The document discusses analyzing social media traffic and visitor behavior on the National Geographic website using their web analytics tool, Omniture SiteCatalyst. It describes how they categorized social media referrers into meaningful groups like social news sites, social networking, social media sharing, and social bookmarking. Analysis of the data showed that while social media drives a lot of traffic, visitors from these sites tend to be less engaged than average visitors and account for a small portion of total page views and conversions. However, content that gets shared on social media can have a multiplier effect by reaching new audiences.

3. What Is Social Media? Definitions (found on social media sites): Social media is content created by people using highly accessible and scalable publishing technologies. - from Wikipedia “ Social Media is a catch-all term to describe all forms of digitally enabled peer-to-peer environments.” - from Scribd “ A group of media producers that is primarily it's own audience.” - from Flickr “ I’m often asked what is web 2.0 and the explanation I find easiest to give is that web 2.0 refers to web based platforms that have been developed to make sharing information, communicating and working together easier.” - from Yahoo! Answers

5. Posted by Benedikt Koehler on Flickr

7. Unified Sources VISTA rule

10. What Does That Get Us? Percent of total visits by referrer category:

11. What Does That Get Us? Traffic trends by referrer category: May ’09 change from May ‘08 Social Media + 36% Pay-per-click Ads - 49% Display Advertising + 128%

12. What Does That Get Us? Pages per visit by referrer category:

15. Unified Sources and SAINT tips 8. Don't feel that you have to classify all sources into every category 9. Everything that can't categorize into a top referrer like organic search, social media, email, or advertising, place in a category called "Other." - Differentiates the values from "None" - Easily export a SAINT file without “Other” values by filtering Referrer Categories for *i* 10. Use FTP to easily update all report suites at once and keep track of processed files. 11. Subrelate the unified sources report and the “None” value of the Referrer Category report to keep track of new referrers that need to be classified. Use a bookmark to the report by email. 12. Consider using IF statements in Excel to automatically populate cells in a SAINT file for new referrers.

16. Can the social media category be broken down further? What should the categories be? Which sites belong where?

17. Overkill

18. Underkill (sorry guys)

19. Can the social media category be broken down further? Just Right

21. National Geographic’s categories of social media

22. What topics interest social media visitors?

23. What topics interest social media visitors?

24. What topics interest social media visitors?

25. What topics interest social media visitors?

26. What topics interest social media visitors?

27. What topics interest social media visitors?

28. What topics interest social media visitors?

29. What topics interest social media visitors?

30. What topics interest social media visitors?

31. What topics interest social media visitors?

32. What types of content interest social media visitors? Social Media visits Other visits

33. Omniture Survey can be used to learn even more Digg recently announced Digg Ads - ads described as sponsored content that will look and feel similar to regular Digg content, but are clearly marked as sponsored. What types of content promoted by National Geographic would you likely visit or dig up? Articles 28% NG Films 7% Photos 39% Channel shows 7% Videos 18% Age: Under 18 5% 18-24 40% 25-34 34% 35-44 13% 45-54 4% 55-64 3% 65+ 1% Gender: Female 12% Male 88%

35. Is NG reaching social media visitors internationally?

36. Is NG reaching social media visitors internationally? Social Media visits Other visits

37. The Big Question

38. Relative value of a Social Media visit

39. Relative value of a Social Media visit

40. Relative value of a Social Media visit

41. Wow, are Social Media visits really that worthless?