This document discusses how to measure the return on investment (ROI) of social media and online marketing efforts using Google Analytics. It provides an overview of key Google Analytics metrics such as audience demographics, traffic sources, content performance, goals and conversions. The document emphasizes setting up goals in Google Analytics to track important business objectives and calculates the monetary value of conversions. It also cautions about potential risks to traffic from Google's algorithm updates.

1. It’s all about ROI
Measuring your Social Media
and Online Efforts
Presentation Sponsored by

2. Table of Contents
 Focus – Organic / Social
 Who Are We Talking To
 SEOmoz 2012
 Do I GA Installed
 What Are Analytics
 Audience Overview
 New–vs-Returning
 Visitor Flow
 Traffic Source
 Traffic Source Social Visitor Flow
 Content
 Real Time-Beta
 Channels
 How The Game Is Played
 Valuation
 Sea Turtles
 Goal Conversion (How To)
 Discuss Goal Results
 Goal Funnel Visualization
 Inspiration-Advice-Caution

3. Today’s Focus will be on
Valuation of Organic Content &
Social Media Channel Influence

4. Who Are We Talking To Today?
Tourism Related Industries
• Lodging
•Attractions
• Restaurants
• CVB’s
(Today we are -NOT- focusing on Retail / E-commerce)

5. How Accurate is Google Analytics
So, is Google Analytics 100% accurate?
100% No it is not. Is it useful? … Absolutely.
Google Analytics as well as other web analytics programs rely on
Javascript tags to track visitors. Some people choose not to be
tracked roughly estimated around 10% of today’s internet/ web
users browse with Javascript disabled. Thus they are invisible to
any analytic program.
If your Google Analytic Reports estimate that visitors are 20%
greater than they were last month, it is safe to say that your
traffic has increased by approximately 20%. That is not an exact
measurement , however it is very reliable.

6. SEOmoz -2012 Report Google Analytics

7. Locating Google Code Onsite
Right Click on any web page, select “View Source”

8. Locating Google Code Onsite

9. Google Analytics Has
Undergone Massive Updates
Through the Looking-Glass & What Alice Found There

10. What Are Analytics?
• Analytics = The study of online behavior in order to improve it.
• Analytics are a NECESSARY part of your business plan.
• Analytics are Free: Just need a Google Account.
• Analytics are your Online P&L Statement.

11. Why Are Analytics Important?
Analytics are an extension of your
•Marketing Plan
• Marketing Budget
• Sales Report
• P&L Statement

12. GA Opens In Standard Reporting

13. Audience / Visitor Overview

14. Audience / Visitor Overview
Custom Dates

15. Audience / Visitor Overview

16. Audience / Visitor Overview

17. Audience / Visitor Overview

18. New -vs- Returning
• NEW VISITOR - Google Analytics records a visitor as new when
any page on your site has been accessed for the first time by a
web browser. This is accomplished by setting a first-party
cookie on that browser. NEW is GOOD!
• RETURNING VISITOR - Google Analytics records a visitor as
'returning' when the Google cookie for your domain exists on
the browser accessing your site.
• *Google DOES count you as a returning visitor to your own site.
• Returning Visitors are HOT Prospects… That’s GREAT!

19. New-vs- Returning by City

20. Audience / Visitor Flow

21. Something New
& Special
When It Comes To Management - A Picture Is Worth A 1,000 Words!

22. Traffic Source

23. Traffic Source

24. What is a Search Engine?
• SEARCH ENGINE - A Search Engine is a
program that searches documents for
specified keywords and returns a list of the
documents in which those keywords were
found, often ranked according to relevance.

25. Traffic Source – All Traffic

26. Traffic Source – Referral

27. Traffic Source – Social Visitor Flow

28. Content

29. Content Overview – Direct Traffic

30. Content - All Pages

31. What Is A Landing Page?
• LANDING PAGE- The first page that a user views
during a session. This is also known as the
'entrance page.' See the 'Top Landing Pages'
report to see where your visitors are entering.

32. Pay Attention to Bounce Rates
BOUNCE RATE - Bounce rate is the percentage of single-page
visits or visits in which the person left your site from
the entrance (landing) page.
• Bounce Rates will vary - Depending on how you plan to
use your website. For instance, I use “The Richest
Web.com” as a publishing platform. Therefore my
bounce rate is high because I publish one article at a
time, people read the article and leave the site. My main
concern is time on page or post. To lower my bounce rate
I should offer “Read More Articles Like This” buttons,
tabs or links.
• As a Rule of Thumb on a tourism site; I do not like to see
a bounce rate above 30%.

33. Content - In-Page Analytics

34. Google Home Tab - Real Time Beta

35. Real Time Beta - Overview

36. Real Time Beta – Traffic Source
What Was It We Said Earlier?
Through the Looking-Glass & What Alice Found There

38. Marketing Plan & Budget
BEFORE you can effectively define success or
measure and valuate any ROI, you must have two
elements clearly defined and in effect.
1. Marketing PLAN
2. Marketing BUDGET
• Seriously if you do not have those elements in
place you will not be able to determine ROI on
paid placement of listings when we are done.

39. WHAT is the GOAL of a WEBSITE
• What are the goals of your web site? What
is the purpose of your web site?
• Rent a Hotel Room?
• Sell Online Tickets?
• Distribute Coupons for In-house Use?
• E-Newsletter Signups?
• Brochure Requests?
• Our GOAL is to Convert a Visitor to a
Follower, a Lead, and Ultimately a Customer

40. Channels

41. Roles - Channels - Play
A channel can play three roles in a conversion path:
1. First Interaction is the first referral on the
conversion path; it’s a kind of assist
interaction.
2. Assist Interaction is any referral that is on
the conversion path, but is not the last
interaction.
3. Last Interaction is the referral that
immediately precedes the conversion.

42. How The Channel Game Is Played

43. Valuating Paid Ads - Bought Links
Have you paid for an ad to be placed on another
website, such as your city website, a portal site, a
business partner site?
• How do you judge Success or Failure of the ad placement?
• Money Goes out faster than it Comes in
• How do you determine ROI?

44. How to Figure Clicks – (CTR)
• CLICKS- The 'Clicks' metric is the number of clicks on your
search ads. This metric can be found on the Clicks tab of
reports in the Traffic Sources --> AdWords section.
• CLICK THROUGH RATE - (CTR) The number of times an ad is
clicked on, divided by the number of impressions it
receives. For example, if an ad is shown 20 times and
receives 3 clicks, the click through rate is 3/20, or 15%.
E-mail sent to 379 recipients 129 opens = 33% open rate
12 clicks to site from newsletter = 10% CTR

45. Keywords & Content
• KEY WORD - A significant word or phrase, relevant to the
web page or document in question. Keyword searching is
the most common form of text search on the internet.
• Web content is the textual, visual or aural content that is
encountered as part of the user experience on websites. It
may include, text, images, sounds, videos and animations.

46. Referrals & Links
• REFFERAL - In Google Analytics, a site that refers traffic to the site
you are tracking. A referral occurs when any hyperlink is clicked
that takes a user to a new page of file in any website - the
originating site is the referrer.
• REFERRER- The URL of an HTML page that refers visitors to a site.
http://www.cabinsusa.com/?referrer=Skyscraper2011.mypigeonforge.com
• REFERRING SOURCE – MyPigeonForge.com is the referring source
to Cabins USA by means of a Paid placement or link.

47. Valuating Referral Traffic
If You Can Not Count Conversions, Count Clicks & Assign A Valuation
First begin by getting to know GA paid listing Traffic and compare it against
referral traffic from partner sites.

48. Do Not Get Discouraged
That click is the first step in a long journey --- it is the first micro
conversion on its way to a sale but like all things in this world,
there is a cycle of life; not all will survive the journey
Average nest = 125 eggs. Of that, it is estimated that only
one (1) will survive to maturity. How do Turtles Survive?
Simple: Mom lays between 3 & 7 nests a year, 3x125 = 375 – 7x125 = 875

49. Goal Conversions
STRAIGHT FROM GOOGLE
• You must define goals in order to track goal conversions. Goal
conversions are the primary metric for measuring how well
your site fulfills business objectives.
• A goal conversion occurs once a visitor completes a desired
action on your site, such as a registration or download. You'll
be able to see the conversion rates and number of
completions for each goal you have set up.
• If you set a monetary value for each goal, you'll also see the
value of your conversions.

50. Setting Goal (Step # 1) Log-In

51. Are You An Administrator?
1
2
Step (1) Click on Admin - Step (2) Click Users
(If you are not an Administrator, you will not be able to set goals.)
Solution = Have (Current Admin) assign you Administrative rights.

52. Newsletter Goal Setting
Our website & Mailchimp are each
setup to track newsletter signups
and confirmed email addresses.
Now we must setup Google
analytics to record and report this
information.
1. Login your analytics account and select the
profile for the domain you wish to track.
2. Click on the Admin button on the right side of
the top navigation bar.

53. Under Goals (set 1) Click the + Goal link
1. Give Your goal a name like Mailchimp Unconfirmed Signups
2. Make sure the goal type is URL Destination
3. Under Goal Details, enter the unconfirmed signup url, ie.
http://smokiesphotoblog.com/mailchimp-please-confirm-your-
account/
4. Make sure match type is “Exact Match”
5. Then click save and your screen will look like this

54. Setting Goal (Step # 1) Log-In

55. Under Goals (set 1) Click the + Goal
1. Give Your goal a name like Mailchimp Confirmed
Signups
2. Make sure the goal type is URL Destination
3. Under Goal Details, enter the unconfirmed signup
url, ie. http://smokiesphotoblog.com/confirmed-newsletter-
signup/
4. Make sure match type is “Exact Match”
5. We have determined that each newsletter signup
is worth $1.50. Under Goal value, we enter an
amount that each newsletter signup is worth to
us.
6. Click Save

57. Are You An Administrator?
1
2
Step (1) Click on Admin - Step (2) Click Users
(If you are not an Administrator you will not be able to set goals.)
Solution = Have (Current Admin) assign you Administrative rights.

58. Goal Setting With Valuation

59. Steps To Goal Setting W/ Value

60. Check Your Work!

61. View Conversion Goal Results

62. Tracking Starts When?
Gap Before Goal Set

63. Funnel Visualization

65. INSPIRATION
ADVICE
&
Caution.

66. INSPIRATION
Have You Ever Said?
“I know I could grow my business if I
could just get ________ as a customer.”
“Narrowcasting – learning as
much as possible about your
target audience, however small
that audience may be, and
communicating with them
frequently ,richly and
relevantly.”

67. Narrowcasting -vs- Broadcasting
Marketer & Author Kelly McDonald has a
vision for the future. In an age when TV-Radio
& Newspaper “Broadcasting”
influence are shrinking, Kelly turns the
tables on how you view business.
Narrowcasting – is the perfect principle
to apply in web/social marketing efforts.
Narrowcasting allows, encourages
businesses to be creative, make unique
offerings to niche markets.
Google Analytics Goal Setting & Conversions
are the ideal way to track these efforts.

68. ADVICE

69. How Did All of These Attractions
Get FREE Advertising Online?
• Adventure Golf
• Adventure Park at Five
Oaks
• Believe it or Not
• Cirque de Chine
• Comedy Barn
• Dixie Stampede
• Dollywood
• Dollywood's Splash
Country
• Elvis Museum
• Fantasy Golf
• Flyaway
• Foxfire Mountain
Adventures
• Hatfield & McCoy Dinner
Theater
• Hilbilly Golf
• Hollywood Star Cars
• Hypnotized Comedy Show
• Lumberjack Feud
• Mysterious Mansion
• NASCAR Speedpark
• Ober Gatlinburg
• Ole Smoky Moonshine
Distillery
• Parrot Mountain
• Rainforest Adventures
• Ripley's Aquarium
• Ripley's Haunted
Adventure
• Ripley's Moving Theater
• Ripley's Old MacDonald's
Farm Mini Golf
• Salt & Pepper Shaker
Museum
• Scenic Helicopter Tours
• Shadrack's Christmas lights
• Sky Lift
• Smokies Baseball
• Smoky Mountain Deer
Farm
• Smoky Mountain Opry
• Space Needle
• Sweet Fanny Adams
Theater
• The Track
• Titanic Museum
• Tomb
• Wahoo Adrenaline Park
• Wahoo Ziplines
• Wonders of Magic
• WonderWorks
• Zorb Smoky Mountains

70. And These Lodging Choices Get FREE
Advertising On-line?
• Bearskin Lodge
• Berry Springs Lodge
• Buckhorn Inn
• Gatlinburg Inn
• Hilton Garden Inn
• Hippensteal's Mountain Inn
• Inn at Christmas Place
• LeConte Lodge
• Park Vista Resort
• RiverStone Resort
• Wilderness at the Smokies Waterpark Resort

71. And All of These Restaurants Get
FREE Advertising Online?
• Alamo Steakhouse
• La Carreta
• Applewood Farmhouse
• Lumberjack Feud
• Bennett's Pit Bar-B-Que
• Mama's Farmhouse
• Best Italian Cafe
• Old Mill Restaurant
• Blue Moose
• Pancake Pantry
• Buckhorn Inn
• Partridge & Pear Restaurant
• Cheesecake Cafe
• Peddler Steakhouse
• Clint's BBQ
• Pottery House Cafe
• Coffee & Company
• Smoky Mountain Trout House
• Dixie Stampede
• Taste of India
• English Mountain Trout Farm
• The Diner
• Fox & Parrot
• Tony Gore's BBQ
• Frank Allen's Market & Grill
• Wild Plum Tearoom
• Glades Soda Fountain
• Breenbrier Restaurant
• Hatfield & McCoy Dinner Theater

72. Innovative Travel Writers

73. Smoky Mountain Travel Guide
( I-Phone App.)
By Katy Koontz
But I am not from
The Smoky Mountains
How will this help me???
Always find out who the other guy is.

74. Caution
Beware of
Pandas & Penguins

75. Beware Of The Penguins!!!
This is what Google’s Penguin
Algorithm can do to your traffic if
your content is “Sketchy”- stuffed full
of Keywords & Black Hat SEO tricks.

76. Panda Eats Bamboo & Spammy Links
Like your mom always said, “CHOOSE your
friends carefully!” This is a real persons
business who got HAMMERED because of
friends with Poor Reputations.

77. Thank You for Your Time
rich@therichestweb.com
(865) 242-1700
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