SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

How to measure your socialmedia program

CHAD PARIZMANSCRIPPS NETWORKSINTERACTIVE

HOW TO MEASURE YOUR SOCIAL MEDIA PROGRAM

Chad Parizman @cparizman

@cparizman AIM / Gmail / Instagram

Twitter / LinkedIn

@cparizman

@cparizman

@cparizman

@cparizman

@cparizman

@cparizman

@cparizman

HGTV.com

Standard Traffic 25-Oct vs. Last Year MTD MTD YAG MTD vs. YAG Traffic Sources % of Visits 25-Oct vs last 4 Sat vs last year PVs/Vis % Repeat % Visits with Video % Visits with Gallery

Unique Visitors 445,378 21% 8,529,282 7,167,360 19% Natural Search 41% 200,134 10% 58% 13.2 18% 7% 42%

(Adobe cookies) -15% vs last 4 Sat Visits 483,621 20% 14,041,158 13,257,271 6% Direct 22% 106,277 9% -50% 8.4 47% 10% 16%21% vs last year Vis/UV Page Views 6,178,171 8% 164,751,584 172,488,980 -4% Email 15% 71,929 -49% 26% 13.0 46% 10% 28%

Visits/UV 1.1 -1% 1.6 1.8 -11% Social Media 9% 45,865 -20% 148% 8.9 20% 1% 42%

PVs/Visit 12.8 -9% 11.7 13.0 -10% Other Sites 3% 15,017 13% -84% 8.9 26% 9% 29%

Repeat Visitors 32% -12% 24% 26% -9% Paid Media 5% 24,095 29% 129% 21.0 25% 8% 63%

Video Traffic 25-Oct vs. Last Year MTD MTD YAG MTD vs. YAG

-15% vs last 4 Sat PVs/Vis Unique Visitors 34,989 -33% 646,488 560,022 15%20% vs last year Video Plays 95,946 -39% 2,412,503 2,152,727 12%

% Complete 52% 15% 52% 49% 7%Time Spent/Video n/a n/a n/a n/a n/a

Total Video Plays - % Autoplay 88% -6% 86% 84% 2%-5% vs last 4 Sat Repeat Visitors Videos/Visit 2.6 -10% 2.6 2.8 -7%8% vs last year (%) Overall Visits w/Video 8% -44% 7% 6% 14%

Visits by Device Type - YesterdayDevice Type % of Visits Visits vs last 4 Sat % of PVs PVs vs last 4 Sat PVs/Vis

8% vs last 4 Sat % Video Visits Desktop/Laptop (other) 48% 233,560 -18% 50% 3,102,659 -6% 13.3

-39% vs last year Mobile Phone 30% 144,435 -14% 25% 1,519,334 -4% 10.5 Content Consumed - Desktop & Tablet Browsers - Top 5Tablet 22% 104,486 -11% 25% 1,544,406 -3% 14.8 % of PVs Page Views vs last 4 Sat PVs/Vis Visits vs last 4 Sat Bounce Rate

82% 3,821,196 1% 29.0 131,888 5% 21%

Visits by Device - Rolling 30 Days 9% 399,132 127% 3.4 117,602 90% 12%3% 119,861 -2% 1.8 67,417 1% 65%2% 95,695 -23% 1.8 53,371 -23% 22%1% 27,515 0% 1.5 17,833 -2% 32%

% of PVs Page Views vs last 4 Sat PVs/Vis Visits vs last 4 Sat Bounce Rate38% 1,761,608 29% 8.8 201,188 62% 23%25% 1,151,922 -9% 55.3 20,846 -5% 31%15% 674,850 -10% 13.0 51,926 -8% 35%12% 549,121 168% 18.5 29,611 41% 34%2% 110,585 -4% 4.6 24,300 12% 31%

Content Consumed - Mobile Phones Browsers - Top 5% of PVs Page Views vs last 4 Sat PVs/Vis Visits vs last 4 Sat Bounce Rate

Video Engagement by Device Type - Yesterday 78% 1,189,279 3% 21.3 55,892 8% 30%Device Type % of Vid. Vis. Video Visits vs last 4 Sat % of all Visits % of Vid. Plays Plays vs last 4 Sat Vid/Vis 7% 111,577 12% 2.6 42,790 14% 36%Desktop/Laptop (other) 87% 31,906 26% 6.6% 88.7% 11% 2.7 6% 97,782 195% 3.2 30,990 133% 24%

Mobile Phone 4% 1,310 -23% 0.3% 2.1% -30% 1.5 4% 54,434 -14% 2.6 20,853 -19% 32%Tablet 10% 3,582 -15% 0.7% 9.1% -12% 2.5 1% 15,479 -8% 1.9 8,162 -6% 39%

Page Views - MTD % of PVs Page Views vs last 4 Sat PVs/Vis Visits vs last 4 Sat Bounce Rate

Video Visits by Device - Rolling 30 Days 48% 733,778 28% 8.8 83,682 55% 29%21% 313,334 -8% 12.5 25,093 -7% 35%14% 207,529 133% 16.1 12,856 32% 30%8% 119,671 -12% 24.8 4,821 -13% 31%3% 38,438 -20% 3.5 10,981 8% 54%

% of Visits 25-Oct vs last 4 Sat Avg PV/Vis % Repeat VisitorSite Sign-In

0% 2,033 -21% 13.5 73%100% 481,588 -15% 12.8 12%

Engagement % of Visits 25-Oct vs last 4 Sat

Depth on Site % of Visits 25-Oct% of Vis Pt Change

vs last 4 Sat62% 300,769 -2% Pts17% 80,553 2% Pts

Video Plays - MTD Photo Gallery Views - MTD Yesterday PVs by Hour Yesterday Video Plays and Gallery Views - By Hour

Report Data Definitions: https://wiki.scrippsnetworks.com/x/zJxQB

October 25, 2014

16%

Logged In

Consuming 5+ PVs24% Pts-5% Pts

% of Vis Pt Change

20%Not Logged InNew Registrations

Consuming 1 PV

CommentsRate My Space

Social Shares

vs Last Year

5+ PV Visits w/o Ph. Gal. Visitn/a

n/a

n/a

1.1n/a

-100%n/a

MTD vs Budget

n/a

32% n/a

n/a

n/a

-26%

roomsoutdoors

Traffic Types and SourcesTraffic Metrics

page views

*EOM Projection displays after Day 3Source: Adobe Analytics

6,178,171

Key Measures

unique visitors

visits 12.8

445,378

483,621

95,946

Unique Visitors* - MTD

video plays 8%

sectiontopic

vs Last Year

Page Types

photo-gallery

textarticle

section

on_tv

topic

Page Types

photo-galleryarticle

text

decorating

MTD vs Budget

n/a

2843%3%

56%

designers_portfolio

on_tv

Site Sections

Site Sections

decoratingdesigners_portfolio

roomsoutdoors

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31

Last Year This year EOM Projection

0

50

100

150

200

250

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31

Millions

Last Year This Year EOM Projection Strat Plan

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

12 AM 4 AM 8 AM 12 PM 4 PM 8 PM

last 4 Saturdays 10/25/2014

-50,000

100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000

9/25 9/27 9/29 10/1 10/3 10/5 10/7 10/9 10/11 10/13 10/15 10/17 10/19 10/21 10/23 10/25

Desktop/Laptop (Other) Mobile Phone Tablet

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

9/25 9/27 9/29 10/1 10/3 10/5 10/7 10/9 10/11 10/13 10/15 10/17 10/19 10/21 10/23 10/25

Desktop/Laptop (other) Mobile Phone Tablet

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

9/25 9/27 9/29 10/1 10/3 10/5 10/7 10/9 10/11 10/13 10/15 10/17 10/19 10/21 10/23 10/25

Traffic by Source - 30-Day Rolling

Natural Search Direct Email Social Media Other Sites Paid Media

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

12 AM 4 AM 8 AM 12 PM 4 PM 8 PM

Phot

o G

alle

ry &

Tot

al P

Vs

Vid

eo P

lays

Yesterday's Gallery Views Yesterday's Overall PVs Yesterday's Video Plays

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31

Last Year - Video MTD - Video EOM Projection Strat Plan

-

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31

Last Year - Views MTD - Views EOM Projection

@cparizman

@cparizman

• Huge reports with tiny writing

• Distributions to 50+ employees

• Every KPI for every platform

• Automating reports

• Relying on other people

• Data without analysis

@cparizman

@cparizman

@cparizman

• Analysts are your best friends

• Combine sources in unique ways

• Different reports for different teams

@cparizman

• 271 Facebook posts drove:16.1M PVs & 712k Visits for 22.6 PV/V

• 105 Facebook posts drove:427k PVs & 64k Visits for 6.7 PV/V

• 20 Facebook posts drove:6,233 PVs & 374 Visits for 16.7 PV/V

• 44 Facebook posts drove:581 PVs & 66 Visits for 8.8 PV/V

• 104 Facebook posts drove:24k PVs & 2.8k Visits for 8.5 PV/V

• 64 Facebook posts drove:72k PVs & 31k Visits for 2.3 PV/V

@cparizman

Page

View

s

# Po

sts

Number of Posts vs Page Views from Posts Last 18 months - HGTV

@cparizman

• Social Media traffic to the Home sites continues to rise due to both increased posts from our accounts as well as organic growth of social networks.

• Social page views to HGTV.com increased 254% during the first 7 months of 2014 while SEO dropped 10% and Direct fell 31%

• Social page views to DIYNetwork.com increased 145% during the first 7 months of 2014 while SEO increased 32% and Direct fell 12%

@cparizman

@cparizman

@cparizman

@cparizman

@cparizman

• Analysis needed, not requested

• Meet regularly to review

• Showcase social listening

@cparizman

SOCIAL VISITSPVs Visits

• Social now drives more traffic to Food sites than Email

• Social will drive more traffic to Home sites than Direct in 2015 based on current rates

@cparizman

• Analysis needed, not requested

• Meet regularly to review

• Showcase social listening

@cparizman

• Social Media drove:2.7M Page Views (5.1%)422k Visits (6.3%) w/ 6.4 PV/V16k Video Plays (1.4%)

• 105 Facebook posts reached 5.7M users w/12.2M impressions & 354k engagements

• 152 Tweets w/ 1.4k RTs and 1.9k Favs

• 352 Pins w/ 34.3k Repins and 6k Likes

• 48 Instagram posts w/ 12.7k Likes and 334 Comments

@cparizman

• Analysis needed, not requested

• Meet regularly to review

• Showcase social listening

@cparizman

@cparizman

@cparizman

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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014