Analytics Guidelines:Overview

http://www.harvard.edu/guidelines

Guidelines

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• Created for the entire University’s use

• PIN Login

• Goal is to create a consistent and high quality experience of Harvard both in print and on the web

• Downloadable logo/branding assets and specific color/branding guidance

• Constantly evolving best practices for social and mobile

• “Video Toolkit” which includes “how-to” guidance on basics of composition as well as downloadable editing assets

• Downloadable school shield files

Analytics: Web and Social

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Google Analytics

• Tracking harvard.edu, Gazette, alumni website, etc.

• Engagement metrics• Regular reports• Tracking traffic sent to/from

referral sites

Chartbeat

• Real-time traffic segmented by source

• Helps show anomalous events and spikes

Analytics: Web and Social

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Bit.ly Enterprise

• Shortened link tracking• Understand public sharing,

mentions of Harvard content

SocialFlow (Twitter)

• Clicks, RTs across multiple Twitter accounts, weekly and monthly reporting

• Discover trends

Analytics: Web and Social

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Facebook Insights

• Global reach with content• Identify trends and

Facebook EdgeRank changes

• Optimize content for best sharing

YouTube, Kaltura, Soundcloud

• Identify opportunities through media embeds

• Spot trends in viewing habits of audience

Analytics Guidelines

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Analytics Guidelines: Major Sections

• Overview of web and social analytics

• Web analytics

– Google Analytics setup

– Additional training resources

• Link shorteners

• Tracking codes (Google Analytics)

• Social media analytics tools

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Analytics Guidelines: Link Shorteners

• Digital Strategy uses Bit.ly Enterprise account to “brand” shortened links as hvrd.me

• Stats available on shortened links by adding a ‘+’ at the end of the link, then loading page

• We suggest adding GA campaign codes before shortening links

• Automating shortened links

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Analytics Guidelines: Tracking Codes

• Walkthrough of adding campaign codes to URLs

• Guide on finding data using Google Analytics

• Using advanced segments in Google Analytics

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http://news.harvard.edu/gazette/story/2012/09/the-book-club-goes-online/?utm_source=facebook&utm_medium=social&utm_campaign=fb-wall

Analytics: Future Opportunities

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• Standardize:

– Campaign codes

– Reporting metrics

• Google Analytics API

• Reporting templates for daily, weekly, monthly metrics across web & social platforms

Analytics Guidelines:Overview

Thank you!