web and social analytics
DESCRIPTION
This is the presentation for the Web and Social Media Analytics seminar I gave for the Small Business Technology and Development Center at the University of Arkansas on September 26, 2013. It covers Google Analytics and social media analytics on Facebook, Twitter, and Pinterest.TRANSCRIPT
9/26/2013
2
Why Analytics
“What gets measured
gets managed.”
-Peter Drucker
3
Data Is Everywhere Computers make it easy
to store digital
interactions
Typically you have
access to this information
4
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
5
Downsides Data is largely fractured
Analysis Paralysis
6
What Can You Do With The
Measurements?
7
Change design
Finding effective
content
Change external marketing mix
8
Why Google Analytics (GA) Free
Easy to install
Lots of details
9
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
10
Downsides Doesn’t track everyone
Visitors cookies need to
be enabled
Requires Google account
Privacy
11
Vs. Other Packages Webalizer
Analog
Webtrends
Uses the raw server logs
Lots of noise
12
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.”
13
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
14
Pages/Visit and
Avg. Visit Duration Pages/Visit -number of
pages/divided by the
number of visits
Avg. Visit Duration
15
% 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
16
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
17
Location
and Language Location from your ISP
Language from your
web browser
18
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?
19
Mobile % of mobile, devices Do you need a better
mobile experience
20
Responsive Mobile
Traffic Sources - Search Organic
Paid
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Traffic Sources - Referral Include 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
22
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
23
Visitor Flow Source
Location
Technology (ex. desktop
vs. mobile)
Digital ads
Keywords
Drop off rates tell you
where you losing your visitors
24
Conversions What do you want the
visitor to do?
Fill out a contact form
Sign up for a mailing list
Click on a chat widget
25
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
26
Google Analytics
Social Reporting Tool How does social
media affect goals
Which networks drive
traffic
Where people are
discussing your
organization
27
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.
28
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Measure – Soft Metrics
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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
31
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
33
Insight Areas Pages
Posts
People
34
Page Analytics Number of Likes
Number of Unlikes
Source of Likes
35
Post Insights Number of People who
saw posts on your page.
Actions taken on posts
(like, share, comment)
36
People Insights Demographics
Location
37
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
38
∑ = Ue x We x De
= Affinity x
Weight x
Decay
39
Timeline Activity Mentions
Follows
Unfollows
40
Timeline Activity Favs
Retweets
Replies
41
Follower Information Number of followers
Interests
Location
Gender
Who your followers follow
42
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Pinterest Analytics Only on business
accounts
Similar metrics to other
social networks
44
Pinterest Metrics Pins
Pinners
Repins
Repinners
Impressions
Reach
45
Clicks
Visitors
Most Recent Pins
Most Repinned
Most Clicked
46
Hootsuite Reports from multiple
social media networks in
one place
Some report requires a
pro account
47
Commun.it
48
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
49
Click Tale How visitors are
interacting with your site
What they are pausing
their mouse over
50
Paid Tools Sprout Social
Radian 6
SocialBro
Twitalyzer
51
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Vs. Comparison Vs. Last Period
Vs. YAG
Vs. Industry
53
Competitors or industry Google analytics lets you
select your industry
Many social media
metrics are open for
public viewing
54
Twitter.com/ccondray
9/26/2012
Twitter.com/ccondray
479-966-9575
9/26/2013