Analytics for Social Media: Askmen Case Study
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Slides from a presentation given by NVI's Analytics expert Agustin Vazquez at Search Marketing Expo East, NYC Oct '09.
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Analytics for Social Media: Askmen Case Study
- 1. INTERACTIVE STRATEGY - 55, AV. MONT-ROYAL W., SUITE 999, MONTRÉAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM CASE STUDY MEASURING SUCCESS: SMO Augustin VazquezLevi @oggy
- 2. CASE STUDY > Client description > Client’s immediate Goals > Potential danger to brand > Measuring Short Term Success > Final Suggestions and Conclusions INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 3. CLIENT DESCRIPTION > Vertical: Major Men’s Magazine Website, a “Cosmo for guys” > Traffic: Receives over 10 Million monthly visits. > Target is Males aged 18-35 … Data based on 44 Articles in a 6 month period. INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 4. CLIENT DESCRIPTION INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 5. SHORT TERM SUCCESS DEFINED > Revenue from display ads (CPM). Increase Page Views and Visits > Generating quick and natural backlinks to affect SE Rankings INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 6. QUICK & IMMEDIATE TRAFFIC Multi Page Articles = 3 X more Average page views per visit Multi-page articles containing 2, 3, 4 or 11 pages. INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 7. THE SOCIAL MOB Negative Comments on longer Multi-page articles became very aggressive. “ Someone copy/pasted a 5 page article as a comment. 400 people up-voted this comment and left replies.” Was this detrimental to short term goals? INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 8. QUICK & IMMEDIATE TRAFFIC INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 9. SOCIAL TRAFFIC VS ALL TRAFFIC > All Traffic had an average 37% drop after first few pages, while Socially referred traffic had a less severe average dropout ratio of 22%. (Surprising!) INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 10. LONG TERM SUCCESS THREATENED? > Recruitment of new readers (Repeat Visits were still higher than average traffic) > Brand perception and promotion of Site: seen as a drop of natural submissions on social platforms & more effort required to push) INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 11. CALMING THE MOB > Finding a reasonable article length without compromising Page Views. Best ratio seemed to be around 3-4 pages for a top 10 Article. > Introduce existing fans to social media sites. INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 12. BE CREATIVE WITH YOUR METRICS “ SOCIAL METRICS” LIKE ANY OTHER METRIC IS USELESS WITHOUT SEGMENTATION. SOME SEGMENTING IDEAS: > Vertical of the article: Sports, Finance, Science, Entertainment, etc. Benchmark with each other. > If pushed on a a particular platform, try segmenting by submitter > Effects on different Platforms > ETC. INTERACTIVE STRATEGY – NVISOLUTIONS.COM