ANALYTICS – KNOW THE TRUE STORY OF YOUR REACH AND ENGAGEMENT

Presented by Robyn Scott of Zephyr Strategy & Dave Rohrer of NorthSide Metrics

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

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

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?

METRICS, SEXY METRICS

PLATFORMS

Twitter Facebook Pinterest LinkedIn

Instagram Email Reddit StumbleUpon

Website (SEO) Forums Snapchat Others

METRICS

Tweet Impression

sRetweets Faves, err

Loves Lists Followers

Lost Followers

Direct Messages Mentions Profile

VisitsTotal

Engagements

ACTIVITY

METRICS

Posts Comments

Organic Likes

Paid Likes

Unlikes Post Reach

People Engaged Mentions

Actions on Page

Page Views

Page Likes

ACTIVITY

METRICS

Impressions Saves Clicks Likes

AVG Daily Impression

sAVG Daily Viewers

AVG Monthly Viewers

AVG Monthly Engaged

ACTIVITY

METRICS

Profile Views

Connections Messages Post Likes

Post ViewsAd

Impressions

Ad Clicks Ad Social Actions

Ad Engageme

ntsAd Spend Ad CTR Ad CPM

ACTIVITY

METRICS

Posts Followers

Following

Comments

Likes Likes Per Post

Comments Per Post

New Follower

s

ACTIVITY

Not Much Here!

METRICS

Link Data

Ranking Data

Traffic Data

Conversion Data

Page View Data

Referral Data

SEO

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/

3RD PARTY TOOLS

ACTIVITY

ACTIVITY

ACTIVITY

ACTIVITY

ACTIVITY

ACTIVITY

ACTIVITY

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

ACTIVITY

ACTIVITY

NOW WHAT?

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

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

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

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

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

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

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

6. FALL IN LOVE WITH EXCEL

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?

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.

8. COMPETITIVE ANALYSIS + CONTENT ANALYSIS + GAP ANALYSIS = DONE