Web Analytics: Effectively Tracking Your Social Media - Joe Laratro

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Web Analytics: Effectively Tracking Your Social Media
Presented by: Joe Laratro President, Tandem Interactive

This session will focus on the latest version of Google Analytics and how to properly use Web Analytics for tracking your Social Media performance. Google Analytics, the industry standard, can be used as proxy for almost any Analytics solution.

Google Analytics Latest Features for Social
- Social Engagement (Google+, Facebook, Twitter)
- The New Social Settings Under Admin
- The New Traffic Sources -> Social Reports
- Multi Channel Funnel Visualization

Core Analytics Concepts
- Campaign Tracking URLs
- Internal Coding / Tracking
- Analytics on Social Sites
- Referral Reports
- Campaign Reports

After attending this lecture, you will be able to examine your own Web Analytics and have a better understanding of Social Media Engagement tracking, Social Media Influence, and Social Media ROI. You will be able to track Social more efficiently through URL tracking and the latest Google Analytics features.

Published in: Business, Technology
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Web Analytics: Effectively Tracking Your Social Media - Joe Laratro

  1. 1. Social Media Analytics Presented by: Joe Laratro President, Tandem Interactive @jlaratroSocial Media Analytics© 2012 Tandem Interactive 1
  2. 2. Social Media Analytics• Latest Features of Google Analytics• Core Social Media Analytics Concepts• Next Generation Analytics – Attribution Modeling• Social Specific Analytics• Analytics Homework• Top Secret Slide @jlaratroSocial Media Analytics © 2012 Tandem Interactive 2
  3. 3. Quick Credentials• 12 Years of Pure SEO / SEM• Yahoo Strategic Provider Program• MSN Search Council• MCT – Microsoft Certified Trainer• Author of the DMA’s Natural SEO Module• SEOClass Professor• WebmasterWorld’s Pubcon Advisory Board• University of San Francisco’s Online Marketing Master’s Certificate Program• Former President of SFIMA @jlaratroSocial Media Analytics © 2012 Tandem Interactive 3
  4. 4. @jlaratroSocial Media Analytics © 2012 Tandem Interactive 4
  5. 5. Social Media Analytics• 2012 – The Year Social Became a True Analytics Traffic Channel• Why? Social Media is an Environment Where Activity Occurs Both On and Off Your Website• Social Media is an Upper Funnel Player in a Shopper’s Journey• When Did Search Engines Become Search Engines?• Social Engagement Reports - GONE @jlaratroSocial Media Analytics © 2012 Tandem Interactive 5
  6. 6. Social Search - OLD @jlaratroSocial Media Analytics © 2012 Tandem Interactive 6
  7. 7. Async Snippet - Reminder @jlaratroSocial Media Analytics © 2012 Tandem Interactive 7
  8. 8. Social Media Setup @jlaratroSocial Media Analytics © 2012 Tandem Interactive 8
  9. 9. Social Media Setup• Tracking URLs• http://www.joe.com/?utm_source=Facebook&utm_medium=soci al&utm_campaign=5-15-12-SFIMA• URL Shortners • Bit.ly • Goo.gl @jlaratroSocial Media Analytics © 2012 Tandem Interactive 9
  10. 10. Social Interaction Analytics• https://developers.google.com/analytics/devguides/collection/gaj s/gaTrackingSocial• _gaq.push([_trackSocial, network, socialAction, opt_target, opt_pagePath]);• FB Like Code: FB.Event.subscribe(edge.create, function(targetUrl) { _gaq.push([_trackSocial, facebook, like, targetUrl]); }); @jlaratroSocial Media Analytics © 2012 Tandem Interactive 10
  11. 11. New Social Reports @jlaratroSocial Media Analytics © 2012 Tandem Interactive 11
  12. 12. Social Overview @jlaratroSocial Media Analytics © 2012 Tandem Interactive 12
  13. 13. Social Sources @jlaratroSocial Media Analytics © 2012 Tandem Interactive 13
  14. 14. Social Shared Pages @jlaratroSocial Media Analytics © 2012 Tandem Interactive 14
  15. 15. Social Conversions (Assisted and Last) @jlaratroSocial Media Analytics © 2012 Tandem Interactive 15
  16. 16. Social Interactions @jlaratroSocial Media Analytics © 2012 Tandem Interactive 16
  17. 17. Social Visitor Flow @jlaratroSocial Media Analytics © 2012 Tandem Interactive 17
  18. 18. Social Stream Data – From Social HubsSocial Media Analytics © 2012 Tandem Interactive 18
  19. 19. Social Data Hub• AllVoices • Google • SodaHead• Badoo Groups • TypePad• Blogger • Hatena • Vkontakte• Delicious • Livefyre • yaplog!• Digg • Meetup• Diigo • Read It• Disqus Later• Echo • Reddit• Gigya • Screen• Google+ RantSocial Media Analytics © 2012 Tandem Interactive 19
  20. 20. Some Social Unknowns (At the Moment)• Which sites are considered “Social”?• Does URL coding medium as Social = Social?• Social Segmentation?• Authentication for Social Stream Data?• What Exactly does the coding for Social in Admin do?Social Media Analytics © 2012 Tandem Interactive 20
  21. 21. @jlaratroSocial Media Analytics © 2012 Tandem Interactive 21
  22. 22. Core Social Media Analytics Concepts• Bounce Rate• Engagement on the Website – Like, Share, Tweet, Re-Tweet, Pin• Engagement off the Website – Directly on Facebook, Blogger, Pinterest – Referral Traffic• Conversion Funnels (Top of the funnel)• Attribution Modeling• Assisted Conversions @jlaratroSocial Media Analytics © 2012 Tandem Interactive 22
  23. 23. Path to Purchase Google Premium = Attribution Modeling @jlaratroSocial Media Analytics © 2012 Tandem Interactive 23
  24. 24. Multi Channel Conversion Funnels @jlaratroSocial Media Analytics © 2012 Tandem Interactive 24
  25. 25. Web Analytics Best Practices• Security – BE VERY CAREFUL• Annotations – Record Major Events• Weekly Reporting• Monthly Reporting @jlaratroSocial Media Analytics © 2012 Tandem Interactive 25
  26. 26. Troubleshooting Assistance! @jlaratroSocial Media Analytics © 2012 Tandem Interactive 26
  27. 27. Top Secret Slide! No Tweets! No Blogs!• Google Analytics Segments -> Near Future Google Adwords Retargeting Method – Time On Site – Location – Browser – Device – Amount Of Visits – Social – Much, Much More Robust Targeting @jlaratroSocial Media Analytics © 2012 Tandem Interactive 27
  28. 28. Other Social Media Analytics @jlaratroSocial Media Analytics © 2012 Tandem Interactive 28
  29. 29. Facebook Insights - Admin @jlaratroSocial Media Analytics © 2012 Tandem Interactive 29
  30. 30. Facebook Insights - Overview @jlaratroSocial Media Analytics © 2012 Tandem Interactive 30
  31. 31. Facebook Insights - Likes @jlaratroSocial Media Analytics © 2012 Tandem Interactive 31
  32. 32. YouTube Analytics @jlaratroSocial Media Analytics © 2012 Tandem Interactive 32
  33. 33. YouTube Analytics - Demographics @jlaratroSocial Media Analytics © 2012 Tandem Interactive 33
  34. 34. YouTube Analytics – Traffic Sources @jlaratroSocial Media Analytics © 2012 Tandem Interactive 34
  35. 35. YouTube Analytics @jlaratroSocial Media Analytics © 2012 Tandem Interactive 35
  36. 36. Klout @jlaratroSocial Media Analytics © 2012 Tandem Interactive 36
  37. 37. Analytics Homework• Make New Analytics Version Your Default• Verify the Latest Version of Google Analytics Code• Add Social Accounts to Admin Settings• Identify Your Core Metrics – Like, Share, Tweet, Re-Tweet, Pin• Setup a Schedule to Review Social Analytics – GA + Conversions – GA Interactions – Other Social Metrics (Facebook, Youtube, Klout)• http://analytics.blogspot.com – Weekly! @jlaratroSocial Media Analytics © 2012 Tandem Interactive 37
  38. 38. Thank You!Tandem Team – We are the Mover of Websites! Chris Rodman – PPC Sara Ayala - PPC Mona Cohen - SEO Copywriter Erika Thomas - SEO Copywriter, Link Builder Linda Kempin – SEO Copywriter Martin Herrera – Link Builder Lauren Demarco – Customer Care, Link Builder Bill Gilliland – Local Search“The SEO Diet” PPT or White PapersLive weekly classes for University of San Francisco @jlaratroSocial Media Analytics © 2012 Tandem Interactive 38

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