Reputation and Analytics - WBDC Chicago webinar 2012 02
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Transcript of Reputation and Analytics - WBDC Chicago webinar 2012 02
WBDC Webinar Series #4
Reputation Management
and
Analytics
Presented by
Avery Cohen
Metrist Partners
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Is Your Web Site a Slacker?
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Web Analytics
Analytics will enable you to
set online marketing goals,
so you can create new initiatives and
measure results,
providing stakeholders with actionable insights
into your customers' needs.
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Social Media Analytics
Influence Metrics:
• Audience Size
• Conversation
• Amplification
• Applause
• Economic
Outcome
Social media metrics definitions from Avinash Kaushik
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Poll #1
What social media do you use?
– Pintrest
– Google+
– Other niche social sites
– Other niche “groups” (email)
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Reputation Management
• What are people saying
about you and your
business?
• Where are people
talking about you and
your business?
• What can you do about
it?
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Poll #2
Have you reviewed products or
services online in the past 90 days?
– Yes, positive reviews only
– Yes, some positive, some negative
– Yes, negative reviews only
– No, I have not used review sites or
features in the past 90 days
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Monitor Your Reputation
• Google Search
• Google Alerts
• Google Analytics
– Hootsuite or Tweetdeck
• Review Sites
– Yelp
• Community (niche) Sites
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Monitor: Google Search
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Monitor: Google Alerts
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Monitor: Google Analytics
• Visit Sources
– Websites
– Search Keywords
• Visit Outcomes
– Bounce (view only one page)
– Engage with important content
– Make a purchase
– Sign up for email
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Poll #3
Do you have Google Analytics on your
website?
– Yes, and I check it regularly
– Yes, but I don’t use it (much)
– Not yet
Online Marketing Strategy (Context)
Your Web Site
i TV
Radio
DM
Outdoor
Buy Your Email
Newsletters
Social Media
Search
Blogs &
Other
Web Sites
informati
on
Calls
to
Action
Word of
Mouth
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
How are People Finding Your Site?
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Referring Sites
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Search Keywords
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Filtering Search Keywords
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Landing Pages
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Campaign Traffic
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Campaign Traffic
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Campaign Tagging link URLs
Google Analytics URL Builder
Campaign Name Utm_campaign Season Tickets
Medium Utm_medium Email
Source Utm_source Newsletter
Term Utm_term
Content Utm_content Footer
http://www.timelinetheatre.com/not_enough_air/index.htm?utm_source=Pre-opening&utm_medium=email&utm_campaign=Not%2BEnough%2BAir
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Navigation Summary for a page
Setting Goals
Goals Jan Feb Mar
Revenue
Profit
% from web
Number ofTransactions
Avg Transaction Value
% Transactions over $100
New Customers
Returning Customers
Email List Size
New Email Registrations
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Poll #4
What are your website’s goals?
– Sell products or services online
– Generate new business leads
• email newsletter signups
• download information
– Have people call us
– Support trade show or other sales efforts
– Reduce customer service costs
Optimize Your Site
Focus on conversions
– Views more than one page
– Reaches specific “value-add”
content
– Opts in for email
– Fills out a “contact” form
– Makes a phone call
– Makes a purchase
Segment and test
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Business Goals
Conversions are your guests’ goals
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Your Online Reputation
Search Volume
Google Sites
Yahoo! Sites
Microsoft Sites
Ask Network
AOL LLC Network
Source: Comscore.com December, 2010 Search Engine Rankings
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Women’s Business Development Chicago
Your Online Reputation
Google’s brand promise (as described by Avery Cohen):
We will deliver the best, most relevant content on the
web instantaneously and for free.
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
The first rule of Google…
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Inbound Link Initiatives
• Press Releases
• Your Blog
– RSS Feed + Feedburner
• Social Media
– Bloggers are on Twitter
• Ask for Links
– What is on your site that would benefit a site’s constituents?
• Duplicate Content Policy
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Create Compelling Content
Establish an
emotional connection
• Images and Words
people will click on to
see more
• Stories people will want
to share with others
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Your Online Identity
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Thank you.
Avery Cohen Metrist Partners
Chicago, Illinois USA
312-772-5945 | [email protected]
@averycohen on Twitter
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280