UNIVERSITY COMMUNICATIONS ANALYTICSOCTOBER 2016

VIRGINIA.EDU

TOP TRAFFIC SOURCES

Google and Direct traffic consistently drive the majority of traffic to the homepage. In October 2016, Google and Direct traffic accounted for 90% of all pageviews on the homepage.

FY17 YTD

OCT 2016DIRECT

63%

GOOGLE27%

OTHER10%

ChartTitle

DIRECT GOOGLE OTHER

DIRECT61%

GOOGLE29%

OTHER10%

ChartTitle

DIRECT GOOGLE OTHER

Homepage

Schools' Landing Page

Start Here

Current Students Page

Undergraduate Studies

Undergraduate Majors

Graduate Studies

Faculty/Staff Resource Page

Academics Landing Page

Athletics

1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000ZXcZXCZXcZXC

Homepage

Start Here

Schools' Landing Page

Undergraduate Studies

Undergraduate Majors

Graduate Studies

Apply

Current Students Page

Faculty/Staff Resource Page

Athletics

0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000

TOP PAGES VISITED

The homepage is the most visited page within virginia.edu, which accounts for 52% of all pageviews in October. Second to the homepage, the most visited page is the Start Here, which accounts for 3% of all pageviews.

PAGEVIEWS % OF TOTAL

605,000

3%3%

2%

2%2%

2%

2%2%

1%

Homepage

Schools' Landing Page

Start Here

Current Students Page

Undergraduate Studies

Undergraduate Majors

Graduate Studies

Faculty/Staff Resource Page

Academics Landing Page

Athletics

1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000610,000 615,000

Homepage

Schools' Landing Page

Start Here

Current Students Page

Undergraduate Studies

Undergraduate Majors

Graduate Studies

Faculty/Staff Resource Page

Academics Landing Page

Athletics

1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000

52%

UVA TODAY

UVA TODAY SITE PERFORMANCE

AVERAGE PAGEVIEWS PER MONTH

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

FY 2015 FY 2016 FY 2017

175,448 PAGEVIEWS

305,520 PAGEVIEWS

604,336 PAGEVIEWS

SOURCE: Google Analytics

Average monthly pageviews on UVA Today continues to increase year over year. Average monthly pageviews in FY 2017 (YTD) are nearly twice what they were in FY16.

*Average pageviews excludes views of UVA Today content off-site on

platforms such as Facebook Instant Articles and Apple News.

FY17 YTD

OCT 2016

In FY17 to date, social media has driven the most traffic to the UVA Today site, accounting for 55% of all site sessions.

SOURCE: Google Analytics

UVA TODAY TRAFFIC

DAILY REPORT21%

ORGANIC19%

SOCIAL MEDIA16%

ILLIMITABLE8%

DIRECT6%

UVA HOMEPAGE4%

OTHER26%

ChartTitle

DAILYREPORT ORGANIC SOCIALMEDIA ILLIMITABLE DIRECT UVAHOMEPAGE OTHER

SOCIAL MEDIA55%

DAILY REPORT9%

DIRECT8%

ORGANIC7%

UVA HOMEPAGE2%

ILLIMITABLE1%

OTHER18%

ChartTitle

SOCIALMEDIA DAILYREPORT DIRECT ORGANIC UVAHOMEPAGE ILLIMITABLE OTHER

STORY PERFORMANCE THIS MONTH

STORY TITLE BYLINE PAGEVIEWS

1. ELECTION 2016: GO BEHIND THE SCENES WITH LARRY SABATO Katie McNally 8,720

2. APPALACHIA’S UNSEEN CANCER CRISIS Josh Barney 6,869

3. MICHELLE OBAMA’S WHITE HOUSE KITCHEN GARDEN GETS UVA-LED FACELIFT Caroline Newman 6,296

4. MEET THE UVA ALUMNI BEHIND THE SCENES OF THE SMITHSONIAN'S NEW AFRICAN-AMERICAN HISTORY MUSEUM Caroline Newman 6,140

5. DARDEN AGAIN NAMED THE WORLD’S BEST GRADUATE BUSINESS EDUCATION EXPERIENCE David Hendrick 5,727

6. FOURTH-YEAR STUDENT AMONG NATION’S TOP 10 ARMY ROTC CADETS Matt Kelly 5,347

7. POWER OF THE ARTIFICIAL PANCREAS Kaylyn Christopher 5,062

8. WHERE ARE THEY NOW? CATCHING UP WITH UVA ENGINEERING ALUMNAE Kaylyn Christopher 4,173

9. LAWN RESIDENTS EAGERLY AWAIT COMMUNITY TRICK-OR-TREATERS ON HALLOWEEN Virginia Carter 4,063

10. RECTOR, PRESIDENT UNVEIL BICENTENNIAL COMMISSION Matt Kelly 3,378

11. UVA’S ‘DEAN J’ ANSWERS COMMON ADMISSION QUESTIONS Katie McNally 3,317

12. PAINTING BETA BRIDGE: A TRADITION OF EXPRESSION Vinny Varsalona, Kaylyn Christopher 3,208

13. UVA CREATES BOND PROFESSORSHIP FOR CIVIL RIGHTS EDUCATION Anne Bromley 2,902

14. A PICTURE OF AMERICA: ALUMNI TRAVEL TO ALL 59 NATIONAL PARKS Katie McNally 2,901

15. OH THE HORROR! FILM EXPERT SHARES TOP 7 MOVIE PICKS FOR HALLOWEEN Katie McNally 2,714

16. PEDIATRICIAN OFFERS A PARENT’S GUIDE TO DAY CARE INFECTIONS Kaylyn Christopher 2,697

17. UVA’S SECRET SOCIETIES TRAFFIC IN ALTRUISM Matt Kelly, Mitchell Powers 2,644

18. TAYLOR WRITES NEW HISTORY OF BRUTAL, WIDE-RANGING REVOLUTIONARY WAR Matt Kelly 2,621

19. DESIGNED WITH PATIENTS IN MIND Caroline Newman 2,618

20. STRANGE ‘CHIMERAS’ DEFY SCIENCE’S UNDERSTANDING OF HUMAN GENETICS Josh Barney 2,541

In October 2016, University Communications published and promoted 77 stories.

SOURCES: Google Analytics, Apple News

TOP STORIES OCTOBER 2016

SOCIAL MEDIA

SOCIAL MEDIA FOLLOWERS

50,000

100,000

150,000

200,000

250,000

300,000

Oct 2015 Dec 2015 Feb 2016 Apr 2016 June 2016 Aug 2016 Oct 2016

As of October 2016, UVA has more than 280,000 followers on social media. Follower size on social media continues to increase steadily across all platforms.

*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.

SOCIAL MEDIA

FOLLOWERS*SNAPCHAT INSTAGRAM

TWITTER FACEBOOK

% CHANGE SINCE 2015

+22%

+26%

+68%

+76%

6,002 48,522 62,166

163,523

OCT 20163,406 28,941 49,401 133,840

OCT 2015

MOST ENGAGING POSTS

INSTAGRAM

7% ENGAGEMENT RATE 7 LIKES 2 SHARES (“RETWEETS”) 79 URL CLICKS

8% ENGAGEMENT RATE 3,862 LIKES 5 COMMENTS

TWITTERFACEBOOK

13% ENGAGEMENT RATE 2,830 LIKES 105 COMMENTS 39 SHARES 55,031 PHOTO VIEWS

VIDEO CONSUMPTION

PERFORMANCE OF VIDEOS PRODUCED THIS QUARTER

VIDEO TITLE PRODUCER TOTAL VIEWS

1. The Rotunda Erik; Vinny 119,204

2. The Rotunda in 360° Erik; Vinny 105,469

3. UVA Move-In Erik; Vinny 91,874

4. Endless Pursuit 2.0 Erik; Vinny 64,306

5. Plight of the Bumblebees Mitch 38,048

6. A Race to Learn Sanjay 31,532

7. UVA Orientation Vinny 31,061

8. Dominica Erik 15,887

9. Republican National Convention Mitch 13,169

10. Commonwealth of Virginia Campaign Vinny 5,373

TOTAL 515,923

In the first quarter of 2017, we earned more than 515,000 views for the 10 videos produced.

The Rotunda video | 119,204 views

MEDIA SENTIMENT

TOTAL MEDIA SENTIMENT BY TONE

50,000

100,000

150,000

200,000

250,000

300,000

350,000

Oct 2015 Nov 2015 Dec 2015 Jan 2016 Feb 2016 Mar 2016 Apr 2016 May 2016 June 2016 July 2016 Aug 2016 Sep 2016 Oct 2016

In October 2016, negative media mentions exceeded positive/neutral mentions for the first time in the past year. This is due to a surge in negative media coverage around the Rolling Stone defamation trial.

POSITIVE/NEUTRAL NEGATIVE

MEDIA MENTIONS

*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”).

Source: Cision media monitoring service.

MEDIA SENTIMENT YEAR OVER YEAR

To date, media sentiment is more negative in fiscal year 2017 than it was in fiscal year 2016. This is due to a surge in negative mentions surrounding the Rolling Stone defamation trial in October 2016.

BREAKDOWN OF MEDIA SENTIMENT

FY 2017

*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.

Negative35%

Positive/Neutral65%

FY 2016Negative39%

Positive/Neutral61%

HIGHLIGHTS OF NATIONAL COVERAGEThe University of Virginia is frequently cited in national media.

The following represents a selection of national media coverage from October 2016.

First Lady Going All-Out to Preserve White House Kitchen Garden The Washington Post / October 5 The garden updates were a joint endeavor of the National Park Service and the University of Virginia School of Architecture, whose students designed the new layout, arbor, table and benches.

Original Shakespeare Folio on Display at UVA WVTF Public Radio - Roanoke / October 6 To mark the 400th anniversary of Shakespeare’s death, the University of Virginia will host a celebration of the Bard’s work – and offer the public a chance to see his first folio, published in 1623.

Virginia Governor McAuliffe Announces that 2016 Virginia Film Festival will Open with Highly Acclaimed Film ‘Loving’ The Huffington Post / October 7 Virginia Governor Terry McAuliffe announced tonight that the 2016 Virginia Film Festival will open with a screening of the highly acclaimed Focus Features film Loving. The screening will be held on Thursday, November 3 at 7:00 PM at The Paramount Theater in Charlottesville. The Virginia Film Festival, coming up from November 3-6 in Charlottesville, is presented by The University of Virginia and the Office of the Provost and Vice Provost for the Arts.

University Team Develops Faster Route to Corrosion Detection in Metals Materials Performance / October 11 A team of researchers at the University of Virginia is working to improve the efficiency of cyclic corrosion test chambers, with a goal of supplying data to clients more quickly on the future corrosion risks of various metals. Partnerships with major organizations such as Rolls-Royce (Derby, United Kingdom) have allowed the school to experiment with modifying and improving the test chamber—a commercial device used to test for corrosion through the manipulation of temperature, humidity, and salt.

FOIA TRACKING

0

50

100

150

200

250

300

350

FY 2015 FY 2016 FY 2017

OPENED PROCESSED AND CLOSED

FOIA REQUESTSIn the first quarter of fiscal year 2017, University Communications

received 82 FOIA requests and processed and closed 80 FOIA requests.

292 291FOIA

REQUESTS 281 273

82 80