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Dashboard - Stephens College –Facebook

Site Usage August 31, 2009 – December 31, 2010 Visits – 1,424,130

Bounce Rate 61.51%

Visitor’s Overview – 294,862

Page views – 3,840,327

00:02:42 Avg. time on site

Goal – 40% Conversions

Pages/Visit – 2.70

19.92% New Visits

Absolute Unique Visits- 26.43%

University of Missouri 50,457 (+82%) Visits 60.4% Direct Traffic (+116%) 26,046 (+64%) Absolute Unique Visitors 22.01% Referring Sites 1.51% 167,340 (+77%) Page views 17.47% Search Engines 3.32 (-2.6%) Average Page views 0.11% Other 2:00 (-7.7%) Time on Site 47.28% (+1.8%) Bounce Rate 49.97% (-12.4%) New Visits

New Visits

Bounce Rates

Stephens 19.92%

Stephens - 61.51%

Missouri – 49.97%

Missouri –

Recommend more information about Stephens on info page.

Recommend more interesting and engaging videos and posts.

Direct Traffic

47.28%

Average Time on Site Stephens –

2.46

Stephens - 38.11%

Missouri-

2.00

Missouri – 116.00%

Recommend improving navigational elements to make site more user friendly.

Recommend increasing quality links. Email Program

Improve Site Search tool to decrease search time.


Hunter Page 2 Executive Summary

Facebook helps provide a way for schools to reach a student where they are and allow students to feel connected to their school, which can increase applications and the number of enrolled students. Universities using Facebook to reach students must continuously analyze and improve their social media pages in order to attract and retain students. Facebook Insights is an excellent way to track and analyze the metrics for a university’s social media website. Using the data from Facebook Insights, the metrics for Stephen’s College Facebook website is presented in a dashboard format along with recommendations for improvement. These recommendations are based on comparative data from another nearby university, the University of Missouri. The metrics used for comparison in this report include new visits, bounce rates, direct traffic and average time spent on page: 

New Visits– Stephens has a 19.92% new visit rating compared to Missouri’s rating of 49.97%. Missouri does offer a significant amount of information pertaining to the history of the university on their Facebook information page. It is therefore recommended that Stephens add more information regarding their history and legacy to their information page.

Bounce Rates/Direct Traffic – The bounce rate for Stephens is 61.51% compared to UOM 47.28%. Stephens can decrease bounce rate by increasing user engagement by providing higher quality videos for visitors to watch. Some students have posted comments requesting more videos of life at Stephens.

Average Time on Page – Currently Stephens has an average time on page of 2.46. The University of Missouri has an average time of 2.00 minutes. If it takes too long


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for users to find key pages, there could be a navigational problem that needs to be addressed in order to allow easier access and more a more user friendly website.

Recommendations The first recommendation is to update the home page as well as the information page for Stephens College. There is very little information on this page and with the rich history of Stephens College, much more information could be provided. The University of Missouri has linked their Wikipedia page to their information page on Facebook. I recommend Stephens do the same in order to provide more information to prospective as well as current students on their history and legacy. When researching a university to attend, students need as much information as possible and being able to access this information on Stephen’s Facebook page will be of great benefit to them. There are also more marketing opportunities for Stephen’s on their home page. They could add more information regarding their most popular programs in order to obtain student interest and enhance their page with some of the benefits of obtaining a college degree from Stephen’s college. Currently, Stephens has a 19.92% new visit rating. It may be in Stephen’s best interest to analyze and compare their site to other universities such as the University of Missouri, who have much higher new visit ratings. A click density analysis from the site overlay report could be done as well in order to determine which links are driving conversions. This may help explain the high bounce rate as well.


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The second recommendation is in regard to Stephen’s bounce rate of 61.51%. Currently, our YouTube view percentage rate is 21% for the equestrian program. However, student’s films have a much lower view rate of from 3-15%. Therefore, higher quality videos should be posted in order to increase views and user engagement. One of the student comments on the video of Stephens in the snow says “I would love to see more of these videos of Stephen’s through the seasons.” YouTube videos would be a great way to increase user engagement. With the excellent filmmaking program at Stephens, more videos could be produced by film students to advertise what an excellent school Stephens is and to give prospective students more information about the types of degrees offered at Stephens. This type of interaction with more informative interesting videos of life at Stephens could increase campus visits to 40% by the end of May 2012.

Providing more links on the homepage is another way to decrease the bounce rate. Using links to take students to informative pages regarding the degrees offered at Stephens as well as links regarding upcoming events and high quality videos and posts made by students in all programs at Stephens is a good way to increase user engagement. Videos of stories by Stephen’s students regarding their externships or jobs obtained after graduation are also valuable ways to keep users interested in what having a degree from Stephens can do for them. The University of Missouri has listed an aggressive E-mail campaign as the main contributor to their high increase in direct traffic. Stephens could institute a similar mass email program in order to increase direct traffic from high school students as well as older students. This direct E-mail program could increase Stephen’s direct traffic percentage to 100% by the year 2012.


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The third recommendation is in regard to the average time spent on page. A consultant could be used to help determine the best core navigational elements to use on the site in order to make the site easier to navigate and more user-friendly. This would also increase the conversion rate of page visits to campus visits. Site search is the navigational element that users will use the most. This site search engine must deliver quality results. A list of key terms searched most and bounce rates for those terms will need to be analyzed in order to improve the site search engine. Visitors who use site search end up converting to a higher rate than those that don’t. Therefore, with an optimal improved site search, Stephens can expect a higher conversion rate of 40% by the end of May of 2012.

There are four facets to search engine optimization strategy: current performance; traffic, content coverage; indexing by search engines, keyword performance; search engine results and outcomes.

You can improve your search engine results to bring traffic to your site as well by having a website that is easily indexable by the search engines, ensuring your URL structure is clean, using JavaScript in links, ensuring that the content on your pages is relevant and using the right keywords. It would benefit Stephens to have a consultant who could do an SEO analysis and recommend ways to improve Stephen’s search engine strategy so that any time a potential student types in a career search for degrees relevant to what Stephens offers, Stephen’s College would pop up. That should be the main goal to increase the chances that Stephen’s site will show up when people use search engines to look for terms relating to Stephen’s College. This will be the key way to bring more people to Stephen’s Facebook page and then their website, which will bring more of the desired results or outcome they are looking for, which is a campus visit and a conversion to enrollment.


Social Media Dashboard  

Social Media Measurement and Analysis dashboard.

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