The document outlines an agenda for a social media masterclass on mechanics of measurement to be held on April 18, 2011 in San Francisco. The agenda includes sessions on strategy, Google Analytics, Facebook Insights, Twitter tracking, blog tracking and other platforms. It also allocates time for Q&A. The document provides guidance on key metrics to measure across various social media platforms, how to interpret data from tools like Google Analytics and Facebook Insights, and how to structure experiments and analyze results.

1. Mechanics of
Measurement
Social Media Masterclass
Z Space, San Francisco
April 18, 2011
image by Melissa Witcher
@devonvsmith

2. Agenda
Strategy 5 min
Google Analytics 15 min
Facebook Insights 10 min
Twitter tracking 5 min
Blog tracking 5 min
Other platforms 5 min
Q&A 15 min

3. Web Reporting v Web Analysis
Yes it has pretty pictures, but what do I do?
image via Avinash Kaushik

4. Web Reporting v Web Analysis
image via Avinash Kaushik

5. Web Reporting v Web Analysis
Specific problem
you’re trying to
address
image via Avinash Kaushik

6. Web Reporting v Web Analysis
Specific problem
you’re trying to
address
Big picture
trend over time
image via Avinash Kaushik

7. Web Reporting v Web Analysis
Specific problem
you’re trying to
address
Big picture
trend over time
ROI
image via Avinash Kaushik

8. Web Reporting v Web Analysis
Specific problem
you’re trying to
address
Explain the
Big picture data in words
trend over time
ROI
image via Avinash Kaushik

9. Web Reporting v Web Analysis
Specific problem
you’re trying to
address
Explain the
Big picture data in words
trend over time
ROI
Tell me what
to do now that
I know this
image via Avinash Kaushik

10. Return on Investment
Do you
measure the
ROI of...

11. Return on Investment
newspaper
advertising posters
displayed in different
in-kind
neighborhoods
sponsorships
Do you press release
concessions measure the
or merchandise
by item ROI of... email (by
word count)
subscription a
campaigns (by hour) customer’s
lifetime value

12. Return on Investment
docents
staying open greeting your post show
for 1 additional hour visitors discussions
co-productions newspaper
advertising posters
(including staff time) displayed in different
in-kind
neighborhoods
sponsorships
number of staff Do you press release
at your box office
concessions measure the
or merchandise
by item ROI of... email (by
word count)
subscription a
campaigns (by hour) customer’s
annual gala benefits offered
lifetime value
(including staff time) to your staff

13. what
you
measure
ma-ers
what
you
measure
ma-ers
but
there’s
no
secret
formula
h-p://bit.ly/100ways
think
about
micro
conversions
li-le
steps
along
a
path
to
a
big
goal
problem.
goal.
tac4c.
metric.

14. what
you
measure
ma-ers
what
you
measure
ma-ers
but
there’s
no
secret
formula
h-p://bit.ly/100ways
think
about
micro
conversions
li-le
steps
along
a
path
to
a
big
goal
problem.
goal.
tac4c.
metric.

15. So what do you measure?
I begin with:
1. Who are these people?
2. How did they get here?
3. What do they want?
4. Did they get it?
5. If not, why not?

16. So what do you measure?
I begin with: Then I think about:
1. Who are these people? Do I have a problem to solve?
2. How did they get here? Is there an opportunity?
3. What do they want? Can I test a hypothesis?
4. Did they get it? Can I compare x to y
5. If not, why not?

17. What if nobody cares about what I’m measuring?
A/B testing
Small experiments
Competitor benchmarks

18. What if nobody cares about what I’m measuring?
A/B testing
Small experiments
Competitor benchmarks
What if I can’t directly measure?
Customer survey
Watch what others do

19. let’s get our hands dirty
benrobertsabq

20. Google Analytics
DriesBultynck

21. Referrals

22. Referrals
Diversity is a
good thing

23. Referrals
Diversity is a
good thing
Look at the
differences (value)
between sources

24. Referrals
Diversity is a
good thing
Look at the
differences (value)
between sources
Combine like
sources into 1
segment

25. Keyword Referral

26. Keyword Referral
What are people
interested in?

27. Keyword Referral
What are people
interested in?
Google AdWords?

28. Keyword Referral
What are people
interested in?
Google AdWords?

29. Site Search
What are people looking for?
Why do they have to search for it?

30. Visitors

31. Visitors
Do they want/need
to visit your site
multiple times?

32. Visitors
Do they want/need
to visit your site
multiple times?
How often are
visitors checking for
new content?

33. Content Analysis
Is it worth it for me to expand these sections?

34. Site Overlay
What do you want people to do on this page?
Did they do it?

35. Landing Pages
Are there pages you can “fix”?

36. Annotations
Mark actions you take that might impact web traffic

37. Segments
digital advertising

38. Segments
digital advertising geography

39. Filters
your staff your blog

40. Event based goals
Why are people
dropping out of your
conversion funnel?

41. Custom Alerts
Traffic spikes

42. Combine metrics for valuable insights
http://www.slideshare.net/blackbaud/web-reporting-google-analytics-and-the-raisers-edge-chris-geady-20100520

43. Facebook Insights

44. Edgerank
1.Few friends? You won’t show up.
2.Status updates without likes? You won’t show up.
3.Photos & Videos > Links > Text
4.Even the Most Recent News feed has an algorithm
5.Stalking your friends won’t get you noticed
6.Having friends who stalk you will get you noticed
7.More to the algorithm than just this
participate in a news feed experiment at http://www.devonvsmith.com/

45. Who are these people?
How closely does this
match my audience?
How could I use this
to tailor advertising?
Would it be useful
to translate?
How likely is it they
are ticket buyers?

46. How did they get here?
0 User profile
0 Stream
0 Like Box
0 Suggestions
0 Like Button Like website referral sources,
0 Ads diversity is good

47. How did they get here?
0 User profile
0 Stream
What’s missing can be as 0 Like Box
important as what’s here 0 Suggestions
0 Like Button Like website referral sources,
0 Ads diversity is good

48. How did they get here?
0 User profile
0 Stream
What’s missing can be as 0 Like Box
important as what’s here 0 Suggestions
0 Like Button Like website referral sources,
0 Ads diversity is good
Keep in mind the state of mind
of people arriving at your page

49. What do they want?
Seems like people
are interested in
discussing

50. What do they want?
Seems like people
are interested in
discussing
Try varying this, and
keeping track of differences

51. Did they get it?
What happened What happened
last month? this month?

52. Did they get it?
What happened What happened
last month? this month?
Look for systematic or
one time spikes & dips

53. Did they get it?
What happened What happened
last month? this month?
Look for systematic or
one time spikes & dips
This of this ratio as an
engagement metric

54. If not, why not?
1.Identify a problem/possibility
2.Form a hypothesis
3.Predict what you think will happen
4.Experiment
5.Measure your actions & results
6.Implement your findings

55. (Free) Facebook Research
this is where
the magic
happens

56. (Free) Facebook Research
this is where
the magic
happens
having a larger page can
increase advertising
effectiveness

57. Facebook Advertising
Responder
Demographics
*Facebook sent 38% of traffic to the website

58. Facebook Advertising
Responder
Demographics
*Facebook sent 38% of traffic to the website

59. Facebook Advertising
Responder
Demographics
*Facebook sent 38% of traffic to the website

62. Look for spikes

63. Look for outliers
Look for spikes

64. Look for outliers
Look for spikes Look for influencers

65. Look for outliers
Look for spikes Look for influencers
Look for engagement

66. RSS hack

67. RSS hack

68. RSS hack
Google Reader

69. Be cautious of outliers as trends,
but do experiment with timing

70. Twitter lists & Klout
Keep track of What people expect
audience segments you to tweet about

71. Twitter lists & Klout
Keep track of What people expect
audience segments you to tweet about

72. Twitter lists & Klout
Keep track of What people expect
audience segments you to tweet about

73. Track click thru rates
on Twitter

74. Lady Madonna

75. WP-Stats Plugin

76. WP-Stats Plugin
Who

77. WP-Stats Plugin
How
Who

78. WP-Stats Plugin
How
Why
Who

79. WP-Stats Plugin
How What
Why
Who

80. WP-Stats Plugin
When
How What
Why
Who

81. When you have only a few blog
subscribers, easy to keep track of
who EXACTLY they are

82. OpenSiteExplorer.org

83. OpenSiteExplorer.org
Where:

84. OpenSiteExplorer.org
Where:
Why:

85. OpenSiteExplorer.org
Where:
Why:
What:

86. Competitive Benchmarking

87. Spy on those who do have
time to measure & optimize

89. Who are these people

90. Who are these people
What are they interested in

91. Who are these people
What are they interested in
How much are they interested?

92. Other Social Networks
flowtown.com

93. this video is popular 1/2 viewers are browsing
off of YouTube 1/2 viewers are searching

95. Gives you some
measure of
impressions

96. Gives you some
measure of
impressions
How similar are
these
demographics to
your audience?

97. Look for systematic & one time
spikes & dips

98. Look for systematic & one time
spikes & dips
Interpreting who’s interested

99. Measure of
interest?

100. Less Useful
Data dump
Aggregate data
One time data
Old data
More Useful
Asking a question of your data
Making decisions with your data
Trends over time
Comparative data
add1sun

101. Q&A
http://www.devonvsmith.com/2010/07/a-social-media-measurement-plan/