Ponencia de Lucas Walker: Herramienta de Monitorización

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Ponencia de Lucas Walker: Herramienta de Monitorización

  1. 1. ORGANIZA
  2. 2. What Gets Measured Gets Done A look at Social Media and Web analytic tools Lucas Walker ORGANIZA
  3. 3. Contents• The importance of measuring• Back to basics• Subscribers• Shares• Content views
  4. 4. Importance of Measuring Según su origen… ORGANIZA
  5. 5. Benchmarking• Sets the standard of where you are• Basis of goals• Typical stats: o Likes/follows o Media views o Subscribers
  6. 6. Types of measurement• Subscribers o Have made an effort to receive your content • Followed, liked, subscribed• Shares o Sharing content with their network • Fowarding an email, retweeting, sharing• Content Views o Number of views you have • Website, picture, video, blog post
  7. 7. Back to Basics Según su origen… ORGANIZA
  8. 8. Stats 101• Get comfortable with Excel• Statistics o Watch some videos from the Khan Academy o Sampling o Standard deviation o Linear regression
  9. 9. Subscribers• Facebook page likes• Twitter, Google+ followers• RSS subscribers• Mailing lists
  10. 10. Twitter• Purchase a small ad buy• Access to Twitter’s dashboard• Key insights o Follow / unfollow tracking o Clicks o Retweets o Replies
  11. 11. Facebook• Track likes and hidden from timeline• Reactions to posts• Demographics o Age, gender• Referrals o How people came to your page• Views vs. unique visitors
  12. 12. RSS and Email Lists• Feedburner o Keep track of subscribers o Easy to use• MailChimp o Newsletter creation and management o Stylish, fun UI o Easy management
  13. 13. Social Sharing Según su origen… ORGANIZA
  14. 14. Tracking the social web• Facebook o Talking about this• Twitter o Basic search, Tweetdeck, Hootsuite• Premium tools o Allow you to see all social media in one place o Keep track over time o Advanced analytics
  15. 15. Facebook and Twitter• Facebook o “Talking about this” o Walled garden, mostly private• Twitter o Simple searching o Setting up columns in Tweetdeck/Hootsuite
  16. 16. Facebook Insights
  17. 17. Twitter Insights
  18. 18. Tweetdeck
  19. 19. Sysomos• MAP o Ad-hoc research o Unlimited searches, unlimited results o Full analytic suite• Heartbeat o Ongoing monitoring o Workflow and micro CRM o Full analytic suite
  20. 20. EPC 2012 Analysis• Content will be added in closer to the conference• Influencers• Wordcloud• Demographics
  21. 21. Content Views Según su origen… ORGANIZA
  22. 22. What viewing trends are there?• Going viral• Viewing your internal content o Website, corporate blog, forums• Video views• Image views• Google Analytics
  23. 23. Video Dashboards• YouTube o Track comments, views, lots of traffic o Lots of amateur content• Vimeo o More professional setting o Full analytic suite o Less traffic
  24. 24. Photo Sharing• Facebook o High traffic and engagement• Flickr o Losing market share, still huge• Twitter Pictures o Twitter pics, Twitpic• Instagram o Create a following, share photos
  25. 25. Google Analytics• Leader in website analytics• Provides you with key information o Demographics o Referrals o Time spent on your page o Bounce rate
  26. 26. Google Analytics• Screenshots of Google Analytics
  27. 27. Questions?Contact lwalker@sysomos.com @walkerlucas ca.linkedin.com/in/walkerlucas Thank You!

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