Research Examples - Valley and Associates

Transcription

Steven Valley
Marketing/Creative Director
25 years of creative, marketing, management
and mentoring experience
Contact:
Home:
Cell:
Email:
703-241-1849
703-608-7926
[email protected]
PDF Research and
Reporting Samples
Selected work from 2009-2013
How I am involved with these pieces:
The work in this document represents some of my most
recent research and reporting activity. This document
contains a monthly report, asocial media activity product
report, and a proposal for different digital property.
• Page 2: Monthly Website Activity Report for NFCU
• Page 3-5: Activity Report for Product and Service activity
on NFCU’s Facebook page
• Page 6-29: Proposal for an iPhone App
• Page 30-35: A research paper on the use of Community
pages by NFCU’s competitors
Monthly Website
Report
August 2011 – NFCU Web Properties KPI Report
Traffic analysis from August 1st thru August 31st, 2011 for: www.navyfederal.org & www.navyfcu.org
NFCU Membership by Month
3.78
3.71
3.72
3.71
3.68
3.68
20
18.42 18.03 17.97 17.26 17.61 18.09
15
3.66
10
3.64
5
3.62
Apr-11
May-11
Jun-11
Jul-11
Aug-11
10
5
78%
75%
80%
81%
81%
1.47
1.46
1.52
1.49
1.48
Apr-11
May-11
Jun-11
Jul-11
Aug-11
Mar-11
Apr-11
May-11
Jun-11
Jul-11
Aug-11
New vs. Returning Visitors
80%
1.46
0
Mar-11
90%
22.78
15
0
Mar-11
21.00 21.34 21.00 20.20
20
30
25
22.80
25
37.71 36.89 36.25 37.20 38.36
35
3.72
in millions
3.74
40.30
40
3.75
3.76
in millions
45
Unique & Total NFOAA User Sessions
in millions
3.8
3.78
3.7
Visits & Page Views to NFO
Traffic Sources
Average Time on Site
81%
0:05:46
64%
70%
0:05:19
0:05:02
60%
0:04:19
50%
57%
63%
56%
54%
53%
24%
24%
24%
13%
13%
70%
60%
50%
0:03:36
40%
0:03:32
40%
0:02:28
0:02:53
30%
20%
22%
19%
19%
0%
0:02:27
0:02:02
0:01:26
19%
30%
10%
Apr-11
May-11
Jun-11
New
Jul-11
Aug-11
19%
14%
11%
11%
13%
Apr-11
May-11
Jun-11
Mar-11
0:00:00
Mar-11
Returning
20%
0%
0:00:43
Mar-11
23%
20%
0:02:10
25%
20%
10%
0:02:22
Apr-11
May-11
Jun-11
Jul-11
Aug-11
Referring
Jul-11
Search Engines
Aug-11
Direct
Gross and net visit counts compared:
Month:
Gross Visits
Internal Visits
Sub-total Visits
Bounce Rate
# Pgs Viewed
Net Visits
Year previous net visits
August: .. 18,093,328......... 163,180 ........ 17,930,148 ...........27% .......2.12 ....13,089,008 ....14,100,392
July: .. 17,609,184......... 152,749 ........ 17,456,435 ...........27% .......2.22 ....12,743,198 ....14,337,752
June: .. 17,263,743......... 154,983 ........ 17,108,760 ...........27% .......2.10 ....12,489,395 ....14,923,548
May: .. 17,972,345......... 196,367 ........ 17,775,978 ...........27% .......2.05 ....12,976,464 ....14,941,736
April: .. 18,003,509......... 199,253 ........ 17,804,256 ...........26% .......2.09 ....13,175,149 ....15,784,048
March: .. 18,415,419......... 169,830 ........ 18,245,589 ...........23% .......2.19 ....14,049,104 ....12,481,990
Top 5 pages on NFO by page views and their navigation summary (these 5 pages accounted for 87% of the total page views for NFO):
Where did they come from
89%
Entered:
11%
From page:
1%
Entered:
99%
From page:
86%
Entered:
14%
From page:
19%
Entered:
81%
From page:
10%
Entered:
90%
From page:
Page
Direct
20%
15%
Direct
10%
Exited
login/aa
google
Exited
406,361 page views
google
contact-us.php
/hp/contactUs
325,464 page views
google
Login/aa
Exited
Login/aa
Exited
products-services/loans/mortgage/mortgage.php
224,438 page views
Home Page
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
20%
20%
17%
13%
14%
12%
10%
9%
5%
16%
15%
14%
13%
8%
7%
0%
Apr-11
May-11
Bing
Jun-11
Yahoo
Home Page
Site
27%
Next page
73%
Site
83%
Next page
17%
Site
35%
Next page
65%
Site
53%
Next page
47%
Site
44%
Next page
56%
Mix of browsers used to access NFO
17%
August_2011_report.docx
Home Page
account-management/index.php
Login/aa
17%
Mar-11
Login/aa
13,179,117 page views
Home Page
23%
16%
Exited
home page
20,211,427 page views
Login/aa
New visitors from search engines by efficiency
25%
Where did they go to
Jul-11
Aug-11
Google
6%
15%
7%
15%
2%
7%
15%
18%
19%
61%
1-Mar
18%
8%
7%
14%
14%
9%
7%
14%
14%
9%
8%
14%
14%
58%
58%
57%
55%
54%
1-Apr
1-May
1-Jun
1-Jul
1-Aug
IE
1 Safari
FireFox
Chrome
Android Browser
9/22/11 1:54 PM
Activity Report for
Products and Services
Social Media: After Action Report Overview: Report Date: Report Author: Requesting Department: Project Title: Run Dates: Description: Objective: 9/5/12 Steven Valley Credit Cards Member Mall, Back to School Promo – August 2012 A four post effort to promote the Marine Corps “Toys-‐for-‐tots” program To promote “Toys-‐for-‐tots” program and to help create awareness from our members and non-‐members to give to the program and to help explain the rules for toy submission ie: unwrapped toy for boy or girl. 4 Days – December 5 thru December 11 (1 week) • Total 4 Posts Wed-‐12/5, Thur-‐12/6, Sat-‐12/8, Tue-‐12/11 Executive Summary of Activity: PR requested a multi-‐post advertising effort on Facebook and was based on using pictures promoting the time of year from a military perspective and used internal graphics and photos as well. The promotion went off as planned and had: • 1,349,618 friends of our fans potentially saw at least one of these posts (average # of friends of our fans times the total # of comments, shares, and likes: 199 x 6,782) • 0 people visited NFO from these posts • 0.00% of traffic to NFO came from this effort Three of the posts had pictures associated with them and one was a survey. Individual Posts Breakdown: Key: Reach = Unique viewers • Engaged = Total Unique viewers who clicked on the post • Talking = Total Unique Fans sharing, liking, commenting • Virility = % of fans who created a story around the post out of the total # of unique viewers Date:
Post
Reach
Engaged Users
Talking about
this
Virality
47,642 2,302 814 1.72% 12/11/12 Text only 762 Likes • 32 Share • 20 comments Social Media AAR for Toys for tots December 2012.docxJan. 16, 13 1 Social Media: After Action Report 12/8/12 This post was highlighted 580 likes • 34 Shares • 9 Comments 66,287 1,582 623 0.96% 4,384 171 2 1.62% 85,999 6,233 5,343 5.71% 204,312 10,288 6,782 12/6/12 Survey 2 Likes • 0 Shares • 0 comments 12/5/12 Photo from Sgt Grit 4,476 Likes • 670 Share • 197 comments Totals: 6 Days 4 Posts Social Media AAR for Toys for tots December 2012.docxJan. 16, 13 2 avg: 2.25% Social Media: After Action Report SPECIALIZED METRICS Google Analytics Report: (All visits from all sources) Dec 5, 2012 – Dec 11, 2012 For Landing Page: There was no specific page the traffic was being directed to on NFO Visits Landing page: 0 Site Averages: 0.00% / 0 (% of total site visits) Pages/Visit Average Duration % New Visits Bounce Rate 0.00 00:00:00 0.0% 0.0% 0.00 00:00:00 0.0% 0.0% Bitly Metrics: Dec 5, 2012 – Dec 11, 2012 This effort had 1 bitly marks generated for it. For bitly mark: http://bit.ly/Rx2MI 0 clicks were registered on this bitmark Social Media AAR for Toys for tots December 2012.docxJan. 16, 13 3 iPhone App Proposal
Navy Federal Visa Buxx
Traxx iPhone App Demo
Property of Navy Federal Credit Union
Steven Valley
Monday, March 19, 2012
First proposed: 8/15/2011
Broken into two parts:
1. Parent portion of the app
2. Teen portion of the app
Visa Buxx App Concept Document
1 Monday, March 19, 2012
Parent section of the app
Splash Screen:
Parent Home Screen:
Transaction Screen:
Transactions Notes Screen:
Parent Rewards Screen:
Parent Funding Screen:
Parent Funding Confirmation Screen:
Parent Login Screen:
Teen Section of the App
Teen Home Screen:
Transaction Screen:
Transactions Notes Screen:
Teen Need it Now Screen:
Teen Wish List Screen:
Teen Wish List Detail Screen:
Teen Rewards Screen:
Teen Transfer Screen:
Teen Transfer Confirmation Screen:
Teen/Parent Account History Screen:
Teen/Parent Account Spending Screen:
Teen/Parent Account Categories Screen:
Teen Login Screen:
Community Pages
Research Paper
Community Pages Report March 13, 2013 By: Steven Valley Companies reviewed: •
•
•
•
•
USAA Bank of America Wells Fargo PNC American Express Summary: Only one of the five companies featured in this report uses a community page to organize and showcase their digital and social properties. The rest use a combination of pages, containers, and sites, these same companies limit their use and showcasing of their digital and social properties. All but 2 show their digital and social properties in their footers on all pages, only one shows more than the standard Facebook, Twitter, and YouTube channels and only one allows viewers to share the content on their site with social outlets. One uses their blog to showcase multiple Facebook, twitter, YouTube, and blogs with, so their main blog becomes their community page. Overall there is no common use of these pages by FI’s. Community Pages Report.docx
1 March 14, 2013
Introduction: A community page is a page on a company’s main web site that is dedicated to the housing and explanation of a company’s social media and digital properties. The concept behind the page is to allow a viewer to see, in one place, all of a company’s digital properties, understand how they fit together, and then give them some context for why they exist. It has the added benefit of allowing a company’s main web site the ability to reap some of the SEO weight they may yield and also helps to combat questions about phishing schemes. This report was written to give some insight into how other FI’s are using these community pages. Initial Findings: 1. USAA — Yes they have a community page USAA is the only FI that uses a designated Community Page to organize its social properties with. It has several digital properties (blogs, bulletin boards, social media) and all of them are easy to get to via a bar of links located at the foot of every page. 2. Wells Fargo — Kind of a community page Wells Fargo groups all of their social properties on their blog and nowhere else not even in their footer, this then makes their main blog page a kind of community page. 3. Bank of America — No community page Bank of America has limited availability to their social properties and they are only accessed via their About Us page. They have no blog and they are very limited in the their use of social media. 4. PNC — A community page that is indirectly one PNC uses social everywhere but they don’t have a blog they do however have a Digital Center page that has stories social access and videos as well as access to their social properties. 5. America Express — No community page – as of right now American Express uses more than the standard 3 social properties, they feature them in their footer on their contact us page and they sprinkle them throughout their site if and where it makes sense. They have a blog yet none of it is centrally located anywhere as a group. Amex’ blog, Open Forum, is launching a new Open Forum Community and its by invitation only and is in beta at this time. Recommendation: Since the military community has embraced social media in a very profound way and since it works well with our culture NFCU should create a page to showcase our properties and make them easily accessed and understood. Since NFCU will in all likelihood continue to develop more digital properties, a place where they can be grouped and showcased will be needed. Community Pages Report.docx
2 March 14, 2013
USAA Community Page: USAA Has a very organized page for their community, titled: USAA Community Hub it houses all of their blogs, social channels, and other member outreach tools. USAA Has 4 blogs and they use Facebook, Twitter, and YouTube. Odd thing is they list the number of Facebook and Twitter likes and followers but they haven’t updated the counts on the Hub in over a year. USAA puts Social Media icons on all of its pages by means of the footer; they also show their blogs in a band on the bottom of all their pages above the legalese. USAA also uses their blogs, social channels, and RSS feeds in areas around their site separate from the footer when and where it makes sense. Community Pages Report.docx
3 March 14, 2013
Bank of America Community Page: Bank of America doesn’t have a community page; they do not put social icons on the home page. They do not use the social icons throughout their site or in the footer. Their About Us page is where there are community connections and the use of social media icons. Bank of America has no blog and only uses Facebook, Twitter, and YouTube, their community outreach advertising is limited to very specific sections of the site with the greatest concentration on their About us page. They do not list their social media in their footer on the main site, they put it in the footer on very select pages. Community Pages Report.docx
4 March 14, 2013
Well Fargo Community Page: Wells uses their About Us page to link you to their social media, blogs and community outreach. All of the blogs and social media are accessible from this page via a link; Facebook is broken out as a separate link. Twitter and YouTube are only assessable from the main blog page. When you go to their blog site you will be able to see that Wells has multiple blogs, twitter accounts, YouTube accounts, and Facebook accounts. They do not use the social media icons on the site or in the footers. Community Pages Report.docx
5 March 14, 2013
PNC Community Page: PNC doesn’t have a Community page; they do have a Digital Center in their Media Room (PR). They do have social icons scattered about the entire site with links to their properties as well as to share info via social channels. PNC does not have a blog but they do offer posts content, pictures, videos, and press releases via this outlet. PNC also offers access to their social channels via their About PNC page on their web site. Community Pages Report.docx
6 March 14, 2013
American Express: American Express uses more than just the mainstream social channels and they have a blog. They do not have a community page that is on the main site; they do however have all of their social media channels represented on their blog Amex is also advertising on their blog the availability of an Open Forum Community by invitation only. Community Pages Report.docx
7 March 14, 2013

Research Examples - Valley and Associates

Transcription

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