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Laura Thieme of Bizresearch co-led a business 45 minute seminar on Social Media Analytics & How to Integrate Social Media with PPC & SEO, Friday, September 17th in Columbus, OH. She led the seminar with Mike Eldredge of tekOrange (formerly iHost Solutions). Learn more through and

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  1. 1. Integrate & Track Social Media, PPC & SEO Efforts @bizresearch
  2. 2. Bizresearch & LT <ul><li>Started corporate blog in early 2007 </li></ul><ul><ul><li>drives majority of our corporate traffic </li></ul></ul><ul><ul><li>learning to monetize & strategically market </li></ul></ul><ul><li>Started personal blog in late 2007 </li></ul><ul><li>Started FB in June 2008 </li></ul><ul><li>Twitter in September 2008 </li></ul><ul><li>Saw first measurable & sustained income as result of Twittering about Whale Wars in July 2009 </li></ul>@bizresearch
  3. 3. Listen <ul><li>What are others talking about? </li></ul><ul><li>Know the Influencers vs Noise in the Crowd (tools to know who’s an influencer vs who’s a dabbler in social media) </li></ul><ul><li>Identify Brand & Product Compliments vs Acknowledge & React to Complaints </li></ul><ul><li>Tools: Tweetdeck, Klout, Trackur & Other Monitoring Tools </li></ul>@bizresearch
  4. 4. Klout (free) (free) @bizresearch
  5. 5. Learn Who is Friends with Whom @bizresearch
  6. 6. Great SMCI Tool @bizresearch
  7. 7. Monitoring Tools <ul><ul><li>Social media monitoring tools </li></ul></ul><ul><ul><ul><li>buzz on company name, brands, related keywords </li></ul></ul></ul><ul><ul><ul><li>monitor blogs, video, images, Tweets, FB posts, news, and other feeds </li></ul></ul></ul><ul><ul><ul><li>Tools: Trackur (get from Bizresearch or directly) </li></ul></ul></ul><ul><ul><ul><li>Radian6 (starts at $600/mo) </li></ul></ul></ul>@bizresearch
  8. 8. Do People Like Your Eggs or Not or Not @bizresearch
  9. 9. Ego @bizresearch
  10. 10. Interact <ul><ul><li>@Mentions </li></ul></ul><ul><ul><li>Retweet what other influencers are saying </li></ul></ul><ul><ul><li>Increase followers & fans, share/forwards </li></ul></ul><ul><ul><li>Tools: Tweetdeck, Twitter (Easier to interact with others, manage multiple accounts) </li></ul></ul><ul><ul><li>Tool: Klout (Monitor interactions amongst others, dynamics & trends) </li></ul></ul>@bizresearch
  11. 11. @bizresearch
  12. 12. Is Your Audience Engaged? @bizresearch
  13. 13. Hootsuite - Monitor & Collaborate @bizresearch
  14. 14. Tracking <ul><li>What’s Fruitful for your Company </li></ul>@bizresearch
  15. 15. Why Should You Measure Leads & Revenue? <ul><li>Because time is money </li></ul><ul><li>If you know what’s working, you can stop spending time & money on what’s not working </li></ul>@bizresearch
  16. 16. Integrated vs Social Media Tracking Tools <ul><li>Integrated </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><ul><li>Bizwatch Search Analytics Trend Analysis </li></ul></ul></ul><ul><ul><li>Omniture SiteCatalyst & SearchCenter </li></ul></ul><ul><ul><li>Radian6 </li></ul></ul><ul><li>PurePlay: </li></ul><ul><ul><li>Facebook Ad & LinkedIn Ad Tracking </li></ul></ul><ul><ul><li>HubSpot’s TwitterGrader, Klout, Trackur </li></ul></ul>@bizresearch
  17. 17. GA Traffic Source KPIs <ul><li>Visits, Pages/Visit </li></ul><ul><li>Time on Site </li></ul><ul><li>% of New Visits, Bounce Rate </li></ul><ul><li>Ecommerce Rev, Transactions, Avg Value, CVR </li></ul>@bizresearch
  18. 18. GA: Traffic KPI Motion Chart Motion Chart @bizresearch
  19. 19. GA: Traffic KPI Motion Bar Chart Bar Chart @bizresearch
  20. 20. GA Event Tracking GA Content @bizresearch
  21. 21. Facebook Ad Tracking @bizresearch
  22. 22. Facebook Ad Tracking <ul><li>Bid, Impressions, CTR, Clicks, Cost by </li></ul><ul><li>Date, Ad </li></ul><ul><li>Facebook Ads </li></ul>@bizresearch
  23. 23. LinkedIn Ad Tracking @bizresearch
  24. 24. LinkedIn Ad Tracking @bizresearch
  25. 25. Adobe Omniture SiteCatalyst @bizresearch
  26. 26. @bizresearch
  27. 27. @bizresearch
  28. 28. You Need Someone To Watch Your Back, Strategize, Analyze @bizresearch
  29. 29. Summary of Tracking Tools Tracking Tools <ul><li>Pure play social media monitoring tools </li></ul><ul><ul><li>strength - monitoring, listening, novelty </li></ul></ul><ul><ul><li>weakness - often do not integrate with SEO, PPC, website/traffic analytics </li></ul></ul><ul><ul><ul><li>fail to track the lead, online order or sale, and measure associated revenue </li></ul></ul></ul><ul><li>Integrated Search & Social Marketing Analytics Tools </li></ul><ul><ul><li>free to fee-based (GA to Adobe Omniture) </li></ul></ul>@bizresearch
  30. 30. SEO Integration @bizresearch
  31. 31. How Social Media Helps Your SEO @bizresearch
  32. 32. Must Frequently Update to Maintain @bizresearch
  33. 33. Know Your KWs <ul><li>Keywords that convert to leads, revenue & profitability </li></ul><ul><ul><li>Use Bizwatch Search Analytics to uncover and reveal this data </li></ul></ul><ul><ul><li>Use Bizwatch to analyze 13+month trends on top-converting, high traffic, lower cost per conversion keywords </li></ul></ul>@bizresearch
  34. 34. PPC Integration @bizresearch
  35. 35. PPC Integrated with Social Media @bizresearch
  36. 36. Consistent Messaging @bizresearch
  37. 37. Common Mistakes <ul><li>Improper Conversion Tagging </li></ul><ul><li>Not Realizing & Properly Assessing Analytics Tracking Complexity </li></ul><ul><li>Attribution Mismanagement </li></ul><ul><li>Poor Keyword Choice </li></ul><ul><li>Investing in tools, but not in: </li></ul><ul><ul><li>4 types of people: Strategist, Project Manager, Specialist & Analyst </li></ul></ul><ul><li>Lastly, letting social media suck the life/time out of your day without producing anything tangible </li></ul>@bizresearch
  38. 38. Social Media Analytics Follow Bizresearch on Twitter @Bizresearch @Bizresearchlmt (Laura Thieme)