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Amy VernonCo-Founder/CMO, Predictable.lyPredictive Analytics for News Publishers
An introduction to Social Media Analytics
20 years in newspaper journalism
Miami Herald staff Pulitzer, 1992
Top female submitter of all time to Digg.com
15th most influential woman in tech on Twitter (Business Insider/Peer Index)
Mommy, wife & Siberian Husky owner
Traffic photo by Simon Forsyth via Flickr Creative Commons Social Media photo by Automotive Social via Flickr Creative Commons Graph photo by Jim Sher via Flickr Creative Commons
Photo by rbbaird via Flickr Creative Commons
Photo by miniyo73 via Flickr Creative Commons
Research from IBM SmarterCommerce / Graphic via Gartner
Photo by PurpleLorikeet via Flickr Creative Commons
From Brian Solis via Flickr Creative Commons
Via ChiefMartec.com
To Diagnose
What works?
What doesn’t work?
To Prioritize
What goes where?
What money goes where?
To Evaluate
You need to know what ROI you’re looking for
Steps shamelessly stolen (with permission) from Kami Watson Huyse
1. Set measurable objectives2. Choose your metrics3. Choose the tools to measure those metrics4. Implement5. Analyze and present6. Adjust and repeat
Image by Sam Teigen via Flickr Creative Commons
You need to be able to set an objective you can actually measure.
This is not a goal, this is an objective. Your objective should be realistic.
Goal: Increase traffic to and pageviews on website.
Unrealistic Objective: Increase traffic and pageviews by 200% in the next month solely using Facebook and Twitter.
Realistic Objective: Increase pageviews by 25% year-over-year, over the next six months using internal analytics and a mix of paid, earned and owned marketing.
Wordle based on “The 6 Most Important Web Metrics to Track for Your Business Website”
What are the metrics you need to measure? Vistors
Pageviews What kind of traffic is the “right” traffic?
New vs returning visitors
Time on site
Bounce rate
Pageviews per visitor Factors behind last year’s traffic
Image By Kathleen Donovan via Flickr Creative Commons
Photo by Scoobyfoo via Flickr Creative Commons
Photo by Jez Arnold via Flickr Creative Commons
Photo by OZinOH via Flickr Creative Commons
Reminder:
Implement
Analyze & Present
Adjust & Repeat
Photo by Novartis AG via Flickr Creative Commons
[email protected]@amyvernon.nethttp://predictable.lyhttp://AmyVernon.net
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