SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
Social analytics apr24'12_marklein-1
1. Social Measurement and Analytics:
Fuel for Smart Content, Engagement, Strategy
Tim Marklein, @tmarklein
Stanford Continuing Education
“The Company is The Content: Marketing in a Social World”
April 24, 2012
Contents are proprietary and confidential
2. Speaker Background
• Leader of Technology and Analytics practices for WCG
• 20 years experience helping clients launch businesses, create
categories, build reputations, win proxy fights, grow revenues
• Founder of Weber Shandwick Measurement & Strategy practice
• GM of Weber Shandwick NorCal (Cisco, Hitachi, Verisign, Juniper)
• Led global communications for HP’s $30B enterprise business
• Led corporate PR for Hewlett-Packard after HP/Compaq merger
• Managed award-winning campaigns and research at two
groundbreaking Silicon Valley agencies
• Frequent speaker and writer about strategy, positioning,
measurement, analytics, engagement and social media
• Commissioner, Institute for PR Measurement Commission
• Co-Chair, Council of PR Firms Measurement Committee
Contents are proprietary and confidential.
3. “
We just finished this campaign, can you help
”
us develop the metrics to show our value?
Too many communications professionals
Contents are proprietary and confidential.
4. “
Here’s last quarter’s media analysis and last
year’s brand tracking data. Can we schedule
”
a meeting to review the 75-slide deck?
Too many research professionals
Contents are proprietary and confidential.
5. “
Wow, did you see the opinion shift on today’s
dashboard? That story’s really working. Let’s
”
amp it up with some new content tomorrow.
The opportunity in front of us
Contents are proprietary and confidential.
6. Today’s Agenda
Changing Implications The Virtuous The Big Shift:
Comms for Research Cycle, In Engagement
Environment & Analytics Real TIme Transforms
Contents are proprietary and confidential.
7. TRADITIONAL SOCIAL
Media & influencers Channel mgmt.
“Coverage” “Conversations”
One set of tools More tools
MIX & MINGLE
EARNED OWNED
MEDIA MEDIA
PAID SHARED
MEDIA MEDIA
#1
9. #3 CONSUMPTION VS. ATTENTION
Contents are proprietary and confidential.
10. IMPRESSIONS ENGAGEMENT
Count the eyeballs Show the impact
#4
11. #5
“MEASUR
EMENT”
At the end
“ANALYTICS”
All the time
12. Today’s Agenda
Changing Implications The Virtuous The Big Shift:
Comms for Research Cycle, In Engagement
Environment & Analytics Real TIme Transforms
Contents are proprietary and confidential.
13. Market Research: Big Leap Forward TBD
Contents are proprietary and confidential.
14. Expanded Learning Opportunities
MONITORING LISTENING
“What is most important to our
“What did people say today?” consumers?”
ANALYZING MEASURING
“How should we go to market “How successfully am I
in new / different ways?” meeting my objectives?”
Contents are proprietary and confidential.
15. Expanded Audience for Comms Insights
Real-Time Learnings from Markets, Customers, Conversations
Public Market Customer HR/ Product
Marketing Sales
Relations Research Support Recruiting R&D
Contents are proprietary and confidential.
16. Going Digital: New Metrics, Sources, Concepts
3C’s
Content Measures Conversation Community
Assess how content Measures Measures
is accessed, shared, Analyze volume, content, Assess audience, reach,
adapted and amplified sentiment and opinion forums and “touch points”
across various sites about companies/brands of company/brand content
and media properties across sites and media across sites, media
3S’s
Site Measures Search Measures Syndication
Assess the volume, Assess the paid and Measures
engagement, feedback organic search rankings Assess the volume,
and reach of content for company content, engagement, sentiment
shared via company’s brands and keyword and reach of content
web properties associations shared via the web
Contents are proprietary and confidential.
17. Ten Areas of Online Influence
Influence Areas Trend Relevance
Favorite of sales force, Podcasts of all types, plus audio tracks of video segments are an undefined area of
Audio
customers on the go online, yet have growing utility
>200MM; trend is to have
We should know the top influencers by topic who drive relevant share of voice. The
Blogs multiple blogs, multiple
numbers of influencers are small, precision is key.
languages
30MM uniques at
Data / Slides A great location to share all public presentations.
SlideShare
The engine of conversations Knowing who is driving conversation in forums is key. We should treat high volume
Forums
online; often patient driven moderators with the same respect as we do with journalists.
Is all content tagged to Companies often forget to tag all content in the 10 languages that reach 90% of the
Images
impact natural search? online population.
An effective way to alert
A great opportunity to build a network of influencers who want to share your news in
Micro Blogging influencers, help propel
real time. Twitter is a prime example.
news cycles
Yes, Google is #1, but We need to know the influencers on the first screen for our brand and key topics. We
Search
YouTube is #2 also need to understand where people are taken when they search.
The communities that are
Our day often starts and ends with Facebook or MySpace or Orkut or other depending
Social Networks often our “first place” to go
where we live.
online
Consumption habits are
There are over 50 video sites to analyze, which sometimes house ratings and reviews
Video starting to favor video vs.
of our products.
copy
Free online peer edited Nearly every topic has a Wikipedia entry, which means it could be the first information
Wikis
online encyclopedia a consumer finds about any topic they are seeking information about.
Contents are proprietary and confidential.
21. Reporting Time Cycles:
Analytics ! Decisions
Annual:
Business and comms planning, long-range
strategy, KPI assessment and goal setting
Quarterly:
KPI executive reviews, strategy shifts,
problem escalation, cross-discipline impact
Monthly:
KPI trends and insights, strategy evaluation,
program optimization, problem resolution
Weekly:
KPI tracking, red flags, tactical decisions,
editorial planning, traffic/sales impact
Daily:
Media flow, news synopses, topline opinions
Hourly:
Competitive alerts and crisis management
Contents are proprietary and confidential.
22. Experimentation Is the New Frontier:
Test, Measure, Adapt & Optimize Often
" 41%
Daily Consumer
Conversations
" 894%
Facebook
Fan Count
" 216%
Active Daily
Facebook Fans
" 801%
Links to Brand
Web Site
" 769%
Key Message
Penetration
Contents are proprietary and confidential.
Contents are proprietary and confidential.
23. Critical Success Factor = Integration
• Old world, meet new world
• Integration of traditional, digital and social media
• Integrating WOM and other new influence patterns
• Silo #1, meet silo #2, silo #3, etc.
• Integration of PR with other communication disciplines
• Integration of PR with other marketing disciplines
• Integration across business units, products, geos
• Measurement, meet strategy
• Integration of metrics, data sources, tools, dashboards
• Integration of data, insights into decision-making flow
Contents are proprietary and confidential.
24. Today’s Agenda
Changing Implications The Virtuous The Big Shift:
Comms for Research Cycle, In Engagement
Environment & Analytics Real Time Transforms
Contents are proprietary and confidential.
25. Analytics Drives Strategy & Engagement
Influencers Content
• Work with the right
• Create, curate, syndicate
influencers – do you
• Make it mobile and social
know who they are? Are
• Flagship content still grabs
you investing enough
attention, but daily streams
time with them?
Community of content are the glue
• Influence isn’t static –
• Understand context, news
are you adapting? Customers and
flow, keywords, timing
• “The people I follow are stakeholders are now
• Audiences are more loyal to
all talking about this. I in charge; they define
content than outlet
better learn more.” relevance, themes,
• “It seems like everywhere I
channels, trust
look, I’m seeing this.”
Experience
• Product and content is great, but what’s the
experience? Is it engaging? Meaningful? Fun?
• Is the experience consistent across platforms and
channels? Is your content mobilized? Localized?
• “I love engaging them. They get how I think/work.”
Contents are proprietary and confidential.
26. Analytics in Action:
Tracking Daily & Weekly Opinion Shifts
Company Huffington Post Yahoo! News Q&A
announcement article and response with execs
Product Debut
Contents are proprietary and confidential.
27. Analytics in Action:
Identifying Market/Competitive Influencers
Thousands of Millions of Hundreds of 50 Top
40+ Metrics.
key phrases. webpages. Outlets. Influencers.
• Have complete clarity
into who influences your world, your
markets, your competitors and customers.
Contents are proprietary and confidential.
28. Drill-Down: Who’s Influencing Whom?
Brad Linder #2
liliputing.com
Joanna Stern [11] Dana Wollman [2]
[ www.engadget.com ] www.engadget.com
The Verge 51.7, #58
68.0, #18
Nilay Patel [7] Josh Smith [2]
[ www.engadget.com ] notebooks.com
47.8, #81 64.5, #28
Tim Stevens [7] Donald Melanson [1]
160/1188 72 258/883 www.engadget.com
www.engadget.com
53.8, #47 52.5, #55
Thomas Ricker [6] Chippy [1]
[ www.engadget.com ] umpcportal.com
The Verge Tablet Smartphone Laptop Ultrabook 50.7, #66
60.7, #33
Contents are proprietary and confidential.
28
29. Drill-Down: Top 25 Influencers Ranked
Name Value Outlet Name Outlet URL Channel
Ed Silverman 100 Pharmalot http://www.pharmalot.com/ Blog
Matthew Herper 84.74110626 Forbes http://www.forbes.com/ News
Melinda Beck 83.22499015 Wall Street Journal http://online.wsj.com/ News
Ezra Klein 80.14913307 Washington Post http://voices.washingtonpost.com/ News
Tracy Staton 77.81167008 Fierce Pharma http://www.fiercepharma.com/ Blog
Yves Smith 77.74799253 Naked Capitalism http://nakedcapitalism.com/ Blog
John Carroll 75.63312962 Fierce Biotech http://www.fiercebiotech.com/ News
Katherine Hobson 69.6144854 WSJ Health Blog http://blogs.wsj.com/health/ Blog
Chris in Paris 68.02569866 America Blog http://www.americablog.com/ Blog
http://www.fdalawblog.net/
FDA Law Blog
Kurt R. Karst 67.15463216 fda_law_blog_hyman_phelps/ Blog
Insider 66.0104533 Pharma Gossip http://pharmagossip.blogspot.com/ Blog
Patent Docs 65.76570776 Patent Docs http://www.patentdocs.org/ Blog
Verwon 64.43225044 Prescription Drug Info http://prescriptiondrug-info.com/ Forum
John Mack 64.27324859 Pharma Marketing http://pharmamkting.blogspot.com/ Blog
Austin Frakt 62.28452407 The Incidental Economist http://theincidentaleconomist.com/ Blog
Catalina Camia 61.79479882 USA Today http://usatoday.com/ News
Gary Hill 61.56326963 Reuters http://www.reuters.com/ News
Greg Sargent 60.44514361 Washington Post http://voices.washingtonpost.com/ News
Carolyn
SF Gate
Lochhead 58.71645136 http://sfgate.com/ News
John Goodman 55.88348935 NCPA http://healthblog.ncpa.org/ Blog
John M Grohol 52.56910037 Psych Central http://psychcentral.com/blog/ Blog
Igor Volsky 52.21748634 Think Progress http://wonkroom.thinkprogress.org/ Blog
Greg Robb 48.35373252 Market Watch http://marketwatch.com/ News
Jon Walker 46.8535552 Fire Dog Lake http://firedoglake.com/ Blog
Dennis Crouch 46.55133331 Patent Lyo 29
http://www.patentlyo.com/ Blog
30. Analytics in Action:
Re-defining Content Strategy Conversa)on**
Theme*
Client*Blog* Diabetes*SM*
Index* Index*
Differen)al*
Family' 100.000' 48.797' 51.203*
53.738' 12.394' 41.344*
• Content Gap Analysis: TV'&'Movies'
Entertaining'&'Par@es' 47.196' 19.426' 27.771*
36.449' 11.157' 25.292*
• Evaluated 100% of content from College'
Workplace' 31.308' 8.616' 22.693*
the client blog Food'&'Cooking' 28.037' 14.391' 13.646*
Travel' 11.215' 7.371' 3.844*
• Evaluated 1,000 randomly Sports' 9.346' 8.298' 1.047*
0.467' 1.990'
sampled posts from the three Outdoor'Ac@vi@es'
Poli@cs' 0.467' 3.929'
F1.523*
F3.461*
most influential diabetes blogs Blood'Sugar'/'Glucose' 29.439' 39.304' F9.865*
Doctors'&'Hospitals' 22.430' 34.113' F11.683*
• 6,000 randomly sampled posts Exercise' 7.009' 19.042' F12.032*
from all social conversations Advocacy' 57.009'
17.757'
71.371'
41.016'
F14.362*
F23.259*
Diabetes'Treatment'
(550k total) Die@ng'&'Weightloss' 31.776' 100.000' F68.224*
• Re-defined the content strategy
to include the corporate
homepage and shift focus for the Client
blog to align with the online Blog
community Content
Evaluation
& Coding
Contents are proprietary and confidential.
31. Analytics in Action:
Isolating Communication Rhythms
Best Engagement Days:
Tues & Wed via Twitter
Friday via Facebook
Best Engagement Times:
After dinner ET is tops;
Late afternoon also good
Contents are proprietary and confidential.
32. Analytics in Action: Content used as Resources by Top
Influencers News and Media
Optimizing Earned & Paid Web*Portals*
and*Search,*357* News*and*
Media,**
Nonprofit
Health,*519* 2168* Government
Products,*879* Social Networking
• Analyzed >10,000 Blogging,*1060*
Nonprofit,*1677* Blogging
outbound links from top Social*
Government,*
Networking,**
Products
influencers to >2,600 1088* 1090* Health
websites to determine what 800
resources matter most to 600
Websites used as Resources
top influencers 400 by Top Influencers
• Top websites targeted for 200
0
digital media buys
twitter.com
fda.gov
blogspot.com
facebook.com
google.com
amazon.com
reuters.com
nytimes.com
ama-assn.org
youtube.com
wikipedia.org
wsj.com
jdrf.org
medilexicon.co
sixuntilme.com
diabetes.org
nejm.org
latimes.com
healthcentral.co
findpharma.co
rankingsandrevi
cdc.gov
nih.gov
• Top authors targeted for
surround sound PR
outreach
• Unique pages targeted for 1500
Authors used as Resources by Top
editorial purposes (e.g. 1000 Influencers
most influential Wikipedia 500
pages) 0
Brian Dolan
Tom Henderson
Thomas H.
Tara Parker-
Brian T.
Michael
Leighann
Kim Vlasnik
Mary Shomon
Hallie Addington
Riva Greenberg
Meredith
Karmel Allison
Kerri Sparling
Connie Bennett
Mary Brophy
Larry Husten
Scott Johnson
Contents are proprietary and confidential.
Total # of Articles Total # of Links
33. Analytics in Action:
Right Influencers, Right Channels, Right Words
Influencer Content Influencer Content
Relationships Syndication Coverage Syndication
• Real Impressions 254,293
• Video Views 8,263
• Image Views 1,653
• Actions 433
• Search Placements 19
(results after one week. audience size at launch was negligible.)
Contents are proprietary and confidential.
34. Analytics in Action:
Filtering Noise to Isolate the Signal
Anticipated noise.
Conversations are within
expectations based on the
initial benchmark. No
6 8 12 further research is
2 necessary.
1 10 7
14 3
9
13 I
4 11
5 A Social Signal has flagged
an unexpected theme or trend.
Quick analysis should be
conducted online, followed
by traditional research.
1 2 3 4 5 6 7 8 9 10 11 12 13 14
I I
Contents are proprietary and confidential.
39. Today’s Agenda
Changing Implications The Virtuous The Big Shift:
Comms for Research Cycle, In Engagement
Environment & Analytics Real Time Transforms
Contents are proprietary and confidential.
40. Engage me, don’t just impress me
“The Break Up”
Contents are proprietary and confidential.
Contents are proprietary and confidential.
Contents are proprietary and confidential.
41. Engage me, don’t just impress me
Contents are proprietary and confidential.
Contents are proprietary and confidential.
42. “
“By definition, impressions are passive.
They give us no real sense of engagement,
and consumer engagement with our brands
is ultimately what we’re striving to achieve.
”
Awareness is fine, but advocacy will take
your business to the next level.”
Joe Tripodi, Coca-Cola CMO
(Harvard Business Review, April 2011)
Contents are proprietary and confidential.
43.
44.
45. #SMMStandards:
What’s the Need?
• Social media has moved well beyond the experimentation phase
• Clients need formal standardized metrics based on empirical research
• Key to evaluate progress, optimize programs and justify investments
• Simply chasing more fans and more followers is not enough
• It’s time to push past proprietary and embrace a move to standards
• Too many groups jockeying for position with different metrics and tools
that confuse clients ! lowest-common denominator approach to
measurement
• The best metrics for social media can’t come from a single agency,
single research vendor or even a single communications discipline
• Social media inherently breaks down walls, and we need
measurement standards that help us all bring some order to the
brave new world
47. Prior Work: AMEC Social Media Task Force
Recommendations (London Nov’11)
• Focus on Outcomes • Influence Rating/Ranking
• Need to define outcomes and goals • “Influence” and “authority” are
in advance – getting on the social domain-dependent and often client-
bandwagon is good, but evaluation specific
of success is ultimately tied to
goals • “Influence” and “popularity” aren’t
the same
• Can’t define or manage purely
within PR/communications silos • Influence is multi-level, online and
offline
• Outcomes will likely span multiple
business goals • Similar to editorial credibility, online
influence is a variable asset
• Starter Set of KPIs • Content Sourcing
• Basic quantitative data (# posts, #
views, # fans) easy to measure – • Not all sources are created equal –
useful but not terribly valuable know what you’re getting/not
getting
• Need to get into more quality and
context, similar to media analysis • Garbage in, garbage out – critical
challenges for analytics/
• Fits into “valid metrics” grids from measurement
post-AVE task force (next slide)
• Industry needs transparency from
vendors on content sourcing,
quality
To download the full set of social media task force recommendations, please check
the following link: http://www.londonmeasurementconference.org/downloads.html
48. • Ac)ve*advocates*
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• Brand*engagement*
then insert it again.
• Leads/sales* Awareness* Knowledge* Interest* Support* Ac)on*
• Revenue*
Social/Community.
• Market*share*
Engagement.
• Cost*savings*
• Content'crea@on'(e.g.'assets'created,'videos/podcasts)'
• Social'media'engagement'(e.g.'blog'posts,'blogger'events,'blogger'briefings,'TwiYer'posts,'
community'site'posts'&'events)'
Public*Rela)ons*
Ac)vity* • Influencer'engagement'
• Stakeholder'engagement'
• Events/speeches'
• Impressions/Target' • Key'message' • Expressed'opinions' • Endorsement'by'
audience' alignment' of'interest'' journalists'or'
impressions' [tradi@onal'&'social' • Social'network' influencers'
• Earned'media'site' media]' Followers' • Rankings'on'industry'
Intermediary* visitors/day' • Accuracy'of'facts' • Retweets/Shares/' lists'
• %'share'of' • %'share'of' Linkbacks' • Expressed'opinions'
Effect* conversa@on' conversa@on'
• %'share'of' of'support'
• Video'views' conversa@on' • Social'network'Fans'
• Prominence'
' • Likes'
• Unaided'awareness' • Knowledge'of' • Relevance'of'brand' • Ahtude'uplii'
• Aided'awareness' company/product' (to'consumer/' • Stated'inten@on'to'
• Owned'media'site' aYributes'and' customer)' buy'
visitors'per'day' features' • Visitors'to'website' • Brand'preference/'
Target*Audience* • Social'network' • Brand'associa@on' • Clickfthru'to'site' Loyalty/Trust'
Effect* channel'visitors' and'differen@a@on' • Time'spent'on'site' • Endorsement'
• Downloads'from'site' • Requests'for'quote'
• Calls' • Links'to'site'
• Event/mee@ng' • Trial'
aYendance'
NOTE:'Within'social'media,'several'of'these'metrics'could'straddle'two'rows'as'an'Intermediary'Effect'and/or'Target'Audience'Effect,'depending'on'who’s'engaged'in'the'conversa@on.'For'
simplicity,'we'have'listed'those'metrics'under'Intermediary'Effect'to'reflect'the'general'conversa@on'as'you'would'not'know'if'all'par@cipants'are'in'your'target'audience.'If'the'commenters'are'
known'to'be'in'your'Target'Audience,'you'could'reflect'those'metrics'under'Target'Audience'Effect.'
48
