Audience Reach & Competitive Intelligence Tools by Elisabeth Osmeloski Pubcon Vegas 2013

@elisabethos

who we are

NEWS SOURCEFOR THE

SEARCH & DIGITAL

MARKETING

INDUSTRY

@ElisabethOs

BUT… STILL A SMALL TEAM

• 9 F/T editors & writers

• 5 P/T contributing editors

• 3 F/T marketing team

@MonicaWright @beebow @ElisabethOs

perceived vs. actual

competition

@SEengineLand

DIRECT VS. INDIRECT

Search

Engine

Land

MOZ

SEW

SEJ

@MarketingLand

A DIFFERENT UNIVERSE

Marketing

Land

DigiDay

AdAge

AdWeek

Clickz

The Next Web

Read Write Web

so many platforms…

so little time…

AUDIENCE & COMMUNITY

@ElisabethOs

ENGAGEMENT METRICS

•time spent onsite

•pages viewed per visit

•connects as a fan

•converts on other goals

@ElisabethOs

SOCIAL GROWTH

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

Jan-2009 Jan-2010 Jan-2011 Jan-2012 Jan-2013

SearchEngineLand vs MarketingLand Social Reach

SearchEngineLand MarketingLand

so many tools…

so little time…

what tools

do we use?

QUANTCAST

QUANTCAST

QUANTCAST

QUANTCAST

content

opportunities

QUANTCAST

QUANTCAST

QUANTCAST

content

opportunities

QUANTCAST

SOCIALFLOW

SOCIALFLOW

SIMPLY MEASURED

SIMPLY MEASURED

SIMPLY MEASURED

SIMPLY MEASURED

SIMPLY MEASURED

All Account Avg. Lowest Account Leading AccountAll Account Avg. Lowest Account Leading Account

9,535Social Media Examiner

37ClickZ

3,80223k total engagement

175kSocial Media Examiner

8,424DIGIDAY:

77k460k total fans

7,668Social Media Examiner

105ClickZ

2,7982.7% PTAT as % of fans

183Marketing Land

78Advertising Age

116694 total posts

How does the leader compare?How does the leader compare?

Leader posts more often than average. Content is mostly statuses and links.

Leader has 15k (9.2%) more fans than the next best brand Social Media Today.

Leader sends about 6.3 posts per day and gets an average of 5.4 interactions per post.

Leader has a 46% share of PTAT compared to a 35% share for the second best brand Social Media Today.

Leader posts more often than average. Content is mostly statuses and links.

Leader has 15k (9.2%) more fans than the next best brand Social Media Today.

Leader sends about 6.3 posts per day and gets an average of 5.4 interactions per post.

Leader has a 46% share of PTAT compared to a 35% share for the second best brand Social Media Today.

Engagement

Page Fans

People Talking About This (PTAT)

Brand Posts

Engagement

Page Fans

People Talking About This (PTAT)

Brand Posts

Competitive LeaderboardCompetitive Leaderboard

SIMPLY MEASURED

9.5

K

8.8

K

3.3

K

99

7

79

37

5.6% 5.7%

3.8%

5.9%

1.0%

0.4%

0%

1%

2%

3%

4%

5%

6%

7%

0

2.0K

4.0K

6.0K

8.0K

10.0K

12.0K

Enga

gem

ent

as %

of

Fan

s

Tota

l En

gage

men

t

Fan Page Comparison: Total Engagement on Brand Posts

Total Engagement Engagement as % of Fans

42%

39%

15%

4%

Relative Share of Engagement

Social Media Ex… Social Media Today Advertising Age

Marketing Land DIGIDAY: ClickZ

Overview How do brands compare on the most important metrics?How do brands compare on the most important metrics?Overview

SIMPLY MEASURED

17

4.8

K

16

0.1

K

89

.7K

17

.4K

8.4

K

9.4

K

0.2%

0.3%0.3%

0.2%0.2%

0.1%

0.0%

0.1%

0.1%

0.2%

0.2%

0.3%

0.3%

0

20.0K

40.0K

60.0K

80.0K

100.0K

120.0K

140.0K

160.0K

180.0K

200.0K

Fan

Gro

wth

Tota

l Fan

s

Fan Page Comparison: Total Fans

Total Fans Fan Growth per Day

38%

35%

20%

4%

2%2%

Relative Share of Fans

Social Media Ex… Social Media Today Advertising Age

Marketing Land DIGIDAY: ClickZ

SIMPLY MEASURED

2.9

4.0

2.7

6.3

2.9

5.1

Social Media Ex…

Social Media Today

Advertising Age

Marketing Land

DIGIDAY:

ClickZ

Brand Posts Per Day

0

20

40

60

80

100

120

140

160

180

200

Bra

nd

Po

sts

Fan Page Comparison: Brand Posts

Status Link Photo Video Other

SIMPLY MEASURED

0

1.0K

2.0K

3.0K

4.0K

5.0K

6.0K

7.0K

8.0K

9.0K

Peo

ple

Tal

kin

g A

bo

ut

This

People Talking About This Over Time

Social Media Ex…

Social Media Today

Advertising Age

Marketing Land

DIGIDAY:

ClickZ

7,668

5,794

2,682

388

148

105

Social Media Ex…

Social Media Today

Advertising Age

Marketing Land

DIGIDAY:

ClickZ

People Talking About This

SIMPLY MEASURED

MOST ENGAGING POSTS FROM PEAKMOST ENGAGING POSTS FROM PEAK

From 9/25/13 by Social Media Examiner

Justin Timberlake Shows Us How Dumb We Sound When We Use Hashtags | gizmodo.com | Justin T…

1,406 interactions, 84% of brand total for the day

From 9/5/13 by Social Media Today

Sorry, Mr. Clark Kent, but you never should have said yes to your mom's friend request. | …

388 interactions, 50% of brand total for the day

From 9/26/13 by Social Media Today

Does your #customer's emotional journey look like this? Might be time to rethink your #bra…

974 interactions, 83% of brand total for the day

0

200

400

600

800

1.0K

1.2K

1.4K

1.6K

1.8K

2.0K

Fan

Inte

ract

ion

s (L

ikes

, Co

mm

ents

, Po

sts)

Fan Page Engagement Comparison Over Time on Brand Posts

Social Media Ex…

Social Media Today

Advertising Age

Marketing Land

DIGIDAY:

ClickZ

Engagement on Brand Posts What's driving engagement for different brands?What's driving engagement for different brands?Engagement on Brand Posts

SIMPLY MEASURED

Social Media Ex…

Social Media Today

Advertising Age

Marketing Land

DIGIDAY:

ClickZ

Engagement Details Comparison

Likes Comments User Posts Shares

62

51

31

4

1 0

31

4 4

0 0 0

22

21

8

1 0 0

0

10

20

30

40

50

60

70

Fan

Inte

ract

ion

s p

er P

ost

Average Response Per Brand Post

Likes per Post Comments per Post Shares per Post

SIMPLY MEASURED

GROWTH RATE PER DAYGROWTH RATE PER DAY

AVERAGE GROWTH RATE

0.20% 0.27%

All Brands

HIGHEST GROWTH RATE

Social Media Today

CHANGE IN FANS PER DAYCHANGE IN FANS PER DAY

AVERAGE CHANGE IN FANS

163 396

All Brands

MOST FANS GAINED

Social Media Today

-100

0

100

200

300

400

500

600

700

800

900

New

Pag

e Li

kes

New Page Likes Comparison Over Time

Social Media Ex…

Social Media Today

Advertising Age

Marketing Land

DIGIDAY:

ClickZ

8,948

11.5K

6,115

1,016

459

284

Social Media Ex…

Social Media Today

Advertising Age

Marketing Land

DIGIDAY:

ClickZ

Change in Fans

Community Health Details How does community engagement differ across brands?How does community engagement differ across brands?Community Health Details

SIMPLY MEASURED

BRAND RESPONSIVENESSBRAND RESPONSIVENESS

Social Media Examiner

56%

HIGHEST RESPONSE RATE

All Brands

11%

AVERAGE RESPONSE RATE

81

0 0

11

17

7

55.6%

0.0% 0.0%

9.1%

0.0% 0.0%

0%

10%

20%

30%

40%

50%

60%

0

10

20

30

40

50

60

70

80

90

% o

f U

ser

Po

sts

Rep

lied

To

Use

r W

all P

ost

s

User Wall Posts & Page Admin Replies

User Wall Posts % of User Posts Replied To

SIMPLY MEASURED

FEEDS & READERS

GOOGLE DOCS

• use spreadsheets to aggregate data from

multiple sources & tools for central data

repository

• document changes & house insight reports

• easy to share with virtual colleagues

• integrating with Google Analytics to create

custom dashboards

TAKEAWAYS

stay focused on just a few key competitors, but watch for rising stars

focus on current traffic producers, use competitive intelligence for growth

use tools that make sense for your business but limit to avoid information overload

connect

marketingland.com/connect

searchengineland.com/connect