Web and social analytics

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This is the presentation for the Web and Social Media Analytics seminar I gave for the Small Business Technology and Development Center at the University of Arkansas on September 26, 2013. It covers Google Analytics and social media analytics on Facebook, Twitter, and Pinterest.

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Web and social analytics

  1. 1. 9/26/2013
  2. 2. 2
  3. 3. Why Analytics “What gets measured gets managed.” -Peter Drucker 3
  4. 4. Data Is Everywhere  Computers make it easy to store digital interactions  Typically you have access to this information 4
  5. 5. Better Tools  Services are providing more than just the raw data  Graphs, charts, and other insights are now built in  Raw data downloads are still available 5
  6. 6. Downsides  Data is largely fractured  Analysis Paralysis 6
  7. 7. What Can You Do With The Measurements? 7  Change design  Finding effective content  Change external marketing mix
  8. 8. 8
  9. 9. Why Google Analytics (GA)  Free  Easy to install  Lots of details 9
  10. 10. How Does It Work  Little piece of code on all pages of your website  Can leave it off of pages you don’t want to track 10
  11. 11. Downsides  Doesn’t track everyone  Visitors cookies need to be enabled  Requires Google account  Privacy 11
  12. 12. Vs. Other Packages  Webalizer  Analog  Webtrends  Uses the raw server logs  Lots of noise 12
  13. 13. Interaction With Google Search  Does send info about your site and your visitors back to Google  “If a service is free, you’re the product.” 13
  14. 14. Visits and Pageviews  Visits-how many individual people visit the site  Pageviews-total number of pages that visitors have viewed on the site  Sometimes called “hits” interchangeably 14
  15. 15. Pages/Visit and Avg. Visit Duration  Pages/Visit -number of pages/divided by the number of visits  Avg. Visit Duration 15
  16. 16. % New Visits and Unique Visitors  % New Visits -how many visitors to your site are first time visitors  Unique visits-number of unduplicated visitors during the current time period 16
  17. 17. Bounce Rate  Percentage of visits that go only one page before exiting a site  Use A/B testing and mouse tracking to determine what keeps people on your site 17
  18. 18. Location and Language  Location from your ISP  Language from your web browser 18
  19. 19. Behavior: New vs. Returning  A measure of how compelling the site’s content is.  Returning visitors: is there a favorite category or section of the site that they’re revisiting?  New visitors: are you updating enough? 19
  20. 20. Mobile % of mobile, devices  Do you need a better mobile experience 20 Responsive Mobile
  21. 21. Traffic Sources - Search  Organic  Paid 21
  22. 22. Traffic Sources - Referral  Include social sharing buttons on your site  Guest post on other websites and include your link in the post  Web site fields on site profiles  Forum posts  Comments 22
  23. 23. Traffic Sources - Direct  Directly typing your website into the browser  Clicking on a link in an email  Using a browser’s bookmark  Clicking a link embedded in a document, PDF, excel, or other file 23
  24. 24. Visitor Flow  Source  Location  Technology (ex. desktop vs. mobile)  Digital ads  Keywords  Drop off rates tell you where you losing your visitors 24
  25. 25. Conversions  What do you want the visitor to do?  Fill out a contact form  Sign up for a mailing list  Click on a chat widget 25
  26. 26. Goals - Ecommerce  Add product to cart  Go to cart  Review cart  Input payment information  Confirm payment information  Thank you for purchasing!  Many eCommerce packages build this in since GA is everywhere 26
  27. 27. Google Analytics Social Reporting Tool  How does social media affect goals  Which networks drive traffic  Where people are discussing your organization 27
  28. 28. Measure – Hard Metrics  Easy to do with eCommerce but harder to do with services.  Need to create custom web addresses to share to track in detail. 28
  29. 29. 29
  30. 30. Measure – Soft Metrics 30  Number of followers on social media networks  Number of posts, comments, Tweets, etc.  Key influencers, who already have a following that is talking about you  Share of conversation
  31. 31. Measure 31  What are they saying?  Are they saying good or bad things about you? Are the good comments increasing?  Where is the conversation occurring? (blogs, news sites, forums, social media sites)
  32. 32. Measure – Hard Metric Comparisons  Pay Per Click (PPC) =  Cost Per Click (CPC)  Cost Per 1000 Impressions (CPM)  Get comparison rates from Google or Facebook ads
  33. 33. 33
  34. 34. Insight Areas  Pages  Posts  People 34
  35. 35. Page Analytics  Number of Likes  Number of Unlikes  Source of Likes 35
  36. 36. Post Insights  Number of People who saw posts on your page.  Actions taken on posts (like, share, comment) 36
  37. 37. People Insights  Demographics  Location 37
  38. 38. Facebook-EdgeRank  Affinity – relationship with object (is this person a friend or did they just Like something)  Weight-type of post (images have the highest weight)  Time Decay-decreases as content ages  edgerankchecker.com 38 ∑ = Ue x We x De = Affinity x Weight x Decay
  39. 39. 39
  40. 40. Timeline Activity  Mentions  Follows  Unfollows 40
  41. 41. Timeline Activity  Favs  Retweets  Replies 41
  42. 42. Follower Information  Number of followers  Interests  Location  Gender  Who your followers follow 42
  43. 43. 43
  44. 44. Pinterest Analytics  Only on business accounts  Similar metrics to other social networks 44
  45. 45. Pinterest Metrics  Pins  Pinners  Repins  Repinners  Impressions  Reach 45  Clicks  Visitors  Most Recent Pins  Most Repinned  Most Clicked
  46. 46. 46
  47. 47. Hootsuite  Reports from multiple social media networks in one place  Some report requires a pro account 47
  48. 48. Commun.it 48
  49. 49. Link Shorteners  Example: Bit.ly  Integrates with lots of services (ex. Twitter)  What percentage of your clicks contributed to the overall number of clicks on that link 49
  50. 50. Click Tale  How visitors are interacting with your site  What they are pausing their mouse over 50
  51. 51. Paid Tools  Sprout Social  Radian 6  SocialBro  Twitalyzer 51
  52. 52. 52
  53. 53. Vs. Comparison  Vs. Last Period  Vs. YAG  Vs. Industry 53
  54. 54. Competitors or industry  Google analytics lets you select your industry  Many social media metrics are open for public viewing 54
  55. 55. collin@bluezoocreative.com Twitter.com/ccondray 9/26/2012 collin@bluezoocreative.com Twitter.com/ccondray 479-966-9575 9/26/2013

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