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,

    [email protected]

    Susan Mernit, Trainer,[email protected]

    Plus a whole team whodlike to help

    PS Follow Oakland Localon Facebook & Twitter!

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