2017 Audience Development Hub

How is the network doing?

Cool, how is my metro doing?

The below table contains links to your individual audience tracking docs. The first tab in your doc shows progress relative to goals, the seconds shows year-over-year progress.

We’re currently working on graphical ways to display audience growth, so that you can more easily compare yourself to other metros in the network. Stay tuned for updates in the next few weeks!

What do these metrics actually mean?

  1. Site Sessions: The number of sessions to your metro. Measured in Google Analytics.

  2. ECP Sessions: The number of sessions to any calendar your metro powers that runs your ads. For example, KEXP would count towards this metric, but a venue calendar like The Barchord would not (no ads). Measured in Google Analytics.

  3. App Sessions: The number of sessions to your metro property in the app. Measured in Google Analytics.

  4. Email Opens: The number of unique opens on each newsletter and show announce email you send out. This metric accounts for engagements on emails that aren’t explicitly sold, so this and this would count towards Do206’s unique opens, this would not. Measured in Mailchimp.

  5. Facebook Engaged Users: The number of unique users that engage with any element of your Facebook page and its posts, summed daily. Here’s a good explanation of this metric. It can be found in column E of your Facebook Insights page data export.  

  6. Twitter Followers: Calculated at the end of the month, this is the total number of Twitter followers for your metro’s handle.

  7. Instagram Followers: Same as Twitter; total number of Instagram followers at month’s end.

Why track these metrics?

Our goal is to help people find the best things to do. Therefore we want as many people as possible to engage with us on whatever channel they use to learn about things to do. We choose a single metric for each one of these channels that measures the volume at which you’re able to reach people.

When those metrics are summed together monthly, we refer to them internally as “Cultural Weight.” It’s a single metric that aims to gauge a metro’s audience size across all of our main channels. More importantly, when we talk about the nebulous concept of “growing audience,” those are the 7 metrics we’re aiming to increase.

Could those metrics eventually change? Of course. We might discover that people primarily use Snapchat to discover things to do. But for the moment, these are the primary channels that we’ve used to reach our audience, and subsequently, the primary channels we seek to grow and sell against.

How should I grow my metro’s audience?

Boiled down to its most basic inputs, you have two options to grow your audience:

  1. Do things that other metros have done that have grown audience

  2. Test things that metros haven’t done yet to see if they grow audience

DoStuff is here to help you with both.

Resources for you to discover things other metros are doing to grow audience:

  1. 2017 Monthly Audience Wins + Plans (submitted by metros)

  2. 2016 Top 10 audience summit presentation

  3. 2016 KPI Update Digest

  4. 2015 KPI Update Digest

  5. All previous winners of the week

  6. Successful audience growth tests:

  7. Best performing pages - Network-wide ranked list of the pages receiving the most traffic over the past 30 days, broken out by channel and page type. View the biggest events and editorial. You can also view the top editorial for the past year, as well as for the upcoming month of the year prior (often used for editorial planning)

  8. Best performing email content - Ranked list of the pages receiving the most year-to-date email traffic across the network, broken out by event pages, editorial pages, user pages, and all other page types on their respective tabs.

  9. Asana winners project - this project was formerly used to submit growth test ideas + showcase test ideas that worked + showcase metro wins. Retired at the end of 2016.

Find something above that you’re interested in replicating, but need more context? Let us know!

Has your metro had a win that other people in the network should know about? Let us know!

Resources to test new things:

Last year DoStuff + metros executed 67 tests to try and grow audience. Those tests turned into things like the giveaway referrals system, the “Win Festival Tickets” email prompt, the upvote button replacing the “ADD” button, and the various audience growth tests highlighted above.

We want to test even more this year. You can help us by sending in things that you’d want to test that you’d like DoStuff to help implement. It does not have to be detailed at all. Just send it our way, and we’ll work with you to flesh it out and prioritize it in our pipeline of test ideas.


Still unsure of what constitutes a test idea? A good exercise is any time you’re using our platform and think “I wish it did this,” submit it as a growth idea. Or talk to your power users about things they wish the platform would do.  Finally, here’s our entire pipeline of ideas as it stood at the beginning of 2017, if you want to get some inspiration (send a quick email for access)

What is Dostuff doing to help me grow?

We’re spending Q1 of 2017 investing in getting a foundation for growth established. Some key deliverables:

  1. Doubling down on user research. Specific initiatives include 1) quarterly Net Promoter Score benchmarks for all metros 2) live interviews and focus groups conducted in at least three markets and 3) define our ladder of engagement to use for measuring retention and funnel analysis. The goal of all of this is to better understand what concrete user actions lead to people using and loving our platform, so that we can better optimize for those in our testing.

  2. Better tools for analysis. We’re investing resources in providing you with a platform to more easily monitor your audience growth daily, rather than having to wait a month to see how you’re performing. The goal of this is to react faster to audience wins + pitfalls, plus have more insight into the effects of the tests that we run to grow audience.

  3. Better & faster testing. We rolled out a new process in January to prioritize all of our tests based on effort vs. impact. We’ll also be working on our A/B testing platform so that we can run more tests at a time. All of this combined with the user research mentioned above should put us in a position to both increase volume of tests and the percentage of tests that end up being successful in driving growth.

Thanks for working together to help the network grow! We’re excited to make 2017 a breakthrough year in helping people do awesome stuff.