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ANALYTICS – KNOW THE TRUE STORY
OF YOUR REACH AND ENGAGEMENT
Presented by Robyn Scott of Zephyr Strategy
& Dave Rohrer of ...
WHO IS DAVE ROHRER?
• Once was a web developer.
• Has spent ~10 years in-house and ~6 years at
agencies
• I have worked on...
FIND ME ONLINE
Websites:
• Personal Site: http://daverohrer.com
• Agency Site: http://www.northsidemetrics.com
• Beer Site...
FIVE QUESTION QUIZ
• Where are my brewers and in-house people? Writers? People that snuck in just
hoping for free beer?
• ...
METRICS, SEXY METRICS
PLATFORMS
Twitter Facebook Pinterest LinkedIn
Instagram Email Reddit StumbleUpon
Website
(SEO)
Forums Snapchat Others
METRICS
Tweet
Impressions
Retweets
Faves, err
Loves
Lists Followers
Lost
Followers
Direct
Messages
Mentions ProfileVisits
...
ACTIVITY
METRICS
Posts Comments
Organic
Likes
Paid Likes
Unlikes Post Reach
People
Engaged
Mentions
Actions on
Page
Page
Views
Page...
ACTIVITY
METRICS
Impressions Saves Clicks Likes
AVG Daily
Impressions
AVG Daily
Viewers
AVG Monthly
Viewers
AVG Monthly
Engaged
ACTIVITY
METRICS
ProfileViews Connections Messages Post Likes
PostViews
Ad
Impressions
Ad Clicks
Ad Social
Actions
Ad
Engagements
A...
ACTIVITY
METRICS
Posts Followers Following Comments
Likes
Likes Per
Post
Comments
Per Post
New
Followers
ACTIVITY
Not Much Here!
METRICS
Link Data
Ranking
Data
Traffic
Data
Conversion
Data
PageView
Data
Referral
Data
SOCIAL METRIC RESOURCES
 For more information and reading:
• https://www.socialfresh.com/the-future-of-social-media-marke...
3RD PARTY TOOLS
ACTIVITY
ACTIVITY
ACTIVITY
ACTIVITY
ACTIVITY
ACTIVITY
ACTIVITY
https://wordpress.org/plugins/social-metrics-tracker/screenshots/
ACTIVITY
ACTIVITY
NOW WHAT?
HIGH LEVEL PROCESS FOR MEASURING
CONTENT
URL
Inventory
Analytics
Data
Link Data
Social
Signal
Data
Ranking
Data
Fall in
Lo...
1. INTERNAL URL DATA
Most CMS allow for
export of all pages/posts
CMS Export
Go to your
domain.com/sitemap.xm
l to get a l...
1. CRAWLINGTOOLS
• http://bit.ly/xenu-signup
• Free
• Simple but effective for smaller sites
• Exports a CSV and/or a repo...
2. INTERNAL ANALYTICS DATA
How many page
views come from
each source?
Source = Social, Paid,
Organic, Direct,
Referral
Pag...
3. LINK DATATOOLS
• http://bit.ly/ahrefs-signup
• Great source for link data
• Has other features that make up
for the sma...
4. SOCIAL DATATOOLS
• http://bit.ly/sharedc-signup
• Gives Facebook, LinkedIn,Twitter,
Pinterest and Google + data
• Get d...
5. RANKING DATATOOLS
• http://bit.ly/alabs-signup
• 1000 Keywords and 100 Domains
• Local & MobileTracking
• Daily Updates...
6. FALL IN LOVE WITH EXCEL
7. ANALYZE
 Hey beer + data = FUN (just
more data and not too much
beer) or else you will suddenly
realize your new conte...
8. COMPETITIVE ANALYSIS + CONTENT
ANALYSIS + GAP ANALYSIS = PRODUCE MORE
CONTENT
So why did I just go through this
whole p...
8. COMPETITIVE ANALYSIS + CONTENT
ANALYSIS + GAP ANALYSIS = DONE
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#BBC16 - Dave Rohrer - Analytics – Know the True Story of Your Reach and Engagement

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2016 Beer Bloggers & Writers Conference Session: Content creation and community engagement are the current buzzwords. But if you are not using the analytics tools of Google, Facebook, and Twitter you are working in the dark. Robyn Scott of Zephyr Strategy and Dave Rohrer of NorthSide Metrics will enlighten us.

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#BBC16 - Dave Rohrer - Analytics – Know the True Story of Your Reach and Engagement

  1. 1. ANALYTICS – KNOW THE TRUE STORY OF YOUR REACH AND ENGAGEMENT Presented by Robyn Scott of Zephyr Strategy & Dave Rohrer of NorthSide Metrics
  2. 2. WHO IS DAVE ROHRER? • Once was a web developer. • Has spent ~10 years in-house and ~6 years at agencies • I have worked on Fortune 500 and Fortune 50 accounts • I have helped many startups get started with SEO and PPC • Every company I have worked for has been bought or spun off (yes really). • That is a photo of my boss – he is 3 now. • Currently own and run a Chicago based digital agency
  3. 3. FIND ME ONLINE Websites: • Personal Site: http://daverohrer.com • Agency Site: http://www.northsidemetrics.com • Beer Site: http://www.brewerytourguy.com Social: • LinkedIn: https://www.linkedin.com/in/daverohrer • Personal Twitter: @daver • Agency Twitter: @ns_metrics • Beer Twitter: @brewerytourguy BBC16 Twitter List: • https://twitter.com/brewerytourguy/lists/bbc16
  4. 4. FIVE QUESTION QUIZ • Where are my brewers and in-house people? Writers? People that snuck in just hoping for free beer? • Who has spent too much time in Ybor or on Church Street over the years? Now who has no idea where those are? • Who does it for the (free) beer? Because it is your job? Because you love beer? Some other reason? • Who uses a 3rd party service/tool for analytics and/or data beyond Google Analytics? • Greatest Tampa Bay Buccaneer Running Back ever?
  5. 5. METRICS, SEXY METRICS
  6. 6. PLATFORMS Twitter Facebook Pinterest LinkedIn Instagram Email Reddit StumbleUpon Website (SEO) Forums Snapchat Others
  7. 7. METRICS Tweet Impressions Retweets Faves, err Loves Lists Followers Lost Followers Direct Messages Mentions ProfileVisits Total Engagements
  8. 8. ACTIVITY
  9. 9. METRICS Posts Comments Organic Likes Paid Likes Unlikes Post Reach People Engaged Mentions Actions on Page Page Views Page Likes
  10. 10. ACTIVITY
  11. 11. METRICS Impressions Saves Clicks Likes AVG Daily Impressions AVG Daily Viewers AVG Monthly Viewers AVG Monthly Engaged
  12. 12. ACTIVITY
  13. 13. METRICS ProfileViews Connections Messages Post Likes PostViews Ad Impressions Ad Clicks Ad Social Actions Ad Engagements Ad Spend Ad CTR Ad CPM
  14. 14. ACTIVITY
  15. 15. METRICS Posts Followers Following Comments Likes Likes Per Post Comments Per Post New Followers
  16. 16. ACTIVITY Not Much Here!
  17. 17. METRICS Link Data Ranking Data Traffic Data Conversion Data PageView Data Referral Data
  18. 18. SOCIAL METRIC RESOURCES  For more information and reading: • https://www.socialfresh.com/the-future-of-social-media-marketing-stats/ • http://www.rioseo.com/measuring-your-content-marketing-efforts-with-rio-seo- social-analytics/ • http://www.slideshare.net/unmetric/the-social-media-habits-for-top-us-beer- brands/ • http://www.shiftcomm.com/blog/influencers-overpaid-data-driven-exploration- influencer-metrics/
  19. 19. 3RD PARTY TOOLS
  20. 20. ACTIVITY
  21. 21. ACTIVITY
  22. 22. ACTIVITY
  23. 23. ACTIVITY
  24. 24. ACTIVITY
  25. 25. ACTIVITY
  26. 26. ACTIVITY https://wordpress.org/plugins/social-metrics-tracker/screenshots/
  27. 27. ACTIVITY
  28. 28. ACTIVITY
  29. 29. NOW WHAT?
  30. 30. HIGH LEVEL PROCESS FOR MEASURING CONTENT URL Inventory Analytics Data Link Data Social Signal Data Ranking Data Fall in Love with Excel Analyze Produce More Content
  31. 31. 1. INTERNAL URL DATA Most CMS allow for export of all pages/posts CMS Export Go to your domain.com/sitemap.xm l to get a list of all URLs If you don’t have a sitemap I suggest using YoastSEO to help make one. Sitemap XML Use a “crawler” to crawl your site to obtain a list of all URLs. Site Crawl
  32. 32. 1. CRAWLINGTOOLS • http://bit.ly/xenu-signup • Free • Simple but effective for smaller sites • Exports a CSV and/or a report to a Browser Xenu • http://bit.ly/sfrog-signup • Has a free version with limited functionality for sites up to 500 pages • Paid version is only £99.00 PerYear • Has a great export and overall ability to dig into a site. Screaming Frog • http://bit.ly/deepc-signup • Starts at $80 a month for 100,000 URLS • Great for small to medium sites but really not cost effective for larger sites (yet) • Really nice reporting ability • Doesn’t impact your computer like Xenu or Screaming Frog can as it is SaaS Deepcrawl
  33. 33. 2. INTERNAL ANALYTICS DATA How many page views come from each source? Source = Social, Paid, Organic, Direct, Referral PageViews How often is this page a landing page i.e. entry point? Landing Pages How many actions were taken on the site? Conversions
  34. 34. 3. LINK DATATOOLS • http://bit.ly/ahrefs-signup • Great source for link data • Has other features that make up for the smaller link data set (compared to Majestic) Ahrefs • http://bit.ly/majestic-signup • Great tool and data source • I believe them to have the biggest and best data set for links Majestic • http://bit.ly/linkdetox-signup • Not cheap but has a great selection of link data tools • They use multiple sources for data so while not a native database, they likely have the largest combined data set Link Research Tools
  35. 35. 4. SOCIAL DATATOOLS • http://bit.ly/sharedc-signup • Gives Facebook, LinkedIn,Twitter, Pinterest and Google + data • Get data for 1000 to 10000 URLs a day free • Cost: Free but limited SharedCount • http://bit.ly/crawly-signup • 500 pages a week free • Gets G+, Facebook, Pins, Stumbles and more for a total for each page • You can crawl any domain • Cost: Free but limited Socialcrawlytics • http://bit.ly/scrapebox-social • Gets Facebook, Google +1,Twitter, LinkedIn and Pinterest shares • Exports it to a nice CSV/Excel • Crawls any list of URLs you give it • Cost: One time $97 fee Scrapebox
  36. 36. 5. RANKING DATATOOLS • http://bit.ly/alabs-signup • 1000 Keywords and 100 Domains • Local & MobileTracking • Daily Updates • Cost: $99 a month and up Authority Labs • http://bit.ly/serush-signup • Data is sometimes weeks or months old • No control on updating keywords • 3000 reports per day with up to 10,000 keywords per report at a time • Cost: $69.95 a month and up SEMRUSH • http://bit.ly/ranker-plugin • Track unlimited keywords* and sites • Exports it to a nice CSV/Excel • Proxy Support • Cost: One time $97 fee + Proxies + $20 One time $20 Plugin fee Scrapebox
  37. 37. 6. FALL IN LOVE WITH EXCEL
  38. 38. 7. ANALYZE  Hey beer + data = FUN (just more data and not too much beer) or else you will suddenly realize your new content ideas all revolve around horrible horrible ideas.  Right @hucksbeerbuzz?
  39. 39. 8. COMPETITIVE ANALYSIS + CONTENT ANALYSIS + GAP ANALYSIS = PRODUCE MORE CONTENT So why did I just go through this whole process? With it you can do the following: - Try to understand what content to make for specific social networks, keywords and audiences. - You could also do this on your competitor sites to understand what they are producing and how it might be doing.
  40. 40. 8. COMPETITIVE ANALYSIS + CONTENT ANALYSIS + GAP ANALYSIS = DONE

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