Digital Media Assessment

April 2011Leveraging Social Media@devonvsmith

Quick Stats

1,586 likes1 post/day

6 comments/post

149 followers11% listed

.5 tweets/day.3 mentions/tweet

46 uploads2,060 views/upload

168 subscribers

Arrows indicate if you are performing above, below, or similar to the average of your peers

373 photos0 contacts

114 high views/photo

12 subscribers2 posts/month

1 comment/post

1 person1 check-in

2 tips

In the following slides, you’ll notice black text that calls out specific recommendations for things you should change

Web

site

Consider using a YouTube video with muted sound

Great job linking to your social media presence

This link structure is a little confusing in addition to your

header links. Consider eliminating it.

Consider using A/B testing to eliminate one of

the “Donate Now” buttons--too many calls to action can

be counter productive

What an awesome way to integrate bios, reviews,

and video!

Consider a search box somewhere on your front

page. This may give you insights into what users look for on your site

Face

book

Consider checking Open Facebook Search for the conversations happening about Axis, off of your page. You can also encourage fans to use the “@Axis”

feature to tag you in their posts.

Videos seem to be your most popular posts

Know that an “interest” page exists for

you on Facebook, which pulls in info from Wikipedia (so make sure Wikipedia stays

up to date)

Consider replacing the repetitive content in the “About” and “Company

Overview” sections of your page Consider adding design

elements to your “Join” page and/or converting it to a

landing page

89% of your 19 peers were active on Facebook in the last month. They have an average of 964 fans (max 4,941), post 2x/week (max 1.3/day), and receive 3 likes or comments per post. Compagnie Marie Chouinard’s page is one to watch.

Twitt

er

Consider letting us know who on staff

is tweeting

The titles of these lists should give you some insight into what people

expect you to tweet about.

Great job catching, and responding to a tweet about

you that didn’t include @AxisDanceCo

Consider tweeting more consistently each month, at

varying times of the day

Consider thanking retweeters with tweets that begin with their @name (so you don’t annoy

followers with the same message multiple times).

63% of your 19 peers were active on Twitter in the past 10 days. They have an average of 208 followers (max 2,804), tweeted 2x in 10 days (max 67), and got 1 mention per tweet (max 2). On average, 6% of their followers add them to a list (max 16%). @lldanceexchange is one to watch.

YouT

ube Great job using

category, tags, and comments

Most views to your videos come from “related videos;” keep up with the

great tagging & descriptions using key words. Consider

creating playlists.

There are a significant number of other YouTube users with Axis Dance Co

content. Consider curating/hosting a playlist of this content on your channel

53% of your 19 peers were active on YouTube in the last year. On average, they uploaded 4 videos (max 17), currently have 1,369 channel views (max 7,595), have 9,210 upload views (max 125k), and 20 subscribers (max 192). Candoco or Company C are the ones to watch.

Flic

kr

Consider using “AxisDanceCo” as your profile name Consider using

more descriptive tags so your photos can be found

on Flickr

Consider tagging the dancers in your photos

There are over 300 photos on Flickr mentioning

Axis Dance, by these groups & photographers. Consider joining the photo groups and/or reaching out

to thank these photographers

26% of your 19 peers were active on Flickr in the past year. On average they posted 160 photos (max 265), had 2 contacts (max 11), and had in the range of 69 views/photo (max 776). Candoco is one to watch.

Yelp

and

Fou

rsqu

are

May be useful to know these are the

companies the public associates as being

similar to you

Consider claiming your venue so you have

access to the venue analytics

Great job experimenting with

Foursquare, and showing users you

are aware of it

Consider adding a category & tags to

your Foursquare venue

26% of your 19 peers have an active venue on Yelp (only 1 has been claimed). On average, they have received 6 reviews (max 34), and have 5 stars. Creativity Explored is one to watch.

58% of your 19 peers have an active venue on Yelp (only 2 have been claimed). On average, 5 people (max 263) have checked in a total of 12 times (max 838) and left 0 tips (max 7). ODC is one to watch.

Blog

Consider integrating your blog into your website

for SEO benefit

Consider adding design elements to your blog so it

better matches the rest of your social media presence

“We felt [our blog] would be a way to engage our audience and our current website did not allow us to post recent events/happenings. We started it as a platform to talk/share about our annual commissioning - using it as a way to share behind the scenes”

Are you satisfied with your audience engagement? If not, what do you think is holding

you back?

32% of your 19 peers were active bloggers in the past 3 months. On average, they post 2x per month (max 9), have 4 subscribers (max 12), and receive 0 comments per post (max .5). Candoco is one to watch.

Other Social Media

Consider monitoring these

keywords on delicious

Consider following these delicious users to

find other relevant content, or using this number as a

gauge to find what content of yours users find

interesting

Consider claiming your Google Places page so you have access to venue analytics, and it shows up in

google searches

Your wikipedia page looks great, but isn’t well trafficked. Consider

adding new links to Axis Dance from other wiki pages, and keeping an eye on traffic

stats.

Consider keeping an eye on some of these

sources where you don’t have an active social presence

Consider creating a company

profile on LinkedIn so other dance

professionals can find you

Peers: 3 linked to MySpace, 4 to Vimeo, 1 each to ning, current.tv, jumo

Sear

ch E

ngin

e O

ptim

izat

ion

Consider adding metatag descriptions to every page of

your site, adding image ALT tags, and a 301 redirect from

axisdance.org for improved SEO

If you wanted to drive more traffic to your website, Google

AdWords could be cost effective

Several high profile news articles link to your site with

“Axis Dance” as anchor text. To rank

higher on google searches of related keywords, consider

integrating your blog & create keyword

rich content

Consider what keywords you want to rank for in Google, and

how to create content that attracts links

Glossary

A/B Testing: a way to test 2 slightly different webpages to see which one users take action on more often

Call to action: the 1 action you want a user to take on this page (click a donate button, buy tickets link, submit email for newsletter)

SEO: stands for Search Engine Optimization; process of

Anchor text: the underlined phrase that links to a new page. Google uses this phrase to decide where your site shows up in search

Keyword rich content: using the generic (see above) phrases you want to rank for in Google searches

Alt-tag: keyword tags that describe an image so Google bots know how to index the image and allow others to find it

301 redirect: shows Google that “site.org” and “www.site.org” are the same website (5 minute fix your webmaster can do)

Facebook custom URL: facebook.com/yourname instead of facebook.com/pages/city/yourname/123456

Link architecture: where internal page links appear on your website, and how sections of your site are linked together

Design elements: ensuring your digital branding (style) matches your social branding matches your off line branding

Category v tag: both help users find content; categories tend to be pre-defined, tags tend to be user generated

Integrated blog: a blog hosted on your own website (yoursite.org/blog or blog.yoursite.org) provides you valuable SEO

RSS: method by which you can subscribe to a blog via email or an RSS reader (stands for Real Simple Syndication)

Blog subscribers: I’ve shown you Google Reader subscribers, which on average accounts for about 50% of all your blog subscribers

New twitter: in Oct 2010, Twitter added a new windowpane on the right side of the feed, which interfered with some profile designs

Aggregator: a website that collects and displays lots of different blogs (examples: Digg, Reddit, StumbleUpon, Delicious)

Generic v branded search: generic search example is “dance company san francisco” branded search example “AXIS Dance”

Hashtag: a phrase prefixed with # symbol, which makes searching for that particular topic

Referral source: how users arrive arrive at your video; could be through embedded players, related videos, searches, links

Tag cloud: a visual depiction of keywords where the most used words are displayed larger, tags are linked to relevant site content

Permalinks: a unique URL for every blog post so they can be linked to forever

Meta-description: text appearing under link in a Google search that describes the page. <meta name =”description” content=”...”>

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