Measurement

by Gerry Moran Gerry Moran 1 Comment

How To Measure The Success Of Your Blog

Screen Shot 2013-09-29 at 10.52.18 AMMy first-grade teacher, Sister Christine, always said, “The best way to make sure that something was working was to set goals, ask questions about what you are trying to achieve with your goals and then measure your performance.” Whether it was with a ruler, a calculator or simple checklists, the good Sister also noted that there were many simple tools to help measure success. And, Sister Christine could be very inspiring with the ruler to encourage and measure our educational success if you know what I mean!

These measurement lessons apply to measuring your blog performance. I took the good Sister’s inspiration and created a learning and measurement plan approach to social media and blogging when I worked with a number of award-winning advertising agencies. It was a great tool to help our clients understand the goals, the questions they should be asking to support the goals and the measurements they should be making to learn, understand and optimize performance.

How To Measure Blog Success

How To Measure Blog Success

It is key for bloggers and marketers to be able to measure the right activity to help judge its performance and make content and platform changes help reach the right audience with the right message.

How To Plan For And Measure Your Blog’s Success

1. Increase Awareness With Your Blog. Use your blog to amplify the awareness of your product, service or event. To help you understand if your blog is attaining this goal, you need to ask the question “Is my blog post reaching my target audience?” You can help to answer this question by paying attention to these key blogging metrics:

  • Page views
  • RSS feeds and email sign-ups
  • Search rankings
  • Inbound links
  • Outbound links
  • CPM
  • Fans/followers/readers
  • Media links

2. Keep Your Customers Engaged With Your Brand. Use your blog to keep customers informed, engaged and in a ready to act state. Answering the question, “Is my blog post interesting and relevant?” You can measure the interest and relevancy level by paying attention to these metrics:

  • Time on site
  • Page views
  • Blog, discussion, document views
  • Content rating
  • Comments
  • Likes & comments
  • Content clicks
  • Questions asked

3. Drive Conversion With Your Blog. When it comes to making money for your business, a blog can help drive sales or sales-related activity. It can drive registration or any other action that moves customers closer to a sale. So, a question that you need to be asking yourself if, “Is my blog driving conversion-related activity?” Important activity to measure is:

  • Click-through to the web page
  • Downloads
  • Registrations

4. Get Your Content Shared As Thought Leadership. Getting to people to share and advocate your content is the last key goal. You could classify this sharing activity as engagement, however, it’s important to focus on creating content that gets socially shared. You should ask yourself the question’ “Is my content valued enough to be shared by the reader?” You can answer this questions with supporting activity that measures:

  • Shares/ Retweets
  • Referrals
  • Repeat visits
  • Inbound links
  • Outbound links

Do you have another way to measure your blog performance? If so, please share below. Or contact me directly at MarketingThink.com and on Twitter @GerryMoran.

If you found this advice helpful, then you might enjoy these other ideas to help you measure your social media performance:

  1. How to do 9 back of the envelope calculations to see if your Twitter and Facebook are working
  2. 5 ways to measure and optimize your blog traffic
  3. 10 questions to ask about your twitter reach
  4. How to measure your LinkedIn success

Now back to my first-grade teacher, Sister Christine, who had two different ways to use a measuring tool; first using her ruler to determine if there was any measurable progress and then using that same ruler to bang on my knuckles when I wasn’t writing fast enough! Now, back to my next blog post … “Must …. Write …. Faster … Or …. Sister …. Christine … Will … Use … Her …. Ruler … For …. Some …. Something …. Other … Than …. Measuring”. Ouch!

by Gerry Moran Gerry Moran 6 Comments

5 Ways To Measure And Optimize Your Blog Traffic

Social-Media-DashboardMy great-grandmother used to say about her blogging success, “Blogging success is a lot like managing highway traffic. You can always get to where you need to go no matter the traffic. Just, some traffic is better than other traffic. So, you need to pay attention to the kind of traffic that is driving views to your blog.”

Counting the amount of your blog visits is a great indicator of your success. I look at my site MarketingThink.com site traffic every day to check on its daily health. However, I know that this aggregated count is not the best way to measure success. Measuring blogging success is less like kicking the tires, and more like looking under the hood to see if the car is hitting on the cylinders, though you can do both to help determine your car and your blog’s success.

5 Ways To Help Measure And Impact Your Blog Traffic

The five dials on your blogging traffic dashboard to measure your traffic are:

  • Paid Traffic. When you use Google Adwords, Facebook ads, targeted Ezine and offline classified ads to drive people directly to your blog, then you are managing paid traffic. Using paid media is an “instant on” approach to managing your blog traffic. However, you need to pay attention to your investment since every visitor and click have its price. You can manage this dial by setting budget limits to your reach, clicks and overall return on investment.
  • Referral Traffic: When your blog or blog post is noted on another website as link back to your site, count the amount of traffic that is driven. Sometimes this traffic is free while other times you may have to pay for the click or the closed sale. Like paid traffic, you can manage the paid type of this traffic based on your reach, clicks and ROI. For free referrals, you can increase its effectiveness by establishing more relationships with other sites and blogs. However, these relationships take an investment of your time.
  • Organic Traffic: When a visitor arrives at your blog by way of a search engine, from a Google or Yahoo search term (e.g., social media marketing coaching), this is organic traffic. This earned traffic is typically driven by high-quality content. You can impact the effectiveness of organic traffic but making sure your blog and blog posts are search engine-optimized.
  • Direct Traffic: Direct traffic is when a someone lands on your blog as a result of typing in your URL. You can impact this traffic by having an easy-to-remember URL (e.g, like MarketingThink.com vs. MarketingThink.Wordpress.com) and including your URL on your blog post graphics and other parts of your digital footprint.
  • Social Traffic: If your blog is the hub of your content wheel, then the social media channels are the spokes. When you create a blog post, you need to make sure all of your social media channels are used to spread the word. As your posts reach your followers, their followers (via retweets and shares) and others (who are searching on keywords and hashtags) you can drive more visits to your blog. Make sure to optimize every social media post to rank highly for each obscure long-tail key phrase.

Do you have another way that you measure your blogging traffic? If so, please do share below! Or, please contact me directly at MarketingThink.com or via Twitter at @GerryMoran.

Please check out these suggestions, if you are looking for other ways to make your blogging successful:

There is no one right way to manage you blog site traffic. However, by getting under the hood of your blog and understanding the traffic dashboards, you can optimize your performance. And in the words of my great-grandmother, who is a grand old blogger, you have to understand and manage the traffic patterns to get where you are going.

PS. Please share this blog post with anyone you know who has a blog or is thinking about starting a blog!

by Gerry Moran Gerry Moran 10 Comments

10 Questions To Ask About Your Twitter Reach

Giving a business or social media manager a list of free Twitter tools without directions is like going to The Home Depot to buy tools without a plan to use them. You will likely end up with a collection of power tools and a hodgepodge of projects in your home! Smart marketers need to ask the smart questions to help them manage their business against their goals. Once you have identified the smart questions to ask, then you can figure out what tools you need.

10 Questions To Ask About Your Twitter Reach

There are three key types of measures you for Twitter: Amplify, Engage and Convert. Today I am going to review the key questions about your reach and message amplification you need to be asking so you can connect with your audience and extended audience.

It’s important for you to ask the right questions to reach your business goals. The best free and paid Twitter tools will come and go. The questions will likely never change. Or, those questions will get more complex. Get the questions right, and you will have much more luck picking the right free Twitter tool and using it to its full potential.

10 Questions To Ask About Your Twitter Reach & The Free Twitter Tools To Help Answer Them

I have listed the top 10 questions that most businesses, large and small, should be asking to understand the reach of their Twitter messaging. As you can see, measuring reach is much more than counting how many followers you have. Take a look at these 10 questions and see if they apply to you.

1. What do I know about my Twitter followers?

  • FriendorFollow.com and Twilk.com create a picture-based mosaic of your followers, which can be used to insert into a deck or presentation. A great way to start any discussion!
  • Ads.Twitter.com provides the Male/Female breakdown of your followers, as well as their interests, to help you further target and engage with them.
  • Twtrland.com presents a Male/Female breakdown of your follower base.

2. Where are my Twitter followers from?

  • Ads.Twitter.com creates a basic heat map indicating the top countries and cities where your followers are based, so you know if your messaging is correctly geo-targeted.

3. What part of my follower reach is really not worth following?

  • FriendorFollow.com reports on your followers’ Twitter activity including the last day and the amount of tweets per day that each has engaged to make sure you are following active accounts.
  • Tweepdash.com lists followers that do not follow you back, like many other apps. Because someone does not follow you back, does not mean that you are not worth following!
  • Refollow.com sorts your followers by the last time they tweeted, indicating if your followers and people you are following are an active account.

4. Is my messaging reaching an audience beyond my followers?

  • TweetReach.com estimates the reach and impressions of your last 50 tweets, which factors in retweets that reach an extended audience beyond your followers.
  • Twtrland.com shows your retweets per hundred tweets, which lets you benchmark how many of your messages are reaching and incremental audience.
  • Ads.Twitter.com identifies which of your tweets, over the past 30 days, reached an audience that was greater than the average reach of your tweets. This measure helps you understand which tweets are reaching the most people so you can model other tweets to work harder for you.

5. When is the best time to tweet, so it reaches most of my followers?

  • Tweriod.com analyzes your followers’ last 200 tweets to give you time when they are most active. Therefore,  you are more likely to catch them online with better scheduling.
  • TweetStats.com provides a tweet density graph to show when your tweets are hitting the largest amount of your followers.

6. Is my messaging reaching an influential and geo-targeted audience?

  • Twitonomy.com creates a map based on where your Twitter mentions originated so you can see where your ‘mentioners’ are based.
  • Twitonomy.com shows you Twitter lists and the members in those lists.
  • FriendorFollow.com ranks your followers and people you are following, by the amount of followers, to help you target the most count-based people.

7. How can I find people who should be following me?

  • Followerwonk.com finds and targets new people to follow by keyword if it is noted in their Twitter profile. It sorts this target group by influence rating, number of tweets and how many people they follow.
  • Tweeple.com allows you to search by any keyword in a follower’s Twitter profile.
  • Tweepz.com is a simple one-line search tool that lets you search for users based on information in their Twitter bio. The tool also filters the users by the amount of their followers.

8. Who are the most influential people on a subject?

  • Hashtagify.me notes the top 6 influencers, based on follower count, that have used a particular hashtag.
  • Tweetlevel.edelman.com furnishes the top 100 influencers who have recently used a particular hashtag, topic or link.
  • Topsy.com identifies influencers by the amount of times that Twitter user mentions a particular term, keyword or hashtag.

9. How healthy was my social network today?

  • TwitterCounter.com provides your daily count of followers and unfollowers. It also provides a graph of your follower growth over the last 3 months.
  • Ads.Twitter.com provides a daily follower and unfollower count.
  • UseQwitter.com provides you with a weekly unfollower count and listing these accounts.

10. Am I positioned as an expert so I can increase my message reach through retweets and Twitter listings?

  • Klout.com provides a rating to let you stack rank where you stand against your ‘competitors’ or relevant stakeholders.
  • FollowerWonk.com calculates a Social Authority score to rank your earned influence rating. It also lets you find others who are influential.
  • Topsy.com shows you how many times you have been mentioned in a tweet in the past hour, day, four days, seven days, thirty days and all time.

Am I missing question, or not noting a great free Twitter tool, that should be on this list? Believe me, I either use the tools mentioned or checked them out! If I missed something, please comment below or contact me at MarketingThink.com or @GerryMoran on Twitter.

While you are connecting the right tool with the right question, check out these Twitter resources to help fine-tune your home base:

  1. How To Create The Perfect Twitter Profile
  2. How To Build The Perfect Tweet
  3. How To Retweet

Remember, the next time you buy a tool at The Home Depot, understand the job that you need to carry out. Your shopping trip will go quicker and be much more productive, with this planning. The same goes for your free Twitter tools … ask the smart questions first.

by Gerry Moran Gerry Moran 5 Comments

How To Measure Your LinkedIn Social Selling Success.

Yes, the bigger the size of your LinkedIn network the better for your social selling efforts. However, it’s also what you do with that big network that will make you successful and put a smile on your sales leadership’s faces! Pardon the entendre, but the wording did get your attention, didn’t it? And the more attention that you can get with your network and extended LinkedIn network for social selling, the better!

How To Measure LinkedIn Success

 

 

LinkedIn & Social Selling Goals

Your personal or business’ social media goals likely center on three areas:

1. Increase the reach of your message

2. Keep your clients engaged with your messaging

3. Convert interest in your messaging into moving closer to a sale

I recommend using  these three goals on which to base your LinkedIn success.  You cannot sell your sales manager that you are successful purely based on LinkedIn performance numbers. LinkedIn can help you meet your quota by effectively reaching and engaging with customers. Like the Pennsylvania Lottery says, you cannot win if you do not play! So, start to engage on LinkedIn, measure your success metrics and watch your contacts, calls, opportunities and sales increase!

9 Ways To Measure Your Social Selling Success On LinkedIn

Forrester states that 76% of B2B marketing professional agree that their ability to track marketing ROI gives marketing more respect. Here are 9 ways to measure your social selling success on LinkedIn!

1. Size Of Your Social Selling Network. Why does size does matter when it comes to your LinkedIn network? Each new connection adds to your 2nd- and 3rd-connection reach, which can be thousands of contacts! You can see from my connections below, that I can reach almost 15 million connections. When you need to be introduced to a client or contact, it can help to know someone who knows someone, and this is where the 2nd- and 3rd-level connections come in. This extended reach number is how you can regularly measure your LinkedIn success! Growing your network will help you increase your influence and visibility in LinkedIn.

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2. Number Of New Invitations. When you are selling and using LinkedIn as your digital hub, the more invitations you receive the better off you are. This type of LinkedIn invitation is what I like to call “personal pull marketing”, since people come to you to connect! Keep track of your new invitations to show the health and value of your social brand’s currency. If you get a ‘good number’ of new invitations weekly, then you know that you are growing your influence and potential value from your LinkedIn activities. Keep score of your new invites by going to Your LinkedIn Statistics’ tab and clicking on the ‘New People’ link.

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3. Number Of LinkedIn Profile Views. If you’ve ‘prettied up’ your profile, added key words to it, and relevantly take part in conversation then you should be more ‘findable’. However, how do you measure your ROLI (Return On LinkedIn Improvement)? Of course, by noting the amount of people who view and access your profile! If you have a premium account, then you can monitor exactly who checks you out (so you can start to follow them on Twitter and NOT make a phone call or send and email).

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4. Appearances In Search. Include key descriptive words in your Headline, Summary, Groups Work Experience/Job Description and Skills & Expertise to better present yourself in LinkedIn search results. By including more relevant key words throughout your profile, your ‘Appearances In Search’ numbers should rise. This change indicates you will likely increase the amount of LinkedIn profile views.

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5. Percentage of Target Audience Profile Views. If your mom, brother or recruiter checks you’re your profile, their interest can’t really turn into a sale, right? Instead, pay attention to the amount of prospect views you receive by upgrading your LinkedIn account. You can increase this number by being engaged in LinkedIn Groups, adding your LinkedIn profile to your email signature, your Twitter profile, etc. Also, pay attention to the amount of views you receive before and after a trade show or conference or after an important client call!

6. Social Selling Interaction Level. In addition to cultivating a large-sized network, you need to be interesting and keep them engaged! Remember, it’s not the size of your network. that counts most,  it’s what you do with it! In other words, this is your “Am I interesting” metric. Every time you comment in an “open” LinkedIn Group or on your status update you open yourself up for likes and comments. This engagement indicates your content’s relevancy, measured by positive feedback from likes and comments. Interesting comments are a sign of your increasing thought leadership and credibility in your field. If your interaction is boring or not relevant, then you will hear the sound of crickets … Bueuller … Bueller … Bueller?

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7. Number of Skill & Expertise Endorsements. LinkedIn eliminated the specialties section in the summary area and replaced it with skills and expertise. These keyword searchable skills will help you rank higher for internal LinkedIn searches, so the more the better. Try to increase your endorsements! More endorsements positively positions you above your competition. So again, more (endorsements) is better!

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8. Number Of Recommendations. We all need to have at least 10 recommendations. However, more than 10 is better! Recommendations are a great ‘commercial’ for you. They are a quick way for others to assess your qualities, even if they are always positive. If you do not have enough then get moving and ask for them! Use the built-in function to ask past bosses, current clients and others to endorse you!

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9. Key Social Selling Metrics. Your ‘social brand currency’ indicators will help drive your key selling metrics that you can point to in you weekly call reports or in your CRM systems:

  1. Number of leads
  2. Total number of first contacts
  3. Total number of calls generated from making contact
  4. Number of opportunities
  5. Number of sales

Here are some more social selling blog post that will help you to:

Do you have another way to measure your social selling success with LinkedIn? If so, please share below! Or contact me directly at MarketingThink.com. You can also Tweet me @GerryMoran.

Remember to pay attention to the size of your LinkedIn social selling network and cultivate it and nurture it. In addition to its size you need to know what to do with it, so work your engagement opportunities in LinkedIn Groups, status updates and overall brand management. Happy social selling!

by Gerry Moran Gerry Moran 15 Comments

9 Simple Ways To Calculate Facebook And Twitter Success

I was recently interviewed for a research study on the topic of B2B social media measurement. Social media metrics and analytics are hot topics today.  Many companies need to make a decision to invest in a social practice or a center of excellence and social media measurement helps to support their decision. Listening tools like Netbase, enterprise deployment platforms like Sprinklr and a team of channel managers and strategists can impact a company’s bottom line. It can also be an investment that takes a company to the next level!

At SAP, where I lead the social media program for North America, we focus on the three key areas for social media measurement: Amplify, Engage and Convert. Many other big brands likely do the same thing. Like television and airport signage, social media does not fall into the direct response marketing bucket. However, it does plays a key role to help build sales pipeline in B2B companies. Social media is an important cog in the lead generation machine and the three things that all B2B brands need to do with social media are:

  • Amplify: Increase the awareness of the brand story and solutions.
  • Engage: Drive customer and prospect engagement with related content.
  • Convert: Provide a way for the customer to convert interest after they become aware and have consumed enough content to move to the next step in the buying journey.

To help you understand if you are reaching your goal, it is important for you to understand the right questions to ask to get the right social media measurement. Marketers need to map key social metrics to strategic questions vs. just measuring and blindly reporting how a channel performs.

9 Back Of The Envelope Calculations To Help You With Your Social Media Measurement

I created the following infographic to help you ask the right questions and use the right calculation for the right social media measurement.

Back Of The Envelope Social Metrics

Do you have another metric that you can share with MarketingThink.com’s readers? If so, please share it below or contact me directly on this blog or on Twitter @GerryMoran.

I urge you to find the nearest envelope and test out these easy social media measurement calculations that answer these 9 key strategic questions. And if you have any more questions, please reach out to me directly! No envelope needed.

by Gerry Moran Gerry Moran 1 Comment

Social Media Content Creation Gangnam Style

As I get my Gangnam Style moves down for some late-night lounge club dancing at the upcoming Las Vegas event, I cannot help to have some social media content creation ideas arise.

Hmmm. How do I connect content creation , evangelizing, sharing and crowdsourcing for a live event with this now-famous horse dance?!? Yes, everything I think about IS about social media marketing analogies. And, how can I show you how to create some awesome social media content while at the event?

This blog post shows you how to create great on-the-floor content that gets consumed and shared across all audiences at any live event… like the Gangnam Style video!  Psy, the artist behind the sensation was able to create content that was able to connect with multiple audiences and so can you!

Let’s see how Gangnam Style can inspire your content creation. I have applied this inspiration to five content-creation strategies while attending any live event or trade show.

1. Take Interesting Video. All live events offer a treasure trove of potential video! Embrace these opportunites!

  • Interview. Hold an interesting interview with someone (make sure to get the proper form to allow posting though.) Be creative with your approach to help the sharing on blogs, YouTube and Facebook! A few interesting ways into your interview could be “What have you seen at this event that you plan to use in next year?” “What is the most interesting thing you have learned at this event?”
  • Demos. Capture a demo or a snippet of a presentation for social media sharing. Your content may be the first time that this demo has taken place, or it is connected to a trending topic. Whatever the tie-in, pass on the demo to the world!
  • Sessions. Don’t take an entire video of a keynote (or any other presentation) … just take some exciting shots of one can pass it on!  Tease the world with what they are missing. And while you are at it, make sure you have an interesting title to your video post.

2. Take Interesting Photos. A picture is worth a thousand words, so get your Gangnam on and pass it on to the social media world!

  • Signage. Take a creative shots of the show logo and pass it on to the key social media contacts for the even. For instance, I recommend taking a picture of the event  signage and email it to one of the social media contacts. It’s content like this that we love at SAP and love to see it posted it on our Facebook pages!
  • Floor Pictures. Take a picture of the most interesting thing on the show room floor and pass it on to the event’s social media channel managers! Event organizers love to post these types of pictures to show all the non-attendees what they are missing! They might even bestow some special acknowledgment for your creativity

3. Capture Quotes

  • Sound Bites. Everyone loves a sound bite! It’s one of the best takeaways of any session. Write them down and hashtag they key words of your sessions. No need to tweet your quotes in real-time … hang on to them and schedule them for between 6-8PM, the time when most retweets happen!

 

4. TweetPut on your reporter shoes and tell the people back home what they are missing! But, if you are going do it Gangnam Style … make sure has some legs for retweeting, since the socialsphere is really only interested in relevant ‘stuff’.  What should you tweet about? Here are three ideas:

  • Inquire! Ask a session presenter or social media ambassador a follow-up question and look for an answer directed specifically at you! As a example, I created a blog post for s show that I will be attending for SAP that noted all the key social media attendees. Check this blog post for Twitter Handles –> How To Leverage Social Media Ambassadors & Experts At SAP TechEd Las Vegas
  • Be Ready. If you are going to tweet like PSY make sure you have your key hashtags and key words identified. In addition to every tweet containing #TheShowHashtag make sure to include 1-2 others that have nothing to do with SAP and everything to do with the outside world (e.g., #Analaytics #Mobility)
  • Share! Be a part of someone else’s Gangnam moment and share their content … along with your message!

5. Blog! We are not all bloggers, yet we can all give it a shot! If you feel passionate about a point, then sit down and write 200 words about it on your blog or the event’s site. Follow this guidance to get the Gangnam word out!

  • Event Site. Get signed up today and have your profile in order so you can actually contribute with a blog!
  • Make It Visual. The blog posts that are shared the most (and found the most) have a great mix of pictures, videos and quotes. Include all the aforementioned content you collected to get your blog on everyone’s hit parade! Leverage your collection with a smart blog post!
  • Make It Memorable! Hey, who expected a blog post that tied Gangnam Style in with a live event! Make your point about one takeaway and have some fun with it! If I can do it, so can you! To be sure people find your post, take advantage of using key words and placing the proper tags in the copy!

So, lets’ take a hint from Psy’s Oppa Gangnam Style craze and think about how we can individually spread the word of of the event that we are attending so others who cannot attend can reap the benefit of relevant, humanizing and authentic content! Let’s do our own Gangnam Style dance an upload it somewhere.

Gerry Moran

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