This is the presentation for the Web and Social Media Analytics seminar I gave for the Small Business Technology and Development Center at the University of Arkansas on February 11, 2014. It covers Google Analytics and social media analytics on Facebook, Twitter, and Pinterest.

1. 2/11/2014

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. 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. This presentation might
already be obsolete!

5. Not everything in this
presentation will apply to
you!

6. Please Ask Questions!
6

7. 7

8. Why Analytics
“What gets measured
gets managed.”
-Peter Drucker
8

9. Data Is Everywhere
 Computers make it easy
to store digital
interactions
 Typically you have
access to this information
9

10. 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
10

11. Downsides
 Data is largely fractured
 Analysis Paralysis
11

12. What Can You Do With The
Measurements?
12
 Change design
 Finding effective
content
 Change external
marketing mix

13. 13

14. Why Google Analytics (GA)
 Free*
 Easy to install
 Lots of details
14

15. 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
15

16. Downsides
 Doesn’t track everyone
 Visitors cookies need to
be enabled
 Requires Google
account
 Privacy
16

17. Vs. Other Packages
 Webalizer
 Analog
 Webtrends
 Uses the raw server logs
 Lots of noise
17

18. 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.”
18

19. 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
19

20. Pages/Visit and
Avg. Visit Duration
 Pages/Visit -number of
pages/divided by the
number of visits
 Avg. Visit Duration
20

21. % 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
21

22. 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
22

23. Location
and Language
 Location from your ISP
 Language from your
web browser
23

24. 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?
24

25. Mobile % of mobile, devices
 Do you need a better
mobile experience
25
Responsive Mobile

26. Traffic Sources - Search
 Organic
 Paid
26

27. Traffic Sources - Referral
 Include 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
27

28. 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
28

29. Visitor Flow
 Source
 Location
 Technology (ex. desktop
vs. mobile)
 Digital ads
 Keywords
 Drop off rates tell you
where you losing your
visitors
29

30. Conversions
 What do you want the
visitor to do?
 Fill out a contact form
 Sign up for a mailing list
 Click on a chat widget
30

31. 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
31

32. Google Analytics
Social Reporting Tool
 How does social
media affect goals
 Which networks drive
traffic
 Where people are
discussing your
organization
32

33. 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.
33

34. 34

35. Complements Analytics
 Impressions vs. Clicks
 Top Queries/Top Pages
 Search Appearance
 Indexing Issues
35

36. 36

37. Measure – Soft Metrics
37
 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

38. Measure
38
 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)

39. 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

40. 40

41. Insight Areas
 Likes
 Reach
 Visits
 Posts
 People
41

42. Likes Analytics
 Number of Likes
 Number of Unlikes
 Source of Likes
 Ads
 Page Suggestions
 Your Page
 Mobile
42

43. Reach Insights
 Number of People who
saw posts on your page.
 Actions taken on posts
(like, share, comment)
43

44. Visits Insights
 Page and Tab visits
 Tab importance
 Checkins
44

45. Posts Insights
 Times and dates of visits
 Most effective post
types
 Which posts are have
highest reach and
engagement
45

46. People Insights
 Demographics
 Location
46

47. 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
47
∑ = Ue x We x De
= Affinity x
Weight x
Decay

48. 48

49. Timeline Activity
 Mentions
 Follows
 Unfollows
49

50. Timeline Activity
 Favs
 Retweets
 Replies
50

51. Follower Information
 Number of followers
 Interests
 Location
 Gender
 Who your followers follow
51

52. 52

53. Pinterest Analytics
 Only on business
accounts
 Similar metrics to other
social networks
53

54. Pinterest Metrics
 Pins
 Pinners
 Repins
 Repinners
 Impressions
 Reach
54
 Clicks
 Visitors
 Most Recent Pins
 Most Repinned
 Most Clicked

55. 55

56. Hootsuite
 Reports from multiple
social media networks in
one place
 Some reports require a
pro account
56

57. 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
57

58. Click Tale
 How visitors are
interacting with your site
 What they are pausing
their mouse over
58

59. Paid Tools
 Sprout Social
 Radian 6
 SocialBro
 Twitalyzer
59

60. 60

61. Vs. Comparison
 Vs. Last Period
 Vs. YAG
 Vs. Industry
61

62. Competitors or industry
 Google analytics lets you
select your industry
 Many social media
metrics are open for
public viewing
62

64. Vs. Comparison
 Vs. Last Period: +76%
 Vs. YAG: -28.5%
 Vs. Industry
64

66. collin@bluezoocreative.com
Twitter.com/ccondray
9/26/2012
collin@bluezoocreative.com
Twitter.com/ccondray
479-966-9575
2/11/2014