Dbc 2015 analytics for design bloggers -final

Social Media Analytics for Interior Design Bloggers

Marshall Sponder

CEO of WebMetricsGuru INC

Faculty Lecturer - Zicklin School of Business and

Adjunct Instructor - Rutgers University

design-bloggers-conference.com 1

What this presentation will cover

A new approach to Social Media Analytics for Interior Designers desiring to benchmark their own growth and progress in Social Media.

• Introduction and Measurement Methods

• Case Studies assessing Interior Designer online presence

• Takeaways



Introduction & Measurement Methods

About Me:

Teach:Baruch College : http://www.baruch.cuny.edu/directory/detail.jsp?oid=204506620Rutgers University: http://www.masongross.rutgers.edu/content/marshall

Write: ClickZ: http://www.clickz.com/author/profile/2854/marshall-sponderBlog: http://webmetricsguru.com/CMSWire: http://www.cmswire.com/author/marshall-sponder/

Book:http://www.amazon.com/Social-Media-Analytics-Effective-Interpreting/dp/0071824499/ref=reader_auth_dp

http://www.baruch.cuny.edu/directory/detail.jsp?oid=204506620

http://www.masongross.rutgers.edu/content/marshall

http://www.clickz.com/author/profile/2854/marshall-sponder

http://webmetricsguru.com/

http://www.cmswire.com/author/marshall-sponder/

http://www.amazon.com/Social-Media-Analytics-Effective-Interpreting/dp/0071824499/ref=reader_auth_dp

Some of what I teach at @Zicklin School of Business

Web Analytics (Adobe & Google Analytics)

Viral Media Analytics

Social Media Analytics

SEO/SEM, Email Marketing, etc.

Programmatic (MediaMath)/trading

desk

Audience Analytics (Comscore)

DIGITAL PROGRAM

Created a popular course at Rutgers University, offered since 2012 @ Mason Gross School of the

Arts (online)

The Analytics Selfie first iteration turned out to be based on my RUTGERS online course.

Defining and Using Key Performance Indicators (KPIs)


Interior Designers have more than

one goal, however, Social

Media is historically most

effective for CREATING

AWARENESS

Increased Awareness can lead to higher lead generation, interior design consults, and so on – social media assists these goals, but full attribution has been lagging.

Social Media takes place across many devices, channels and “sessions”, easier to measure awareness than attribution.

Are your KPIs Actionable?

When a KPI for your Interior Design Business quickly moves up or down you will/would do what? ……..

• Example: If Pinterest visits to my ID blog go down I would (1-check website, 2 – increase Pinterest marketing activities, etc.)

• Example: If Facebook Shares on a product or service post were to go UP quickly I would (1- understand why customers are responding to and 2 – ensure I have the enough of the product/service available, etc.)

Note: Many businesses, while interested in Social Media, are not positioned to take any action for a variety of reasons. In this instance, the data would be

considered “NOT ACTIONABLE” – though the cause may or may not be related to the “DATA” being collected.

Defining Your KPIs (what/why/how many)

• How are we doing today? (what/why) (need 3-5 KPIs) – 10 is probably too many. Annotations help (can do this in both Adobe and Google Analytics).

• The more that you can tie your Interior Design business data to your web data, the more the resulting information will be actionable.

12

1. Increase website visitors

Your Biz/Enterprise goal(s)

2. Win Interior Design Awards 3. Six months

Timeframe

4. Wealthy Homeowners 5. Civic Foundations

6. Residential Architects

Audiences (specify demographics when available)

8. Atlanta GA area

Location(s)

8. Change website design 9. Update website functioning

13. Increase social media presence

10. Make “contact us” link more visible

11. Create alumna page 12. Make “subscribe” button more visible

Tactics (How are you going to do it) – can also be program names or digital channels

18. Search engine traffic 19. Page depth/duration 20. Conversion rates 21.Social media presence

Key Performance Indicators (KPIs)

14. Increase online presence 15. Increase engagement 16. Increase applications 17. Increase donor pool

Key Business Requirements (KBRs)

7. Donors

Chart out a Online Marketing Plan to achieve Success in your chosen goals

2. Balance the areas of strength and

weaknesses, strategize what will improve Business

Presence

3. Actualize on a pilot

basis, points 1 and 2

4. Deploy findings, test

and then, automate

5. Refine, periodically re-

examine, re-pilot and re-deploy as

needed.

1. Use Analytics Selfie to

benchmark current

presence

Interior Designers should develop an “Iterative” Process to improve their Social Media Online Presence

• Free Social Media tools provide good enough reporting of basic social media metrics.

• The biggest issue with social media metrics are missing or inadequate frameworks that provide meaning and context to the data.

• At the Zicklin School of Business we developed a basic set of metrics and methodology that can be used to profile almost ANY web presence, to prod growth and improvement whilst recording web presence over time.


How to collect Key metrics for measuring social media performance


Blogs (domain Score)

Videos (Pixability Score)

Twitter (Social Authority Score)

Facebook Pages (Likelyzer Score)

LinkedIn (Connections or

Followers)

SEO (SEMRush Rank)

Instagram(Followers)

Pinterest (PinAuthority

Score)

Local Visibility(Nibbler Score )

Overall Website (Nibbler Score)

Ten Dimensions examined for The Analytics Assessment

How Does an Interior Designer’s Online Presence impact their business visibility?

• Blogging has traditionally been the foundation of online presence, yet our assessment goes beyond blogging and covers 10 dimensions of social media activity (see previous slide).

• Other online channels important for Design Bloggers are specialty social networks (Houzz), private social channels (Snapchat) and modes of online behavior (Viral Lift and Word of Mouth) will be built into a future version of this assessment.


Created an approach called “the Analytics Selfie” to generate soft assessments on anyone’s online presence

and get the 1000 foot view of it.

Refer to ClickZ article detailing how the following charts are generated

http://www.clickz.com/clickz/column/2357371/connecting-data-with-the-analytics-selfie

MethodologyEach Dimension of Online Presence is rated on a scale of 0-5 then is normalized and visualized at once, in a Radar Chart.


Designer is doing well with its website and SEO, but could expand on Instagram, be more responsive on Facebook, increase the social sharing of its videos and increase its following on Twitter. Each increase of a dimension brings further opportunities

Sample Interpretation - Charting Online Presence

The Selfie Diagrams show not only where online presence is strong or lacking, but the audiences that are being reached, or not, though that presence.

Source: http://www.snydergroupinc.com/2014-stats-comparison-top-6-social-media-platforms-infographic/

http://www.snydergroupinc.com/2014-stats-comparison-top-6-social-media-platforms-infographic/

Each Social Media Channel has its own unique audience demographics to connect with

Source: http://www.slideshare.net/mmmsocialmedia/social-media-marketing-for-musicians-35271915

http://www.slideshare.net/mmmsocialmedia/social-media-marketing-for-musicians-35271915

The opportunity for building

audience online that can lead to

Interior Designer Contract work has

never been greater

Social Media/Digital Channel

Web Audience(ComScore, 10/2014)

Notes

Twitter(great for “awareness”)

34.8 million UV

Approximately 14 million UV is interested in Performing Arts and Music, though Performing Arts alone is very Niche (120K). About 1/3 of this audience cross visits Tumblr, GoodReads, DevientArt, Glassdoor, Pinterest and LinkedIn, while almost everyone who has a Twitter account also has a Facebook account they visited that month.

Facebook (great for Engagement)

131 million UV

About 650,000 people monthly are interested in Arts and Culture. Essentially, perhaps half the monthly visitors have some interest in Art and Music. About 34% of the audience also cross visits LinkedIn, Pinterest and Google+, etc.

LinkedIn(great for business networking)

48.4 million UV

While LinkedIn has over 300 million users, the interaction (and speaking only of the United States in this context) is much less, with around 48 million, and less than 100,000 people who are specifically Arts/Music based. The audience is certainly larger than this – but use LinkedIn to get new professional work, possibly new gigs.

https://www.facebook.com/ads/audience_insights/retail?act=28533099&age=18-&behavior_categories=6009989347532&country=US&interests=6003029869785

Example Readout


The assessment of Roulette

Intermedium (the Facebook Page of

a performance venue located in Brooklyn, NY) is a

“2” out of “5” based on the

rating scale in the previous slide.

Note: The assessment scores can

change over time, which

is one reason to record

and compare them.

At Baruch we developed the selfie approach to profile the strength of anyone’s online marketing presence over time.

Changes over time are much easier to see and act on when

visualized in this way.


Benchmarking Interior Designer Online Presence

Running the Assessment on Interior Design Bloggers Hall of Fame inductees

Category: Best Overall Design Blog:

•Paloma Contreras, La Dolce Vita

• Tobi Fairley, Tobi’s Blog

• Stacy Bewkes, Quintessence

Date of Assessment: 2/11/15


http://design-bloggers-conference.com/hall-of-fame-awards/design-bloggers-hall-of-fame-members/

http://www.ladolcevitablog.com/

http://tobifairley.com/blog/

http://quintessenceblog.com/

Running the Assessment on Interior Design Bloggers Hall of Fame inductees

•Category: Best Design Blog Graphics, Photography, & Presentation:

• Design Chic, Beth Woodson and Kristy Woodson Harvey

• Cassandra LaValle, coco+kelley• Grace Bonney, Design Sponge


http://design-bloggers-conference.com/hall-of-fame-awards/design-bloggers-hall-of-fame-members/

http://www.mydesignchic.com/

http://www.cocokelley.com/

http://www.designsponge.com/

Email Traffic

Direct (no referrer)

Programmatic

Interior Designer Social Media Presence involves attracting and leveraging many sources of web traffic


Social Media Traffic/Content

Organic and Paid Search

Engine Traffic

GeoSocial -Mobile

SoLoMo


Measuring Change over Time is the best way to use Analytics in Social Media, because it is

actionable.

There are no absolutes, only relative progress or the lack, thereof.

6 Case Studies using the Analytics Selfie for ID social media measurement



Paloma Contreras, La Dolce Vitahttp://www.similarweb.com/website/ladolcevitablog.com

Issue Solution

> Images Low text/metadata impacts search traffic

< Twitter Social Authority on Twitter is low – impacting how likely La Dolce Vita will be retweeted / followed

< Facebook Page is not interactive enough – lots of money on the table not being picked up.

< SEO Content is not being created with SEO in mind, searches are mostly branded.

EST Social Media Referrals

http://www.ladolcevitablog.com/

http://www.similarweb.com/website/ladolcevitablog.com


Tobi Fairley, Tobi’s Bloghttp://www.similarweb.com/website/tobifairley.com

Issue Solution

< Video Failed to develop a viable video presence

< Facebook Page isn’t interactive and not enough photos are being posted.

< Visual SM should be stronger here, esp. for an interior designer – everything is so visual

< Local SEO Address not posted on local directories, Yelp, Google/Yahoo, etc.


http://tobifairley.com/blog/

http://www.similarweb.com/website/tobifairley.com


Stacy Bewkes, Quintessencehttp://www.similarweb.com/website/quintessenceblog.com

Issue Solution

+ Video YouTube Channel is pretty well set up

< Facebook Page isn’t interactive and not enough photos are being posted.

< Visual SM Pinterest channel has a low number of followers, Instagram OK, but could improve.



http://quintessenceblog.com/

http://www.similarweb.com/website/quintessenceblog.com


Design Chic Beth Woodson & Kristy Woodson Harvey (Low scores on LinkedIn and Facebook)

http://www.similarweb.com/website/mydesignchic.com

Issue Solution

- Video No YouTube Channel – should create one

< Facebook Page isn’t interactive and not enough content is posted.

- LinkedIn No LinkedIn Channel – should make one


< Visual SM Low Instagram followers and not much Pinterest


http://www.mydesignchic.com/

http://www.similarweb.com/website/mydesignchic.com


Cassandra LaValle, coco+Kelley (developed Pinterest but not Instagram)

http://www.similarweb.com/website/cocokelley.com

Issue Solution

- Video No YouTube Channel – should create one

< Facebook Page isn’t interactive and not enough content is posted.

- LinkedIn No LinkedIn Channel – should make one


- Visual SM Almost 0 presence on Instagram and lower than average presence on Pinterest.


http://www.cocokelley.com/

http://www.similarweb.com/website/cocokelley.com


Grace Bonney, Design Sponge (did well with Instagram but not Pinterest)

http://www.similarweb.com/website/designsponge.com

Issue Solution

+ Video Strong YouTube Channel

< Facebook Users can not post to the page and the page is not engaging enough.

- LinkedIn LinkedIn is surprisingly low in the number of followers to the company page.


- Pinterest lower than average presence on Pinterest.


http://www.designsponge.com/

http://www.similarweb.com/website/designsponge.com

Additional Interior Design Case Studies

•Timothy Corrigan

•Design Tripper



Timothy Corrigan, timothy-Corrigan.com (no visual social media)

http://www.similarweb.com/website/timothy-corrigan.com

Issue Solution

+ Blog Strong Domain Score


- YouTube No YouTube Channel




http://timothy-corrigan.com/blog.html

http://www.similarweb.com/website/timothy-corrigan.com


Jennifer Boles - A Peak of Chic (failed to develop Visual Social Media)

http://www.similarweb.com/website/thepeakofchic.blogspot.com

Issue Solution

+ Blog Strong Domain Score


- YouTube No YouTube Channel




http://thepeakofchic.blogspot.com/

http://www.similarweb.com/website/thepeakofchic.blogspot.com

Composite Analytics Selfie


• DesignSponge knocks it out of the park on SEO and Instagram. With their group blog and several columns, the get much more traffic than any of the others.

• Most ID have not done any Local Search Optimization, or SEO, in general.

• Most ID have not put enough attention into their Facebook pages.

Learnings from the Case Studies

• Pinterest is the single most important factor in driving relevant traffic to Designer websites/blogs.

• Most Interior Designers have superior networking skills (out of necessity) and most have strongly developed LinkedIn profiles, which isn’t the case with Fashion Designers, et al.

• SEO is usually poor in most Interior Designer blogs; there is often not enough text, and its not optimized to drive traffic to the website/blogs.

• While most Interior Designers have regional clients, they all seem to have forgotten to put their local addresses prominently on their websites and communications.


Next Steps


If your willing to invest in Web Analytics, whilst linking it to social media and geo-

location, you can hyper-charge and better leverage your social media

outreach


You can track Social Media in exact locations and even in real time

We can view the clickstream of the physical and cultural world much as we could in Web Analytics

Converged web visit data with Zip code and Neighborhood data, (via Unique variables set up in Web Analytics).



Resources

• SEO for Interior Designers

• Social Media Resources for Interior Designers

• Websites for Interior Designers


http://webmarketingtoday.com/articles/10-SEO-Tips-for-Interior-Designers/

http://www.yuchenkuang.com/My-Research-Library/useful-resources-on-social-media-for-interior-designers.php

http://www.markmediagroup.com/services/for-architects-interior-designers

Thank You!

Marshall Sponder, CEO

@webmetricsguru

Lecturer - Zicklin School of Business

Baruch College

[email protected]

[email protected]

mailto:[email protected]

mailto:[email protected]

BACKUP


Social Media Benchmarking Metrics & Free tools used at the Zicklin School of Business and Rutgers University for benchmarking .

Chanel Metric 3rd Party Tools Used Limitations (caveat)

Domain Score Blog Analyzer http://www.webseoanalytics.com/free/seo-tools/blog-analyzer.php

Public hosted Tumblr and WordPress can be reported instead of blog url. Could use

Videos Pixability Score Pixability Grader http://www.onlinevideograder.com/grader/

Only works for YouTube Channels

Twitter Social Authority Followerwonk https://followerwonk.com/ (Social Authority https://followerwonk.com/social-authority)

Fragmented and shallow metrics make it imperative to look past followers.

Facebook Likealyzer Score Likealyzer www.likealyzer.com/ Works on Facebook Business pages only

LinkedIn Connections ORfollowers

LinkedIn number of Connections (personal pages) or number of followers (Business Pages)

None, but LinkedIn other provides priority metrics for paid customers.

SEO SEMRANK rank score

SEMRush http://www.semrush.com/info/ The SEMRush rating of the websites' popularity based on organic traffic coming from Google's top 20 organic search results.

Sampled and estimated data.

Instagram Instagram followers

Instagram’s followers is what is used for this metricbecause there is no overall score for Instagram produced by a free platform tool.

Depending on your goal(s), other metrics may be more important than followers.

Pinterest PinAuthorityrank

pinauthority.com Ranks each Pinterest account Depending on your goal(s), other metrics may be more important than PinAuthority rank.

Local SearchListings

Nibbler Local Presence Score

Nibbler produces several metrics including local search directory visibility http://nibbler.silktide.com

Local visibility does not include check in –geolocation data which we left out for now.

Overall Web Presence

Nibbler Score Nibbler produces an overall website score that factors in several factors - http://nibbler.silktide.com/en_US

Free version of Nibbler only looks at 5 pages of your website (not sure which 5 it chooses).


Blogs

http://www.webseoanalytics.com/free/seo-tools/blog-analyzer.php

http://www.onlinevideograder.com/grader/

https://followerwonk.com/

https://followerwonk.com/social-authority

http://www.likealyzer.com/

http://www.semrush.com/info/

http://pinauthority.com/

http://nibbler.silktide.com/

http://nibbler.silktide.com/en_US

Social Media Benchmarking Metrics & Free tools used at the Zicklin School of Business and Rutgers University for benchmarking

Metric Explanation Why its Used in the Assessment

Domain Score Measures the importance of a domain on a logarithmic scale from 0 to 100.

Domain Score is a composite metric that SEOs use to gauge the health of a website for SEO purposes.

Pixability Score Measures how well video is being used on a website along with how effective your YouTube channel is.

Most online videos run on YouTube and Pixability has one of the few tools that accesses them.

Social Authority Social Authority is a 1 to 100 point scale that measures a user's influential content on Twitter.

Imperative to look past followers and adopt qualitative metrics, SA being one of them.

Likealyzer Score Measures the potential and effectiveness of your Facebook Pages by evaluating posting and other Facebook page metrics.

A good diagnostic and scoring tool for Facebook pages though it does not analyze personal pages.

Connections ORfollowers

LinkedIn has connections for personal pages and followers for business pages.

LinkedIn has a lot of metrics, but most are not free while our metric is free.

SEMrush rank score

The SEMrush rating of the websites' popularity based on organic traffic coming from Google's top 20 organic search results.

Free tool that does a decent job of measuring organic SEO effectiveness.

Instagram followers

Instagram followers is a popularity metric the measures the size of your community on this platform.

None of the free or paid tools provide an Instagram effectiveness score, so we just use followers.

PinAuthorityrank

PinAuthority provides statistics of Pinterest usage and influence. PinAuthority is the only tool that provides a metrics score for a Pinterest account and its free.

Nibbler Local Presence Score

Measures the local address listings for the business is found in all of the directories we tested such as Foursquare, Yahoo and Google Local, Yelp.

Hard to score local check-in or listings but needed a local score, so we selected this metric.

Nibbler Score The overall score on several assessments that Nibbler provides There are a couple of website graders and we liked Nibbler’s breakdown the best.


To Sum up - Return on Investment can be measured in several ways.

Caveat: ROI for Social Media had been hotly debated and debunked.


METRICS TYPE METRICS and possibly, Key Performance Indicators (according to your goals and possible Use Case)

Best Uses (and where to find the data)

Raw Metrics(diagnostic)

I.E:, Pageviews, visits, shares, bounce rate, time spent, number of shares, likes, views, etc.

Campaign Measurement (Web Analytics).

Visibility Metrics(Do they see us?)

I:E:, SERPs, Facebook Fans/Followers, Twitter Followers, YouTube Channel Subscribers, YouTube views, YouTube Video Shares, LinkedIn connections, LinkedIn Company Followers, Instagram Followers, Pinterest Re-Pins, Local Directory Listings, etc.)

Public Relations / Audience awareness (individual channel analytics OR analytics platforms with API access to the same).

Business Metrics(Financials) $$

I:E:, Client Inquiries, Client Bookings, Financials, Profit/Loss, Financial Return on Investment, etc.

Line of Business, (Cognos, Salesforce, etc.)

Offline Metrics (circulation)

I:E:, House viewings, out door advertising, trade advertising, print advertising, newspaper ads, conference presence, etc.

Business Offline, manually collected and Tabulated.

SoLoMo Metrics(presence –context)

I:E:, Number of devices detected (heat map), check-in data, Wi-Fi hotspot data, iBeacons, NFC, etc.

Mobile - collection of these metrics are in proprietary mobile analytics platforms.

Marketing Metrics (Persuasion)

I:E:, Email subscribers, email leads, email bounces, Programmatic- Impressions, Paid Search Impressions, Re-Targeting, Demographic and Psychographic targeting, etc.

Branding and Engagement (foundin various Marketing Analytics platforms).

Social / Viral(advocacy)

I:E:, Viral Lift, Word of Mouth, Recommendations, Referrals Relationship Building (SocialMedia / Opinion based platforms)