This document discusses web metrics for social media marketing. It provides an overview of key concepts like ROI vs ROO, web analytics vs social analytics, and typical metrics used to measure social media and website performance. These include metrics like site traffic, campaign measures, search effectiveness, and social engagement on platforms like Facebook, Twitter, blogs and more. The document also outlines exercises for students to identify goals and metrics for a sample business using tools like Google Analytics and HootSuite reports.

1. WEB METRICS FOR
SOCIAL MEDIA MARKETING
Julio Viskovich 2014

2. AAggeennddaa
• Assignment overview
• ROI vs ROO
• Web analytics vs social analytics
• Activity
Julio Viskovich 2014

3. HHoooottSSuuiittee AAssssiiggnnmmeenntt
Complete the HootSuite certification courseware at www.learn.hoosuite.com
Once you complete the certification you will be given a certification URL. Fill out
this form with your name and certification URL.
This is a simple pass/fail assignment and needs to be complete by Oct.1 2014.
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4. RROOII vvss RROOOO
video
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5. TWO INTERNET STRATEGY BASICS
1. GET TARGETS TO VISIT YOUR WEBSITE
2. GET VISITORS TO EXHIBIT DESIRED BEHAVIOR
(VISIT RETAIL STORE; PURCHASE ONLINE; ACCESS
CUSTOMER SERVICE/SUPPORT)
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6. BASIC INTERNET MMAARRKKEETTIINNGG MMEETTRRIICCSS
• Site Traffic
• Hits
• Impressions
• Campaign Measures
• Email Programs
• Products/Offers
• Search Effectiveness
• Site Audience
• Visitors
• Unique Visitors
• Devices
• Demographics
Julio Viskovich 2014

7. CCOONNVVEERRSSIIOONN  OONNLLIINNEE OORR OOFFFFLLIINNEE
www.omniture.com
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8. TTYYPPIICCAALL SSOOCCIIAALL MMEEDDIIAA AAPPPPLLIICCAATTIIOONN
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9. TYPICAL INTERNET MMEETTRRIICCSS RREEQQUUIIRREEMMEENNTTSS
“TRADITIONAL”
INTERNET METRICS
SOCIAL MEDIA
METRICS
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10. TTHHEE SSTTRRAATTEEGGIICC MMAARRKKEETTIINNGG RREEQQUUIIRREEMMEENNTTSS
SOCIAL MEDIA
METRICS
Television
Radio
Magazines
Newspapers
Marketing,
Advertising
Metrics
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11. GGOOOOGGLLEE AANNAALLYYTTIICCSS
http://www.google.com/analytics/
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12. GGOOOOGGLLEE AANNAALLYYTTIICCSS
What are GOALS?
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13. PPAALLMMSS RREESSOORRTT CCAASSEE SSTTUUDDYY
Social analytics meet web analytics
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14. EEXXEERRCCIISSEE
Groups of 3
Choose a small to medium business or company
Brainstorm what types of business goals they would like to achieve (ie. More
online sales, more in-store shoppers, new customers, etc)
What are some things they will want to know about their social media activities?
What are some things they will want to know about people on their website?
Take 15 minutes – and expect to present for 2-3 minutes
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15. LLIIVVEE DDEEMMOO
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16. SOCIAL MEDIA MMEETTRRIICCSS FFOORR BBLLOOGG CCAAMMPPAAIIGGNN
OBJECTIVE METRIC(S)
Increase Average Visits per Day Average Number of Visits per Day from
Google Analytics
Number of Emailed or Promoted Posts Provided by Share This Icon
Number of Incoming Links Hard to Count
Will Use GoRank.com as long as free tool is
sufficient
May need to measure different types of
links (other blogs, websites, etc.)
A different report for each
Julio Viskovich 2014

17. YOUR TURN TO BUILD
(BUILD A REPORT WITH HOOTSUITE)
ACTIVITY 2
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18. RREESSOOUURRCCEESS
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19. TTOOPP 1100 TTHHIINNGGSS TTOO MMEEAASSUURREE
• Social Media Leads
• Engagement Duration
• Bounce Rate
• Membership Growth/Active Network Size
• Activity Ratio (Total Members/Active Members)
• Conversions (Have to Carefully Define)
• Brand Mentions in Social Media
• Loyalty
• Virality
• Blog Interaction
http://www.socialtimes.com/
Julio Viskovich 2014

20. CHOOSE METRICS SOURCES BBAASSEEDD OONN OOBBJJEECCTTIIVVEESS
• Free Social Media Web Analytics eBook
• http://www.insidefacebook.com/
• http://www.allfacebook.com/
• http://tweetstats.com/
• http://www.blogpatrol.com/
Julio Viskovich 2014