Download - SFU Web and Social Analytics
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Julio Viskovich 2014
WEB METRICS FOR
SOCIAL MEDIA MARKETING
WEB METRICS FOR
SOCIAL MEDIA MARKETING
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Julio Viskovich 2014
AgendaAgenda
• Assignment overview• ROI vs ROO• Web analytics vs social analytics• Activity
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Julio Viskovich 2014
HootSuite AssignmentHootSuite Assignment
Complete the HootSuite certification courseware at www.learn.hoosuite.com
Once you complete the certification you will be given a certification URL. Fill out this form with your name and certification URL.
This is a simple pass/fail assignment and needs to be complete by Oct.1 2014.
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Julio Viskovich 2014
ROI vs ROOROI vs ROO
video
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Julio Viskovich 2014
TWO INTERNET STRATEGY BASICS
1. GET TARGETS TO VISIT YOUR WEBSITE
2. GET VISITORS TO EXHIBIT DESIRED BEHAVIOR (VISIT RETAIL STORE; PURCHASE ONLINE; ACCESS CUSTOMER SERVICE/SUPPORT)
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Julio Viskovich 2014
BASIC INTERNET MARKETING METRICSBASIC INTERNET MARKETING METRICS
• Site Traffic• Hits• Impressions• Campaign Measures• Email Programs• Products/Offers• Search Effectiveness
• Site Audience• Visitors• Unique Visitors• Devices• Demographics
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Julio Viskovich 2014
CONVERSION ONLINE OR OFFLINECONVERSION ONLINE OR OFFLINE
www.omniture.com
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Julio Viskovich 2014
TYPICAL SOCIAL MEDIA APPLICATIONTYPICAL SOCIAL MEDIA APPLICATION
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Julio Viskovich 2014
TYPICAL INTERNET METRICS REQUIREMENTSTYPICAL INTERNET METRICS REQUIREMENTS
“TRADITIONAL”INTERNET METRICS
SOCIAL MEDIA METRICS
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Julio Viskovich 2014
THE STRATEGIC MARKETING REQUIREMENTSTHE STRATEGIC MARKETING REQUIREMENTS
SOCIAL MEDIA METRICS
Television
Radio
Magazines
Newspapers
Marketing, Advertising
Metrics
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Julio Viskovich 2014
GOOGLE ANALYTICSGOOGLE ANALYTICS
http://www.google.com/analytics/
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Julio Viskovich 2014
GOOGLE ANALYTICSGOOGLE ANALYTICS
What are GOALS?
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Julio Viskovich 2014
PALMS RESORT CASE STUDYPALMS RESORT CASE STUDY
Social analytics meet web analytics
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Julio Viskovich 2014
EXERCISEEXERCISE
Groups of 3
Choose a small to medium business or company
Brainstorm what types of business goals they would like to achieve (ie. More online sales, more in-store shoppers, new customers, etc)
What are some things they will want to know about their social media activities?
What are some things they will want to know about people on their website?
Take 15 minutes – and expect to present for 2-3 minutes
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Julio Viskovich 2014
LIVE DEMOLIVE DEMO
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Julio Viskovich 2014
SOCIAL MEDIA METRICS FOR BLOG CAMPAIGNSOCIAL MEDIA METRICS FOR BLOG CAMPAIGN
OBJECTIVE METRIC(S)
Increase Average Visits per Day Average Number of Visits per Day from Google Analytics
Number of Emailed or Promoted Posts Provided by Share This Icon
Number of Incoming Links Hard to CountWill Use GoRank.com as long as free tool is sufficientMay need to measure different types of links (other blogs, websites, etc.) A different report for each
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Julio Viskovich 2014
YOUR TURN TO BUILD(BUILD A REPORT WITH HOOTSUITE)
ACTIVITY 2
YOUR TURN TO BUILD(BUILD A REPORT WITH HOOTSUITE)
ACTIVITY 2
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Julio Viskovich 2014
RESOURCESRESOURCES
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Julio Viskovich 2014
TOP 10 THINGS TO MEASURETOP 10 THINGS TO MEASURE
• Social Media Leads• Engagement Duration• Bounce Rate• Membership Growth/Active Network Size• Activity Ratio (Total Members/Active Members)• Conversions (Have to Carefully Define)• Brand Mentions in Social Media• Loyalty• Virality• Blog Interaction
http://www.socialtimes.com/
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Julio Viskovich 2014
CHOOSE METRICS SOURCES BASED ON OBJECTIVESCHOOSE METRICS SOURCES BASED ON OBJECTIVES
• Free Social Media Web Analytics eBook • http://www.insidefacebook.com/• http://www.allfacebook.com/• http://tweetstats.com/ • http://www.blogpatrol.com/