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ANALYTICS – KNOW THE TRUE STORY OF YOUR REACH AND ENGAGEMENT Presented by Robyn Scott of Zephyr Strategy & Dave Rohrer of NorthSide Metrics
ANALYTICS–KNOWTHETRUESTORYOFYOURREACHANDENGAGEMENT
PresentedbyRobynScottofZephyrStrategy
&DaveRohrerofNorthSideMetrics
WHOISDAVEROHRER?
• Oncewasawebdeveloper.• Hasspent~10yearsin-houseand~6yearsat
agencies• IhaveworkedonFortune500andFortune50
accounts• IhavehelpedmanystartupsgetstartedwithSEO
andPPC• EverycompanyIhaveworkedforhasbeenbought
orspunoff(yesreally).• Thatisaphotoofmyboss–heis3now.• CurrentlyownandrunaChicagobaseddigital
agency
FINDMEONLINE
Websites:• PersonalSite:http://daverohrer.com• AgencySite:http://www.northsidemetrics.com
• BeerSite:http://www.brewerytourguy.com
Social:• LinkedIn:https://www.linkedin.com/in/daverohrer• PersonalTwitter:@daver• AgencyTwitter:@ns_metrics• BeerTwitter:@brewerytourguy
BBC16TwitterList:• https://twitter.com/brewerytourguy/lists/bbc16
FIVEQUESTIONQUIZ
• Wherearemybrewersandin-housepeople?Writers?Peoplethatsnuckinjusthopingforfreebeer?
• WhohasspenttoomuchtimeinYbororonChurchStreetovertheyears?Nowwhohasnoideawherethoseare?
• Whodoesitforthe(free)beer?Becauseitisyourjob?Becauseyoulovebeer?Someotherreason?
• Whousesa3rdpartyservice/toolforanalyticsand/ordatabeyondGoogleAnalytics?
• GreatestTampaBayBuccaneerRunningBackever?
METRICS,SEXYMETRICS
PLATFORMS
Twitter Facebook Pinterest LinkedIn
Instagram Email Reddit StumbleUpon
Website(SEO) Forums Snapchat Others
METRICS
TweetImpressions Retweets Faves,err
Loves Lists Followers
LostFollowers
DirectMessages Mentions ProfileVisits Total
Engagements
ACTIVITY
METRICS
Posts Comments OrganicLikes PaidLikes
Unlikes PostReach PeopleEngaged Mentions
ActionsonPage
PageViews PageLikes
ACTIVITY
METRICS
Impressions Saves Clicks Likes
AVGDailyImpressions
AVGDailyViewers
AVGMonthlyViewers
AVGMonthlyEngaged
ACTIVITY
METRICS
ProfileViews Connections Messages PostLikes
PostViews AdImpressions AdClicks AdSocial
Actions
AdEngagements AdSpend AdCTR AdCPM
ACTIVITY
METRICS
Posts Followers Following Comments
Likes LikesPerPost
CommentsPerPost
NewFollowers
ACTIVITY
NotMuchHere!
METRICS
LinkData RankingData
TrafficData
ConversionData
PageViewData
ReferralData
SOCIALMETRICRESOURCES
Formoreinformationandreading:
• https://www.socialfresh.com/the-future-of-social-media-marketing-stats/
• http://www.rioseo.com/measuring-your-content-marketing-efforts-with-rio-seo-social-analytics/
• http://www.slideshare.net/unmetric/the-social-media-habits-for-top-us-beer-brands/
• http://www.shiftcomm.com/blog/influencers-overpaid-data-driven-exploration-influencer-metrics/
3RDPARTYTOOLS
ACTIVITY
ACTIVITY
ACTIVITY
ACTIVITY
ACTIVITY
ACTIVITY
ACTIVITY
https://wordpress.org/plugins/social-metrics-tracker/screenshots/
ACTIVITY
ACTIVITY
NOWWHAT?
HIGHLEVELPROCESSFORMEASURINGCONTENT
URLInventory
AnalyticsData LinkData
SocialSignalData
RankingData
FallinLovewith
ExcelAnalyze
ProduceMore
Content
1.INTERNALURLDATA
MostCMSallowforexportofallpages/posts
CMSExport
Gotoyourdomain.com/sitemap.xmltogetalistofallURLs
Ifyoudon’thaveasitemapIsuggestusingYoastSEOtohelpmakeone.
SitemapXML
Usea“crawler”tocrawlyoursitetoobtainalistofallURLs.
SiteCrawl
1.CRAWLINGTOOLS
• http://bit.ly/xenu-signup• Free• Simplebuteffectiveforsmallersites• ExportsaCSVand/orareporttoaBrowser
Xenu
• http://bit.ly/sfrog-signup• Hasafreeversionwithlimitedfunctionalityforsitesupto500pages
• Paidversionisonly£99.00PerYear• Hasagreatexportandoverallabilitytodigintoasite.
ScreamingFrog
• http://bit.ly/deepc-signup• Startsat$80amonthfor100,000URLS
• Greatforsmalltomediumsitesbutreallynotcosteffectiveforlargersites(yet)
• Reallynicereportingability• Doesn’timpactyourcomputerlikeXenuorScreamingFrogcanasitisSaaS
Deepcrawl
2.INTERNALANALYTICSDATA
Howmanypageviewscomefromeachsource?
Source=Social,Paid,Organic,Direct,Referral
PageViews
Howoftenisthispagealandingpagei.e.entrypoint?
LandingPages
Howmanyactionsweretakenonthesite?
Conversions
3.LINKDATATOOLS
• http://bit.ly/ahrefs-signup• Greatsourceforlinkdata• Hasotherfeaturesthatmakeupforthesmallerlinkdataset(comparedtoMajestic)
Ahrefs
• http://bit.ly/majestic-signup• Greattoolanddatasource• Ibelievethemtohavethebiggestandbestdatasetforlinks
Majestic
• http://bit.ly/linkdetox-signup• Notcheapbuthasagreatselectionoflinkdatatools
• Theyusemultiplesourcesfordatasowhilenotanativedatabase,theylikelyhavethelargestcombineddataset
LinkResearchTools
4.SOCIALDATATOOLS
• http://bit.ly/sharedc-signup• GivesFacebook,LinkedIn,Twitter,PinterestandGoogle+data
• Getdatafor1000to10000URLsadayfree
• Cost:Freebutlimited
SharedCount
• http://bit.ly/crawly-signup• 500pagesaweekfree• GetsG+,Facebook,Pins,Stumblesandmoreforatotalforeachpage
• Youcancrawlanydomain
• Cost:Freebutlimited
Socialcrawlytics
• http://bit.ly/scrapebox-social• GetsFacebook,Google+1,Twitter,LinkedInandPinterestshares
• ExportsittoaniceCSV/Excel• CrawlsanylistofURLsyougiveit
• Cost:Onetime$97fee
Scrapebox
5.RANKINGDATATOOLS
• http://bit.ly/alabs-signup• 1000Keywordsand100Domains• Local&MobileTracking• DailyUpdates
• Cost:$99amonthandup
AuthorityLabs
• http://bit.ly/serush-signup• Dataissometimesweeksormonthsold
• Nocontrolonupdatingkeywords• 3000reportsperdaywithupto10,000keywordsperreportatatime
• Cost:$69.95amonthandup
SEMRUSH
• http://bit.ly/ranker-plugin• Trackunlimitedkeywords*andsites
• ExportsittoaniceCSV/Excel• ProxySupport
• Cost:Onetime$97fee+Proxies+$20Onetime$20Pluginfee
Scrapebox
6.FALLINLOVEWITHEXCEL
7.ANALYZE
Heybeer+data=FUN(justmoredataandnottoomuchbeer)orelseyouwillsuddenlyrealizeyournewcontentideasallrevolvearoundhorriblehorribleideas.
Right@hucksbeerbuzz?
8.COMPETITIVEANALYSIS+CONTENTANALYSIS+GAPANALYSIS=PRODUCEMORECONTENT
SowhydidIjustgothroughthiswholeprocess?Withityoucandothefollowing:
- Trytounderstandwhatcontenttomakeforspecificsocialnetworks,keywordsandaudiences.
- Youcouldalsodothisonyourcompetitorsitestounderstandwhattheyareproducingandhowitmightbedoing.
8.COMPETITIVEANALYSIS+CONTENTANALYSIS+GAPANALYSIS=DONE
