Handout: Benchmarking Your Online Impact: From Stats to Reputation Management

presents Benchmarking Your Online Impact: From Stats to Reputation Management Thursday, February 11, 2010 1:30 – 2:30 COnTenT LeadeRS: Jim Kelly, CEO and Founder of Syscom Services Thomas B. McClintock, Partner, NSI Partners The unofficial alternative to the canceled Tech10 Washington, dC

B E N C h m a r k I N g y O u r O N l I N E I m P a C t: FrOm StatS tO rEPutatION maNagEmENt Best Practices for Leveraging Webstats ■ Be Intentional: establish goals for using your Web Analytic Information and hold your staff accountable to those goals. Create a specific plan for how to meet your goals for using your Web Analytic Information. ■ Create a culture among your staff that mandates innovation and seeks new ways to use Web Analytics within your organization. ■ Involve your staff in the creation of Web Analytic reports to ensure that all needs are met and to ensure that no reports that are not being used are being generated. ■ Make sure your staff is trained on how to read the reports you generate with the Web Analytic programs. ■ Know how to use the Software to provide your staff with: • Basic Metric Reporting • Web Data Warehousing • Visitor Behavior Tracking • Customer Segmentation ■ Customer Lifecycle analysis • Customer Behavior Analysis • Loyal Customer Identification Resources ■ empower your employees Everyone who sees the company’s Web Analytics Information should YouTube videos be tasked with identifying how the information can be used by them on Google Analytics for specific purposes. http://www.youtube.com/ results?search_query=google+ana ■ Incorporate Web analytic information lytics&search_type=&aq=f in the planning stages and in post implementation analysis of activity or events relating to the company Web site. Google Analytics Help Pages http://www.google.com/support/ ■ Use your Web analytics to report on initiative and analytics/ plan strategy. Expect that the use of Web analytics for planning strategy rather Ad Campaigns than just for reporting purposes will increase, as awareness is raised with Google Analytics and adoption increases. http://www.google.com/ support/analytics/bin/topic. py?hl=en&topic=10996 © 2010 NSI Partners Thomas McClintock Jim Kelly Partner CEO & Founder NSI Partners Syscom Services Tom@nsipartners.com info@syscomservices.com 719.328.0042 301.768.1800

B E N C h m a r k I N g y O u r O N l I N E I m P a C t: FrOm StatS tO rEPutatION maNagEmENt Best Practices for Using Google analytics ■ analyze your website before adding Google Analytics ■ Look for any potential “red flags,” such as the use of Flash or frames, that can complicate installation ■ Plan your implementation carefully ■ Set up a plan by writing down all the steps so you have a clearly defined process before beginning the implementation. ■ Set up goals ■ It is vital to measure the processes that you want visitors to engage in so you know if they are completing the task. ■ Create your entire profile before adding the Google Analytics script. ■ Be accurate. Once you add the ga.js tracking code, Google Analytics will start to populate your reports with data. If your configuration is incorrect, the reports will be inaccurate. ■ Create a duplicate profile Resources when revising your Google Analytics account, and test the changes on that before changing your original profile settings. YouTube videos ■ Create a “test” profile on Google Analytics using the same domain as your master profile. If you add a filter http://www.youtube.com/ incorrectly you could lose valuable data. Use this test to try out new results?search_query=google+ana filters and goal settings. lytics&search_type=&aq=f ■ Define the metrics Google Analytics Help Pages your business wants to track. These should be tailored to your http://www.google.com/support/ business. Watch for the metrics that will best measure your site’s analytics/ performance. Ad Campaigns ■ Create filters and advanced reports with Google Analytics that incorporate your defined metrics. http://www.google.com/ support/analytics/bin/topic. py?hl=en&topic=10996 © 2010 NSI Partners Thomas McClintock Jim Kelly Partner CEO & Founder NSI Partners Syscom Services Tom@nsipartners.com info@syscomservices.com 719.328.0042 301.768.1800

B E N C h m a r k I N g y O u r O N l I N E I m P a C t: FrOm StatS tO rEPutatION maNagEmENt Tips For Online Reputation Management 1 Protect Your Social Media but a few other name now suggestions are: Register your user name or • Be accessible and be business name everywhere transparent you can. Make sure you • Invest in member relations, at least have your name public awareness and registered on Facebook, customer service. LinkedIn, and Twitter. Keep • Build your credibility your eyes open for new social • Don’t just own tools – use networks and register your the data they generate name as soon as you become aware of them! 8 Respond to Criticism 2 Know How To Thoughtfully complete tracking tool or Stop and think through the Navigate Your service that helps to manage situation prior to responding. networks this such as Reputation Choose your battles and Be familiar with how to Connect (www.nsipartners. decided how much negative move around and use your com/repconnect.html). sentiment is worth targeting. social media networks. Pay Find a way to use criticism particular attention to learning to your advantage. Find the how to manage your social 5 Get Involved Dive in and use the Social source of the criticism and media networks privacy respond proactively. Show settings! Learn these settings Media! Get involved in your networks and build your yourself to be a problem- and use them to guard solver who cares. your name. reputation. Find ways to position yourself as a leader in your space. Find ways to 3 Have A Policy use your networks in Social Develop a complete policy Media to maximum effect. on Social Media in the work Find a service to help you place for your employees. develop an engagement plan. Thomas McClintock Find a way to use the Partner cost efficiency of Social NSI Partners Media space to improve 6 Use the Immediacy Tom@nsipartners.com communication with your News travels at light speed 719.328.0042 employees. Leverage it in today’s world of Social and make sure your Media. If you are listening employees know the official and involved you can use Jim Kelly company policy! this immediacy to your CEO & Founder advantage. Being alerted Syscom Services to potential public relations info@syscomservices.com 4 Listen to and Report problems lets you respond 301.768.1800 on Social Media before they become public Listen to what is going on in relations disasters. the Social Media space. Track your reputation online. Report 7 Focus on regularly to management Robert Krebs and your association, even Prevention Director, Market Innovations, Plastics if there’s nothing to report–it A huge part of online Division, American Chemistry Council reputation management is rob_krebs@americanchemistry.com builds commitment to the 703.741.5626 process. Find a reliable and prevention. Prevention is mostly about being alert to © 2010 NSI Partners

Handout: Benchmarking Your Online Impact: From Stats to Reputation Management

by Don Baker on Feb 11, 2010

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Handout: Benchmarking Your Online Impact: From Stats to Reputation Management — Document Transcript