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 Engagement Level Goal Conversion Direct Sales (eCommerce) Average Sale, Conversion Rate Cost Savings Versus Other Sales Channels

TOOLS FOR TRACKING Segment & Identify

TOOLS Social Media Measurement Campaign Tagging Link Shortening Services & Click Tracking Advanced Segmentation Goals/eCommerce Custom Reporting

Tagging Google URL Builder SOURCE Publication sending traffic ex. Twitter, Yelp, Facebook

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

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

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

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

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

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

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.

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.

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.

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.

Advanced Segmentation How To CLI CK

Advanced Segmentation How To BUI LD DIM ENSI ON S TES T NAM E

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 with your Website that's important to the success of your business.

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

DEFINING GOALS in Google Analytics CLI CK

DEFINING GOALS in Google Analytics

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

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 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 Returning Visitors Bounce Rate Traffic to Key Points on Site Search Engine Visibility

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%

ENGAGEMENT Metrics to Watch Clickthrough Length of Visit Depth of Visit Recency Interactions on Site Uploads, Comments, Usage of Tools

GOALS & ECOMMERCE Metrics to Watch Total Conversions Conversion Rate Conversion Value Reverse Goal Path Average Order Value

COST SAVINGS Metrics to Watch Compare to Other Channels: Cost Per Conversion Cost Per Sale Revenue Per Order How much would Paid Traffic Costed?

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

RESOURCES ConversionUniversity.com Videos & Thorough How-To’s Kaushik.net Avinash Kaushik - Google Analytics Evangelist Deeper Understanding of using Analytics Intelligence

Questions? @at1mp art@mindcomet.com mindcomet.com

Social Media Measurement Using Google Analytics

by Art Wilbur on Feb 19, 2010

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