Civic1647 Social Media Analytics

CivicBLUE1647 – Social Media
Marketing and Web Analytics
3/10/2016

Copyright © 2016 Accenture All rights reserved. 2
Agenda
Introduction
Web Analytics
• Intro to Web Analytics
• Google Analytics
• Social Media Analytics
Social Media Marketing
• Social Media Marketing/Advertising
Tips
Success Stories
Demonstration

3Copyright © 2016 Accenture. All rights reserved.
Your Presenter Your Facilitators
3
Pierre DeBois
Founder and Chief Digital
Marketing Strategist
Zimana, LLC
Shyna
Hegde
Melissa
Hamilton
Event handle #CivicBlueACNQ

Agenda
Introduction
Web Analytics
Tips
Success Stories
Demonstration

What is Analytics?

Its is the measurement, collection, analysis and
reporting of web data for purposes of understanding
and optimizing web usage.
Source: http://en.wikipedia.org/wiki/Web_analytics
What is Web Analytics?
Analytics examines how your marketing connects
to users, driving sales and profitability:
HOW are people discovering your business
via your site and digital media?
 IDENTIFY the general demographics of site
users?
WHAT content interest visitors ?
73% of marketers plan to increase spend in
marketing analytics expected in the next 3 years.

Heard of Google Analytics?

Where Google Analytics Fits
Google Analytics is one of the most used
analytics tracking tools by online marketers.
The basic version is free
Offers detailed insights connecting
marketing media, placing results into
customized reports.
Google Analytics can be used for your
apps, eCommerce sites, your blogs, or
just about anything that is online.
Google Analytics Quick Start: https://support.google.com/analytics/answer/1008015?hl=en
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Reporting in Google Analytics
Google Analytics has eight sections in the report navigation
menu:
• Dashboards: A collection of widgets for an overview of metrics
and reports
• Shortcuts: Quick access to your report information
• Intelligence Events: Monitors significant variations in traffic
• Real-Time: A view of real-time website (app) activity
• Audience: Metrics that describe who your users are
• Acquisition: Metrics describing sources of your site or app
audience
• Behavior: Metrics indicating how users interacted with your site
and what they did on pages
• Conversions: Transaction metrics when users complete a goal
on site or within an app
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• Real- Time Reports:
– Real-Time Reports highlight current activity on a site or app
• Audience Reports:
– Audience Reports reveals who your audience is (demographics, interests,
geography), how the audience consumes your content (technology, browser,
device), and their loyalty and engagement (engagement, new/returning
users).
• Acquisition Reports:
– Identifies how people arrived to your site
• Behavioral Reports:
– Outlines user interaction with content within an app or site.
• Conversion Reports:
– The Conversion Report collects any conversion on the site
Types of Google Analytics Reports
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Have you heard of Tags/ Tag Manager?

Tag Manager
Tags are designed to simplify adding triggers for site
or app activity
Google Tag Manager provides a user interface for
adjust triggers without having to reinsert code
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Tag Manager
• Container - tag that goes onto the website/app
• Tag - Script that records Data
• Variable - Name-value pairs
• Trigger - T/F condition
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Account Structure
Account Property View
Account
Property 1 Property 2
View 1
View 2
View 3
View 1
View 2
• Account: Your access point for Analytics. An account can contain more than one property, if desired.
• Property: A website (or app). This is where Analytics generates the tracking code that you implement on every
page of the site to collect data from the site. Example: If a client has different brands, they can be under the same
account but different properties.
• View: A defined viewpoint of data from a property. A view may be use to segment the account by type of traffic (only
AdWords traffic, traffic from everyone but company’s domain, etc.), by subdomain (store.example.com or
m.example.com), or by other ways you choose. Create these segments by setting up filters.
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Administration
• Decide who will be
administrators
• Set Filters and Alerts
• Enable Remarketing,
Ecommerce settings (when
needed)
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Installation Planning Tips
• Plan separate profiles for mobile,
unique sites, app
• Gather SKU, price for E-Commerce
reports and data layer (tag
manager)
• Add a IP Filtered profile to exclude
internal traffic
• Activate Bot Filter
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Do you know the difference between Social Media
Analytics and Web Analytics?

Social Media Analytics vs Google Analytics Social Reports
Use Google Analytics to see which social media campaigns and sites
are generating the most traffic back to your site or app.
Use specific social platform analytics to
measure engagement of specific types of
posts, the best time of day to post, and what
content in posts are working the best to tweak
your posts to increase reach, engagement,
and ultimately referrals back to your site.

Most social media platforms include an analytics dashboard:
• Facebook  Facebook Insights
• Twitter  Twitter Analytics
• Pinterest  Pinterest Analytics
• Instagram  INK361(independent company)
Platform Analytics Tools
Additionally, you can invest in tools that manage multiple
social media properties’ analytics such as:
• Simply Measured
• Hootsuite
• Followerwonk
• SumAll
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Most media use URL tags to link media
performance to analytic solutions:
• Paid search (adwords)
• Email links
• Social media links (Facebook, Twitter,
Google Plus)
URL tags
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Break- Checkpoint #1

Agenda
Introduction
Web Analytics
Tips
Success Stories
Demonstration

Have you noticed ads on Social Media?

Drive Conversions with Social Ads
Better Conversion
Better conversion rates observed in the
US and Europe on ads with social context
vs standard ad units
>8x
High Impact Real Estate
Click-Through-Rate (CTR) with
Page posts in news feed
vs right-hand side
35-60%
Keep in mind that Click-Through-Rate (CTR), Cost-Per-Click (CPC), and other metrics are subject to change
based on the targeting, creative aspects, and budget of a campaign.

Why Advertise on Facebook
• The cheapest way to reach a lot of people
• Targeting that is accurate and efficient
• Ad units in some of the most engaging places on the web
Massive Audience
955M
monthly active users
Mobile Platform
543M
monthly active
mobile users
Reaching a unique
user on Facebook is
Cost-Effective Reach
40-60%cheaper than on other major ad
networks or publishers

News Feed Desktop, News Feed Mobile, or Right-Hand Side
• Page Post Photo Ad* - To drive awareness and engagement of your
message
• Page Post Video Ad* - To drive awareness and engagement of your
message
• Page Post Text Ad* - To drive awareness and engagement of your
message
• Page Post Link Ad* - To drive clicks to your website
• Offer Ad - To drive people to your store with an offer
• Event Ad - To drive responses to your event
• Page Like Ad - To get more likes for your page
Facebook Ad Types
Facebook Page PostAd (published
Right-Hand Side Only
Domain Ad - To drive clicks to your website
News Feed Mobile Only
Mobile App Ad - To drive people to your mobile app
News Feed Desktop or Right-Hand Side
App Ad - To drive people to your desktop app
* Page post ads can also be unpublished (doesn’t show on the Facebook Brand Page and will only show on a
Facebook users home page)
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Facebook Ad Placements
News Feed Desktop
Right-Hand Side
Newsfeed Mobile

Facebook Ad Engagement
Ads shown to people who are
connected to your business display
content in the following manner
Ads shown to people who aren’t
connected to your business, they’re
labeled “Suggested Post”
Ads shown to people who aren’t
connected to your business but
who have friends who are
connected will show social
information

Twitter Ads: Targeting Capabilities
29
Targeting capabilities via Twitter are very detailed, and allow
you to reach the most relevant audience to your brand.
Targeting Capabilities:
• Interests
• Geography
• Gender
• Tailored Audiences (website
visitors or specific Twitter IDs)
• TV targeting
• Device Targeting
• Keywords
• Users like your followers
• Language

Twitter Ads: Budget, Spend, & Tracking
Only pay for what works!
• Twitter allows you to set a daily spend
limit
• You only pay when users follow your
Promoted account, or when they
retweet, favorite, reply or click on a link
in your Promoted Tweet.
• Twitter also offers real time results
tracking through Promoted Account
and Promoted Tweets dashboard.
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Promoted Accounts
Twitter uses an algorithm to find accounts like the followers you already
have and helps them discover your business
• Promoted Account shows up on:
• “Who to Follow” list
• “Who to Follow” page
• People search results
• On profile pages as “Similar to you”
widget
• On the home timeline on desktop and
mobile
• Promoted accounts are clearly
marked as Promoted
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Promoted Tweets
Twitter uses an algorithm to get your most import tweets to the right people. Promoted Tweets
are similar to organic Tweets but gain a wider distribution.
Promoted Tweets appear on:
• Users timelines
• Twitter for mobile, desktop, laptops, tablets and TweetDeck
• Top of relevant search results pages
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Break- Checkpoint #2

Agenda
Introduction
Web Analytics
Tips
Success Stories
Demonstration

Stage 1: Building a Foundation
– Follow, engage, and share and promote your content, social presence, or brand
– Build your social media community on two-way communication: be responsive, engage in industry
conversation, and address negative feedback
– Social media listening - the process of monitoring digital media channels to devise a strategy that will better
influence consumers
Stage 2: Growing Your Social Media Community
– Engage in strategic conversations – list your social media profiles on your website and other physical
distribution materials, make social media an integral part of events you host, and ask offline community to
follow you
– Connect with your offline community
– Be generous – follow back, engage with follower content, shout-out to community members who contribute
positively to your online discussions, like community posts, show your appreciation
Stage 3: Leveraging Your Social Media Community to Achieve Your Business Goals
– Collect feedback
– Crowdsource content
– Amplify your news
How to Build a Social Media Community
Source: Hootsuite

1. Follow Back and Interact
• Show your community that you care about what they have to say
• Helps grow your overall following and creates goodwill
2. Keep the “Social” in Social Media
• Engage with your brand’s influencers and others who reach out to you
3. Determine Your Voice and Tone
• Make sure that your voice is representative of your brand
• Ensure that you tone and voice are appealing to your prospects
4. Keep It Short
• Shorter posts are often more engaging
5. Create Brand Awareness
• Create and share worthwhile content
• Content examples: Create grassroots campaigns, engage with industry influencers, share content from them, stay
active in conversations
10 Social Media Best Practices For Brand Engagement
Source: ExactTarget

6. Don’t Over Share
• Posting too often can turn your audience off
• Creating a content calendar can help with this
7. Don’t Always Feel Compelled to Jump In
• You don’t have to be a part of every conversation mentioning your company
• Having a social media playbook will help define when to jump in
8. Be as Transparent as Possible
• Give your customers behind-the-scenes access to your business
9. Be Proactive, Versus Reactive
• Monitor general industry feeds to pick up on posts that don’t mention your brand, but are still valuable to comment on
10. Respond to Negative and Positive Feedback
• Consider negative feedback constructive criticism
• Help complainers find a resolution and show that you care
10 Social Media Best Practices For Brand Engagement, Cont.
Source: ExactTarget

Google Analytics Tips for Beginners
• Keep it Simple
– Use Google Analytics features that highlight data trends that can influence your
marketing decisions
• Set Goals that complement business objectives
• Use Alerts for trend changes among key metrics - Don’t check constantly
• Connect Your Marketing Media through URL tags to have centralized reporting
• Plan to adjust your marketing tactics from your data every quarter
Source: e-consultancy, https://econsultancy.com/blog/66585-seven-google-analytics-tips-for-beginners/

Agenda
Introduction
Web Analytics
Tips
Success Stories
Demonstration

Social Media Best-In-Class Example: AT&T
Content can be
diverse with a focus
on brand building,
customer care, and
product/program
promotion

Social Media Best-In-Class Example: Amex & Walmart
Participating in
trending topics is an
effective way to
engage followers
and attract new
attention.

Google Analytics Success Stories
Source: Google
Cancer.org donations rise
5.4% with help from Google
Analytics
By tailoring the
features of
Google
Analytics,
LunaMetrics
helps PBS
increase both
conversions
and visits by
30%
Nissan Motor
Company gains
deep insights
into users’
product
preferences with
Google
Analytics e-
commerce
PUMA Kicks Up Order Rate
7% with Insights from Google
Analytics and Viget

Agenda
Introduction
Web Analytics
Tips
Success Stories
Demonstration

Demonstration
#1. You have a website that will rely on social media and paid search ads
How would you label the campaigns? ( URL Builder)
.

Appendix

Google Analytics Types of Reports

• Real-Time Reports highlight current activity on a
site or app.
• A slight lag of a few seconds exists.
• Real-Time reports can immediately confirm the
effects of setting and campaigns changes.
• This report displays:
• What pages users are viewing
• How users got to your site
• Where users are located
• If users are currently completing any events
• If users are currently completing any
transactions
• Real-time report displays limited metrics and
customization compared to other GA report.
•
Real-Time Reports

• Audience Reports reveals who your audience is (demographics,
interests, geography), how the audience consumes your content
(technology, browser, device), and their loyalty and engagement
(engagement, new/returning users).
• Audience report metrics includes:
• Sessions
• Users
• Pageviews
• Pages / Session
• Session Duration
• Bounce Rate
• % New Sessions
• City
• Language
• Browser/ Operating System/ Service Provider
• The Audience report also has a new feature: benchmarking reports. These reports compare your site
against other sites in your industry based on a variety of channels, giving you areas for optimization.
Audience Reports

• Identifies how people arrived to your site
• This report is structured in the Acquisition-Behavior-Conversion
(ABC) Cycle:
• Acquisition: How you acquire users
• Behavior: What they do on site
• Conversions: Their conversion patterns
• Metrics are matched to report channels
• Direct
• Organic
• Referral
• External campaigns (paid search, email, social)
• In order to see traffic from external campaigns, UTM tags must be
appended to each campaign destination URL with the following label
• Source
• Medium
• Campaign
• Content
Acquisition Reports

• Social reports indicate what social sites are leading people to your site or app, the users flow, and even
conversion value of the users who came from a social site.
Acquisition Reports: Social

• Outlines user interaction with content within an app or site.
• The behavior report captures metrics like:
• Pageviews / Unique Pageviews
• Avg. Time on Page
• Bounce Rate
• Exit Rate
• Pages Viewed / Page Title Viewed
• Landing Pages
• Site Speed
• On-Site Search
• Custom Events
• Behavior Flow
• Metrics are used for on-site/in-app optimizations or
improvements for content, navigation, structure, etc.
• All custom events set up in Tag Manager will funnel into the
Events subsection of the Behavior Report. Click Events >
Top Events > [Specific Event] to see event information.
Behavior Reports

• The Conversion Report collects any conversion on the site,
including:
• Goal Conversions (a custom goal you deem as a conversion,
including PDF downloads or email sign ups; generally used for
non-eCommerce sites)
• A Purchase (“transaction,” “eCommerce conversion”)
• In order to track transactional data, eCommerce tracking will need to
be set up
• The eCommerce Report gives you information on:
• Revenue
• Ecommerce Conversion Rate
• Transactions
• Average Order Value
• Products purchased
• Transaction source
• Conversion Paths
• Attribution Model Comparison
Conversion Reports

Facebook Retargeting

Facebook Retargeting
Facebook Exchange
• FBX allows advertisers to use their own data to reach their audience on Facebook.
• Through FBX, an advertiser can retarget users who previously browsed their site with a
more relevant and unique right hand side or news feed ad.
• FBX is not a replacement for Facebook marketplace advertising, and when used in
conjunction, can be a very effective marketing strategy.

How Does Facebook Retargeting Work?
Over the past 30-90
days you searched
for “Bluetooth headset”
on a search engine
Visited:
• bestbuy.com
• plantronics.com
• staples.com
Visit Facebook.com
• served an ad by an
electronics advertiser

Youtube TrueView

What Is YouTube TrueView?
YouTube Trueview allows you to show your video ad on YouTube.com and/or the Google Display
Network. It helps you engage with people in a unique way by showing them what you do, how you do it,
and why you love it.
If the viewer is interested in what you are showing them, they can continue watching the video and only
until they watch 30 seconds or more, or click on the video, you are charged.

What Does It Look Like?
Available Ad Formats:
1. In-Stream
• Appears before or during another video from a YouTube partner. Viewers see 5 seconds of
ad and can keep watching it or skip it
2. In-Display
• Appears alongside other YouTube videos, or on websites within the GDN

What Value Does It Bring?
1. Video ads move people to choose your business
2. You only pay when people watch
• You don’t waste money advertising to people who aren’t interested in your business
3. Reaches your ideal customer
• Zeros in on the right people based on who they are, where they’re located, and what they’re
interested in
4. Shows up across devices
• Customers are always on the go and YouTube works on all devices
5. Builds a following
• Ads can drive video shares, new channel subscriptions, and create opportunities to
communicate with your customers

Types Of Ads
Publish relevant content straight to the LinkedIn feed in order to raise awareness, build
relationships, educate potential customers and drive quality leads.
• Sponsored Updates
• Company Pages
• Showcase Pages: Extension of Company Pages, for the purpose of
spotlighting a brand, business unit or initiative.
Other LinkedIn Options
• Premium Display Advertising
• Email Marketing via Sponsored InMail
• PPC Advertising

Instagram and Pinterest

Instagram & Pinterest
Pinterest and Instagram have not opened promoted
sponsored pins and posts to the general public yet.
Only a small group of brands in the US has access
as of now. For Instagram, such brands include
Burberry, Lexus, Levi’s, PayPal, and Starwood.

Civic1647 Social Media Analytics

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