ANALYTICS–KNOWTHETRUESTORYOFYOURREACHANDENGAGEMENT

PresentedbyRobynScottofZephyrStrategy

&DaveRohrerofNorthSideMetrics

WHOISDAVEROHRER?

•  Oncewasawebdeveloper.•  Hasspent~10yearsin-houseand~6yearsat

agencies•  IhaveworkedonFortune500andFortune50

accounts•  IhavehelpedmanystartupsgetstartedwithSEO

andPPC•  EverycompanyIhaveworkedforhasbeenbought

orspunoff(yesreally).•  Thatisaphotoofmyboss–heis3now.•  CurrentlyownandrunaChicagobaseddigital

agency

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

FIVEQUESTIONQUIZ

•  Wherearemybrewersandin-housepeople?Writers?Peoplethatsnuckinjusthopingforfreebeer?

•  WhohasspenttoomuchtimeinYbororonChurchStreetovertheyears?Nowwhohasnoideawherethoseare?

•  Whodoesitforthe(free)beer?Becauseitisyourjob?Becauseyoulovebeer?Someotherreason?

•  Whousesa3rdpartyservice/toolforanalyticsand/ordatabeyondGoogleAnalytics?

•  GreatestTampaBayBuccaneerRunningBackever?

METRICS,SEXYMETRICS

PLATFORMS

Twitter Facebook Pinterest LinkedIn

Instagram Email Reddit StumbleUpon

Website(SEO) Forums Snapchat Others

METRICS

TweetImpressions Retweets Faves,err

Loves Lists Followers

LostFollowers

DirectMessages Mentions ProfileVisits Total

Engagements

ACTIVITY

METRICS

Posts Comments OrganicLikes PaidLikes

Unlikes PostReach PeopleEngaged Mentions

ActionsonPage

PageViews PageLikes

ACTIVITY

METRICS

Impressions Saves Clicks Likes

AVGDailyImpressions

AVGDailyViewers

AVGMonthlyViewers

AVGMonthlyEngaged

ACTIVITY

METRICS

ProfileViews Connections Messages PostLikes

PostViews AdImpressions AdClicks AdSocial

Actions

AdEngagements AdSpend AdCTR AdCPM

ACTIVITY

METRICS

Posts Followers Following Comments

Likes LikesPerPost

CommentsPerPost

NewFollowers

ACTIVITY

NotMuchHere!

METRICS

LinkData RankingData

TrafficData

ConversionData

PageViewData

ReferralData

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/

3RDPARTYTOOLS

ACTIVITY

ACTIVITY

ACTIVITY

ACTIVITY

ACTIVITY

ACTIVITY

ACTIVITY

https://wordpress.org/plugins/social-metrics-tracker/screenshots/

ACTIVITY

ACTIVITY

NOWWHAT?

HIGHLEVELPROCESSFORMEASURINGCONTENT

URLInventory

AnalyticsData LinkData

SocialSignalData

RankingData

FallinLovewith

ExcelAnalyze

ProduceMore

Content

1.INTERNALURLDATA

MostCMSallowforexportofallpages/posts

CMSExport

Gotoyourdomain.com/sitemap.xmltogetalistofallURLs

Ifyoudon’thaveasitemapIsuggestusingYoastSEOtohelpmakeone.

SitemapXML

Usea“crawler”tocrawlyoursitetoobtainalistofallURLs.

SiteCrawl

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

2.INTERNALANALYTICSDATA

Howmanypageviewscomefromeachsource?

Source=Social,Paid,Organic,Direct,Referral

PageViews

Howoftenisthispagealandingpagei.e.entrypoint?

LandingPages

Howmanyactionsweretakenonthesite?

Conversions

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

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

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

6.FALLINLOVEWITHEXCEL

7.ANALYZE

   Heybeer+data=FUN(justmoredataandnottoomuchbeer)orelseyouwillsuddenlyrealizeyournewcontentideasallrevolvearoundhorriblehorribleideas.

   Right@hucksbeerbuzz?

8.COMPETITIVEANALYSIS+CONTENTANALYSIS+GAPANALYSIS=PRODUCEMORECONTENT

SowhydidIjustgothroughthiswholeprocess?Withityoucandothefollowing:

-  Trytounderstandwhatcontenttomakeforspecificsocialnetworks,keywordsandaudiences.

-  Youcouldalsodothisonyourcompetitorsitestounderstandwhattheyareproducingandhowitmightbedoing.

8.COMPETITIVEANALYSIS+CONTENTANALYSIS+GAPANALYSIS=DONE