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Boot Camp Power Point Post Rank


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Social Media Measurement …

Social Media Measurement
Post Rank Filters Your Blogs.

Published in: Education, Technology

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  • 1. Presented By: Carol Leaman, CEO Aiderss / postrank SOCIAL MEDIA BOOT CAMP
  • 2. “ Measure Your Success”
    • Agenda
    • Brief History of AideRSS/PostRank
    • Changing Landscape & Emerging Themes
    • PostRank: Measuring Audience Engagement
    • Demo
    • Questions
  • 3.
    • Founded 2 years ago in Waterloo, Ont.
    • Launched first service in July 2007 to deal with information overload using audience engagement as a measure of “value”
    • 11 employees
    • > 50,000 users; almost 2B PostRanks served
    • Venture funded
  • 4.
    • Today you can use PostRank to.......
    • Discover the best content on the web
    • Find and follow topic area experts and influencers
    • Share your reading lists and your own influence
    • Measure your reach/success as a publisher
  • 5.
    • Mass content creation; more than 150M blogs of widely varying quality and credibility
    • Ubiquitous distribution of content killing traditional (dead-tree) media
    • Proliferation of the social web (networks, applications)
    • Advertisers & publishers unsure of how & where to best reach audience and measure results
    Changing Landscape
  • 6.
    • Finding information is shifting from search engines to social applications – Twitter disrupting email; Adage getting more traffic from Facebook than Google; LinkedIn
    • Individual publishers/authors are wielding influence once held by accredited journalists
    • Social media universe is powerful but still not well understood
    Emerging Trends
  • 7.
    • SEO – search engine optimization
    • Structure & best practices (microformats, etc)
    • Good keywords
    • Good hosting Individual publishers/authors are
    • SEM – search engine marketing
    • Paid placement (adwords)
    • Contextual advertising
    • Niche & targeted search
    SM & Marketing
  • 8.
    • SMM – social media marketing
    • Completely new playing field
    • New tools, new strategies & lots of confusion
    • Old tools perform poorly (anchor text, etc)
    • Benefits:
    • Viral media gives you the ability to brand
    • Viral media helps rankings through links
    • Viral media means that you are growing your fan base.
    SM & Marketing
  • 9.
    • Conversations about measuring and making sense of social media have reached a crescendo
    • Is it just another a channel? Should behaviour change? What’s the ROI?
    • We believe dynamics are different, and understanding them and figuring out how to apply them are critical to success
    Social Media Measurement
  • 10.
      • Online Publications
      • Bloggers
      • Ad Agencies / PR Firms
      • Advertisers/Corporations
    Critical to Whose Success?
  • 11. The PostRank Process Engagement Sources
  • 12. The 5 C’s of Engagement Creating Critiquing Chatting Collecting Clicking
  • 13. PostRank Stats
    • Tracking ~1 million unique, user-submitted feeds
    • Indexing over 2 million stories a day
    • Calculating over 13,000 PR per minute
    • Using 200 servers at EC2 for data collection and archiving
  • 14. So Why is Tracking Social Engagement Important?
    • Two amazing realities:
    • Over 80% of story engagement happens off of the publishers property!
    • The half-life of a story today is 50 minutes (56% in the first day)!
  • 15. Here’s How it Looks Social Media, kthnx SEO (aka Google)
  • 16. Our Data Proves.....
    • “ If you are not leveraging social media, then you are missing 50% of your traffic”
    • SEO is still very important: driving traffic from the tail
    • SMM is a new power tool: builds community, grows influence, but it’s also very fickle.
  • 17. Velocity is Key
    • # 1 metric in SMM: Velocity
    • Number of votes, Diggs, etc. correlated with time since the story was posted
    • In fact time matters for most social services/applications
    • Lots of networks….how do you know where to spend your time as a publisher?
  • 18. PostRank Engagement Analytics
    • Providing:
    • Real-time data about audience engagement as it’s happening
    • Historical engagement trends/analytics
    • Benchmarking against others (i.e. for SMM)
  • 19. PostRank Engagement Analytics
  • 20. PostRank Engagement Analytics
    • Overall engagement trends for the site
      • “ How am I doing?”
    • Drill down to per-story engagement graphs + details
      • How did it do? Why?”
    • Individual metrics per story, and their distribution by day
      • “ Where did it get pickup? Can I do it again?“
    • Daily / Weekly / Monthly reports
  • 21. PostRank Demo & Questions
  • 22. THANK YOU Carol Leaman [email_address]