ORGANIZA

ORGANIZA

What Gets Measured Gets Done

Lucas Walker

A look at Social Media and Web analytic tools

Contents

• The importance of measuring

• Back to basics

• Subscribers

• Shares

• Content views

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Importance of Measuring

Benchmarking

• Sets the standard of where you are

• Basis of goals

• Typical stats:

o Likes/follows

o Media views

o Subscribers

Types of measurement

• Subscribers o Have made an effort to receive your content

• Followed, liked, subscribed

• Shares o Sharing content with their network

• Fowarding an email, retweeting, sharing

• Content Views

o Number of views you have

• Website, picture, video, blog post

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Back to Basics

Stats 101

• Get comfortable with Excel

• Statistics

oWatch some videos from the Khan Academy

o Sampling

o Standard deviation

o Linear regression

Subscribers

• Facebook page likes

• Twitter, Google+ followers

• RSS subscribers

• Mailing lists

Twitter

• Purchase a small ad buy

• Access to Twitter’s dashboard

• Key insights

o Follow / unfollow tracking

o Clicks

o Retweets

o Replies

Facebook

• Track likes and hidden from timeline

• Reactions to posts

• Demographics

o Age, gender

• Referrals

o How people came to your page

• Views vs. unique visitors

RSS and Email Lists

• Feedburner

o Keep track of subscribers

o Easy to use

• MailChimp

o Newsletter creation and management

o Stylish, fun UI

o Easy management

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Social Sharing

Tracking the social web

• Facebook

o Talking about this

• Twitter

o Basic search, Tweetdeck, Hootsuite

• Premium tools

o Allow you to see all social media in one place

o Keep track over time

o Advanced analytics

Facebook and Twitter

• Facebook

o “Talking about this”

o Walled garden, mostly private

• Twitter

o Simple searching

o Setting up columns in Tweetdeck/Hootsuite

Facebook Insights

Twitter Insights

Tweetdeck

Sysomos

• MAP

o Ad-hoc research

o Unlimited searches, unlimited results

o Full analytic suite

• Heartbeat

o Ongoing monitoring

o Workflow and micro CRM

o Full analytic suite

EPC 2012 Analysis

• Content will be added in closer to the conference

• Influencers

• Wordcloud

• Demographics

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Content Views

What viewing trends are there?

• Going viral

• Viewing your internal content

oWebsite, corporate blog, forums

• Video views

• Image views

• Google Analytics

Video Dashboards

• YouTube

o Track comments, views, lots of traffic

o Lots of amateur content

• Vimeo

o More professional setting

o Full analytic suite

o Less traffic

Photo Sharing

• Facebook

o High traffic and engagement

• Flickr

o Losing market share, still huge

• Twitter Pictures

o Twitter pics, Twitpic

• Instagram

o Create a following, share photos

Google Analytics

• Leader in website analytics

• Provides you with key information

o Demographics

o Referrals

o Time spent on your page

o Bounce rate

Google Analytics

• Screenshots of Google Analytics

lwalker@sysomos.com

@walkerlucas

ca.linkedin.com/in/walkerlucas

Thank You!

Questions?

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