Knight Center

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Knight Centerfor Journalism in the Americas

Bobby Hammelman, Brian Meller, Cameron White, Qing Ye

13年1月15日星期二

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Today’s Agenda• Background and overview of the site• Site Audit• Metrics• Recommendations• Q & A


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Background•Offers professional training and outreach program for journalists in Latin America and the Caribbean

•Trilingual: English, Spanish and Portuguese

•Recent launch of MOOC (Massive Online Open Course)

•Online Courses, Blogs, News, Austin Forum


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Visual History

2003 2005 2007

2009 2010 201213年1月15日星期二

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Site Roadmap


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Site Layout


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Metrics• Bounce Rate• Content• Visitors• Language


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Bounce Rate• Bounce Rate = 74%• New visitors make up 72% of the web traffic• All languages and locations have a similar bounce rate


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Content

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Knight Center News

Blog Headlines


Content:

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2.6%

4.3%

~2% clicks below

~1% clicks below

~0% clicks below

0.4%

-Top Entry Page-Top 2nd Exit Page

Homepage


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Language• English is the most used language on the site• Spanish and Portuguese hold the same numbers with occasional increases and decreases

• The newsletter has more subscriptions in Spanish and Portuguese than English


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Visitors • 142,212 visits from September 21 – December 1• Jump in traffic in late October from the Brazilian Google News article and the announcement of the MOOC


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Recommendations• Home-page reorganization• Video• Crazy Egg• Newsletter• Social Media Strategy


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Home-page Reorganization


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Video


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CrazyEgg• Analytic tool with several functions that can help your site• Displays a heat map, showing where visitors click • Scroll map tool that shows you how far people are scrolling down

• Free 30-day trial

• Implement an Exit Survey


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Newsletter


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Social Media Strategy• Too many news stories and blog posts are being pushed through social media

• Diversify content by posting more pictures and videos• Interact and build relationships with the readers


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Q&A


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