Your SlideShare is downloading. ×
  • Like
Social Referrers and Links
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Social Referrers and Links

  • 2,211 views
Published

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 …

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.

Published in Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,211
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
14
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • http://www.webtrends.com/Support/KnowledgeBase/SolutionDetail.aspx?Id=50140000000aBwLAAUhttp://blogs.webtrends.com/blog/2010/08/05/analytics-on-premises/
  • http://www.webtrendsoutsider.com/2008/reasons-for-direct-traffic-in-referrers-reports/
  • http://www.facebook.com/press/info.php?statistics
  • http://www.webtrends.com/Support/KnowledgeBase/SolutionDetail.aspx?Id=50140000000aAABAA2http://blogs.webtrends.com/blog/2008/12/23/custom-reporting-101-social-media-campaign-measures/

Transcript

  • 1. Social Referrers & LinksJune Dershewitz
  • 2.
    • VP Analytics at Semphonic
    • 3. Web Analytics Association Board Member
    • 4. Experience: 12 yrs in web analytics, 6 yrs as Webtrends user
    • 5. Webtrends Certified Professional, 2010
    • 6. Semphonic is a leading web analytics consultancy
    • 7. Based in SF, with offices in Boston, NYC, DC and Portland
    • 8. Clients include American Express, Charles Schwab, Genentech, Intuit, Kohler, NCI, Nokia, Turner Broadcasting and many other top U.S. and global companies
    • 9. Learn more: www.semphonic.com
    Hi, I’m June Dershewitz
  • 10. About This Workshop
    I’ll cover two practical ways to track social media traffic on your own site using Webtrends Analytics:
    Part 1: Social Referrers
    Referring domains, traffic sources and why some social traffic is direct
    Part 2: Social Campaigns
    How to tag, shrink, share and analyze social media campaign links
  • 11. Part 1: Social Referrers
  • 12. Social Referrers: Domain-Level Reporting
    Use the Referring Domains report as a starting point for understanding social media traffic to your site - no configuration needed
  • 13. Social Referrers: Traffic Source Reporting
    • The current version of Analytics (both On Demand and On Premises) includes a new dimension called Traffic Source, with these values:
    • 14. Paid Search
    • 15. Organic Search
    • 16. Campaigns
    • 17. Direct Traffic
    • 18. Other Referrers
    • 19. And custom values passed by you using WT.tsrc (e.g. Social Media)
    • 20. Another approach: create a custom report using a lookup table for Traffic Source and key it off of Referring Domain
  • Social Referrers: Reasons for Direct Traffic
    There are many, many reasons for direct traffic, including:
    Somebody really did type in the address or used a bookmark to get to your page
    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)
    The link was in a document
    The link originates at a secure (https:) page and your page is not secure (http)
    Spiders and bots may be programmed to suppress the referrer information (this one mostly applies to server logs, rarely to SDC)
    … etc. etc. etc.
    Source: Webtrends Outsider blog, 2008
  • 21. Social Referrers: Some Social Traffic is Direct
    • Social activity originating from mobile apps will be direct
    • 22. Example: Facebook Mobile App
    Stats:
    • There are more than 200 million active users currently accessing Facebook through their mobile devices.
    • 23. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
    Source: Facebook PR
    direct
    your
    web site
  • 24. Social Referrers: Some Social Traffic is Direct
    • Social desktop app to browser pass-throughs will be direct
    • 25. Example: TweetDeck
    your
    web site
    direct
  • 26. Social Referrers: URL Shorteners & Direct Traffic
    • Do URL shorteners show up as the true source, the shortener, or direct in site analytics? No guarantee. Test to be sure.
    • 27. Bit.ly reports breakdown by referrer. Some clicks will show up as true source in site analytics, others show up as direct.
  • Social Referrers: Conclusion
    • Some socially-sourced traffic appears within Referring Domains
    • 28. Other social activity winds up as Direct Traffic
    • 29. If you want to be certain of social sourcing, use Campaigns
  • Part 2: Social Campaigns
  • 30. Social Campaigns
    Why do it?
    • Ability to tie social media activity to site goals
    • 31. Measure different variations or placements of social links, and compare to other marketing channels
    • 32. So you can say, “Here’s a Twitter campaign we ran last month that generated $23,000 in revenue.”
    How to do it?
    Tag: apply campaign codes to URLs
    Shrink: pass URLs through a link shortener
    Post: deploy short links on social sites
    Analyze: match campaigns with goal behaviors
  • 33. Social Campaigns: Step 1 of 4: Tag
    Before:
    http://www.domain.com/dir/page.html
    After:
    http://www.domain.com/dir/page.html?WT.mc_id=SocialCampaign1
    Tips
    • Follow your company’s campaign coding standards, if an established policy exists
    • 34. Treat social media just like traditional channels such as email
    • 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.
  • Social Campaigns: Step 2 of 4: Shrink
    Use bit.ly or another link shortener
    You can track basic stats at this step
  • 36. Social Campaigns: Step 3 of 4: Post
    Once you have a set of tagged short links, go out and post them on Twitter, Facebook, LinkedIn, etc.
    Process
    • 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. 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. The choice is up to you; just find a process your team can live with
  • Social Campaigns: Shortcuts
    Combine Steps 1-3 (tag/shorten/post) using HootSuite Pro
  • 39. Social Campaigns: Step 4 of 4: Analyze
    View your Campaign reports in Webtrends Analytics
    For better reporting, put social campaign metadata in your campaigns.csv translation file
  • 40. Social Campaigns: Step 4 of 4: Analyze
    Why not just use URL shortener stats?
    • Since URL shorteners like bit.ly provide stats, some people may question whether it’s necessary to append campaign codes at all
    • 41. Bit.ly tracks clicks but it does not tie to downstream goal behaviors
    • 42. To connect social media efforts to outcomes, you must track links as campaigns
    • 43. Don’t try to reconcile bit.ly vs. site data - there are broad differences
  • Questions?
  • 44. Thank you!
    June Dershewitz
    june@semphonic.com
    http://june.typepad.com
    @jdersh