Mechanics of Measurement

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Mechanics of Measurement

  1. 1. Mechanics of Measurement Social Media Masterclass Z Space, San Francisco April 18, 2011image by Melissa Witcher @devonvsmith
  2. 2. AgendaStrategy 5 minGoogle Analytics 15 minFacebook Insights 10 minTwitter tracking 5 minBlog tracking 5 minOther platforms 5 minQ&A 15 min
  3. 3. Web Reporting v Web Analysis Yes it has pretty pictures, but what do I do?image via Avinash Kaushik
  4. 4. Web Reporting v Web Analysisimage via Avinash Kaushik
  5. 5. Web Reporting v Web Analysis Specific problem you’re trying to addressimage via Avinash Kaushik
  6. 6. Web Reporting v Web Analysis Specific problem you’re trying to address Big picturetrend over timeimage via Avinash Kaushik
  7. 7. Web Reporting v Web Analysis Specific problem you’re trying to address Big picturetrend over time ROIimage via Avinash Kaushik
  8. 8. 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
  9. 9. 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
  10. 10. Return on Investment Do you measure the ROI of...
  11. 11. 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
  12. 12. 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
  13. 13. 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.
  14. 14. 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.
  15. 15. 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?
  16. 16. 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?
  17. 17. What if nobody cares about what I’m measuring? A/B testing Small experiments Competitor benchmarks
  18. 18. 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
  19. 19. let’s get our hands dirtybenrobertsabq
  20. 20. Google Analytics DriesBultynck
  21. 21. Referrals
  22. 22. Referrals Diversity is a good thing
  23. 23. Referrals Diversity is a good thing Look at thedifferences (value)between sources
  24. 24. Referrals Diversity is a good thing Look at thedifferences (value)between sources Combine likesources into 1 segment
  25. 25. Keyword Referral
  26. 26. Keyword ReferralWhat are people interested in?
  27. 27. Keyword ReferralWhat are people interested in?Google AdWords?
  28. 28. Keyword ReferralWhat are people interested in?Google AdWords?
  29. 29. Site Search What are people looking for?Why do they have to search for it?
  30. 30. Visitors
  31. 31. VisitorsDo they want/need to visit your site multiple times?
  32. 32. VisitorsDo they want/need to visit your site multiple times? How often arevisitors checking for new content?
  33. 33. Content AnalysisIs it worth it for me to expand these sections?
  34. 34. Site OverlayWhat do you want people to do on this page? Did they do it?
  35. 35. Landing PagesAre there pages you can “fix”?
  36. 36. AnnotationsMark actions you take that might impact web traffic
  37. 37. Segmentsdigital advertising
  38. 38. Segmentsdigital advertising geography
  39. 39. Filtersyour staff your blog
  40. 40. Event based goals Why are people dropping out of your conversion funnel?
  41. 41. Custom Alerts Traffic spikes
  42. 42. Combine metrics for valuable insightshttp://www.slideshare.net/blackbaud/web-reporting-google-analytics-and-the-raisers-edge-chris-geady-20100520
  43. 43. Facebook Insights
  44. 44. 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/
  45. 45. 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?
  46. 46. 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
  47. 47. 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
  48. 48. 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
  49. 49. What do they want?Seems like people are interested in discussing
  50. 50. What do they want?Seems like people are interested in discussing Try varying this, and keeping track of differences
  51. 51. Did they get it?What happened What happened last month? this month?
  52. 52. Did they get it? What happened What happened last month? this month?Look for systematic orone time spikes & dips
  53. 53. 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
  54. 54. 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
  55. 55. (Free) Facebook Research this is where the magic happens
  56. 56. (Free) Facebook Research this is where the magic happens having a larger page can increase advertising effectiveness
  57. 57. Facebook AdvertisingResponder  Demographics*Facebook sent 38% of traffic to the website
  58. 58. Facebook AdvertisingResponder  Demographics*Facebook sent 38% of traffic to the website
  59. 59. Facebook AdvertisingResponder  Demographics*Facebook sent 38% of traffic to the website
  60. 60. Look for spikes
  61. 61. Look for outliersLook for spikes
  62. 62. Look for outliersLook for spikes Look for influencers
  63. 63. Look for outliersLook for spikes Look for influencers Look for engagement
  64. 64. RSS hack
  65. 65. RSS hack
  66. 66. RSS hackGoogle Reader
  67. 67. Be cautious of outliers as trends, but do experiment with timing
  68. 68. Twitter lists & Klout Keep track of What people expectaudience segments you to tweet about
  69. 69. Twitter lists & Klout Keep track of What people expectaudience segments you to tweet about
  70. 70. Twitter lists & Klout Keep track of What people expectaudience segments you to tweet about
  71. 71. Track click thru rates on Twitter
  72. 72. Lady Madonna
  73. 73. WP-Stats Plugin
  74. 74. WP-Stats Plugin Who
  75. 75. WP-Stats PluginHow Who
  76. 76. WP-Stats PluginHowWhy Who
  77. 77. WP-Stats PluginHow WhatWhy Who
  78. 78. WP-Stats Plugin WhenHow WhatWhy Who
  79. 79. When you have only a few blogsubscribers, easy to keep track ofwho EXACTLY they are
  80. 80. OpenSiteExplorer.org
  81. 81. OpenSiteExplorer.orgWhere:
  82. 82. OpenSiteExplorer.orgWhere:Why:
  83. 83. OpenSiteExplorer.orgWhere:Why:What:
  84. 84. Competitive Benchmarking
  85. 85. Spy on those who do havetime to measure & optimize
  86. 86. Who are these people
  87. 87. Who are these people What are they interested in
  88. 88. Who are these people What are they interested in How much are they interested?
  89. 89. Other Social Networksflowtown.com
  90. 90. this video is popular 1/2 viewers are browsing off of YouTube 1/2 viewers are searching
  91. 91. Gives you some measure of impressions
  92. 92. Gives you some measure of impressions How similar are these demographics to your audience?
  93. 93. Look for systematic & one time spikes & dips
  94. 94. Look for systematic & one time spikes & dipsInterpreting who’s interested
  95. 95. Measure of interest?
  96. 96. 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
  97. 97. Q&Ahttp://www.devonvsmith.com/2010/07/a-social-media-measurement-plan/

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