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Web and Social Media Analytics-June 2016

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This hands-on seminar covered web and social analytics and insights and how they are invaluable to your overall marketing plan. media outlets such as Facebook, Pinterest, Twitter and Google+, as well as Google Analytics.

Published in: Marketing
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Web and Social Media Analytics-June 2016

  1. 1. 6/7/2016
  2. 2. Please Ask Questions! 2
  3. 3. 3
  4. 4. Why Analytics “What gets measured gets managed.” -Peter Drucker 4
  5. 5. Data Is Everywhere  Computers make it easy to store digital interactions  Typically you have access to this information 5
  6. 6. Better Tools  Services are providing more than just the raw data  Graphs, charts, and other insights are now built in  Raw data downloads are still available 6
  7. 7. Downsides  Data is largely fractured  Analysis Paralysis 7
  8. 8. What Can You Do With The Measurements? 8  Change design  Finding effective content  Change external marketing mix
  9. 9. 9
  10. 10. Why Google Analytics (GA)  Free* if you have a Google login  Easy to install  Lots of details  Enterprise analytics option 10
  11. 11. How Does It Work  Little piece of code on all pages of your website  Can leave it off of pages you don’t want to track 11
  12. 12. Downsides  Doesn’t track everyone  Visitors cookies need to be enabled  Requires Google account  Privacy 12
  13. 13. Vs. Other Packages  Webalizer  Analog  Webtrends  Uses the raw server logs  Lots of noise 13
  14. 14. Interaction With Google Search  Does send info about your site and your visitors back to Google  “If a service is free, you’re the product.” 14
  15. 15. Visits and Pageviews  Visits-how many individual people visit the site  Pageviews-total number of pages that visitors have viewed on the site  Sometimes called “hits” interchangeably 15
  16. 16. Pages/Visit and Avg. Visit Duration  Pages/Visit -number of pages/divided by the number of visits  Avg. Visit Duration 16
  17. 17. % New Visits and Unique Visitors  % New Visits -how many visitors to your site are first time visitors  Unique visits-number of unduplicated visitors during the current time period 17
  18. 18. Bounce Rate  Percentage of visits that go only one page before exiting a site  Use A/B testing and mouse tracking to determine what keeps people on your site 18
  19. 19. Location and Language  Location from your ISP  Whatismyip.com  Language from your web browser 19
  20. 20. Behavior: New vs. Returning  A measure of how compelling the site’s content is.  Returning visitors: is there a favorite category or section of the site that they’re revisiting?  New visitors: are you updating enough? 20
  21. 21. Mobile % of mobile, devices  Do you need a better mobile experience  Google will penalize your search results if you have a poor mobile site 21 Responsive Mobile
  22. 22. 22
  23. 23. Traffic Sources - Search  Organic  Paid 23
  24. 24. Traffic Sources - Referral  Social sharing buttons on your site  Guest post on other websites and include your link in the post  Web site fields on site profiles  Forum posts  Comments 24
  25. 25. Traffic Sources - Direct  Directly typing your website into the browser  Clicking on a link in an email  Using a browser’s bookmark  Clicking a link embedded in a document, PDF, excel, or other file 25
  26. 26. Other Common Traffic Sources  Social  Email campaigns 26
  27. 27. Visitor Flow  Source  Location  Technology (ex. desktop vs. mobile)  Digital ads  Keywords  Drop off rates tell you where you losing your visitors 27
  28. 28. Conversions  What do you want the visitor to do?  Buy a product  Fill out a contact form  Sign up for a mailing list  More powerful tools for tracking available 28
  29. 29. Goals - Ecommerce  Add product to cart  Go to cart  Review cart  Input payment information  Confirm payment information  Thank you for purchasing!  Many eCommerce packages build this in since GA is everywhere 29
  30. 30. Google Analytics Social Reporting Tool  How does social media affect goals  Which networks drive traffic  Where people are discussing your organization 30
  31. 31. Measure Site Search  See how visitors are using your search 31
  32. 32. Measure – Hard Metrics  Easy to do with eCommerce but harder to do with services.  Need to create custom web addresses to share to track in detail. 32
  33. 33. 33
  34. 34. Complements Analytics  Impressions vs. Clicks  Top Queries/Top Pages  Search Appearance  Indexing Issues 34
  35. 35. 35
  36. 36. Measure – Soft Metrics 36  Number of followers on social media networks  Number of posts, comments, Tweets, etc.  Key influencers, who already have a following that is talking about you  Share of conversation
  37. 37. Measure 37  What are they saying?  Are they saying good or bad things about you? Are the good comments increasing?  Where is the conversation occurring? (blogs, news sites, forums, social media sites)
  38. 38. Measure – Hard Metric Comparisons  Pay Per Click (PPC) =  Cost Per Click (CPC)  Cost Per 1000 Impressions (CPM)  Get comparison rates from Google or Facebook ads
  39. 39. All In One Tracking  Sprout Social 39
  40. 40. 40
  41. 41. Insight Areas  Likes  Reach  Pages/Posts  Actions  People 41
  42. 42. Likes Analytics  Number of Likes  Number of Unlikes  Source of Likes  Ads  Page Suggestions  Your Page  Mobile  Page Suggestions 42
  43. 43. Reach Insights  Number of People who saw posts on your page.  Actions taken on posts (like, share, comment) 43
  44. 44. Page Views  Page and Tab visits  Tab importance  External Referrers 44
  45. 45. Posts Insights  Times and dates of visits  Most effective post types  Which posts are have highest reach and engagement 45
  46. 46. Video Insights  Video views  Videos viewed more than 30 seconds  Top videos. Similar stats to top posts 46
  47. 47. People Insights  Gender  Demographics  Location  Language 47
  48. 48. Facebook-EdgeRank  Affinity – relationship with object (is this person a friend or did they just Like something)  Weight-type of post (images have the highest weight)  Time Decay-decreases as content ages  edgerankchecker.com 48 ∑ = Ue x We x De = Affinity x Weight x Decay
  49. 49. 49
  50. 50. Timeline Activity  # Tweets  Impressions  Follows  Mentions  Top Tweets 50
  51. 51. Timeline Activity  Impressions  Engagements  Clicks 51
  52. 52. Audience Insights  Demographics  Interests  Location  Gender  Who your followers follow 52
  53. 53. Audience Insights  Demographics  Interests  Lifestyle  Purchasing Behavior  TV Viewing Behavior  Mobile footprint 53
  54. 54. Other Important Analytics  Detail expands  Embedded media clicks  Engagement rate  Follows: Times a user followed you directly from the Tweet 54  Hashtag clicks:  Leads submitted  Permalink clicks  (desktop only)  Shared via email  User profile clicks
  55. 55. Tweriod 55
  56. 56. 56
  57. 57. Pinterest Analytics  Only on business accounts  Similar metrics to other social networks 57
  58. 58. Pinterest Metrics  Pins  Pinners  Repins  Repinners  Impressions  Reach 58  Clicks  Visitors  Most Recent Pins  Most Repinned  Most Clicked
  59. 59. Audience Information  Country  Language  Metro  Gender 59
  60. 60. Interests 60
  61. 61. Website Information  Boards  Brands 61
  62. 62. 62
  63. 63. Similar Metrics Among Networks  How many people saw it  When did they see it  How many people interacted with it  Which content was most popular  Who your audience is 63
  64. 64. 64
  65. 65. Hootsuite  Reports from multiple social media networks in one place  Some reports require a pro account 65
  66. 66. Link Shorteners  Example: Bit.ly  Integrates with lots of services (ex. Twitter)  What percentage of your clicks contributed to the overall number of clicks on that link 66
  67. 67. Click Tale  How visitors are interacting with your site  What they are pausing their mouse over 67
  68. 68. Quill Engage for Google Analytics 68
  69. 69. Paid Tools  Sprout Social  Radian 6  Audiense  Twitalyzer 69
  70. 70. 70
  71. 71. Vs. Comparison  Vs. Last Period  Vs. YAG  Vs. Industry 71
  72. 72. Competitors or industry  Google analytics lets you select your industry  Many social media metrics are open for public viewing 72
  73. 73. collin@bluezoocreative.com Twitter.com/ccondray 9/26/2012 collin@bluezoocreative.com Twitter.com/ccondray 479-966-9575 6/7/2016

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