HomeMy WebLinkAbout2015-05-15 - Agendas - Final AGENDA
ADVERTISING AND PROMOTION COMMISSION
May 12, 2015 2:00 p.m. Fayetteville Town Center
A special meeting of the Fayetteville A&P Commission will be held on Tuesday, May
12th at 2 PM in the Directors Room at the Fayetteville Town Center located at 15 West
Mountain Street, Fayetteville, Arkansas.
I. Call to Order—Ching Mong
II. New Business:
1. Proposed Partnership with Bikes Blues & BBQ: An interactive marketing
campaign to increase awareness of Bikes Blues & BBQ along with motorcycling
in Northwest Arkansas.
Adjourn
BIKES BLUES & BB
INTERACTIVE MARKETING
PROPOSAL
April 16, 2015
PREPARED FOR:
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Joe Giles, Brian Crowne and Marla Johnson, Hallie Shoff ner,
John McIntosh Sarah Stashuk, Ben Brockman
Bikes Blues & BBQ and Levett Kwong
www.bikesbluesandbbq.org Aristotle, Inc.
www.Aristotle.net
110
TABLE OF CONTENTS
GOALS &OBJECTIVES..................................................................................................................................... 3
INTERACTIVE MARKETING TACTICS............................................................................................................... 5
CONTENT MARKETING&CALENDAR...................................................................................................................... 5
SEARCH ENGINE OPTIMIZATION............................................................................................................................ 5
PAIDSEARCH..................................................................................................................................................... 7
SOCIAL MEDIA PROMOTIONS................................................................................................................................ 7
TRAINING .......................................................................................................................................................... 8
BUDGET............................................................................................................................................................. 9
or ARISTOTLE - 401 West Capitol Ste 700—Little Rock,Arkansas 72201 - 501.374.4638/1.800.99S.2747 - ARISTOTLEINTERACTIVE.COM
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GOALS & OBJECTIVES
Goals
1. To monetize online traffic and engagement and social traffic and engagement for additional sponsorship
opportunities
2. To increase awareness of Bikes Blues and BBQ (BBB)and tell the story of the largest charitable and
BEST motorcycle rally in the United States and the World
3. To increase merchandise sales and sponsorship opportunities
Objectives
1. Increase online traffic and engagement overall
2. Increase social traffic and engagement overall
3. Increase online traffic and engagement and social traffic and engagement throughout the year
Strategy
To develop and execute an interactive communications plan
Tactics
1. Conduct a usability audit(all metrics and recommendations to be reported to BBB and Sharp Hue) on
BikesBluesandBBQ.org including:
a. Page layout and design
b. Search Engine Optimization technical report
c. Site navigation audit
d. Site speed report and optimization recommendations
2. Coordinate with BBB content creators to build a six-month content calendar based upon:
a. Key website and social performance metrics
b. Search engine optimization reports
c. Keyword research
d. Consumer/Google research and team input
e. The incredible expertise of BBB coordinators, supporters and staff
Please note the content calendar will encompass Web content, social content and email marketing
content and coordinate not only the individual channels but also how they work as a whole.
3. Perform search engine optimizations (SEO) on BikesBluesandBBQ.org
a. Use our powerful SEO tool to identify key on-page optimizations
b. Compose optimizations on the top 6 pages of BikesBluesandBBQ.org
c. Run monthly technical SEO reports and provide key recommendations on programming and code
to Sharp Hue
4. Manage paid search/keyword buys in search engines to:
a. Drive traffic to BikesBluesandBBQ.org overall
b. Drive traffic to specific pages on the website (to be determined by content performance and
sponsorship value)
c. Increase awareness
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d. Target new and existing audiences
5. Manage social promotions and paid advertising to:
a. Promote key content on social
b. Drive traffic to key pages of the website for additional engagement and sponsorship value
6. Conduct trainings for BBB coordinators, staff and any additional stakeholders on:
a. Social media marketing
b. Content marketing (onlineNVeb copywriting)
c. Email marketing
Timeline
Aristotle proposes an initial contract from May 1st—October 31st to encompass the five months leading up to the
rally and the month after the rally(for a total of six months. After six months, we recommend an analysis and
evaluation of the work performed and make adjustments to strategy for the next six months.
ARISTOTLE - 401 West Capitol Ste 700—Little Rock,Arkansas 72201 - 501.374.4638/1.800.995.2747 - ARISTOTLEINTERACTIVE.COM
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INTERACTIVE MARKETING TACTICS
CONTENT MARKETING & CALENDAR
........................................ ...................................... ........ .................................................................................................................................................................................................................................................................... .......
"Content marketing" is a strategic marketing approach focused on creating and distributing valuable, relevant and
consistent content to attract and retain a clearly-defined audience—and, ultimately, to drive profitable customer
action. Content marketing's purpose is to attract and retain customers by consistently creating and curating
relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing
process that can be integrated into an overall marketing strategy. Strategic content planning and creation is also a
great way to enhance search engine optimization, increasing user engagement and reducing bounce rate.
BBB and Aristotle will work together to coordinate a six-month content calendar that plans for content creation for
the BBB homepage and interior pages of the website, social and email marketing.
This process includes bi-weekly content planning and strategy meetings (1.5 hours in length) meetings with BBB
content creators to plan for six months of Web, social and email content.
SEARCH ENGINE OPTIMIZATION
Natural search performance is an instrumental driver of traffic to URL OPTIMIZATION
any website even as the rules for Google consistently change. Arkansas State Parks(Project)
exeelient
Aristotle recommends a SEO package that includes: 00* g'a°e
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1. Advanced SEO Tracking 1053N oor E
a. 1 managed domain
b. Up to 350 weekly keyword search queries in SITE OPTIMIZATION
Google U.S. Arkansas,State Parks IProjecfj
c. Up to 10 benchmark or competitor domains
d. Google reporting integration %
e. Social reporting integration
E3 Errors 220
2. On-Page SEO Updates (3 pages per month) „ W3mings 9,052
3. Technical SEO Monitoring Notices 115
Good SEO practices require a site to be updated
frequently with new copy, posts and technical edits. SITE OPTIMIZATION
Inevitably unavoidable and unforeseen errors can occur. Arkansas Sta+++e'Parks(Projectl
Additionally, Internet platforms including search engines, E3 Errors 220
websites and other software are continually evolving and Warnings 9,052
upgrading. These external upgrades can also cause Notices 115
errors. To combat any errors that may occur, Aristotle will
run technical SEO audits and provide recommendations to
Sharp Hue for technical optimizations, such as:
ARISTOTLE - 401 West Capitol Ste 700—Little Rock,Arkansas 72201 - 501.374.4638 1.800.99S.2747 - ARISTOTLEINTERACTIVE.COM
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Duplicate or missing title tags (The title tag is one of the most important factors in search engine
optimization. It is the "page heading"for each individual page and is usually displayed as the headline
in search engine results.)
404 errors (These error states that the requested site cannot be found and are not included in search
engines' indices. Since each inaccessible domain costs crawling potential this can mean that
important pages will not be crawled by the search engines.)
4XX errors (These errors prevent the indexation of a document by search engines.
403 errors (These errors indicate that access to the requested URL is prohibited. This usually occurs
when the user's authentication has failed.)
Duplicate or missing meta description tags (A page's meta description is a descriptive text in search
engine results. It describes a page's content in around 160 characters. Each page should have an
individual meta description.)
Many dynamic URL parameters (A high number of dynamic parameters in a URL can indicate that
the parameters will be used for sorting. Search engines treat URLs with different parameters as
separate URLs. If there is only a slight change in the content of the page, you will end up producing
duplicate content.)
Internal broken links (Internal links that do not link to accessible URLs influence the crawling behavior
of search engines in a negative way.)
Title too short or too long (Title tags are the "headlines"for each pages and is usually shown as a
headline in search results. The page's content should be outlined in the title tag in a single sentence
with a maximum of 70 characters.)
Mixed redirects (A mixed redirection is the description of different one after the other occurring
redirections.)
30X redirects (Search engines normally recommend the use of so-called permanent redirections.
Other redirects may be used, but are not recommended because they do not transmit link strength.)
Dead-end links (These are pages that are linked to internally, but that have no outgoing internal links
or these links are marked as nofollow by using meta nofollow.)
Long loading time (The longer a page's load time, the greater the chances that visitors will quickly
leave the page again, and sooner or later the page will end up with worse rankings in search engine
results.)
301 redirects (A permanent redirection signals to the visitor and search engines that an outdated URL
was called and automatically redirects to the new(current) URL.)
Noindex tags (This is an instruction to search engines to not include a page in search indices.)
Canonicals (This signals to search engines that there is a page with similar content that should be
preferred over the current one.)
4. Monthly Update Reports
a. On-page SEO updates completed
b. Technical SEO updates completed
ARISTOTLE - 401 West Capitol Ste 700—Little Rock,Arkansas 72201 - 501.374.4638/1.800.995.2747 - ARISTOTLEINTERACTIVE.COM
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PAID SEARCH
...............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
Paid search is one of the most cost-effective forms of advertising and continues to see growth as search engine
giants like Google and Bing further refine their search algorithms. It is a KEY part of a search engine marketing
strategy
Additionally, we know from Google studies that paid search is an essential part of an overall marketing plan to
move users to web conversion. The following graphic was compiled from Google's analysis of millions of
consumer interactions through Google Analytics. The search giant distilled this data to show how different
marketing channels affect online conversion decisions. For an organization in the travel industry like Bikes, Blues
& BBQ, data shows that paid search is crucial to inspiring a customer who knows about BBB but has yet to take a
desired action (visit the website, spend time engaging with content, sign up for enews, purchase merchandise).
MORE OFTEN AN MORE OFTEi�THE
ASSIST INTERACTION LAST INTERACTION
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Display Social Organic Referral Email Direct
Click Search Brand
Raid
Search
Aristotle and BBB have received an adgrant from Google for$10,000/Mo ($120,000/year). This is an incredible
opportunity for BBB! This$10,000 will be used for media pass-through. BBB will only be charged Aristotle's media
management fee. This fee is usually 15% of the pass-through costs; however, because BBB is a charitable
organization, Aristotle will reduce our fee to 13.5% or$1,350/Mo.
SOCIAL MEDIA PROMOTIONS
..............................................................................................................................................................................................................................-----------------------------------------------------------------------------------------------------------------------------------------.-_.........
Aristotle recommends limited social media paid advertising for smaller promotions in the months leading up to the
rally to increase engagement. These promotions could be as simple as"Tell us your favorite motorcycle route in
Arkansas and enter to win a free Bikes Blues and BBQ t-shirt!"These posts can be inexpensively promoted and
scheduled via the content calendar.
ARISTOTLE - 401 West Capitol Ste 700—Little Rock,Arkansas 72201 - 501.374.4638/1.800.99S.2747 - ARISTOTLEINTERACTIVE.COM
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TV
TRAINING
................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
Aristotle recommends two 1.5 hour trainings:
1. Social media marketing
2. Email marketing
These trainings will include:
1. Overview of the channels and platforms
2. Goals and objectives for BBB
3. Tactics to reach goals and objectives
4. Best-practices
ARISTOTLE - 401 West Capitol Ste 700—Little Rock,Arkansas 72201 - 501.374.4638 1.800.99S.2747 - ARISTOTLEINTERACTIVE.COM
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1VkA4)%T ARISTOTLE'
BUDGET
This budget is for six-months.
Category Amount
Usability Audit $750
Content Marketing &Calendar $7,000
Search Engine Optimization $10,000
Paid Search $60,000
Media Management Fee $9,366
Social Media Promotional Advertising $1,500
Training $1,500
Total $90,116
Total Covered by Google Adgrant $60,000
Total Aristotle Budget $30,116
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or ARISTOTLE - 401 West Capitol Ste 700—Little Rock,Arkansas 72201 501.374.4638 1.800.99S.2747 ARISTOTLEINTERACTIVE.COM
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Congratulations!
We're pleased to inform you that Bikes Blues & Barbeque Inc. has been approved for
Google Ad Grants. We're glad to have you as part of the program and we hope that your
AdWords grant will help you find additional support for your nonprofit.
IMPORTANT: Please note that the AdWords system and interface is designed for our paying
advertisers. You may find that some features or advertising opportunities may be restricted
within your account. It's important to learn the key differences between a Google Ad Grants
account and a regular AdWords account, and set your account settings accordingly.
Google Ad Grants accounts:
• have a daily budget set to USD 330 dollars total for ALL campaigns, which is equivalent to
about USD 10,000 per month
• have a maximum cost-per-click(CPC) limit of USD 2.00
• only run keyword-targeted campaigns
• only run text ads
• only run ads on Google search result pages and not on the Google Network
• run ads for as long as your organization remains actively engaged with your AdWords account
•per Google Ad Grants guidelines, you are required to log in and manage your account at least
once per month. Failure to log in for three consecutive months may result in your account being
automatically cancelled or paused.
If any of your settings are not according to the Google Ad Grants guidelines,please make the
adjustments to your account now.
Below are some very important steps you'll need to take, so please read this carefully.
1. Create your campaigns
Please note that although your account is now active, you still need to set up your campaigns in
order to start running. When you're ready to start, please sign in to your account at
www.adwords.google.com and create your first campaign. Learn how to create your campaign
at:
https://support.google.com/iionprofits/answer/I 689506?hl=en
Your ads should begin to run once you've created your campaign. If you want to preview how
your ad looks,use the Ad Preview Tool at www.google.com/AdPreview. Learn more at
https:Hsupport.google.com/adwords/answer/1704363?hl=en.
2. Monitor your campaign performance
Once you've created your campaigns, it's very important that you enable the Quality Score
column within your account and monitor this column on a daily basis for the first 2-4 weeks; this
can take as little as 5 minutes a day if your account is performing well. Quality Score is a vital
measure of your campaign's performance, and the first few weeks are when your account will
earn its initial quality score. Here's how to enable the quality score column within your account:
https:Hsupport.google.com/adwords/answer/24540 10?hl=en.
In tandem with your Quality Score, you should monitor your clickthrough rate (CTR)which
shows how often people who see your ad actually click it. Ideally, you should aim to have a CTR
that is above I% for each of your keywords; the higher the CTR, the better.
Here are some things you can do if a keyword has a CTR of less than I%, meaning that it
generates a lot of impressions but very few clicks:
-Pause or delete that keyword;poorly performing keywords can lower your Quality Score,
which can prevent your account from being able to show ads at all.
-Move the keyword to its own ad group with an ad that relates more directly to that keyword.
For example, the keyword "elementary school scholarships" might perform better in an ad group
whose ad has "Elementary School Scholarships" as the headline in the ad text.
- Combine a singular keyword with other keywords to make it more specific. For example,
change "scholarship" to "elementary school scholarship."
-Add more negative keywords to your account
- Search Google for the keyword to learn more about the other search and sponsored link results
showing for that keyword. This can help give you ideas for rewriting and differentiating your ad.
As always, when making changes and additions to your AdWords account, we strongly
encourage you to only include highly targeted and relevant keywords specific to your
organization. The addition of irrelevant and general keywords can negatively impact account
performance and may stop the delivery of your ads.
For help resources and guides,please visit https://support.google.com/nonprofits/.
We're glad to have you in the Google Ad Grants program.
Sincerely,
Google Ad Grants Team
Application Information:
Charity ID: 03-0426716
Organization: Bikes Blues & Barbeque Inc.
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WEBSITE AND FACEBOOK
VISITOR ANALYSIS AND RECOMMENDATIONS
O mediavision2020
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During February, 2014, Mediavision2020 conducted an in-depth analysis of Bikes Blues & BBQ's website and Facebook
traffic. The following pages detail the results and analysis of our findings. We found a high level of visitor loyalty and
engagement from visitors throughout the United States, especially during the event month of September. The BBB visitor is
a highly desirable consumer with disposable income and interests in a variety of categories ranging from technology to real
estate and travel. The usability and multi-device responsiveness of the website ranks well above it's competitors in the
industry.
The BBB Facebook page has over 131 ,000 current likes and is growing at a very impressive rate. One of the stand-out
stats is the average 1 ,000,000 reach per day during the month of September. This high level of reach indicates a very
engaged fan base.
Perhaps the most encouraging data of all is that the 2014 growth recorded on both the website and on Facebook have
come from organic, non-paid traffic sources leaving tremendous opportunity to reach an even larger audience in 2015.
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Date Sessions Pageviews Pages / Session Avg. Session Duration Bounce Rate % New Sessions
2014 YTD 1 254,823 1 678,965 1 2.66 1 0:02:49 1 53.60% 66.03%
!
Sessions
240.044
100 040
April 2414 JLI 2414 October 2414 January 2415
Notes:
• The largest spike in website traffic occurs on the week of September 20th, peaking on September 26th with a total
number of 141,619 page views.
• Traffic slowly tapers off after this date, but continues to be higher than average through October 2nd.
• Bounce rates remain relatively consistent throughout the months.
• % of new sessions on the website continue to steadily increase, with a total of 71. 11% new sessions in the month of
February 2015.
(Analytics tracking was not present between the dates of July 1st to September 1st.)
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.1-111111110 Tra c Breakdown by Channel
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Organic Search 65.39% 109590 50.81% 2.79 0:03:01
Direct 50,544 65.69% 33203 62.86% 2.21 0:02:10
Social 19,608 65.78% 12899 54.65% 2.64 0:02:09
Referral 161P708 73.84% 12337 52.32% 2.79 0:03:37
(Other) 301 80.40% 242 61.79% 1.96 0:01:29
Email 77 57. 14% 44 42.86% 2.97 0:04:13
254,823 66.05% 168315 53.60% 2.66 0:02:49
Sessions
Notes:
Organic Search • All data references the dates of January 2014 YTD.
Direct • Organic was by far the biggest traffic acquisition channel,
Social with a total of 167,585 sessions and the lowest bounce rates.
Referral Direct traffic showed the highest bounce rates amongst all
(Other) traffic channels.
Email % of New Sessions remained relatively steady across all
channels, with referral showing the highest.
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Organic
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JL._ • • 10 KeywordssessionsSessionsBounce • • SessionDuration
bikes blues and bbq 61166 61.26% 31777 45.57% 3.05 0:03:40
bikes blues and bbq 2014 61108 61.94% 31,783 46.46% 3.07 0:03:22
bikes blues and bbq 2015 709 60.37% 428 54.30% 2.68 0:03:03
bikes blues and bbq fayettevi I I e ar 615 62.28% 383 52.20% 2.71 0:03:04
bikes blues bbq 593 62.06% 368 44.35% 3.22 0:03:29
bikes blues bbq 2014 529 62. 19% 329 55.77% 2.69 0:02:57
bikers blues and bbq 428 64.49% 276 46.96% 3 0:03:17
blues bikes and bbq 2014 389 63.24% 246 41.39% 3.21 0:03:17
bbb fayetteville ar 382 1 51.05% 195 45.55% 3.28 0:04:00
167,585 1 65.39% 109,590 50.81% 2.79 0:03:01
Sessions
120,000
100,000 - A
80,000
60,000
40,000
20,000
0
Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15
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Organ 'ic
. Keyword
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IRCEM• • • • • • •
bbb fayetteville ar 1 http://www.bikesbIuesandbbq.org/ United States ( English)
bikers blues and bbq 1 http://www.bikesbluesandbbq.org/ United States (English)
bikes blues and bbq 1 http://www.bikesbluesandbbq.org/ United States (English)
bikes blues and bbq 2014 1 http://www.bikesbluesandbbq.org/ United States (English)
bikes blues and bbq 2015 1 http://www.bikesbluesandbbq.org/rally-info/dates-schedule/ United States (English)
bikes blues and bbq fayetteville ar 1 http://www.bikesbluesandbbq.org/ United States (English)
bikes blues bbq 1 http://www.bikesbluesandbbq.org/ United States (English)
bikes blues bbq 2014 1 1 http://www.bikesbluesandbbq.org/ United States (English)
blues bikes and bbq 2014 1 http://www.bikesbluesandbbq.org/ United States (English)
Notes:
• The table above highlights the Google rankings for top organic keywords.
• As seen above, all keywords driving traffic to the website are ranking at #1 for Google.
• Focusing on improving non-branded searches leading up to September would be another way to drive qualified organic traffic.
• Setting up a Webmasters Tools account is crucial in tracking, implementing, and improving overall organic traffic.
Referral Tra c Breakdown
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Source��&I SessionsBounce Rate Pages • ' SessionDuration_
lightningcustoms.com 11995 68.87% 1374 40.20% 3.48 0:03:52
nwahomepage.com 1,902 52.68% 1002 73.55% 1.86 0:08:19
cyclefish.com 11146 70.68% 810 33.94% 3.36 0:03:40
5newsonlinexom 611 70.54% 431 63.01% 2.28 0:02:41
motorcyclemonster.com 559 65.12% 364 32.56% 4.36 0:05:27
r.search.yahooxom 487 71.25% 347 37.17% 3.62 0:04:03
motorcycleevents.com 472 90.04% 425 65.89% 2.1 0:01:12
search.tb.ask.com 375 70.13% 263 32.80% 4.08 0:05:43
nwacouncil.org 372 93.01% 346 70.16% 1.79 0:01:17
buffalochip.com 302 94.04% 284 72.52% 1.94 0:00:56
16,708 73.84% 12337 52.32% 2.79 0:03:37
Notes:
• Lightningcustoms.com, cyclefish.com, and nwahomepage.com account for top 3 referral traffic to the website.
• Lightningcustoms.com, cyclefish.com, and motorcyclemonster.com showed the best user engagement, with the
lowest bounce rates out of all of the top 10 referral sites.
• We also noticed a strong presence of local websites bringing in a large amount of referral traffic.
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Social Tra c Breakdown
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Social NetworkSessionsSessionsBounce Rate Pages Session ' SessionDuration
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F a ce b o o k 18,479 66.62% 121310 54.40% 2.65 0:02:08
BI ogge r 866 43.65% 378 57.74% 2.51 0:02:34
Twitter 88 71.59% 63 62.50% 1.83 0:01:12
Me etu p 40 80.00% 32 55.00% 2.45 0:01:42
re d d i t 33 84.85% 28 81.82% 1.24 0:00:16
P i n to re st 22 77.27% 17 72.73% 1.82 0:00:30
Yu ku 21 95.24% 20 42.86% 2.57 0:00:53
AmericanTowns 13 69.23% 9 69.23% 2 0:03:09
Wi kitrave I 9 88.89% 8 66.67% 1.56 0:00:34
Wo rd P re ss 6 83.33% 5 33.33% 2.17 0:00:33
19,608 65.78% 12,899 54.65% 2.64 0:02:09
Notes:
• Facebook drove the largest amount of social traffic to the site, accounting for a total of 18,479 sessions since
Jan 2014.
• A notable social channel that is missing is Google Plus. Creating content and sharing on Google Plus is
important in both organic search rankings and overall social presence.
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• . Notes:
Arkansas 57,738 65.29% 37,698 49.35% 2.81 • Arkansas drove the most traffic with a
Oklahoma 44,796 61.62% 27,602 54.99% 2.52 total of 57,738 sessions, followed
Missouri 28,537 61.70% 171607 51.87% 2.81
Texas 25,244 65.67% 16,577 54.62% 2.64 closely by Oklahoma.
Kansas 18,748 63.15% 111840 51.56% 2.84 • Missouri, Texas, and Kansas also drove a
Tennessee 81157 63.86% 5,209 57.50% 2.3 substantial amount of traffic. Bounce
Illinois 8,000 65.65% 5,252 53.49% 2.72
rates were relatively even across all
California 5,336 74.49% 3,975 60.44% 2.52
Georgia 4,631 66.68% 3,088 60.81% 2.19 states with the exception of California,
Wisconsin 4,348 63.32% 21,753 54.23% 2.74 Georgia, and Florida.
Minnesota 3,809 63.88% 2,433 53.32% 2.65 Focusing on acquiring users from states
Louisiana 31251 70.53% 21293 50.26% 2.92 with stronger user engagement metrics
Florida 3,152 76.24% 21403 60.66% 2.26 could be beneficial
Iowa 31085 66.22% 21043 45.93% 3.2
Nebraska 3,063 65.43% 2,004 47.67% 3.11
North Carolina 2,233 73.49% 1,641 58.80% 2.45
Colorado 2,091 68.87% 1,440 53.75% 2.83
Kentucky 2,024 76.19% 1,542 62.70% 2.13
New York 1,881 75.49% 11420 61.67% 2.3
Ohio 11732 74.13% 11284 50.92% 3
249,257 65.56% 163,425 53.26% 2.68
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I-P Tra c Breakdown by Device
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Device Category Sessions % New Sessions New Users Bounce Rate Pages / Session Avg. Session Duration
mobile 1211034 61.62% 741583 63.92% 2 0:01:44
desktop 106,984 72.23% 771271 42.89% 3.33 0:03:51
tablet 261#805 61.41% 161461 49.80% 3 0:03:32
254,823 66.05% 168.315 53.60% 2.66 0:02:49
Notes:
• Mobile accounts for the highest amount of traffic to the website, with a total of 121,034 sessions.
• Desktops had the highest number of new sessions in addition to the strongest performance metrics of all devices.
• Tablet sessions accounted for only 11% of total website traffic, although engagement metrics were very strong.
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S *Ite Speed Overview
1 � 4
BIKES BLUES 5 BBQ
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/ 11.29 165,674 41.82% 38.29%
/rally-info/event-schedule/ 6.64 1001114 64.44% 47.87%
/mobile/ 10 401,410 75.85% 69.70%
/raI ly-i nfo/d ate s-schedule/ 8.76 39,735 49.72% 43.50%
/bi kes-bl ues-bbq/bI ues/ 7.8 29,556 68.61% 43.99%
/raI ly-i nfo/maps-d i recti ons/ 7.14 281141 62.81% 39.82%
/rally-info/lodging/ 6.37 27,085 63.66% 43.39%
/raI ly-i nfo/photo-gal Iery/ 6.85 25,614 62.42% 42.35%
/shop/ 4.84 191,002 36.03% 12.77%
/vendors/ 7.49 14,114 57.63% 30.59%
7.44 6781965 53.60% 37.53%
Arg. Page Load Time (sec)
12
10
8 A
6
4 -Avg. Page Load Time {sec}
2
0
Pry 1
Top 10 Landoing Page Analysis
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fAVETTEUILLEARKAMSAS IUSA
anding Page
IIIN11111111111� j� Sessions % New Sessions New Users Bounce Rate Pages / Session Avg. Session Duration
/rally-info/event-schedule/ 391869 60.99% 241316 64.44% 2.19 0:02:41
/mobile/ 29,257 67.74% 19,819 75.85% 1.54 0:01:08
/rally-info/dates-schedule/ 25,310 73.29% 18,549 49.72% 2.87 0:02:56
/bi kes-bl ues-bbq/bl ues/ 61605 51.26% 31386 68.61% 2.03 0:02:19
/rally-info/photo-gallery/ 5,936 56.20% 31336 62.42% 2 0:02:09
/rally-info/lodging/ 51047 52.01% 21625 63.66% 2.1 0:03:13
/rally-info/maps-directions/ 41878 42.33% 21065 62.81% 2.23 0:02:56
/rally-info/live-announcements/ 21554 44.09% 11126 70.99% 1.98 0:07:03
/shop/category/2014-merchandise/ 2,145 61.07% 11310 35.29% 4.07 0:02:07
/about/event-history/ 11,918 62.62% 11201 75.13% 1.6 0:01:10
Notes:
• The rally event schedule registered the highest number of total sessions followed closely by the dates/schedule page.
• The /mobile/ landing page seen above is actually the mobile website itself (users get re-directed when browsing on a
mobile device).
• Bounce rates are relatively consistent with the exception of the live announcements and event history pages.
• Analyzing high volume pages and optimizing content on these pages can help further improve user engagement
metrics and organic rankings.
Pry 1
User Engagement Metroics
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UserType Sessiont, SessionsBounce Rate . • Session Avg. Session . •
New Visitor 1681315 100.00% 1681F 315 51.87% 2.71 0:02:46
Returning Visitor 86,508 0.00% 0 56.96% 2.57 0:02:55
254,8231 66.05% 1 168,315 1 53.60% 1 2.66 1 0:02:49
Session Duration Sessions Patgeviev:s
0-10 seconds 142.937 149.525
11-30 seconds 14.298 30.960
31-60 seconds 14.413 37,192
61-180 seconds 29.054 104.315
181-600 seconds 32,350 177.537
601-1800 seconds 18555 138„621
1801+seconds 3.216 40.815
Notes:
• New users make up 66% of all current website visits. Returning visitors account for the remaining 33%.
• Engagement metrics for new visitors remains better than returning visitors, except for average session duration.
• The chart above highlights total session durations and their associated page views.
• Targeting these returning visitors via re-marketing could prove effective leading up to the event in September.
• Also, through the data we can identify where users are dropping off the website and optimize the conversion funnel,
highlighted in the next slide.
Pry 1
,9
September Event Data 2014
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Sessions
16000
14000
12000
10000
8000
6000
Sessions
4000
2000
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Notes:
• A steady increase in visits starting at the beginning of September. (Analytics shows 0 visitors on September 1st, but
that can be attributed to no tracking during that day).
• A sharp increase in visits occurs starting on September 20th, as user engagement during this time also increases.
• Peak website visits occurs on September 26th, followed by a steady drop heading towards the end of the month.
• Fixing any 404 website errors and optimizing page load speed times during these weeks is critical in making sure no
traffic is lost.
Pry 1
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Facebook Insights L*Ike a es
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FAVETTEUIILE ARKARSAS I USA
Total Rage Likes as of Tc% y, 131 .821
TotaI Pa-ge Likea BENCHMARK
Compare your average
performance over .Urne.
- - Dotal Page Liles
Total Page Likes
131 )821
Feb 11, 2015
-4
C'Irr-k of drag to It
Notes:
• A steady increase in likes over the months starting from 2014. A total of 131 ,821 page likes as of February
19th 2015.
• Overall page likes continue to increase exponentially.
• Almost all fan page likes are organic. There were no unnatural increases in likes that are usually associated
with bots.