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