Social Referrers and Links


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If tracking social media is new territory for you, this is a presentation you must see. Learn two practical ways to track traffic on your own with Webtrends Analytics, including referrers and how to tag, shrink and share social media campaign links.

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  • Social Referrers and Links

    1. 1. Social Referrers & LinksJune Dershewitz<br />
    2. 2. <ul><li>VP Analytics at Semphonic
    3. 3. Web Analytics Association Board Member
    4. 4. Experience: 12 yrs in web analytics, 6 yrs as Webtrends user
    5. 5. Webtrends Certified Professional, 2010
    6. 6. Semphonic is a leading web analytics consultancy
    7. 7. Based in SF, with offices in Boston, NYC, DC and Portland
    8. 8. Clients include American Express, Charles Schwab, Genentech, Intuit, Kohler, NCI, Nokia, Turner Broadcasting and many other top U.S. and global companies
    9. 9. Learn more:</li></ul>Hi, I’m June Dershewitz<br />
    10. 10. About This Workshop<br />I’ll cover two practical ways to track social media traffic on your own site using Webtrends Analytics:<br />Part 1: Social Referrers<br />Referring domains, traffic sources and why some social traffic is direct<br />Part 2: Social Campaigns<br />How to tag, shrink, share and analyze social media campaign links<br />
    11. 11. Part 1: Social Referrers<br />
    12. 12. Social Referrers: Domain-Level Reporting<br />Use the Referring Domains report as a starting point for understanding social media traffic to your site - no configuration needed<br />
    13. 13. Social Referrers: Traffic Source Reporting<br /><ul><li>The current version of Analytics (both On Demand and On Premises) includes a new dimension called Traffic Source, with these values:
    14. 14. Paid Search
    15. 15. Organic Search
    16. 16. Campaigns
    17. 17. Direct Traffic
    18. 18. Other Referrers
    19. 19. And custom values passed by you using WT.tsrc (e.g. Social Media)
    20. 20. Another approach: create a custom report using a lookup table for Traffic Source and key it off of Referring Domain</li></li></ul><li>Social Referrers: Reasons for Direct Traffic<br />There are many, many reasons for direct traffic, including:<br />Somebody really did type in the address or used a bookmark to get to your page <br />They clicked on a link in an email (not always true.  If they used some kind of web mail, the web mail server will be the referrer) <br />The link was in a document <br />The link originates at a secure (https:) page and your page is not secure (http) <br />Spiders and bots may be programmed to suppress the referrer information (this one mostly applies to server logs, rarely to SDC)<br />… etc. etc. etc. <br />Source: Webtrends Outsider blog, 2008<br />
    21. 21. Social Referrers: Some Social Traffic is Direct<br /><ul><li>Social activity originating from mobile apps will be direct
    22. 22. Example: Facebook Mobile App</li></ul>Stats:<br /><ul><li>There are more than 200 million active users currently accessing Facebook through their mobile devices.
    23. 23. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. </li></ul>Source: Facebook PR<br />direct<br />your <br />web site<br />
    24. 24. Social Referrers: Some Social Traffic is Direct<br /><ul><li>Social desktop app to browser pass-throughs will be direct
    25. 25. Example: TweetDeck</li></ul>your <br />web site<br />direct<br />
    26. 26. Social Referrers: URL Shorteners & Direct Traffic<br /><ul><li>Do URL shorteners show up as the true source, the shortener, or direct in site analytics? No guarantee. Test to be sure.
    27. 27. reports breakdown by referrer. Some clicks will show up as true source in site analytics, others show up as direct.</li></li></ul><li>Social Referrers: Conclusion<br /><ul><li>Some socially-sourced traffic appears within Referring Domains
    28. 28. Other social activity winds up as Direct Traffic
    29. 29. If you want to be certain of social sourcing, use Campaigns</li></li></ul><li>Part 2: Social Campaigns<br />
    30. 30. Social Campaigns<br />Why do it?<br /><ul><li>Ability to tie social media activity to site goals
    31. 31. Measure different variations or placements of social links, and compare to other marketing channels
    32. 32. So you can say, “Here’s a Twitter campaign we ran last month that generated $23,000 in revenue.” </li></ul>How to do it?<br />Tag: apply campaign codes to URLs<br />Shrink: pass URLs through a link shortener<br />Post: deploy short links on social sites<br />Analyze: match campaigns with goal behaviors<br />
    33. 33. Social Campaigns: Step 1 of 4: Tag<br />Before:<br /><br />After:<br /><br />Tips<br /><ul><li>Follow your company’s campaign coding standards, if an established policy exists
    34. 34. Treat social media just like traditional channels such as email
    35. 35. If you’re going to post a link on multiple social sites, create one campaign code per site. So: one for Facebook, one for LinkedIn, etc.</li></li></ul><li>Social Campaigns: Step 2 of 4: Shrink<br />Use or another link shortener<br />You can track basic stats at this step<br />
    36. 36. Social Campaigns: Step 3 of 4: Post<br />Once you have a set of tagged short links, go out and post them on Twitter, Facebook, LinkedIn, etc.<br />Process<br /><ul><li>Some companies build simple tools from scratch that allow them to automate tagging and shrinking their URLs, they then grab the links and post them manually
    37. 37. Using Hootsuite (or similar) you can tag, shrink and post within a single interface, since campaign coding and URL shortening are built directly into the tool
    38. 38. The choice is up to you; just find a process your team can live with</li></li></ul><li>Social Campaigns: Shortcuts<br />Combine Steps 1-3 (tag/shorten/post) using HootSuite Pro<br />
    39. 39. Social Campaigns: Step 4 of 4: Analyze<br />View your Campaign reports in Webtrends Analytics<br />For better reporting, put social campaign metadata in your campaigns.csv translation file<br />
    40. 40. Social Campaigns: Step 4 of 4: Analyze<br />Why not just use URL shortener stats? <br /><ul><li>Since URL shorteners like provide stats, some people may question whether it’s necessary to append campaign codes at all
    41. 41. tracks clicks but it does not tie to downstream goal behaviors
    42. 42. To connect social media efforts to outcomes, you must track links as campaigns
    43. 43. Don’t try to reconcile vs. site data - there are broad differences</li></li></ul><li>Questions?<br />
    44. 44. Thank you!<br />June Dershewitz<br /><br /><br />@jdersh<br />