how analytics can reveal the success (or failure) of digital & social media strategies amanda...

How Analytics Can Reveal the Success (or Failure) of Digital & Social Media Strategies

Amanda McGowan

© 2013 SEER Interactive | All Rights Reserved page 2© 2013 SEER Interactive | All Rights Reserved page 2

Seer Interactive

Overview

• Overview of Digital Analytics• Purpose• Data Types

• Social Analytics• Strategy & Setup

• Interpreting the Data• Applying the Data

© 2015 Seer Interactive • All Rights Reserved •

Overview of Digital Analytics

Who Uses It & Why Is It Useful?

• Digital analytics is used most often by website owners & business owners • Digital analytics is often used to

determine who their target audience is and how to reach this audience

• It can also be used to determine what drives their audience to be engaged or willing to purchase


The Purpose of Digital Analytics• To provide a site owner or business

owner with data that will allow them to determine:• If they’re hitting their strategic goals

• What they should tweak to improve a campaign

• General Discovery• Audience Analysis

• Engagement

• In general its used to create the most effective marketing campaigns possible


What Kind of Data Are We Looking At in Digital Analytics?

Endless Data Types….

Google Analytics


Geography


Browser & Device Type


Visitor Flow


Source


Content


Pages where visitors

enter the site

Is your site loading

properly?

What are visitors

searching for once they reach your

site?

Goals & Revenue


The Best Marketing Mix


Detailed MetricsVisitor Count & New Visits


Detailed MetricsEngagement


% of visits who viewed

only one page and left

Number of pages

viewed per visit Time on

site

Detailed MetricsRevenue


Real Time Analytics


Social Analytics

Social Campaigns - Paid


Social Campaigns - Organic


What Platforms Are They Coming From?


Are They Engaged?


Are They Valuable?


What Are They Sharing?


Where Are They Sharing It?


Where Are They Sharing It?What Actions Are They Taking?


Added blog post as a ‘favorite article’ on

Diigo

+1 an article on Google+

What Are They Saying?


What Are They Doing after They Reach Your Site from Social?


What Sites Are Linking Back to Your Content?


Social Analytics Strategy

Social Analytics Strategy

• Define your overall business goal(s)

• Determine the metrics (key performance indicators) to measure these goals


Define the Overall Goal


Do you want your campaign to get people familiar with your

brand?

Or, do you want your campaign to bring in conversions &

revenue?

Or, do you want your campaign to create advocates for your

brand?

Examples of Overall Goals


Increase visits to your site from social channels by 20%

Increase revenue from social channels by 20%

Increase interactions with your audience on social

channels by 20%

Metric: Visits

Metric: Revenue

Metric: Shares, Comments,

Favorites, etc.

Social Analytics Setup

Implement Google Analytics• Default Social Tracking

Includes:

• Referral Network

• Top Landing Pages

• Trackbacks

• Social Data Hub• Pulls in data from

over 14 different social networks


Implement Google Analytics• Establish

tracking for your KPIs that are not tracked by default

• Revenue

• Contact Form Submissions

• Newsletter Sign Ups


Implement Tracking on Social Buttons

Define the following:

• Network: Facebook, Twitter, etc.

• Action: Like, Share, Tweet, etc.

• Target: the URL related to the interaction


Implement Campaign Tagging• Apply parameters to URLs to pull in the following

data when someone reaches your site:

• The platform

• The medium (social)

• The campaign


www.seerinteractive.com/?utm_source=facebook&utm_medium=social&utm_campaign=analytics

Interpreting the Data & Applying It!

Assessing Engagement


High interaction on social networks but not as

engaged on site

Higher time on site and pages viewed per visit than

all other content

Takeaway: For more engaged visitors, create content similar to this

article

Assessing Interactions


Articles that drive more traffic don’t always equate to

more activity on social

Takeaway: For more interactions on social

networks, create content similar to these articles

The content with the most interactions on all social

networks

Assessing Traction


Takeaway: To increase these features, create more content in

this area

Same article

linked to on 6

different sites

Assessing Value


Channel that

brings in the most revenue

Takeaway: Pursue Pinterest for the channel with the most total

revenue

Assessing Value


Takeaway: Pursue more campaigns with Polyvore and Yelp for more

valuable visitors

The channel

that brings in the most revenue does not always

yield the most

valuable visitors

Other Social Analytics Platforms

Other Analytics Platforms


Questions?


seerinteractive.com

[email protected]

how analytics can reveal the success (or failure) of digital & social media strategies amanda...

Documents

rights reserved page

rights reservedpage

google analytics

purpose of digital analyticsto

real time analytics

kind of data

social campaigns organic

endless data types