This hands-on seminar covered web and social analytics and insights and how they are invaluable to your overall marketing plan. media outlets such as Facebook, Pinterest, Twitter and Google+, as well as Google Analytics.

1. 2/19/2015

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. Please Ask Questions!
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5. 5

6. Why Analytics
“What gets measured
gets managed.”
-Peter Drucker
6

7. Data Is Everywhere
 Computers make it easy
to store digital
interactions
 Typically you have
access to this information
7

8. 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
8

9. Downsides
 Data is largely fractured
 Analysis Paralysis
9

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

11. 11

12. Why Google Analytics (GA)
 Free*
 Easy to install
 Lots of details
12

13. 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
13

14. Downsides
 Doesn’t track everyone
 Visitors cookies need to
be enabled
 Requires Google
account
 Privacy
14

15. Vs. Other Packages
 Webalizer
 Analog
 Webtrends
 Uses the raw server logs
 Lots of noise
15

16. 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.”
16

17. 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
17

18. Pages/Visit and
Avg. Visit Duration
 Pages/Visit -number of
pages/divided by the
number of visits
 Avg. Visit Duration
18

19. % 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
19

20. 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
20

21. Location
and Language
 Location from your ISP
 Whatismyip.com
 Language from your
web browser
21

22. 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?
22

23. Mobile % of mobile, devices
 Do you need a better
mobile experience
23
Responsive Mobile

24. Traffic Sources - Search
 Organic
 Paid
24

25. Traffic Sources - Referral
 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
25

26. 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
26

27. Visitor Flow
 Source
 Location
 Technology (ex. desktop
vs. mobile)
 Digital ads
 Keywords
 Drop off rates tell you
where you losing your
visitors
27

28. Conversions
 What do you want the
visitor to do?
 Buy a product
 Fill out a contact form
 Sign up for a mailing list
 More powerful tools for
tracking available
28

29. 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
29

30. Google Analytics
Social Reporting Tool
 How does social
media affect goals
 Which networks drive
traffic
 Where people are
discussing your
organization
30

31. Measure Site Search
 See how visitors are using
your search
31

32. 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.
32

33. 33

34. Complements Analytics
 Impressions vs. Clicks
 Top Queries/Top Pages
 Search Appearance
 Indexing Issues
34

35. 35

36. Measure – Soft Metrics
36
 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

37. Measure
37
 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)

38. 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

39. All In One Tracking
 Sprout Social
39

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
 Check-ins
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. Tweriod
52

53. 53

54. Pinterest Analytics
 Only on business
accounts
 Similar metrics to other
social networks
54

55. Pinterest Metrics
 Pins
 Pinners
 Repins
 Repinners
 Impressions
 Reach
55
 Clicks
 Visitors
 Most Recent Pins
 Most Repinned
 Most Clicked

56. 56

57. Hootsuite
 Reports from multiple
social media networks in
one place
 Some reports require a
pro account
57

58. 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
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59. Click Tale
 How visitors are
interacting with your site
 What they are pausing
their mouse over
59

60. Paid Tools
 Sprout Social
 Radian 6
 SocialBro
 Twitalyzer
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62. Vs. Comparison
 Vs. Last Period
 Vs. YAG
 Vs. Industry
62

63. Competitors or industry
 Google analytics lets you
select your industry
 Many social media
metrics are open for
public viewing
63

66. collin@bluezoocreative.com
Twitter.com/ccondray
9/26/2012
collin@bluezoocreative.com
Twitter.com/ccondray
479-966-9575
2/19/2015