Dbc 2015 analytics for design bloggers -final

Social Media Analytics for
Interior Design Bloggers
Marshall Sponder
CEO of WebMetricsGuru INC
Faculty Lecturer - Zicklin School of Business and
Adjunct Instructor - Rutgers University
design-bloggers-conference.com 1

What this presentation will cover
A new approach to Social Media Analytics for
Interior Designers desiring to benchmark their own
growth and progress in Social Media.
• Introduction and Measurement Methods
• Case Studies assessing Interior Designer online
presence
• Takeaways

Introduction &
Measurement Methods

About Me:
Teach:
Baruch College :
http://www.baruch.cuny.edu/directory/detail.jsp?oid=204506620
Rutgers University: http://www.masongross.rutgers.edu/content/marshall
Write:
ClickZ: http://www.clickz.com/author/profile/2854/marshall-sponder
Blog: http://webmetricsguru.com/
CMSWire: http://www.cmswire.com/author/marshall-sponder/
Book:
http://www.amazon.com/Social-Media-
Analytics-Effective-
Interpreting/dp/0071824499/ref=reader_auth_
dp

Some of what I teach at @Zicklin School of Business
Web Analytics (Adobe
& Google Analytics)
Viral Media Analytics
Social Media Analytics
SEO/SEM, Email
Marketing, etc.
Programmatic
(MediaMath)/trading
desk
Audience Analytics
(Comscore)
DIGITAL PROGRAM

Created a popular course at Rutgers University,
offered since 2012 @ Mason Gross School of the
Arts (online)

The Analytics Selfie first iteration turned out to
be based on my RUTGERS online course.

Defining and Using Key Performance Indicators (KPIs)
Interior Designers
have more than
one goal,
however, Social
Media is
historically most
effective for
CREATING
AWARENESS
Increased Awareness can lead to higher lead generation, interior design consults,
and so on – social media assists these goals, but full attribution has been lagging.

Social Media takes place across many devices, channels and
“sessions”, easier to measure awareness than attribution.

Are your KPIs Actionable?
When a KPI for your Interior Design Business quickly
moves up or down you will/would do what? ……..
• Example: If Pinterest visits to my ID blog go down I would (1-
check website, 2 – increase Pinterest marketing activities, etc.)
• Example: If Facebook Shares on a product or service post were to
go UP quickly I would (1- understand why customers are
responding to and 2 – ensure I have the enough of the
product/service available, etc.)
Note: Many businesses, while interested in Social Media, are not positioned to
take any action for a variety of reasons. In this instance, the data would be
considered “NOT ACTIONABLE” – though the cause may or may not be related to
the “DATA” being collected.

Defining Your KPIs (what/why/how many)
• How are we doing today? (what/why) (need 3-5
KPIs) – 10 is probably too many. Annotations help
(can do this in both Adobe and Google Analytics).
• The more that you can tie your Interior Design
business data to your web data, the more the
resulting information will be actionable.

12
1. Increase website visitors
Your Biz/Enterprise goal(s)
2. Win Interior Design Awards 3. Six months
Timeframe
4. Wealthy Homeowners 5. Civic Foundations
6. Residential Architects
Audiences (specify demographics when available)
8. Atlanta GA area
Location(s)
8. Change website design 9. Update website functioning
13. Increase social media presence
10. Make “contact us” link more visible
11. Create alumna page 12. Make “subscribe” button more visible
Tactics (How are you going to do it) – can also be program names or digital channels
18. Search engine traffic 19. Page depth/duration 20. Conversion rates 21.Social media presence
Key Performance Indicators (KPIs)
14. Increase online presence 15. Increase engagement 16. Increase applications 17. Increase donor pool
Key Business Requirements (KBRs)
7. Donors
Chart out a Online Marketing Plan to achieve
Success in your chosen goals

2. Balance the areas
of strength and
weaknesses,
strategize what will
improve Business
Presence
3. Actualize
on a pilot
basis, points 1
and 2
4. Deploy
findings, test
and then,
automate
5. Refine,
periodically re-
examine, re-pilot
and re-deploy as
needed.
1. Use
Analytics
Selfie to
benchmark
current
presence
Interior Designers should develop an “Iterative”
Process to improve their Social Media Online
Presence

• Free Social Media tools provide good enough reporting of basic social
media metrics.
• The biggest issue with social media metrics are missing or inadequate
frameworks that provide meaning and context to the data.
• At the Zicklin School of Business we developed a basic set of metrics
and methodology that can be used to profile almost ANY web
presence, to prod growth and improvement whilst recording web
presence over time.
How to collect Key metrics for
measuring social media performance

Blogs (domain
Score)
Videos (Pixability
Score)
Twitter (Social
Authority Score)
Facebook Pages
(Likelyzer Score)
LinkedIn
(Connections or
Followers)
SEO (SEMRush
Rank)
Instagram
(Followers)
Pinterest
(PinAuthority
Score)
Local Visibility
(Nibbler Score )
Overall Website
(Nibbler Score)
Ten Dimensions examined for The Analytics Assessment

How Does an Interior Designer’s
Online Presence impact their business visibility?
• Blogging has traditionally been the foundation of online
presence, yet our assessment goes beyond blogging and
covers 10 dimensions of social media activity (see previous
slide).
• Other online channels important for Design Bloggers are
specialty social networks (Houzz), private social channels
(Snapchat) and modes of online behavior (Viral Lift and
Word of Mouth) will be built into a future version of this
assessment.

Created an approach called “the Analytics Selfie” to
generate soft assessments on anyone’s online presence
and get the 1000 foot view of it.
Refer to
ClickZ
article
detailing
how the
following
charts are
generated

Methodology
Each Dimension of Online Presence is rated on a scale of 0-5
then is normalized and visualized at once, in a Radar Chart.

Designer is doing well with its website and SEO, but could expand on Instagram, be
more responsive on Facebook, increase the social sharing of its videos and increase
its following on Twitter. Each increase of a dimension brings further opportunities
Sample Interpretation - Charting Online Presence

The Selfie Diagrams show not only where online presence is
strong or lacking, but the audiences that are being reached, or
not, though that presence.
Source:
http://www.snydergroup
inc.com/2014-stats-
comparison-top-6-social-
media-platforms-
infographic/

Each Social Media Channel has its own unique
audience demographics to connect with
Source: http://www.slideshare.net/mmmsocialmedia/social-media-marketing-for-musicians-35271915

The
opportunity
for building
audience
online that
can lead to
Interior
Designer
Contract
work has
never been
greater
Social
Media/Digit
al Channel
Web
Audience
(ComScore,
10/2014)
Notes
Twitter
(great for
“awareness”)
34.8 million
UV
Approximately 14 million UV is interested in
Performing Arts and Music, though Performing
Arts alone is very Niche (120K). About 1/3 of this
audience cross visits Tumblr, GoodReads,
DevientArt, Glassdoor, Pinterest and LinkedIn,
while almost everyone who has a Twitter
account also has a Facebook account they
visited that month.
Facebook
(great for
Engagement)
131 million
UV
About 650,000 people monthly are interested in
Arts and Culture. Essentially, perhaps half the
monthly visitors have some interest in Art and
Music. About 34% of the audience also cross
visits LinkedIn, Pinterest and Google+, etc.
LinkedIn
(great for
business
networking)
48.4 million
UV
While LinkedIn has over 300 million users, the
interaction (and speaking only of the United States in
this context) is much less, with around 48 million, and
less than 100,000 people who are specifically
Arts/Music based. The audience is certainly larger than
this – but use LinkedIn to get new professional work,
possibly new gigs.

Example Readout
The assessment
of Roulette
Intermedium (the
Facebook Page of
a performance
venue located in
Brooklyn, NY) is a
“2” out of “5”
based on the
rating scale in the
previous slide.
Note: The
assessment
scores can
change over
time, which
is one reason
to record
and compare
them.

At Baruch we developed the selfie approach to profile the
strength of anyone’s online marketing presence over time.

Changes
over time
are much
easier to
see and
act on
when
visualized
in this
way.

Benchmarking
Interior Designer Online Presence

Running the Assessment on Interior
Design Bloggers Hall of Fame inductees
Category: Best Overall Design Blog:
•Paloma Contreras, La Dolce Vita
•Tobi Fairley, Tobi’s Blog
•Stacy Bewkes, Quintessence
Date of Assessment: 2/11/15

Running the Assessment on Interior
Design Bloggers Hall of Fame inductees
•Category: Best Design Blog Graphics,
Photography, & Presentation:
• Design Chic, Beth Woodson and Kristy
Woodson Harvey
• Cassandra LaValle, coco+kelley
• Grace Bonney, Design Sponge

Email
Traffic
Direct (no
referrer)
Programmatic
Interior Designer Social Media Presence involves
attracting and leveraging many sources of web traffic
Social Media
Traffic/Content
Organic and
Paid Search
Engine Traffic
GeoSocial -
Mobile
SoLoMo

Measuring Change over
Time is the best way to
use Analytics in Social
Media, because it is
actionable.
There are no absolutes, only relative progress or the lack, thereof.

6 Case Studies using the Analytics Selfie
for ID social media measurement

Paloma Contreras, La Dolce Vita
http://www.similarweb.com/website/ladolcevitablog.com
Issue Solution
> Images Low text/metadata impacts search traffic
< Twitter Social Authority on Twitter is low – impacting how
likely La Dolce Vita will be retweeted / followed
< Facebook Page is not interactive enough – lots of money on
the table not being picked up.
< SEO Content is not being created with SEO in mind,
searches are mostly branded.
EST Social Media Referrals

Tobi Fairley, Tobi’s Blog
http://www.similarweb.com/website/tobifairley.com
Issue Solution
< Video Failed to develop a viable video presence
< Facebook Page isn’t interactive and not enough photos are
being posted.
< Visual SM should be stronger here, esp. for an interior
designer – everything is so visual
< Local SEO Address not posted on local directories, Yelp,
Google/Yahoo, etc.

Stacy Bewkes, Quintessence
http://www.similarweb.com/website/quintessenceblog.com
Issue Solution
+ Video YouTube Channel is pretty well set up
< Facebook Page isn’t interactive and not enough photos
are being posted.
< Visual SM Pinterest channel has a low number of
followers, Instagram OK, but could improve.
Google/Yahoo, etc.

Design Chic Beth Woodson & Kristy Woodson Harvey (Low scores on LinkedIn and Facebook)
http://www.similarweb.com/website/mydesignchic.com
Issue Solution
- Video No YouTube Channel – should create one
< Facebook Page isn’t interactive and not enough content is
posted.
- LinkedIn No LinkedIn Channel – should make one
Google/Yahoo, etc.
< Visual SM Low Instagram followers and not much
Pinterest

Cassandra LaValle, coco+Kelley (developed Pinterest but not Instagram)
http://www.similarweb.com/website/cocokelley.com
Issue Solution
- Video No YouTube Channel – should create one
< Facebook Page isn’t interactive and not enough content is
posted.
- LinkedIn No LinkedIn Channel – should make one
Google/Yahoo, etc.
- Visual SM Almost 0 presence on Instagram and lower than
average presence on Pinterest.

Grace Bonney, Design Sponge (did well with Instagram but not Pinterest)
http://www.similarweb.com/website/designsponge.com
Issue Solution
+ Video Strong YouTube Channel
< Facebook Users can not post to the page and the page is
not engaging enough.
- LinkedIn LinkedIn is surprisingly low in the number of
followers to the company page.
Google/Yahoo, etc.
- Pinterest lower than average presence on Pinterest.

Additional Interior Design Case Studies
•Timothy Corrigan
•Design Tripper

Timothy Corrigan, timothy-Corrigan.com (no visual social media)
http://www.similarweb.com/website/timothy-corrigan.com
Issue Solution
+ Blog Strong Domain Score
- YouTube No YouTube Channel
Google/Yahoo, etc.

Jennifer Boles - A Peak of Chic (failed to develop Visual Social Media)
http://www.similarweb.com/website/thepeakofchic.blogspot.com
Issue Solution
+ Blog Strong Domain Score
- YouTube No YouTube Channel
Google/Yahoo, etc.

Composite Analytics Selfie
• DesignSponge knocks
it out of the park on
SEO and Instagram.
With their group blog
and several columns,
the get much more
traffic than any of the
others.
• Most ID have not
done any Local
Search Optimization,
or SEO, in general.
• Most ID have not put
enough attention into
their Facebook
pages.

Learnings from the Case Studies
• Pinterest is the single most important factor in driving relevant
traffic to Designer websites/blogs.
• Most Interior Designers have superior networking skills (out of
necessity) and most have strongly developed LinkedIn profiles,
which isn’t the case with Fashion Designers, et al.
• SEO is usually poor in most Interior Designer blogs; there is often
not enough text, and its not optimized to drive traffic to the
website/blogs.
• While most Interior Designers have regional clients, they all seem
to have forgotten to put their local addresses prominently on their
websites and communications.

Next Steps

If your willing to invest in Web Analytics,
whilst linking it to social media and geo-
location, you can hyper-charge and
better leverage your social media
outreach

You can track Social Media in exact locations
and even in real time

We can view the clickstream of the physical and cultural world
much as we could in Web Analytics

Converged web visit data with Zip code and
Neighborhood data, (via Unique variables set up in Web
Analytics).

Converged web
visit data with
Zip code and
Neighborhood
data, (via
Unique
variables set up
in Web
Analytics).

Converged web visit data with Zip code and Neighborhood data,
(via Unique variables set up in Web Analytics).

Resources
• SEO for Interior Designers
• Social Media Resources for Interior Designers
• Websites for Interior Designers

Thank You!
Marshall Sponder, CEO
@webmetricsguru
Lecturer - Zicklin School of Business
Baruch College
Marshall.sponder@baruch.cuny.edu
Now.seo@gmail.com

BACKUP

Social Media Benchmarking Metrics & Free tools used at the Zicklin School
of Business and Rutgers University for benchmarking .
Chanel Metric 3rd Party Tools Used Limitations (caveat)
Domain Score Blog Analyzer http://www.webseoanalytics.com/free/seo-
tools/blog-analyzer.php
Public hosted Tumblr and WordPress can be
reported instead of blog url. Could use
Videos Pixability Score Pixability Grader
http://www.onlinevideograder.com/grader/
Only works for YouTube Channels
Twitter Social Authority Followerwonk https://followerwonk.com/ (Social
Authority https://followerwonk.com/social-authority)
Fragmented and shallow metrics make it
imperative to look past followers.
Facebook Likealyzer Score Likealyzer www.likealyzer.com/ Works on Facebook Business pages only
LinkedIn Connections OR
followers
LinkedIn number of Connections (personal pages) or
number of followers (Business Pages)
None, but LinkedIn other provides priority
metrics for paid customers.
SEO SEMRANK rank
score
SEMRush http://www.semrush.com/info/ The SEMRush
rating of the websites' popularity based on organic traffic
coming from Google's top 20 organic search results.
Sampled and estimated data.
Instagram Instagram
followers
Instagram’s followers is what is used for this metric
because there is no overall score for Instagram produced
by a free platform tool.
Depending on your goal(s), other metrics may
be more important than followers.
Pinterest PinAuthority
rank
pinauthority.com Ranks each Pinterest account Depending on your goal(s), other metrics may
be more important than PinAuthority rank.
Local Search
Listings
Nibbler Local
Presence Score
Nibbler produces several metrics including local search
directory visibility http://nibbler.silktide.com
Local visibility does not include check in –
geolocation data which we left out for now.
Overall Web
Presence
Nibbler Score Nibbler produces an overall website score that factors in
several factors - http://nibbler.silktide.com/en_US
Free version of Nibbler only looks at 5 pages
of your website (not sure which 5 it chooses).
Blogs

Social Media Benchmarking Metrics & Free tools used at the Zicklin School
of Business and Rutgers University for benchmarking
Metric Explanation Why its Used in the Assessment
Domain Score Measures the importance of a domain on a logarithmic scale from 0 to
100.
Domain Score is a composite metric that SEOs use to
gauge the health of a website for SEO purposes.
Pixability Score Measures how well video is being used on a website along with how
effective your YouTube channel is.
Most online videos run on YouTube and Pixability has
one of the few tools that accesses them.
Social Authority Social Authority is a 1 to 100 point scale that measures a user's influential
content on Twitter.
Imperative to look past followers and adopt qualitative
metrics, SA being one of them.
Likealyzer Score Measures the potential and effectiveness of your Facebook Pages by
evaluating posting and other Facebook page metrics.
A good diagnostic and scoring tool for Facebook pages
though it does not analyze personal pages.
Connections OR
followers
LinkedIn has connections for personal pages and followers for business
pages.
LinkedIn has a lot of metrics, but most are not free
while our metric is free.
SEMrush rank
score
The SEMrush rating of the websites' popularity based on organic traffic
coming from Google's top 20 organic search results.
Free tool that does a decent job of measuring organic
SEO effectiveness.
Instagram
followers
Instagram followers is a popularity metric the measures the size of your
community on this platform.
None of the free or paid tools provide an Instagram
effectiveness score, so we just use followers.
PinAuthority
rank
PinAuthority provides statistics of Pinterest usage and influence. PinAuthority is the only tool that provides a metrics
score for a Pinterest account and its free.
Nibbler Local
Presence Score
Measures the local address listings for the business is found in all of the
directories we tested such as Foursquare, Yahoo and Google Local, Yelp.
Hard to score local check-in or listings but needed a
local score, so we selected this metric.
Nibbler Score The overall score on several assessments that Nibbler provides There are a couple of website graders and we liked
Nibbler’s breakdown the best.

To Sum up - Return on Investment can be measured in
several ways.
Caveat: ROI for Social Media had been hotly debated and debunked.
METRICS TYPE METRICS and possibly, Key Performance Indicators
(according to your goals and possible Use Case)
Best Uses (and where to find the
data)
Raw Metrics
(diagnostic)
I.E:, Pageviews, visits, shares, bounce rate, time spent, number
of shares, likes, views, etc.
Campaign Measurement
(Web Analytics).
Visibility Metrics
(Do they see us?)
I:E:, SERPs, Facebook Fans/Followers, Twitter Followers, YouTube
Channel Subscribers, YouTube views, YouTube Video Shares,
LinkedIn connections, LinkedIn Company Followers, Instagram
Followers, Pinterest Re-Pins, Local Directory Listings, etc.)
Public Relations / Audience
awareness (individual channel
analytics OR analytics platforms
with API access to the same).
Business Metrics
(Financials) $$
I:E:, Client Inquiries, Client Bookings, Financials, Profit/Loss,
Financial Return on Investment, etc.
Line of Business, (Cognos,
Salesforce, etc.)
Offline Metrics
(circulation)
I:E:, House viewings, out door advertising, trade advertising,
print advertising, newspaper ads, conference presence, etc.
Business Offline, manually
collected and Tabulated.
SoLoMo Metrics
(presence –
context)
I:E:, Number of devices detected (heat map), check-in data, Wi-
Fi hotspot data, iBeacons, NFC, etc.
Mobile - collection of these
metrics are in proprietary mobile
analytics platforms.
Marketing Metrics
(Persuasion)
I:E:, Email subscribers, email leads, email bounces,
Programmatic- Impressions, Paid Search Impressions, Re-
Targeting, Demographic and Psychographic targeting, etc.
Branding and Engagement (found
in various Marketing Analytics
platforms).
Social / Viral
(advocacy)
I:E:, Viral Lift, Word of Mouth, Recommendations, Referrals Relationship Building (Social
Media / Opinion based platforms)

Dbc 2015 analytics for design bloggers -final

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