12. Driving More Traffic Web Analytics Referrers are your friends Third Party Sources Youtube Click tracking tools
13. Referral Traffic Blue = Facebook Orange = ???? Typey, typey Mobile Apps Tweetdeck, etc Use URL Parameters URL parameters allow you to truly know what Facebook is doing for you: e.g. http://argylesocial.com?utm_source=facebook&utm_campaign=contest_23
14. Insights on your website Track social plugins: FB Website Insights
15. Third Party Sources Collateral Inferred Traffic Youtube views Landing pages just for FB links Click/Traffic Tracking tools ar.gy, bit.ly, ow.ly
17. Increasing Conversions - ROI Build on top of referral data Google Goals TrackURL parameters in lead/conversion forms Special landing pages for FB promotions All conversions assumed from Facebook Third party ROI tracking tools
21. But how can I do better? Deeper understanding from data comparisons
22. Bringing in more people Look at your userdemographics This can tell you: How to advertise What to post about What else? How does this differ from the demographics you see elsewhere?
23. # Posts vs. % Feedback If you increase post do you see: More feedback (comments, post likes) Less feedback Increase in Likes (new fans) More unsubscribes (fatigue setting in) Where are optimal posting levels?
27. Traffic vs. Sales (over time) Look at increases in traffic, but don’t forget to watch if that correlates to conversions A bump in traffic without a bump in sales may mean you are bringing in the wrong people
28. Test, Test, Test With a base of data, you can try new things Change one thing, measure, repeat Think about why you are testing
29. Thanks! Adam Covati Founder, CTO ArgyleSocial @covati http://argylesocial.com
Editor's Notes
So the first thing we look at is likes (# of fans) – I’m not a big believer in this as metrics to track, but it’s a starting point.That is a poor proxy for Active users, luckily that’s right thereIt’s also good to look at actual page views
Much more valuable than fan counts; an active community is something you can more often leverage