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Using Google Analytics to Measure Social Media Success
 

Using Google Analytics to Measure Social Media Success

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Now that you’re using social media, do you know whether or not it’s working for your business? Wondering what all those numbers mean in Google Analytics? Learn the basics of measuring social media ...

Now that you’re using social media, do you know whether or not it’s working for your business? Wondering what all those numbers mean in Google Analytics? Learn the basics of measuring social media success with Google Analytics in this presentation by Sarah Worsham, CEO & Web Strategist from Sazbean Consulting.

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Using Google Analytics to Measure Social Media Success Using Google Analytics to Measure Social Media Success Presentation Transcript

  • Using Google Analytics to Measure Social Media Success Welcome! We will begin shortly. Sarah Worsham Web Strategist & CEO Sazbean Consulting Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • a little about me... Web Strategist, Geek, Entrepreneur, Mother, Wife, Webgrrl, Computer Engineer and MBA2 (in no particular order) what that means... I help companies and organizations grow online by creating digital strategies based on customized analysis and achievement of business goals. Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Overview • What to Measure • Measurement Basics • What it means to Measure Success • What Google Analytics can tell you about success in your social media strategy • Q&A Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • First Step: Understand what to measure photo by Memotions @ Flickr CC - http://www.flickr.com/photos/memotions/259656126/ Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Start with Business Goal & Objectives photo by laffy4k @ Flickr CC - http://www.flickr.com/photos/laffy4k/202540347/ Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Develop a Social Media Plan Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Measurement Basics photo by aussiegall @ Flickr CC - http://www.flickr.com/photos/aussiegall/286709039/ Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Pageview Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Pageview Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Hits - Not Very Useful Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Bounce Rate photo by mskogly @ Flickr CC - http://www.flickr.com/photos/mskogly/2658719484 Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Time on Site photo by mskogly @ Flickr CC - http://www.flickr.com/photos/mskogly/2658719484 Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Traffic Sources photo by respres @ Flickr CC - http://www.flickr.com/photos/respres/2544979655/ Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • What it Means to Measure Success photo by House of Sims @ Flickr CC - http://www.flickr.com/photos/houseofsims/3117592302/ Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • What’s working in your Social Media Plan Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • What can tell you? •How much traffic (and •Which content do people from where) your Base of seem to appreciate? Operations is getting •What other sites are •Which Calls to Action are linking to your site? working •How are people getting •Which Landing Pages are to a particular content or working landing page? •Where in the Conversion •What pages are people Process people are getting visiting to convert? stuck and more.... Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Find Landing or Content Pages by Title or URL Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Entrance Sources -- where traffic came from for this page Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Entrance Keywords -- what keywords people searched for to get to this page Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Entrance Paths -- what people did after visiting this page Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Navigation Summary -- what people did before & after visiting this page Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Goals the are Gold where is photo by covilha @ Flickr CC - http://www.flickr.com/photos/11139043@N00/1439804758/ Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Total Conversions -- by day, how many people actually completed your form/action Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Goal Conversion Rate -- by day, what percentage of people who came to the landing page, actually completed the form or action Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Reverse Goal Path -- different paths people took to complete your action Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Intelligence -- for extra tidbits & insights Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • For Advanced Users -- check out Custom Reports Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Let’s Review! 1. Start with Your Business Goal & Objectives 2. Understand what metrics help you measure attainment of that goal 3. What are you doing in your social media strategy to help you achieve your business goal? 4.How can you measure success in your particular social media plan? 5. Look for metrics & data in Google Analytics to help you understand what’s working Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • To Learn More: Sazbean.com blog, podcasts, upcoming webinars SazbeanConsulting.com Internet Marketing & Strategy Recommended Reading: Web Analytics: An Hour a Day by Avinash Kaushik (amazon affiliate link) Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Any Questions? photo by -bast- @ Flickr CC - http://www.flickr.com/photos/-bast-/349497988/ Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC
  • Connect with me... SazbeanConsulting.com Blog: Sazbean.com Twitter.com/sazbean Facebook: www.facebook.com/sazbean LinkedIn: http://www.linkedin.com/in/sazbean saz@sazbean.com Sarah Worsham, Sazbean Consulting DBA Dynalink, LLC