Mechanics of Measurement

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.

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?

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

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 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

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/

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Mechanics of Measurement

by Devon Smith on Apr 18, 2011

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