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Web and Social Media Analytics-October 2015

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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.

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Web and Social Media Analytics-October 2015

  1. 1. 10/20/2015
  2. 2. Who we are – Collin Condray  18 years experience in web development  Retail data analysis for multi-billion dollar companies (3M and Tyson)  Social media marketing  Agency experience with Collective Bias and Saatchi X
  3. 3. Who we are – Eric Huber  Over 25 years as a graphic designer for both small businesses and Fortune 500 companies  Marketing, advertising, and graphic design for small businesses  Award winning designer  Instructor for the New Design School
  4. 4. Zookeepers  Megan-Project Manager  Mark-Marketing/Sales  Kelly-Content Creator 4  Kate-Designer  Monica-Developer  Josh-Designer
  5. 5. This presentation might already be obsolete!
  6. 6. Not everything in this presentation will apply to you!
  7. 7. Blue Zoo Creative might not do some of this.
  8. 8. Please Ask Questions! 8
  9. 9. 9
  10. 10. Why Analytics “What gets measured gets managed.” -Peter Drucker 10
  11. 11. Data Is Everywhere  Computers make it easy to store digital interactions  Typically you have access to this information 11
  12. 12. 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 12
  13. 13. Downsides  Data is largely fractured  Analysis Paralysis 13
  14. 14. What Can You Do With The Measurements? 14  Change design  Finding effective content  Change external marketing mix
  15. 15. 15
  16. 16. Why Google Analytics (GA)  Free*  Easy to install  Lots of details 16
  17. 17. 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 17
  18. 18. Downsides  Doesn’t track everyone  Visitors cookies need to be enabled  Requires Google account  Privacy 18
  19. 19. Vs. Other Packages  Webalizer  Analog  Webtrends  Uses the raw server logs  Lots of noise 19
  20. 20. 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.” 20
  21. 21. 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 21
  22. 22. Pages/Visit and Avg. Visit Duration  Pages/Visit -number of pages/divided by the number of visits  Avg. Visit Duration 22
  23. 23. % 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 23
  24. 24. 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 24
  25. 25. Location and Language  Location from your ISP  Whatismyip.com  Language from your web browser 25
  26. 26. 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? 26
  27. 27. Mobile % of mobile, devices  Do you need a better mobile experience 27 Responsive Mobile
  28. 28. Traffic Sources - Search  Organic  Paid 28
  29. 29. 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 29
  30. 30. 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 30
  31. 31. Visitor Flow  Source  Location  Technology (ex. desktop vs. mobile)  Digital ads  Keywords  Drop off rates tell you where you losing your visitors 31
  32. 32. 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 32
  33. 33. 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 33
  34. 34. Google Analytics Social Reporting Tool  How does social media affect goals  Which networks drive traffic  Where people are discussing your organization 34
  35. 35. Measure Site Search  See how visitors are using your search 35
  36. 36. 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. 36
  37. 37. 37
  38. 38. Complements Analytics  Impressions vs. Clicks  Top Queries/Top Pages  Search Appearance  Indexing Issues 38
  39. 39. 39
  40. 40. Measure – Soft Metrics 40  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
  41. 41. Measure 41  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)
  42. 42. 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
  43. 43. All In One Tracking  Sprout Social 43
  44. 44. 44
  45. 45. Insight Areas  Likes  Reach  Visits  Posts  People 45
  46. 46. Likes Analytics  Number of Likes  Number of Unlikes  Source of Likes  Ads  Page Suggestions  Your Page  Mobile  Page Suggestions 46
  47. 47. Reach Insights  Number of People who saw posts on your page.  Actions taken on posts (like, share, comment) 47
  48. 48. Visits Insights  Page and Tab visits  Tab importance  External Referrers 48
  49. 49. Posts Insights  Times and dates of visits  Most effective post types  Which posts are have highest reach and engagement 49
  50. 50. Video Insights  Video views  Videos viewed more than 30 seconds  Top videos. Similar stats to top posts 50
  51. 51. People Insights  Gender  Demographics  Location  Language 51
  52. 52. 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 52 ∑ = Ue x We x De = Affinity x Weight x Decay
  53. 53. 53
  54. 54. Timeline Activity  Mentions  Follows  Unfollows 54
  55. 55. Timeline Activity  Impressions  Engagements  Clicks 55
  56. 56. Audience Insights  Demographics  Interests  Location  Gender  Who your followers follow 56
  57. 57. Audience Insights  Demographics  Interests  Lifestyle  Purchasing Behavior  TV Viewing Behavior  Mobile footprint 57
  58. 58. Tweriod 58
  59. 59. 59
  60. 60. Pinterest Analytics  Only on business accounts  Similar metrics to other social networks 60
  61. 61. Pinterest Metrics  Pins  Pinners  Repins  Repinners  Impressions  Reach 61  Clicks  Visitors  Most Recent Pins  Most Repinned  Most Clicked
  62. 62. Audience Information  Country  Language  Metro  Gender 62
  63. 63. Interests 63
  64. 64. Website Information  Boards  Brands 64
  65. 65. 65
  66. 66. Hootsuite  Reports from multiple social media networks in one place  Some reports require a pro account 66
  67. 67. 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 67
  68. 68. Click Tale  How visitors are interacting with your site  What they are pausing their mouse over 68
  69. 69. Paid Tools  Sprout Social  Radian 6  SocialBro  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 10/19/2015

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.

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