measuring your online presence
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MANAGING YOUR PRESENCE
ONLINEAND USING ANALYTICS
TO TRACK RESULTS
Susan Mernit
March 2011
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Welcome to the social media ecosystem
3/3/09copyright, 2009, Susan Mernit, do not reuse without attribution.
Over 200 Million Americans are on Facebook Roughly 44 million people use Twitter There are over 2 Billion photos on photo-sharingcommunity Flickr You are now connected to everyone on the planet
via Google searches
How do you show up?
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What is your social mediaand online
presence? Do you know how you show
up on the web? Are you
discoverable throughsearch? If someone hearsof youcan they find you?
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Do you know how you show up online?
Search as your starting pageYour name, email, phone, organization
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The Game Has Changed
3/3/09copyright, 2009, Susan Mernit, do not reuse without attribution.
EvenbeyondGoogle,everyoneisinter-
connected
Wevegonebeyondcentralizedauthori:esthat
creden:alusnewspapers,universi:es,affiliate
groups
Tocrowd-sourcing,networks,andthewisdomof
crowds
--Andyouneedtoplaytocompete
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Were going to talk about the basic social
media toolbox and how to use it:
3/3/09copyright, 2009, Susan Mernit, do not reuse without attribution.
FacebookTwierLinked-InFlickrYouTube(Vimeo/Viddler)BloggingGoogleandFacebookanaly:cs
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1. Start with listening
3/3/09copyright, 2009, Susan Mernit, do not reuse without attribution.
Do you know how to monitor?:
Google alerts
RSS readerTwitter search
Facebook search
Listening dashboard
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Need a drivers manual?
3/3/09copyright, 2009, Susan Mernit, do not reuse without attribution.
Resources to learn with re listening
Mashable.com
Google videos on YouTube SEO videos Knowledgebases for specific productsWhat are other faves resources that work for
you?
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Its okay to do bursty work
3/3/09copyright, 2009, Susan Mernit, do not reuse without attribution.
Blog or twitter daily. Visit Facebook daily; update your status & interact
Build your linked in contacts weekly Use YouTube, Flickr, Scribd, etc as needed to
intensify your connections, share materials
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Pay attention to SEO, headlines
SEO is about crawlingrobots.txt
Use precisedescriptions in yourpost heds
Revise your meta-datato reflect how you
want to be seen Read up on SEO, this is
a must have skill
Make it catchy, werein the entertainmenteconomy
Make it literal so yourpost can be discovered
Keep testing andimproving!
3/3/09copyright, 2009, Susan Mernit, do not reuse without attribution.
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Self-monitor and check the metrics
3/3/09copyright, 2009, Susan Mernit, do not reuse without attribution.
Set up ego alerts for your name at google.com/alerts and search.twitter.com
Install Google Analytics on your site and learn howto use it.
Check your content and keywords in Googleanalytics: are you turning up where you want to be?
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Remember, its about the outcomes
3/3/09copyright, 2009, Susan Mernit, do not reuse without attribution.
BuildingyourbrandBeingknownforsomethingExpandingyourcommunityGeOngresultsItisallabouttherela:onshipswhenyoubuild
yourbrand,youbuildthemaswell.
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Measuring results
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Whats this about?
How can using Google Analytics inform yourknowledge of what's work in your project--and what
isn't?
What are some strategies and best practices forreading Google Analytics--and Facebook insights
to help a site owner make decisions about what you
focus on and where you spend your time and effort.
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Google Analytics: Read it w/yr morning coffee
Most viewed stories Time spent per traffic source
Geographic location and patterns Referrals & distribution insights
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Core questions
Is my content generating traffic? (see GA) Is my content driving discussion? (see FB)
Where is the audience coming from? Where are the BEST users coming from? Where are my geographic clusters? (GA & FB) What are the trend-lines on interaction (FB)
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Opening screen: Past 30 days
Check in daily with the monthly, weekly,
Daily dashboards
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Review top stories
Whats the top story: Jean Quan Mayoral electionokay,
how come? Time to drill-down
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Check entry points for top stories
What was the big traffic source for Quan election story?
Checking entry points shows that Yahoo drove most of the traffic for this storyfar more than any other source.
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Quan story content detail
Quan election storyTime spent shows story was read; high bounce shows
readers left; 80% exit rate confirms that.
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Geography: Where is your audience?
Drill down from country to statefor Oakland Local. GA shows 99% of traffic is regional
and provides overall baseline metrics: 1:36 minutes on site, 56% new visitors.
How many visitors are from SF Bay area? From Oakland?
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GA can drill down on state info
Top four sources are Oakland or within 8 miles of Oakland. Los Angeles traffic is
Mehserle trial.
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What is the pattern of someone from the
core location?
Lower bounce rate
Smaller percentage of *new* visits
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What are top entrance keywords?
Helps evaluate search engine traffic at keywordLevel for ALL search engines. Are we deliveringRight content for these keywords?
What keywords led people here?
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Bounce rate on top landing pages
Blacks leaving bay story has 30%
less bounce Why?
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Traffic sources
What can this teach me?
Note high Yahoo &Google referrals; yet
FacebookIs #4 over all.
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Learnings from GA review
Focus content against audience behaviors: PV analysis of publishedcontent demonstrated appetite for neighborhood-level stories &
investigative pieces, not features.
Understand value of referral channels: OL gets more traffic from FBthan Twitter, but Twitter users stay longer, read more pages
Facebook outperformed SFGate partnership for referrals; led tocutting investment back
Unmet content/community needs: Stories by/for Queer community,
Gospel music audience, Bicycle commuters Slim success: Korean community coverage
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Facebook insites
Facebook insitesvisibleto adminstrators
Offers analytics for FB fanor business page
Two views of pageOld insites & new
insitescheck out both Great tool to map against
Google Analytics data
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FB: Basics on users
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FB: Maps user likes and comments
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FB: Shows likes over time
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FB: Shows levels of interaction
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Geography: Compare w/Google!
We look at citieswheres the audience?
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Workflow recommendations
Daily view: Google Analytics & Facebook pagemetrics for individual posts
Weekly view: Facebook insites Monthly: Review of GA & FB against core goals,
with close look at trending keywords, referral
patterns, time spent per referral.
Write up brief summaries to share with key teammembers, discuss in meetings
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For more information
Google analytics blog http://analytics.blogspot.com/ Help site:
http://www.google.com/support/googleanalytics
YouTube videos on using GA Books--Big tomes:Advanced Web Metrics with Google Analytics, by Brian
Clifton
Performance Marketing with Google Analytics, bySebastian Tonkin (and others)
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Contact info
Susan [email protected]
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Useful resources
Facebook Business Account FAQ:http://www.facebook.com/help/?page=721
Twitter account creation:http://twitter.com/account/create
Great article on social media and small business:http://techcrunch.com/2010/07/17/how-social-media-drives-new-business-six-case-studies/
Dont forget about follow-up classes from OaklandLocal Academyand the social media support ourconsulting group can provide you with along withadvertising services.
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Contacts for more info
Oakland Local Academy Kwan Booth, Trainer,
Susan Mernit, Trainer,[email protected]
Plus a whole team whodlike to help
PS Follow Oakland Localon Facebook & Twitter!
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