Web Analytics: Effectively Tracking Your Social Media - Joe Laratro

Social Media Analytics© 2012 Tandem Interactive 1

Social Media Analytics

Presented by: Joe Laratro President, Tandem Interactive

@jlaratro

Social Media Analytics

• Latest Features of Google Analytics • Core Social Media Analytics Concepts • Next Generation Analytics – Attribution

Modeling • Social Specific Analytics • Analytics Homework • Top Secret Slide

Social Media Analytics © 2012 Tandem Interactive 2

@jlaratro

Social Media Analytics © 2012 Tandem Interactive 3

Quick Credentials

• 12 Years of Pure SEO / SEM • Yahoo Strategic Provider Program • MSN Search Council • MCT – Microsoft Certified Trainer • Author of the DMA’s Natural SEO Module • SEOClass Professor • WebmasterWorld’s Pubcon Advisory Board • University of San Francisco’s Online Marketing Master’s

Certificate Program • Former President of SFIMA

@jlaratro

Social Media Analytics © 2012 Tandem Interactive 4

@jlaratro

Social Media Analytics

• 2012 – The Year Social Became a True Analytics Traffic Channel

• Why? Social Media is an Environment Where Activity Occurs Both On and Off Your Website

• Social Media is an Upper Funnel Player in a Shopper’s Journey • When Did Search Engines Become Search Engines? • Social Engagement Reports - GONE

Social Media Analytics © 2012 Tandem Interactive 5

@jlaratro

Social Search - OLD

Social Media Analytics © 2012 Tandem Interactive 6

@jlaratro

Async Snippet - Reminder

Social Media Analytics © 2012 Tandem Interactive 7

@jlaratro

Social Media Setup

Social Media Analytics © 2012 Tandem Interactive 8

@jlaratro

Social Media Setup

• Tracking URLs • http://www.joe.com/?utm_source=Facebook&utm_medium=soci

al&utm_campaign=5-15-12-SFIMA • URL Shortners

• Bit.ly • Goo.gl

Social Media Analytics © 2012 Tandem Interactive 9

@jlaratro

Social Interaction Analytics

• https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSocial

• _gaq.push(['_trackSocial', network, socialAction, opt_target, opt_pagePath]);

• FB Like Code: FB.Event.subscribe('edge.create', function(targetUrl) {

_gaq.push(['_trackSocial', 'facebook', 'like', targetUrl]); });

Social Media Analytics © 2012 Tandem Interactive 10

@jlaratro

New Social Reports

Social Media Analytics © 2012 Tandem Interactive 11

@jlaratro

Social Overview

Social Media Analytics © 2012 Tandem Interactive 12

@jlaratro

Social Sources

Social Media Analytics © 2012 Tandem Interactive 13

@jlaratro

Social Shared Pages

Social Media Analytics © 2012 Tandem Interactive 14

@jlaratro

Social Conversions (Assisted and Last)

Social Media Analytics © 2012 Tandem Interactive 15

@jlaratro

Social Interactions

Social Media Analytics © 2012 Tandem Interactive 16

@jlaratro

Social Visitor Flow

Social Media Analytics © 2012 Tandem Interactive 17

@jlaratro

Social Stream Data – From Social Hubs

Social Media Analytics © 2012 Tandem Interactive 18

Social Data Hub

• AllVoices • Badoo • Blogger • Delicious • Digg • Diigo • Disqus • Echo • Gigya • Google+

Social Media Analytics © 2012 Tandem Interactive 19

• Google Groups

• Hatena • Livefyre • Meetup • Read It

Later • Reddit • Screen

Rant

• SodaHead • TypePad • Vkontakte • yaplog!

Some Social Unknowns (At the Moment)

• Which sites are considered “Social”? • Does URL coding medium as Social = Social? • Social Segmentation? • Authentication for Social Stream Data? • What Exactly does the coding for Social in Admin do?

Social Media Analytics © 2012 Tandem Interactive 20

Social Media Analytics © 2012 Tandem Interactive 21

@jlaratro

Core Social Media Analytics Concepts

• Bounce Rate • Engagement on the Website

– Like, Share, Tweet, Re-Tweet, Pin • Engagement off the Website

– Directly on Facebook, Blogger, Pinterest – Referral Traffic

• Conversion Funnels (Top of the funnel) • Attribution Modeling • Assisted Conversions

Social Media Analytics © 2012 Tandem Interactive 22

@jlaratro

Path to Purchase

Social Media Analytics © 2012 Tandem Interactive 23

Google Premium = Attribution Modeling

@jlaratro

Multi Channel Conversion Funnels

Social Media Analytics © 2012 Tandem Interactive 24

@jlaratro

Web Analytics Best Practices

• Security – BE VERY CAREFUL • Annotations – Record Major Events

Social Media Analytics © 2012 Tandem Interactive 25

• Weekly Reporting • Monthly Reporting

@jlaratro

Troubleshooting Assistance!

Social Media Analytics © 2012 Tandem Interactive 26

@jlaratro

Top Secret Slide! No Tweets! No Blogs!

• Google Analytics Segments -> Near Future Google Adwords Retargeting Method – Time On Site – Location – Browser – Device – Amount Of Visits – Social – Much, Much More Robust Targeting

Social Media Analytics © 2012 Tandem Interactive 27

@jlaratro

Other Social Media Analytics

Social Media Analytics © 2012 Tandem Interactive 28

@jlaratro

Facebook Insights - Admin

Social Media Analytics © 2012 Tandem Interactive 29

@jlaratro

Facebook Insights - Overview

Social Media Analytics © 2012 Tandem Interactive 30

@jlaratro

Facebook Insights - Likes

Social Media Analytics © 2012 Tandem Interactive 31

@jlaratro

YouTube Analytics

Social Media Analytics © 2012 Tandem Interactive 32

@jlaratro

YouTube Analytics - Demographics

Social Media Analytics © 2012 Tandem Interactive 33

@jlaratro

YouTube Analytics – Traffic Sources

Social Media Analytics © 2012 Tandem Interactive 34

@jlaratro

YouTube Analytics

Social Media Analytics © 2012 Tandem Interactive 35

@jlaratro

Klout

Social Media Analytics © 2012 Tandem Interactive 36

@jlaratro

Analytics Homework

• Make New Analytics Version Your Default • Verify the Latest Version of Google Analytics Code • Add Social Accounts to Admin Settings • Identify Your Core Metrics

– Like, Share, Tweet, Re-Tweet, Pin • Setup a Schedule to Review Social Analytics

– GA + Conversions – GA Interactions – Other Social Metrics (Facebook, Youtube, Klout)

• http://analytics.blogspot.com – Weekly!

Social Media Analytics © 2012 Tandem Interactive 37

@jlaratro

Social Media Analytics © 2012 Tandem Interactive 38

Thank You!

Tandem Team – We are the Mover of Websites! Chris Rodman – PPC Sara Ayala - PPC Mona Cohen - SEO Copywriter Erika Thomas - SEO Copywriter, Link Builder Linda Kempin – SEO Copywriter Martin Herrera – Link Builder Lauren Demarco – Customer Care, Link Builder Bill Gilliland – Local Search “The SEO Diet” PPT or White Papers Live weekly classes for University of San Francisco

@jlaratro