UNIVERSITY COMMUNICATIONS ANALYTICS OCTOBER 2016
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
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