#blogherfood15: building your business: mining your data

MINING YOUR DATA

BUILDING YOUR BUSINESS SESSION // 11:00AM -12:15PM

MAYA BISINEER

SHEKNOWS MEDIA & THINKMAYA

@thinkmaya

ASHLEY CARUFEL

PBS FOOD

@carufela

KENDRA PIERSON

HEADBAND FOR TODAY

@spelken

WHY SHOULD BLOGGERS CARE ABOUT DATA?

• Understanding Blogosphere Trends

Kendra Pierson

@spelken

WHY SHOULD BLOGGERS CARE ABOUT DATA?

• Provide timely and relevant data for your posts

Kendra Pierson

@spelken

WHY SHOULD YOU CARE ABOUT YOUR DATA?

• Provide Metrics & Demographics • Page views, Subscribers, Followers,

Impressions• Affinity, In-Market Segments, Lifestyle,

Consumer Behavior • Measure and Determine Trends • Determine Strategy for Social Media Efforts• Follow Up on Campaigns/Reporting Results• PROVIDE A BENCHMARK FOR YOUR

GOALS

Kendra Pierson

@spelken

WHERE TO FIND IT ON SOCIAL MEDIA SITES?

How many unique page views, followers, likes, etc.• Google Analytics – http://www.google.com/analytics/• FaceBook –

https://www.facebook.com/(yourpagename)/insights/

• Twitter – https://analytics.twitter.com• Pinterest – https://analytics.pinterest.com/• YouTube – https://www.youtube.com/analytics• Instagram & Periscope currently don’t provide

internal metrics.

Kendra Pierson

@spelken

FACEBOOK ANALYTICS

Items to Track • Page Likes• Post Reach • Engagements • Likes, Comments & Shares• Post Clicks

Kendra Pierson

@spelken

EXPORTING FACEBOOK DATA

Kendra Pierson

@spelken

TWITTER ANALYTICS

Items to Track • Followers • Top Tweets• Tweet Impressions• Retweets • Engagements • Engagement Rate • Link Clicks

Kendra Pierson

@spelken

TWITTER ANALYTICS

Audience Demographics • Interest • Gender • Income• Consumer Buying Style• Occupation

Kendra Pierson

@spelken

PINTEREST ANALYTICS

Items to Track • Pins • Repins• Clicks• Average Daily Impressions• Average Monthly Viewers• Top Pin Impressions• Most Repinned Pins• Most Clicked Pins

Kendra Pierson

@spelken

PINTEREST ANALYTICS

Audience Demographics • Interest • Boards

Kendra Pierson

@spelken

ALL-IN-ONE TOOLS FOR MEASUREMENT

• SumAll – http://www.sumall.com• Hootsuite – http://www.hootsuite.com• Buffer – http://www.buffer.com• Cyfe – http://www.cyfe.com

Instagram Only • Union Metrics – http://www.unionmetrics.com• Picstats – http://www.picstats.com

Twitter only• Tweetreach – http://www.tweetreach.com

Kendra Pierson

@spelken

MEASURING AND DETERMINING TRENDS

Kendra Pierson

@spelken

GUIDING STRATEGY

Kendra Pierson

@spelken

Twitter vs Instagram – Where would you choose? 1468 Likes2 Retweets

FOLLOW UP AND REPORTING• Brands constantly are saying that they like working

with bloggers who deliver and provide added value. • Don’t just give the links but the metrics as well to

provide some context for the results that they can share.– This post on Instagram had 489 likes. My

engagement rate for it was 34%!– This tweet was retweeted 12 times and had

6,259 impressions. – This was pinned 25 times in past 7 days.

Kendra Pierson

@spelken

WHY DO YOU CARE?What goals are YOU personally trying to meet

Most people are thinking only along the lines of vanity goals – I want to have higher numbers for brand building…but vanity goals lead to other goals.

• Consumption – How many people viewed or downloaded with my content? These measure brand awareness and traffic.

• Sharing – How often are other people sharing my content? Sharing goals measure engagement.

• Lead Generation – Am I converting my viewers into fans, followers, subscribers? These measure growth.

• Sales Goals – Have I turned these into my customers? E-book sales, downloads, actual product sales.

Kendra Pierson

@spelken

SUMMARY

If it’s not tracked, it can’t be measured and if you’re not tracking it, you’re

guessing.

• You know your data better than anyone else. Own it!

• You should be able to explain why the data trends they way it should.

• Start small and measure changes.

Kendra Pierson

@spelken

WHAT DOES YOUR DATA MEAN?• Make data-based decisions

– Use data to inform your content strategy

– Use data to amplify the reach of your content@carufela

@PBSFood NOWWHAT?

MAKE DATA MANAGEABLEBRAND TRAFFIC

• YOUR Facebook page• YOUR Pinterest account• YOUR email newsletter

@carufela

@PBSFoodORGANIC TRAFFIC

• Jane Doe posts link on her Facebook/Pinterest/etc

• Jane Doe emails link to your blog to a friend

CAMPAIGN TAGGING• Overwrites data Google pulls in about traffic source• Set custom parameters to identify where someone

clicked on link• Very granular: 3-5 fields• SOURCE: Where does the link live?

– Ex. facebook, newsletter, sponsor site• MEDIUM: What type of platform?

– Ex. social, email, affiliate, ebook• CAMPAIGN: Which of your campaigns?

– Ex. halloween, cookbook, juliachild

@carufela

@PBSFood

CAMPAIGN TAGGING

@carufela

@PBSFood

TOOL: http://bit.ly/BHFCampaignTag

CAMPAIGN TAGGING

@carufela

@PBSFood

EX. 1: MAKE MINOR CHANGE FOR MAJOR GAIN

@carufela

@PBSFood

• Objective: Increase click-through rate

• Newsletter promotes:• 3 main content pieces• Recipes module• 5 individual recipes• Julia Child quote• Cookbook discount code

EX. 1: MAKE MINOR CHANGE FOR MAJOR GAIN

@carufela

@PBSFood

EX. 2: DETERMINE & GROW ROI

@carufela

@PBSFood

@carufela

@PBSFood

• RESULTS (28-day contest):• 151K impressions• Increased average

follower growth by 37%

• Increased average organic pinning by 13%

EX. 3: AMPLIFY SUCCESSFUL CONTENT

• What is performing well? What can I learn from it? How can I do it again (and better)?

@carufela

@PBSFood

EX. 3: AMPLIFY SUCCESSFUL CONTENT

@carufela

@PBSFood

EX. 3: AMPLIFY SUCCESSFUL CONTENT

@carufela

@PBSFood

• Became our third most repinned image ever after two weeks• 1.9K repins, 300+ likes

• Original pin generated 1.7K repins…over the course of four years

SUMMARY• Use campaign tagging to break down data• Make simple changes to increase traffic• Identify best converting content• Leverage existing content in new ways

@carufela

@PBSFood NOWWHAT?