Web analytics and social media metrics provide you with powerful ways to track how people interact with your content and what they’re saying about your foundation. They help you understand what works (and what doesn’t!) with your constituents and donors.

1. Getting Under the Hood
What Analytics and Metrics Can Show
You About Your Website and Social
Media Efforts

2. Thanks for showing up early!
And, for that, you get a special treat…
What percentage of websites*
are using Google Analytics?
(*top one million websites)
Use the chat to send me your answer…
The first 5 people to who get closest to the correct answer
will win a Google Analytics Book!

3. Embolden is a full-service digital
communications group providing clients
with a tailored approach to online
strategy, web development, web design
and content management.

4. Thank you CommA!

5. Webinar controls
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• Please say your name and where you are from when asking
a question or making a comment.
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6. Have a question?

7. Who’s there & here?
Ann-Marie Donna

8. How many?

9. Today
• What good is data without great strategy? 10 mins
• Google Analytics 20 mins
• Social Media metrics 15 mins
• Q&A 15 mins

10. So, what good is data, metrics and analytics…
Without great strategy?

11. Aligned with outcomes…
think, feel, do
Think: “This foundation is credible, trustworthy & smart”
Feel: “I’m relieved and excited to have a vehicle for my
giving”
Do: “I’ll setup a DA fund”

12. Traffic Engagement
&

13. Why use analytics & metrics?
• They provide a way to measure results of your
work/strategy over time.
• They help you make informed site & content
improvements (innovation, usability, content
and design).
• It’s a great way to see how you “measure
up” with other foundation sites and channels.

14. Why use analytics & metrics?
• They tell us how readers & users interact
with your website and other channels.
• They uncover which content is resonating
most…and least.
• They give us some insight into how your readers
think, feel and act.

15. Google Analytics

16. Why use Google Analytics?
It is one
of the best
methods for tracking and
analyzing your online
communications strategy over
time.

17. Google
Analytics is:
A FREE tool from
Google that lets you
track detailed
statistics about:
1. who is
visiting
your
website,
2. how they
found you
and
3. what they
are doing
when they
get there.

18. The new version

19. The New
Version
Discontinuing old
version January
2012
Recreate
dashboards
Everything’s
there! Some of it’s
moved
PDF exporter and
email scheduler
New and improved
items

20. Three key things to remember about Google Analytics data:
Who, how and what

21. Analytics
Reports:
An overview
• Audience
(used to be
Visitors):
Who and how many
are visiting?
• Traffic
sources:
How are they
finding you?
• Content:
What are they
viewing / doing?

22. Who, how and what

23. Menus expanded

24. Report layout

25. Report layout

26. Visitor Flow

27. Timeline

28. 1. Audience:
Who and how many are
visiting?

30. Timeline

31. Annotations

32. Mobile

33. Pageviews, visits and visitors
• Pageviews: Every time someone looks at a page on
your site, it counts as one pageview.
• Visits: Every time a user comes to your site, that counts
as one visit, regardless of the number of pages the user
viewed.
• Visitors: An individual who comes to your site is
considered a visitor.
• Unique Visitors: A way to see how many unique
users are visiting your site vs. returning visitors.

34. 2. Traffic sources:
How are they finding you?

35. Search, referral, direct traffic and
campaigns
• Search: Through a search engine.
• Referral: By a link on another site.
• Direct traffic: From URL typed into a browser, from a
link in an email, or from a bookmarked site.
• Campaigns: From an enewsletter campaign or
Facebook post.

37. Campaigns

39. Campaigns

40. 3. Content:
What are they viewing /
doing?

42. The Dashboard

43. The
Analytics
Dashboard
Quick view of your
key metrics and
reports.
Easily customized.

46. Advanced & Fun Features!
• Conversions/Goals • Keyword cloud!
• Onsite search • Visitor flow
• Custom reports • Social engagement
• Advanced segments • Real-time data
• Intelligence • Site speed
• Annotations • Easier site navigation
• New dashboard • Web master tools
• Event tracking

47. Goals

48. Onsite Search

49. Custom Reports

50. Advanced Segments

51. Intelligence

52. Keyword Cloud

53. Real-time data

54. Site Speed

55. Event tracking

56. Social media: Why use it?

57. • Sales, press, research, thought-leadership, customer
service, activism, live news and events: Twitter
• Influentials, early
adopters, entrepreneurs, journalists, activists, thought-
leaders, government officials, etc.
• Relationships, community, awareness:
Facebook, YouTube
• General appeal. 61% of Facebook users are 35 or older.
• YouTube appeals to all-ages, but skews younger than
Facebook.
• Many users still keep Facebook for personal connections
and use Twitter, LinkedIn, and others for professional
use.
• Business networking, knowledge
sharing, HR, resources: LinkedIn, Quora
• Business
professionals, entrepreneurs, executives, venture
capitalists.

58. Everything
is social
Even traditional
media and content
sites include
sharing options.
And soon many of
our online activities
will become even
more social than is
currently obvious…

59. Content that
engages will
be
displayed
Highlighted stories
will be at the top of
the wall (posts to
which users are more
aligned by
interests, connection
s, interactions).
The less users
interact with your
content the less likely
they are to see your
content at all.
Users have the ability
to unlike your
page, but now they
can also mark
content as not
valuable.

60. Social Media
Metrics

61. Measureme
nt tools
abound!
There are
hundreds of
free and paid
tools for
measuring
social media
engagement.

62. Free is
okay!
Begin by
using
inexpensive
or free tools
and looking
for patterns
over time.

63. Free is
okay!
Many social
networks
have their
own analytics
built in.
YouTube has
recently
added
analytics for
video
publishers.

64. HootSuite
HootSuite – a
very good, free
social media
publishing and
management
tool has built in
analytics.
For a small
monthly
subscription
fee, advanced
analytics and
custom reports
are available.

65. HootSuite
Track multiple
channels and
create custom
reports with
customizable
logo and
automated
reports delivery.
Image: via
HootSuite blog

66. Paid tools
are worth
consideratio
n
If you have a
large and
active social
media
presence and
free tools are
taking up too
much
time, consider
paid
dashboards
like
radian6, Sprout
, and Simply
Measured.

67. What are
you
measuring?
The metrics you
choose to
monitor—as
well as budget
considerations--
will inform the
paid tool(s) you
may select.

68. What are
you
measuring?
Some tools are
Facebook-
focused, others
include multiple
channels but
monitor
sentiment, still
others focus on
blog metrics.

69. Create a baseline
Do an audit
Be strategic

70. Benchmark Your Metrics
• Benchmark metrics on your website and in existing
social media accounts.
• Benchmark non-analytics metrics as well (FAQ, press
mentions, speaking requests, etc.).
• Check current stats against benchmarks

71. Monitor Analytics
• Use Bit.ly or a tool with integrated URL shortening
like HootSuite to track clicks of your shared content.
• Use Google Analytics, Facebook Insights, third party
stats, even Excel spreadsheets to track engagement
metrics.
• Track which kinds of content, posting
times, channels, etc. receive the most interaction.

72. Keep it
Simple
Paid tools can
provide quick
charts and
graphs and can
centralize your
metrics, but a
spreadsheet
can often
provide as
much benefit if
you track your
own metrics on
a regular
schedule.

73. Social Engagement
in Google Analytics

74. Social Engagement in
Google Analytics

75. Social Engagement in
Google Analytics

76. Facebook Insights

77. Facebook Insights

78. Facebook Insights

79. Facebook Insights

80. Facebook Insights - Terminology
• Total Likes: # of unique people who Like your page.
• Friends of Fans: is what it sounds like. The number of unique
people who are friends of your fans.
• People Talking About This: people who have interacted with
your content (likes, comments, shares, tagging your
page, mentions of your page, check-ins, etc.)
• Weekly Total Reach: # of unique people who have seen your
content including Ads.

81. Facebook Insights - Terminology
• Posts: The number of updates you've posted to your
page.
• Engaged users: # of people who have clicked your post.
• Virality: % of people who have taken an action on your
content out of the total number of people who have seen
it.

82. Facebook Insights

86. Facebook Insights
• Find the posts with the most engagement and look for
similarities.
• What characteristics make these posts successful?

87. LinkedIn Analytics

88. Linked In
For
companies
and
organizations.
This info is
available for
administrator
s of your org’s
profile.

89. Aggregators

90. Monitoring
Across
Chanels
While Swix is a paid
service monitoring
your analytics on
dozens of
channels, its free
MentionBox site
checks mentions
across media and
provides a easy
signup for email
alerts.
Social Mention—
also free--provides
similar functionality
with basic metrics.

91. Social
Mention
A way to gauge /
benchmark your
social reach /
engagement around
searched-for
keywords.
Find who is saying
what about these
you / your topics.
Follow / answer
them.
Observe sentiment
and trends. How
can that help you
adjust to meet
users where they
are and answer
their needs?

92. Other monitoring tools
• Google Alerts: a handy feature that allows you to get an email every
morning (or as often as you indicate) with any new reference to a
word, phrase or URL. We recommend setting up Google Alerts to get a
good idea of who is saying what about you (and competitors).
http://www.google.com/alerts
• Bit.ly: aURL shortening account with bit.ly: http://bit.ly/ for ease of click-thru
tracking
• Facebook Hyper Alerts: notification on page activity for your own page as
well as any other page you’d like to track (including peers)
http://www.hyperalerts.no/

93. Additional tools
• Board Reader: search discussion forums across the web with this tool.
• Technorati: blog directory and search. Includes a blog authority ranking.
• Topsy: realtime search of social networks. Incudes a good search for
experts in specific areas. http://topsy.com/experts
• NameCheck: It’s a good idea to keep your username/brand consistent
across networks. Search to see whether your username is available:
http://namechk.com/ and http://knowem.com/
• TweetStats: http://TweetStats.com
• Twitalyzer – success metrics for Twitter. Integrates with Google analytics:
http://www.twitalyzer.com
• TwitterCounter – analytics: http://twittercounter.com
• TwitterReach: search for terms to get a sense of the number of people
reached

94. Desktop and Mobile Software Clients
• HootSuite – one of the most popular and most powerful business-focused
tools allows updating to multiple social networks : http://hootsuite.com
• Seesmic – integration with multiple networks and numerous plugins
(including Salesforce)
• TweetDeck – the most popular desktop client (available for iPhone
too), manages multiple accounts: http://tweetdeck.com

95. Q&A

96. Thank you!
Contact Ann-Marie Harrington - 877.723.7720
amharrington@embolden.com