Beyond Web Analytics

Using Metrics to Investigate, Evaluate and Decide

2010 Nonprofit Technology and Communications Conference

Remix*Refresh*Reload: Balancing New Media and Traditional Strategy

March 24, 2010

Who We Are: About Tunheim Partners

Well-regarded thinking and crisp execution –

these are the building blocks of Tunheim Partners.

Our clients turn to us to help them capitalize

on important communications opportunities.

We respond with insightful counsel and service

to help them achieve their objectives.

Presenters

David Erickson, director e-Strategy, Tunheim Partners

Gen X

Uncle to Millennials

14 years Internet marketing experience

Twitter: @derickson

e-Strategy Internet Marketing Blog – e-StrategyBlog.com

Kristin Gast, account representative, Tunheim Partners

Millennial

e-Strategy team member

Experience in online marketing and communications

Twitter: @kristingast

Musings of a Twenty-Something – KristinGast.com

Measurement Goals Set a goal – In order to properly use analytic tools you need to first set a goal of what you want people to do on your site. Do you want them to fill out a form, make a purchase, etc. You will then base your strategies around this goal. Who is it you want to reach?

Demographic

Geographic

Roles

Donor

Volunteer

Media

Legislature

Why do you want to reach them?

Create awareness

Get donations

Volunteers

After you determined your goals you’ll be able to identify the proper channels

Web Analytics

Google Analytics – google.com/analytics Webtrends – webtrends.com Clicky – getclicky Your Web site: Online hub

Word of Mouth

Broadcast media

Print

Email

Search

Social Media Google Webmaster Central - google.com/webmasters/ Google URL Builder

Appears in Traffic Sources > Campaigns

Web Analytics

Clicktale – Web analytics service that give you videos, charts and heatmaps showing how visitors are interacting with your Web site.

Features include:

Movies of your visitors' browsing sessions to analyze their behavior (i.e. mouse movements, mouse clicks, scrolling actions and interactions with online forms)

Heatmaps show where visitors click, where they look and how far down they scroll (i.e. where visitors stop and pay attention, what parts they skip, how far they scroll)

Link Analytics shows interactions, hover and hesitation time

Form Analytics reveals problem fields in online forms that cause visitors to leave

Pricing – there is a free option, but it is limiting, especially if you have an active site.

Web Analytics

Click to view videos showing the exact experience a user had on your site

Check out what country your visitors comes from

Amount of time people spent on your site

How are your visitors finding your site?

Web Analytics

Red = scrolled slowest, most engaged with site

Blue = scrolled quickest, least engaged with site

Clicktale’s Scrolling Heatmap

Business application

• Put the most important information where people are already focusing their attention.

Web Analytics

CrazyEgg – visuals and heatmaps of how your visitors are interacting with your page.

Hover to reveal link click rates


• Which of your links are visitors clicking on?

• What kind of information are they looking for when they visit your site?

Web Analytics

CrazyEgg Heatmap

Shows which parts of your page visitors are clicking on. Hot colors equal more clicks.

Business application• Put your organization’s most important information where people’s eyes are naturally drawn.

Web Analytics

CrazyEgg Confetti

Another way to see where your visitors are clicking. Each dot represents a click.

Can sort by:

• Referrer

• Search engine

• Search term

• Time of day

• Day of week

• Browser

Other Web analytic tools: Get Clicky, Statcounter

Search Analytics

Google Trends & Insight for search

• Shows increases in search traffic for specific terms

• Can sort by region or timeframe

• Can compare multiple terms by adding a comma in your search inquiry

Other search analytic tools: Keyword Discovery, Wordtracker


• Are you optimizing your page for the correct search terms at the correct time of year?

• Are you reaching out to your key audience when they are most likely to be searching for you?

Competitive Analytics

Google AdPlanner

Gives statistics on various Web sites including:

• Daily unique visitors

• Gender

• Age

• Education

• Household Income

• Other sites visited


• Are your visitors the demographic that you expect them to be?

• Are you reaching out to this demographic in your other marketing tactics?

• What other sites are your visitors going to?

• What demographic of people are visiting your competitors’ sites?


Quantcast


Compete Compare statistics on up to five different Web sites such as:

• Daily unique visitors

• Referral sources

• Search terms

Blog Analytics

FeedBurner • FeedBurner’s subscriber count is based on an approximation of how many times your RSS feed has been requested in a 24-hour period.

• Subscribers is inferred from an analysis of the many different feed readers and aggregators that retrieve this feed daily.

• Subscribers count is calculated by matching IP address and feed reader combinations, then using a detailed understanding of the multitude of readers, aggregators, and bots on the market to make additional inferences.

• It can reflect the number of subscribers on a given day or the average number of subscribers over the course of time.


• People generally subscribe to only their favorite blogs.

• Is the content on your blog appealing enough to people to make them want to get your posts directly to their reader?

Local Listing Analytics

Google Local Business Center

Business Application:

• Insert brand-specific messages • Add photos of products, business, customers, etc. • Impressions/Actions/Driving Directions

Blog Analytics

Backtype

Other blog analytics tools: Google Reader, Bloglines

• Enter search term

• Bring up comments people are making either on news articles, blogs or Twitter.


• Perfect for monitoring online chatter about a given topic

• Great tool to see what the masses are saying during a crisis

Social Analytics

Facebook – Interaction Graphs

• Interactions occur when someone writes on your wall, comments on your post or likes your content.

• Post quality measures how engaging your posts have been to Facebook users over a rolling seven-day period.


• Are your fans engaging with the content you are posting?

• How are they engaged (i.e., are they reacting to your content or adding their own wall posts?

Social Analytics

• Interaction graphs show how fans are interacting with your posts and consuming your material.

• Can sort by interactions (total, comments, wall posts, likes), interactions per post, post quality, discussion posts, reviews and mentions.

• Sort by timeframe to see how interactions change over time.

Social Analytics

Facebook – Gender and Age Charts

Active Fans = Fans who have written on your wall or engaged with your posts in the last week.


• Is this the gender breakdown you expected?

• Is this the gender breakdown you want?

Social Analytics

Facebook – Location Lists

Social Analytics

Facebook – Fan Graphs

• Shows trends in user acquisition and subscription

• Can sort by total fans/unsubscribed fans, new/removed fans, top countries, demographics, pageviews/unique pageviews, unsubscribes/resubscribes and media consumption

• Change timeframe to see how interactions change over time.

Social Analytics

Facebook – Post Insights

• Facebook offers insights for individual posts for high volume pages

• Impressions = raw number of times this story has been seen on your wall and in the news feed of your fans

• Feedback is the number of comments and likes per impression


• Is there a certain type of post that is getting the most reaction out of your fans?

Social Analytics

• Real-time results of what people are saying on Twitter about any topic

• Also shows trending topics

• Use advanced search option to limit results based on location, person, date, attitude and much more

Twitter Search


• Are you creating the kind of chatter you want?

• What are people saying about your organization and marketing tactics?

Social Analytics

Ad.ly

• Gives insight into when your content is likely to be re-tweeted and when your followers are most engaged with you• Tells you who your most influential followers are


• At what time of day should you be sending the majority of your tweets?• Are there specific, influential followers you should be paying attention to and making a point of interacting with?

Social Analytics

TweetReach

• Shows how many people have seen a phrase, hashtag or link on Twitter, based on tweets, mentions and re-tweets• Shows who is passing along your information.• Can also, search a Twitter user to see how influential they are.


• See how many people are seeing the information you’re tweeting about• Find out who the top Twitter users passing along your content are, these are your biggest advocates. • Are there people who are passing along similar content as yours who you have not engaged with yet?• Are your competitors links, hashtags and information traveling further than yours?

Social Analytics

Twitter Grader

• Calculates what kind of an impact a Twitter user has by assigning a grade• The grade is determined based on number of followers, power of followers, updates, update recency, follower/following ratio and engagement• It is then compared against all other Twitter users that also have a score.• So, a Twitter Grade of 80, means that 80% of other users got a lower score. • Lists “Twitter Elite” based on location


• Are you making an impact on Twitter?• Are you reaching out to the Twitter Elite in your area?

Social Analytics

YouTube

• Determine what kind of an impact your videos are making based on views, ratings and comments.• Shows if and where your video has been shared • Lists what demographic your video is most popular with


• Are people watching your videos?• Are your videos appealing to your target audience?• Where are people sharing the videos?

Social Analytics

YouTube

• Advanced YouTube analytics give information on demographics, location• Hot spots shows what part of the video people are paying the most attention

Social Analytics

Flickr

• With a basic account you can look at number of views, number of people who call the photo a favorite, amount of comments, sentiment of comments.• With a paid pro account you get more stats including graphs showing what your most viewed photo is, etc.

Business application• Are people seeing your photos?• Are they liking your photos?

Link Analytics

Yahoo Site Explorer

• Tells you who is linking to a Web page, article, press release, etc. • Take out links from your site


• Find audiences for a particular topic• What type of interest has there been for a press release or news story you have been mentioned in

Link Analytics

Bit.ly

• Shows how many people have clicked on your link.• Top number is number of people who have clicked on your link• Bottom number is all the clicks on the aggregate bit.ly link• Shows timeframe, location, where the link is being shared

Business application• Know how many people are looking at your content • Make a unique link for your Facebook post, Tweet and E-mail newsletter and see which tactic gets the most clicks

Other link analytics: Delicious

E-mail Analytics

Constant Contact

MailChimp

E-newsletter service that provides analytics on • Opens • Click through• Segmentation• A/B Testing

Thank you

For a copy of this presentation go to:

http://slideshare.net/tunheimpartners For more information contact:

David Erickson

952-851-7242

[email protected]/derickson

Kristin Gast

[email protected]/kristingast

Tunheim.com

e-Strategy.com