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How to Measure Social Media in Google Analytics - Superweek 2014 #spwk
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How to Measure Social Media in Google Analytics - Superweek 2014 #spwk

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    How to Measure Social Media in Google Analytics - Superweek 2014 #spwk How to Measure Social Media in Google Analytics - Superweek 2014 #spwk Presentation Transcript

    • Google Analytics for Social Media Filling in the Blanks Photo  Credit:  Babreka  via  Compfight  
    • Your Guide Jeff  Sauer   Marketer  and  Entrepreneur   Jeffaly>cs   Minneapolis,  MN,  USA   google.com/+JeffSauer     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media   2  
    • Google Analytics is Like Othello Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Google Analytics is Like Othello A Second to Learn A Lifetime to Master Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Inspirational? Is  that   Inspiring?     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Or Intimidating? Is  that   Inspiring?     Or  is  it   In>mida>ng   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Simplify
    • My Attempt to Simplify the Complex Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Each Element Means Something Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Use it to Tell a Story Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • TRACKING SOCIAL MEDIA IN GOOGLE ANALYTICS Photo  Credit:  archer10  (Dennis)    via  Compfight  
    • Premature Death “Social  Media  is   Dead”     Tweet  that  Now  to   Sound  Smart  in  2016     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • SOCIAL REPORTS
    • Social Reports = Well Guarded Secret “The  Social  Reports  in  Google   Analy>cs  are  the  Best  Thing   Nobody  is  Talking  About”     Jeff  Sauer,  2012     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Easy Grouping of Social Traffic Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Social Reports Help Analysis Social  Value   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Social Reports Help Analysis Social  Value   Social  Plugins   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Social Reports Help Analysis Social  Value   Social  Plugins   Social  Data  Hub   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Social Reports Help Analysis Social  Value   Social  Plugins   Social  Data  Hub   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media   Social  Conversa>ons  
    • SOCIAL VALUE
    • Measure Value of Social Traffic Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • SOCIAL PLUGINS
    • Track Interaction With Social Buttons Select  Plugins   Under  Social   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Track Interaction With Social Buttons Then  Select   Social  Source   and  Ac>on   Select  Plugins   Under  Social   Track  Social  Interac7ons:   h;ps://developers.google.com/analy7cs/devguides/collec7on/gajs/gaTrackingSocial     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • SOCIAL DATA HUB
    • Information from Data Hub Partners Gain  Access  to  a  Wealth  of   Informa>on  from  Several  Social   Networks   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Learn About New Social Networks Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • SOCIAL CONVERSATIONS
    • What is Being Said About Your Website? Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Find Conversations and Respond Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Understand Where You are Popular Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Discover New Links Via Trackbacks Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • LANDING PAGES
    • What Pages Drive Social Traffic? Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • CAMPAIGN TRACKING
    • Direct Traffic in the Dark Typical  Traffic  Source   Report,  Too  much  Direct   Traffic!   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Direct Numbers are Inflated Doub^ul  This  Many  People   Know  to  Type  in  Website  URL   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Use Campaign Tracking! Google  Analy7cs  URL  Builder:   h;ps://support.google.com/analy7cs/answer/1033867?hl=en     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • DARK SOCIAL
    • Dark Social is a Monster Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Add Hash to URL Direcmonster.js   Adds  Source  as  a   Hash  Code  to  URL   Directmonster  for  Dark  Social  by  Dan  Wilkerson/LunaMetrics:  h;p://bit.ly/1dtw9GC     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Reduce Direct Percentage Reduce  Direct   Percentage  by   over  50%!     Directmonster  for  Dark  Social  by  Dan  Wilkerson/LunaMetrics:  h;p://bit.ly/1dtw9GC     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • ADVANCED SEGMENTS
    • First Interaction Social Segment First  Interac>on   from  Social  Media   9%  of  Visitors   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • First Visit Social Conversions Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Segment Social Traffic Handily Create  Social   Network  Regular   Expression   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Super Easy Regular Expression facebook.com|quora.com|reddit.com|imgur.com| tapiture.com|disqus.com|9gag.com|tumblr.com| plus.google|stumbleupon.com|twiher.com| linkedin|del.icio.us|delicious.com|technora>|digg .com|  hootsuite|stumbleupon|myspace|bit.ly|tr .im|>nyurl|ow.ly|reddit|m.facebook.com| youtube|flickr|pinterest.com|^t.co$|tweetdeck   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media   Create  Social   Network  Regular   Expression  
    • Better Yet, Use the Gallery! Google  Analy7cs  Solu7ons  Gallery:  h;ps://www.google.com/analy7cs/gallery/     Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • CHANNEL GROUPINGS
    • Group Traffic Sources into Channels Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Enhance Social With Custom Definitions Default  Grouping   is  Good   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Enhance Social With Custom Definitions Default  Grouping   is  Good   Your  Enhancements   Are  Great!   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • REAL TIME ANALYTICS
    • Real Time for Viral Hits Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • MULTI CHANNEL FUNNELS
    • How Social Media Generates Revenue Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • How Social Assists Sales Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • DEMOGRAPHICS
    • Enable Demographics Enable  These   and  Update  Your   Tracking  Code   To  include  dc.js   Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Segment Social Visitors Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Understand Behavior by Gender Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Understand Conversion by Age Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Determine Interests for Targeting Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Take Action
    • Run Display Campaigns Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Purchase Targeted Facebook Ads Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Social Discovery with Stumbleupon Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Social Discovery with Stumbleupon Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Inform Social Decisions
    • Google Analytics is Social “I  can’t  believe  how   awesome  the  Social  Reports   are  in  Google  Analy>cs.       Mind  Blown!  ”     Superweek  Audience,  2014       Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media  
    • Thank You! Jeff  Sauer   Marketer  and  Entrepreneur   Jeffaly>cs   Minneapolis,  MN,  USA   google.com/+JeffSauer       Jeff  Sauer  |  @jeffaly>cs  |  #SPWK  |  Google  Analy>cs  for  Social  Media   73