Brandwatch Masterclass: Metrics That Matter
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The document discusses various metrics that can be used to measure social media performance. It describes metrics like Impact Score, which measures how much a social post has been seen and shared; Twitter metrics like retweets, followers, and influence; page type categorization; website visitor metrics from Google; MozRank and backlinks for SEO measurement; net sentiment analysis; and number of people talking about a page on Facebook. The goal is to cut through noise and tell a story with meaningful metrics.
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Brandwatch Masterclass: Metrics That Matter
- 1. Metrics That Matter Brian Stump brianst@brandwatch.com | Tel: 347 834 9708 May 2014
- 2. Agenda © 2014 Brandwatch | www.brandwatch.com 2 – Our Metrics – Cutting through the noise – Telling a story
- 3. 3 Metrics © 2014 Brandwatch | www.brandwatch.com
- 4. Metrics 4 • Impact Score • Twitter Metrics • Page Type • Site Visitor Metrics • MozRank • Backlinks • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com
- 5. Metrics 5 • Impact Score – Score given to mentions, authors, and sites that reflect how much it has been seen and shared. – Comprised of 2 factors: • How much potential a mention has to be seen • How much a mention has been viewed, shared, or retweeted. – The Impact metric is still in beta, and, as such, we would love your feedback! • Twitter Metrics • Page Type • Site Visitor Metrics • MozRank • Backlinks • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com
- 6. Metrics 6 • Impact Score • Twitter Metrics – Retweets – Reach Score – Tweets – Following – Followers – Influence – Impressions – Outreach – User Role – Verification – Account Type – Gender – Profession – Interest – Author Location • Page Type • Site Visitor Metrics • MozRank • Backlinks • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com
- 7. Metrics 7 • Impact Score • Twitter Metrics – Retweets – Reach Score • The sum of the influence of the author and all tweeters who have retweeted the tweet. – Tweets – Following – Followers – Influence • A normalized score based upon the amount that others interact with an author or their content. (Kred) – Impressions – Outreach • Level based metric based upon the amount a user RTs, @reply, or follows other users. (Kred) – User Role – Verification – Account Type – Gender – Profession – Interest – Author Location • Page Type • Site Visitor Metrics • MozRank • Backlinks • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com
- 8. Metrics 8 • Impact Score • Twitter Metrics • Page Type – News – Blog – Forum – Video – Twitter – General – Review – Image – Facebook • Site Visitor Metrics • MozRank • Backlinks • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com
- 9. Metrics 9 • Impact Score • Twitter Metrics • Page Type • Site Visitor Metrics (Provided by Google Display Planner) – Visitors/Month – Avg. Visits – Avg. Pages – Avg. Time (min) – % Male – % Female • MozRank • Backlinks • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com
- 10. Metrics 10 • Impact Score • Twitter Metrics • Page Type • Site Visitor Metrics • MozRank (Provided by SEOmoz) – Reflects the importance of a web page. – Pages increase the MozRank by the number and quality of other pages that link to them. • Backlinks (Provided by SEOmoz) – The number of external links pointing to a website. – This can be a good indicator of the quality of the website. • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com
- 11. Metrics 11 • Impact Score • Twitter Metrics • Page Type • Site Visitor Metrics • MozRank • Backlinks • Net Sentiment • People Talking About This © 2014 Brandwatch | www.brandwatch.com 6 mentions / 3 are neutral / 2 are positive / 1 is negative difference = positive - negative ( or 2 – 1) = 1 sum = positive + negative ( or 2 + 1) = 3 net sentiment = (difference / sum) * 5 = ( or (1 / 3) * 5) = 1.666… = 1.7 Example:
- 12. Metrics 12 • Impact Score • Twitter Metrics • Page Type • Site Visitor Metrics • MozRank • Backlinks • Net Sentiment • People Talking About This (Provided by Facebook) – The number of unique users who have created a “story” about a page in a seven day period. © 2014 Brandwatch | www.brandwatch.com
- 13. 13 Cutting Through the Noise © 2014 Brandwatch | www.brandwatch.com
- 14. 14 Telling a Story © 2014 Brandwatch | www.brandwatch.com