boot camp power point post rank
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Social Media MeasurementPost Rank Filters Your Blogs.TRANSCRIPT
Presented By: Carol Leaman, CEOAiderss / postrank
SOCIAL MEDIA BOOT CAMP
“Measure Your Success”
Agenda1.Brief History of AideRSS/PostRank2.Changing Landscape & Emerging
Themes3.PostRank: Measuring Audience
Engagement4.Demo5.Questions
• Founded 2 years ago in Waterloo, Ont.• Launched first service in July 2007 to deal
with information overload using audience engagement as a measure of “value”
• 11 employees• > 50,000 users; almost 2B PostRanks
served• Venture funded
Today you can use PostRank to.......
• Discover the best content on the web• Find and follow topic area experts and
influencers• Share your reading lists and your own
influence• Measure your reach/success as a publisher
• Mass content creation; more than 150M blogs of widely varying quality and credibility
• Ubiquitous distribution of content killing traditional (dead-tree) media
• Proliferation of the social web (networks, applications)
• Advertisers & publishers unsure of how & where to best reach audience and measure results
Changing Landscape
• Finding information is shifting from search engines to social applications – Twitter disrupting email; Adage getting more traffic from Facebook than Google; LinkedIn
• Individual publishers/authors are wielding influence once held by accredited journalists
• Social media universe is powerful but still not well understood
Emerging Trends
SEO – search engine optimization• Structure & best practices (microformats, etc)• Good keywords• Good hosting Individual publishers/authors areSEM – search engine marketing• Paid placement (adwords)• Contextual advertising• Niche & targeted search
SM & Marketing
SMM – social media marketing• Completely new playing field• New tools, new strategies & lots of confusion• Old tools perform poorly (anchor text, etc)Benefits:• Viral media gives you the ability to brand• Viral media helps rankings through links• Viral media means that you are growing
your fan base.
SM & Marketing
• Conversations about measuring and making sense of social media have reached a crescendo
• Is it just another a channel? Should behaviour change? What’s the ROI?
• We believe dynamics are different, and understanding them and figuring out how to apply them are critical to success
Social Media Measurement
1. Online Publications2. Bloggers3. Ad Agencies / PR Firms4. Advertisers/Corporations
Critical to Whose Success?
The PostRank Process
Engagement Sources
The 5 C’s of Engagement
Creating Critiquing Chatting Collecting Clicking
PostRank Stats
• Tracking ~1 million unique, user-submitted feeds
• Indexing over 2 million stories a day• Calculating over 13,000 PR per minute• Using 200 servers at EC2 for data
collection and archiving
So Why is Tracking Social Engagement Important?
Two amazing realities:
1. Over 80% of story engagement happens off of the publishers property!
2. The half-life of a story today is 50 minutes (56% in the first day)!
Here’s How it Looks
Social Media, kthnx SEO (aka Google)
Our Data Proves.....
“If you are not leveraging social media, then you are missing 50% of your traffic”
• SEO is still very important: driving traffic from the tail
• SMM is a new power tool: builds community, grows influence, but it’s also very fickle.
Velocity is Key
# 1 metric in SMM: Velocity
• Number of votes, Diggs, etc. correlated with time since the story was posted
• In fact time matters for most social services/applications
• Lots of networks….how do you know where to spend your time as a publisher?
PostRank Engagement Analytics
Providing:• Real-time data about audience
engagement as it’s happening• Historical engagement
trends/analytics• Benchmarking against others (i.e.
compete.com for SMM)
PostRank Engagement Analytics
PostRank Engagement Analytics
1.Overall engagement trends for the site“How am I doing?”
2.Drill down to per-story engagement graphs + detailsHow did it do? Why?”
3.Individual metrics per story, and their distribution by day“Where did it get pickup? Can I do it again?“
4.Daily / Weekly / Monthly reports
PostRank Demo &
Questions