Social Media Audience Reach & Competitive Intelligence Tools by Elisabeth Osmeloski of http://searchengineland.com and http://marketingland.com given at Pubcon Las Vegas 2013. Connect with us: http://marketingland.com/connect http://searchengineland.com/connect

2. @elisabethos

3. who we are

4. NEWS SOURCE
FOR THE
SEARCH & DIGITAL
MARKETING
INDUSTRY

7. BUT… STILL A SMALL TEAM
• 9 F/T editors & writers
• 5 P/T contributing editors
• 3 F/T marketing team
@MonicaWright
@beebow
@ElisabethOs
@ElisabethOs

8. perceived vs. actual
competition

9. DIRECT VS. INDIRECT
MOZ
Search
Engine
Land
SEJ
SEW
@SEengineLand

10. A DIFFERENT UNIVERSE
Read
Write
Web
The
Next
Web
AdWeek
Marketing
Land
Clickz
AdAge
DigiDay
@MarketingLand

11. so many platforms…
so little time…

12. AUDIENCE & COMMUNITY

13. ENGAGEMENT METRICS
•time spent onsite
•pages viewed per visit
•connects as a fan
•converts on other goals
@ElisabethOs

14. SOCIAL GROWTH
SearchEngineLand vs MarketingLand Social Reach
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
Jan-2009
Jan-2010
Jan-2011
SearchEngineLand
Jan-2012
Jan-2013
MarketingLand
@ElisabethOs

15. so many tools…
so little time…

16. what tools
do we use?

17. QUANTCAST

18. QUANTCAST

19. QUANTCAST

20. QUANTCAST
content
opportunities

21. QUANTCAST

22. QUANTCAST

23. QUANTCAST
content
opportunities

24. QUANTCAST

25. SOCIALFLOW

26. SOCIALFLOW

27. SIMPLY MEASURED

28. SIMPLY MEASURED

29. SIMPLY MEASURED

30. SIMPLY MEASURED

31. SIMPLY MEASURED

32. SIMPLY MEASURED
Competitive Leaderboard
All Account Avg.
Lowest Account
Leading Account
Page Fans
3,802
37
9,535
23k total engagement
ClickZ
Social Media Examiner
77k
8,424
175k
460k total fans
Engagement
DIGIDAY:
Social Media Examiner
Brand Posts
2,798
105
7,668
2.7% PTAT as % of fans
People Talking About This (PTAT)
ClickZ
Social Media Examiner
116
78
183
694 total posts
Advertising Age
Marketing Land
How does the leader compare?
Leader posts more often than average. Content is
mostly statuses and links.
Leader has 15k (9.2%) more fans than the next best
brand Social Media Today.
Leader has a 46% share of PTAT compared to a 35%
share for the second best brand Social Media Today.
Leader sends about 6.3 posts per day and gets an
average of 5.4 interactions per post.

33. SIMPLY MEASURED
Overview
How do brands compare on the most important metrics?
Fan Page Comparison: Total Engagement on Brand Posts
Relative Share of Engagement
Social Media Ex…
5.9%
5.7%
6%
5%
4%
6.0K
3.3K
3%
2%
0
37
79
997
1.0%
0.4%
1%
Engagement as % of Fans
9.5K
8.8K
Total Engagement
5.6%
3.8%
2.0K
DIGIDAY:
ClickZ
7%
8.0K
4.0K
Advertising Age
Engagement as % of Fans
12.0K
10.0K
Social Media Today
Marketing Land
Total Engagement
4%
15%
42%
0%
39%

34. SIMPLY MEASURED
Fan Page Comparison: Total Fans
Relative Share of Fans
160.1K
174.8K
180.0K
Fan Growth per Day
0.3%
100.0K
0.2%
0.2%
0.2%
0.1%
0.1%
0
9.4K
8.4K
17.4K
60.0K
20.0K
ClickZ
0.3%
0.2%
80.0K
40.0K
DIGIDAY:
2%
0.2%
89.7K
Total Fans
120.0K
Advertising Age
0.3%
160.0K
140.0K
Social Media Today
0.3%
Fan Growth
200.0K
Social Media Ex…
Marketing Land
Total Fans
2%
4%
20%
38%
0.1%
0.0%
35%

35. SIMPLY MEASURED
Fan Page Comparison: Brand Posts
Status
Link
Brand Posts Per Day
Photo
Video
Other
Social Media Ex…
2.9
200
180
Social Media Today
4.0
Brand Posts
160
140
120
Advertising Age
2.7
100
80
Marketing Land
6.3
60
40
20
DIGIDAY:
2.9
0
ClickZ
5.1

36. SIMPLY MEASURED
People Talking About This Over Time
9.0K
People Talking About This
Social Media Ex…
Social Media Ex…
8.0K
People Talking About This
7.0K
7,668
Social Media Today
Social Media Today
5,794
6.0K
5.0K
4.0K
Advertising Age
Advertising Age
Marketing Land
3.0K
2.0K
Marketing Land
388
DIGIDAY:
DIGIDAY:
1.0K
0
2,682
148
ClickZ
105
ClickZ

37. SIMPLY MEASURED
Engagement on Brand Posts
What's driving engagement for different brands?
Fan Page Engagement Comparison Over Time on Brand Posts
Fan Interactions (Likes, Comments, Posts)
MOST ENGAGING POSTS FROM PEAK
2.0K
Social Media Ex…
1.8K
1.6K
Social Media Today
1.4K
1.2K
Justin Timberlake Shows Us How Dumb We Sound When
We Use Hashtags | gizmodo.com | Justin T…
1,406 interactions, 84% of brand total for the day
Advertising Age
From 9/26/13 by Social Media Today
1.0K
800
From 9/25/13 by Social Media Examiner
Marketing Land
600
Does your #customer's emotional journey look like this?
Might be time to rethink your #bra…
DIGIDAY:
974 interactions, 83% of brand total for the day
ClickZ
400
From 9/5/13 by Social Media Today
200
0
Sorry, Mr. Clark Kent, but you never should have said yes to
your mom's friend request. | …
388 interactions, 50% of brand total for the day

38. SIMPLY MEASURED
Average Response Per Brand Post
Engagement Details Comparison
Shares per Post
Likes
51
50
31
Advertising Age
21
30
Social Media Today
22
40
Comments
Social Media Ex…
60
31
Marketing Land
0
0
0
0
1
0
1
4
0
10
4
8
20
4
Fan Interactions per Post
70
Comments per Post
62
Likes per Post
DIGIDAY:
0
ClickZ
User Posts
Shares

39. SIMPLY MEASURED
Community Health Details
How does community engagement differ across brands?
New Page Likes Comparison Over Time
Change in Fans
900
Social Media Ex…
800
Social Media Ex…
8,948
700
Social Media Today
Social Media Today
11.5K
New Page Likes
600
500
Advertising Age
Advertising Age
6,115
400
300
Marketing Land
Marketing Land
1,016
200
DIGIDAY:
0
459
ClickZ
DIGIDAY:
100
284
ClickZ
-100
GROWTH RATE PER DAY
CHANGE IN FANS PER DAY
AVERAGE GROWTH RATE
HIGHEST GROWTH RATE
AVERAGE CHANGE IN FANS
MOST FANS GAINED
All Brands
Social Media Today
All Brands
Social Media Today
0.20%
0.27%
163
396

40. SIMPLY MEASURED
User Wall Posts & Page Admin Replies
User Wall Posts
81
60%
55.6%
80
User Wall Posts
50%
70
60
40%
50
30%
40
30
20%
20
10
0
11
0
0.0%
0
0.0%
9.1%
17
10%
7
0.0%
0.0%
0%
% of User Posts Replied To
90
BRAND RESPONSIVENESS
% of User Posts Replied To
HIGHEST RESPONSE RATE
56%
Social Media Examiner
AVERAGE RESPONSE RATE
11%
All Brands

41. FEEDS & READERS

42. GOOGLE DOCS
• use spreadsheets to aggregate data from
multiple sources & tools for central data
repository
• document changes & house insight reports
• easy to share with virtual colleagues
• integrating with Google Analytics to create
custom dashboards

43. TAKEAWAYS
stay focused on just a few key
competitors, but watch for rising stars
focus on current traffic producers, use
competitive intelligence for growth
use tools that make sense for your business
but limit to avoid information overload

44. marketingland.com/connect
connect
searchengineland.com/connect