Class5
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21-Oct-2014 -
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Technology
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Transcript of Class5
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What Gets Measured Gets DoneA look at Social Media and Web 2.0 Analytics
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Agenda• Housekeeping• Assignment• Attendance • Socialnomics discussion – Chapters 6 & 7
• Social Media Analytics• Importance• What to measure• Tools of the trade
• Sysomos• Radian 6• HootSuite• Facebook• Twitter• Google
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Attendance
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Assignment
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Socialnomics
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SMM - Importance• What gets measured gets done• Benchmarking• Feedback• Brand health• Campaign tracking• Research• Crisis Detection• Competitive Intelligence• Lead generation • What else?
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What to Measure?• Mentions• Shares• Comments• Followers• RSS• Followers• Likes
• Reach
• Referrals• Time on the site• Bounce rate• Demographics• Key conversations• Competition
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Common Terms to Know• Reach• Growth• Retweet• Follow• Unfollow• Likes• Hides
• New Visitor• Shares• Demographics• Referrals traffic• Bounce Rate
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Facebook Insights• Give Page admins and devs valuable information• Allow you to measure user exposure, actions, behaviour• Trends (likes, hides)• Demographics• Advertising insights
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Facebook• Tab Views – Views of tabs vs. Actual page• Shares – Additional Reach• Click-throughs – track with bit.ly• Fan Growth• Impressions• “Talking About Us” (Over the last 7 days)• Liking a page• Posting to a page's wall• Liking, commenting on or sharing a page post• Responding to an event invitation• Tagging a page in a post• Tagging a photo to a page• Liking or sharing a deal• Checking in at a place
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Facebook• Likes / Comments per post (Engagement rate)• Socialbakers.com• External Referrers – Is my site there?Great resource:
http://www.nonprofitfacebookguy.com/how-to-use-facebook-insights-video-tutorial/
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Quick Calculation
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Twitter Analytics• Only available with advertising purchase• How much of your content is being shared• How much traffic is Twitter driving• Tweet button effectiveness• Follow/Unfollow Growth
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Bitly• Used to track the number of people that click your links• Gives you time• Allows you to see what’s popular• Where are they coming from?
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Social Media Monitoring• Monitor the social space• Blogs, forums, Twitter, Facebook, YouTube
• Trend Analysis• Demographics• Research• Campaign tracking• Competitive Intelligence
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Social Media Monitoring Tools
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Google Analytics• Track traffic on your website• Easy to use• Use a little or use a lot• Measure• Demographics• Time on site• Bounce rate• Referral
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Google Analytics – Key Terms• Bounce Rate – Coming to website and quickly leaving• Average Time on site – Average time spent on the website
(total time spent / number of visits)• Unique Visitors – Number of unique individuals viewing a page• Total Visits – All of the visits
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Google Analytics• Traffic Sources • Referral Traffic – Where did people come from?• t.co – Any Twitter visits• m.facebook.com / facebook.com – facebook• Linkedin.com - Linkedin
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Other Questions You Can Answer• Are people coming on their mobile?• Are they coming from Google• Where are they from?• What languages do they speak?
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Google Analytics• Advanced • Customizable• API, Export, Dashboards
• Visual• Charts, funnels, score cards
• For more information http://www.google.com/analytics/features.html
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Hootsuite• Engagement and campaign specialists• Some reporting on trends• Advanced workflow• Link Tracking• Great resource• Learn more: http://learn.hootsuite.com/
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Other Tools• Social Bro (Free) - http://www.socialbro.com/• Sprout Social http://sproutsocial.com/• Simply Measured - http://simplymeasured.com/