sfu web and social analytics

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Julio Viskovich 2014 WEB METRICS FOR SOCIAL MEDIA MARKETING

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Web and Social Analytics.

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Page 1: SFU Web and Social Analytics

Julio Viskovich 2014

WEB METRICS FOR

SOCIAL MEDIA MARKETING

WEB METRICS FOR

SOCIAL MEDIA MARKETING

Page 2: SFU Web and Social Analytics

Julio Viskovich 2014

AgendaAgenda

• Assignment overview• ROI vs ROO• Web analytics vs social analytics• Activity

Page 3: SFU Web and Social Analytics

Julio Viskovich 2014

HootSuite AssignmentHootSuite Assignment

Complete the HootSuite certification courseware at www.learn.hoosuite.com

Once you complete the certification you will be given a certification URL. Fill out this form with your name and certification URL.

This is a simple pass/fail assignment and needs to be complete by Oct.1 2014.

Page 4: SFU Web and Social Analytics

Julio Viskovich 2014

ROI vs ROOROI vs ROO

video

Page 5: SFU Web and Social Analytics

Julio Viskovich 2014

TWO INTERNET STRATEGY BASICS

1. GET TARGETS TO VISIT YOUR WEBSITE

2. GET VISITORS TO EXHIBIT DESIRED BEHAVIOR (VISIT RETAIL STORE; PURCHASE ONLINE; ACCESS CUSTOMER SERVICE/SUPPORT)

Page 6: SFU Web and Social Analytics

Julio Viskovich 2014

BASIC INTERNET MARKETING METRICSBASIC INTERNET MARKETING METRICS

• Site Traffic• Hits• Impressions• Campaign Measures• Email Programs• Products/Offers• Search Effectiveness

• Site Audience• Visitors• Unique Visitors• Devices• Demographics

Page 7: SFU Web and Social Analytics

Julio Viskovich 2014

CONVERSION ONLINE OR OFFLINECONVERSION ONLINE OR OFFLINE

www.omniture.com

Page 8: SFU Web and Social Analytics

Julio Viskovich 2014

TYPICAL SOCIAL MEDIA APPLICATIONTYPICAL SOCIAL MEDIA APPLICATION

Page 9: SFU Web and Social Analytics

Julio Viskovich 2014

TYPICAL INTERNET METRICS REQUIREMENTSTYPICAL INTERNET METRICS REQUIREMENTS

“TRADITIONAL”INTERNET METRICS

SOCIAL MEDIA METRICS

Page 10: SFU Web and Social Analytics

Julio Viskovich 2014

THE STRATEGIC MARKETING REQUIREMENTSTHE STRATEGIC MARKETING REQUIREMENTS

SOCIAL MEDIA METRICS

Television

Radio

Magazines

Newspapers

Marketing, Advertising

Metrics

Page 11: SFU Web and Social Analytics

Julio Viskovich 2014

GOOGLE ANALYTICSGOOGLE ANALYTICS

http://www.google.com/analytics/

Page 12: SFU Web and Social Analytics

Julio Viskovich 2014

GOOGLE ANALYTICSGOOGLE ANALYTICS

What are GOALS?

Page 13: SFU Web and Social Analytics

Julio Viskovich 2014

PALMS RESORT CASE STUDYPALMS RESORT CASE STUDY

Social analytics meet web analytics

Page 14: SFU Web and Social Analytics

Julio Viskovich 2014

EXERCISEEXERCISE

Groups of 3

Choose a small to medium business or company

Brainstorm what types of business goals they would like to achieve (ie. More online sales, more in-store shoppers, new customers, etc)

What are some things they will want to know about their social media activities?

What are some things they will want to know about people on their website?

Take 15 minutes – and expect to present for 2-3 minutes

Page 15: SFU Web and Social Analytics

Julio Viskovich 2014

LIVE DEMOLIVE DEMO

Page 16: SFU Web and Social Analytics

Julio Viskovich 2014

SOCIAL MEDIA METRICS FOR BLOG CAMPAIGNSOCIAL MEDIA METRICS FOR BLOG CAMPAIGN

OBJECTIVE METRIC(S)

Increase Average Visits per Day Average Number of Visits per Day from Google Analytics

Number of Emailed or Promoted Posts Provided by Share This Icon

Number of Incoming Links Hard to CountWill Use GoRank.com as long as free tool is sufficientMay need to measure different types of links (other blogs, websites, etc.) A different report for each

Page 17: SFU Web and Social Analytics

Julio Viskovich 2014

YOUR TURN TO BUILD(BUILD A REPORT WITH HOOTSUITE)

ACTIVITY 2

YOUR TURN TO BUILD(BUILD A REPORT WITH HOOTSUITE)

ACTIVITY 2

Page 18: SFU Web and Social Analytics

Julio Viskovich 2014

RESOURCESRESOURCES

Page 19: SFU Web and Social Analytics

Julio Viskovich 2014

TOP 10 THINGS TO MEASURETOP 10 THINGS TO MEASURE

• Social Media Leads• Engagement Duration• Bounce Rate• Membership Growth/Active Network Size• Activity Ratio (Total Members/Active Members)• Conversions (Have to Carefully Define)• Brand Mentions in Social Media• Loyalty• Virality• Blog Interaction

http://www.socialtimes.com/

Page 20: SFU Web and Social Analytics

Julio Viskovich 2014

CHOOSE METRICS SOURCES BASED ON OBJECTIVESCHOOSE METRICS SOURCES BASED ON OBJECTIVES

• Free Social Media Web Analytics eBook • http://www.insidefacebook.com/• http://www.allfacebook.com/• http://tweetstats.com/ • http://www.blogpatrol.com/