Crumbdrop

This past weekend I had the pleasure of working with the Crumbdrop team to create their first app video!  I was thrilled when they asked me to be their video talent.

 

crumbdrop

Check it out the app video here: http://ow.ly/jSgLI .

Crumbdrop is a fun way to capture your adventures and share them with friends. By dropping crumbs on the go, this app lets you create trails that map out your stories in pictures.  Crumbdrop lets you easily add photos and checkins from your phone or online!  Once you are done creating your trail, all you have to do is hit the play button and Crumbdrop will bring your experience to life.

You can download the app by clicking here. They are also on Facebook and Twitter.

We had so much dropping crumbs all around Washington, DC.  Lucky for us the weather was amazing.  One of my favorite things about living in DC is the fact that there is always something to do and something to see.

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Posted in Digital Media Fun

Facebook and Twitter Metrics

Social media metrics can be confusing.  Social data is hard because you might have to pull data from different websites and use different tools.  It also comes it different files and formats.   In order to properly track and measure your efforts, you need to define your metrics and define your metrics by site. Here is a breakdown of the basic Facebook and Twitter metrics you should be tracking.

Facebook

  • Number of posts
  • Clicks and clicks per post
  • Likes and likes per post
  • Comments and comments per post
  • New likes
  • New unlikes
  • Net new likes
  • Negative feedback
  • External refers

Twitter

  • Number of posts
  • Clicks and clicks per post
  • RTs and RTs per post
  • Replies and Replies per post
  • Net new followers

You can pull your post count, clicks, likes, comments, RTs and replies data from your custom publisher.  You can also pull this data from Facebook Insights (FBI).  Personally, I’m not a fan of pulling a FBI post level report because a custom publisher does a better job with presenting data.  FBI is an analysts nightmare!  There are just too many numbers and tabs to look at in an excel doc.

Once you have your number of posts, clicks and engagement metrics you can create your calculated metrics.  When I create a WOW social report, I look at my calculated metrics rather than total volume.  While looking at the total volume is helpful, it’s good to have an understanding of your efforts based on the “per post” level.

It’s easy to forget about some of the “uncommon” Facebook metrics such as negative feedback, external refers, and unlikes.  These three metrics can be found in a FBI page level report.  If you aren’t tracking your negative you should probably start.  When going through FBI, you can find this page towards the end of the report.  This report will give you:

  • Hide all clicks
  • Hide clicks
  • Report spam clicks
  • Unlike page clicks

It is important to have your social report pull in these numbers incase you see a spike.  You want to notice a spike in negative feedback before Facebook does.  Negative feedback does affect your page so it is important to track this daily rather than seeing a large spike a week too late.

Most social tools just pull in net new fans, while this number is helpful to see overall growth, you do want to be tracking unlikes and your net new fans metric cannot show you this.  For example, you can have 100 new likes and 50 unlikes, which will give you 50 net new likes in one day.  It may look like you are doing great in total you should be worried if you see 50 unlikes in a day.  That 50 unlikes is an important number to look into and it’s not something you want to miss.

In the reach tab of FBI (the page, not the report), scroll down to the bottom and you will find an External Referrers section.  Personally I like to know where our fans are coming from and this helps me get an understanding of fan acquisition.

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Posted in Digital Media Metrics & Data

April Fools Day in the Office

Happy April Fools Day!

I LOVE pranks, especially when they are around the office. While April Fools Day is a big holiday for my team, we also enjoy pranking our coworkers when they are out of town.

In 2011 the analytics team set the bar pretty high by doing this:

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Last year, I knew we had to top this prank. Our original idea was to cover our bosses office in balloons, but at the last minute we all deiced that we didn’t want to spend our Sunday blowing up balloons. We quickly decided to nix the balloon idea and cover our bosses office in foil:

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The best part about this prank was that it only took us about 20 minutes. A year later there are foil remains in her office.

Even though the foil prank was a success, we still wanted to cover her office in balloons. To our luck, she left the office for two days in the middle of the week and we seized our opportunity. You know what they say, while boss lady is away, the analytics team likes to play:

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This prank did take commitment. We had about 175 balloons and it took us about two days to complete this. The hard part about this prank was that we would have to blow up balloons every now and then because we kept getting light headed. We also printed out custom memes and pasted those around her office.

Of course my coworker and I did have to take it one step further. After the initial surprise we thought it would be fun to hide in the balloons and scare our boss. When she left her office we carefully hid in the balloons and piled some extra balloons on top to make sure no one could see us. We ended up hiding in there for about 20 minutes before jumping out and completely scaring our boss. It was great! She had no idea we were in there. While she didn’t think it was that funny, the office got a kick out of it:

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2013 Update

We had a hard time coming up with a way to top the ballons, but I think we did!  One night after work we ended up staying late to create scarecrows of ourselves!  We each blew up a balloon, taped a picture of our face to the ballon, then stuffed our clothes with newspaper.  Everyone in the office was so confused.  I’m going to chalk this up as a #win.

You can’t even tell this isn’t me:

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And of course when you double the analytics team, you get double the fun:

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Posted in Digital Media Fun

How to Pull and Organize Tweet Chat Data

Tweet chat data is very interesting to pull.  There are websites that will analyze this for you; both free and paid.  When I first stared hosting tweet chats for fun (aka fan growth) I used HashTracking.  At the time I thought this was great because I didn’t know how to track a tweet chat and the stats they give you make your data look awesome!

A few months ago we when we decided that we wanted to host bi-weekly twitter chats, we realized that:

  1. We needed to understand how tweet chat metrics were calculated
  2. We needed a tool to provide us with this data
  3. We needed to be able to calculate the data ourselves and have both numbers match

Since we were hosting health chats we used Symplr to track our chats.  All you do is select a time frame and Symplr will give you your analytics.  While this site is helpful, I wanted to be able to track tweet chats myself.

Twitter Chat Metrics

Here’s what you need to be tracking:

  • Number of participants
  • Attendee role (you want to be able to differentiate moderator tweets from attendee tweets)
  • Audience reach (to get this number you add up all attendees twitter followers)
  • Total Impressions (attendee follower count multiplied by number of tweets)
  • Total tweets

When grabbing tweet chat data, it is important to be mindful of the time.  If you pull in extra hours your data will not be correct.  A tweet chat is typically an hour, so it is not ok to pull in three hours of data.  Your promotional tweets do not count.

Pulling Tweet Chat Data

When I pull tweet chat data, the only data I really have is the transcript.  Luckily, you can get a lot of information out of this!

I’m going to use #fitblog as an example because I am a big fan of their chats (and moderated once too).  In my tweet deck search column I searched for “#fitblog”, selected a few tweets (normally I would grab everything for the hour), copy and pasted (as text) them into excel.  It should look like this:

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Yes, this does look messy but I promise it’s easy to organize and we will make it look like this:

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While organizing tweet chat data it is important that you don’t grab the actual tweet.  If you do you you will count your attendees twice and your final metrics will be wrong.  Basically we want the first line of every “tweet” so that we can extract the twitter handle. You don’t want to sort by “@” because a user could have @mentioned a user in a tweet and that does not count as an attendee tweet.

While it might take 5-10 extra minutes, I went and categorized every line (ex: time, twitter handle, tweet, conversation). Luckily all the tweets have 4 lines, so I’m just copied and pasted all the way down.

Here’s what I did:

  • I first filtered by twitter handle so we don’t have to focus on other data
  • D2: I added an extra space at the end of the original text so I have a common variable to to look up in a later equation (formula: =A2&” “)
  • E2: Here I searched for “@”  and excel returned where in the text this located (formula: =Search(“@”,A2)
  • F2: Here is where the extra space came in handy; I needed the character count at the end of the text. I’m having excel return the number location of ” “, when it happens after the “@”  (formula: =Find(” “,D2,E2)
  • G2: Here we are subtracting the end of the text from the start of the “@” to extract the twitter handle (formula: =MID(A2,E2,F2-E2)

Now that we have our twitter handles we can calculate our chat metrics!  Here is what your excel spreadsheet will look like:

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I added a date and role column so we can pivot this after.

  • D2: I pasted all my twitter handles and removed the duplicates so we can see who attended.  Next I did a count from our data set to see how many tweets they sent out
  • E2: I had to manually grab twitter followers
  • F2: I multiplied #  of tweets by # of followers

Add a sum at the bottom and you have your tweet chat metrics!  If you really want to get into it, you can pivot your data.  If you do this you can calculate:

  • Tweets per participant
  • Impressions and tweets of a participant vs a moderator
  • Tweet return rate (if you are doing WOW)
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Posted in Digital Media Metrics & Data

Tweet Chats

Tonight I am moderating (well technically it’s @HealthCentral) our first #HealthTipsChat.  I really enjoy moderating tweet chats, I think they are a great way to connect with your followers, influencers and tweeps.  For a brand, this is your chance to show your followers your personality.  You can also get an understanding of what your followers are interested in.

What is a Tweet Chat?

A tweet chat is a pre-arranged chat that happens on Twitter through the use of tweets that include a predefined hashtag to link those tweets together in a virtual conversation.  Tweet chats are an effective and efficient tool for social media marketers looking to expand and engage with online audiences.  These chats are a great way to connect with people in your network and talk about topics of interest online.

How it works:

Each chat has its own #hashtag that lets you  follow along with the conversation in real time.  There are many ways to participate in tweet chats:

  • Type the hashtag into the search box of twitter
    • Pro: The conversation updates much faster than a twitter tool
    • Con: It is harder to respond and RT directly
    • Con: The twitter search function doesn’t always pull in all tweets within a search, you could easily miss some of the conversation
  • You can use a platform such as HootSuite or TweetDeck.  Simply create a column with the hashtag and the page will automatically update as the conversation starts.
    • Pro: It is easy to follow along with the conversation
    • Con: There is a delay time that could leave you minutes behind the chat

Twitter Chat Expectations:

  • Use the hashtag every time you tweet
  • Retweeting is welcomed and encouraged to invite your network into the conversation
    • This is the easiest way to participate
  • It’s not cool to go off topic and use the hashtag for a conversation that doesn’t relate to the theme
  • Only use links, if it is helpful and relevant
  • Too much promotion will get you in trouble and you could be asked to leave

Best Practices

  • Do some research on the hashtag beforehand to get an idea of who you’ll be tweeting with
  • Retweeting:
    • Introduce yourself right as the chat starts
    • When answering a question, make sure to include “A” and the question number before your respond
    • Add a comment before the user’s twitter handle.  Ex: “Agree” or “+1”
    • It is ok to shorten the original tweet to make it fit the character limit.  Try changing “you” to “u”
    • Ask questions that relate to the theme or topic
    • Answer the moderators questions, contribute relevant opinions engage with others and retweet answer or links you find helpful
    • Remember, followers who aren’t participating in the chat can see your tweets
    • Make sure to follow other tweet chat attendees
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Posted in Twitter

5 Tips to Drive Pinterest Sales

Pinterest is now the 3rd most popular social network site in the world.  When used properly, ecommerce stores can leverage their popularity to significantly increase sales.  Here are some tips to help:

1.    Utilize Your Fans
You have tons of fans across social networks, mailing lists and customer lists.  Use your fans to your advantage and tell them about your Pinterest account.  Engage with your fans, ask them to repin your content or give it a like.  You should also ask your fans to share photos of them wearing your product to provide a variety of interesting images for your pinboards.

If you’re new to social media, don’t forget about your personal network.  You’re friends and family will be happy to follow your page.

2.     Create Interesting Boards
Now that you have fans, you need to create fun and interesting boards that your users will engage with.  Creating thematic boards will help spark new interest and new followers.  Pinners want to follow fun and trendy boards that will help give them fashion ideas.

3.     Reuse Your Content
You don’t need to reinvent the wheel when creating content to pin.  Rather than spending time searching the web for photos, pin photos and videos that are already on your site.  Use images from your blog or your website to pin on your boards.

4.     Link Back to Your Site
While this may sound simple, it is the number one thing businesses on Pinterest forget.  You want to make sure you are linking to the product in a pin description.  It is important to make it as simple as possible for users to get back to your site.  Don’t make them jump through hoops to find a pinned product.

Here’s a tip: try putting a link in the comment image to make it easier for users to click back to your site. You can even add tracking to your link.  You can use a site like Bitly to not only track your link, but shorten it as well.

5.     Track Your Metrics
When you know what works (and have data points to prove it) it’s much easier to get the most out of Pinterest.  While tracking follower engagement on Pinterest isn’t as easy as it is on Facebook or Twitter, there are some free tools to help:

    • Pinerly: An easy way to market, track and post content on Pinterest
    • PinReach: Their tool helps the user understand activity, measure impact and gauge success
    • Curalate:  This website makes it easy for brands to measure, monitor, and grow their
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Posted in Pinterest

My Most Liked Facebook Post

Creating Likeable Facebook Posts

I’m always trying to find new ways to engage my (work) social followers while trying to understand what they want to see at the same time.  Facebook posts are tricky, a fan most likely will like, comment, share or click on your post, it is unlikely that they will do all four.  When I create Facebook posts, I normally split my posts up by what I think users will click, comment or like.  Typically I do the 3:1 ratio; three posts that will get clicks and one post that will get the most engagement.  Personally, I try to encourage users to click my links because I am trying to meet my weekly and monthly Facebook UV goals.  As a digital media nerd, I understand that you do need to have engaging content on your Facebook page that users want to like or share. Creating engaging content will keep your fans coming back for more.  

After spending some time analyzing our audience, I came to the quick conclusion that our users love pictures of fruit.  By posting a stock image of raspberries with a call to action, I successfully created my most liked Facebook post:

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When I created this post we only had about 15K fans.

A few things that I took into consideration:

  • It was September, it was a Saturday and it hot day (at least in DC)
  • I added a call to action so that users would click the “like” button
  • I paired this image with an imageless article.  I thought the original article was perfect for social, but I wanted to put a spin on it by adding an image
  • From trial and error, I knew that our fans would “like” a fruit image

This Post Went Viral

While I was expecting to receive a lot of likes from this post, I was not expecting it to go viral.  In the end this image had 139 shares!  139 people thought my post was interesting enough to share (go me!).  One notable Facebook page did pick up this post, which increased our reach:

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In total, this post had a reach of 2,348 unique users and had 5,071 impressions (total count).

The only problem with this post?  I can’t seem to top it!  I’ve tried creating similar posts, but nothing has gone as viral as this post.  My goal is to beat it, one day.

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Posted in Facebook
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