Ponencia de Lucas Walker: Herramienta de Monitorización
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Transcript of Ponencia de Lucas Walker: Herramienta de Monitorización
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
Según su origen… ORGANIZA
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
Según su origen… ORGANIZA
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
• Purchase a small ad buy
• Access to Twitter’s dashboard
• Key insights
o Follow / unfollow tracking
o Clicks
o Retweets
o Replies
• 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
Según su origen… ORGANIZA
Social Sharing
Tracking the social web
o Talking about this
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
o “Talking about this”
o Walled garden, mostly private
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
Según su origen… ORGANIZA
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
o High traffic and engagement
• Flickr
o Losing market share, still huge
• Twitter Pictures
o Twitter pics, Twitpic
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
