Social Media Analytics          A Value-focused Approach      Converge Consulting
Agenda• Basic Google Analytics terminology• What not to measure• Finding value through measurement• Using strategy to driv...
Terminology
BouncesThe number of single-page visits to your siteover the selected dimension.
Bounce RateThe percentage of single-page visits (i.e. visits inwhich the person left your site from theentrance page).
PageviewsThe total number of pageviews for your sitewhen applied over the selected dimension.
VisitsThe number of times your visitors has been toyour site (unique sessions initiated by all yourvisitors). If a user is...
VisitorsA user that visits your site. The initial session bya user during any given date range is consideredto be an addit...
Time on SiteThe time a visitor spends on your site.
Goal ConversionsThe number of goals completed by visitors.
What NOT to Measure
• Hits• Data in aggregate• Anything not tied to an outcome                     What NOT to Measure
Finding Value Through Measurement
Why does your website exist?
What you can track, youcan measure.What you can measure,you can improve upon.
What are you trying to achieve?Define it.
Events                                             CampaignsMicro-level                 Micro-level                       ...
EventsOpen                   Search          CampaignsHouse                  Mailing                                      ...
EventsBlack Tie                              Presidential         Campaigns Event                                Mailing  ...
Email                                    Postcard     Facebook                Website      Letter                   Alumni...
Determine• Landing page• Desired action• How success will be measured  – Confirmation page  – Form submission  – Download ...
Engaged with  the Site    Went to a  landing page                 Read a Facebook Post
Set Up Google Analytics Goals
Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_cam...
Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_cam...
Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_cam...
Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_cam...
Compare/Analyze     • Campaigns     • Sources     • Mediums
Determine What Works
Goal URLs
Pages At-a-glance
Pages
Pages Comparison
Compare Landing Page Visits to Bounce Rate
Time On Page
Pages
Compare by Location
Geo-targeted Campaigns
Social Engagement
Virtual Pageviews<ahref="onClick=_gaq.push([_trackPageview,/download/application]);">download admissions application< /a>
Segments
Advanced Segments
Segments
Segments
Segments
Social Media Sources
Social Media Sources
Mobile
Mobile
Multi-channel Funnels
Multi-channel Funnels
Dashboards (Distinctions)
Dashboards (Distinctions)
Dashboards (Distinctions)
Dashboards (Distinctions)
Dashboards (Distinctions)
Dashboards (Distinctions)
Dashboards (Distinctions)
Dashboards (Distinctions)
Dashboards (Distinctions)
Make changesReallocate funds to what is workingEliminate what is not
Additional Suggestions• Clear Calls to Action• Internal linking
Facebook Insights
Facebook Insights
Other Social Media Metrics• Retweets• Follows• Fans
Social Mention
GoogleTrends/Insights   for Search
Google Webmaster Tools
Best Use of Social Media Time• Tie actions to outcomes.• Do what will result in better outcomes.• Use measurement to infor...
Questions?
Flickr Image References•   1,72: http://www.flickr.com/photos/tjt195/30916171/sizes/o/in/photostream/•   2: http://www.fli...
Social Media Analytics: A Value-focused Approach
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Social Media Analytics: A Value-focused Approach

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  • http://www.flickr.com/photos/tjt195/30916171/sizes/o/in/photostream/
  • http://www.flickr.com/photos/haynephotography/3987572784/sizes/l/in/photostream/
  • http://www.flickr.com/photos/jwyg/3745559121/sizes/l/in/photostream/
  • All definitions from http://www.google.com/support/analytics/bin/answer.py?answer=99118http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/
  • All definitions from http://www.google.com/support/analytics/bin/answer.py?answer=99118http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/
  • All definitions from http://www.google.com/support/analytics/bin/answer.py?answer=99118http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/
  • All definitions from http://www.google.com/support/analytics/bin/answer.py?answer=99118http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/
  • All definitions from http://www.google.com/support/analytics/bin/answer.py?answer=99118http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/
  • All definitions from http://www.google.com/support/analytics/bin/answer.py?answer=99118http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/
  • All definitions from http://www.google.com/support/analytics/bin/answer.py?answer=99118http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/
  • http://www.flickr.com/photos/puzzlemepuzzle/4762502372/sizes/l/in/photostream/
  • http://www.flickr.com/photos/puzzlemepuzzle/4762502372/sizes/l/in/photostream/
  • http://www.flickr.com/photos/spacesuitcatalyst/536389937/sizes/l/in/photostream/
  • http://www.flickr.com/photos/pietroizzo/77536907/sizes/o/in/photostream/Purpose
  • It is very easy to measure website usage via GAwe are trying to figure out what is going on inside someone’s head when they visit a siteWhere are they going?What are they looking at?How much time are they spending on a page? – this could indicate how effective your content it.When you have your tracking in place, are beginning to measure what is going on, then you can start to improve not only the website, but also entire marketing campaigns
  • You can’t measure for the sake of measuring, it is extremely important to incorporate measurement into your larger strategyMap it outWhat are you ultimately trying to accomplish?What are the different pieces of the campaign? What channels or mediums are you going to use?Which sources? Facebook vs. Twitter. Radio spots on the rock station vs. the country station. How do all of these channels and sources work together in a strategic way?
  • One of the absolute most important things that you need to do is to define what success will look like before you launch your campaignWhat will success look like?What is your ultimate goal?Success must be properly defined before the campaign, otherwise you will waste your money You strategy MUST have an eye for outcomesLet’s examine this a bit closer.
  • Successful campaigns require a lot of balance and an understanding of how each piece works together.We start with the macro-level goals- the large goals of an institutions. For schools this is typically increase the number of students enrolled, increase student retention, and raise more donated dollars.These goals are then supported by departmental goals, which are in turn supported by micro-level goals typically in the form of a measurable action. Let’s see how this works.
  • Remember: What you can track, you can measure. What you can measure, you can improve upon. With this in mind, consider your website as your marketing hubYou have GA tracking set up on your website, so if you drive traffic to your website, you will have a way to examine the effectiveness of every channel. There are several very important components of this that we will examine: Google Analytics Goals and Campaign Tracking (sometimes called link tagging)Every time you send an outward-facing message, direct it to your website. Sending an email? Direct the recipients to your website.Sending a letter? Direct the recipients to your website.Posting on Facebook? Send people back to your website.Publishing the next issue of your alumni magazine? You guessed it, send them to your website.You have already strategically defined success, so be sure that the landing page you send people to has a call to action that supports that goal.This is usually a form of some kind – request more information, sign up for an event, or donate to the college
  • The following must be determine on a case-by-case basis. This should be relatively simple as long as your strategy is outlined and your goals are defined.Thinking back to the last slide and the example of the alumni magazine. You have an ad for homecoming as an example. What landing page will you send users to that will support your goal for the homecoming ad?What is the specific action that users need to take to support your goal?How you will measure the success?A confirmation page? The moment a form is submitted? When someone downloads a document? Maybe a PDF form or PDF informational brochure?
  • by Joost J. Bakker Ijmuiden (http://www.flickr.com/photos/joost-ijmuiden/5619821352/sizes/o/in/photostream/)
  • Set up goalsBe sure to include a Goal Value, even if it is only a relative value ranked by importance – Going to an event may be worth $50 on average, while getting someone to pay their alumni dues may be worth $150 on avergae, etc.This example goal uses a form thank you page as the definition of a success. When a user fills out this donation form, they will be taken to the donation form thank you page. Every time someone accesses that page it will be considered a success—this is because the form is really the only way to access the page. The page is specific to the form. Since we set $100 as our goal value in this example, every time someone accesses the thank you page, it is considered a goal conversion worth $100. We can then look at the Per Visit Goal Value to determine the effectiveness of individual sources, mediums, and campaigns in monetary terms.
  • Campaign tracking, sometimes called link tagging, is one of the most powerful features of Google Analytics. With campaign tracking you can link every action on your website back to a specific source, medium, and campaign. This is ultimately the mechanism through which you can reduce your marketing uncertainty. If you send an email, you can track the relative effectiveness of that email. If you send a letter, you can track the relative effectiveness of that letter.Note on the lefthand side which report will tell us the effectiveness of each. It is the campaigns report under “Traffic Sources.” This is the report that you will want to become very familiar with. Also, note Goal Set 1 in the Explorer. Site Usage will give you basic trending information such as visits, bounce rate, etc., but Goal Set 1 can actually show you show each source, medium, and campaign relates to one of your specific goals.Let’s examine each component to get a better understanding of how this works.
  • Remember to be consistent with your naming conventions
  • Compare
  • http://www.flickr.com/photos/lysy/213459669/sizes/l/in/photostream/
  • http://www.flickr.com/photos/mvallius/3892112410/sizes/o/in/photostream/
  • Let the data inform your marketing decisions. It is no longer good enough to go on gut feeling and stick with it just because it is a pet project.You can use campaign tracking, Goals, and your strategic analysis to show you what is working and what is not.Reallocate funds to what is workingEliminate what is not
  • by Sean MacEntee (http://www.flickr.com/photos/smemon/5683575389/sizes/o/in/photostream/)
  • http://www.flickr.com/photos/naama/23086990/sizes/z/in/photostream/Use sparingly
  • http://www.flickr.com/photos/tjt195/30916171/sizes/o/in/photostream/
  • Social Media Analytics: A Value-focused Approach

    1. 1. Social Media Analytics A Value-focused Approach Converge Consulting
    2. 2. Agenda• Basic Google Analytics terminology• What not to measure• Finding value through measurement• Using strategy to drive user experience• Some DePaul examples – DeBlogs, DePaul Distinctions• The best use of time on social media (e.g. if you have an hour a day how to use it)
    3. 3. Terminology
    4. 4. BouncesThe number of single-page visits to your siteover the selected dimension.
    5. 5. Bounce RateThe percentage of single-page visits (i.e. visits inwhich the person left your site from theentrance page).
    6. 6. PageviewsThe total number of pageviews for your sitewhen applied over the selected dimension.
    7. 7. VisitsThe number of times your visitors has been toyour site (unique sessions initiated by all yourvisitors). If a user is inactive on your site for 30minutes or more, any future activity will beattributed to a new session. Users that leaveyour site and return within 30 minutes will becounted as part of the original session.
    8. 8. VisitorsA user that visits your site. The initial session bya user during any given date range is consideredto be an additional visit and an additional visitor.Any future sessions from the same user duringthe selected time period are counted asadditional visits, but not as additional visitors.
    9. 9. Time on SiteThe time a visitor spends on your site.
    10. 10. Goal ConversionsThe number of goals completed by visitors.
    11. 11. What NOT to Measure
    12. 12. • Hits• Data in aggregate• Anything not tied to an outcome What NOT to Measure
    13. 13. Finding Value Through Measurement
    14. 14. Why does your website exist?
    15. 15. What you can track, youcan measure.What you can measure,you can improve upon.
    16. 16. What are you trying to achieve?Define it.
    17. 17. Events CampaignsMicro-level Micro-level Goals Departmental goals Macro-level Micro-level Macro-level Institutional goals
    18. 18. EventsOpen Search CampaignsHouse Mailing Goals Increase Departmental goals Applications Increase Number of Students Institutional goals
    19. 19. EventsBlack Tie Presidential Campaigns Event Mailing Campaign Goals Increase Annual Departmental goals Fund Contributions Increase Donations Institutional goals
    20. 20. Email Postcard Facebook Website Letter Alumni Magazine TwitterYour Marketing Hub
    21. 21. Determine• Landing page• Desired action• How success will be measured – Confirmation page – Form submission – Download PDF
    22. 22. Engaged with the Site Went to a landing page Read a Facebook Post
    23. 23. Set Up Google Analytics Goals
    24. 24. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
    25. 25. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund What is the source in which this link appears?
    26. 26. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund What is the medium/channel in which this link appears?
    27. 27. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund What is the name of the campaign?
    28. 28. Compare/Analyze • Campaigns • Sources • Mediums
    29. 29. Determine What Works
    30. 30. Goal URLs
    31. 31. Pages At-a-glance
    32. 32. Pages
    33. 33. Pages Comparison
    34. 34. Compare Landing Page Visits to Bounce Rate
    35. 35. Time On Page
    36. 36. Pages
    37. 37. Compare by Location
    38. 38. Geo-targeted Campaigns
    39. 39. Social Engagement
    40. 40. Virtual Pageviews<ahref="onClick=_gaq.push([_trackPageview,/download/application]);">download admissions application< /a>
    41. 41. Segments
    42. 42. Advanced Segments
    43. 43. Segments
    44. 44. Segments
    45. 45. Segments
    46. 46. Social Media Sources
    47. 47. Social Media Sources
    48. 48. Mobile
    49. 49. Mobile
    50. 50. Multi-channel Funnels
    51. 51. Multi-channel Funnels
    52. 52. Dashboards (Distinctions)
    53. 53. Dashboards (Distinctions)
    54. 54. Dashboards (Distinctions)
    55. 55. Dashboards (Distinctions)
    56. 56. Dashboards (Distinctions)
    57. 57. Dashboards (Distinctions)
    58. 58. Dashboards (Distinctions)
    59. 59. Dashboards (Distinctions)
    60. 60. Dashboards (Distinctions)
    61. 61. Make changesReallocate funds to what is workingEliminate what is not
    62. 62. Additional Suggestions• Clear Calls to Action• Internal linking
    63. 63. Facebook Insights
    64. 64. Facebook Insights
    65. 65. Other Social Media Metrics• Retweets• Follows• Fans
    66. 66. Social Mention
    67. 67. GoogleTrends/Insights for Search
    68. 68. Google Webmaster Tools
    69. 69. Best Use of Social Media Time• Tie actions to outcomes.• Do what will result in better outcomes.• Use measurement to inform you what that will be.
    70. 70. Questions?
    71. 71. Flickr Image References• 1,72: http://www.flickr.com/photos/tjt195/30916171/sizes/o/in/photostream/• 2: http://www.flickr.com/photos/haynephotography/3987572784/sizes/l/in/photostream/• 3: http://www.flickr.com/photos/jwyg/3745559121/sizes/l/in/photostream/• 4-10: http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/• 11,12: http://www.flickr.com/photos/puzzlemepuzzle/4762502372/sizes/l/in/photostream/• 13: http://www.flickr.com/photos/spacesuitcatalyst/536389937/sizes/l/in/photostream/• 14: http://www.flickr.com/photos/pietroizzo/77536907/sizes/o/in/photostream/• 23: http://www.flickr.com/photos/joost-ijmuiden/5619821352/sizes/o/in/photostream/• 41: http://www.flickr.com/photos/lysy/213459669/sizes/l/in/photostream/• 53: http://www.flickr.com/photos/mvallius/3892112410/sizes/o/in/photostream/• 63: http://www.flickr.com/photos/smemon/5683575389/sizes/o/in/photostream• 66: http://www.flickr.com/photos/naama/23086990/sizes/z/in/photostream/

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