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WBDC Webinar Series #4Reputation Management          and       Analytics       Presented by       Avery Cohen      Metrist...
Is Your Web Site a Slacker?            Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Web AnalyticsAnalytics will enable you toset online marketing goals,so you can createnew initiatives andmeasure results,pr...
Social Media Analytics                  Influence Metrics:                  • Audience Size                  • Conversatio...
Poll #1What social media do you use?  –   Facebook  –   Twitter  –   LinkedIn  –   Pintrest  –   Google+  –   Other niche ...
Reputation Management            • What are people saying              about you and your              business?          ...
Poll #2Have you reviewed products orservices online in the past 90 days?  –   Yes, positive reviews only  –   Yes, some po...
Monitor Your Reputation•   Google Search•   Google Alerts•   Google Analytics•   Twitter    – Hootsuite or Tweetdeck• Revi...
Monitor: Google Search        Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Monitor: Google Alerts         Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Monitor: Google Analytics• Visit Sources  – Websites  – Search Keywords• Visit Outcomes  –   Bounce (view only one page)  ...
Poll #3Do you have Google Analytics on yourwebsite?  – Yes, and I check it regularly  – Yes, but I don’t use it (much)  – ...
Online Marketing Strategy (Context)                                                     Word of                           ...
How are People Finding Your Site?           Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Referring Sites           Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Search Keywords          Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Filtering Search Keywords           Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Landing Pages          Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Campaign Traffic           Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Campaign Traffic           Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
http://www.timelinetheatre.com/not_enough_air/index.htm?utm_source=Pre-opening&utm_medium=email&utm_campaign=Not%2BEnough%...
Navigation Summary for a page          Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Setting Goals            Goals                   Jan              Feb              Mar  Revenue  Profit  % from web  Numbe...
Poll #4What are your website’s goals?  – Sell products or services online  – Generate new business leads    • email newsle...
Optimize Your SiteFocus on conversions  – Views more than one page  – Reaches specific “value-add”    content  – Opts in f...
Business Goals
Conversions are your guests’ goals           Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8...
Your Online Reputation                             Search Volume                                                   Google ...
Your Online ReputationWomen’s Business Development Chicago     Google’s brand promise (as described by Avery Cohen):      ...
The first rule of Google…           Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Inbound Link Initiatives• Press Releases• Your Blog   – RSS Feed + Feedburner• Social Media   – Bloggers are on Twitter• A...
Create Compelling Content     Establish an emotional connection• Images and Words  people will click on to  see more• Stor...
Your Online Identity           Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Thank you.       Avery Cohen       Metrist Partners       Chicago, Illinois USA       312-772-5945 | avery@metrist.com    ...
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Reputation and Analytics - WBDC Chicago webinar 2012 02

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Slides from the Women's Business Development Center (WBDC) Chicago webinar on Assessing and Managing Your Online Reputation

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Transcript of "Reputation and Analytics - WBDC Chicago webinar 2012 02 "

  1. 1. WBDC Webinar Series #4Reputation Management and Analytics Presented by Avery Cohen Metrist Partners Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  2. 2. Is Your Web Site a Slacker? Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  3. 3. Web AnalyticsAnalytics will enable you toset online marketing goals,so you can createnew initiatives andmeasure results,providing stakeholderswith actionable insightsinto your customers needs. Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  4. 4. Social Media Analytics Influence Metrics: • Audience Size • Conversation • Amplification • Applause • Economic Outcome Social media metrics definitions from Avinash Kaushik Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  5. 5. Poll #1What social media do you use? – Facebook – Twitter – LinkedIn – Pintrest – Google+ – Other niche social sites – Other niche “groups” (email) Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  6. 6. Reputation Management • What are people saying about you and your business? • Where are people talking about you and your business? • What can you do about it? Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  7. 7. Poll #2Have you reviewed products orservices online in the past 90 days? – Yes, positive reviews only – Yes, some positive, some negative – Yes, negative reviews only – No, I have not used review sites or features in the past 90 days Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  8. 8. Monitor Your Reputation• Google Search• Google Alerts• Google Analytics• Twitter – Hootsuite or Tweetdeck• Review Sites – Yelp• Community (niche) Sites Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  9. 9. Monitor: Google Search Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  10. 10. Monitor: Google Alerts Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  11. 11. Monitor: Google Analytics• Visit Sources – Websites – Search Keywords• Visit Outcomes – Bounce (view only one page) – Engage with important content – Make a purchase – Sign up for email Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  12. 12. Poll #3Do you have Google Analytics on yourwebsite? – Yes, and I check it regularly – Yes, but I don’t use it (much) – Not yet Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  13. 13. Online Marketing Strategy (Context) Word of Mouth Your Web Site Search TV i informati on Social Media Radio Print Calls to Your Email Action Buy Newsletters DM Blogs & Outdoor Other Web Sites Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  14. 14. How are People Finding Your Site? Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  15. 15. Referring Sites Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  16. 16. Search Keywords Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  17. 17. Filtering Search Keywords Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  18. 18. Landing Pages Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  19. 19. Campaign Traffic Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  20. 20. Campaign Traffic Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  21. 21. http://www.timelinetheatre.com/not_enough_air/index.htm?utm_source=Pre-opening&utm_medium=email&utm_campaign=Not%2BEnough%2BAir Campaign Tagging link URLs Google Analytics URL Builder Campaign Name Utm_campaign Season Tickets Medium Utm_medium Email Source Utm_source Newsletter Term Utm_term Content Utm_content Footer Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  22. 22. Navigation Summary for a page Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  23. 23. Setting Goals Goals Jan Feb Mar Revenue Profit % from web Number ofTransactions Avg Transaction Value % Transactions over $100 New Customers Returning Customers Email List Size New Email Registrations Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  24. 24. Poll #4What are your website’s goals? – Sell products or services online – Generate new business leads • email newsletter signups • download information – Have people call us – Support trade show or other sales efforts – Reduce customer service costs Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  25. 25. Optimize Your SiteFocus on conversions – Views more than one page – Reaches specific “value-add” content – Opts in for email – Fills out a “contact” form – Makes a phone call – Makes a purchaseSegment and test Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  26. 26. Business Goals
  27. 27. Conversions are your guests’ goals Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  28. 28. Your Online Reputation Search Volume Google Sites Yahoo! Sites Microsoft Sites Ask Network AOL LLC Network Source: Comscore.com December, 2010 Search Engine Rankings Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  29. 29. Your Online ReputationWomen’s Business Development Chicago Google’s brand promise (as described by Avery Cohen): We will deliver the best, most relevant content on the web instantaneously and for free. Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  30. 30. The first rule of Google… Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  31. 31. Inbound Link Initiatives• Press Releases• Your Blog – RSS Feed + Feedburner• Social Media – Bloggers are on Twitter• Ask for Links – What is on your site that would benefit a site’s constituents?• Duplicate Content Policy Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  32. 32. Create Compelling Content Establish an emotional connection• Images and Words people will click on to see more• Stories people will want to share with others Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  33. 33. Your Online Identity Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
  34. 34. Thank you. Avery Cohen Metrist Partners Chicago, Illinois USA 312-772-5945 | avery@metrist.com @averycohen on TwitterCopyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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