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

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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!

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Why Analytics

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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

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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

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DownsidesData is largely fractured

Analysis Paralysis

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What Can You Do With The Measurements?

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Change design

Finding effective content

Change external marketing mix

Google Analytics

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Why Google Analytics (GA)Free*

Easy to install

Lots of details

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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

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DownsidesDoesn’t track everyone

Visitors cookies need to be enabled

Requires Google account

Privacy

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Vs. Other PackagesWebalizer AnalogWebtrends

Uses the raw server logs

Lots of noise

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Interaction With Google SearchDoes send info about

your site and your visitors back to Google

“If a service is free, you’re the product.”

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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

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Pages/Visit andAvg. Visit Duration

Pages/Visit -number of pages/divided by the number of visits

Avg. Visit Duration

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% 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

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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

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Location and Language

Location from your ISP

Whatismyip.com

Language from your web browser

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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?

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Mobile % of mobile, devicesDo you need a better

mobile experience

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Responsive Mobile

Traffic Sources - SearchOrganic

Paid

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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

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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

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Visitor FlowSourceLocationTechnology (ex. desktop

vs. mobile)Digital adsKeywords

Drop off rates tell you where you losing your visitors

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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

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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

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Google Analytics Social Reporting Tool

How does social media affect goals

Which networks drive traffic

Where people are discussing your organization

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Measure Site SearchSee how visitors are

using your search

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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.

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Google Search Console

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Complements AnalyticsImpressions vs. Clicks

Top Queries/Top Pages

Search Appearance

Indexing Issues

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Social Media Metrics

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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

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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

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Facebook Page Insights

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Insight AreasLikes

Reach

Visits

Posts

People

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Likes AnalyticsNumber of Likes

Number of Unlikes

Source of LikesAdsPage SuggestionsYour PageMobilePage Suggestions

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Reach InsightsNumber of People who

saw posts on your page.

Actions taken on posts (like, share, comment)

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Visits InsightsPage and Tab visits

Tab importance

External Referrers

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Posts InsightsTimes and dates of

visits

Most effective post types

Which posts are have highest reach and engagement

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Video InsightsVideo views

Videos viewed more than 30 seconds

Top videos. Similar stats to top posts

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People InsightsGenderDemographicsLocationLanguage

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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

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Timeline ActivityMentions

Follows

Unfollows

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Timeline ActivityImpressionsEngagementsClicks

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Audience InsightsDemographics

Interests

Location

Gender

Who your followers follow

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Audience InsightsDemographicsInterestsLifestylePurchasing BehaviorTV Viewing BehaviorMobile footprint

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Tweriod

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Pinterest Analytics

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Pinterest AnalyticsOnly on business

accounts

Similar metrics to other social networks

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Pinterest MetricsPins

Pinners

Repins

Repinners

Impressions

Reach61

Clicks

Visitors

Most Recent Pins

Most Repinned

Most Clicked

Audience InformationCountry

Language

Metro

Gender

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Interests

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Website InformationBoards

Brands

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Free (or nearly free) Tools

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HootsuiteReports from multiple

social media networks in one place

Some reports require a pro account

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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

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Click TaleHow visitors are

interacting with your site

What they are pausing their mouse over

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Paid ToolsSprout Social

Radian 6

SocialBro

Twitalyzer

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What To Look For

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Vs. ComparisonVs. Last Period

Vs. YAG

Vs. Industry

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Competitors or industryGoogle analytics lets

you select your industry

Many social media metrics are open for public viewing

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Case Study

Questions?

Thank you!collin@bluezoocreative.com

Twitter.com/ccondray9/26/2012

collin@bluezoocreative.comTwitter.com/ccondray

479-966-957510/19/2015