Metrics That Matter
Brian Stump brianst@brandwatch.com | Tel: 347 834 9708
May 2014
Agenda
© 2014 Brandwatch |
www.brandwatch.com
2
– Our Metrics
– Cutting through the noise
– Telling a story
3
Metrics
© 2014 Brandwatch | www.brandwatch.com
Metrics
4
• Impact Score
• Twitter Metrics
• Page Type
• Site Visitor Metrics
• MozRank
• Backlinks
• Net Sentiment
• Peop...
Metrics
5
• Impact Score
– Score given to mentions, authors, and sites that reflect how much it has been seen
and shared.
...
Metrics
6
• Impact Score
• Twitter Metrics
– Retweets
– Reach Score
– Tweets
– Following
– Followers
– Influence
– Impress...
Metrics
7
• Impact Score
• Twitter Metrics
– Retweets
– Reach Score
• The sum of the influence of the author and all tweet...
Metrics
8
• Impact Score
• Twitter Metrics
• Page Type
– News
– Blog
– Forum
– Video
– Twitter
– General
– Review
– Image
...
Metrics
9
• Impact Score
• Twitter Metrics
• Page Type
• Site Visitor Metrics (Provided by Google Display Planner)
– Visit...
Metrics
10
• Impact Score
• Twitter Metrics
• Page Type
• Site Visitor Metrics
• MozRank (Provided by SEOmoz)
– Reflects t...
Metrics
11
• Impact Score
• Twitter Metrics
• Page Type
• Site Visitor Metrics
• MozRank
• Backlinks
• Net Sentiment
• Peo...
Metrics
12
• Impact Score
• Twitter Metrics
• Page Type
• Site Visitor Metrics
• MozRank
• Backlinks
• Net Sentiment
• Peo...
13
Cutting Through
the Noise
© 2014 Brandwatch | www.brandwatch.com
14
Telling a Story
© 2014 Brandwatch | www.brandwatch.com
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Brandwatch Masterclass: Metrics That Matter

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NY Masterclass Session, May 8

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Brandwatch Masterclass: Metrics That Matter

  1. 1. Metrics That Matter Brian Stump brianst@brandwatch.com | Tel: 347 834 9708 May 2014
  2. 2. Agenda © 2014 Brandwatch | www.brandwatch.com 2 – Our Metrics – Cutting through the noise – Telling a story
  3. 3. 3 Metrics © 2014 Brandwatch | www.brandwatch.com
  4. 4. Metrics 4 • Impact Score • Twitter Metrics • Page Type • Site Visitor Metrics • MozRank • Backlinks • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com
  5. 5. Metrics 5 • Impact Score – Score given to mentions, authors, and sites that reflect how much it has been seen and shared. – Comprised of 2 factors: • How much potential a mention has to be seen • How much a mention has been viewed, shared, or retweeted. – The Impact metric is still in beta, and, as such, we would love your feedback! • Twitter Metrics • Page Type • Site Visitor Metrics • MozRank • Backlinks • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com
  6. 6. Metrics 6 • Impact Score • Twitter Metrics – Retweets – Reach Score – Tweets – Following – Followers – Influence – Impressions – Outreach – User Role – Verification – Account Type – Gender – Profession – Interest – Author Location • Page Type • Site Visitor Metrics • MozRank • Backlinks • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com
  7. 7. Metrics 7 • Impact Score • Twitter Metrics – Retweets – Reach Score • The sum of the influence of the author and all tweeters who have retweeted the tweet. – Tweets – Following – Followers – Influence • A normalized score based upon the amount that others interact with an author or their content. (Kred) – Impressions – Outreach • Level based metric based upon the amount a user RTs, @reply, or follows other users. (Kred) – User Role – Verification – Account Type – Gender – Profession – Interest – Author Location • Page Type • Site Visitor Metrics • MozRank • Backlinks • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com
  8. 8. Metrics 8 • Impact Score • Twitter Metrics • Page Type – News – Blog – Forum – Video – Twitter – General – Review – Image – Facebook • Site Visitor Metrics • MozRank • Backlinks • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com
  9. 9. Metrics 9 • Impact Score • Twitter Metrics • Page Type • Site Visitor Metrics (Provided by Google Display Planner) – Visitors/Month – Avg. Visits – Avg. Pages – Avg. Time (min) – % Male – % Female • MozRank • Backlinks • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com
  10. 10. Metrics 10 • Impact Score • Twitter Metrics • Page Type • Site Visitor Metrics • MozRank (Provided by SEOmoz) – Reflects the importance of a web page. – Pages increase the MozRank by the number and quality of other pages that link to them. • Backlinks (Provided by SEOmoz) – The number of external links pointing to a website. – This can be a good indicator of the quality of the website. • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com
  11. 11. Metrics 11 • Impact Score • Twitter Metrics • Page Type • Site Visitor Metrics • MozRank • Backlinks • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com 6 mentions / 3 are neutral / 2 are positive / 1 is negative difference = positive - negative ( or 2 – 1) = 1 sum = positive + negative ( or 2 + 1) = 3 net sentiment = (difference / sum) * 5 = ( or (1 / 3) * 5) = 1.666… = 1.7 Example:
  12. 12. Metrics 12 • Impact Score • Twitter Metrics • Page Type • Site Visitor Metrics • MozRank • Backlinks • Net Sentiment • People Talking About This (Provided by Facebook) – The number of unique users who have created a “story” about a page in a seven day period. © 2014 Brandwatch | www.brandwatch.com
  13. 13. 13 Cutting Through the Noise © 2014 Brandwatch | www.brandwatch.com
  14. 14. 14 Telling a Story © 2014 Brandwatch | www.brandwatch.com

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