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Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Twitter Analytics,[object Object]
Agenda,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Twitter research for competitive intelligence:,[object Object],Twitter advanced search, Search engines (Google, Topsy),[object Object],Hashtag and network analysis:,[object Object],The Archivist, Tweetake, Twapper Keeper,[object Object],Download, export and backup tools:,[object Object],Tweetake, The Archivist, Twapper Keeper, TweetBackup, Backup My Tweets,[object Object],Twitter account measurement:,[object Object],Klout, Twitalyzer,[object Object],Tracking Twitter links back to your website,[object Object],Campaign tracking in Google Analytics,[object Object]
Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],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:  ,[object Object],Twitter analysis (rather than social media monitoring) and ,[object Object],At what can be done with less.,[object Object]
About me,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Michele Hinojosa ,[object Object],Director of Digital Analytics at Red Door Interactive … and a total geek! ,[object Object],Previously Manager of Web Analytics at Kelley Blue Book,[object Object],Originally from Australia (so forgive the random spelling of words),[object Object],Active in the web and social analytics community on Twitter as @michelehinojosa,[object Object]
Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Competitive intelligence &Twitter search,[object Object]
Twitter Analytics for Competitive Intelligence ,[object Object],There are two basic ways to look at what others are doing on Twitter:,[object Object],Twitter.com, including Advanced Search,[object Object],Search engines ,[object Object],Traditional: Google,[object Object],Social:  Topsy,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object]
Twitter and Advanced Search,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],http://search.twitter.com/advanced,[object Object],Tweets containing specific words, hashtags, specific Twitter users etc.,[object Object],Date limitations:,[object Object],While there is a “Since This Date” and “Until This Date” feature, you’ll find no results if you go too far back. ,[object Object],Typically Twitter will only retrieve back 4-7 days.,[object Object],[object Object],[object Object]
Topsy,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Topsy is a search engine specifically for the social web.,[object Object],You can search within a specific user, as well as searching specifically for tweets that contain photos.,[object Object],Their archive starts May 2008, but many users report seeing and retrieving archived tweets from earlier also.  ,[object Object]
Exercise,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Conduct a Google Search for tweets on a topic of interest to you.,[object Object],Remember:    ,[object Object],Search within a site or domain: twitter.com,[object Object],Option to narrow to a regional area.,[object Object]
Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Hashtag analytics, archives and exports,[object Object]
Hashtag Analytics,[object Object],The Archivist allows you to create an archive of a specific search or hashtag.,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],The Archivist desktop version,[object Object],The Archivist web version,[object Object]
The Archivist,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],[object Object],Desktop,[object Object],[object Object]
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,[object Object],[object Object]
Pre-built visualisations, dashboard type view.
Cons: Can’t Export.,[object Object]
The Archivist,[object Object],Why export?,[object Object],[object Object],Can help to plan day and time of tweets to 1) reach maximum followers and/or 2) maximise retweets.,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object]
The Archivist,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Why export? ,[object Object],Create visual word clouds.,[object Object],For example: http://www.wordle.net/ [Free!],[object Object]
Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Other sources for Tweet Downloads/Backup,[object Object],Tweetake:  http://tweetake.com/,[object Object],You can download tweets by you, to you, those of your followers and those you follow, including Direct Messages.,[object Object],Rich data:,[object Object],Actual name of the user ,[object Object],(as they’ve entered into Twitter),[object Object],Their username,[object Object],Their location,[object Object],Their Twitter bio,[object Object],URL for their profile image,[object Object],The tweet date and time ,[object Object],Full tweet text,[object Object]
Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Other sources for Tweet Downloads/Backup,[object Object],[object Object],Create a #hashtag, keyword or @person archive,[object Object],Export available,[object Object],TweetBackup: http://tweetbackup.com,[object Object],Lets you back up your sent tweets.,[object Object],Export to CSV only for paid accounts,[object Object],Backup My Tweets: http://backupmytweets.com/,[object Object],Free, if you tweet about the service.,[object Object],Export feature currently not working.,[object Object]
Worth noting,[object Object],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. ,[object Object],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!),[object Object],Export of the raw data also allows manipulation in Excel, or advanced analysis in statistical packages such as SAS or SPSS.,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object]
Exercise,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Using The Archivist (Web), create an archive of a hashtag you are interested in.,[object Object],Don’t know what hashtag people are using for your topic?,[object Object],Browse or search Twitter/Google/Topsy for a keyword, and see what hashtag people are using in those tweets.,[object Object],http://archivist.visitmix.com/,[object Object],OR,[object Object],Use Tweetake to download an export and view in Excel:http://tweetake.com/,[object Object]
Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Measuring Twitter success,[object Object]
Twitter Account Measurement,[object Object],There are a variety of services out there to help you measure your Twitter presence.,[object Object],We’ll focus on two:,[object Object],Klout,[object Object],Twitalyzer,[object Object],Why should you care?,[object Object],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.,[object Object],Tracking your social media efforts back to your website can round out a holistic picture of the success of your efforts.,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object]
Klout,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Klout score is based on over 35 variables:,[object Object],Exact details behind Klout scores are hidden to avoid “gaming” the system.,[object Object],Variety of metrics:,[object Object],Klout Score,[object Object],Amplification: Likelihood that your content will be acted upon,[object Object],Network: Engagement with network,[object Object],True Reach: Size of your engaged audience,[object Object],Influence Matrix/Classification. E.g. Celebrity, Feeder, Observer, Dabbler, Conversationalist etc,[object Object]
Twitalyzer,[object Object],Large number of metrics, customisable to what you care about and want to view. ,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Impact: ,[object Object],Number of followers I have,[object Object],Number of references to me ,[object Object],Frequency of unique retweets of my tweets,[object Object],Frequency at which I retweet,[object Object],Frequency of my posts,[object Object],Note: Twitalyzer brings in Klout score,[object Object]
Twitalyzer,[object Object],Ability to set goals:,[object Object],Comparisons:,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object]
Twitalyzer,[object Object],Recommendations,[object Object],Network Explorer:,[object Object],Interactive network map,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object]
Twitalyzer,[object Object],Network activity,[object Object],My activity,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object]
Twitalyzer,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Sentiment Analysis,[object Object],Ability to change the termsthat classify tweets as positiveor negative.,[object Object],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.) ,[object Object],E.g. This tweet is classified as negative because of use of the word “fail”: ,[object Object],@evanlapointe: @michelehinojosa you couldn't fail! May be interesting to see what the community could put together to help agencies, though,[object Object]
Exercise,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],“Twitalyze” your username,[object Object],http://www.twitalyzer.com,[object Object],Username: 	**************,[object Object],Password: 	******************,[object Object],Once you sign in as this account, under “Profile any Twitter user”, enter your ownusername. ,[object Object],When Twitalyzer pulls up yourinformation, click “Add @yourusernameto your accounts”,[object Object]
Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Tracking Twitter traffic to your website,[object Object]
Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Tracking social media back to your website,[object Object],It’s more simple than people realise to track Twitter traffic back to measurable outcomes on your website. You don’t have to technical!,[object Object],By tagging the links you post in social media, you can analyse on-site behaviour well past the click.,[object Object],Do they visit the site?,[object Object],How many pages do they see? Which pages?,[object Object],How much time do they spend?,[object Object],Do they complete a goal? (e.g. make a purchase, download a whitepaper),[object Object],Which social media channels are more successful? ,[object Object],Which specific posts are more successful?,[object Object],[object Object],[object Object]
Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Tracking social media back to your website,[object Object],Google has a URL builder:,[object Object],Enter the URL you’re linking to, plus campaign variables: ,[object Object],Campaign Term is only for Paid Search ,[object Object],Now, instead of putting http://www.michelehinojosa.com into bit.ly or ow.ly, put this full campaign URL into your URL shortener. ,[object Object],When the traffic comes through to GA, it will carry through the full referrer information you have selected. ,[object Object]
Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Tracking social media back to your website,[object Object],“But Google Analytics already tells me the traffic source was Twitter. Why do I need to bother?”,[object Object],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.,[object Object],Campaign Content allows you to group types of posts, so you can analyse the effectiveness of different types of posts.,[object Object],E.g. Links to articles vs. links to videos vs. links to image galleries.,[object Object],You can also look at Source + Content to see if Twitter vs Facebook respond differently to types of posts.,[object Object],Campaign Name allows you to create a unique name for every link you post. ,[object Object],So you can analyse traffic from one specific post! ,[object Object]
Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Tracking social media back to your website,[object Object],More importantly …,[object Object],Campaign tracking of your social media efforts allows you to counter the “Social media is a waste of time” arguments.,[object Object],You can tell anyone in your organisation:,[object Object],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. ,[object Object],Specific video “EPQ” received the most amount of visits, and that traffic spent the most amount of time on site.,[object Object],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. ,[object Object],And if you’re not getting these positive results?,[object Object],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!,[object Object]
Exercise,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Use Google’s Campaign tracking:,[object Object],http://bit.ly/CampaignTracker,[object Object],Enter:,[object Object],URL of your site,[object Object],Source = Twitter,[object Object],Medium = Social,[object Object],Content = A “type” of post,[object Object],Campaign = short description,[object Object],Go to http://bit.ly/ andshorten your URL.,[object Object],Put the shortened URL into yourbrowser and follow.,[object Object]
Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Conclusion,[object Object]
The holistic picture,[object Object],Twitter research can uncover what a community is talking about, or what your competitors are doing.,[object Object],Twitter analysis tools can tell you how you are doing within the Twitterverse.,[object Object],Followers, retweets, mentions, engagement, etc.,[object Object],Twitter campaign tracking can tell you about the traffic your Twitter links bring back to your site. ,[object Object],Visits, page views, content viewed, time on site, orders submitted, downloads etc. ,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object]
Contact me,[object Object],Michele Hinojosa  |  @michelehinojosa  |  mhinojosa@reddoor.biz  |  619.398.2670,[object Object],Michele Hinojosa,[object Object],@michelehinojosa on Twitter,[object Object],Director of Digital Analytics at Red Door Interactive ,[object Object],@reddoor on Twitter,[object Object],mhinojosa@reddoor.biz,[object Object],619.398.2670,[object Object],http://www.michelehinojosa.com,[object Object],http://www.reddoor.biz,[object Object]

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Twitter Analytics: Michele Hinojosa, Red Door Interactive

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