Social Media Analytics: A Value-focused Approach
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Social Media Analytics: A Value-focused Approach
- 1. Social Media Analytics A Value-focused Approach Converge Consulting
- 2. 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)
- 3. Terminology
- 4. Bounces The number of single-page visits to your site over the selected dimension.
- 5. Bounce Rate The percentage of single-page visits (i.e. visits in which the person left your site from the entrance page).
- 6. Pageviews The total number of pageviews for your site when applied over the selected dimension.
- 7. 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.
- 8. 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.
- 9. Time on Site The time a visitor spends on your site.
- 10. Goal Conversions The number of goals completed by visitors.
- 11. What NOT to Measure
- 12. • Hits • Data in aggregate • Anything not tied to an outcome What NOT to Measure
- 13. Finding Value Through Measurement
- 14. Why does your website exist?
- 15. What you can track, you can measure. What you can measure, you can improve upon.
- 17. What are you trying to achieve? Define it.
- 18. Events Campaigns Micro-level Micro-level Goals Departmental goals Macro-level Micro-level Macro-level Institutional goals
- 19. Events Open Search Campaigns House Mailing Goals Increase Departmental goals Applications Increase Number of Students Institutional goals
- 20. Events Black Tie Presidential Campaigns Event Mailing Campaign Goals Increase Annual Departmental goals Fund Contributions Increase Donations Institutional goals
- 21. Email Postcard Facebook Website Letter Alumni Magazine Twitter Your Marketing Hub
- 22. Determine • Landing page • Desired action • How success will be measured – Confirmation page – Form submission – Download PDF
- 23. Engaged with the Site Went to a landing page Read a Facebook Post
- 24. Set Up Google Analytics Goals
- 25. Campaign Tracking Set up links with tracking variables http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
- 26. 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?
- 27. 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?
- 28. 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?
- 29. Compare/Analyze • Campaigns • Sources • Mediums
- 31. Goal URLs
- 33. Pages
- 34. Pages Comparison
- 35. Compare Landing Page Visits to Bounce Rate
- 36. Time On Page
- 37. Pages
- 41. Virtual Pageviews <a href="onClick='_gaq.push(['_trackPagevi ew','/download/application']);'">downl oad admissions application< /a>
- 42. Segments
- 44. Segments
- 45. Segments
- 46. Segments
- 49. Mobile
- 50. Mobile
- 62. Make changes Reallocate funds to what is working Eliminate what is not
- 63. Additional Suggestions • Clear Calls to Action • Internal linking
- 66. Other Social Media Metrics • Retweets • Follows • Fans
- 67. Social Mention
- 68. Google Trends/ Insights for Search
- 70. 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.
- 71. Questions?
- 72. 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/
Editor's Notes
- http://www.flickr.com/photos/tjt195/30916171/sizes/o/in/photostream/
- http://www.flickr.com/photos/haynephotography/3987572784/sizes/l/in/photostream/
- http://www.flickr.com/photos/jwyg/3745559121/sizes/l/in/photostream/
- All definitions from http://www.google.com/support/analytics/bin/answer.py?answer=99118http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/
- All definitions from http://www.google.com/support/analytics/bin/answer.py?answer=99118http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/
- All definitions from http://www.google.com/support/analytics/bin/answer.py?answer=99118http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/
- All definitions from http://www.google.com/support/analytics/bin/answer.py?answer=99118http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/
- All definitions from http://www.google.com/support/analytics/bin/answer.py?answer=99118http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/
- All definitions from http://www.google.com/support/analytics/bin/answer.py?answer=99118http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/
- All definitions from http://www.google.com/support/analytics/bin/answer.py?answer=99118http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/
- http://www.flickr.com/photos/puzzlemepuzzle/4762502372/sizes/l/in/photostream/
- http://www.flickr.com/photos/puzzlemepuzzle/4762502372/sizes/l/in/photostream/
- http://www.flickr.com/photos/spacesuitcatalyst/536389937/sizes/l/in/photostream/
- http://www.flickr.com/photos/pietroizzo/77536907/sizes/o/in/photostream/Purpose
- It is very easy to measure website usage via GAwe are trying to figure out what is going on inside someone’s head when they visit a siteWhere are they going?What are they looking at?How much time are they spending on a page? – this could indicate how effective your content it.When you have your tracking in place, are beginning to measure what is going on, then you can start to improve not only the website, but also entire marketing campaigns
- You can’t measure for the sake of measuring, it is extremely important to incorporate measurement into your larger strategyMap it outWhat are you ultimately trying to accomplish?What are the different pieces of the campaign? What channels or mediums are you going to use?Which sources? Facebook vs. Twitter. Radio spots on the rock station vs. the country station. How do all of these channels and sources work together in a strategic way?
- One of the absolute most important things that you need to do is to define what success will look like before you launch your campaignWhat will success look like?What is your ultimate goal?Success must be properly defined before the campaign, otherwise you will waste your money You strategy MUST have an eye for outcomesLet’s examine this a bit closer.
- Successful campaigns require a lot of balance and an understanding of how each piece works together.We start with the macro-level goals- the large goals of an institutions. For schools this is typically increase the number of students enrolled, increase student retention, and raise more donated dollars.These goals are then supported by departmental goals, which are in turn supported by micro-level goals typically in the form of a measurable action. Let’s see how this works.
- Remember: What you can track, you can measure. What you can measure, you can improve upon. With this in mind, consider your website as your marketing hubYou have GA tracking set up on your website, so if you drive traffic to your website, you will have a way to examine the effectiveness of every channel. There are several very important components of this that we will examine: Google Analytics Goals and Campaign Tracking (sometimes called link tagging)Every time you send an outward-facing message, direct it to your website. Sending an email? Direct the recipients to your website.Sending a letter? Direct the recipients to your website.Posting on Facebook? Send people back to your website.Publishing the next issue of your alumni magazine? You guessed it, send them to your website.You have already strategically defined success, so be sure that the landing page you send people to has a call to action that supports that goal.This is usually a form of some kind – request more information, sign up for an event, or donate to the college
- The following must be determine on a case-by-case basis. This should be relatively simple as long as your strategy is outlined and your goals are defined.Thinking back to the last slide and the example of the alumni magazine. You have an ad for homecoming as an example. What landing page will you send users to that will support your goal for the homecoming ad?What is the specific action that users need to take to support your goal?How you will measure the success?A confirmation page? The moment a form is submitted? When someone downloads a document? Maybe a PDF form or PDF informational brochure?
- by Joost J. Bakker Ijmuiden (http://www.flickr.com/photos/joost-ijmuiden/5619821352/sizes/o/in/photostream/)
- Set up goalsBe sure to include a Goal Value, even if it is only a relative value ranked by importance – Going to an event may be worth $50 on average, while getting someone to pay their alumni dues may be worth $150 on avergae, etc.This example goal uses a form thank you page as the definition of a success. When a user fills out this donation form, they will be taken to the donation form thank you page. Every time someone accesses that page it will be considered a success—this is because the form is really the only way to access the page. The page is specific to the form. Since we set $100 as our goal value in this example, every time someone accesses the thank you page, it is considered a goal conversion worth $100. We can then look at the Per Visit Goal Value to determine the effectiveness of individual sources, mediums, and campaigns in monetary terms.
- Campaign tracking, sometimes called link tagging, is one of the most powerful features of Google Analytics. With campaign tracking you can link every action on your website back to a specific source, medium, and campaign. This is ultimately the mechanism through which you can reduce your marketing uncertainty. If you send an email, you can track the relative effectiveness of that email. If you send a letter, you can track the relative effectiveness of that letter.Note on the lefthand side which report will tell us the effectiveness of each. It is the campaigns report under “Traffic Sources.” This is the report that you will want to become very familiar with. Also, note Goal Set 1 in the Explorer. Site Usage will give you basic trending information such as visits, bounce rate, etc., but Goal Set 1 can actually show you show each source, medium, and campaign relates to one of your specific goals.Let’s examine each component to get a better understanding of how this works.
- Remember to be consistent with your naming conventions
- Compare
- http://www.flickr.com/photos/lysy/213459669/sizes/l/in/photostream/
- http://www.flickr.com/photos/mvallius/3892112410/sizes/o/in/photostream/
- Let the data inform your marketing decisions. It is no longer good enough to go on gut feeling and stick with it just because it is a pet project.You can use campaign tracking, Goals, and your strategic analysis to show you what is working and what is not.Reallocate funds to what is workingEliminate what is not
- by Sean MacEntee (http://www.flickr.com/photos/smemon/5683575389/sizes/o/in/photostream/)
- http://www.flickr.com/photos/naama/23086990/sizes/z/in/photostream/Use sparingly
- http://www.flickr.com/photos/tjt195/30916171/sizes/o/in/photostream/