AnalyticsMEASURING YOUR REACH AND POST PERFORMANCE

A little bit about me Facebook:www.facebook.com/scrink (personal)

www.facebook.com/UDcanr (professional)

Twitter: @bringmeupmusic (personal)

@UDCANR (professional)

Christy Mannering

Web Developer, University of Delaware

cmanneri@udel.edu

What and Why?• Understanding how to isolate data from your

networks and websites is important but further analyzing that data is key.

• Before you start.• Document your goals, who is your target, how many people

would you like to reach

• Create benchmarks, if your event had 400 people last year maybe you are hoping for 500 this year.

• Marketing campaigns, have creatives and schedules thought out

• Why? ROI. Return on investment (ROI) evaluate your efforts, measure your successes.

Website Analytics• Hands down best tools are from Google.

• Google Analytics: Track website traffic, on-site conversions, and sign-ups originating from social media campaigns.

• Google Webmaster Tools: Tool to help gain important SEO insights and improve the visibility of your site.

Google AnalyticsGoogle Analytics could take over an hour to really dig through but the areas I use most are under the “Behaviors” tab.

Google Analytics - Behavior• All Pages: For detailed interaction data on all pages.

• Content Drilldown: Data broken down by subfolder.

• Landing Pages: Pages on which visitors entered the site.

• Exit Pages: Pages which have been the final page of a session.

Google Analytics – Behavior Flow• Essentially, the behavior flow chart shows you visually and metrically where your users began and what their following interactions were throughout your site.

• Knowing how users navigate your site can help you to strategize where to put relevant content.

Google Webmaster

• This is the dashboard or console when you login to a site on Google Webmaster. It was updated in May 2015.

Google Webmaster – Search Traffic

• Find out who is linking to you, what areas of your site are cross referencing for better usability and the keywords people use to get to your content.

Social Media ROI• Reach – Your followers, fans, connections

• Traffic – Getting the “reach” people to a second destination, like a link on your website.

• Leads – Who is sharing your content, who is engaging?• Did you get more people interested in attending a

seminar or event?

• Did people sign up for your newsletter?

Facebook Analytics• The great thing about Facebook is

that the built-in insights are AMAZING and FREE!

• Other free analytics tools for Facebook include:• Quintly (Free and Paid versions) – Can track Facebook,

Twitter, YouTube, Google+, LinkedIn and Instagram

• Agorapulse - Facebook Page Barometer is free, shows how your pages are doing compared to other pages. Allows you to run contests.

• Likealyzer – The free tool here will review your page and identify any possible issues, giving tips on how to improve.

Metrics for Facebook include:

• Likes

• Comments

• Shares

• Reach

Facebook Insights• Access insights across a horizontal toolbar while logged in as your “Page”

• A second menu will appear with tabs for Likes, Reach, Visits, Posts, Videos, People

• You can also export all of this information into a spreadsheet which is very helpful.

Facebook Insights – Likes vs. Reach• Page Likes – Here, you can look at how many Page likes you have this week, compared to last week. This is a useful way to keep an eye on any spikes or trends.

• Post Reach – This is the number of unique people who have seen your posts over the last week. These could be fans or friends of fans. If someone sees your post multiple times, this is only counted as once for the purpose of reach.

Facebook Insights – Post Specific• You can see all posts or view the 5 most recent. You’ll see the reach and the engagement. • Engagement includes if people are liking,

commenting, sharing or clicking to see more.

• If you click the link for the post you can get even more fine-tuned details. Even negative feedback… like if someone decided to hide your post.• Pay close attention to any posts which people

mark as spam.

Facebook Insights – Post Types• Post Types – See insights based on what media you post. If it is a link, photo, video or plain text status update. • You’ll see average counts for

a default time spanning the last three months.

Facebook Insights – Exports•Post data – This is the export we use most often we providing reports on campaigns. It allows us to highlight specific time frames and present charts with exported data using Excel.

Twitter Analytics• Twitter used to not offer analytics

but they finally jumped on board and their free tool is fantastic. Hooray!

• Other analytics tools for Twitter include:• Twitalyzer – Unfortunately not free bit it

provides 50 different metrics which is great.

• SumAll – This one is more about engaging, less about analytics, it tweets to your new and most active followers.

• Riffle – This is a browser extension. It gives a real-time overlay of your interactions while logged in.

Metrics for Twitter include:

• Retweets

• Mentions

• Replies

• Favorites

• Lists

Twitter Analytics – Built In Tool• Embedded media clicks: Clicks to view a photo or

video in the Tweet

• Engagements: Total number of times a user

interacted with a Tweet. Clicks anywhere on the

Tweet, including retweets, replies, follows, favorites,

links, cards, hashtags, embedded media, username,

profile photo, or Tweet expansion

• Engagement rate: Number of engagements divided

by impressions

• Favorites: Times a user favorited the Tweet

• Follows: Times a user followed you directly from the

Tweet

• Hashtag clicks: Clicks on hashtag(s) in the Tweet

• Impressions: Times a user is served a Tweet in

timeline or search results

• Replies: Times a user replied to the Tweet

• Retweets: Times a user retweeted the Tweet

Twitter Analytics – Extra Details• When you expand tweet details you get a delightful graph and specific measurements.• See a 28 day period of impressions to

figure out the reach of your account for a month.

• Find out your top tweets, compares all tweets, see who replies and engages.

Twitter Analytics – Export• In addition to the web dashboard tool you can also download your Tweet activity.• The CSV export tool will show you data for

up to 3,200 Tweets (up from 500) and includes a breakdown of all impressions and other engagement numbers.

Other accounts and tools• Pinterest, Google+ and Instagram all have their own analytics tools as well. • Pinterest – metrics to measure include:• Repins, likes, comments and clicks through from your website

• Google+ - metrics to measure include:• Views, +1s, comments and shares, as well as click-throughs

• Instagram – metrics to measure include:• Likes, comments and followers

Best Paid Tools• Hootsuite

• SocialOomph

• Social Flow

• Social Bro

• CrowdBooster

Time for QuestionsContact me anytime!

Christy Mannering

cmanneri@udel.edu