web analytics: effectively tracking your social media - joe laratro
DESCRIPTION
Web Analytics: Effectively Tracking Your Social Media Presented by: Joe Laratro President, Tandem Interactive This session will focus on the latest version of Google Analytics and how to properly use Web Analytics for tracking your Social Media performance. Google Analytics, the industry standard, can be used as proxy for almost any Analytics solution. Google Analytics Latest Features for Social - Social Engagement (Google+, Facebook, Twitter) - The New Social Settings Under Admin - The New Traffic Sources -> Social Reports - Multi Channel Funnel Visualization Core Analytics Concepts - Campaign Tracking URLs - Internal Coding / Tracking - Analytics on Social Sites - Referral Reports - Campaign Reports After attending this lecture, you will be able to examine your own Web Analytics and have a better understanding of Social Media Engagement tracking, Social Media Influence, and Social Media ROI. You will be able to track Social more efficiently through URL tracking and the latest Google Analytics features.TRANSCRIPT
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
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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
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Social Search - OLD
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Async Snippet - Reminder
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Social Media Setup
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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
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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]); });
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New Social Reports
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Social Overview
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Social Sources
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Social Shared Pages
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Social Conversions (Assisted and Last)
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Social Interactions
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Social Visitor Flow
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Social Stream Data – From Social Hubs
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Social Data Hub
• AllVoices • Badoo • Blogger • Delicious • Digg • Diigo • Disqus • Echo • Gigya • Google+
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• 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?
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Social Media Analytics © 2012 Tandem Interactive 21
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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
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Path to Purchase
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Google Premium = Attribution Modeling
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Multi Channel Conversion Funnels
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Web Analytics Best Practices
• Security – BE VERY CAREFUL • Annotations – Record Major Events
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• Weekly Reporting • Monthly Reporting
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Troubleshooting Assistance!
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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
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Other Social Media Analytics
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Facebook Insights - Admin
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Facebook Insights - Overview
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Facebook Insights - Likes
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YouTube Analytics
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YouTube Analytics - Demographics
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YouTube Analytics – Traffic Sources
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YouTube Analytics
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Klout
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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!
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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
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