Ponencia de Lucas Walker: Herramienta de Monitorización
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This document discusses the importance of measuring key social media and web analytics metrics like subscribers, shares, and content views. It recommends tracking basic metrics like followers, media views, and subscribers to benchmark performance and set goals. Specific tools are outlined for measuring subscribers through email lists and RSS, shares on Facebook and Twitter, and content views through video and image analytics on platforms like YouTube, Flickr, and Google Analytics. The document provides screenshots of analytics dashboards and recommends skills like Excel and understanding statistics to analyze measurement data over time.
Ponencia de Lucas Walker: Herramienta de Monitorización
- 1. ORGANIZA
- 2. What Gets Measured Gets Done A look at Social Media and Web analytic tools Lucas Walker ORGANIZA
- 3. Contents • The importance of measuring • Back to basics • Subscribers • Shares • Content views
- 4. Importance of Measuring Según su origen… ORGANIZA
- 5. Benchmarking • Sets the standard of where you are • Basis of goals • Typical stats: o Likes/follows o Media views o Subscribers
- 6. Types of measurement • Subscribers o Have made an effort to receive your content • Followed, liked, subscribed • Shares o Sharing content with their network • Fowarding an email, retweeting, sharing • Content Views o Number of views you have • Website, picture, video, blog post
- 7. Back to Basics Según su origen… ORGANIZA
- 8. Stats 101 • Get comfortable with Excel • Statistics o Watch some videos from the Khan Academy o Sampling o Standard deviation o Linear regression
- 9. Subscribers • Facebook page likes • Twitter, Google+ followers • RSS subscribers • Mailing lists
- 10. Twitter • Purchase a small ad buy • Access to Twitter’s dashboard • Key insights o Follow / unfollow tracking o Clicks o Retweets o Replies
- 11. Facebook • Track likes and hidden from timeline • Reactions to posts • Demographics o Age, gender • Referrals o How people came to your page • Views vs. unique visitors
- 12. RSS and Email Lists • Feedburner o Keep track of subscribers o Easy to use • MailChimp o Newsletter creation and management o Stylish, fun UI o Easy management
- 13. Social Sharing Según su origen… ORGANIZA
- 14. Tracking the social web • Facebook o Talking about this • Twitter o Basic search, Tweetdeck, Hootsuite • Premium tools o Allow you to see all social media in one place o Keep track over time o Advanced analytics
- 15. Facebook and Twitter • Facebook o “Talking about this” o Walled garden, mostly private • Twitter o Simple searching o Setting up columns in Tweetdeck/Hootsuite
- 17. Twitter Insights
- 18. Tweetdeck
- 19. Sysomos • MAP o Ad-hoc research o Unlimited searches, unlimited results o Full analytic suite • Heartbeat o Ongoing monitoring o Workflow and micro CRM o Full analytic suite
- 20. EPC 2012 Analysis • Content will be added in closer to the conference • Influencers • Wordcloud • Demographics
- 21. Content Views Según su origen… ORGANIZA
- 22. What viewing trends are there? • Going viral • Viewing your internal content o Website, corporate blog, forums • Video views • Image views • Google Analytics
- 24. Video Dashboards • YouTube o Track comments, views, lots of traffic o Lots of amateur content • Vimeo o More professional setting o Full analytic suite o Less traffic
- 25. Photo Sharing • Facebook o High traffic and engagement • Flickr o Losing market share, still huge • Twitter Pictures o Twitter pics, Twitpic • Instagram o Create a following, share photos
- 26. Google Analytics • Leader in website analytics • Provides you with key information o Demographics o Referrals o Time spent on your page o Bounce rate
- 27. Google Analytics • Screenshots of Google Analytics
- 28. Questions? Contact lwalker@sysomos.com @walkerlucas ca.linkedin.com/in/walkerlucas Thank You!