Reputation and Analytics - WBDC Chicago webinar 2012 02

WBDC Webinar Series #4

Reputation Management
and
Analytics

Presented by
Avery Cohen
Metrist Partners

Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280

Is Your Web Site a Slacker?


Web Analytics

Analytics will enable you to
set online marketing goals,
so you can create
new initiatives and
measure results,
providing stakeholders
with actionable insights
into your customers' needs.


Social Media Analytics

Influence Metrics:
• Audience Size
• Conversation
• Amplification
• Applause
• Economic
Outcome
Social media metrics definitions from Avinash Kaushik


Poll #1

What social media do you use?
– Facebook
– Twitter
– LinkedIn
– Pintrest
– Google+
– Other niche social sites
– Other niche “groups” (email)


Reputation Management
• What are people saying
about you and your
business?
• Where are people
talking about you and
your business?
• What can you do about
it?


Poll #2

Have you reviewed products or
services online in the past 90 days?
– Yes, positive reviews only
– Yes, some positive, some negative
– Yes, negative reviews only
– No, I have not used review sites or
features in the past 90 days


Monitor Your Reputation

• Google Search
• Google Alerts
• Google Analytics
• Twitter
– Hootsuite or Tweetdeck
• Review Sites
– Yelp
• Community (niche) Sites


Monitor: Google Search


Monitor: Google Alerts


Monitor: Google Analytics

• Visit Sources
– Websites
– Search Keywords
• Visit Outcomes
– Bounce (view only one page)
– Engage with important content
– Make a purchase
– Sign up for email


Poll #3

Do you have Google Analytics on your
website?

– Yes, and I check it regularly
– Yes, but I don’t use it (much)
– Not yet


Online Marketing Strategy (Context)
Word of
Mouth
Your Web Site Search TV

i informati
on
Social Media
Radio

Print
Calls
to Your Email
Action Buy Newsletters
DM

Blogs & Outdoor
Other
Web Sites


How are People Finding Your Site?


Referring Sites


Search Keywords


Filtering Search Keywords


Landing Pages


Campaign Traffic


http://www.timelinetheatre.com/not_enough_air/index.htm?utm_source=Pre-opening&utm_medium=email&utm_campaign=Not%2BEnough%2BAir

Campaign Tagging link URLs
Google Analytics URL Builder
Campaign Name Utm_campaign Season Tickets
Medium Utm_medium Email
Source Utm_source Newsletter
Term Utm_term
Content Utm_content Footer


Navigation Summary for a page


Setting Goals
Goals Jan Feb Mar
Revenue
Profit
% from web

Number ofTransactions
Avg Transaction Value
% Transactions over $100

New Customers
Returning Customers

Email List Size
New Email Registrations


Poll #4

What are your website’s goals?
– Sell products or services online
– Generate new business leads
• email newsletter signups
• download information
– Have people call us
– Support trade show or other sales efforts
– Reduce customer service costs


Optimize Your Site
Focus on conversions
– Views more than one page
– Reaches specific “value-add”
content
– Opts in for email
– Fills out a “contact” form
– Makes a phone call
– Makes a purchase
Segment and test

Conversions are your guests’ goals


Your Online Reputation

Search Volume

Google Sites
Yahoo! Sites
Microsoft Sites
Ask Network
AOL LLC Network

Source: Comscore.com December, 2010 Search Engine Rankings

Your Online Reputation

Women’s Business Development Chicago

Google’s brand promise (as described by Avery Cohen):
We will deliver the best, most relevant content on the
web instantaneously and for free.


The first rule of Google…


Inbound Link Initiatives
• Press Releases
• Your Blog
– RSS Feed + Feedburner
• Social Media
– Bloggers are on Twitter
• Ask for Links
– What is on your site that would
benefit a site’s constituents?
• Duplicate Content Policy


Create Compelling Content

Establish an
emotional connection
• Images and Words
people will click on to
see more
• Stories people will want
to share with others


Your Online Identity


Thank you.
Avery Cohen
Metrist Partners
Chicago, Illinois USA
312-772-5945 | avery@metrist.com
@averycohen on Twitter


Reputation and Analytics - WBDC Chicago webinar 2012 02

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Reputation and Analytics - WBDC Chicago webinar 2012 02