Michele Hinojosa | @michelehinojosa |
mhinojosa@reddoor.biz | 619.398.2670<br />Twitter Analytics<br />

Agenda<br />Michele Hinojosa | @michelehinojosa
| mhinojosa@reddoor.biz | 619.398.2670<br />Twitter research for competitive intelligence:<br />Twitter advanced search, Search engines (Google, Topsy)<br />Hashtag and network analysis:<br />The Archivist, Tweetake, Twapper Keeper<br />Download, export and backup tools:<br />Tweetake, The Archivist, Twapper Keeper, TweetBackup, Backup My Tweets<br />Twitter account measurement:<br />Klout, Twitalyzer<br />Tracking Twitter links back to your website<br />Campaign tracking in Google Analytics<br />

Michele Hinojosa | @michelehinojosa |
mhinojosa@reddoor.biz | 619.398.2670<br />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: <br />Twitter analysis (rather than social media monitoring) and <br />At what can be done with less.<br />

About me<br />Michele Hinojosa |
@michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />Michele Hinojosa <br />Director of Digital Analytics at Red Door Interactive … and a total geek! <br />Previously Manager of Web Analytics at Kelley Blue Book<br />Originally from Australia (so forgive the random spelling of words)<br />Active in the web and social analytics community on Twitter as @michelehinojosa<br />

Michele Hinojosa | @michelehinojosa |
mhinojosa@reddoor.biz | 619.398.2670<br />Competitive intelligence &Twitter search<br />

Twitter Analytics for Competitive Intelligence
<br />There are two basic ways to look at what others are doing on Twitter:<br />Twitter.com, including Advanced Search<br />Search engines <br />Traditional: Google<br />Social: Topsy<br />Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />

Twitter and Advanced Search<br />Michele
Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />http://search.twitter.com/advanced<br />Tweets containing specific words, hashtags, specific Twitter users etc.<br />Date limitations:<br />While there is a “Since This Date” and “Until This Date” feature, you’ll find no results if you go too far back. <br />Typically Twitter will only retrieve back 4-7 days.<br /><ul><li>Useful for the “here and now” but not historical tweets.</li></li></ul><li>Search Engines<br />Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />You can treat Twitter.com as any other site, and search via Google.<br />Search within a site or domain: twitter.com<br />Google will often go back further than Twitter.com, as it has indexed the actual web page that the tweet appeared on.<br />However, you can’t decide to see tweets by a user. Anything that mentions them will come up organically.<br />

Topsy<br />Michele Hinojosa | @michelehinojosa
| mhinojosa@reddoor.biz | 619.398.2670<br />Topsy is a search engine specifically for the social web.<br />You can search within a specific user, as well as searching specifically for tweets that contain photos.<br />Their archive starts May 2008, but many users report seeing and retrieving archived tweets from earlier also. <br />

Exercise<br />Michele Hinojosa | @michelehinojosa
| mhinojosa@reddoor.biz | 619.398.2670<br />Conduct a Google Search for tweets on a topic of interest to you.<br />Remember: <br />Search within a site or domain: twitter.com<br />Option to narrow to a regional area.<br />

Michele Hinojosa | @michelehinojosa |
mhinojosa@reddoor.biz | 619.398.2670<br />Hashtag analytics, archives and exports<br />

Hashtag Analytics<br />The Archivist allows
you to create an archive of a specific search or hashtag.<br />Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />The Archivist desktop version<br />The Archivist web version<br />

The Archivist<br />Michele Hinojosa |
@michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br /><ul><li>Two versions: </li></ul>Desktop<br /><ul><li>Pros: Can export the search results to analyse data in (for example) Excel.

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.</li></ul>Web<br /><ul><li>Pros: Your archive will continue collecting at all times (program does not need to running.)

Pre-built visualisations, dashboard type view.

Cons: Can’t Export.</li></li></ul><li>The Archivist<br />Exporting
to Excel using the Desktop version:<br />Exports:<br />ID, Sender’s username, Time, Date and the actual text.<br />Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />

The Archivist<br />Why export?<br /><ul><li>Analyse
time/date of tweets within a hashtag. </li></ul>Can help to plan day and time of tweets to 1) reach maximum followers and/or 2) maximise retweets.<br />Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />

The Archivist<br />Michele Hinojosa |
@michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />Why export? <br />Create visual word clouds.<br />For example: http://www.wordle.net/ [Free!]<br />

Michele Hinojosa | @michelehinojosa |
mhinojosa@reddoor.biz | 619.398.2670<br />Other sources for Tweet Downloads/Backup<br />Tweetake: http://tweetake.com/<br />You can download tweets by you, to you, those of your followers and those you follow, including Direct Messages.<br />Rich data:<br />Actual name of the user <br />(as they’ve entered into Twitter)<br />Their username<br />Their location<br />Their Twitter bio<br />URL for their profile image<br />The tweet date and time <br />Full tweet text<br />

Michele Hinojosa | @michelehinojosa |
mhinojosa@reddoor.biz | 619.398.2670<br />Other sources for Tweet Downloads/Backup<br /><ul><li>Twapper Keeper http://twapperkeeper.com/</li></ul>Create a #hashtag, keyword or @person archive<br />Export available<br />TweetBackup: http://tweetbackup.com<br />Lets you back up your sent tweets.<br />Export to CSV only for paid accounts<br />Backup My Tweets: http://backupmytweets.com/<br />Free, if you tweet about the service.<br />Export feature currently not working.<br />

Worth noting<br />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. <br />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!)<br />Export of the raw data also allows manipulation in Excel, or advanced analysis in statistical packages such as SAS or SPSS.<br />Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />

Exercise<br />Michele Hinojosa | @michelehinojosa
| mhinojosa@reddoor.biz | 619.398.2670<br />Using The Archivist (Web), create an archive of a hashtag you are interested in.<br />Don’t know what hashtag people are using for your topic?<br />Browse or search Twitter/Google/Topsy for a keyword, and see what hashtag people are using in those tweets.<br />http://archivist.visitmix.com/<br />OR<br />Use Tweetake to download an export and view in Excel:http://tweetake.com/<br />

Michele Hinojosa | @michelehinojosa |
mhinojosa@reddoor.biz | 619.398.2670<br />Measuring Twitter success<br />

Twitter Account Measurement<br />There are
a variety of services out there to help you measure your Twitter presence.<br />We’ll focus on two:<br />Klout<br />Twitalyzer<br />Why should you care?<br />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.<br />Tracking your social media efforts back to your website can round out a holistic picture of the success of your efforts.<br />Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />

Klout<br />Michele Hinojosa | @michelehinojosa
| mhinojosa@reddoor.biz | 619.398.2670<br />Klout score is based on over 35 variables:<br />Exact details behind Klout scores are hidden to avoid “gaming” the system.<br />Variety of metrics:<br />Klout Score<br />Amplification: Likelihood that your content will be acted upon<br />Network: Engagement with network<br />True Reach: Size of your engaged audience<br />Influence Matrix/Classification. E.g. Celebrity, Feeder, Observer, Dabbler, Conversationalist etc<br />

Twitalyzer<br />Large number of metrics,
customisable to what you care about and want to view. <br />Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />Impact: <br />Number of followers I have<br />Number of references to me <br />Frequency of unique retweets of my tweets<br />Frequency at which I retweet<br />Frequency of my posts<br />Note: Twitalyzer brings in Klout score<br />

Twitalyzer<br />Ability to set goals:<br
/>Comparisons:<br />Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />

Twitalyzer<br />Recommendations<br />Network Explorer:<br />Interactive
network map<br />Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />

Twitalyzer<br />Network activity<br />My activity<br
/>Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />

Twitalyzer<br />Michele Hinojosa | @michelehinojosa
| mhinojosa@reddoor.biz | 619.398.2670<br />Sentiment Analysis<br />Ability to change the termsthat classify tweets as positiveor negative.<br />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.) <br />E.g. This tweet is classified as negative because of use of the word “fail”: <br />@evanlapointe: @michelehinojosa you couldn't fail! May be interesting to see what the community could put together to help agencies, though<br />

Exercise<br />Michele Hinojosa | @michelehinojosa
| mhinojosa@reddoor.biz | 619.398.2670<br />“Twitalyze” your username<br />http://www.twitalyzer.com<br />Username: **************<br />Password: ******************<br />Once you sign in as this account, under “Profile any Twitter user”, enter your ownusername. <br />When Twitalyzer pulls up yourinformation, click “Add @yourusernameto your accounts”<br />

Michele Hinojosa | @michelehinojosa |
mhinojosa@reddoor.biz | 619.398.2670<br />Tracking Twitter traffic to your website<br />

Michele Hinojosa | @michelehinojosa |
mhinojosa@reddoor.biz | 619.398.2670<br />Tracking social media back to your website<br />It’s more simple than people realise to track Twitter traffic back to measurable outcomes on your website. You don’t have to technical!<br />By tagging the links you post in social media, you can analyse on-site behaviour well past the click.<br />Do they visit the site?<br />How many pages do they see? Which pages?<br />How much time do they spend?<br />Do they complete a goal? (e.g. make a purchase, download a whitepaper)<br />Which social media channels are more successful? <br />Which specific posts are more successful?<br /><ul><li>Utilises your analytics tool’s campaign tracking.</li></li></ul><li>Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />Tracking social media back to your website<br />We are using Google Analytics as an example, but you can do this in any web analytics tool.<br />Just need to tailor the campaign tracking to what the specific tool you use requires. <br />Tagging social media links for Google Analytics involves including additional variables in the URL:<br />Traffic source (e.g. Twitter)<br />Traffic medium (e.g. Social)<br />Campaign Name (e.g. growanalytcareer – shortened version of the tweet/blog post)<br />Campaign Content (e.g. careerdev) – you can use Content to group/roll up certain types of posts.<br />

Michele Hinojosa | @michelehinojosa |
mhinojosa@reddoor.biz | 619.398.2670<br />Tracking social media back to your website<br />Google has a URL builder:<br />Enter the URL you’re linking to, plus campaign variables: <br />Campaign Term is only for Paid Search <br />Now, instead of putting http://www.michelehinojosa.com into bit.ly or ow.ly, put this full campaign URL into your URL shortener. <br />When the traffic comes through to GA, it will carry through the full referrer information you have selected. <br />

Michele Hinojosa | @michelehinojosa |
mhinojosa@reddoor.biz | 619.398.2670<br />Tracking social media back to your website<br />“But Google Analytics already tells me the traffic source was Twitter. Why do I need to bother?”<br />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.<br />Campaign Content allows you to group types of posts, so you can analyse the effectiveness of different types of posts.<br />E.g. Links to articles vs. links to videos vs. links to image galleries.<br />You can also look at Source + Content to see if Twitter vs Facebook respond differently to types of posts.<br />Campaign Name allows you to create a unique name for every link you post. <br />So you can analyse traffic from one specific post! <br />

Michele Hinojosa | @michelehinojosa |
mhinojosa@reddoor.biz | 619.398.2670<br />Tracking social media back to your website<br />More importantly …<br />Campaign tracking of your social media efforts allows you to counter the “Social media is a waste of time” arguments.<br />You can tell anyone in your organisation:<br />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. <br />Specific video “EPQ” received the most amount of visits, and that traffic spent the most amount of time on site.<br />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. <br />And if you’re not getting these positive results?<br />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!<br />

Exercise<br />Michele Hinojosa | @michelehinojosa
| mhinojosa@reddoor.biz | 619.398.2670<br />Use Google’s Campaign tracking:<br />http://bit.ly/CampaignTracker<br />Enter:<br />URL of your site<br />Source = Twitter<br />Medium = Social<br />Content = A “type” of post<br />Campaign = short description<br />Go to http://bit.ly/ andshorten your URL.<br />Put the shortened URL into yourbrowser and follow.<br />

Michele Hinojosa | @michelehinojosa |
mhinojosa@reddoor.biz | 619.398.2670<br />Conclusion<br />

The holistic picture<br />Twitter research
can uncover what a community is talking about, or what your competitors are doing.<br />Twitter analysis tools can tell you how you are doing within the Twitterverse.<br />Followers, retweets, mentions, engagement, etc.<br />Twitter campaign tracking can tell you about the traffic your Twitter links bring back to your site. <br />Visits, page views, content viewed, time on site, orders submitted, downloads etc. <br />Michele Hinojosa | @michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />

Contact me<br />Michele Hinojosa |
@michelehinojosa | mhinojosa@reddoor.biz | 619.398.2670<br />Michele Hinojosa<br />@michelehinojosa on Twitter<br />Director of Digital Analytics at Red Door Interactive <br />@reddoor on Twitter<br />mhinojosa@reddoor.biz<br />619.398.2670<br />http://www.michelehinojosa.com<br />http://www.reddoor.biz<br />