• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Twitter Analytics: Michele Hinojosa, Red Door Interactive
 

Twitter Analytics: Michele Hinojosa, Red Door Interactive

on

  • 7,786 views

Presentation from Michele Hinojosa, Director of Digital Analytics at Red Door Interactive on Twitter Analytics....

Presentation from Michele Hinojosa, Director of Digital Analytics at Red Door Interactive on Twitter Analytics.

Topics include: Twitter research for competitive intelligence, hashtag and network analysis, download, export and backup tools, Twitter account measurement using Twitalyzer and Klout and tracking Twitter links back to your website.

Originally presented at Social Media Masters Twitter workshop in San Diego (2/11/2011)

Statistics

Views

Total Views
7,786
Views on SlideShare
6,776
Embed Views
1,010

Actions

Likes
17
Downloads
0
Comments
1

16 Embeds 1,010

http://www.michelekiss.com 556
http://www.michelehinojosa.com 384
http://www.slidescene.com 25
http://kenbudd.blogspot.com 22
http://paper.li 5
http://translate.googleusercontent.com 3
http://kenbudd.blogspot.in 3
http://www.slideshare.net 2
http://webcache.googleusercontent.com 2
http://kenbudd.blogspot.tw 2
http://kenbudd.blogspot.ca 1
http://www.cirip.ro 1
http://twitter.com 1
http://drizzlin.com 1
http://studysols.com 1
http://kenbudd.blogspot.ie 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • I don;t like Twitter, I am sure market share of twitter will fall a lot in the future 2-3 years.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Twitter Analytics: Michele Hinojosa, Red Door Interactive Twitter Analytics: Michele Hinojosa, Red Door Interactive Presentation Transcript

    • Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Twitter Analytics
    • Agenda
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Twitter research for competitive intelligence:
      Twitter advanced search, Search engines (Google, Topsy)
      Hashtag and network analysis:
      The Archivist, Tweetake, Twapper Keeper
      Download, export and backup tools:
      Tweetake, The Archivist, Twapper Keeper, TweetBackup, Backup My Tweets
      Twitter account measurement:
      Klout, Twitalyzer
      Tracking Twitter links back to your website
      Campaign tracking in Google Analytics
    • Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Note: We will be focusing primarily on free or inexpensive tools. There are a variety of analytics and social monitoring solutions available for several thousand dollars per month, but we will be focusing on:
      Twitter analysis (rather than social media monitoring) and
      At what can be done with less.
    • About me
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Michele Hinojosa
      Director of Digital Analytics at Red Door Interactive … and a total geek!
      Previously Manager of Web Analytics at Kelley Blue Book
      Originally from Australia (so forgive the random spelling of words)
      Active in the web and social analytics community on Twitter as @michelehinojosa
    • Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Competitive intelligence &Twitter search
    • Twitter Analytics for Competitive Intelligence
      There are two basic ways to look at what others are doing on Twitter:
      Twitter.com, including Advanced Search
      Search engines
      Traditional: Google
      Social: Topsy
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
    • Twitter and Advanced Search
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      http://search.twitter.com/advanced
      Tweets containing specific words, hashtags, specific Twitter users etc.
      Date limitations:
      While there is a “Since This Date” and “Until This Date” feature, you’ll find no results if you go too far back.
      Typically Twitter will only retrieve back 4-7 days.
      • Useful for the “here and now” but not historical tweets.
    • Search Engines
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      You can treat Twitter.com as any other site, and search via Google.
      Search within a site or domain: twitter.com
      Google will often go back further than Twitter.com, as it has indexed the actual web page that the tweet appeared on.
      However, you can’t decide to see tweets by a user. Anything that mentions them will come up organically.
    • Topsy
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Topsy is a search engine specifically for the social web.
      You can search within a specific user, as well as searching specifically for tweets that contain photos.
      Their archive starts May 2008, but many users report seeing and retrieving archived tweets from earlier also.
    • Exercise
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Conduct a Google Search for tweets on a topic of interest to you.
      Remember:
      Search within a site or domain: twitter.com
      Option to narrow to a regional area.
    • Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Hashtag analytics, archives and exports
    • Hashtag Analytics
      The Archivist allows you to create an archive of a specific search or hashtag.
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      The Archivist desktop version
      The Archivist web version
    • The Archivist
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      • Two versions:
      Desktop
      • Pros: Can export the search results to analyse data in (for example) Excel.
      • Cons: Will only collect data while the tool is running, and a search only goes back approximately a week (due to Twitter’s own limitations.) However, you can export weekly and keep an offline archive.
      Web
      • Pros: Your archive will continue collecting at all times (program does not need to running.)
      • Pre-built visualisations, dashboard type view.
      • Cons: Can’t Export.
    • The Archivist
      Exporting to Excel using the Desktop version:
      Exports:
      ID, Sender’s username, Time, Date and the actual text.
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
    • The Archivist
      Why export?
      • Analyse time/date of tweets within a hashtag.
      Can help to plan day and time of tweets to 1) reach maximum followers and/or 2) maximise retweets.
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
    • The Archivist
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Why export?
      Create visual word clouds.
      For example: http://www.wordle.net/ [Free!]
    • Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Other sources for Tweet Downloads/Backup
      Tweetake: http://tweetake.com/
      You can download tweets by you, to you, those of your followers and those you follow, including Direct Messages.
      Rich data:
      Actual name of the user
      (as they’ve entered into Twitter)
      Their username
      Their location
      Their Twitter bio
      URL for their profile image
      The tweet date and time
      Full tweet text
    • Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Other sources for Tweet Downloads/Backup
      • Twapper Keeper http://twapperkeeper.com/
      Create a #hashtag, keyword or @person archive
      Export available
      TweetBackup: http://tweetbackup.com
      Lets you back up your sent tweets.
      Export to CSV only for paid accounts
      Backup My Tweets: http://backupmytweets.com/
      Free, if you tweet about the service.
      Export feature currently not working.
    • Worth noting
      All Twitter analysis, export and backup tools rely on Twitter, and how willing it remains to allow these services to piggy-back on its API.
      While there are many services out there to create a web-based archive of your tweets, a search or hashtag, the benefit of keeping an offline archive is that you are not at risk of Twitter discontinuing certain access to these tools (and thereby losing your archive!)
      Export of the raw data also allows manipulation in Excel, or advanced analysis in statistical packages such as SAS or SPSS.
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
    • Exercise
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Using The Archivist (Web), create an archive of a hashtag you are interested in.
      Don’t know what hashtag people are using for your topic?
      Browse or search Twitter/Google/Topsy for a keyword, and see what hashtag people are using in those tweets.
      http://archivist.visitmix.com/
      OR
      Use Tweetake to download an export and view in Excel:http://tweetake.com/
    • Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Measuring Twitter success
    • Twitter Account Measurement
      There are a variety of services out there to help you measure your Twitter presence.
      We’ll focus on two:
      Klout
      Twitalyzer
      Why should you care?
      Assuming you are spending efforts on Twitter, these analysis tools can tell you whether you are growing your connections, engaging with them and achieving your goals.
      Tracking your social media efforts back to your website can round out a holistic picture of the success of your efforts.
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
    • Klout
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Klout score is based on over 35 variables:
      Exact details behind Klout scores are hidden to avoid “gaming” the system.
      Variety of metrics:
      Klout Score
      Amplification: Likelihood that your content will be acted upon
      Network: Engagement with network
      True Reach: Size of your engaged audience
      Influence Matrix/Classification. E.g. Celebrity, Feeder, Observer, Dabbler, Conversationalist etc
    • Twitalyzer
      Large number of metrics, customisable to what you care about and want to view.
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Impact:
      Number of followers I have
      Number of references to me
      Frequency of unique retweets of my tweets
      Frequency at which I retweet
      Frequency of my posts
      Note: Twitalyzer brings in Klout score
    • Twitalyzer
      Ability to set goals:
      Comparisons:
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
    • Twitalyzer
      Recommendations
      Network Explorer:
      Interactive network map
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
    • Twitalyzer
      Network activity
      My activity
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
    • Twitalyzer
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Sentiment Analysis
      Ability to change the termsthat classify tweets as positiveor negative.
      Note: Automated sentimentanalysis is not well developedin any solution. Computers can’t yet interpret sarcasm and context like people can. (Think of how often a person misinterprets an email or tweet – let alone a computer.)
      E.g. This tweet is classified as negative because of use of the word “fail”:
      @evanlapointe: @michelehinojosa you couldn't fail! May be interesting to see what the community could put together to help agencies, though
    • Exercise
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      “Twitalyze” your username
      http://www.twitalyzer.com
      Username: **************
      Password: ******************
      Once you sign in as this account, under “Profile any Twitter user”, enter your ownusername.
      When Twitalyzer pulls up yourinformation, click “Add @yourusernameto your accounts”
    • Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Tracking Twitter traffic to your website
    • Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Tracking social media back to your website
      It’s more simple than people realise to track Twitter traffic back to measurable outcomes on your website. You don’t have to technical!
      By tagging the links you post in social media, you can analyse on-site behaviour well past the click.
      Do they visit the site?
      How many pages do they see? Which pages?
      How much time do they spend?
      Do they complete a goal? (e.g. make a purchase, download a whitepaper)
      Which social media channels are more successful?
      Which specific posts are more successful?
      • Utilises your analytics tool’s campaign tracking.
    • Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Tracking social media back to your website
      We are using Google Analytics as an example, but you can do this in any web analytics tool.
      Just need to tailor the campaign tracking to what the specific tool you use requires.
      Tagging social media links for Google Analytics involves including additional variables in the URL:
      Traffic source (e.g. Twitter)
      Traffic medium (e.g. Social)
      Campaign Name (e.g. growanalytcareer – shortened version of the tweet/blog post)
      Campaign Content (e.g. careerdev) – you can use Content to group/roll up certain types of posts.
    • Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Tracking social media back to your website
      Google has a URL builder:
      Enter the URL you’re linking to, plus campaign variables:
      Campaign Term is only for Paid Search
      Now, instead of putting http://www.michelehinojosa.com into bit.ly or ow.ly, put this full campaign URL into your URL shortener.
      When the traffic comes through to GA, it will carry through the full referrer information you have selected.
    • Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Tracking social media back to your website
      “But Google Analytics already tells me the traffic source was Twitter. Why do I need to bother?”
      Not all Twitter clients carry through Twitter as the referrer. For example, TweetDeck is a desktop client, and traffic through TweetDeck will appear to be Direct to Site.
      Campaign Content allows you to group types of posts, so you can analyse the effectiveness of different types of posts.
      E.g. Links to articles vs. links to videos vs. links to image galleries.
      You can also look at Source + Content to see if Twitter vs Facebook respond differently to types of posts.
      Campaign Name allows you to create a unique name for every link you post.
      So you can analyse traffic from one specific post!
    • Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Tracking social media back to your website
      More importantly …
      Campaign tracking of your social media efforts allows you to counter the “Social media is a waste of time” arguments.
      You can tell anyone in your organisation:
      We received 500 visits from Twitter this month, 250 from Facebook, and they spent an average of 5 minutes on site, compared to the 3 minute average from organic search traffic.
      Specific video “EPQ” received the most amount of visits, and that traffic spent the most amount of time on site.
      Twitter visitors complete 50 orders. Our resource cost of Twitter is X number of hours/month, therefore the ROI of our time vs. the orders generated in a month is Y.
      And if you’re not getting these positive results?
      The data you are getting in your analytics tool will help you see what’s working and not, to improve your strategy until you do!
    • Exercise
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Use Google’s Campaign tracking:
      http://bit.ly/CampaignTracker
      Enter:
      URL of your site
      Source = Twitter
      Medium = Social
      Content = A “type” of post
      Campaign = short description
      Go to http://bit.ly/ andshorten your URL.
      Put the shortened URL into yourbrowser and follow.
    • Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Conclusion
    • The holistic picture
      Twitter research can uncover what a community is talking about, or what your competitors are doing.
      Twitter analysis tools can tell you how you are doing within the Twitterverse.
      Followers, retweets, mentions, engagement, etc.
      Twitter campaign tracking can tell you about the traffic your Twitter links bring back to your site.
      Visits, page views, content viewed, time on site, orders submitted, downloads etc.
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
    • Contact me
      Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670
      Michele Hinojosa
      @michelehinojosa on Twitter
      Director of Digital Analytics at Red Door Interactive
      @reddoor on Twitter
      mhinojosa@reddoor.biz
      619.398.2670
      http://www.michelehinojosa.com
      http://www.reddoor.biz