2016 Beer Bloggers & Writers Conference Session: Content creation and community engagement are the current buzzwords. But if you are not using the analytics tools of Google, Facebook, and Twitter you are working in the dark. Robyn Scott of Zephyr Strategy and Dave Rohrer of NorthSide Metrics will enlighten us.

1. ANALYTICS – KNOW THE TRUE STORY
OF YOUR REACH AND ENGAGEMENT
Presented by Robyn Scott of Zephyr Strategy
& Dave Rohrer of NorthSide Metrics

2. WHO IS DAVE ROHRER?
• Once was a web developer.
• Has spent ~10 years in-house and ~6 years at
agencies
• I have worked on Fortune 500 and Fortune 50
accounts
• I have helped many startups get started with SEO
and PPC
• Every company I have worked for has been bought
or spun off (yes really).
• That is a photo of my boss – he is 3 now.
• Currently own and run a Chicago based digital
agency

3. FIND ME ONLINE
Websites:
• Personal Site: http://daverohrer.com
• Agency Site: http://www.northsidemetrics.com
• Beer Site: http://www.brewerytourguy.com
Social:
• LinkedIn: https://www.linkedin.com/in/daverohrer
• Personal Twitter: @daver
• Agency Twitter: @ns_metrics
• Beer Twitter: @brewerytourguy
BBC16 Twitter List:
• https://twitter.com/brewerytourguy/lists/bbc16

4. FIVE QUESTION QUIZ
• Where are my brewers and in-house people? Writers? People that snuck in just
hoping for free beer?
• Who has spent too much time in Ybor or on Church Street over the years? Now
who has no idea where those are?
• Who does it for the (free) beer? Because it is your job? Because you love beer?
Some other reason?
• Who uses a 3rd party service/tool for analytics and/or data beyond Google
Analytics?
• Greatest Tampa Bay Buccaneer Running Back ever?

5. METRICS, SEXY METRICS

6. PLATFORMS
Twitter Facebook Pinterest LinkedIn
Instagram Email Reddit StumbleUpon
Website
(SEO)
Forums Snapchat Others

7. METRICS
Tweet
Impressions
Retweets
Faves, err
Loves
Lists Followers
Lost
Followers
Direct
Messages
Mentions ProfileVisits
Total
Engagements

8. ACTIVITY

9. METRICS
Posts Comments
Organic
Likes
Paid Likes
Unlikes Post Reach
People
Engaged
Mentions
Actions on
Page
Page
Views
Page Likes

10. ACTIVITY

11. METRICS
Impressions Saves Clicks Likes
AVG Daily
Impressions
AVG Daily
Viewers
AVG Monthly
Viewers
AVG Monthly
Engaged

12. ACTIVITY

13. METRICS
ProfileViews Connections Messages Post Likes
PostViews
Ad
Impressions
Ad Clicks
Ad Social
Actions
Ad
Engagements
Ad Spend Ad CTR Ad CPM

14. ACTIVITY

15. METRICS
Posts Followers Following Comments
Likes
Likes Per
Post
Comments
Per Post
New
Followers

16. ACTIVITY
Not Much Here!

17. METRICS
Link Data
Ranking
Data
Traffic
Data
Conversion
Data
PageView
Data
Referral
Data

18. SOCIAL METRIC RESOURCES
 For more information and reading:
• https://www.socialfresh.com/the-future-of-social-media-marketing-stats/
• http://www.rioseo.com/measuring-your-content-marketing-efforts-with-rio-seo-
social-analytics/
• http://www.slideshare.net/unmetric/the-social-media-habits-for-top-us-beer-
brands/
• http://www.shiftcomm.com/blog/influencers-overpaid-data-driven-exploration-
influencer-metrics/

19. 3RD PARTY TOOLS

20. ACTIVITY

21. ACTIVITY

22. ACTIVITY

23. ACTIVITY

24. ACTIVITY

25. ACTIVITY

26. ACTIVITY
https://wordpress.org/plugins/social-metrics-tracker/screenshots/

27. ACTIVITY

28. ACTIVITY

29. NOW WHAT?

30. HIGH LEVEL PROCESS FOR MEASURING
CONTENT
URL
Inventory
Analytics
Data
Link Data
Social
Signal
Data
Ranking
Data
Fall in
Love with
Excel
Analyze
Produce
More
Content

31. 1. INTERNAL URL DATA
Most CMS allow for
export of all pages/posts
CMS Export
Go to your
domain.com/sitemap.xm
l to get a list of all URLs
If you don’t have a
sitemap I suggest using
YoastSEO to help make
one.
Sitemap XML
Use a “crawler” to crawl
your site to obtain a list
of all URLs.
Site Crawl

32. 1. CRAWLINGTOOLS
• http://bit.ly/xenu-signup
• Free
• Simple but effective for smaller sites
• Exports a CSV and/or a report to a
Browser
Xenu
• http://bit.ly/sfrog-signup
• Has a free version with limited
functionality for sites up to 500 pages
• Paid version is only £99.00 PerYear
• Has a great export and overall ability
to dig into a site.
Screaming
Frog
• http://bit.ly/deepc-signup
• Starts at $80 a month for 100,000
URLS
• Great for small to medium sites but
really not cost effective for larger
sites (yet)
• Really nice reporting ability
• Doesn’t impact your computer like
Xenu or Screaming Frog can as it is
SaaS
Deepcrawl

33. 2. INTERNAL ANALYTICS DATA
How many page
views come from
each source?
Source = Social, Paid,
Organic, Direct,
Referral
PageViews
How often is this
page a landing page
i.e. entry point?
Landing
Pages
How many actions
were taken on the
site?
Conversions

34. 3. LINK DATATOOLS
• http://bit.ly/ahrefs-signup
• Great source for link data
• Has other features that make up
for the smaller link data set
(compared to Majestic)
Ahrefs
• http://bit.ly/majestic-signup
• Great tool and data source
• I believe them to have the biggest
and best data set for links
Majestic
• http://bit.ly/linkdetox-signup
• Not cheap but has a great
selection of link data tools
• They use multiple sources for data
so while not a native database,
they likely have the largest
combined data set
Link Research
Tools

35. 4. SOCIAL DATATOOLS
• http://bit.ly/sharedc-signup
• Gives Facebook, LinkedIn,Twitter,
Pinterest and Google + data
• Get data for 1000 to 10000 URLs a
day free
• Cost: Free but limited
SharedCount
• http://bit.ly/crawly-signup
• 500 pages a week free
• Gets G+, Facebook, Pins, Stumbles
and more for a total for each page
• You can crawl any domain
• Cost: Free but limited
Socialcrawlytics
• http://bit.ly/scrapebox-social
• Gets Facebook, Google +1,Twitter,
LinkedIn and Pinterest shares
• Exports it to a nice CSV/Excel
• Crawls any list of URLs you give it
• Cost: One time $97 fee
Scrapebox

36. 5. RANKING DATATOOLS
• http://bit.ly/alabs-signup
• 1000 Keywords and 100 Domains
• Local & MobileTracking
• Daily Updates
• Cost: $99 a month and up
Authority
Labs
• http://bit.ly/serush-signup
• Data is sometimes weeks or
months old
• No control on updating keywords
• 3000 reports per day with up to
10,000 keywords per report at a
time
• Cost: $69.95 a month and up
SEMRUSH
• http://bit.ly/ranker-plugin
• Track unlimited keywords* and
sites
• Exports it to a nice CSV/Excel
• Proxy Support
• Cost: One time $97 fee + Proxies +
$20 One time $20 Plugin fee
Scrapebox

37. 6. FALL IN LOVE WITH EXCEL

38. 7. ANALYZE
 Hey beer + data = FUN (just
more data and not too much
beer) or else you will suddenly
realize your new content ideas
all revolve around horrible
horrible ideas.
 Right @hucksbeerbuzz?

39. 8. COMPETITIVE ANALYSIS + CONTENT
ANALYSIS + GAP ANALYSIS = PRODUCE MORE
CONTENT
So why did I just go through this
whole process? With it you can
do the following:
- Try to understand what content
to make for specific social
networks, keywords and
audiences.
- You could also do this on your
competitor sites to understand
what they are producing and
how it might be doing.

40. 8. COMPETITIVE ANALYSIS + CONTENT
ANALYSIS + GAP ANALYSIS = DONE