For Good Measure: Search and Social Tracking and Measurements

Liveblog

Panelists:

BlogHer Senior Community Manager Denise Tanton
BlogHer Social Media Manager Diane Lang
BlogHer Social Media Researcher Melisa Wells

(session starts with survey of the audience to see how many people use what type of tools Q&A facilitated by slides)

--Slides--

Examples of Social Media Measurement Tools
Free:
TweetReach (>50 Tweets)
Facebook Insights
Pinterest Analytics
Google Analytics
Klout

Paid:
TweetReach ($84-899)
SocialFLow ($99)
Piqora (costs vary)
Crazy Egg ($9-99)
Kred (costs vary):a clean tool to use

PINTEREST WEB ANALYTICS:
Shows Pins, pinners, repins, repinners and:
impressions: the number of times your pins appeared in feed, search or boards on the web, iOS and Android
Reach: the number of unique pl who saw your pins on Pinterest

--Q&A--

Question: Is there an option to hook up Pinterest to Kred?

Diane: Not positive but will research. My favorite social media tool is TweetReach. The free version is for users with under 50 tweets. For example: if there is a brand you want to reach out to, you track how many times you mention them. TweetReach shows how many times you reached out to the brand, how many unique users your tweet reached, how many impressions your tweet had.

Diane: These tools are important because you need these kind of numbers in order to show brands what you do and get more deals. If you are going to approach a brand, you need to back up your pitch to brands by showing what you can do and how.

Question: What is the value of paying for social measurement tools, what are your getting for what you pay?

Diane: You can have historical data, and it can be extended month to month, not a long term contract. You can increase or decrease how many different hashtags you want to track depending on your need, ex: during conferences, BlogHer will bump up the number of hashtags they track.

Question: What do you recommend is the best tool, I am currently using 4 different tools.

Diane: Depends on what you need. Google+ for a really geeky/techy/photography post, Conversations use FB, Pinterest visuals/recipes/crafty/DIY, Twitter for reach.

Denise: Go to Google Analytics, figure out where your traffic is coming from and what they do when they get to your site, and you can figure out which tools to use and which tool measures which type of content.

Diane: I do not agree with not using Twitter.

Question: I think Facebook gauge lever is pretty robust, it has more options.

Diane: You cannot get measurements on who is talking about you or where they come from. It is hard to go to your fan's pages and look at them.

Question: Are the prices for paid services per month or for year?

Denise: Per month.

Diane: The thing about tumblr is the avg audience is young, about 18-30, and microblogging is different than blogging. As I search for reposts, it is very obvious that tumblr users are very young. If you are on tumblr, do keep in mind that the majority of your audience is younger. It is easier to have success if you have a niche on Tumblr, it is very important to tag everything. If you have a random or general tumblr, you will have a much slower build.

Diane: How many of you are using PInterest analytics? For those who are using it, you do have to verify your website, it is a pretty good tool.

Question: I am interested in my search engine optimization and optimizing my reach.

Denise: Use keywords, use them in the title and use them early and often. If you want SEO stuff, email me at Denise@blogher.com.

Question: Can you talk about Google Analytics?

Denise: I really need to know where our traffic is coming from at any given time, what people are visiting when they come from those places. I spend my life in there trying to look at trends and make sure we are in the right place at the right time with the right content. I looked at the paid services, and I haven't used many of them because Google Analytics does most of it for me.

Question: CrazyEgg gives you a heat map of where they are coming from and where they are leaving.

Diane: It is very visual, and attractive. If you are a visual person, Crazy Egg is more for you. Google Analytics is spreadsheet after spreadsheet.

Denise: Have you ever tried ChartBeat, it is paid. If you have a good amount of traffic, it shows you what is performing right that second and where the traffic is coming from, where they are going, how long they spend on the page. It shows if your traffic has tanked. If you really care about real time traffic, and you want to see where a spike is coming from, it's a great tool but it can be addicting.

Question: Can you only run Chartbeat month by month or for certain campaigns?

Denise: Yes, it is a month by month service.

Question: What is a campaign, what does it do, what does it measure?

Diane: What determines a good campaign depends on each individual and the brand. From my personal experience, I just want to know that my twitter reach is growing each month in anticipation of the conference and then conference month just blows it out. Then I can take this to our ad network, and sales team, or anyone who needs to use that data. Even if you are only monitoring your local ice cream shop after you tweet about them, you show them the tweet reach, it shows them how effective you are.

Question: What do I make a campaign about?

Denise: If you are working on a brand, your campaign is about that brand. But if you are trying to develop a portfolio, I would look at the strengths on your website, collect the data, create a portfolio, show the brand this is what you can do for them around this idea, or this type of activity. Use keywords or query strings in Google Analytics. You can track very specific refers to the query strings. Look for individual URLs and determine where the traffic came from for those. You can track where the traffic came from
around certain URLS you used in a campaign. Google Analytics is keyword driven and URL driven.

Question: Where do you get the query string?

Denise: You can make it up yourself. at the end of the URL, for example write ?from=TW or some code that goes at the end of the URL.

Question: Does anyone use Pinterest Analytics?

Audience Comment: For Pinterest, you can link multiple accounts together, not boards, accounts.

Diane: Everyone needs to sign up for TweetReach, it is really an excellent tool. I can see how well a twitter chat performed that day or hour. Show what presence you have.

Question: How is TweetReach different or better than Hash tracking?

Diane: For us, the higher campaigns that we need to use, TweetReach is cheaper the higher we go but Hash Tracking is a great tool too.

--Mention Tracking--

Melisa: Why you should be using mention tracking. I mark each category we use, like BlogHer website, food conference, annual conference, and whether it is a positive, negative, or neutral mention. The extreme positive or neg mentions help us with customer service. We share these comments to the pertinent departments at BlogHer and respond as needed.

Diane: It will let you break it down and see which one of your posts create positive or negative mentions and give you demographics. If you are trying to reach out to a new set of demographics, you will see the posts that the new demographic likes.

Melisa: We use Heart Beat within the SYSOS website. Tracking here also helps with sponsors so they know what ppl are saying about them.

Denise: This is not a free tool. How many of you track refers yourself? While you are doing that, you can keep track of the people who have linked you or talked about you. This is a good place to start before you begin to buy a tool.

Question: I have trouble tracking my name, not everyone mentions my name or My blog comes up in so many different ways, need to track relevant mentions

Diane: We use certain phrases like, "going to Blogher" or "Austin" because "BlogHer" comes up in so many different ways too.

Question: I can get so bogged down in metrics, creating content begins to falter, how do you see metrics fitting in from a time management standpoint.

Diane: I set aside one day a week for reports. This has worked well for me.

Denise: I do it daily, weekly, monthly, yearly. I focus primarily on Google Analytics. I have various dashboards set up that pull the metrics I need for each type of report. This reduces the time spent clicking. I decided it is not in my best interest to spend a lot of time tracking Facebook, it does not give me what I need. It is important for us to know whether we get the right amount of traffic from Facebook, but not important for knowing reach. The tool does not give us the full picture, so why bother. If you set up a schedule and you pull the same thing every time, you get it done faster. Think about what you are going to do and prepare for that before it starts, for ex. if you are doing a redesign, set that benchmark and watch for the differences in the redesign metrics.

Diane: Bookmark everything you need and put it in a file. If you need to get to different sites, bookmark them all and file them together.

Social Oomph

Melisa: You can use this tool to see how many follows your have, their most recent tweets, you can see what your growth or loss in followers, block spammers.

Diane: About $3.99/month. Keeps our social stream clean. I don't have to watch for spammers or trouble makers.

Question: What makes analytics better in social Oomph.

Melisa: We use it to vet our followers. I see new followers and who we will follow back. We have it set on a 72 hour hold, I have 3 days to get through the list, otherwise we will follow all the users back if I have not taken action. Then we can go through an manually unfollow certain accounts.

Denise: Who is using LinkedIn? They have good analytics.

Question: How to count multiple twitter users against the same brand, or multiple websites (FB, twitter, pinterest, blog) all to be used to brands. For ex. I want to tell how many hits I get on each account.

Denise: On Google Analytics, you can combine two websites into one report by using the same Google Analytics code on multiple URLs.

Question: At least two individuals tell me you cannot implement the same code on different sites.

Denise: We have worked with another site who installed our code into their site, but I can go into Google Analytics and tease out the different metrics from each site.

Question: Where do you get these codes?

Denise: Google Analytics gives it to you.

Question: Is there a downside to using tons of keywords, do you track them long term?

Denise: I would look up keywords that I didn't expect and see why it happened. I can see if it is a past keyword and discover something like reddit referred to a post from 2010 and we may take action like posting a question related to it and see what the response it. It may resurfaced for negative or positive reasons. I may also look up keywords around holidays. Although I will remind bloggers to think about or use keywords, but i do want them to write in an honest way, we do not spend a lot of time focusing on key words. Make sure if you link to someone or an old post, make sure the old posts look right or still work. You can use keywords or tags to get
users to see related posts towards one popular post from the past, for example all Father's day posts.

Question: Are there analytic tools for VINE and Instagram?

Diane: We haven't really used these for BlogHer.

Comment: Statagram is the tool I use for Instagram.

Question: Do you have insight for putting a box for Facebook comments on your blog? Does it make impact on traffic?

Denise: We use LiveFyre. I have a love hate relationship with it. It is a good thing if you are building a traffic because the number of comments is greatly increased because comments and retweets roll into the same post. Some comments are not relevant but brands will see a high number of comments. I personally care more about conversation. We have more spam and inappropriate comments, especially from twitter,so I do have to delete those when they normally would not appear on posts.

Denise: Why do you prefer twitter over pinterest?

Comment: People like to follow people and not content on twitter.

Comment: I get more engagement on twitter. I post questions or topics on twitters and it is interest how much engagement I get.

Question: I am curious you haven't mentioned Google Plus.

Denise: What do people do with Google plus regularly?

Comment: I do hangouts, it automatically posts on youtube and you can see how many people participate live and watch your post after. you can share the link on your site and monitor that. it is a cool new way to interact with a new audience, I've made social media friends. It has not been much of a traffic driver but is a way to engage the audience. I enjoy building few relationships and looking for news that I cannot get from Twitter. Hangouts feel very intimate and the live aspect is cool and underused. You can embed the youtube into your blog right when you start the hangout so readers can watch it happen live. Google is trying to get people to use it so anyone can give you a training to get you started.

Comment: If one of your goals is to work with brands, Google Plus is the way to go.

Denise: Google likes its own products, so it is important to use other Google Products to increase SEO.

Melisa: Google+ is not quite user friendly when you first start but go check it out to see what you can do. You should have one for your personal page and one for your blog.

Question: What is on your reporting when you run one?

Diane: I do a lot of reports on the different social media outlets, hash tags, reach, unique users, and some competitive tracking.

Denise: I look at top page views, refers, which posts did FB, G+, Twitter, Pinterest, etc like? I track how many shares went to which social media outlet. I look for evergreens monthly. I assign these to someone to watch that links stay clean, editors notes are added. I watch for trends and keywords, page views of key campaigns, how many people are sharing
things from that particular area.

Comment: There is a website that will predict that at your current rate of tweeting, how many followers and unfollowers you will have. You can set a benchmark.

Melisa: My main report is heartbeat on SYSMOS, I compare reports to previous months to compare trending of mentions.

Question: What are the most efficient goals I should be setting?

Denise: Page views, unique followers, refers: who are your followers, where are they coming from, what are they looking at? TweetReach is bigger than FB reach, in my opinion.

It is time to focus on instagram, pinterest analytics.

Diane: While our traffic from twitter has declined, our traffic from Pinterest has increased a lot.

Question: Do you use Google Analytics to measure Pinterest?

Diane: Pinterest has good analytics you can use.

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