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Web Analytics & Social Media: Best Practices
Vivek Arora & Gaby MokryJSOM Web Services
Vivek Arora
Senior LecturerDirector, Web and Social Media
4 years at Naveen Jindal School of Management, UT Dallas
8.5 years experience designing web/mobile applications
3 years experience implementing and managing social media
2 years experience with SEO and web analytics
Launched web design course for undergrads at JSOM and currently in second semester teaching
Gaby MokrySocial Media Specialist
3 years experience in social media content marketing
1.5 years at UT Dallas
1 year experience with paid social advertising campaigns
2 years experience blogging with over 8 clients/companies
1 year experience with SEO
Pursuing MS in Marketing at JSOM
TriviaWhat was Google called before it
was called Google?
Web AnalyticsWeb Analytics is the collection, measurement, reporting and analysis of web data for the purpose of understanding web page usage.
Web Analytics History
1990 – THE BIRTH OF THE WORLD WIDE WEB
1993 – LOG FILES, CREATION OF WEBTRENDS
1996 – HIT COUNTERS
1997 – JAVASCRIPT TAGS
2005 – GOOGLE BUYS URCHIN & LAUNCHES GOOGLE ANALYTICS
2006 – IN-PAGE ANALYTICS
Why are Web Analytics important?
They are tangible evidence of visitors action on your site
They give you real insight of what visitors are doing on your website when they arrive
Measuring your website is the only way to optimize it
They give you proof of your website ROI
What is Google Analytics?
Free service provided by Google
Most widely used website statistics service
Provides information and reports about visitors and transactions on the website
At a glance dashboard view and detailed reports
Easy to implement, use and understand
Setup - http://analytics.google.com
Setup
Web Analytics Definitions
1. Users
2. Sessions
3. Pageviews
4. Unique Pageviews
5. Pages/Session
6. Avg. Session Duration
7. Bounce Rate
8. % New Sessions
9. Exit Rate
Bounce Rate vs Exit Rate
Monday: Page B > Page A > Page C
Tuesday: Page B > Exit
Wednesday: Page A > Page C > Page B
Thursday: Page C > Exit
Friday: Page B > Page C > Page A
Page B
● Bounce Rate - 33% ( 3 sessions started with Page B, with one leading to a bounce)● Exit Rate - 50% (4 out of 5 sessions have Page B with 2 Exits)
Reasons for High Bounce Rate
● Single page site
● Incorrect implementation
● Site design
○ User Interface/User Experience is bad○ The page is not optimized to be correlated to the keywords that
brings users to the site○ Ads are not relevant to page content○ Not Mobile Friendly
● User behavior
TriviaHow many pageviews we get on
the jindal site in a quarter?
Reports
Dashboard
Real Time
Mobile
Technology
Content
Speed
Tricks
Email Opens
Email/Social Campaigns
Click Events on website
Email Opens
Add the following code to the bottom of the HTML Email code:
<img src="https://www.google-analytics.com/collect?v=1&tid=UA-28425689-1&cid=28263619773936750472&t=event&ec=webEmailSocial2016&ea=open&el=recipient_id&cs=newsletter&cm=email&cn=WebEmailSocial2016" />
Email Opens
Email/Social Campaigns
Email/Social Campaigns
Add the code at the end of the url and change the utm_campaign every month.
https://jindal.utdallas.edu/blog/institute-innovation-entrepreneurship-summer-program?utm_source=blogEmail&utm_medium=email&utm_campaign=blogEmailSeptember
Click Events on Website
Click Events on Website
<a title="PhD Programs Overview" href="/som/phd-programs/" onclick="ga('send', 'event', 'PhDLeftNavLink', 'Click', 'PhD Programs Overview');">
<b>PhD Programs Overview</b>
</a>
Added onclick="ga('send', 'event', 'PhDLeftNavLink', 'Click', 'PhD Programs Overview')”
Social MediaBest Practices
TriviaWhat year did Jindal School’s social
media launch?
JSOM Social Media Growth● Started from the bottom
● Only 3 years old
● Launched Facebook, Twitter and Instagram then
branched out
● Purpose of Platforms?
○ Use as a medium to connect with current
students and share news, events and
accomplishments.
○ Engage students via contests and trivia.
Best Practice: Knowing Your Audience
&
Reflecting on posts
vs
Best Practice: Content is King
Best Practice: Be Trendy
Best Practice: Timing is everything
When our Facebook Fans are online:
Post when your audience will see!
When our Instagram Fans are online:
Ex: knowing your audience/trending
Ex: knowing your audience/timing
Ex: knowing your audience/timing
Best Practice: Cross-promoting
Online Tools & Resources
Time Management- Hootsuite.com
Video- Animoto.com
Campaign Management- Woobox.com
Instagram Stats- iconosquare.com
Graphic Design- canva.com
Hootsuite
Iconosquare
Canva
Q & A
