Download this webinar for free: http://mstnr.me/2hPUamd
Technology is one of five essential components of the digital story. Analytics provide us with vital information to track and measure audience behavior, so we can extend the reach and impact of our storytelling efforts across all of our communications channels. What do you measure, and how do you use that data to refine your story? Join us for this webinar to get your analytics game on!
What You Will Learn
• Learn about the most important metrics for digital stories, and how analytics relate to the four other essential components of a digital story.
• Discover techniques for measuring those metrics on your sites and social media accounts, including testing different versions of content.
• Gain a framework for analyzing information and making smart, data-driven decisions about content and design.
2. • 45 minute webinar + 15 minutes for questions and answers
• Ask questions through the Zoom Control Panel
• Tweet during the webinar with #mStonerNow
• Please fill out the post-webinar evaluation
• Check your inbox on Friday for the webinar recording and slide deck
The Plan
10. Visual Design
• Beautiful interfaces that encourage reading
• Thoughtful consideration of layout flexibility in regard to
viewport size and content load times
• Touch-optimized content interactions
• Micro-interactions
• Sufficient clear space to allow focus on the text
Component 1:
11. Structured Content
• Atomic units of information
• Metadata and keyword plan to support search
engine optimization (SEO)
• Tagging and taxonomy
• Associated social posts and promotions
Component 2:
13. Engagement Opportunities
• Calls-to-action (CTA)
• Commenting/reader contributions
• Ability to share and amplify through social media
• Opportunities to follow the story through mobile push
alerts and email updates
• Subscription opportunities (podcasts, playlists)
Component 4:
14. Technology
• Content management system (CMS)
• Cloud-based collaboration tools
• Experimentation capability to optimize content based on
audience behavior
• Analytics framework
Component 5:
15. “Far too often for writers and editors
the story is done when you hit publish.
At The Huffington Post, the article
begins its life when you hit publish.”
Paul Berry, TheHuffingtonPost
17. Begin at the beginning.
Analytics planning begins when the story planning begins, not when the
story goes live.
18. Involve your team.
Analytics is a team sport. Your team will want to know how the story
performed as a whole, and members will want to find out how well their
particular contributions performed. Who’s “the team?”
• Strategist
• Writer
• Editor
• Designer
• Photographer
• Videographer
• Social Media Specialist
• Developer
• Analytics Specialist
• Project Manager
19. Experiment.
Don’t be afraid to try new things. Often, there’s no “right” answer and
several “great” options.
20. Measure everything.
With every facet of the story you produce, ask yourself how you’ll be
able to get feedback to refine and improve your efforts.
21. Turn data into insights.
Too often, we end our analytics efforts at data collection. Improvement
depends on actually examining the data, drawing conclusions,
generating additional questions, refining, and testing. Rinse. Repeat.
38. Install Tracking Code
• Place tracking code on pages
• Create goals
• Plan for subdomain tracking
• Create views and segments
• Google Tag Manager configuration (if applicable)
Step 2: Implement
58. “Part of this job is about storytelling,
but when you can take an action and
show people rather than just telling
them, it can be really powerful.”
Ben Steele, SeniorVPandCCO,REI
59. “REI's decision reflects its fundamental
empathy for its customers, who have
zero desire to stand in line for the best
deal on a gorgeous fall Friday.”
Charles Trevail, CEO,CSpace
61. “There’s no true way to measure
reputational boost … we are telling
better stories, and we have better
stories to tell.”
True Story
62. Our Storytelling Series Team
Ben Conley
Visual/UXDesigner
ben.conley@mstoner.com
Abby McLean
Visual/UXDesigner
abby.mclean@mstoner.com
Fran Zablocki
InformationArchitect
fran.zablocki@mstoner.com
Soni Oliver
Visual/UXDesigner
soni.oliver@mstoner.com
Joel Pattison
DirectorofStrategy
joel.pattison@mstoner.com
Greg Zguta
Technologist
greg.zguta@mstoner.com