Social Media Breakfast - Tech Valley

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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
  • Social Media Breakfast - Tech Valley

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

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