#blogherfood15: building your business: mining your data
TRANSCRIPT
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?