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LOCAL IMPACT ONLINE

LOCAL IMPACT ONLINE. PTPA FALL MEETING Houston, TX October 21, 2008. WHAT IS IMPACT?. To provide a public service, we must deliver significant programming to significant audiences. David Giovannoni, Remarks Upon the Acceptance of the Edward R. Murrow Award April 1994. KEY INDICATORS.

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LOCAL IMPACT ONLINE

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  1. LOCAL IMPACT ONLINE PTPA FALL MEETING Houston, TX October 21, 2008

  2. WHAT IS IMPACT? To provide a public service, we must deliver significant programming to significant audiences. David Giovannoni, Remarks Upon the Acceptance of the Edward R. Murrow AwardApril 1994

  3. KEY INDICATORS Most web activity is measured using a small set of key metrics: • Unique Visitors • Visits • Page Views • Time-on-site These metrics work well for public broadcasters—with one reservation. We also need to measure streaming media.

  4. PROBLEM:RESULTS VARY WITH TOOL • Web Metrics vary dramatically depending on the measurement system: • Server side • Client side • Panel based • Hybrid systems

  5. ESTABLISHING AN INDUSTRY STANDARD • In 2006 – 2007, IMA led a system-wide effort to establish a standard method of measuring web activity: Google Analytics • Widely accepted and deployed • Provided by a stable service • Supported by a large corps of analysts • Likely to one of several national standards • Free • Easily installed

  6. APPLYING THE RESULTS • Public Media Metrics combines and analyzes the data collected by Google Analytics • Whole sites or single pages are “tagged” • 120 sites now being monitored daily • Stations have access to data on demand • Data is downloaded daily for off-line analysis • PMM provides quarterly reports and analysis

  7. WHAT ARE WE SEEING? For the vast majority of public broadcast sites: • Relatively low traffic • Infrequent visits: more than 70% of visitors are once-per-month • Visitors most often come only for utilities(program schedules , playlists, pledge) • Streaming media is our primary asset

  8. WEB STATS ARE DIFFERENT • Compared with Broadcast Ratings (Nielsen or Arbitron)… • Web stats are monthly (vs. weekly or daily) • Web stats reflect a large number of transient events For most station sites well over half the registered “visits” last under 10 seconds.

  9. SAMPLE DURATION REPORT

  10. Major issue facing us online: low “visits/visitor” = low loyalty = no foundation for revenue VISITS AND VISITORS

  11. HABITUAL VISITS

  12. ONE-TIME-ONLY VISITS IN SIX MONTHS

  13. DETAIL: M-MARKET NEWS

  14. MOST USED CONTENT

  15. RESOURCES FOR EX. 1 1+ person staff Budget over $150,000 Very creative use of open source software A “wait and see” approach

  16. Ex. 2MAJOR MARKET JOINT-L

  17. 34,478 pgv = 12% of total MOST USED CONTENT

  18. Ex. 2 RESOURCES 6 person staff Budget over $500,000 Leadership from the top Ability to Attract and Nurtures Web Talent

  19. ANALYSIS OF BOTH CASES Overall… relatively low traffic Overall… infrequent visits More than 70% of visitors are once-per-month Many visitors come for support utilities(program schedules , playlists, pledge) Streaming media is their primary asset.

  20. Recommendations • If you don’t promote it, don’t do it. • Put the basics in place: good navigation, program schedule, community events. • Get the PBS COVE player up and running. • Choose one or a very small number of local projects and concentrate your effort. • Personally, I would pick from public affairs or education.

  21. More generally Measure results: focus on what works Be humble: acknowledge your interdependence with “the system.” Combine resources—very few stations can afford to do it all Work with people who love the web… local bloggers and other netizens.

  22. Examples to track • Nashville is talking (WKRN-TV ABC) http://www.nashvilleistalking.com/ • Indymoms.com… (Indianapolis Star) http://www.momslikeme.com/ • KQED’s Check Please http://www.kqed.org/food/map/ • TPT’s Almanachttp://www.tpt.org/almanac/

  23. CONNECT THE DOTS

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