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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

LOCAL IMPACT ONLINE

PTPA FALL MEETING

Houston, TX

October 21, 2008

what is impact
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

key indicators
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.

problem results vary with tool
PROBLEM:RESULTS VARY WITH TOOL
  • Web Metrics vary dramatically depending on the measurement system:
    • Server side
    • Client side
    • Panel based
    • Hybrid systems
establishing an industry standard
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
applying the results
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
what are we seeing
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
web stats are different
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.

resources for ex 1
RESOURCES FOR EX. 1

1+ person staff

Budget over $150,000

Very creative use of open source software

A “wait and see” approach

ex 2 resources
Ex. 2 RESOURCES

6 person staff

Budget over $500,000

Leadership from the top

Ability to Attract and Nurtures Web Talent

analysis of both cases
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.

recommendations
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.
more generally
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.

examples to track
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/
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