Ponencia de Lucas Walker: Herramienta de Monitorización

ORGANIZA

What Gets Measured Gets Done A look at Social Media and Web analytic tools Lucas Walker ORGANIZA

Contents• The importance of measuring• Back to basics• Subscribers• Shares• Content views

Importance of Measuring Según su origen… ORGANIZA

Benchmarking• Sets the standard of where you are• Basis of goals• Typical stats: o Likes/follows o Media views o Subscribers

Types of measurement• Subscribers o Have made an effort to receive your content • Followed, liked, subscribed• Shares o Sharing content with their network • Fowarding an email, retweeting, sharing• Content Views o Number of views you have • Website, picture, video, blog post

Back to Basics Según su origen… ORGANIZA

Stats 101• Get comfortable with Excel• Statistics o Watch some videos from the Khan Academy o Sampling o Standard deviation o Linear regression

Subscribers• Facebook page likes• Twitter, Google+ followers• RSS subscribers• Mailing lists

Twitter• Purchase a small ad buy• Access to Twitter’s dashboard• Key insights o Follow / unfollow tracking o Clicks o Retweets o Replies

Facebook• Track likes and hidden from timeline• Reactions to posts• Demographics o Age, gender• Referrals o How people came to your page• Views vs. unique visitors

RSS and Email Lists• Feedburner o Keep track of subscribers o Easy to use• MailChimp o Newsletter creation and management o Stylish, fun UI o Easy management

Social Sharing Según su origen… ORGANIZA

Tracking the social web• Facebook o Talking about this• Twitter o Basic search, Tweetdeck, Hootsuite• Premium tools o Allow you to see all social media in one place o Keep track over time o Advanced analytics

Facebook and Twitter• Facebook o “Talking about this” o Walled garden, mostly private• Twitter o Simple searching o Setting up columns in Tweetdeck/Hootsuite

Facebook Insights

Twitter Insights

Tweetdeck

Sysomos• MAP o Ad-hoc research o Unlimited searches, unlimited results o Full analytic suite• Heartbeat o Ongoing monitoring o Workflow and micro CRM o Full analytic suite

EPC 2012 Analysis• Content will be added in closer to the conference• Influencers• Wordcloud• Demographics

Content Views Según su origen… ORGANIZA

What viewing trends are there?• Going viral• Viewing your internal content o Website, corporate blog, forums• Video views• Image views• Google Analytics

Video Dashboards• YouTube o Track comments, views, lots of traffic o Lots of amateur content• Vimeo o More professional setting o Full analytic suite o Less traffic

Photo Sharing• Facebook o High traffic and engagement• Flickr o Losing market share, still huge• Twitter Pictures o Twitter pics, Twitpic• Instagram o Create a following, share photos

Google Analytics• Leader in website analytics• Provides you with key information o Demographics o Referrals o Time spent on your page o Bounce rate

Google Analytics• Screenshots of Google Analytics

Questions?Contact lwalker@sysomos.com @walkerlucas ca.linkedin.com/in/walkerlucas Thank You!

Ponencia de Lucas Walker: Herramienta de Monitorización

by Zinia Business Design on Jan 16, 2012

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Ponencia de Lucas Walker: Herramienta de Monitorización — Presentation Transcript