mechanics of measurement
TRANSCRIPT
Mechanics of Measurement
Social Media MasterclassZ Space, San Francisco
April 18, 2011
@devonvsmithimage by Melissa Witcher
Agenda
Google Analytics 15 min
Facebook Insights 10 min
Twitter tracking 5 min
Blog tracking 5 min
Other platforms 5 min
Q&A 15 min
Strategy 5 min
Web Reporting v Web Analysis
Yes it has pretty pictures, but what do I do?
image via Avinash Kaushik
Web Reporting v Web Analysis
image via Avinash Kaushik
Web Reporting v Web Analysis
image via Avinash Kaushik
Specific problem you’re trying to
address
Web Reporting v Web Analysis
image via Avinash Kaushik
Specific problem you’re trying to
address
Big picture trend over time
Web Reporting v Web Analysis
image via Avinash Kaushik
Specific problem you’re trying to
address
Big picture trend over time
ROI
Web Reporting v Web Analysis
image via Avinash Kaushik
Specific problem you’re trying to
address
Big picture trend over time
ROI
Explain the data in words
Web Reporting v Web Analysis
image via Avinash Kaushik
Specific problem you’re trying to
address
Big picture trend over time
ROI
Explain the data in words
Tell me what to do now that
I know this
Return on Investment
Do you measure the
ROI of...
Return on Investment
Do you measure the
ROI of...
posters displayed in different
neighborhoods
a customer’s
lifetime value
newspaper advertising
in-kind sponsorships
concessions or merchandise
by item
subscription campaigns (by hour)
press release
email (by word count)
Return on Investment
Do you measure the
ROI of...
number of staff at your box office
docents greeting your
visitors
annual gala (including staff time)
post show discussions
staying open for 1 additional hour
benefits offered to your staff
co-productions (including staff time)
posters displayed in different
neighborhoods
a customer’s
lifetime value
newspaper advertising
in-kind sponsorships
concessions or merchandise
by item
subscription campaigns (by hour)
press release
email (by word count)
what you measure ma-ers
problem. goal. tac4c. metric.
li-le steps along a path to a big goal
think about micro conversions
h-p://bit.ly/100ways
but there’s no secret formula
what you measure ma-ers
what you measure ma-ers
problem. goal. tac4c. metric.
li-le steps along a path to a big goal
think about micro conversions
h-p://bit.ly/100ways
but there’s no secret formula
what you measure ma-ers
I begin with:1. Who are these people?2. How did they get here?3. What do they want?4. Did they get it?5. If not, why not?
So what do you measure?
I begin with:1. Who are these people?2. How did they get here?3. What do they want?4. Did they get it?5. If not, why not?
So what do you measure?
Do I have a problem to solve?Is there an opportunity?Can I test a hypothesis?Can I compare x to y
Then I think about:
A/B testingSmall experiments
Competitor benchmarks
What if nobody cares about what I’m measuring?
A/B testingSmall experiments
Competitor benchmarks
What if nobody cares about what I’m measuring?
Customer surveyWatch what others do
What if I can’t directly measure?
let’s get our hands dirty
benrobertsabq
Google Analytics
DriesBultynck
Google Analytics
Referrals
Referrals
Diversity is a good thing
Referrals
Diversity is a good thing
Look at the differences (value) between sources
Referrals
Diversity is a good thing
Combine like sources into 1
segment
Look at the differences (value) between sources
Keyword Referral
Keyword Referral
What are people interested in?
Keyword Referral
What are people interested in?
Google AdWords?
Keyword Referral
What are people interested in?
Google AdWords?
Site Search
What are people looking for? Why do they have to search for it?
Visitors
Visitors
Do they want/need to visit your site multiple times?
Visitors
How often are visitors checking for
new content?
Do they want/need to visit your site multiple times?
Content Analysis
Is it worth it for me to expand these sections?
Site Overlay
What do you want people to do on this page?Did they do it?
Landing Pages
Are there pages you can “fix”?
Annotations
Mark actions you take that might impact web traffic
Segments
digital advertising
Segments
digital advertising geography
Filters
your staff your blog
Event based goals
Why are people dropping out of your conversion funnel?
Traffic spikes
Custom Alerts
http://www.slideshare.net/blackbaud/web-reporting-google-analytics-and-the-raisers-edge-chris-geady-20100520
Combine metrics for valuable insights
Facebook Insights
Edgerank
1.Few friends? You won’t show up.2.Status updates without likes? You won’t show up. 3.Photos & Videos > Links > Text4.Even the Most Recent News feed has an algorithm 5.Stalking your friends won’t get you noticed 6.Having friends who stalk you will get you noticed 7.More to the algorithm than just this
participate in a news feed experiment at http://www.devonvsmith.com/
Who are these people?
How closely does this match my audience?
Would it be useful to translate?
How likely is it they are ticket buyers?
How could I use this to tailor advertising?
0 User profile0 Stream0 Like Box0 Suggestions0 Like Button0 Ads
How did they get here?
Like website referral sources, diversity is good
0 User profile0 Stream0 Like Box0 Suggestions0 Like Button0 Ads
How did they get here?
Like website referral sources, diversity is good
What’s missing can be as important as what’s here
0 User profile0 Stream0 Like Box0 Suggestions0 Like Button0 Ads
How did they get here?
Like website referral sources, diversity is good
What’s missing can be as important as what’s here
Keep in mind the state of mind of people arriving at your page
What do they want?
Seems like people are interested in
discussing
What do they want?
Seems like people are interested in
discussing
Try varying this, and keeping track of differences
Did they get it?
What happened last month?
What happened this month?
Did they get it?
What happened last month?
What happened this month?
Look for systematic or one time spikes & dips
Did they get it?
What happened last month?
What happened this month?
Look for systematic or one time spikes & dips
This of this ratio as an engagement metric
If not, why not?
1.Identify a problem/possibility2.Form a hypothesis3.Predict what you think will happen4.Experiment5.Measure your actions & results6.Implement your findings
this is where the magic happens
(Free) Facebook Research
this is where the magic happens
(Free) Facebook Research
having a larger page can increase advertising
effectiveness
Facebook Advertising
Responder Demographics
*Facebook sent 38% of traffic to the website
Facebook Advertising
Responder Demographics
*Facebook sent 38% of traffic to the website
Facebook Advertising
Responder Demographics
*Facebook sent 38% of traffic to the website
Look for spikes
Look for spikes
Look for outliers
Look for spikes
Look for outliers
Look for influencers
Look for spikes
Look for outliers
Look for engagement
Look for influencers
RSS hack
RSS hack
Google Reader
RSS hack
Be cautious of outliers as trends, but do experiment with timing
Twitter lists & Klout
Keep track of audience segments
What people expect you to tweet about
Twitter lists & Klout
Keep track of audience segments
What people expect you to tweet about
Twitter lists & Klout
Keep track of audience segments
What people expect you to tweet about
Track click thru rates on Twitter
WP-Stats Plugin
WP-Stats Plugin
Who
WP-Stats Plugin
How
Who
WP-Stats Plugin
How
Why
Who
WP-Stats Plugin
How
Why
Who
What
WP-Stats Plugin
How
Why
Who
What
When
When you have only a few blog subscribers, easy to keep track of who EXACTLY they are
OpenSiteExplorer.org
OpenSiteExplorer.org
Where:
OpenSiteExplorer.org
Where:
Why:
OpenSiteExplorer.org
Where:
Why:
What:
Competitive Benchmarking
Spy on those who do have time to measure & optimize
Who are these people
Who are these people
What are they interested in
Who are these people
What are they interested in
How much are they interested?
Other Social Networks
flowtown.com
this video is popular off of YouTube
1/2 viewers are browsing1/2 viewers are searching
Gives you some measure of impressions
Gives you some measure of impressions
How similar are these demographics to your audience?
Look for systematic & one time spikes & dips
Look for systematic & one time spikes & dips
Interpreting who’s interested
Measure of interest?
add1sun
Data dumpAggregate dataOne time dataOld data
Less Useful
More UsefulAsking a question of your dataMaking decisions with your dataTrends over timeComparative data
Q&A
http://www.devonvsmith.com/2010/07/a-social-media-measurement-plan/