Analytics For Leaders 2010 Nonprofit Leadership Conference – Thriving is the New Normal Beyond Website Analytics: Leveraging Technology June 3, 2010
Who We Are: About Tunheim Partners Well-regarded thinking and crisp execution – these are the building blocks of Tunheim Partners. Our clients turn to us to help them capitalize on important communications opportunities. We respond with insightful counsel and service to help them achieve their objectives.
David Erickson , director e-Strategy, Tunheim Partners
Uncle to Millennials
14 years Internet marketing experience
Twitter: @ derickson
e-Strategy Internet Marketing Blog – e-StrategyBlog.com
Set a goal – In order to properly use analytic tools you need to first set a goal of what you want people to do on your site. Do you want them to fill out a form, make a purchase, etc. You will then base your strategies around this goal.
Who is it you want to reach?
Why do you want to reach them?
After you determined your goals you’ll be able to identify the proper channels
Google Analytics – google.com/analytics
Webtrends – webtrends.com
Clicky – getclicky.com
Your website: Online hub
Word of Mouth
Google Webmaster Central - google.com/webmasters/
Google URL Builder
Appears in Traffic Sources > Campaigns
Clicktale – Web analytics service that give you videos, charts and heatmaps showing how visitors are interacting with your Web site.
Movies of your visitors' browsing sessions to analyze their behavior (i.e. mouse movements, mouse clicks, scrolling actions and interactions with online forms)
Heatmaps show where visitors click, where they look and how far down they scroll (i.e. where visitors stop and pay attention, what parts they skip, how far they scroll)
Link Analytics shows interactions, hover and hesitation time
Form Analytics reveals problem fields in online forms that cause visitors to leave
Pricing – there is a free option, but it is limiting, especially if you have an active site.
Google URL Builder
Segment Google Analytics stats for any link to your site.
Before posting, tweeting or emailing a link, put it through Google URL Builder to track its success.
Web Analytics Look at heatmaps showing Mouse Movement, Clicks, Scroll and Attention. Watch recordings of action visitors experience with your site Determine at what stage people are opting out of form completion Learn visitor demographics
Web Analytics Red = scrolled slowest, most engaged with site Blue = scrolled quickest, least engaged with site Clicktale’s Scrolling Heatmap
Put the most important information where people are already focusing their attention.
CrazyEgg – visuals and heatmaps of how your visitors are interacting with your page.
Hover to reveal link click rates
Which of your links are visitors clicking on?
What kind of information are they looking for when they visit your site?
Shows which parts of your page visitors are clicking on. Hot colors equal more clicks.
Put your organization’s most important information where people’s eyes are naturally drawn.
Another way to see where your visitors are clicking. Each dot represents a click.
Can sort by:
Time of day
Day of week
Other Web analytic tools: Get Clicky, Statcounter
Google Trends & Insight for search
Shows increases in search traffic for specific terms
Can sort by region or timeframe
Can compare multiple terms by adding a comma in your search inquiry
Are you optimizing your page for the correct search terms at the correct time of year?
Are you reaching out to your key audience when they are most likely to be searching for you?
Real Time Updates in Google
Other search analytic tools: Keyword Discovery , Wordtracker
Gives statistics on various Web sites including:
Daily unique visitors
Other sites visited
Are your visitors the demographic that you expect them to be?
Are you reaching out to this demographic in your other marketing tactics?
What other sites are your visitors going to?
What demographic of people are visiting your competitors’ sites?
Compare statistics on up to five different Web sites such as:
Daily unique visitors
FeedBurner’s subscriber count is based on an approximation of how many times your RSS feed has been requested in a 24-hour period.
Subscribers is inferred from an analysis of the many different feed readers and aggregators that retrieve this feed daily.
Subscribers count is calculated by matching IP address and feed reader combinations, then using a detailed understanding of the multitude of readers, aggregators, and bots on the market to make additional inferences.
It can reflect the number of subscribers on a given day or the average number of subscribers over the course of time.
People generally subscribe to only their favorite blogs.
Is the content on your blog appealing enough to people to make them want to get your posts directly to their reader?
Other blog analytics tools: Google Reader , Bloglines
Enter search term
Bring up comments people are making either on news articles, blogs or Twitter.
Perfect for monitoring online chatter about a given topic
Great tool to see what the masses are saying during a crisis
Search and setup email updates of the latest relevant social media results (blog, microblog, etc.) based on your choice of search phrase.
Facebook – Interaction Graphs
Interactions occur when someone writes on your wall, comments on your post or likes your content.
Post quality measures how engaging your posts have been to Facebook users over a rolling seven-day period.
Are your fans engaging with the content you are posting?
How are they engaged (i.e., are they reacting to your content or adding their own wall posts?
Interaction graphs show how fans are interacting with your posts and consuming your material.
Can sort by interactions (total, comments, wall posts, likes), interactions per post, post quality, discussion posts, reviews and mentions.
Sort by timeframe to see how interactions change over time.
Facebook – Gender and Age Charts
Active Fans = Fans who have written on your wall or engaged with your posts in the last week.
Is this the gender breakdown you expected?
Is this the gender breakdown you want?
Facebook – Location Lists
Facebook – Fan Graphs
Shows trends in user acquisition and subscription
Can sort by total fans/unsubscribed fans, new/removed fans, top countries, demographics, pageviews/unique pageviews, unsubscribes/resubscribes and media consumption
Change timeframe to see how interactions change over time.
Facebook – Post Insights
Facebook offers insights for individual posts for high volume pages
Impressions = raw number of times this story has been seen on your wall and in the news feed of your fans
Feedback is the number of comments and likes per impression
Is there a certain type of post that is getting the most reaction out of your fans?
Real-time results of what people are saying on Twitter about any topic
Also shows trending topics
Use advanced search option to limit results based on location, person, date, attitude and much more
Are you creating the kind of chatter you want?
What are people saying about your organization and marketing tactics?
Shows how many people have seen a phrase, hashtag or link on Twitter, based on tweets, mentions and re-tweets
Shows who is passing along your information.
Can also, search a Twitter user to see how influential they are.
See how many people are seeing the information you’re tweeting about
Find out who the top Twitter users passing along your content are, these are your biggest advocates.
Are there people who are passing along similar content as yours who you have not engaged with yet?
Are your competitors links, hashtags and information traveling further than yours?
Calculates what kind of an impact a Twitter user has by assigning a grade
The grade is determined based on number of followers, power of followers, updates, update recency, follower/following ratio and engagement
It is then compared against all other Twitter users that also have a score.
So, a Twitter Grade of 80, means that 80% of other users got a lower score.
Lists “Twitter Elite” based on location
Are you making an impact on Twitter?
Are you reaching out to the Twitter Elite in your area?
Determine what kind of an impact your videos are making based on views, ratings and comments.
Shows if and where your video has been shared
Lists what demographic your video is most popular with
Are people watching your videos?
Are your videos appealing to your target audience?
Where are people sharing the videos?
Advanced YouTube analytics give information on demographics, location
Hot spots shows what part of the video people are paying the most attention
With a basic account you can look at number of views, number of people who call the photo a favorite, amount of comments, sentiment of comments.
With a paid pro account you get more stats including graphs showing what your most viewed photo is, etc.
Are people seeing your photos?
Are they liking your photos?
Yahoo Site Explorer
Tells you who is linking to a Web page, article, press release, etc.
Take out links from your site
Find audiences for a particular topic
What type of interest has there been for a press release or news story you have been mentioned in
Open Site Explorer
Other link analytics: Delicious
Shows how many people have clicked on your link.
Top number is number of people who have clicked on your link
Bottom number is all the clicks on the aggregate bit.ly link
Shows timeframe, location, where the link is being shared
Know how many people are looking at your content
Make a unique link for your Facebook post, Tweet and E-mail newsletter and see which tactic gets the most clicks