Analytics for Social Media: Askmen Case Study
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Transcript of Analytics for Social Media: Askmen Case Study
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
CASE STUDY
> Client description
> Client’s immediate Goals
> Potential danger to brand
> Measuring Short Term Success
> Final Suggestions and Conclusions
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
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
CLIENT DESCRIPTION
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SHORT TERM SUCCESS DEFINED
> Revenue from display ads (CPM). Increase Page Views and Visits
> Generating quick and natural backlinks to affect SE Rankings
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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
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?
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QUICK & IMMEDIATE TRAFFIC
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SOCIAL TRAFFIC VS ALL TRAFFIC
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> 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!)
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
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
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