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Social Media Analytics
A Value-focused Approach
Converge Consulting
Agenda
• Basic Google Analytics terminology• What not to measure• Finding value through measurement• Using strategy to drive user experience• Some DePaul examples – DeBlogs, DePaul
Distinctions• The best use of time on social media (e.g. if
you have an hour a day how to use it)
Terminology
Bounces
The number of single-page visits to your site over the selected dimension.
Bounce Rate
The percentage of single-page visits (i.e. visits in which the person left your site from the entrance page).
Pageviews
The total number of pageviews for your site when applied over the selected dimension.
Visits
The number of times your visitors has been to your site (unique sessions initiated by all your visitors). If a user is inactive on your site for 30 minutes or more, any future activity will be attributed to a new session. Users that leave your site and return within 30 minutes will be counted as part of the original session.
Visitors
A user that visits your site. The initial session by a user during any given date range is considered to be an additional visit and an additional visitor. Any future sessions from the same user during the selected time period are counted as additional visits, but not as additional visitors.
Time on Site
The time a visitor spends on your site.
Goal Conversions
The number of goals completed by visitors.
What NOT to Measure
• Hits• Data in aggregate• Anything not tied to an outcome
What NOT to Measure
Finding Value Through Measurement
Why does your website exist?
What you can track, you can measure.
What you can measure, you can improve upon.
What are you trying to achieve?Define it.
Goals
Macro-level
Departmental goals
Institutional goals
Campaigns
Events
Micro-level Micro-level
Micro-levelMacro-level
Goals
Increase Number of Students
Departmental goals
Institutional goals
Campaigns
Events
Open House
Search Mailing
Increase Applications
Goals
Increase Donations
Departmental goals
Institutional goals
Campaigns
Events
Black Tie Event
Presidential Mailing
Campaign
Increase Annual Fund
Contributions
Website
Your Marketing Hub
FacebookPostcard
Letter
Alumni Magazine
Determine• Landing page• Desired action• How success will be measured
– Confirmation page– Form submission– Download PDF
Read a Facebook Post
Went to a landing page
Engaged with the Site
Requested Information
Registered
Apply
Set Up Google Analytics Goals
Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the source in which this link appears?
Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the medium/channel in which this link appears?
Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the name of the campaign?
Compare/Analyze
• Campaigns• Sources• Mediums
Determine What Works
Goal URLs
Pages At-a-glance
Pages
Pages Comparison
Compare Landing Page Visits to Bounce Rate
Time On Page
Pages
Compare by Location
Geo-targeted Campaigns
Social Engagement
Virtual Pageviews
<a href="onClick='_gaq.push(['_trackPageview','/download/application']);'">download admissions application< /a>
Segments
Advanced Segments
Segments
Segments
Segments
Social Media Sources
Social Media Sources
Mobile
Mobile
Multi-channel Funnels
Multi-channel Funnels
Dashboards (Distinctions)
Dashboards (Distinctions)
Dashboards (Distinctions)
Dashboards (Distinctions)
Dashboards (Distinctions)
Dashboards (Distinctions)
Dashboards (Distinctions)
Dashboards (Distinctions)
Dashboards (Distinctions)
Make changes
Reallocate funds to what is workingEliminate what is not
Additional Suggestions
• Clear Calls to Action• Internal linking
Facebook Insights
Facebook Insights
Other Social Media Metrics
• Retweets• Follows• Fans
Social Mention
Google Trends/Insights
for Search
Google Webmaster Tools
Best Use of Social Media Time
• Tie actions to outcomes.• Do what will result in better outcomes.• Use measurement to inform you what that will
be.
Questions?
Flickr Image References• 1,72: http://www.flickr.com/photos/tjt195/30916171/sizes/o/in/photostream/• 2: http://www.flickr.com/photos/haynephotography/3987572784/sizes/l/in/photostream/• 3: http://www.flickr.com/photos/jwyg/3745559121/sizes/l/in/photostream/• 4-10: http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/• 11,12: http://www.flickr.com/photos/puzzlemepuzzle/4762502372/sizes/l/in/photostream/• 13: http://www.flickr.com/photos/spacesuitcatalyst/536389937/sizes/l/in/photostream/• 14: http://www.flickr.com/photos/pietroizzo/77536907/sizes/o/in/photostream/• 23: http://www.flickr.com/photos/joost-ijmuiden/5619821352/sizes/o/in/photostream/• 41: http://www.flickr.com/photos/lysy/213459669/sizes/l/in/photostream/• 53: http://www.flickr.com/photos/mvallius/3892112410/sizes/o/in/photostream/• 63: http://www.flickr.com/photos/smemon/5683575389/sizes/o/in/photostream• 66: http://www.flickr.com/photos/naama/23086990/sizes/z/in/photostream/