Measure your social media program for success
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In his Brands-Only Summit presentation, Scripps Networks Interactive's Chad Parizman teaches a class on how to measure your social media program. He talks about identifying what to measure, which tools to use, how to interpret the data, and how to tie it all to your key metrics.
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Measure your social media program for success
- 1. How to measure your social media program CHAD PARIZMAN SCRIPPS NETWORKS INTERACTIVE OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
- 2. HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM Chad Parizman @cparizman
- 3. @cparizman AIM / Gmail / Instagram Twitter / LinkedIn
- 4. @cparizman
- 6. @cparizman
- 8. @cparizman
- 9. @cparizman
- 10. @cparizman
- 11. @cparizman
- 12. @cparizman
- 18. HGTV.com Traffic Metrics Traffic Types and Sources Standard Traffic 25-Oct vs. Last Year MTD MTD YAG MTD vs. YAG Traffic Sources % of Visits 25-Oct vs last 4 Sat vs last year PVs/Vis % Repeat % Visits with Video % Visits with Gallery Unique Visitors 445,378 21% 8,529,282 7,167,360 19% Natural Search 41% 200,134 10% 58% 13.2 18% 7% 42% 445,378 (Adobe cookies) -15% vs last 4 Sat Visits 483,621 20% 14,041,158 13,257,271 6% Direct 22% 106,277 9% -50% 8.4 47% 10% 16% 21% vs last year Vis/UV Page Views 6,178,171 8% 164,751,584 172,488,980 -4% Email 15% 71,929 -49% 26% 13.0 46% 10% 28% Visits/UV 1.1 -1% 1.6 1.8 -11% Social Media 9% 45,865 -20% 148% 8.9 20% 1% 42% PVs/Visit 12.8 -9% 11.7 13.0 -10% Other Sites 3% 15,017 13% -84% 8.9 26% 9% 29% Repeat Visitors 32% -12% 24% 26% -9% Paid Media 5% 24,095 29% 129% 21.0 25% 8% 63% Video Traffic 25-Oct vs. Last Year MTD MTD YAG MTD vs. YAG 483,621 -15% vs last 4 Sat PVs/Vis Unique Visitors 34,989 -33% 646,488 560,022 15% 20% vs last year Video Plays 95,946 -39% 2,412,503 2,152,727 12% % Complete 52% 15% 52% 49% 7% Time Spent/Video n/a n/a n/a n/a n/a Total Video Plays - % Autoplay 88% -6% 86% 84% 2% -5% vs last 4 Sat Repeat Visitors Videos/Visit 2.6 -10% 2.6 2.8 -7% 8% vs last year (%) Overall Visits w/Video 8% -44% 7% 6% 14% n/a Visits by Device Type - Yesterday Device Type % of Visits Visits vs last 4 Sat % of PVs PVs vs last 4 Sat PVs/Vis video plays 8% Traffic by Source - 30-Day Rolling 350,000 300,000 250,000 200,000 150,000 100,000 50,000 Natural Search Direct Email Social Media Other Sites Paid Media 8% vs last 4 Sat % Video Visits Desktop/Laptop (other) 48% 233,560 -18% 50% 3,102,659 -6% 13.3 -39% vs last year Mobile Phone 30% 144,435 -14% 25% 1,519,334 -4% 10.5 Content Consumed - Desktop Tablet Browsers - Top 5 Tablet 22% 104,486 -11% 25% 1,544,406 -3% 14.8 % of PVs Page Views vs last 4 Sat PVs/Vis Visits vs last 4 Sat Bounce Rate 82% 3,821,196 1% 29.0 131,888 5% 21% Visits by Device - Rolling 30 Days 9% 399,132 127% 3.4 117,602 90% 12% 3% 119,861 -2% 1.8 67,417 1% 65% 2% 95,695 -23% 1.8 53,371 -23% 22% 1% 27,515 0% 1.5 17,833 -2% 32% % of PVs Page Views vs last 4 Sat PVs/Vis Visits vs last 4 Sat Bounce Rate 38% 1,761,608 29% 8.8 201,188 62% 23% 25% 1,151,922 -9% 55.3 20,846 -5% 31% 15% 674,850 -10% 13.0 51,926 -8% 35% 12% 549,121 168% 18.5 29,611 41% 34% 2% 110,585 -4% 4.6 24,300 12% 31% topic decorating designers_portfolio rooms outdoors on_tv Site Sections Content Consumed - Mobile Phones Browsers - Top 5 % of PVs Page Views vs last 4 Sat PVs/Vis Visits vs last 4 Sat Bounce Rate 500,000 450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 Desktop/Laptop (Other) Mobile Phone Tablet Video Engagement by Device Type - Yesterday 78% 1,189,279 3% 21.3 55,892 8% 30% Device Type % of Vid. Vis. Video Visits vs last 4 Sat % of all Visits % of Vid. Plays Plays vs last 4 Sat Vid/Vis 7% 111,577 12% 2.6 42,790 14% 36% Desktop/Laptop (other) 87% 31,906 26% 6.6% 88.7% 11% 2.7 6% 97,782 195% 3.2 30,990 133% 24% Mobile Phone 4% 1,310 -23% 0.3% 2.1% -30% 1.5 4% 54,434 -14% 2.6 20,853 -19% 32% Tablet 10% 3,582 -15% 0.7% 9.1% -12% 2.5 1% 15,479 -8% 1.9 8,162 -6% 39% 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 Last Year This year EOM Projection Page Views - MTD Site Sections % of PVs Page Views vs last 4 Sat PVs/Vis Visits vs last 4 Sat Bounce Rate Video Visits by Device - Rolling 30 Days 48% 733,778 28% 8.8 83,682 55% 29% 21% 313,334 -8% 12.5 25,093 -7% 35% 14% 207,529 133% 16.1 12,856 32% 30% 8% 119,671 -12% 24.8 4,821 -13% 31% 3% 38,438 -20% 3.5 10,981 8% 54% % of Visits 25-Oct vs last 4 Sat Avg PV/Vis % Repeat Visitor Site Sign-In 0% 2,033 -21% 13.5 73% 100% 481,588 -15% 12.8 12% Not Logged In 20% Engagement % of Visits 25-Oct vs last 4 Sat Comments Rate My Space Social Shares Depth on Site % of Visits 25-Oct % of Vis Pt Change vs last 4 Sat 62% 300,769 -2% Pts 17% 80,553 2% Pts 250 200 150 100 50 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 Desktop/Laptop (other) Mobile Phone Tablet Video Plays - MTD Photo Gallery Views - MTD Yesterday PVs by Hour Yesterday Video Plays and Gallery Views - By Hour 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 Last Year - Video MTD - Video EOM Projection Strat Plan Report Data Definitions: https://wiki.scrippsnetworks.com/x/zJxQB October 25, 2014 16% Logged In Consuming 5+ PVs % of Vis Pt Change 24% Pts -5% Pts New Registrations Consuming 1 PV vs Last Year 5+ PV Visits w/o Ph. Gal. Visit n/a n/a n/a 1.1 n/a -100% n/a MTD vs Budget n/a 32% n/a n/a -26% rooms outdoors page views *EOM Projection displays after Day 3 Source: Adobe Analytics 6,178,171 Key Measures unique visitors visits 12.8 95,946 Unique Visitors* - MTD section topic vs Last Year Page Types photo-gallery text article section on_tv Page Types photo-gallery article text decorating MTD vs Budget n/a 2843% 3% 56% designers_portfolio 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 Millions Last Year This Year EOM Projection Strat Plan 500,000 450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 last 4 Saturdays 10/25/2014 12 AM 4 AM 8 AM 12 PM 4 PM 8 PM - 9/25 9/27 9/29 10/1 10/3 10/5 10/7 10/9 10/11 10/13 10/15 10/17 10/19 10/21 10/23 10/25 0 9/25 9/27 9/29 10/1 10/3 10/5 10/7 10/9 10/11 10/13 10/15 10/17 10/19 10/21 10/23 10/25 - 9/25 9/27 9/29 10/1 10/3 10/5 10/7 10/9 10/11 10/13 10/15 10/17 10/19 10/21 10/23 10/25 450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 - 7,000 6,000 5,000 4,000 3,000 2,000 1,000 - 12 AM 4 AM 8 AM 12 PM 4 PM 8 PM Photo Gallery Total PVs Video Plays Yesterday's Gallery Views Yesterday's Overall PVs Yesterday's Video Plays - 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 Last Year - Views MTD - Views EOM Projection 140,000,000 120,000,000 100,000,000 80,000,000 60,000,000 40,000,000 20,000,000 - 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31
- 19. @cparizman
- 21. @cparizman • Huge reports with tiny writing • Distributions to 50+ employees • Every KPI for every platform • Automating reports • Relying on other people • Data without analysis
- 22. @cparizman
- 23. @cparizman
- 24. @cparizman
- 25. • Analysts are your best friends • Combine sources in unique ways • Different reports for different teams @cparizman
- 26. • 271 Facebook posts drove: 16.1M PVs 712k Visits for 22.6 PV/V • 105 Facebook posts drove: 427k PVs 64k Visits for 6.7 PV/V • 20 Facebook posts drove: 6,233 PVs 374 Visits for 16.7 PV/V • 44 Facebook posts drove: 581 PVs 66 Visits for 8.8 PV/V • 104 Facebook posts drove: 24k PVs 2.8k Visits for 8.5 PV/V • 64 Facebook posts drove: 72k PVs 31k Visits for 2.3 PV/V @cparizman
- 27. Page Views # Posts Number of Posts vs Page Views from Posts Last 18 months - HGTV @cparizman
- 28. • Social Media traffic to the Home sites continues to rise due to both increased posts from our accounts as well as organic growth of social networks. • Social page views to HGTV.com increased 254% during the first 7 months of 2014 while SEO dropped 10% and Direct fell 31% • Social page views to DIYNetwork.com increased 145% during the first 7 months of 2014 while SEO increased 32% and Direct fell 12% @cparizman
- 29. @cparizman
- 32. @cparizman
- 33. @cparizman
- 34. @cparizman
- 35. • Analysis needed, not requested • Meet regularly to review • Showcase social listening @cparizman
- 36. SOCIAL VISITS PVs Visits • Social now drives more traffic to Food sites than Email • Social will drive more traffic to Home sites than Direct in 2015 based on current rates @cparizman
- 37. • Analysis needed, not requested • Meet regularly to review • Showcase social listening @cparizman
- 38. • Social Media drove: 2.7M Page Views (5.1%) 422k Visits (6.3%) w/ 6.4 PV/V 16k Video Plays (1.4%) • 105 Facebook posts reached 5.7M users w/ 12.2M impressions 354k engagements • 152 Tweets w/ 1.4k RTs and 1.9k Favs • 352 Pins w/ 34.3k Repins and 6k Likes • 48 Instagram posts w/ 12.7k Likes and 334 Comments @cparizman
- 39. • Analysis needed, not requested • Meet regularly to review • Showcase social listening @cparizman
- 40. @cparizman
- 41. @cparizman
- 42. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014