![Sample alert recipes
Goal Conversions – Increase or Decrease
[x% or x] from previous day / week
Visits from [Medium, Source, Keyword,
etc.] – Increase or Decrease [x% or x]
from previous day / week](https://image.slidesharecdn.com/socialmediabreakfastinprogress-120628084435-phpapp01/75/Social-Media-Breakfast-Tech-Valley-48-2048.jpg)
Uploaded byRachael Gerson
Social Media Breakfast - Tech Valley
This document outlines 22 actions for analyzing and informing social media efforts using analytics tools like Google Analytics. It recommends establishing key performance indicators and goals, properly tagging all marketing links, setting up reports to email regularly and create dashboards, utilizing real-time reports to test campaigns, and using additional tools beyond Google Analytics to evaluate social media performance and ROI across networks. The document emphasizes setting up the proper tracking and reports to gain insights from analytics and continuously improve social media strategies.
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Social Media Breakfast - Tech Valley
- 1. 21 Actions toAnalyze or Inform Social Media @rachaelgerson
- 2. @rachaelgerson SEER Interactive The Search Church GA Top Contributor Tech geek Data junkie
- 3.
- 4. Resource with linkswill be on last slide
- 5. 21 actions toanalyze or inform your social media efforts
- 6.
- 7. Action 1 Establish on-siteKPIs (Key Performance Indicators)
- 8. Establish KPIs Get buy-in - Which actions indicate success?
- 9. Establish KPIs Don’t measure too many $$$? actions that don’t matter
- 10. Establish KPIs Make sure you’re measuring the actions that really matter
- 11. Establish KPIs Assign $ values to non-eCommerce conversions
- 12. Action 2 Set upgoals based on KPIs
- 13. Set up goalsbased on KPIs
- 14. Set up goalsbased on KPIs If you run an ecommerce site, sales goals can be easy
- 15. Set up goalsbased on KPIs GA ecommerce tracking
- 16. Action 3 GA Codeon Every page
- 17. GA Code onEvery Page Missing GA code = incomplete data
- 18. Use Analytics Helperto check for code http://bit.ly/analyticshelper
- 19.
- 20. Action 4 Tag yourmarketing efforts
- 21. Tag your links Campaign Medium Ex. Email, Paid Search http://www.yoursite.com/?utm_source=new&utm_medium=email&utm_campaign=q1 Campaign Name Campaign Source Name of promotion Ex. Search engine, Newsletter name or campaign
- 22.
- 23. Tag your links http://www.seerinteractive.com/?utm_source=newsletter &utm_medium=email&utm_campaign=june http://bit.ly/june-news
- 24. Tag your links t.co twitter.com api.twitter.com mobile.twitter.com hootsuite.com tweetchat.com tweetdeck.com tweetgrid.com twittergadget.com
- 25. Action 5 Set upsocial plugins
- 26. Set up socialplugins
- 27.
- 28. Action 6 Evaluate reports- Visits
- 29. Action 7 Evaluate reports- Conversions
- 30. Action 7 Evaluate reports- Conversions
- 31. Action 8 Evaluate reports– Bounce Rate
- 32. Action 9 Evaluate reports– Traffic Sources
- 33. Evaluate reports –Traffic Sources
- 34.
- 35. Compare Performance –Comparison
- 36. Compare Performance –Plot Rows
- 37. Compare Performance –Plot Rows
- 38.
- 39. Action 11 Set reportsto email regularly
- 40. Set reports toemail regularly
- 41.
- 42.
- 43.
- 44.
- 45. Action 13 Set upalerts
- 46. Set up alerts Get notifications when site behavior changes
- 47. Sample alert recipes Bounce Rate – is greater than x% Visits – is less than 1
- 48. Sample alert recipes Goal Conversions – Increase or Decrease [x% or x] from previous day / week Visits from [Medium, Source, Keyword, etc.] – Increase or Decrease [x% or x] from previous day / week
- 49.
- 50. Action 14 Utilize real-timereports
- 51.
- 52. Utilize real-time reports Know when to re-engage users with content
- 53. Utilize real-time reports Test campaign tagging http://www.demo.com/?utm_source=twitter &utm_medium=referral&utm_campaign=test
- 54. Action 15 Use theMulti-Channel Funnel reports
- 55. Attribution First click attribution vs Last click attribution
- 56. Adobe whitepaper “First click attribution more accurately captures the impact of social media - increasing its value by up to 94%.”
- 57. Multi-channel funnel reports Referral Organic Search Direct
- 58. Action 16 Check thesocial media reports
- 59. Google’s goal withsocial media reports Bridge the gap between social media & the business metrics you care about
- 60. Value of trafficfrom social media sites; how visits lead to direct conversions or assist in future conversions
- 61. Social Reports –Social value
- 62. Social Reports –Network driving traffic
- 63. Social Reports –Shared URL
- 64. Social Reports –Activity streams
- 65. Social Reports –Conversions from social
- 66. Social Reports –Social Plugins
- 67. Social Reports –Social Plugins
- 68. Action 17 Evaluate socialmedia paths
- 70.
- 71.
- 72. Annotate activities • Also can find & create under Assets
- 73. Action 19 Watch yoursocial 404 pages
- 74. Watch your social404 pages
- 75. Action 20 Use toolsother than GA
- 76. Hootsuite Don’tLimit Your “Analytics” to Google Analytics
- 77. facebook Don’tLimit Your “Analytics” to Google Analytics
- 78. LinkedIn Don’tLimit Your “Analytics” to Google Analytics
- 79. YouTube Don’tLimit Your “Analytics” to Google Analytics
- 80. Tip: Add a+ to any bitly URL to get the stats Don’t Limit Your “Analytics” to Google Analytics
- 81. Don’t Limit Your“Analytics” to Google Analytics Tweets are not all equal
- 82. Don’t Limit Your“Analytics” to Google Analytics Point – Lots of other FREE tools available!
- 83.
- 84. Action 21 Breathe &relax
- 85. Bonus: Action 22 Wish@lisabarone a happy birthday!
- 86.
Editor's Notes
- #3 SEO, PPC & analyticsLocated in 1870’s NoLibs church~45 employees & growingGA TC
- #6 Don’t need to do all 21, but here are 21 actions you can take today
- #9Â ----- Meeting Notes (6/28/12 06:51) -----example - on-site, on social
- #10 Tons of goals = overwhelming. Affects our reports in GA.Higher combined conversion rate – site, indivkws, landing pages… Is bad
- #11Â .. Is also bad!Signing up for newsletters, downloading PDFs, and reading reviews may not generate immediate revenue, but could lead to a later sale.
- #12Â Can add values to each goal in GA. Easy, pulls through to many reports to show worth of traffic - $ index & per visit goal value
- #14Â Create goals in GA using the Thank You page of your actions
- #19Â Adore Chrome plugin Analytics Helper. Adds a little green bubble to any page with GA code and tells you basic information about the code. Use this as you're browsing your site for a quick check to make sure the GA code is in place.
- #21Â Want to tag all of the URLs used in our marketing efforts to get this data to come into GA.
- #22Â Quick overview of what tagging could look like. Google made us an easy tool to do this
- #23Â URL SHORTENER!!!
- #24Â URL SHORTENER!!!
- #25Â What twitter looks like in GA if not tagged. Tag your stuff, give the right marketing efforts credit.
- #26 Social plugins – on-site interactions with socialLiked it, +1'd it, shared it
- #27 ShareThis – easy. AddThis – needs one extra line of code.Simple to set up with AddThis or ShareThisGoogle +1 tracks automatically
- #29Â How many visitscame to the site? Look at this hourly/daily/weekly/monthly
- #31Â Did people take the actions we expected & wanted them to take?
- #34 Look at everything already mentioned by individual traffic sources – visits, conversions, bounce rate
- #35Â Different traffic sources; different social mediaPlot rowsHow does x compare to y?Previously, needed to create advanced segments to answer
- #36Â Plot rows
- #37 Plot rows – how does x compare to y?
- #38Â Plot rows
- #41Â Set it & forget it
- #42Â Set them to email you / othersShare Cutroni dashboard
- #43Â For each group / purpose, based on needs
- #44Â Justin Cutroni dashboard
- #45Â Set your dashboards to email the right people at the right times
- #51Â Social triggersUse to test your campaign taggingSee how social or other marketing efforts are pushing traffic = know when to re-engage users w/ content
- #55Â Adobe info
- #56Â Adobe info
- #57Â Adobe info
- #58Â 30 day window
- #67Â Social plugins (or proper tagging) will get you these reports
- #70Â Use to visualize & quickly find insights about how visitors flow through siteCompare to other types of traffic
- #75Â Depending on tagging, may need to use different settings.Set this up, then schedule it to email you!
- #82Â Reporting on raw # of tweets? Break it down by their influence.Use Topsy to find & reach out to influential people sharing your link