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  • SEO, PPC & analyticsLocated in 1870’s NoLibs church~45 employees & growingGA TC
  • Don’t need to do all 21, but here are 21 actions you can take today
  • ----- Meeting Notes (6/28/12 06:51) -----example - on-site, on social
  • Tons of goals = overwhelming. Affects our reports in GA.Higher combined conversion rate – site, indivkws, landing pages… Is bad
  • .. Is also bad!Signing up for newsletters, downloading PDFs, and reading reviews may not generate immediate revenue, but could lead to a later sale.
  • Can add values to each goal in GA. Easy, pulls through to many reports to show worth of traffic - $ index & per visit goal value
  • Create goals in GA using the Thank You page of your actions
  • Adore Chrome plugin Analytics Helper. Adds a little green bubble to any page with GA code and tells you basic information about the code. Use this as you're browsing your site for a quick check to make sure the GA code is in place.
  • Want to tag all of the URLs used in our marketing efforts to get this data to come into GA.
  • Quick overview of what tagging could look like. Google made us an easy tool to do this
  • URL SHORTENER!!!
  • URL SHORTENER!!!
  • What twitter looks like in GA if not tagged. Tag your stuff, give the right marketing efforts credit.
  • Social plugins – on-site interactions with socialLiked it, +1'd it, shared it
  • ShareThis – easy. AddThis – needs one extra line of code.Simple to set up with AddThis or ShareThisGoogle +1 tracks automatically
  • How many visitscame to the site? Look at this hourly/daily/weekly/monthly
  • Did people take the actions we expected & wanted them to take?
  • Look at everything already mentioned by individual traffic sources – visits, conversions, bounce rate
  • Different traffic sources; different social mediaPlot rowsHow does x compare to y?Previously, needed to create advanced segments to answer
  • Plot rows
  • Plot rows – how does x compare to y?
  • Plot rows
  • Set it & forget it
  • Set them to email you / othersShare Cutroni dashboard
  • For each group / purpose, based on needs
  • Justin Cutroni dashboard
  • Set your dashboards to email the right people at the right times
  • Social triggersUse to test your campaign taggingSee how social or other marketing efforts are pushing traffic = know when to re-engage users w/ content
  • Adobe info
  • Adobe info
  • Adobe info
  • 30 day window
  • Social plugins (or proper tagging) will get you these reports
  • Use to visualize & quickly find insights about how visitors flow through siteCompare to other types of traffic
  • Depending on tagging, may need to use different settings.Set this up, then schedule it to email you!
  • Reporting on raw # of tweets? Break it down by their influence.Use Topsy to find & reach out to influential people sharing your link

Transcript

  • 1. 21 Actions to Analyze or Inform Social Media @rachaelgerson
  • 2. @rachaelgersonSEER Interactive The Search ChurchGA Top ContributorTech geekData junkie
  • 3. @rachaelgerson, not @rachelgerson
  • 4. Resource with links will be on last slide
  • 5. 21 actions to analyze or inform your social media efforts
  • 6. Setup &Decisions
  • 7. Action 1Establish on-site KPIs(Key Performance Indicators)
  • 8. Establish KPIs Get buy-in - Which actions indicate success?
  • 9. Establish KPIs Don’t measure too many $$$? actions that don’t matter
  • 10. Establish KPIs Make sure you’re measuring the actions that really matter
  • 11. Establish KPIs Assign $ values to non-eCommerce conversions
  • 12. Action 2Set up goals based on KPIs
  • 13. Set up goals based on KPIs
  • 14. Set up goals based on KPIs If you run an ecommerce site, sales goals can be easy
  • 15. Set up goals based on KPIs GA ecommerce tracking
  • 16. Action 3GA Code on Every page
  • 17. GA Code on Every PageMissing GA code =incomplete data
  • 18. Use Analytics Helper to check for code http://bit.ly/analyticshelper
  • 19. WordPress Note
  • 20. Action 4Tag your marketing efforts
  • 21. Tag your links Campaign Medium Ex. Email, Paid Search http://www.yoursite.com/?utm_source=new&utm_medium=email&utm_campaign=q1 Campaign Name Campaign Source Name of promotion Ex. Search engine, Newsletter name or campaign
  • 22. Tag your linkshttp://www.seerinteractive.com/?utm_source=newsletter&utm_medium=email&utm_campaign=june
  • 23. Tag your linkshttp://www.seerinteractive.com/?utm_source=newsletter&utm_medium=email&utm_campaign=june http://bit.ly/june-news
  • 24. Tag your links t.co twitter.com api.twitter.com mobile.twitter.com hootsuite.com tweetchat.com tweetdeck.com tweetgrid.com twittergadget.com
  • 25. Action 5Set up social plugins
  • 26. Set up social plugins
  • 27. Evaluation
  • 28. Action 6Evaluate reports - Visits
  • 29. Action 7Evaluate reports - Conversions
  • 30. Action 7Evaluate reports - Conversions
  • 31. Action 8Evaluate reports – Bounce Rate
  • 32. Action 9Evaluate reports – Traffic Sources
  • 33. Evaluate reports – Traffic Sources
  • 34. Action 10Compare performance
  • 35. Compare Performance – Comparison
  • 36. Compare Performance – Plot Rows
  • 37. Compare Performance – Plot Rows
  • 38. Make yourlife easier
  • 39. Action 11Set reports to email regularly
  • 40. Set reports to email regularly
  • 41. Action 12Create dashboards
  • 42. Create dashboards
  • 43. Create dashboards
  • 44. Create dashboards
  • 45. Action 13Set up alerts
  • 46. Set up alerts Get notifications when site behavior changes
  • 47. Sample alert recipes Bounce Rate – is greater than x% Visits – is less than 1
  • 48. Sample alert recipes Goal Conversions – Increase or Decrease [x% or x] from previous day / week Visits from [Medium, Source, Keyword, etc.] – Increase or Decrease [x% or x] from previous day / week
  • 49. Go deeper
  • 50. Action 14Utilize real-time reports
  • 51. Utilize real-time reports
  • 52. Utilize real-time reports Know when to re-engage users with content
  • 53. Utilize real-time reports Test campaign tagging http://www.demo.com/?utm_source=twitter &utm_medium=referral&utm_campaign=test
  • 54. Action 15Use the Multi-Channel Funnel reports
  • 55. Attribution First click attribution vs Last click attribution
  • 56. Adobe whitepaper “First click attribution more accurately captures the impact of social media - increasing its value by up to 94%.”
  • 57. Multi-channel funnel reports Referral Organic Search Direct
  • 58. Action 16Check the social media reports
  • 59. Google’s goal with social media reports Bridge the gap between social media & the business metrics you care about
  • 60. Value of traffic from social media sites;how visits lead to direct conversions or assist in future conversions
  • 61. Social Reports – Social value
  • 62. Social Reports – Network driving traffic
  • 63. Social Reports – Shared URL
  • 64. Social Reports – Activity streams
  • 65. Social Reports – Conversions from social
  • 66. Social Reports – Social Plugins
  • 67. Social Reports – Social Plugins
  • 68. Action 17Evaluate social media paths
  • 69. Action 18Annotate activities
  • 70. Annotate activities
  • 71. Annotate activities • Also can find & create under Assets
  • 72. Action 19Watch your social 404 pages
  • 73. Watch your social 404 pages
  • 74. Action 20Use tools other than GA
  • 75. Hootsuite Don’t Limit Your “Analytics” to Google Analytics
  • 76. facebook Don’t Limit Your “Analytics” to Google Analytics
  • 77. LinkedIn Don’t Limit Your “Analytics” to Google Analytics
  • 78. YouTube Don’t Limit Your “Analytics” to Google Analytics
  • 79. Tip: Add a + to any bitly URL to get the stats Don’t Limit Your “Analytics” to Google Analytics
  • 80. Don’t Limit Your “Analytics” to Google Analytics Tweets are not all equal
  • 81. Don’t Limit Your “Analytics” to Google Analytics Point – Lots of other FREE tools available!
  • 82. Pat yourselfon the back
  • 83. Action 21Breathe & relax
  • 84. Bonus: Action 22Wish @lisabarone ahappy birthday!
  • 85. @rachaelgersonbit.ly/smb-analytics