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ANALYTICS–KNOWTHETRUESTORYOFYOURREACHANDENGAGEMENT
PresentedbyRobynScottofZephyrStrategy
&DaveRohrerofNorthSideMetrics
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WHOISDAVEROHRER?
• Oncewasawebdeveloper.• Hasspent~10yearsin-houseand~6yearsat
agencies• IhaveworkedonFortune500andFortune50
accounts• IhavehelpedmanystartupsgetstartedwithSEO
andPPC• EverycompanyIhaveworkedforhasbeenbought
orspunoff(yesreally).• Thatisaphotoofmyboss–heis3now.• CurrentlyownandrunaChicagobaseddigital
agency
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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
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FIVEQUESTIONQUIZ
• Wherearemybrewersandin-housepeople?Writers?Peoplethatsnuckinjusthopingforfreebeer?
• WhohasspenttoomuchtimeinYbororonChurchStreetovertheyears?Nowwhohasnoideawherethoseare?
• Whodoesitforthe(free)beer?Becauseitisyourjob?Becauseyoulovebeer?Someotherreason?
• Whousesa3rdpartyservice/toolforanalyticsand/ordatabeyondGoogleAnalytics?
• GreatestTampaBayBuccaneerRunningBackever?
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METRICS,SEXYMETRICS
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PLATFORMS
Twitter Facebook Pinterest LinkedIn
Instagram Email Reddit StumbleUpon
Website(SEO) Forums Snapchat Others
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METRICS
TweetImpressions Retweets Faves,err
Loves Lists Followers
LostFollowers
DirectMessages Mentions ProfileVisits Total
Engagements
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ACTIVITY
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METRICS
Posts Comments OrganicLikes PaidLikes
Unlikes PostReach PeopleEngaged Mentions
ActionsonPage
PageViews PageLikes
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ACTIVITY
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METRICS
Impressions Saves Clicks Likes
AVGDailyImpressions
AVGDailyViewers
AVGMonthlyViewers
AVGMonthlyEngaged
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ACTIVITY
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METRICS
ProfileViews Connections Messages PostLikes
PostViews AdImpressions AdClicks AdSocial
Actions
AdEngagements AdSpend AdCTR AdCPM
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ACTIVITY
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METRICS
Posts Followers Following Comments
Likes LikesPerPost
CommentsPerPost
NewFollowers
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ACTIVITY
NotMuchHere!
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METRICS
LinkData RankingData
TrafficData
ConversionData
PageViewData
ReferralData
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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/
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3RDPARTYTOOLS
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ACTIVITY
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ACTIVITY
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ACTIVITY
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ACTIVITY
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ACTIVITY
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ACTIVITY
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ACTIVITY
https://wordpress.org/plugins/social-metrics-tracker/screenshots/
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ACTIVITY
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ACTIVITY
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NOWWHAT?
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HIGHLEVELPROCESSFORMEASURINGCONTENT
URLInventory
AnalyticsData LinkData
SocialSignalData
RankingData
FallinLovewith
ExcelAnalyze
ProduceMore
Content
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1.INTERNALURLDATA
MostCMSallowforexportofallpages/posts
CMSExport
Gotoyourdomain.com/sitemap.xmltogetalistofallURLs
Ifyoudon’thaveasitemapIsuggestusingYoastSEOtohelpmakeone.
SitemapXML
Usea“crawler”tocrawlyoursitetoobtainalistofallURLs.
SiteCrawl
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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
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2.INTERNALANALYTICSDATA
Howmanypageviewscomefromeachsource?
Source=Social,Paid,Organic,Direct,Referral
PageViews
Howoftenisthispagealandingpagei.e.entrypoint?
LandingPages
Howmanyactionsweretakenonthesite?
Conversions
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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
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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
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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
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6.FALLINLOVEWITHEXCEL
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7.ANALYZE
Heybeer+data=FUN(justmoredataandnottoomuchbeer)orelseyouwillsuddenlyrealizeyournewcontentideasallrevolvearoundhorriblehorribleideas.
Right@hucksbeerbuzz?
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8.COMPETITIVEANALYSIS+CONTENTANALYSIS+GAPANALYSIS=PRODUCEMORECONTENT
SowhydidIjustgothroughthiswholeprocess?Withityoucandothefollowing:
- Trytounderstandwhatcontenttomakeforspecificsocialnetworks,keywordsandaudiences.
- Youcouldalsodothisonyourcompetitorsitestounderstandwhattheyareproducingandhowitmightbedoing.
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8.COMPETITIVEANALYSIS+CONTENTANALYSIS+GAPANALYSIS=DONE