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Audience Reach & Competitive Intelligence Tools by Elisabeth Osmeloski Pubcon Vegas 2013

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Social Media Audience Reach & Competitive Intelligence Tools by Elisabeth Osmeloski of http://searchengineland.com and http://marketingland.com given at Pubcon Las Vegas 2013.

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http://marketingland.com/connect
http://searchengineland.com/connect

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Audience Reach & Competitive Intelligence Tools by Elisabeth Osmeloski Pubcon Vegas 2013

  1. 1. @elisabethos
  2. 2. who we are
  3. 3. NEWS SOURCE FOR THE SEARCH & DIGITAL MARKETING INDUSTRY
  4. 4. BUT… STILL A SMALL TEAM • 9 F/T editors & writers • 5 P/T contributing editors • 3 F/T marketing team @MonicaWright @beebow @ElisabethOs @ElisabethOs
  5. 5. perceived vs. actual competition
  6. 6. DIRECT VS. INDIRECT MOZ Search Engine Land SEJ SEW @SEengineLand
  7. 7. A DIFFERENT UNIVERSE Read Write Web The Next Web AdWeek Marketing Land Clickz AdAge DigiDay @MarketingLand
  8. 8. so many platforms… so little time…
  9. 9. AUDIENCE & COMMUNITY
  10. 10. ENGAGEMENT METRICS •time spent onsite •pages viewed per visit •connects as a fan •converts on other goals @ElisabethOs
  11. 11. SOCIAL GROWTH SearchEngineLand vs MarketingLand Social Reach 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 Jan-2009 Jan-2010 Jan-2011 SearchEngineLand Jan-2012 Jan-2013 MarketingLand @ElisabethOs
  12. 12. so many tools… so little time…
  13. 13. what tools do we use?
  14. 14. QUANTCAST
  15. 15. QUANTCAST
  16. 16. QUANTCAST
  17. 17. QUANTCAST content opportunities
  18. 18. QUANTCAST
  19. 19. QUANTCAST
  20. 20. QUANTCAST content opportunities
  21. 21. QUANTCAST
  22. 22. SOCIALFLOW
  23. 23. SOCIALFLOW
  24. 24. SIMPLY MEASURED
  25. 25. SIMPLY MEASURED
  26. 26. SIMPLY MEASURED
  27. 27. SIMPLY MEASURED
  28. 28. SIMPLY MEASURED
  29. 29. SIMPLY MEASURED Competitive Leaderboard All Account Avg. Lowest Account Leading Account Page Fans 3,802 37 9,535 23k total engagement ClickZ Social Media Examiner 77k 8,424 175k 460k total fans Engagement DIGIDAY: Social Media Examiner Brand Posts 2,798 105 7,668 2.7% PTAT as % of fans People Talking About This (PTAT) ClickZ Social Media Examiner 116 78 183 694 total posts Advertising Age Marketing Land How does the leader compare? Leader posts more often than average. Content is mostly statuses and links. Leader has 15k (9.2%) more fans than the next best brand Social Media Today. Leader has a 46% share of PTAT compared to a 35% share for the second best brand Social Media Today. Leader sends about 6.3 posts per day and gets an average of 5.4 interactions per post.
  30. 30. SIMPLY MEASURED Overview How do brands compare on the most important metrics? Fan Page Comparison: Total Engagement on Brand Posts Relative Share of Engagement Social Media Ex… 5.9% 5.7% 6% 5% 4% 6.0K 3.3K 3% 2% 0 37 79 997 1.0% 0.4% 1% Engagement as % of Fans 9.5K 8.8K Total Engagement 5.6% 3.8% 2.0K DIGIDAY: ClickZ 7% 8.0K 4.0K Advertising Age Engagement as % of Fans 12.0K 10.0K Social Media Today Marketing Land Total Engagement 4% 15% 42% 0% 39%
  31. 31. SIMPLY MEASURED Fan Page Comparison: Total Fans Relative Share of Fans 160.1K 174.8K 180.0K Fan Growth per Day 0.3% 100.0K 0.2% 0.2% 0.2% 0.1% 0.1% 0 9.4K 8.4K 17.4K 60.0K 20.0K ClickZ 0.3% 0.2% 80.0K 40.0K DIGIDAY: 2% 0.2% 89.7K Total Fans 120.0K Advertising Age 0.3% 160.0K 140.0K Social Media Today 0.3% Fan Growth 200.0K Social Media Ex… Marketing Land Total Fans 2% 4% 20% 38% 0.1% 0.0% 35%
  32. 32. SIMPLY MEASURED Fan Page Comparison: Brand Posts Status Link Brand Posts Per Day Photo Video Other Social Media Ex… 2.9 200 180 Social Media Today 4.0 Brand Posts 160 140 120 Advertising Age 2.7 100 80 Marketing Land 6.3 60 40 20 DIGIDAY: 2.9 0 ClickZ 5.1
  33. 33. SIMPLY MEASURED People Talking About This Over Time 9.0K People Talking About This Social Media Ex… Social Media Ex… 8.0K People Talking About This 7.0K 7,668 Social Media Today Social Media Today 5,794 6.0K 5.0K 4.0K Advertising Age Advertising Age Marketing Land 3.0K 2.0K Marketing Land 388 DIGIDAY: DIGIDAY: 1.0K 0 2,682 148 ClickZ 105 ClickZ
  34. 34. SIMPLY MEASURED Engagement on Brand Posts What's driving engagement for different brands? Fan Page Engagement Comparison Over Time on Brand Posts Fan Interactions (Likes, Comments, Posts) MOST ENGAGING POSTS FROM PEAK 2.0K Social Media Ex… 1.8K 1.6K Social Media Today 1.4K 1.2K Justin Timberlake Shows Us How Dumb We Sound When We Use Hashtags | gizmodo.com | Justin T… 1,406 interactions, 84% of brand total for the day Advertising Age From 9/26/13 by Social Media Today 1.0K 800 From 9/25/13 by Social Media Examiner Marketing Land 600 Does your #customer's emotional journey look like this? Might be time to rethink your #bra… DIGIDAY: 974 interactions, 83% of brand total for the day ClickZ 400 From 9/5/13 by Social Media Today 200 0 Sorry, Mr. Clark Kent, but you never should have said yes to your mom's friend request. | … 388 interactions, 50% of brand total for the day
  35. 35. SIMPLY MEASURED Average Response Per Brand Post Engagement Details Comparison Shares per Post Likes 51 50 31 Advertising Age 21 30 Social Media Today 22 40 Comments Social Media Ex… 60 31 Marketing Land 0 0 0 0 1 0 1 4 0 10 4 8 20 4 Fan Interactions per Post 70 Comments per Post 62 Likes per Post DIGIDAY: 0 ClickZ User Posts Shares
  36. 36. SIMPLY MEASURED Community Health Details How does community engagement differ across brands? New Page Likes Comparison Over Time Change in Fans 900 Social Media Ex… 800 Social Media Ex… 8,948 700 Social Media Today Social Media Today 11.5K New Page Likes 600 500 Advertising Age Advertising Age 6,115 400 300 Marketing Land Marketing Land 1,016 200 DIGIDAY: 0 459 ClickZ DIGIDAY: 100 284 ClickZ -100 GROWTH RATE PER DAY CHANGE IN FANS PER DAY AVERAGE GROWTH RATE HIGHEST GROWTH RATE AVERAGE CHANGE IN FANS MOST FANS GAINED All Brands Social Media Today All Brands Social Media Today 0.20% 0.27% 163 396
  37. 37. SIMPLY MEASURED User Wall Posts & Page Admin Replies User Wall Posts 81 60% 55.6% 80 User Wall Posts 50% 70 60 40% 50 30% 40 30 20% 20 10 0 11 0 0.0% 0 0.0% 9.1% 17 10% 7 0.0% 0.0% 0% % of User Posts Replied To 90 BRAND RESPONSIVENESS % of User Posts Replied To HIGHEST RESPONSE RATE 56% Social Media Examiner AVERAGE RESPONSE RATE 11% All Brands
  38. 38. FEEDS & READERS
  39. 39. GOOGLE DOCS • use spreadsheets to aggregate data from multiple sources & tools for central data repository • document changes & house insight reports • easy to share with virtual colleagues • integrating with Google Analytics to create custom dashboards
  40. 40. TAKEAWAYS stay focused on just a few key competitors, but watch for rising stars focus on current traffic producers, use competitive intelligence for growth use tools that make sense for your business but limit to avoid information overload
  41. 41. marketingland.com/connect connect searchengineland.com/connect

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