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ANALYTICS – KNOW THE TRUE STORY OF YOUR REACH AND ENGAGEMENT
Presented by Robyn Scott of Zephyr Strategy & Dave Rohrer of NorthSide Metrics
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WHO IS DAVE ROHRER?• Once was a web developer.• Has spent ~10 years in-house and ~6
years at agencies• I have worked on Fortune 500 and
Fortune 50 accounts• I have helped many startups get started
with SEO and PPC• Every company I have worked for has
been bought or spun off (yes really).• That is a photo of my boss – he is 3 now.• Currently own and run a Chicago based
digital agency
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FIND ME ONLINE
Websites:• Personal Site: http://daverohrer.com• Agency Site:
http://www.northsidemetrics.com• Beer Site: http://www.brewerytourguy.com
Social:• LinkedIn:
https://www.linkedin.com/in/daverohrer• Personal Twitter: @daver• Agency Twitter: @ns_metrics• Beer Twitter: @brewerytourguy
BBC16 Twitter List:• https://twitter.com/brewerytourguy/lists/bbc16
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FIVE QUESTION QUIZ• Where are my brewers and in-house people? Writers? People that
snuck in just hoping for free beer?• Who has spent too much time in Ybor or on Church Street over
the years? Now who has no idea where those are? • Who does it for the (free) beer? Because it is your job? Because
you love beer? Some other reason?• Who uses a 3rd party service/tool for analytics and/or data beyond
Google Analytics?• Greatest Tampa Bay Buccaneer Running Back ever?
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METRICS, SEXY METRICS
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PLATFORMS
Twitter Facebook Pinterest LinkedIn
Instagram Email Reddit StumbleUpon
Website (SEO) Forums Snapchat Others
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METRICS
Tweet Impression
sRetweets Faves, err
Loves Lists Followers
Lost Followers
Direct Messages Mentions Profile
VisitsTotal
Engagements
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ACTIVITY
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METRICS
Posts Comments
Organic Likes
Paid Likes
Unlikes Post Reach
People Engaged Mentions
Actions on Page
Page Views
Page Likes
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ACTIVITY
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METRICS
Impressions Saves Clicks Likes
AVG Daily Impression
sAVG Daily Viewers
AVG Monthly Viewers
AVG Monthly Engaged
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ACTIVITY
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METRICS
Profile Views
Connections Messages Post Likes
Post ViewsAd
Impressions
Ad Clicks Ad Social Actions
Ad Engageme
ntsAd Spend Ad CTR Ad CPM
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ACTIVITY
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METRICS
Posts Followers
Following
Comments
Likes Likes Per Post
Comments Per Post
New Follower
s
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ACTIVITY
Not Much Here!
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METRICS
Link Data
Ranking Data
Traffic Data
Conversion Data
Page View Data
Referral Data
SEO
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SOCIAL METRIC RESOURCES For more information and reading:• https://www.socialfresh.com/the-future-of-social-media-marketing-s
tats/• 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-e
xploration-influencer-metrics/
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3RD PARTY TOOLS
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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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NOW WHAT?
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HIGH LEVEL PROCESS FOR MEASURING CONTENT
URL Invento
ry
Analytics Data
Link Data
Social Signal Data
Ranking Data
Fall in Love with Excel
Analyze
Produce More Content
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1. INTERNAL URL DATA
Most CMS allow for export of all pages/posts
CMS ExportGo to your domain.com/sitemap.xml to get a list of all URLsIf you don’t have a sitemap I suggest using YoastSEO to help make one.
Sitemap XMLUse a “crawler” to crawl your site to obtain a list of all URLs.
Site Crawl
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1. CRAWLING TOOLS
• http://bit.ly/xenu-signup• Free• Simple but effective for smaller sites
• Exports a CSV and/or a report to a Browser
Xenu
• http://bit.ly/sfrog-signup • Has a free version with limited functionality for sites up to 500 pages
• Paid version is only £99.00 Per Year
• Has a great export and overall ability to dig into a site.
Screaming Frog
• http://bit.ly/deepc-signup • Starts at $80 a month for 100,000 URLS
• Great for small to medium sites but really not cost effective for larger sites (yet)
• Really nice reporting ability• Doesn’t impact your computer like Xenu or Screaming Frog can as it is SaaS
Deepcrawl
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2. INTERNAL ANALYTICS DATA
How many page views come from each source?Source = Social, Paid, Organic, Direct, Referral
Page Views
How often is this page a landing page i.e. entry point?
Landing Pages
How many actions were taken on the site?
Conversions
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3. LINK DATA TOOLS
• http://bit.ly/ahrefs-signup• Great source for link data• Has other features that
make up for the smaller link data set (compared to Majestic)
Ahrefs
• http://bit.ly/majestic-signup• Great tool and data source• I believe them to have the
biggest and best data set for links
Majestic
• http://bit.ly/linkdetox-signup
• Not cheap but has a great selection of link data tools
• They use multiple sources for data so while not a native database, they likely have the largest combined data set
Link Research Tools
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4. SOCIAL DATA TOOLS
• http://bit.ly/sharedc-signup • Gives Facebook, LinkedIn, Twitter, Pinterest and Google + data
• Get data for 1000 to 10000 URLs a day free
• Cost: Free but limited
SharedCount
• http://bit.ly/crawly-signup • 500 pages a week free• Gets G+, Facebook, Pins, Stumbles and more for a total for each page
• You can crawl any domain
• Cost: Free but limited
Socialcrawlytics
• http://bit.ly/scrapebox-social• Gets Facebook, Google +1, Twitter, LinkedIn and Pinterest shares
• Exports it to a nice CSV/Excel• Crawls any list of URLs you give it
• Cost: One time $97 fee
Scrapebox
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5. RANKING DATA TOOLS
• http://bit.ly/alabs-signup• 1000 Keywords and 100
Domains• Local & Mobile Tracking• Daily Updates
• Cost: $99 a month and up
Authority Labs
• http://bit.ly/serush-signup • Data is sometimes weeks
or months old• No control on updating
keywords• 3000 reports per day with
up to 10,000 keywords per report at a time
• Cost: $69.95 a month and upSEMRUSH
• http://bit.ly/ranker-plugin• Track unlimited keywords*
and sites• Exports it to a nice
CSV/Excel• Proxy Support
• Cost: One time $97 fee + Proxies + $20 One time $20 Plugin feeScrapebox
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6. FALL IN LOVE WITH EXCEL
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7. ANALYZE Hey beer + data = FUN
(just more data and not too much beer) or else you will suddenly realize your new content ideas all revolve around horrible horrible ideas.
Right @hucksbeerbuzz?
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8. COMPETITIVE ANALYSIS + CONTENT ANALYSIS + GAP ANALYSIS = PRODUCE MORE CONTENTSo why did I just go through this whole process? With it you can do the following:- Try to understand what
content to make for specific social networks, keywords and audiences.
- You could also do this on your competitor sites to understand what they are producing and how it might be doing.
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8. COMPETITIVE ANALYSIS + CONTENT ANALYSIS + GAP ANALYSIS = DONE