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Integrate & Track Social Media, PPC &

SEO Efforts1

@bizresearch

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Bizresearch & LT• Started corporate blog in early 2007

• drives majority of our corporate traffic

• learning to monetize & strategically market

• Started personal blog in late 2007

• Started FB in June 2008

• Twitter in September 2008

• Saw first measurable & sustained income as result of Twittering about Whale Wars in July 2009

@bizresearch

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Listen•What are others talking

about?

• Know the Influencers vs Noise in the Crowd (tools to know who’s an influencer vs who’s a dabbler in social media)

• Identify Brand & Product Compliments vs Acknowledge & React to Complaints

• Tools: Tweetdeck, Klout, Trackur & Other Monitoring Tools @bizresearch

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Klout(free)

@bizresearch

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Learn Who is Friends with Whom5 @bizresearch

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Great SMCI Tool@bizresearch

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Monitoring Tools• Social media monitoring tools

• buzz on company name, brands, related keywords

•monitor blogs, video, images, Tweets, FB posts, news, and other feeds

• Tools: Trackur (get from Bizresearch or directly)

• Radian6 (starts at $600/mo)

@bizresearch

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Do People Like Your Eggs

or Not8 @bizresearch

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Ego@bizresearch

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Interact• @Mentions

• Retweet what other influencers are saying

• Increase followers & fans, share/forwards

• Tools: Tweetdeck, Twitter (Easier to interact with others, manage multiple accounts)

• Tool: Klout (Monitor interactions amongst others, dynamics & trends)

@bizresearch

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@bizresearch

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Is Your Audience Engaged?

@bizresearch

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Hootsuite - Monitor & Collaborate @bizresearch

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TrackingWhat’s Fruitful for your Company

@bizresearch

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Why Should You Measure Leads &

Revenue?Because time is money

If you know what’s working, you can stop spending time & money on what’s not working

@bizresearch

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Integrated vs Social Media

Tracking Tools•Integrated

•Google Analytics

•Bizwatch Search Analytics Trend Analysis

•Omniture SiteCatalyst & SearchCenter

•Radian6

•PurePlay:

•Facebook Ad & LinkedIn Ad Tracking

•HubSpot’s TwitterGrader, Klout, Trackur16

@bizresearch

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GA Traffic Source KPIs

•Visits, Pages/Visit

•Time on Site

•% of New Visits, Bounce Rate

•Ecommerce Rev, Transactions, Avg Value, CVR

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@bizresearch

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GA: Traffic KPI Motion Chart

@bizresearch

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GA: Traffic KPI Motion

Bar Chart

@bizresearch

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GA Event Tracking

GA Content20

@bizresearch

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Facebook Ad Tracking @bizresearch

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Facebook Ad Tracking

Bid, Impressions, CTR, Clicks, Cost byDate, Ad

Facebook Ads @bizresearch

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LinkedIn Ad Tracking @bizresearch

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LinkedIn Ad Tracking

@bizresearch

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Adobe Omniture SiteCatalyst

@bizresearch

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@bizresearch

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@bizresearch

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You Need Someone To Watch Your Back, Strategize, Analyze

@bizresearch

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Summary of Tracking Tools

•Pure play social media monitoring tools

•strength - monitoring, listening, novelty

•weakness - often do not integrate with SEO, PPC, website/traffic analytics

•fail to track the lead, online order or sale, and measure associated revenue

•Integrated Search & Social Marketing Analytics Tools

•free to fee-based (GA to Adobe Omniture)29

@bizresearch

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SEO Integration

@bizresearch

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How Social Media Helps Your SEO

@bizresearch

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Must Frequently Update to Maintain

@bizresearch

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Know Your KWs

•Keywords that convert to leads, revenue & profitability

•Use Bizwatch Search Analytics to uncover and reveal this data

•Use Bizwatch to analyze 13+month trends on top-converting, high traffic, lower cost per conversion keywords

@bizresearch

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PPC Integration@bizresearch

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PPC Integrated with Social Media

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@bizresearch

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Consistent Messaging@bizresearch

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Common Mistakes•Improper Conversion Tagging

•Not Realizing & Properly Assessing Analytics Tracking Complexity

•Attribution Mismanagement

•Poor Keyword Choice

•Investing in tools, but not in:

•4 types of people: Strategist, Project Manager, Specialist & Analyst

•Lastly, letting social media suck the life/time out of your day without producing anything tangible 3

7

@bizresearch

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Social Media Analytics

http://www.meetup.com/Social-Media-Analytics/

Follow Bizresearch on Twitter@Bizresearch

@Bizresearchlmt (Laura Thieme)