120
8 Kenya 833
9 Japan 789
10 Mexico 703
11 France 682
12 Australia 620
13 Germany 562
14 Netherlands 539
15 Nepal 528
16 South Africa 52717 Spain 524
18 Indonesia 500
19 Philippines 478
20 Norway 454
21 Tunisia 443
22 Brazil 421
23 Italy 398
24 Russia 39825 Thailand 398
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Traffic sources for all visits (1/1)
Search13%
Referral63%
Direct20%
Campaigns4%
Interpretation: Referred traffic (i.e. traffic to the CoA website via otherwebsites) accounted for a majority of visits to the CoA website. Direct traffic
(arguably associated with people already acquainted with the project)accounted for less than a quarter of visits (20%).
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NOTE
The following slides are intended to provide A SNAPSHOT ofsocial media as a traffic source to the CoA website.
These data pertain ONLY TO A SEGMENT of referred visits tothe website.
Further analysis can be done to assess the extent to whichsocial media was a driver to the site and the nature of the visits
it directed.
These data are not included here due to time constraints andvarious methodological considerations that require brief
consultation between M&E and project coordination.
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Overview of top 25 sources of referred visits
Social UN-family External sites Email Search0
2,000
4,000
6,000
8,000
10,00012,000
14,000
16,000
18,000
20,000
Interpretation: The top 25 referring sites account for 20,415 visits to thewebsite (61.26% of all visits). Of those sites, 9 (36%) were social media
websites and accounted for nearly half of all visits to the CoA website (48.52%).
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Overview of top social media referrals
(2/2)
Interpretation: Facebook and Twitter emerged as the main sources of socialmedia traffic to the CoA website.
*DATA AVAILABLE IN TABLE 7 (OVERVIEW OF SOCIAL MEDIA REFERRAL SOURCES) ON SHEET 1 (WEBSITE) OF EXCEL DOC CoA
DESCRIPTIVE ANALYTICS
11,469
6,198
8,088
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
facebook.com twitter.com all other referring sites
Series1
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SOCIAL MEDIA ANALYTICS
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FACEBOOK
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Post distribution (% participant vs. facilitator)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Africa
English
Africa
French
America
Latina
Asia Pacific Eastern
Europe
Central
Asia
Middle East
North Africa
North
America
Central
Europe
Portugal
Brazil
Main page Campaign
Overall
Participant
Facilitator
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Average number of interactions/post
0
1
2
3
4
5
6
7
8
Africa
English
Africa
French
America
Latina
Asia
Pacific
Eastern
Europe
Central
Asia
Middle
East
North
Africa
North
America
Central
Europe
Portugal
Brazil
Main page Campaign
Overall
Average likes per post
Average comments per post
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Regional Breakdown
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Facebook Activity Report
Posts Facilitator Likes Comments
Page name n n % of total naverage per
postn
average per
post
Africa English 170 91 53.53 294 1.73 357 2.1
Africa French 135 108 80 165 1.22 410 3.04
America Latina 106 68 64.15 219 2.07 266 2.51
Asia Pacific 81 57 70.37 174 2.15 337 4.16
Eastern Europe Central Asia 55 44 80 40 0.73 45 0.82Middle East North Africa 135 111 82.22 160 1.19 285 2.11
North America Central Europe 161 129 80.12 135 0.84 228 1.42
Portugal Brazil 41 39 95.12 32 0.78 310 7.56
Main page 80 59 73.75 95 1.19 19 0.24
Campaign Overall 964 706 73.24 1314 1.36 2257 2.34
Interpretation: Facilitator posts accounted for more than 50% of posts on allpages. Comments exceeded likes on every page except the campaign main
page. In other words, more active vs. passive participation was seen on all CoApages. In the case of Portugal Brazil and Africa French, comment rates more
than doubled liking rates. Taken together, these data describe a scenario wherefacilitators were key to initiating conversation but that participants were willing
to engage in a more substantive vs. superficial manner when given theopportunity.
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TWITTER
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Tweets vs. retweets
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Popular content
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Conversation drivers
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DIRECTIONS FORFURTHER RESEARCH
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Directions for further website-related
research
Analysis assessing traffic and activity patterns related toemail communication, social media activity, promotional
media, offline engagement, etc.
Analysis of web content popularity and consumption
A complete analysis of referred traffic to the site todetermine the extent and and nature of traffic to the sitevia specific sources (esp. social media platforms, blogs,
and other promotional media)