Getting Under the HoodWhat Analytics and Metrics Can ShowYou About Your Website and SocialMedia Efforts
Thanks for showing up early!       And, for that, you get a special treat…  What percentage of websites*  are using Google...
Embolden is a full-service digitalcommunications group providing clientswith a tailored approach to onlinestrategy, web de...
Thank you CommA!
Webinar controls• *6 to mute• *7 to unmute• Have a question burning question? Jump in and ask!• Please say your name and w...
Have a question?
Who’s there & here?  Ann-Marie    Donna
How many?
Today• What good is data without great strategy?   10 mins• Google Analytics                            20 mins• Social Me...
So, what good is data, metrics and analytics…Without great strategy?
Aligned with outcomes…think, feel, doThink: “This foundation is credible, trustworthy & smart”Feel: “I’m relieved and exci...
Traffic       Engagement          &
Why use analytics & metrics?•   They provide a way to measure    results of your    work/strategy over time.•   They help ...
Why use analytics & metrics?•   They tell us how readers & users        interact    with your website and other channels.•...
Google Analytics
Why use Google Analytics?It is one      of the bestmethods for tracking andanalyzing your onlinecommunications strategy ov...
GoogleAnalytics is:A FREE tool fromGoogle that lets youtrack detailedstatistics about:1. who is   visiting   your   websit...
The new version
The NewVersionDiscontinuing oldversion January2012RecreatedashboardsEverything’sthere! Some of it’smovedPDF exporter andem...
Three key things to remember about Google Analytics data:      Who, how and what
AnalyticsReports:An overview• Audience  (used to be  Visitors):  Who and how many  are visiting?• Traffic  sources:  How a...
Who, how and what
Menus expanded
Report layout
Report layout
Visitor Flow
Timeline
1. Audience:Who and how many are      visiting?
Timeline
Annotations
Mobile
Pageviews, visits and visitors• Pageviews: Every time someone looks at a page on  your site, it counts as one pageview.• V...
2. Traffic sources:How are they finding you?
Search, referral, direct traffic andcampaigns• Search: Through a search engine.• Referral: By a link on another site.• Dir...
Campaigns
Campaigns
3. Content:What are they viewing /       doing?
The Dashboard
TheAnalyticsDashboardQuick view of yourkey metrics andreports.Easily customized.
Advanced & Fun Features!• Conversions/Goals   •   Keyword cloud!• Onsite search       •   Visitor flow• Custom reports    ...
Goals
Onsite Search
Custom Reports
Advanced Segments
Intelligence
Keyword Cloud
Real-time data
Site Speed
Event tracking
Social media: Why use it?
•   Sales, press, research, thought-leadership, customer    service, activism, live news and events: Twitter          •   ...
Everythingis socialEven traditionalmedia and contentsites includesharing options.And soon many ofour online activitieswill...
Content thatengages willbedisplayedHighlighted storieswill be at the top ofthe wall (posts towhich users are morealigned b...
Social Media  Metrics
Measurement toolsabound!There arehundreds offree and paidtools formeasuringsocial mediaengagement.
Free isokay!Begin byusinginexpensiveor free toolsand lookingfor patternsover time.
Free isokay!Many socialnetworkshave theirown analyticsbuilt in.YouTube hasrecentlyaddedanalytics forvideopublishers.
HootSuiteHootSuite – avery good, freesocial mediapublishing andmanagementtool has built inanalytics.For a smallmonthlysubs...
HootSuiteTrack multiplechannels andcreate customreports withcustomizablelogo andautomatedreports delivery.Image: viaHootSu...
Paid toolsare worthconsiderationIf you have alarge andactive socialmediapresence andfree tools aretaking up toomuchtime, c...
What areyoumeasuring?The metrics youchoose tomonitor—aswell as budgetconsiderations--will inform thepaid tool(s) youmay se...
What areyoumeasuring?Some tools areFacebook-focused, othersinclude multiplechannels butmonitorsentiment, stillothers focus...
Create a baseline   Do an audit  Be strategic
Benchmark Your Metrics• Benchmark metrics on your website and in existing  social media accounts.• Benchmark non-analytics...
Monitor Analytics• Use Bit.ly or a tool with integrated URL shortening  like HootSuite to track clicks of your shared cont...
Keep itSimplePaid tools canprovide quickcharts andgraphs and cancentralize yourmetrics, but aspreadsheetcan oftenprovide a...
Social Engagementin Google Analytics
Social Engagement in  Google Analytics
Social Engagement in  Google Analytics
Facebook Insights
Facebook Insights
Facebook Insights
Facebook Insights
Facebook Insights - Terminology• Total Likes: # of unique people who Like your page.• Friends of Fans: is what it sounds l...
Facebook Insights - Terminology• Posts: The number of updates youve posted to your  page.• Engaged users: # of people who ...
Facebook Insights
Facebook Insights• Find the posts with the most engagement and look for  similarities.• What characteristics make these po...
LinkedIn Analytics
Linked InForcompaniesandorganizations.This info isavailable foradministrators of your org’sprofile.
Aggregators
MonitoringAcrossChanelsWhile Swix is a paidservice monitoringyour analytics ondozens ofchannels, its freeMentionBox sitech...
SocialMentionA way to gauge /benchmark yoursocial reach /engagement aroundsearched-forkeywords.Find who is sayingwhat abou...
Other monitoring tools•   Google Alerts: a handy feature that allows you to get an email every    morning (or as often as ...
Additional tools•   Board Reader: search discussion forums across the web with this tool.•   Technorati: blog directory an...
Desktop and Mobile Software Clients•   HootSuite – one of the most popular and most powerful business-focused    tools all...
Q&A
Thank you!Contact Ann-Marie Harrington - 877.723.7720      amharrington@embolden.com
Getting Under the Hood: What Analytics and Metrics Can Show You About Your Website and Social Media Efforts
Getting Under the Hood: What Analytics and Metrics Can Show You About Your Website and Social Media Efforts
Getting Under the Hood: What Analytics and Metrics Can Show You About Your Website and Social Media Efforts
Getting Under the Hood: What Analytics and Metrics Can Show You About Your Website and Social Media Efforts
Getting Under the Hood: What Analytics and Metrics Can Show You About Your Website and Social Media Efforts
Getting Under the Hood: What Analytics and Metrics Can Show You About Your Website and Social Media Efforts
Getting Under the Hood: What Analytics and Metrics Can Show You About Your Website and Social Media Efforts
Getting Under the Hood: What Analytics and Metrics Can Show You About Your Website and Social Media Efforts
Getting Under the Hood: What Analytics and Metrics Can Show You About Your Website and Social Media Efforts
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Getting Under the Hood: What Analytics and Metrics Can Show You About Your Website and Social Media Efforts

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Web analytics and social media metrics provide you with powerful ways to track how people interact with your content and what they’re saying about your foundation. They help you understand what works (and what doesn’t!) with your constituents and donors.

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Getting Under the Hood: What Analytics and Metrics Can Show You About Your Website and Social Media Efforts

  1. 1. Getting Under the HoodWhat Analytics and Metrics Can ShowYou About Your Website and SocialMedia Efforts
  2. 2. Thanks for showing up early! And, for that, you get a special treat… What percentage of websites* are using Google Analytics? (*top one million websites) Use the chat to send me your answer…The first 5 people to who get closest to the correct answer will win a Google Analytics Book!
  3. 3. Embolden is a full-service digitalcommunications group providing clientswith a tailored approach to onlinestrategy, web development, web designand content management.
  4. 4. Thank you CommA!
  5. 5. Webinar controls• *6 to mute• *7 to unmute• Have a question burning question? Jump in and ask!• Please say your name and where you are from when asking a question or making a comment.• Click the ―raise hand‖ button (located top left above the chat box)• Or type your question in the chat box – I can answer now or after the class.
  6. 6. Have a question?
  7. 7. Who’s there & here? Ann-Marie Donna
  8. 8. How many?
  9. 9. Today• What good is data without great strategy? 10 mins• Google Analytics 20 mins• Social Media metrics 15 mins• Q&A 15 mins
  10. 10. So, what good is data, metrics and analytics…Without great strategy?
  11. 11. Aligned with outcomes…think, feel, doThink: “This foundation is credible, trustworthy & smart”Feel: “I’m relieved and excited to have a vehicle for my giving”Do: “I’ll setup a DA fund”
  12. 12. Traffic Engagement &
  13. 13. Why use analytics & metrics?• They provide a way to measure results of your work/strategy over time.• They help you make informed site & content improvements (innovation, usability, content and design).• It’s a great way to see how you “measure up” with other foundation sites and channels.
  14. 14. Why use analytics & metrics?• They tell us how readers & users interact with your website and other channels.• They uncover which content is resonating most…and least.• They give us some insight into how your readers think, feel and act.
  15. 15. Google Analytics
  16. 16. Why use Google Analytics?It is one of the bestmethods for tracking andanalyzing your onlinecommunications strategy overtime.
  17. 17. GoogleAnalytics is:A FREE tool fromGoogle that lets youtrack detailedstatistics about:1. who is visiting your website,2. how they found you and3. what they are doing when they get there.
  18. 18. The new version
  19. 19. The NewVersionDiscontinuing oldversion January2012RecreatedashboardsEverything’sthere! Some of it’smovedPDF exporter andemail schedulerNew and improveditems
  20. 20. Three key things to remember about Google Analytics data: Who, how and what
  21. 21. AnalyticsReports:An overview• Audience (used to be Visitors): Who and how many are visiting?• Traffic sources: How are they finding you?• Content: What are they viewing / doing?
  22. 22. Who, how and what
  23. 23. Menus expanded
  24. 24. Report layout
  25. 25. Report layout
  26. 26. Visitor Flow
  27. 27. Timeline
  28. 28. 1. Audience:Who and how many are visiting?
  29. 29. Timeline
  30. 30. Annotations
  31. 31. Mobile
  32. 32. Pageviews, visits and visitors• Pageviews: Every time someone looks at a page on your site, it counts as one pageview.• Visits: Every time a user comes to your site, that counts as one visit, regardless of the number of pages the user viewed.• Visitors: An individual who comes to your site is considered a visitor.• Unique Visitors: A way to see how many unique users are visiting your site vs. returning visitors.
  33. 33. 2. Traffic sources:How are they finding you?
  34. 34. Search, referral, direct traffic andcampaigns• Search: Through a search engine.• Referral: By a link on another site.• Direct traffic: From URL typed into a browser, from a link in an email, or from a bookmarked site.• Campaigns: From an enewsletter campaign or Facebook post.
  35. 35. Campaigns
  36. 36. Campaigns
  37. 37. 3. Content:What are they viewing / doing?
  38. 38. The Dashboard
  39. 39. TheAnalyticsDashboardQuick view of yourkey metrics andreports.Easily customized.
  40. 40. Advanced & Fun Features!• Conversions/Goals • Keyword cloud!• Onsite search • Visitor flow• Custom reports • Social engagement• Advanced segments • Real-time data• Intelligence • Site speed• Annotations • Easier site navigation• New dashboard • Web master tools • Event tracking
  41. 41. Goals
  42. 42. Onsite Search
  43. 43. Custom Reports
  44. 44. Advanced Segments
  45. 45. Intelligence
  46. 46. Keyword Cloud
  47. 47. Real-time data
  48. 48. Site Speed
  49. 49. Event tracking
  50. 50. Social media: Why use it?
  51. 51. • Sales, press, research, thought-leadership, customer service, activism, live news and events: Twitter • Influentials, early adopters, entrepreneurs, journalists, activists, thought- leaders, government officials, etc.• Relationships, community, awareness: Facebook, YouTube • General appeal. 61% of Facebook users are 35 or older. • YouTube appeals to all-ages, but skews younger than Facebook. • Many users still keep Facebook for personal connections and use Twitter, LinkedIn, and others for professional use.• Business networking, knowledge sharing, HR, resources: LinkedIn, Quora • Business professionals, entrepreneurs, executives, venture capitalists.
  52. 52. Everythingis socialEven traditionalmedia and contentsites includesharing options.And soon many ofour online activitieswill become evenmore social than iscurrently obvious…
  53. 53. Content thatengages willbedisplayedHighlighted storieswill be at the top ofthe wall (posts towhich users are morealigned byinterests, connections, interactions).The less usersinteract with yourcontent the less likelythey are to see yourcontent at all.Users have the abilityto unlike yourpage, but now theycan also markcontent as notvaluable.
  54. 54. Social Media Metrics
  55. 55. Measurement toolsabound!There arehundreds offree and paidtools formeasuringsocial mediaengagement.
  56. 56. Free isokay!Begin byusinginexpensiveor free toolsand lookingfor patternsover time.
  57. 57. Free isokay!Many socialnetworkshave theirown analyticsbuilt in.YouTube hasrecentlyaddedanalytics forvideopublishers.
  58. 58. HootSuiteHootSuite – avery good, freesocial mediapublishing andmanagementtool has built inanalytics.For a smallmonthlysubscriptionfee, advancedanalytics andcustom reportsare available.
  59. 59. HootSuiteTrack multiplechannels andcreate customreports withcustomizablelogo andautomatedreports delivery.Image: viaHootSuite blog
  60. 60. Paid toolsare worthconsiderationIf you have alarge andactive socialmediapresence andfree tools aretaking up toomuchtime, considerpaiddashboardslikeradian6, Sprout, and SimplyMeasured.
  61. 61. What areyoumeasuring?The metrics youchoose tomonitor—aswell as budgetconsiderations--will inform thepaid tool(s) youmay select.
  62. 62. What areyoumeasuring?Some tools areFacebook-focused, othersinclude multiplechannels butmonitorsentiment, stillothers focus onblog metrics.
  63. 63. Create a baseline Do an audit Be strategic
  64. 64. Benchmark Your Metrics• Benchmark metrics on your website and in existing social media accounts.• Benchmark non-analytics metrics as well (FAQ, press mentions, speaking requests, etc.).• Check current stats against benchmarks
  65. 65. Monitor Analytics• Use Bit.ly or a tool with integrated URL shortening like HootSuite to track clicks of your shared content.• Use Google Analytics, Facebook Insights, third party stats, even Excel spreadsheets to track engagement metrics.• Track which kinds of content, posting times, channels, etc. receive the most interaction.
  66. 66. Keep itSimplePaid tools canprovide quickcharts andgraphs and cancentralize yourmetrics, but aspreadsheetcan oftenprovide asmuch benefit ifyou track yourown metrics ona regularschedule.
  67. 67. Social Engagementin Google Analytics
  68. 68. Social Engagement in Google Analytics
  69. 69. Social Engagement in Google Analytics
  70. 70. Facebook Insights
  71. 71. Facebook Insights
  72. 72. Facebook Insights
  73. 73. Facebook Insights
  74. 74. Facebook Insights - Terminology• Total Likes: # of unique people who Like your page.• Friends of Fans: is what it sounds like. The number of unique people who are friends of your fans.• People Talking About This: people who have interacted with your content (likes, comments, shares, tagging your page, mentions of your page, check-ins, etc.)• Weekly Total Reach: # of unique people who have seen your content including Ads.
  75. 75. Facebook Insights - Terminology• Posts: The number of updates youve posted to your page.• Engaged users: # of people who have clicked your post.• Virality: % of people who have taken an action on your content out of the total number of people who have seen it.
  76. 76. Facebook Insights
  77. 77. Facebook Insights• Find the posts with the most engagement and look for similarities.• What characteristics make these posts successful?
  78. 78. LinkedIn Analytics
  79. 79. Linked InForcompaniesandorganizations.This info isavailable foradministrators of your org’sprofile.
  80. 80. Aggregators
  81. 81. MonitoringAcrossChanelsWhile Swix is a paidservice monitoringyour analytics ondozens ofchannels, its freeMentionBox sitechecks mentionsacross media andprovides a easysignup for emailalerts.Social Mention—also free--providessimilar functionalitywith basic metrics.
  82. 82. SocialMentionA way to gauge /benchmark yoursocial reach /engagement aroundsearched-forkeywords.Find who is sayingwhat about theseyou / your topics.Follow / answerthem.Observe sentimentand trends. Howcan that help youadjust to meetusers where theyare and answertheir needs?
  83. 83. Other monitoring tools• Google Alerts: a handy feature that allows you to get an email every morning (or as often as you indicate) with any new reference to a word, phrase or URL. We recommend setting up Google Alerts to get a good idea of who is saying what about you (and competitors). http://www.google.com/alerts• Bit.ly: aURL shortening account with bit.ly: http://bit.ly/ for ease of click-thru tracking• Facebook Hyper Alerts: notification on page activity for your own page as well as any other page you’d like to track (including peers) http://www.hyperalerts.no/
  84. 84. Additional tools• Board Reader: search discussion forums across the web with this tool.• Technorati: blog directory and search. Includes a blog authority ranking.• Topsy: realtime search of social networks. Incudes a good search for experts in specific areas. http://topsy.com/experts• NameCheck: It’s a good idea to keep your username/brand consistent across networks. Search to see whether your username is available: http://namechk.com/ and http://knowem.com/• TweetStats: http://TweetStats.com• Twitalyzer – success metrics for Twitter. Integrates with Google analytics: http://www.twitalyzer.com• TwitterCounter – analytics: http://twittercounter.com• TwitterReach: search for terms to get a sense of the number of people reached
  85. 85. Desktop and Mobile Software Clients• HootSuite – one of the most popular and most powerful business-focused tools allows updating to multiple social networks : http://hootsuite.com• Seesmic – integration with multiple networks and numerous plugins (including Salesforce)• TweetDeck – the most popular desktop client (available for iPhone too), manages multiple accounts: http://tweetdeck.com
  86. 86. Q&A
  87. 87. Thank you!Contact Ann-Marie Harrington - 877.723.7720 amharrington@embolden.com

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