Mechanics of Measurement
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Mechanics of Measurement

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Mechanics of Measurement Mechanics of Measurement Presentation Transcript

  • Mechanics of Measurement Social Media Masterclass Z Space, San Francisco April 18, 2011image by Melissa Witcher @devonvsmith
  • AgendaStrategy 5 minGoogle Analytics 15 minFacebook Insights 10 minTwitter tracking 5 minBlog tracking 5 minOther platforms 5 minQ&A 15 min
  • Web Reporting v Web Analysis Yes it has pretty pictures, but what do I do?image via Avinash Kaushik
  • Web Reporting v Web Analysisimage via Avinash Kaushik
  • Web Reporting v Web Analysis Specific problem you’re trying to addressimage via Avinash Kaushik
  • Web Reporting v Web Analysis Specific problem you’re trying to address Big picturetrend over timeimage via Avinash Kaushik
  • Web Reporting v Web Analysis Specific problem you’re trying to address Big picturetrend over time ROIimage via Avinash Kaushik
  • Web Reporting v Web Analysis Specific problem you’re trying to address Explain the Big picture data in wordstrend over time ROIimage via Avinash Kaushik
  • Web Reporting v Web Analysis Specific problem you’re trying to address Explain the Big picture data in wordstrend over time ROI Tell me what to do now that I know thisimage via Avinash Kaushik
  • Return on Investment Do you measure the ROI of...
  • Return on Investment newspaper advertising posters displayed in different in-kind neighborhoods sponsorships Do you press release concessions measure theor merchandise by item ROI of... email (by word count) subscription a campaigns (by hour) customer’s lifetime value
  • Return on Investment docents staying open greeting your post show for 1 additional hour visitors discussions co-productions newspaper advertising posters (including staff time) displayed in different in-kind neighborhoods sponsorships number of staff Do you press releaseat your box office concessions measure the or merchandise by item ROI of... email (by word count) subscription a campaigns (by hour) customer’s annual gala benefits offered lifetime value (including staff time) to your staff
  • what  you  measure  ma-ers what  you  measure  ma-ers but  there’s  no  secret  formula h-p://bit.ly/100ways think  about  micro  conversions li-le  steps  along  a  path  to  a  big  goal problem.  goal.  tac4c.  metric.
  • what  you  measure  ma-ers what  you  measure  ma-ers but  there’s  no  secret  formula h-p://bit.ly/100ways think  about  micro  conversions li-le  steps  along  a  path  to  a  big  goal problem.  goal.  tac4c.  metric.
  • So what do you measure? I begin with:1. Who are these people?2. How did they get here?3. What do they want?4. Did they get it?5. If not, why not?
  • So what do you measure? I begin with: Then I think about:1. Who are these people? Do I have a problem to solve?2. How did they get here? Is there an opportunity?3. What do they want? Can I test a hypothesis?4. Did they get it? Can I compare x to y5. If not, why not?
  • What if nobody cares about what I’m measuring? A/B testing Small experiments Competitor benchmarks
  • What if nobody cares about what I’m measuring? A/B testing Small experiments Competitor benchmarks What if I can’t directly measure? Customer survey Watch what others do
  • let’s get our hands dirtybenrobertsabq
  • Google Analytics DriesBultynck
  • Referrals
  • Referrals Diversity is a good thing
  • Referrals Diversity is a good thing Look at thedifferences (value)between sources
  • Referrals Diversity is a good thing Look at thedifferences (value)between sources Combine likesources into 1 segment
  • Keyword Referral
  • Keyword ReferralWhat are people interested in?
  • Keyword ReferralWhat are people interested in?Google AdWords?
  • Keyword ReferralWhat are people interested in?Google AdWords?
  • Site Search What are people looking for?Why do they have to search for it?
  • Visitors
  • VisitorsDo they want/need to visit your site multiple times?
  • VisitorsDo they want/need to visit your site multiple times? How often arevisitors checking for new content?
  • Content AnalysisIs it worth it for me to expand these sections?
  • Site OverlayWhat do you want people to do on this page? Did they do it?
  • Landing PagesAre there pages you can “fix”?
  • AnnotationsMark actions you take that might impact web traffic
  • Segmentsdigital advertising
  • Segmentsdigital advertising geography
  • Filtersyour staff your blog
  • Event based goals Why are people dropping out of your conversion funnel?
  • Custom Alerts Traffic spikes
  • Combine metrics for valuable insightshttp://www.slideshare.net/blackbaud/web-reporting-google-analytics-and-the-raisers-edge-chris-geady-20100520
  • Facebook Insights
  • Edgerank1.Few friends? You won’t show up.2.Status updates without likes? You won’t show up.3.Photos & Videos > Links > Text4.Even the Most Recent News feed has an algorithm5.Stalking your friends won’t get you noticed6.Having friends who stalk you will get you noticed7.More to the algorithm than just this participate in a news feed experiment at http://www.devonvsmith.com/
  • Who are these people? How closely does this match my audience?How could I use thisto tailor advertising? Would it be useful to translate? How likely is it they are ticket buyers?
  • How did they get here? 0 User profile 0 Stream 0 Like Box 0 Suggestions 0 Like Button Like website referral sources, 0 Ads diversity is good
  • How did they get here? 0 User profile 0 StreamWhat’s missing can be as 0 Like Boximportant as what’s here 0 Suggestions 0 Like Button Like website referral sources, 0 Ads diversity is good
  • How did they get here? 0 User profile 0 Stream What’s missing can be as 0 Like Box important as what’s here 0 Suggestions 0 Like Button Like website referral sources, 0 Ads diversity is goodKeep in mind the state of mindof people arriving at your page
  • What do they want?Seems like people are interested in discussing
  • What do they want?Seems like people are interested in discussing Try varying this, and keeping track of differences
  • Did they get it?What happened What happened last month? this month?
  • Did they get it? What happened What happened last month? this month?Look for systematic orone time spikes & dips
  • Did they get it? What happened What happened last month? this month?Look for systematic orone time spikes & dips This of this ratio as an engagement metric
  • If not, why not?1.Identify a problem/possibility2.Form a hypothesis3.Predict what you think will happen4.Experiment5.Measure your actions & results6.Implement your findings
  • (Free) Facebook Research this is where the magic happens
  • (Free) Facebook Research this is where the magic happens having a larger page can increase advertising effectiveness
  • Facebook AdvertisingResponder  Demographics*Facebook sent 38% of traffic to the website
  • Facebook AdvertisingResponder  Demographics*Facebook sent 38% of traffic to the website
  • Facebook AdvertisingResponder  Demographics*Facebook sent 38% of traffic to the website
  • Look for spikes
  • Look for outliersLook for spikes
  • Look for outliersLook for spikes Look for influencers
  • Look for outliersLook for spikes Look for influencers Look for engagement
  • RSS hack
  • RSS hack
  • RSS hackGoogle Reader
  • Be cautious of outliers as trends, but do experiment with timing
  • Twitter lists & Klout Keep track of What people expectaudience segments you to tweet about
  • Twitter lists & Klout Keep track of What people expectaudience segments you to tweet about
  • Twitter lists & Klout Keep track of What people expectaudience segments you to tweet about
  • Track click thru rates on Twitter
  • Lady Madonna
  • WP-Stats Plugin
  • WP-Stats Plugin Who
  • WP-Stats PluginHow Who
  • WP-Stats PluginHowWhy Who
  • WP-Stats PluginHow WhatWhy Who
  • WP-Stats Plugin WhenHow WhatWhy Who
  • When you have only a few blogsubscribers, easy to keep track ofwho EXACTLY they are
  • OpenSiteExplorer.org
  • OpenSiteExplorer.orgWhere:
  • OpenSiteExplorer.orgWhere:Why:
  • OpenSiteExplorer.orgWhere:Why:What:
  • Competitive Benchmarking
  • Spy on those who do havetime to measure & optimize
  • Who are these people
  • Who are these people What are they interested in
  • Who are these people What are they interested in How much are they interested?
  • Other Social Networksflowtown.com
  • this video is popular 1/2 viewers are browsing off of YouTube 1/2 viewers are searching
  • Gives you some measure of impressions
  • Gives you some measure of impressions How similar are these demographics to your audience?
  • Look for systematic & one time spikes & dips
  • Look for systematic & one time spikes & dipsInterpreting who’s interested
  • Measure of interest?
  • Less Useful Data dump Aggregate data One time data Old data More Useful Asking a question of your data Making decisions with your data Trends over time Comparative dataadd1sun
  • Q&Ahttp://www.devonvsmith.com/2010/07/a-social-media-measurement-plan/