The document discusses Lion Brand Yarn's social media measurement and analysis efforts. It measures key metrics like visitors, goals and conversions, and e-commerce performance from social media traffic versus referring traffic. On Twitter, it tracks metrics like followers, retweets, mentions and influence. On Facebook, it analyzes engagement and content. It also measures YouTube views, favorites and comments. The document concludes that measurement should align with goals, consider qualitative and quantitative factors, and help improve overall marketing efforts.
6. Visitors Loyalty Page/Visits Bounce Rate Returning Visitors (+11%) (+6%) (+7%) Social Media Traffic Referring Traffic Social Media Traffic Referring Traffic Social Media Traffic Referring Traffic Lion Brand Yarn Ilana Rabinowitz
7. Goals Conversion Rate Newsletter Subscription Catalog Request Submit Order (+200%) (+80%) (+13%) Social Media Traffic Referring Traffic Social Media Traffic Referring Traffic Social Media Traffic Referring Traffic Lion Brand Yarn Ilana Rabinowitz
9. Twitter Measurements Bit.ly links – measuring click throughs with special branded URL (lby.co) New followers – tracking our influence TweetDeck – staying in touch with what’s happening now TwitPic – posting photos and videos Lion Brand Yarn Ilana Rabinowitz
10. Twitter Measurements Twitatyzer (http://www.twitalyzer.com) – your and competitors’ impact analysis. Lion Brand Yarn Ilana Rabinowitz
11. Twitter Measurements Twitter Grader (http://twittergrader.com) – measures the power and authority of your twitter profile. Lion Brand Yarn Ilana Rabinowitz
14. Facebook Content Analysis We asked our fans to tell us their favorite material for hooks and needles. Here’s a visual representation of the top 25 most used words in the post: Lion Brand Yarn Ilana Rabinowitz
15. Youtube Measurements Views “Hot” spots Demographics (compare to Facebook and website) Community engagement (how many times have viewers rated, favorited or commented on video) Subscribers Lion Brand Yarn Ilana Rabinowitz
21. Helpful Free Tools – for generating Word Clouds http://www.wordle.net – feedburner stats to track the numbers of subscribers http://feedburner.google.com – mentions of your brand in blogosphere http://www.blogpulse.com/ Lion Brand Yarn Ilana Rabinowitz
Note: These are NOT in order of priority or weight (and they’re not all weighted equally — not by a long shot).Grader’s Algorithm Factors1. Number of Followers2. Power of Followers3. Updates4. Update Recency5. Follower/Following Ratio6. EngagementDetailed Descriptionhttp://graderblog.grader.com/twitter-grader-api/bid/19046/How-Does-Twitter-Grader-Calculate-Twitter-Rankings
About Klout ScoreThe scores range from 1-100 with higher scores representing a wider and stronger sphere of influence.The Klout Score is a factor of over 35 variables broken into three categories; True Reach, Amplification Score and Network Score.True Reach is the size of your engaged audience and is based on the followers and friends who actively listen and react to your messages. Amplification Score is the likelihood that your messages will generate actions (retweets, @messages, likes and comments) and is on a scale of 1 to 100. Network score indicates how influential your engaged audience is, also on a scale of 1 to 100. The Klout score is highly correlated to clicks, comments and retweets.
