Marketing Effectiveness Report & Social Media Audit
(As on September 26th)
Contents
1. Traffic Data analysis
2. Web Mention analysis
3. Share of voice:
Client
Competitors
4. Summary
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Traffic Data Analysis
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Visits
Of the total of 1312 visits during this period, 764 (58.23%) were absolutely unique visits. 548 (41.77%) of visitors visited the website more than once.58%
42%
VISITS
Unique
Repeat
What is a Visit? A period of interaction between a visitor's browser and a particular website, ending when the browser is closed or shut down, or when the user has been inactive on that site for a specified period of time.
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Bounce rate & Time on site
The percentage of users repelled at the homepage. This is an indication of the navigationexperience of the website and how many usersare prompted to view inner pages of the website.A safe bounce rate is below 30%.
00:01:18
Avg. Time on Site
12.42%
Bounce Rate
Time on site is one way of measuring visit quality.If visitors spend a long time visiting your site,they may be interacting extensively with it.
Average time on site is low at 1 minute and 18 seconds
Bounce rate is very low at 12.42% of total visits.
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Segmentation of site audience - Map Overlay
59%
28%
5%
2%6%
India
United States
United Kingdom
United Arab Emirates
Others
Country/Territory
Map overlay measures traffic volume (visits, page views) as well visitor quality (page views per visit, conversion rates, per visit value, etc) metrics by geographic region. The location data is based on the visitors' IP address.
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Segmentation of site audience - Map Overlay
378
128
90
67
50
3221
City (India)
Mumbai
Other
Bangalore
Chennai
New Delhi
Pune
Hyderabad
Map overlay measures traffic volume (visits, pageviews) as well visitor quality (pageviews per visit, conversion rates, per visit value, etc) metrics by geographic region. The location data is based on the visitors' IP address.
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Page views
Page views for all visitors are 4356. On an average, the number of pages viewed per useris 3.30 pages per visit.
101
94
156
139
200
142
150 148
74
95
173175
230
149
81
97
121
163
188
122123
166
59
123
184
169
179
276
103
45
78
0
50
100
150
200
250
300
27
-Au
g-1
0
28
-Au
g-1
0
29
-Au
g-1
0
30
-Au
g-1
0
31
-Au
g-1
0
01
-Sep
-10
02
-Sep
-10
03
-Sep
-10
04
-Sep
-10
05
-Sep
-10
06
-Sep
-10
07
-Sep
-10
08
-Sep
-10
09
-Sep
-10
10
-Sep
-10
11
-Sep
-10
12
-Sep
-10
13
-Sep
-10
14
-Sep
-10
15
-Sep
-10
16
-Sep
-10
17
-Sep
-10
18
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-10
19
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20
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22
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24
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25
-Sep
-10
26
-Sep
-10
Pageviews
Pageviews
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Browser capabilities
42%
25%
20%
12% 1%
Browser
Internet Explorer
Firefox
Chrome
Safari
Others
Which browsers do your visitors use? Optimizing the site for the appropriate technical capabilities helps make your site more engaging and usable and can result in higher conversion rates.
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Screen resolutions
Which screen resolutions do your visitors use? This should be kept in mind while designing the website.
382
271
188
126
53 5333
24 24 20 13 10 10 10 9 9 8 7 4 4 4 3 3 3 2 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 10
50
100
150
200
250
300
350
400
450
12
80
x80
01
44
0x9
00
10
24
x76
81
36
6x7
68
11
52
x72
01
28
0x1
0…
19
20
x12
…1
26
7x7
92
16
80
x10
…1
28
0x7
68
16
00
x90
01
02
4x6
00
12
80
x96
08
00
x60
01
02
4x6
40
12
80
x72
01
92
0x1
0…
11
52
x86
41
09
3x6
14
13
07
x73
53
20
x39
61
02
4x8
19
13
60
x76
81
44
0x9
60
11
31
x63
61
60
0x1
2…
48
0x3
60
98
3x7
37
10
24
x57
61
08
0x6
33
11
06
x82
91
11
7x6
28
11
17
x89
41
14
0x6
41
11
43
x67
01
17
0x7
31
11
92
x67
01
35
0x8
10
13
50
x84
41
37
6x7
74
13
82
x86
41
40
0x1
0…
14
41
x81
01
51
8x8
57
15
36
x86
41
60
0x1
0…
16
19
x91
02
40
x32
02
56
0x1
4…
32
00
x12
…
Screen resolutions
Visits
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Network Properties
Which connection speeds are your visitors using? Optimizing the site will load it quickly for most visitors and can result in better navigation.
48%
33%
11%
7% 1%
Connection Speed
Unknown
DSL
Cable
T1
Dialup
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Mobile Devices
50%
20%
20%
10%
Mobile Operating System
iPhone
BlackBerry
SymbianOS
iPad
Which mobile operating systems do your visitors use? This should be kept in mind while optimizing the site for mobile devices.
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Traffic Sources - Overview
44%
42%
14%0%
Search Engines
Direct Traffic
Referring Sites
Other
This report provides an overview of the different kinds of sources that send traffic to the client's site."Direct Traffic" is visits from people who typed your site URL directly into their browser."Referring Sites" shows visits from people who clicked to your site from another site."Search Engines" shows visits from people who clicked to the client's site from a search engine resultpage
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Traffic Sources – Direct traffic (553 visits)
"Direct Traffic" is visits from people who clicked a bookmark to come to your site or who typed your site URL directly into their browser.
42.15%of total visits
3.40Pages/Visit
Site Avg: 3.29 (3.31%)
00:01:23Avg. Time on Site
Site Avg: 00:01:18 (7.08%)9.04%Bounce Rate
Site Avg: 12.42% (-27.22%)
40.51%% New Visits
Site Avg: 49.54% (-18.24%)
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Traffic Sources – Referring traffic
How do the people referred from other sites compare to the "average" visitor to your site? The graph shows the overall trends in traffic volume from referrals.
3419
1711
98
66
555
44
322
0 5 10 15 20 25 30 35 40
vilcap.com
piramalfellowship.org
fundoodata.com
delicious.com
csopartners.org.in
iccaustin.org
icatsprogram.com
alliancemagazine.org
Top Referring sites
Visits
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Traffic Sources > Search > Keywords
How do the people referred from other sites compare to the "average" visitor to your site? The graph shows the overall trends in traffic volume from referrals.
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
100
60
50
50
45
45
40
30
30
25
20
20
20
20
15
15
15
15
0 20 40 60 80 100 120
foundation
charity
grants
volunteer
red cross
salvation army
goodwill
donation
grant
fundraising
charities
freecycle
habitat for humanity
unicef
donate
heritage
relief
sudan
Top Keywords
Visits
Content – Top pages
1437
253
229
227
224
Top Pages
/intro.htm (Home page slide show)
/intro4.htm(Home page slide show)
/par1.htm(Home page testimonials)
/par5.htm(Home page testimonials)
/par4.htm(Home page testimonials)
This chart provides an overview of page view volume and lists the pages (Top Content) that were most responsible for driving page views.
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Content – Page title
Which are the most commonly viewed groups of pages on your site (grouped by title), and how are they used? This report provides the same information that is in the "Top Content" report, but aggregated by title tag value.
Page Title Page viewsUnique Page
viewsAvg. Time on Page Bounce Rate (%) % Exit
Intro 1 4062 3671 29.91 0.10 0.30
Intro 2 40 28 99.15 0.00 0.33
Intro 3 35 28 53.71 0.25 0.40
Intro 4 26 21 81.43 0.73 0.46
Intro 5 22 19 93.45 0.75 0.50
About us 22 19 92.09 1.00 0.50
Contact us 18 14 98.86 0.50 0.22
Services 17 15 341.82 0.33 0.35
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Content – Top landing pages
How effectively do your landing pages entice visitors to click further into your site? We can lower bounce rates by tailoring landing pages to their associated ads and referral links and placing a clear call-to-action on each landing page.
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Page Title Page viewsUnique Page
viewsAvg. Time on Page Bounce Rate (%) % Exit
Intro 1 4062 3671 29.91 0.10 0.30
Intro 2 40 28 99.15 0.00 0.33
Intro 3 35 28 53.71 0.25 0.40
Intro 4 26 21 81.43 0.73 0.46
Intro 5 22 19 93.45 0.75 0.50
About us 22 19 92.09 1.00 0.50
Contact us 18 14 98.86 0.50 0.22
Services 17 15 341.82 0.33 0.35
Web Mention Analysis
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Official website analytics
» Official website: Client website
» Global Traffic Rank: 2,095,518
» Global Traffic Rank Status: LOW
» Optimum Global Traffic Rank Range: <50,000
» Highest traffic from: India
» India Traffic Rank: NA
» Sites linking in: 22
» Click Stream:
› Upstream : google.com
› Down Stream: google.com
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Official Website Analytics
» Official blog: client's blog
› Latest post – April 28, 2008
› Technorati authority rating – NA
» Official Tweeter: http://twitter.com/redigital
› Latest tweet – 88
› Following – 29
› Followers –100
» Official Facebook Page: http://www.facebook.com/pages/redigital
› No. of fans – 173
› Last post – September 24th 2010
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Share of voice
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Platform MentionsPercentage of total
mentions
Blogs 82 46.06%
Twitter 49 27.52%
News websites 45 25.28%
Forums 02 1.14%
Total 178 Mentions 100%
Influencers
7
5
7
6
6
5
5
4
Top Influencers - Authority
www.nextbillion.net
www.thinkchangeindia.org
celebrityoopsstyles.com
blog.acumenfund.org
microfinanceafrica.net
currentnewsindia.com
thebusinessage.com
beyondprofitmag.com
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Tweets
4.48
32169
17173
Average Authority
Followers
Following
49Total Tweets
Twitter Acquisition
Index
656.51
The Redigital Twitter Acquisition Index is a measureof dividing the total number of followers by the totalnumber of tweets of a tweeter. The index representshow interesting or ‘viral’ (potential to spread) thetweets of a tweeter are.
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
News
Fig: News sources which mention the search query most often and have an authority score of at least 3.
6
211
1
1
1
1
11
Top sources of News
indiatimes.com
moneycontrol.com
ndtv.com
hindustantimes.com
sify.com
dnaindia.com
hindu.com
forbes.com
csmonitor.com
ibnlive.in.com
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Blog mentions
3.10
27.75
Male
AverageAuthority
Average Age
Over-represented Gender
82Total Mentions
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Sentiment
65
Positive
00SentimentNegative
111
Neutral
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Share of voice – The Client and Competitors
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Share of Voice - Blogs
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Share of Voice - Blogs
47%
6%
22%
7%
4%
14%Client
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Share of Voice - News
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
49%
4%10%
20%
11%
6%
Client
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Share of Voice - News
Share of Voice - Twitter
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
32%
9%
26%
5%
18%
10%
Client
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Competitor 5
Share of Voice - Twitter
Summary
» Site Analytics
– Lack of adequate link-backs (only 22 sites linking in).
– Upstream (traffic to the website) traffic is direct and by search.
» Social media
– Gap in Facebook activity in the last month.
– Gap in Twitter in the last month.
– Posts on Facebook and Twitter follow an unidirectional ‘news update’ and ‘respond to answers’ format as compared to a conversational approach.
» Visits:
– As 58.23 % of the visitors are absolutely unique. Activities can be planned to convert them into repeat visitors
» Time on site:
– Average time on the site is low at 1 minute and 18 seconds
» Bounce rate:
– Bounce rate is very low at 12.42% of total visits which indicates that visitors like to navigate through the website rather than taking an exit from the homepage itself
» Demographics:
– Most of the visits are from India and from Mumbai.
» Internet explorer is the widely used browser.
» 1280x800 is the widely used screen resolution amongst the visitors followed by 1440x900 and 1024x768.
» I-phone is the widely used device for viewing the website.
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Summary
» Traffic sources:
– Most of the traffic to the client’s website is from Search engines and Direct traffic.
– The keywords foundation, charity, grants are the most searched keywords which reflects directly on the traffic source i.e. Search engines.
» Top landing pages:
– Top landing pages viewed are all individual parts of the home page flash presentation and JavaScript testimonials. This is just an error due to the method of development of the website.
» Top exit pages:
– Top exit page should generally be a “Thank you” or any other goal page
– In contrast, a large number of exits from a non-goal page i.e. Home page may indicate that the page is confusing or that it generates user errors.
» Blogs:
– 46% of the mentions of the client are in Blogs followed by forums and Social Media.
– These blogs can be prioritized and targeted systematically
– Average authority ranking of blog mentions is 3.10 which mean the overall influence and reach of the client on Blogs is comparatively low.
» Influencers:
– Influencer website like blog.acumenfund.org, thinkchangeindia.org etc… are the drivers of the conversations..
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Summary
» Twitter:
– Redigital’s Twitter Acquisition Index shows that all the tweeters that mentioned the client were relevant and had 32169 followers collectively
– Twitter Acquisition Index for the client is 656.51.
» News:
– Top sources of news indicate that high authority sites like indiatimes.com moneycontrol.com etc… are talking about the client.
» Sentiment:
– There are no overtly negative mentions about the client on the web and most mentions are positive and neutral.
» Comparison:
– Competitor is leading with 43% in terms of overall Share of Voice in blogs, news and twitter.
– The client's share of voice is low in every platform
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Summary and Key Steps ForwardSummary
1. Lack of adequate link-backs
2. 58.23 % of the visitors are absolutely unique.
3. Average time on the site is low at 1 minute and 18seconds
Steps Forward
1. Link back from the influencer’s site to improve SEO
2. Optimization of the website and blog by:
› Direct marketing activities
› Social media engagement
3. Adding relevant media to the website like usingaudio clips, video clips or other types of media suchas small browser games etc…
› Showing related articles at the end of thepage. It can also collect information on whatother pages the visitors go to from thatspecific page and we can link to those.
› Using a static box or a section to push mostpopular pages of the website which is visiblesite wide. The visitor will be curious to checkthem and will spend more time on the site.
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Summary and Key Steps ForwardSummary
4. Most of the visits are from India and from Mumbai
5. Most of the traffic to the client's website is coming from Search engines and Direct traffic
6. A large number of exits from a non-goal page i.e. Home page
7. 46% of the mentions of the client are in Blogs followed by forums and Social Media. Average authority ranking of blog mentions is low at 3.10
Steps Forward
4. There is an opportunity of Geo targeting through SEM
5. Keywords like foundation, charity, grants are the most searched keywords which reflects directly on the traffic source i.e. Search engines. These keywords could be helpful in planning a SEM campaign.
6. A better navigation structure and a sitemap to be devised.
7. The client's official blog should be updated and content around the keywords should be posted to engage the users and increase reach
Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
Summary and Key Steps ForwardSummary
9. Influencer website like blog.acumenfund.org, thinkchangeindia.org etc… are the drivers of the conversations
10. Top sources of news indicate that high authority sites like indiatimes.com moneycontrol.com etc… are talking about the client.
Steps Forward
9. Link back from their site and following them on relevant platforms can help increasing visibility of the brand and SEO. Also, these influencers should be leveraged in order to increase conversations around the client
10. Link back from these sites in the form of a news and updates section dedicated on the website.
</thank you>
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