Using Google Analytics to Measure Social Media Success

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

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

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

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

Using Google Analytics to Measure Social Media Success

by Sazbean Consulting on Jun 23, 2010

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Using Google Analytics to Measure Social Media Success — Presentation Transcript