Date post: | 17-Oct-2014 |
Category: |
Marketing |
View: | 1,319 times |
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@elisabethos
who we are
NEWS SOURCEFOR THE
SEARCH & DIGITAL
MARKETING
INDUSTRY
@ElisabethOs
BUT… STILL A SMALL TEAM
• 9 F/T editors & writers
• 5 P/T contributing editors
• 3 F/T marketing team
@MonicaWright @beebow @ElisabethOs
perceived vs. actual
competition
@SEengineLand
DIRECT VS. INDIRECT
Search
Engine
Land
MOZ
SEW
SEJ
@MarketingLand
A DIFFERENT UNIVERSE
Marketing
Land
DigiDay
AdAge
AdWeek
Clickz
The Next Web
Read Write Web
so many platforms…
so little time…
AUDIENCE & COMMUNITY
@ElisabethOs
ENGAGEMENT METRICS
•time spent onsite
•pages viewed per visit
•connects as a fan
•converts on other goals
@ElisabethOs
SOCIAL GROWTH
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Jan-2009 Jan-2010 Jan-2011 Jan-2012 Jan-2013
SearchEngineLand vs MarketingLand Social Reach
SearchEngineLand MarketingLand
so many tools…
so little time…
what tools
do we use?
QUANTCAST
QUANTCAST
QUANTCAST
QUANTCAST
content
opportunities
QUANTCAST
QUANTCAST
QUANTCAST
content
opportunities
QUANTCAST
SOCIALFLOW
SOCIALFLOW
SIMPLY MEASURED
SIMPLY MEASURED
SIMPLY MEASURED
SIMPLY MEASURED
SIMPLY MEASURED
All Account Avg. Lowest Account Leading AccountAll Account Avg. Lowest Account Leading Account
9,535Social Media Examiner
37ClickZ
3,80223k total engagement
175kSocial Media Examiner
8,424DIGIDAY:
77k460k total fans
7,668Social Media Examiner
105ClickZ
2,7982.7% PTAT as % of fans
183Marketing Land
78Advertising Age
116694 total posts
How does the leader compare?How does the leader compare?
Leader posts more often than average. Content is mostly statuses and links.
Leader has 15k (9.2%) more fans than the next best brand Social Media Today.
Leader sends about 6.3 posts per day and gets an average of 5.4 interactions per post.
Leader has a 46% share of PTAT compared to a 35% share for the second best brand Social Media Today.
Leader posts more often than average. Content is mostly statuses and links.
Leader has 15k (9.2%) more fans than the next best brand Social Media Today.
Leader sends about 6.3 posts per day and gets an average of 5.4 interactions per post.
Leader has a 46% share of PTAT compared to a 35% share for the second best brand Social Media Today.
Engagement
Page Fans
People Talking About This (PTAT)
Brand Posts
Engagement
Page Fans
People Talking About This (PTAT)
Brand Posts
Competitive LeaderboardCompetitive Leaderboard
SIMPLY MEASURED
9.5
K
8.8
K
3.3
K
99
7
79
37
5.6% 5.7%
3.8%
5.9%
1.0%
0.4%
0%
1%
2%
3%
4%
5%
6%
7%
0
2.0K
4.0K
6.0K
8.0K
10.0K
12.0K
Enga
gem
ent
as %
of
Fan
s
Tota
l En
gage
men
t
Fan Page Comparison: Total Engagement on Brand Posts
Total Engagement Engagement as % of Fans
42%
39%
15%
4%
Relative Share of Engagement
Social Media Ex… Social Media Today Advertising Age
Marketing Land DIGIDAY: ClickZ
Overview How do brands compare on the most important metrics?How do brands compare on the most important metrics?Overview
SIMPLY MEASURED
17
4.8
K
16
0.1
K
89
.7K
17
.4K
8.4
K
9.4
K
0.2%
0.3%0.3%
0.2%0.2%
0.1%
0.0%
0.1%
0.1%
0.2%
0.2%
0.3%
0.3%
0
20.0K
40.0K
60.0K
80.0K
100.0K
120.0K
140.0K
160.0K
180.0K
200.0K
Fan
Gro
wth
Tota
l Fan
s
Fan Page Comparison: Total Fans
Total Fans Fan Growth per Day
38%
35%
20%
4%
2%2%
Relative Share of Fans
Social Media Ex… Social Media Today Advertising Age
Marketing Land DIGIDAY: ClickZ
SIMPLY MEASURED
2.9
4.0
2.7
6.3
2.9
5.1
Social Media Ex…
Social Media Today
Advertising Age
Marketing Land
DIGIDAY:
ClickZ
Brand Posts Per Day
0
20
40
60
80
100
120
140
160
180
200
Bra
nd
Po
sts
Fan Page Comparison: Brand Posts
Status Link Photo Video Other
SIMPLY MEASURED
0
1.0K
2.0K
3.0K
4.0K
5.0K
6.0K
7.0K
8.0K
9.0K
Peo
ple
Tal
kin
g A
bo
ut
This
People Talking About This Over Time
Social Media Ex…
Social Media Today
Advertising Age
Marketing Land
DIGIDAY:
ClickZ
7,668
5,794
2,682
388
148
105
Social Media Ex…
Social Media Today
Advertising Age
Marketing Land
DIGIDAY:
ClickZ
People Talking About This
SIMPLY MEASURED
MOST ENGAGING POSTS FROM PEAKMOST ENGAGING POSTS FROM PEAK
From 9/25/13 by Social Media Examiner
Justin Timberlake Shows Us How Dumb We Sound When We Use Hashtags | gizmodo.com | Justin T…
1,406 interactions, 84% of brand total for the day
From 9/5/13 by Social Media Today
Sorry, Mr. Clark Kent, but you never should have said yes to your mom's friend request. | …
388 interactions, 50% of brand total for the day
From 9/26/13 by Social Media Today
Does your #customer's emotional journey look like this? Might be time to rethink your #bra…
974 interactions, 83% of brand total for the day
0
200
400
600
800
1.0K
1.2K
1.4K
1.6K
1.8K
2.0K
Fan
Inte
ract
ion
s (L
ikes
, Co
mm
ents
, Po
sts)
Fan Page Engagement Comparison Over Time on Brand Posts
Social Media Ex…
Social Media Today
Advertising Age
Marketing Land
DIGIDAY:
ClickZ
Engagement on Brand Posts What's driving engagement for different brands?What's driving engagement for different brands?Engagement on Brand Posts
SIMPLY MEASURED
Social Media Ex…
Social Media Today
Advertising Age
Marketing Land
DIGIDAY:
ClickZ
Engagement Details Comparison
Likes Comments User Posts Shares
62
51
31
4
1 0
31
4 4
0 0 0
22
21
8
1 0 0
0
10
20
30
40
50
60
70
Fan
Inte
ract
ion
s p
er P
ost
Average Response Per Brand Post
Likes per Post Comments per Post Shares per Post
SIMPLY MEASURED
GROWTH RATE PER DAYGROWTH RATE PER DAY
AVERAGE GROWTH RATE
0.20% 0.27%
All Brands
HIGHEST GROWTH RATE
Social Media Today
CHANGE IN FANS PER DAYCHANGE IN FANS PER DAY
AVERAGE CHANGE IN FANS
163 396
All Brands
MOST FANS GAINED
Social Media Today
-100
0
100
200
300
400
500
600
700
800
900
New
Pag
e Li
kes
New Page Likes Comparison Over Time
Social Media Ex…
Social Media Today
Advertising Age
Marketing Land
DIGIDAY:
ClickZ
8,948
11.5K
6,115
1,016
459
284
Social Media Ex…
Social Media Today
Advertising Age
Marketing Land
DIGIDAY:
ClickZ
Change in Fans
Community Health Details How does community engagement differ across brands?How does community engagement differ across brands?Community Health Details
SIMPLY MEASURED
BRAND RESPONSIVENESSBRAND RESPONSIVENESS
Social Media Examiner
56%
HIGHEST RESPONSE RATE
All Brands
11%
AVERAGE RESPONSE RATE
81
0 0
11
17
7
55.6%
0.0% 0.0%
9.1%
0.0% 0.0%
0%
10%
20%
30%
40%
50%
60%
0
10
20
30
40
50
60
70
80
90
% o
f U
ser
Po
sts
Rep
lied
To
Use
r W
all P
ost
s
User Wall Posts & Page Admin Replies
User Wall Posts % of User Posts Replied To
SIMPLY MEASURED
FEEDS & READERS
GOOGLE DOCS
• use spreadsheets to aggregate data from
multiple sources & tools for central data
repository
• document changes & house insight reports
• easy to share with virtual colleagues
• integrating with Google Analytics to create
custom dashboards
TAKEAWAYS
stay focused on just a few key competitors, but watch for rising stars
focus on current traffic producers, use competitive intelligence for growth
use tools that make sense for your business but limit to avoid information overload
connect
marketingland.com/connect
searchengineland.com/connect