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Analyzing Your Traffic

These slides were created for the course: Comm 350R Social Media Dr. Matthew J. Kushin Department of Communication Utah Valley University For more on the course see: http://profkushinsocial.wordpress.com For more about the professor, see: http://profkushin.wordpress.com or @mjkushin on Twitter

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Social Media CourseDr. Matthew J. Kushin,[object Object],Assistant Professor,[object Object],Department of Communication,[object Object],Utah Valley University,[object Object],profkushin.wordpress.com,[object Object],mkushin@uvu.edu,[object Object],@mjkushin,[object Object]
Tools for Analyzing Your Traffic,[object Object],Dr. Matthew J. Kushin,[object Object],Course: profkushinsocial.wordpress.com,[object Object]
Unit 3 Review,[object Object], Social Data: Basic Brand Monitoring, Trending, Analyzing your Data, Search Optimization,[object Object]
1) Monitoring Station,[object Object],Strengthen monitoring station by adding real-time web searches,[object Object],Photo: eyesore9,[object Object]
2) Trends in Social data,[object Object],Data on an issue, subject or event over a period of time,[object Object],Looking at social data across time can uncover trends, or patterns of behavior,[object Object],These trends can inform decision making,[object Object]
3) Optimizing for Search,[object Object],Reputational Search,[object Object],Social Search,[object Object],Basic Code,[object Object]
Last But Not Least….,[object Object],Analyzing Your Traffic Data,[object Object]
Analyzing Your Traffic,[object Object],Data tools help us monitor success of our online promotion, such as:,[object Object],How many people come to our site and what do they look at?,[object Object],How many people clicked on a link in a Twitter post?,[object Object]
Analyzing Your Traffic,[object Object],In other words,[object Object],Another way of measuring outcomes of our strategic efforts,[object Object]
Website Traffic,[object Object]
2 Types of Tools we’ll focus on,[object Object],Website Traffic ,[object Object],URL Shorteners,[object Object]
Website Traffic,[object Object],Basic,[object Object],Wordpress Dashboard,[object Object],Advanced,[object Object],Google Analytics,[object Object],Unfortunately – Wordpress doesn’t work with Analytics,[object Object],Note: You can learn Google Analytics for free from Google’s Conversion University!,[object Object],Picture: by BottleLeaf,[object Object]
Website Traffic,[object Object],Related to your search optimization efforts,[object Object],Is how you assess success of optimization and make adjustments,[object Object],Picture: by BottleLeaf,[object Object]
When it comes to traffic:“Look for patterns of behavior, don’t get caught up in individual anomalies”,[object Object]
Some Key Features,[object Object],Visits Timeline,[object Object],Top Posts & Pages,[object Object],Search Engine Terms,[object Object],Referrers,[object Object],Picture: by BottleLeaf,[object Object]
Visits Timeline,[object Object],Shows visits to your site over time,[object Object],Like search trends, we can see patterns,[object Object],Pic by bylukemontague,[object Object]
What is your goal?,[object Object],Check the health of our website traffic,[object Object],If we have a campaign to drive traffic, we can see if there was an uptick in traffic!,[object Object],Pic by bylukemontague,[object Object]
Visits Timeline,[object Object],Week view,[object Object]
Top Posts & Pages,[object Object],Top pages on your site people viewed & # of times they viewed them,[object Object],Pic by ZeroOne,[object Object]
What is your goal?,[object Object],May want people to go to certain sites – like your “check out” site,[object Object],May want people to view as many pages as possible,[object Object],For blogs, people will often only goto your main page, reading multiple articles there,[object Object],Pic by ZeroOne,[object Object]
Example: What does this tell you?,[object Object]
Search Engine Terms,[object Object],Are you optimized for search!?,[object Object],Things people typed into a search like Google that led them to your page,[object Object]
Example,[object Object]
Referrals,[object Object],Sites people clicked links from to get to your site,[object Object],Pic by ...-Wink-...,[object Object]
Example,[object Object]
URL shorteners,[object Object]
URL Shorteners,[object Object],3 popular URL shorteners are:,[object Object],HootsuitesOwly– within hootsuite,[object Object],http://bit.ly - Bitly,[object Object],http://goo.gl – Google’s URL shotener,[object Object]
Link Stats,[object Object],All 3 provide stats about your links,[object Object],Meaning, any link you share will track statistics of who clicked on it,[object Object]
Link Example,[object Object],1) You take your home page,[object Object],http://ourteam.wordpress.com,[object Object],2) Enter it into a URL shortener,[object Object],You get a shoretened URL, say:,[object Object],http://goo.gl/01353,[object Object],3) You share your short URL,[object Object],Every time someone clicks on that URL it is tracked,[object Object]
Link Example,[object Object],Your Short URL,[object Object],10 Original Clicks,[object Object],I Tweet It,[object Object],4 Retweets,[object Object],20 More Clicks,[object Object],Tracks your link as it spreads,[object Object],More RT,[object Object],More Clicks,[object Object],More RT,[object Object],More Clicks,[object Object]
Key Features to Focus on,[object Object],Timeline,[object Object],# of clicks,[object Object],Referrals,[object Object],what site they clicked on your link from,[object Object],Distribution,[object Object],Tweets, Shares, Likes, etc.,[object Object],Conversation (or tweets mentioning your link),[object Object]
Bit.ly Example Tracked URL,[object Object]
Bit.ly Example Tracked URL,[object Object]
Hootsuite,[object Object]
Summary Strategy,[object Object],All Social Data tools discussed are useful when strategy is applied to them,[object Object],Decide:,[object Object],Your goals,[object Object],Attainable outcomes,[object Object],Strategy for achieving them,[object Object],Help us make decisions and adapt to improve our efforts,[object Object],Useful to show clients outcomes,[object Object]
Transferable Skills,[object Object],Many tools offer metrics,[object Object],The tools will change,[object Object],The skills are transferable,[object Object],If you understand how to use metrics you can adapt this skill to many different sites,[object Object],Pic by flattop341,[object Object]
Example: Facebook Insights,[object Object],Stats on Facebook page visits,[object Object],Such as:,[object Object],Likes,[object Object],Shares,[object Object]
Example,[object Object]
Thoughts…,[object Object],Questions? Thoughts?,[object Object],What are some ways we could use metrics in real world situations?,[object Object]

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