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Social Media Analytics for
Interior Design Bloggers
Marshall Sponder
CEO of WebMetricsGuru INC
Faculty Lecturer - Zicklin ...
What this presentation will cover
A new approach to Social Media Analytics for
Interior Designers desiring to benchmark th...
design-bloggers-conference.com 3
Introduction &
Measurement Methods
About Me:
Teach:
Baruch College :
http://www.baruch.cuny.edu/directory/detail.jsp?oid=204506620
Rutgers University: http:/...
Some of what I teach at @Zicklin School of Business
Web Analytics (Adobe
& Google Analytics)
Viral Media Analytics
Social ...
Created a popular course at Rutgers University,
offered since 2012 @ Mason Gross School of the
Arts (online)
The Analytics Selfie first iteration turned out to
be based on my RUTGERS online course.
Defining and Using Key Performance Indicators (KPIs)
design-bloggers-conference.com 8
Interior Designers
have more than
on...
Social Media takes place across many devices, channels and
“sessions”, easier to measure awareness than attribution.
Are your KPIs Actionable?
When a KPI for your Interior Design Business quickly
moves up or down you will/would do what? ……...
Defining Your KPIs (what/why/how many)
• How are we doing today? (what/why) (need 3-5
KPIs) – 10 is probably too many. Ann...
12
1. Increase website visitors
Your Biz/Enterprise goal(s)
2. Win Interior Design Awards 3. Six months
Timeframe
4. Wealt...
2. Balance the areas
of strength and
weaknesses,
strategize what will
improve Business
Presence
3. Actualize
on a pilot
ba...
• Free Social Media tools provide good enough reporting of basic social
media metrics.
• The biggest issue with social med...
design-bloggers-conference.com 15
Blogs (domain
Score)
Videos (Pixability
Score)
Twitter (Social
Authority Score)
Facebook...
How Does an Interior Designer’s
Online Presence impact their business visibility?
• Blogging has traditionally been the fo...
Created an approach called “the Analytics Selfie” to
generate soft assessments on anyone’s online presence
and get the 100...
Methodology
Each Dimension of Online Presence is rated on a scale of 0-5
then is normalized and visualized at once, in a R...
Designer is doing well with its website and SEO, but could expand on Instagram, be
more responsive on Facebook, increase t...
The Selfie Diagrams show not only where online presence is
strong or lacking, but the audiences that are being reached, or...
Each Social Media Channel has its own unique
audience demographics to connect with
Source: http://www.slideshare.net/mmmso...
The
opportunity
for building
audience
online that
can lead to
Interior
Designer
Contract
work has
never been
greater
Socia...
Example Readout
design-bloggers-conference.com 23
The assessment
of Roulette
Intermedium (the
Facebook Page of
a performan...
At Baruch we developed the selfie approach to profile the
strength of anyone’s online marketing presence over time.
Changes
over time
are much
easier to
see and
act on
when
visualized
in this
way.
design-bloggers-conference.com 26
Benchmarking
Interior Designer Online Presence
Running the Assessment on Interior
Design Bloggers Hall of Fame inductees
Category: Best Overall Design Blog:
•Paloma Cont...
Running the Assessment on Interior
Design Bloggers Hall of Fame inductees
•Category: Best Design Blog Graphics,
Photograph...
Email
Traffic
Direct (no
referrer)
Programmatic
Interior Designer Social Media Presence involves
attracting and leveraging...
design-bloggers-conference.com 30
Measuring Change over
Time is the best way to
use Analytics in Social
Media, because it ...
6 Case Studies using the Analytics Selfie
for ID social media measurement
design-bloggers-conference.com 31
design-bloggers-conference.com 32
Paloma Contreras, La Dolce Vita
http://www.similarweb.com/website/ladolcevitablog.com
Is...
design-bloggers-conference.com 33
Tobi Fairley, Tobi’s Blog
http://www.similarweb.com/website/tobifairley.com
Issue Soluti...
design-bloggers-conference.com 34
Stacy Bewkes, Quintessence
http://www.similarweb.com/website/quintessenceblog.com
Issue ...
design-bloggers-conference.com 35
Design Chic Beth Woodson & Kristy Woodson Harvey (Low scores on LinkedIn and Facebook)
h...
design-bloggers-conference.com 36
Cassandra LaValle, coco+Kelley (developed Pinterest but not Instagram)
http://www.simila...
design-bloggers-conference.com 37
Grace Bonney, Design Sponge (did well with Instagram but not Pinterest)
http://www.simil...
Additional Interior Design Case Studies
•Timothy Corrigan
•Design Tripper
design-bloggers-conference.com 38
design-bloggers-conference.com 39
Timothy Corrigan, timothy-Corrigan.com (no visual social media)
http://www.similarweb.co...
design-bloggers-conference.com 40
Jennifer Boles - A Peak of Chic (failed to develop Visual Social Media)
http://www.simil...
Composite Analytics Selfie
design-bloggers-conference.com 41
• DesignSponge knocks
it out of the park on
SEO and Instagram...
Learnings from the Case Studies
• Pinterest is the single most important factor in driving relevant
traffic to Designer we...
Next Steps
design-bloggers-conference.com 43
If your willing to invest in Web Analytics,
whilst linking it to social media and geo-
location, you can hyper-charge and
...
You can track Social Media in exact locations
and even in real time
We can view the clickstream of the physical and cultural world
much as we could in Web Analytics
Converged web visit data with Zip code and
Neighborhood data, (via Unique variables set up in Web
Analytics).
Converged web
visit data with
Zip code and
Neighborhood
data, (via
Unique
variables set up
in Web
Analytics).
Converged web visit data with Zip code and Neighborhood data,
(via Unique variables set up in Web Analytics).
Resources
• SEO for Interior Designers
• Social Media Resources for Interior Designers
• Websites for Interior Designers
d...
Thank You!
Marshall Sponder, CEO
@webmetricsguru
Lecturer - Zicklin School of Business
Baruch College
Marshall.sponder@bar...
BACKUP
design-bloggers-conference.com 52
Social Media Benchmarking Metrics & Free tools used at the Zicklin School
of Business and Rutgers University for benchmark...
Social Media Benchmarking Metrics & Free tools used at the Zicklin School
of Business and Rutgers University for benchmark...
To Sum up - Return on Investment can be measured in
several ways.
Caveat: ROI for Social Media had been hotly debated and ...
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Dbc 2015 analytics for design bloggers -final

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Here is my presentation to the Design Bloggers Conference that is taking place in Atlanta, GA on Feb 25th - 27th, 2015.

I was originally going to present this in person but it will be delivered remotely as a last minute circumstance arose that made it necessary for me to postpone attending.

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Dbc 2015 analytics for design bloggers -final

  1. 1. Social Media Analytics for Interior Design Bloggers Marshall Sponder CEO of WebMetricsGuru INC Faculty Lecturer - Zicklin School of Business and Adjunct Instructor - Rutgers University design-bloggers-conference.com 1
  2. 2. What this presentation will cover A new approach to Social Media Analytics for Interior Designers desiring to benchmark their own growth and progress in Social Media. • Introduction and Measurement Methods • Case Studies assessing Interior Designer online presence • Takeaways design-bloggers-conference.com 2
  3. 3. design-bloggers-conference.com 3 Introduction & Measurement Methods
  4. 4. About Me: Teach: Baruch College : http://www.baruch.cuny.edu/directory/detail.jsp?oid=204506620 Rutgers University: http://www.masongross.rutgers.edu/content/marshall Write: ClickZ: http://www.clickz.com/author/profile/2854/marshall-sponder Blog: http://webmetricsguru.com/ CMSWire: http://www.cmswire.com/author/marshall-sponder/ Book: http://www.amazon.com/Social-Media- Analytics-Effective- Interpreting/dp/0071824499/ref=reader_auth_ dp
  5. 5. Some of what I teach at @Zicklin School of Business Web Analytics (Adobe & Google Analytics) Viral Media Analytics Social Media Analytics SEO/SEM, Email Marketing, etc. Programmatic (MediaMath)/trading desk Audience Analytics (Comscore) DIGITAL PROGRAM
  6. 6. Created a popular course at Rutgers University, offered since 2012 @ Mason Gross School of the Arts (online)
  7. 7. The Analytics Selfie first iteration turned out to be based on my RUTGERS online course.
  8. 8. Defining and Using Key Performance Indicators (KPIs) design-bloggers-conference.com 8 Interior Designers have more than one goal, however, Social Media is historically most effective for CREATING AWARENESS Increased Awareness can lead to higher lead generation, interior design consults, and so on – social media assists these goals, but full attribution has been lagging.
  9. 9. Social Media takes place across many devices, channels and “sessions”, easier to measure awareness than attribution.
  10. 10. Are your KPIs Actionable? When a KPI for your Interior Design Business quickly moves up or down you will/would do what? …….. • Example: If Pinterest visits to my ID blog go down I would (1- check website, 2 – increase Pinterest marketing activities, etc.) • Example: If Facebook Shares on a product or service post were to go UP quickly I would (1- understand why customers are responding to and 2 – ensure I have the enough of the product/service available, etc.) Note: Many businesses, while interested in Social Media, are not positioned to take any action for a variety of reasons. In this instance, the data would be considered “NOT ACTIONABLE” – though the cause may or may not be related to the “DATA” being collected.
  11. 11. Defining Your KPIs (what/why/how many) • How are we doing today? (what/why) (need 3-5 KPIs) – 10 is probably too many. Annotations help (can do this in both Adobe and Google Analytics). • The more that you can tie your Interior Design business data to your web data, the more the resulting information will be actionable.
  12. 12. 12 1. Increase website visitors Your Biz/Enterprise goal(s) 2. Win Interior Design Awards 3. Six months Timeframe 4. Wealthy Homeowners 5. Civic Foundations 6. Residential Architects Audiences (specify demographics when available) 8. Atlanta GA area Location(s) 8. Change website design 9. Update website functioning 13. Increase social media presence 10. Make “contact us” link more visible 11. Create alumna page 12. Make “subscribe” button more visible Tactics (How are you going to do it) – can also be program names or digital channels 18. Search engine traffic 19. Page depth/duration 20. Conversion rates 21.Social media presence Key Performance Indicators (KPIs) 14. Increase online presence 15. Increase engagement 16. Increase applications 17. Increase donor pool Key Business Requirements (KBRs) 7. Donors Chart out a Online Marketing Plan to achieve Success in your chosen goals
  13. 13. 2. Balance the areas of strength and weaknesses, strategize what will improve Business Presence 3. Actualize on a pilot basis, points 1 and 2 4. Deploy findings, test and then, automate 5. Refine, periodically re- examine, re-pilot and re-deploy as needed. 1. Use Analytics Selfie to benchmark current presence Interior Designers should develop an “Iterative” Process to improve their Social Media Online Presence
  14. 14. • Free Social Media tools provide good enough reporting of basic social media metrics. • The biggest issue with social media metrics are missing or inadequate frameworks that provide meaning and context to the data. • At the Zicklin School of Business we developed a basic set of metrics and methodology that can be used to profile almost ANY web presence, to prod growth and improvement whilst recording web presence over time. design-bloggers-conference.com 14 How to collect Key metrics for measuring social media performance
  15. 15. design-bloggers-conference.com 15 Blogs (domain Score) Videos (Pixability Score) Twitter (Social Authority Score) Facebook Pages (Likelyzer Score) LinkedIn (Connections or Followers) SEO (SEMRush Rank) Instagram (Followers) Pinterest (PinAuthority Score) Local Visibility (Nibbler Score ) Overall Website (Nibbler Score) Ten Dimensions examined for The Analytics Assessment
  16. 16. How Does an Interior Designer’s Online Presence impact their business visibility? • Blogging has traditionally been the foundation of online presence, yet our assessment goes beyond blogging and covers 10 dimensions of social media activity (see previous slide). • Other online channels important for Design Bloggers are specialty social networks (Houzz), private social channels (Snapchat) and modes of online behavior (Viral Lift and Word of Mouth) will be built into a future version of this assessment. design-bloggers-conference.com 16
  17. 17. Created an approach called “the Analytics Selfie” to generate soft assessments on anyone’s online presence and get the 1000 foot view of it. Refer to ClickZ article detailing how the following charts are generated
  18. 18. Methodology Each Dimension of Online Presence is rated on a scale of 0-5 then is normalized and visualized at once, in a Radar Chart. design-bloggers-conference.com 18
  19. 19. Designer is doing well with its website and SEO, but could expand on Instagram, be more responsive on Facebook, increase the social sharing of its videos and increase its following on Twitter. Each increase of a dimension brings further opportunities Sample Interpretation - Charting Online Presence
  20. 20. The Selfie Diagrams show not only where online presence is strong or lacking, but the audiences that are being reached, or not, though that presence. Source: http://www.snydergroup inc.com/2014-stats- comparison-top-6-social- media-platforms- infographic/
  21. 21. Each Social Media Channel has its own unique audience demographics to connect with Source: http://www.slideshare.net/mmmsocialmedia/social-media-marketing-for-musicians-35271915
  22. 22. The opportunity for building audience online that can lead to Interior Designer Contract work has never been greater Social Media/Digit al Channel Web Audience (ComScore, 10/2014) Notes Twitter (great for “awareness”) 34.8 million UV Approximately 14 million UV is interested in Performing Arts and Music, though Performing Arts alone is very Niche (120K). About 1/3 of this audience cross visits Tumblr, GoodReads, DevientArt, Glassdoor, Pinterest and LinkedIn, while almost everyone who has a Twitter account also has a Facebook account they visited that month. Facebook (great for Engagement) 131 million UV About 650,000 people monthly are interested in Arts and Culture. Essentially, perhaps half the monthly visitors have some interest in Art and Music. About 34% of the audience also cross visits LinkedIn, Pinterest and Google+, etc. LinkedIn (great for business networking) 48.4 million UV While LinkedIn has over 300 million users, the interaction (and speaking only of the United States in this context) is much less, with around 48 million, and less than 100,000 people who are specifically Arts/Music based. The audience is certainly larger than this – but use LinkedIn to get new professional work, possibly new gigs.
  23. 23. Example Readout design-bloggers-conference.com 23 The assessment of Roulette Intermedium (the Facebook Page of a performance venue located in Brooklyn, NY) is a “2” out of “5” based on the rating scale in the previous slide. Note: The assessment scores can change over time, which is one reason to record and compare them.
  24. 24. At Baruch we developed the selfie approach to profile the strength of anyone’s online marketing presence over time.
  25. 25. Changes over time are much easier to see and act on when visualized in this way.
  26. 26. design-bloggers-conference.com 26 Benchmarking Interior Designer Online Presence
  27. 27. Running the Assessment on Interior Design Bloggers Hall of Fame inductees Category: Best Overall Design Blog: •Paloma Contreras, La Dolce Vita •Tobi Fairley, Tobi’s Blog •Stacy Bewkes, Quintessence Date of Assessment: 2/11/15 design-bloggers-conference.com 27
  28. 28. Running the Assessment on Interior Design Bloggers Hall of Fame inductees •Category: Best Design Blog Graphics, Photography, & Presentation: • Design Chic, Beth Woodson and Kristy Woodson Harvey • Cassandra LaValle, coco+kelley • Grace Bonney, Design Sponge design-bloggers-conference.com 28
  29. 29. Email Traffic Direct (no referrer) Programmatic Interior Designer Social Media Presence involves attracting and leveraging many sources of web traffic design-bloggers-conference.com 29 Social Media Traffic/Content Organic and Paid Search Engine Traffic GeoSocial - Mobile SoLoMo
  30. 30. design-bloggers-conference.com 30 Measuring Change over Time is the best way to use Analytics in Social Media, because it is actionable. There are no absolutes, only relative progress or the lack, thereof.
  31. 31. 6 Case Studies using the Analytics Selfie for ID social media measurement design-bloggers-conference.com 31
  32. 32. design-bloggers-conference.com 32 Paloma Contreras, La Dolce Vita http://www.similarweb.com/website/ladolcevitablog.com Issue Solution > Images Low text/metadata impacts search traffic < Twitter Social Authority on Twitter is low – impacting how likely La Dolce Vita will be retweeted / followed < Facebook Page is not interactive enough – lots of money on the table not being picked up. < SEO Content is not being created with SEO in mind, searches are mostly branded. EST Social Media Referrals
  33. 33. design-bloggers-conference.com 33 Tobi Fairley, Tobi’s Blog http://www.similarweb.com/website/tobifairley.com Issue Solution < Video Failed to develop a viable video presence < Facebook Page isn’t interactive and not enough photos are being posted. < Visual SM should be stronger here, esp. for an interior designer – everything is so visual < Local SEO Address not posted on local directories, Yelp, Google/Yahoo, etc. EST Social Media Referrals
  34. 34. design-bloggers-conference.com 34 Stacy Bewkes, Quintessence http://www.similarweb.com/website/quintessenceblog.com Issue Solution + Video YouTube Channel is pretty well set up < Facebook Page isn’t interactive and not enough photos are being posted. < Visual SM Pinterest channel has a low number of followers, Instagram OK, but could improve. < Local SEO Address not posted on local directories, Yelp, Google/Yahoo, etc. EST Social Media Referrals
  35. 35. design-bloggers-conference.com 35 Design Chic Beth Woodson & Kristy Woodson Harvey (Low scores on LinkedIn and Facebook) http://www.similarweb.com/website/mydesignchic.com Issue Solution - Video No YouTube Channel – should create one < Facebook Page isn’t interactive and not enough content is posted. - LinkedIn No LinkedIn Channel – should make one < Local SEO Address not posted on local directories, Yelp, Google/Yahoo, etc. < Visual SM Low Instagram followers and not much Pinterest EST Social Media Referrals
  36. 36. design-bloggers-conference.com 36 Cassandra LaValle, coco+Kelley (developed Pinterest but not Instagram) http://www.similarweb.com/website/cocokelley.com Issue Solution - Video No YouTube Channel – should create one < Facebook Page isn’t interactive and not enough content is posted. - LinkedIn No LinkedIn Channel – should make one < Local SEO Address not posted on local directories, Yelp, Google/Yahoo, etc. - Visual SM Almost 0 presence on Instagram and lower than average presence on Pinterest. EST Social Media Referrals
  37. 37. design-bloggers-conference.com 37 Grace Bonney, Design Sponge (did well with Instagram but not Pinterest) http://www.similarweb.com/website/designsponge.com Issue Solution + Video Strong YouTube Channel < Facebook Users can not post to the page and the page is not engaging enough. - LinkedIn LinkedIn is surprisingly low in the number of followers to the company page. < Local SEO Address not posted on local directories, Yelp, Google/Yahoo, etc. - Pinterest lower than average presence on Pinterest. EST Social Media Referrals
  38. 38. Additional Interior Design Case Studies •Timothy Corrigan •Design Tripper design-bloggers-conference.com 38
  39. 39. design-bloggers-conference.com 39 Timothy Corrigan, timothy-Corrigan.com (no visual social media) http://www.similarweb.com/website/timothy-corrigan.com Issue Solution + Blog Strong Domain Score < Facebook Users can not post to the page and the page is not engaging enough. - YouTube No YouTube Channel < Local SEO Address not posted on local directories, Yelp, Google/Yahoo, etc. - Pinterest lower than average presence on Pinterest. EST Social Media Referrals
  40. 40. design-bloggers-conference.com 40 Jennifer Boles - A Peak of Chic (failed to develop Visual Social Media) http://www.similarweb.com/website/thepeakofchic.blogspot.com Issue Solution + Blog Strong Domain Score < Facebook Users can not post to the page and the page is not engaging enough. - YouTube No YouTube Channel < Local SEO Address not posted on local directories, Yelp, Google/Yahoo, etc. - Pinterest lower than average presence on Pinterest. EST Social Media Referrals
  41. 41. Composite Analytics Selfie design-bloggers-conference.com 41 • DesignSponge knocks it out of the park on SEO and Instagram. With their group blog and several columns, the get much more traffic than any of the others. • Most ID have not done any Local Search Optimization, or SEO, in general. • Most ID have not put enough attention into their Facebook pages.
  42. 42. Learnings from the Case Studies • Pinterest is the single most important factor in driving relevant traffic to Designer websites/blogs. • Most Interior Designers have superior networking skills (out of necessity) and most have strongly developed LinkedIn profiles, which isn’t the case with Fashion Designers, et al. • SEO is usually poor in most Interior Designer blogs; there is often not enough text, and its not optimized to drive traffic to the website/blogs. • While most Interior Designers have regional clients, they all seem to have forgotten to put their local addresses prominently on their websites and communications. design-bloggers-conference.com 42
  43. 43. Next Steps design-bloggers-conference.com 43
  44. 44. If your willing to invest in Web Analytics, whilst linking it to social media and geo- location, you can hyper-charge and better leverage your social media outreach design-bloggers-conference.com 44
  45. 45. You can track Social Media in exact locations and even in real time
  46. 46. We can view the clickstream of the physical and cultural world much as we could in Web Analytics
  47. 47. Converged web visit data with Zip code and Neighborhood data, (via Unique variables set up in Web Analytics).
  48. 48. Converged web visit data with Zip code and Neighborhood data, (via Unique variables set up in Web Analytics).
  49. 49. Converged web visit data with Zip code and Neighborhood data, (via Unique variables set up in Web Analytics).
  50. 50. Resources • SEO for Interior Designers • Social Media Resources for Interior Designers • Websites for Interior Designers design-bloggers-conference.com 50
  51. 51. Thank You! Marshall Sponder, CEO @webmetricsguru Lecturer - Zicklin School of Business Baruch College Marshall.sponder@baruch.cuny.edu Now.seo@gmail.com
  52. 52. BACKUP design-bloggers-conference.com 52
  53. 53. Social Media Benchmarking Metrics & Free tools used at the Zicklin School of Business and Rutgers University for benchmarking . Chanel Metric 3rd Party Tools Used Limitations (caveat) Domain Score Blog Analyzer http://www.webseoanalytics.com/free/seo- tools/blog-analyzer.php Public hosted Tumblr and WordPress can be reported instead of blog url. Could use Videos Pixability Score Pixability Grader http://www.onlinevideograder.com/grader/ Only works for YouTube Channels Twitter Social Authority Followerwonk https://followerwonk.com/ (Social Authority https://followerwonk.com/social-authority) Fragmented and shallow metrics make it imperative to look past followers. Facebook Likealyzer Score Likealyzer www.likealyzer.com/ Works on Facebook Business pages only LinkedIn Connections OR followers LinkedIn number of Connections (personal pages) or number of followers (Business Pages) None, but LinkedIn other provides priority metrics for paid customers. SEO SEMRANK rank score SEMRush http://www.semrush.com/info/ The SEMRush rating of the websites' popularity based on organic traffic coming from Google's top 20 organic search results. Sampled and estimated data. Instagram Instagram followers Instagram’s followers is what is used for this metric because there is no overall score for Instagram produced by a free platform tool. Depending on your goal(s), other metrics may be more important than followers. Pinterest PinAuthority rank pinauthority.com Ranks each Pinterest account Depending on your goal(s), other metrics may be more important than PinAuthority rank. Local Search Listings Nibbler Local Presence Score Nibbler produces several metrics including local search directory visibility http://nibbler.silktide.com Local visibility does not include check in – geolocation data which we left out for now. Overall Web Presence Nibbler Score Nibbler produces an overall website score that factors in several factors - http://nibbler.silktide.com/en_US Free version of Nibbler only looks at 5 pages of your website (not sure which 5 it chooses). design-bloggers-conference.com 53 Blogs
  54. 54. Social Media Benchmarking Metrics & Free tools used at the Zicklin School of Business and Rutgers University for benchmarking Metric Explanation Why its Used in the Assessment Domain Score Measures the importance of a domain on a logarithmic scale from 0 to 100. Domain Score is a composite metric that SEOs use to gauge the health of a website for SEO purposes. Pixability Score Measures how well video is being used on a website along with how effective your YouTube channel is. Most online videos run on YouTube and Pixability has one of the few tools that accesses them. Social Authority Social Authority is a 1 to 100 point scale that measures a user's influential content on Twitter. Imperative to look past followers and adopt qualitative metrics, SA being one of them. Likealyzer Score Measures the potential and effectiveness of your Facebook Pages by evaluating posting and other Facebook page metrics. A good diagnostic and scoring tool for Facebook pages though it does not analyze personal pages. Connections OR followers LinkedIn has connections for personal pages and followers for business pages. LinkedIn has a lot of metrics, but most are not free while our metric is free. SEMrush rank score The SEMrush rating of the websites' popularity based on organic traffic coming from Google's top 20 organic search results. Free tool that does a decent job of measuring organic SEO effectiveness. Instagram followers Instagram followers is a popularity metric the measures the size of your community on this platform. None of the free or paid tools provide an Instagram effectiveness score, so we just use followers. PinAuthority rank PinAuthority provides statistics of Pinterest usage and influence. PinAuthority is the only tool that provides a metrics score for a Pinterest account and its free. Nibbler Local Presence Score Measures the local address listings for the business is found in all of the directories we tested such as Foursquare, Yahoo and Google Local, Yelp. Hard to score local check-in or listings but needed a local score, so we selected this metric. Nibbler Score The overall score on several assessments that Nibbler provides There are a couple of website graders and we liked Nibbler’s breakdown the best. design-bloggers-conference.com 54
  55. 55. To Sum up - Return on Investment can be measured in several ways. Caveat: ROI for Social Media had been hotly debated and debunked. design-bloggers-conference.com 55 METRICS TYPE METRICS and possibly, Key Performance Indicators (according to your goals and possible Use Case) Best Uses (and where to find the data) Raw Metrics (diagnostic) I.E:, Pageviews, visits, shares, bounce rate, time spent, number of shares, likes, views, etc. Campaign Measurement (Web Analytics). Visibility Metrics (Do they see us?) I:E:, SERPs, Facebook Fans/Followers, Twitter Followers, YouTube Channel Subscribers, YouTube views, YouTube Video Shares, LinkedIn connections, LinkedIn Company Followers, Instagram Followers, Pinterest Re-Pins, Local Directory Listings, etc.) Public Relations / Audience awareness (individual channel analytics OR analytics platforms with API access to the same). Business Metrics (Financials) $$ I:E:, Client Inquiries, Client Bookings, Financials, Profit/Loss, Financial Return on Investment, etc. Line of Business, (Cognos, Salesforce, etc.) Offline Metrics (circulation) I:E:, House viewings, out door advertising, trade advertising, print advertising, newspaper ads, conference presence, etc. Business Offline, manually collected and Tabulated. SoLoMo Metrics (presence – context) I:E:, Number of devices detected (heat map), check-in data, Wi- Fi hotspot data, iBeacons, NFC, etc. Mobile - collection of these metrics are in proprietary mobile analytics platforms. Marketing Metrics (Persuasion) I:E:, Email subscribers, email leads, email bounces, Programmatic- Impressions, Paid Search Impressions, Re- Targeting, Demographic and Psychographic targeting, etc. Branding and Engagement (found in various Marketing Analytics platforms). Social / Viral (advocacy) I:E:, Viral Lift, Word of Mouth, Recommendations, Referrals Relationship Building (Social Media / Opinion based platforms)

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