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Brandwatch Masterclass: Metrics That Matter

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NY Masterclass Session, May 8
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Metrics That Matter Brian Stump brianst@brandwatch.com | Tel: 347 834 9708 May 2014
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Page 1: Brandwatch Masterclass: Metrics That Matter

Metrics That Matter

Brian Stump [email protected] | Tel: 347 834 9708

May 2014

Page 2: Brandwatch Masterclass: Metrics That Matter

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Agenda

© 2014 Brandwatch | www.brandwatch.com

– Our Metrics– Cutting through the noise– Telling a story

Page 3: Brandwatch Masterclass: Metrics That Matter

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Metrics

© 2014 Brandwatch | www.brandwatch.com

Page 4: Brandwatch Masterclass: Metrics That Matter

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Metrics• Impact Score• Twitter Metrics• Page Type• Site Visitor Metrics• MozRank• Backlinks• Net Sentiment• People Talking About This

© 2014 Brandwatch | www.brandwatch.com

Page 5: Brandwatch Masterclass: Metrics That Matter

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Metrics• Impact Score

– Score given to mentions, authors, and sites that reflect how much it has been seen and shared.

– Comprised of 2 factors:• How much potential a mention has to be seen• How much a mention has been viewed, shared, or retweeted.

– The Impact metric is still in beta, and, as such, we would love your feedback!

• Twitter Metrics• Page Type• Site Visitor Metrics• MozRank• Backlinks• Net Sentiment• People Talking About This

© 2014 Brandwatch | www.brandwatch.com

Page 6: Brandwatch Masterclass: Metrics That Matter

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Metrics• Impact Score• Twitter Metrics

– Retweets– Reach Score– Tweets– Following– Followers– Influence– Impressions– Outreach– User Role– Verification– Account Type– Gender– Profession– Interest– Author Location

• Page Type• Site Visitor Metrics• MozRank• Backlinks• Net Sentiment• People Talking About This© 2014 Brandwatch | www.brandwatch.com

Page 7: Brandwatch Masterclass: Metrics That Matter

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Metrics• Impact Score• Twitter Metrics

– Retweets

– Reach Score• The sum of the influence of the author and all tweeters who have retweeted the tweet.

– Tweets– Following– Followers

– Influence• A normalized score based upon the amount that others interact with an author or their content.

(Kred)– Impressions

– Outreach• Level based metric based upon the amount a user RTs, @reply, or follows other users. (Kred)

– User Role– Verification– Account Type– Gender– Profession– Interest– Author Location

• Page Type• Site Visitor Metrics• MozRank• Backlinks• Net Sentiment• People Talking About This© 2014 Brandwatch | www.brandwatch.com

Page 8: Brandwatch Masterclass: Metrics That Matter

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Metrics• Impact Score• Twitter Metrics• Page Type

– News– Blog– Forum– Video– Twitter– General– Review– Image– Facebook

• Site Visitor Metrics• MozRank• Backlinks• Net Sentiment• People Talking About This

© 2014 Brandwatch | www.brandwatch.com

Page 9: Brandwatch Masterclass: Metrics That Matter

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Metrics• Impact Score• Twitter Metrics• Page Type• Site Visitor Metrics (Provided by Google Display Planner)

– Visitors/Month– Avg. Visits– Avg. Pages– Avg. Time (min)– % Male– % Female

• MozRank• Backlinks• Net Sentiment• People Talking About This

© 2014 Brandwatch | www.brandwatch.com

Page 10: Brandwatch Masterclass: Metrics That Matter

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Metrics• Impact Score• Twitter Metrics• Page Type• Site Visitor Metrics• MozRank (Provided by SEOmoz)

– Reflects the importance of a web page.– Pages increase the MozRank by the number and quality of other pages that link to them.

• Backlinks (Provided by SEOmoz)– The number of external links pointing to a website.– This can be a good indicator of the quality of the website.

• Net Sentiment• People Talking About This

© 2014 Brandwatch | www.brandwatch.com

Page 11: Brandwatch Masterclass: Metrics That Matter

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Metrics• Impact Score• Twitter Metrics• Page Type• Site Visitor Metrics• MozRank• Backlinks• Net Sentiment• People Talking About This

© 2014 Brandwatch | www.brandwatch.com

6 mentions / 3 are neutral / 2 are positive / 1 is negative

difference = positive - negative ( or 2 – 1) = 1sum = positive + negative ( or 2 + 1) = 3net sentiment = (difference / sum) * 5 = ( or (1 / 3) * 5) = 1.666… = 1.7

Example:

Page 12: Brandwatch Masterclass: Metrics That Matter

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Metrics• Impact Score• Twitter Metrics• Page Type• Site Visitor Metrics• MozRank• Backlinks• Net Sentiment• People Talking About This (Provided by Facebook)

– The number of unique users who have created a “story” about a page in a seven day period.

© 2014 Brandwatch | www.brandwatch.com

Page 13: Brandwatch Masterclass: Metrics That Matter

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Cutting Through the Noise

© 2014 Brandwatch | www.brandwatch.com

Page 14: Brandwatch Masterclass: Metrics That Matter

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Telling a Story

© 2014 Brandwatch | www.brandwatch.com


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