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Social Media Measurement
Using Google Analytics
AGENDA

   MINDCOMET
   KEY PERFORMANCE INDICATORS
   TRACKING TOOLS
   MEASURING KPIs
   NEXT STEPS
MEET MINDCOMET


       AR
         T
KPIs
What to Measure?
What Can Be Measured?
KPIs
     for Social Media
 Traffic - Quantity & Quality
  Growth, Percentage of Total Traffic, Value of Traffic


 Engage...
TOOLS FOR TRACKING
Segment & Identify
TOOLS
  Social Media Measurement

  Campaign Tagging
   Link Shortening Services & Click Tracking


  Advanced Segmentatio...
Tagging
    Google URL Builder
SOURCE
Publication sending traffic
ex. Twitter, Yelp, Facebook
INITIATIVE         SOURCE       Tagging
      Twitter          twitter         Google URL Builder
   Twitter Trivia      t...
INITIATIVE        SOURCE        MEDIUM    Tagging
      Twitter         twitter       social       Google URL Builder
   T...
INITIATIVE        SOURCE       MDM CAMPAIGN          Tagging
   Twitter         twitter     social   general          Goog...
Tagging
    Google URL Builder
SOURCE
Publication sending traffic
ex. Twitter, Yelp, Facebook


MEDIUM
Type of trafic
ex. ...
Tagging
   Google URL Builder

WHAT DOES IT LOOK LIKE?
http://kittensupply.com/?
utm_source=youtube&utm_medium
=social&utm...
Tagging
    Google URL Builder

WHAT DOES IT LOOK LIKE?
http://kittensupply.com/?
utm_source=youtube&utm_medium
=social&ut...
Tagging
    Google URL Builder

WHAT DOES IT LOOK LIKE?
http://kittensupply.com/?
utm_source=youtube&utm_medium
=social&ut...
Click Tracking
    Link Shorteners
DUAL PURPOSE
Shorten ugly links & track clicks

bit.ly
Basic clickthrough tracking, but...
Click Tracking
    Link Shorteners
DUAL PURPOSE
Shorten ugly links & track clicks

bit.ly
Basic clickthrough tracking, but...
SEGMENTATION
    Google Analytics
PURPOSE
Identify customer groups or traffic
patterns and compare to baseline.
Break traf...
Advanced Segmentation
      How To       CLI
                         CK
Advanced Segmentation
         How To




 CLI
    CK
Advanced Segmentation
                How To          BUI
                                      LD




DIM
   ENSI
       ...
Advanced Segmentation
      How To       CLI
                         CK
Advanced Segmentation
      How To
DEFINING GOALS
              in Google Analytics



Definition:
 A goal represents an activity or a level of
 interaction ...
DEFINING GOALS
              in Google Analytics

  Assessing Business Objectives
   Visualize/Understand Goal Funnel, Opt...
DEFINING GOALS
          in Google Analytics
    CLI
       CK
DEFINING GOALS
      in Google Analytics




               CLI
                  CK
DEFINING GOALS
      in Google Analytics
DEFINING GOALS
      in Google Analytics
DEFINING GOALS
      in Google Analytics
DEFINING GOALS
      in Google Analytics
ASSIGNING GOAL VALUE
              in Google Analytics
  Track Success in Dollars & Cents
  What is your Goal Worth?
   ex...
CUSTOM REPORTS
     via Google Analytics




                            via kaushik.net
CUSTOM REPORTS
     via Google Analytics




      CLI
         CK
CUSTOM REPORTS
     via Google Analytics
CUSTOM REPORTS
     via Google Analytics
CUSTOM REPORTS
     via Google Analytics




                            via kaushik.net
POTENTIAL KPIs
for Social Media Engagements
TRAFFIC GENERATION
       Metrics to Watch


    Overall Traffic Growth
    Share of Traffic from Social Media
    New vs ...
TRAFFIC GENERATION
             Share of SM Traffic

 Channel    Jan   Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec



  Tw...
ENGAGEMENT
          Metrics to Watch


  Clickthrough
  Length of Visit
  Depth of Visit
  Recency
  Interactions on Site...
GOALS & ECOMMERCE
       Metrics to Watch


   Total Conversions
   Conversion Rate
   Conversion Value
   Reverse Goal Pa...
COST SAVINGS
         Metrics to Watch


  Compare to Other Channels:
   Cost Per Conversion
   Cost Per Sale
   Revenue P...
Next Steps
Setup Google Analytics
Define Goals (in GA)
Discover KPIs
Tag Your Social Media Links
Segment Your Data
Build C...
RESOURCES

ConversionUniversity.com
 Videos & Thorough How-To’s


Kaushik.net
 Avinash Kaushik - Google Analytics Evangeli...
Questions?


             @at1mp
             art@mindcomet.com
             mindcomet.com
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Social Media Measurement Using Google Analytics

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Discussion and how-to regarding using Google Analytics to measure traffic from Social Media initiatives by Art Wilbur, as presented to Doterati at CoLab Orlando on Feb 19, 2010.

Covers basic KPIs, campaign tagging, advanced segmentation, goals/eCommerce and custom reporting in Google Analytics. Also click-tracking, link shortening and other related items.

Video will be available on Doterati.com in the near future.

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Transcript of "Social Media Measurement Using Google Analytics"

  1. 1. Social Media Measurement Using Google Analytics
  2. 2. AGENDA MINDCOMET KEY PERFORMANCE INDICATORS TRACKING TOOLS MEASURING KPIs NEXT STEPS
  3. 3. MEET MINDCOMET AR T
  4. 4. KPIs What to Measure? What Can Be Measured?
  5. 5. KPIs for Social Media Traffic - Quantity & Quality Growth, Percentage of Total Traffic, Value of Traffic Engagement Level Goal Conversion Direct Sales (eCommerce) Average Sale, Conversion Rate Cost Savings Versus Other Sales Channels
  6. 6. TOOLS FOR TRACKING Segment & Identify
  7. 7. TOOLS Social Media Measurement Campaign Tagging Link Shortening Services & Click Tracking Advanced Segmentation Goals/eCommerce Custom Reporting
  8. 8. Tagging Google URL Builder SOURCE Publication sending traffic ex. Twitter, Yelp, Facebook
  9. 9. INITIATIVE SOURCE Tagging Twitter twitter Google URL Builder Twitter Trivia twitter SOURCE Facebook Fan Page facebook Publication sending traffic Facebook App. facebook ex. Twitter, Yelp, Facebook YouTube youtube YouTube Contest X youtube Monthly Newsletter email Email Blasts email Search Campaign A bing Search Campaign B yahoo Banner Campaign A dailykitten Banner Campaign B puppyfinder
  10. 10. INITIATIVE SOURCE MEDIUM Tagging Twitter twitter social Google URL Builder Twitter Trivia twitter social SOURCE Facebook Fan Page facebook social Publication sending traffic Facebook App. facebook social ex. Twitter, Yelp, Facebook YouTube youtube social MEDIUM YouTube Contest X youtube social Type of trafic Monthly Newsletter email email ex. CPC, Social Media, Email Email Blasts email email Search Campaign A bing cpc Search Campaign B yahoo cpc Banner Campaign A dailykitten cpc Banner Campaign B puppyfinder cpc
  11. 11. INITIATIVE SOURCE MDM CAMPAIGN Tagging Twitter twitter social general Google URL Builder Twitter Trivia twitter social trivia SOURCE FB Fan Page facebook social general Publication sending traffic FB App. facebook social wordsearch ex. Twitter, Yelp, Facebook YouTube youtube social general MEDIUM YT Contest X youtube social cutestkitten Type of trafic Mnthly News email email lowdown ex. CPC, Social Media, Email Email Blasts email email blasts CAMPAIGN NAME Search A bing cpc kittens Title of campaign or initiative Search B yahoo cpc puppies ex. CommuniCause, The Lowdown Banner A dailykitten cpc kittens Banner B puppyfinder cpc puppies
  12. 12. Tagging Google URL Builder SOURCE Publication sending traffic ex. Twitter, Yelp, Facebook MEDIUM Type of trafic ex. CPC, Social Media, Email CAMPAIGN NAME Title of campaign or initiative ex. CommuniCause, The Lowdown CONTENT/TERM Used for A/B testing & paid search
  13. 13. Tagging Google URL Builder WHAT DOES IT LOOK LIKE? http://kittensupply.com/? utm_source=youtube&utm_medium =social&utm_campaign=cutestkitten
  14. 14. Tagging Google URL Builder WHAT DOES IT LOOK LIKE? http://kittensupply.com/? utm_source=youtube&utm_medium =social&utm_campaign=cutestkitten HOW IS IT A VISIT REFLECTED? In Google Analytics: Traffic Sources - All Traffic Sources
  15. 15. Tagging Google URL Builder WHAT DOES IT LOOK LIKE? http://kittensupply.com/? utm_source=youtube&utm_medium =social&utm_campaign=cutestkitten HOW IS IT A VISIT REFLECTED? In Google Analytics: Traffic Sources - All Traffic Sources BE CONSISTENT In order for traffic to be grouped properly, tags must match exactly.
  16. 16. Click Tracking Link Shorteners DUAL PURPOSE Shorten ugly links & track clicks bit.ly Basic clickthrough tracking, but results can be “spied on”. HOOTSUITE Offers Twitter account management, also click tracking through ow.ly.
  17. 17. Click Tracking Link Shorteners DUAL PURPOSE Shorten ugly links & track clicks bit.ly Basic clickthrough tracking, but results can be “spied on”. HOOTSUITE Offers Twitter account management, also click tracking through ow.ly. UNIQUE LINK PER MESSAGE Match links to messages to measure effectiveness and optimize.
  18. 18. SEGMENTATION Google Analytics PURPOSE Identify customer groups or traffic patterns and compare to baseline. Break traffic down by channel. POWERFUL & CUSTOMIZABLE Uses logic to allow the user to drill down and be as specific as they like. FUEL FOR CUSTOM REPORTS Use data to build easy to read reports that are specific to your goals.
  19. 19. Advanced Segmentation How To CLI CK
  20. 20. Advanced Segmentation How To CLI CK
  21. 21. Advanced Segmentation How To BUI LD DIM ENSI ON S TES T NAM E
  22. 22. Advanced Segmentation How To CLI CK
  23. 23. Advanced Segmentation How To
  24. 24. DEFINING GOALS in Google Analytics Definition: A goal represents an activity or a level of interaction with your Website that's important to the success of your business.
  25. 25. DEFINING GOALS in Google Analytics Assessing Business Objectives Visualize/Understand Goal Funnel, Optimize Assign $$ Value to Conversion How Are Goals Reached? Reverse Goal Path Insight for Site Optimization, Future Campaign Targets Goal Types Conversion - View Target Page Engagement - View x Pages or Spend x Time
  26. 26. DEFINING GOALS in Google Analytics CLI CK
  27. 27. DEFINING GOALS in Google Analytics CLI CK
  28. 28. DEFINING GOALS in Google Analytics
  29. 29. DEFINING GOALS in Google Analytics
  30. 30. DEFINING GOALS in Google Analytics
  31. 31. DEFINING GOALS in Google Analytics
  32. 32. ASSIGNING GOAL VALUE in Google Analytics Track Success in Dollars & Cents What is your Goal Worth? ex. Lead: Probability of Sale x Average Sale = Value 10% x $10,000 = Goal Value of $1,000 Put in Scope with Other Channels Compare ROI eCommerce Separate from “Goals” - Measures Direct Revenue
  33. 33. CUSTOM REPORTS via Google Analytics via kaushik.net
  34. 34. CUSTOM REPORTS via Google Analytics CLI CK
  35. 35. CUSTOM REPORTS via Google Analytics
  36. 36. CUSTOM REPORTS via Google Analytics
  37. 37. CUSTOM REPORTS via Google Analytics via kaushik.net
  38. 38. POTENTIAL KPIs for Social Media Engagements
  39. 39. TRAFFIC GENERATION Metrics to Watch Overall Traffic Growth Share of Traffic from Social Media New vs Returning Visitors Bounce Rate Traffic to Key Points on Site Search Engine Visibility
  40. 40. TRAFFIC GENERATION Share of SM Traffic Channel Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Twitter 1% 1% 5% 6% 12% 13% 15% 18% 22% 28% 35% 48% Facebook 1% 2% 4% 5% 7% 8% 8% 9% 9% 10% 10% 11% LinkedIn 0.5% 0.8% 1% 1% 2% 2% 3% 3% 3% 3% 4% 4%
  41. 41. ENGAGEMENT Metrics to Watch Clickthrough Length of Visit Depth of Visit Recency Interactions on Site Uploads, Comments, Usage of Tools
  42. 42. GOALS & ECOMMERCE Metrics to Watch Total Conversions Conversion Rate Conversion Value Reverse Goal Path Average Order Value
  43. 43. COST SAVINGS Metrics to Watch Compare to Other Channels: Cost Per Conversion Cost Per Sale Revenue Per Order How much would Paid Traffic Costed?
  44. 44. Next Steps Setup Google Analytics Define Goals (in GA) Discover KPIs Tag Your Social Media Links Segment Your Data Build Custom Reports Optimize Campaigns using Data Discover Hidden Successes
  45. 45. RESOURCES ConversionUniversity.com Videos & Thorough How-To’s Kaushik.net Avinash Kaushik - Google Analytics Evangelist Deeper Understanding of using Analytics Intelligence
  46. 46. Questions? @at1mp art@mindcomet.com mindcomet.com
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