INTERACTIVE STRATEGY- 55, AV. MONT-ROYAL W., SUITE 999, MONTRÉAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM

CASE STUDY

MEASURING SUCCESS: SMO

Augustin VazquezLevi

@oggy

CASE STUDY

> Client description

> Client’s immediate Goals

> Potential danger to brand

> Measuring Short Term Success

> Final Suggestions and Conclusions

INTERACTIVE STRATEGY– NVISOLUTIONS.COM

CLIENT DESCRIPTION

> Vertical: Major Men’s Magazine Website, a “Cosmo for guys”

> Traffic: Receives over 10 Million monthly visits.

> Target is Males aged 18-35 …

Data based on 44 Articles in a 6 month period.

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CLIENT DESCRIPTION

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SHORT TERM SUCCESS DEFINED

> Revenue from display ads (CPM). Increase Page Views and Visits

> Generating quick and natural backlinks to affect SE Rankings

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QUICK & IMMEDIATE TRAFFIC

Multi Page Articles = 3 X more Average page views per visit

Multi-page articles containing 2, 3, 4 or 11 pages.

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THE SOCIAL MOB

Negative Comments on longer Multi-page articles became very aggressive.

“Someone copy/pasted a 5 page article as a comment. 400 people up-voted this comment and left replies.”

Was this detrimental to short term goals?

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QUICK & IMMEDIATE TRAFFIC

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SOCIAL TRAFFIC VS ALL TRAFFIC

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> All Traffic had an average 37% drop after first few pages, while Socially referred traffic had a less severe average dropout ratio of 22%. (Surprising!)

LONG TERM SUCCESS THREATENED?

> Recruitment of new readers(Repeat Visits were still higher than average traffic)

> Brand perception and promotion of Site: seen as a drop of natural submissions on social platforms & more effort required to push)

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CALMING THE MOB

> Finding a reasonable article length without compromising Page Views.

Best ratio seemed to be around 3-4 pages for a top 10 Article.

> Introduce existing fans to social media sites.

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BE CREATIVE WITH YOUR METRICS

“SOCIAL METRICS” LIKE ANY OTHER METRIC IS USELESS WITHOUT SEGMENTATION.

SOME SEGMENTING IDEAS:

> Vertical of the article: Sports, Finance, Science, Entertainment, etc. Benchmark with each other.

> If pushed on a a particular platform, try segmenting by submitter

> Effects on different Platforms

> ETC.

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