web and social media analytics-october 2015
Post on 15-Apr-2017
443 Views
Preview:
TRANSCRIPT
Web and Social Media Analytics
10/20/2015
Who we are – Collin Condray18 years experience
in web developmentRetail data
analysis for multi-billion dollar companies (3M and Tyson)
Social media marketingAgency experience
with Collective Bias and Saatchi X
Who we are – Eric HuberOver 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
Zookeepers
Megan-Project Manager
Mark-Marketing/SalesKelly-Content Creator
4
Kate-DesignerMonica-DeveloperJosh-Designer
This presentation might already be obsolete!
Not everything in this presentation will apply to
you!
Blue Zoo Creative might not do some of this.
Please Ask Questions!
8
Why Analytics
9
Why Analytics“What gets measured gets managed.”
-Peter Drucker10
Data Is EverywhereComputers make it easy
to store digital interactions
Typically you have access to this information
11
Better ToolsServices are providing
more than just the raw data
Graphs, charts, and other insights are now built in
Raw data downloads are still available
12
DownsidesData is largely fractured
Analysis Paralysis
13
What Can You Do With The Measurements?
14
Change design
Finding effective content
Change external marketing mix
Google Analytics
15
Why Google Analytics (GA)Free*
Easy to install
Lots of details
16
How Does It WorkLittle piece of code on
all pages of your website
Can leave it off of pages you don’t want to track
17
DownsidesDoesn’t track everyone
Visitors cookies need to be enabled
Requires Google account
Privacy
18
Vs. Other PackagesWebalizer AnalogWebtrends
Uses the raw server logs
Lots of noise
19
Interaction With Google SearchDoes send info about
your site and your visitors back to Google
“If a service is free, you’re the product.”
20
Visits and PageviewsVisits-how many
individual people visit the site
Pageviews-total number of pages that visitors have viewed on the site
Sometimes called “hits” interchangeably
21
Pages/Visit andAvg. Visit Duration
Pages/Visit -number of pages/divided by the number of visits
Avg. Visit Duration
22
% New Visits andUnique Visitors
% New Visits -how many visitors to your site are first time visitors
Unique visits-number of unduplicated visitors during the current time period
23
Bounce RatePercentage 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
24
Location and Language
Location from your ISP
Whatismyip.com
Language from your web browser
25
Behavior: New vs. ReturningA 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?
26
Mobile % of mobile, devicesDo you need a better
mobile experience
27
Responsive Mobile
Traffic Sources - SearchOrganic
Paid
28
Traffic Sources - ReferralSocial sharing buttons
on your site Guest post on other
websites and include your link in the post
Web site fields on site profiles
Forum postsComments
29
Traffic Sources - DirectDirectly typing your
website into the browserClicking on a link in an
emailUsing a browser’s
bookmarkClicking a link
embedded in a document, PDF, excel, or other file
30
Visitor FlowSourceLocationTechnology (ex. desktop
vs. mobile)Digital adsKeywords
Drop off rates tell you where you losing your visitors
31
ConversionsWhat do you want the
visitor to do?
Buy a productFill out a contact formSign up for a mailing list
More powerful tools for tracking available
32
Goals - EcommerceAdd product to cartGo to cartReview cartInput payment informationConfirm payment
informationThank you for purchasing!Many eCommerce
packages build this in since GA is everywhere
33
Google Analytics Social Reporting Tool
How does social media affect goals
Which networks drive traffic
Where people are discussing your organization
34
Measure Site SearchSee how visitors are
using your search
35
Measure – Hard MetricsEasy to do with
eCommerce but harder to do with services.
Need to create custom web addresses to share to track in detail.
36
Google Search Console
37
Complements AnalyticsImpressions vs. Clicks
Top Queries/Top Pages
Search Appearance
Indexing Issues
38
Social Media Metrics
39
Measure – Soft Metrics
40
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
Measure
41
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)
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
All In One TrackingSprout Social
43
Facebook Page Insights
44
Insight AreasLikes
Reach
Visits
Posts
People
45
Likes AnalyticsNumber of Likes
Number of Unlikes
Source of LikesAdsPage SuggestionsYour PageMobilePage Suggestions
46
Reach InsightsNumber of People who
saw posts on your page.
Actions taken on posts (like, share, comment)
47
Visits InsightsPage and Tab visits
Tab importance
External Referrers
48
Posts InsightsTimes and dates of
visits
Most effective post types
Which posts are have highest reach and engagement
49
Video InsightsVideo views
Videos viewed more than 30 seconds
Top videos. Similar stats to top posts
50
People InsightsGenderDemographicsLocationLanguage
51
Facebook-EdgeRankAffinity – 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.com52
∑ = Ue x We x De
= Affinity x Weight xDecay
Twitter Analytics
53
Timeline ActivityMentions
Follows
Unfollows
54
Timeline ActivityImpressionsEngagementsClicks
55
Audience InsightsDemographics
Interests
Location
Gender
Who your followers follow
56
Audience InsightsDemographicsInterestsLifestylePurchasing BehaviorTV Viewing BehaviorMobile footprint
57
Tweriod
58
Pinterest Analytics
59
Pinterest AnalyticsOnly on business
accounts
Similar metrics to other social networks
60
Pinterest MetricsPins
Pinners
Repins
Repinners
Impressions
Reach61
Clicks
Visitors
Most Recent Pins
Most Repinned
Most Clicked
Audience InformationCountry
Language
Metro
Gender
62
Interests
63
Website InformationBoards
Brands
64
Free (or nearly free) Tools
65
HootsuiteReports from multiple
social media networks in one place
Some reports require a pro account
66
Link ShortenersExample: Bit.ly
Integrates with lots of services (ex. Twitter)
What percentage of your clicks contributed to the overall number of clicks on that link
67
Click TaleHow visitors are
interacting with your site
What they are pausing their mouse over
68
Paid ToolsSprout Social
Radian 6
SocialBro
Twitalyzer
69
What To Look For
70
Vs. ComparisonVs. Last Period
Vs. YAG
Vs. Industry
71
Competitors or industryGoogle analytics lets
you select your industry
Many social media metrics are open for public viewing
72
Case Study
Questions?
Thank you!collin@bluezoocreative.com
Twitter.com/ccondray9/26/2012
collin@bluezoocreative.comTwitter.com/ccondray
479-966-957510/19/2015
top related