social media analytics: a value-focused approach

Social Media Analytics

A Value-focused Approach

Converge Consulting

Agenda

• Basic Google Analytics terminology• What not to measure• Finding value through measurement• Using strategy to drive user experience• Some DePaul examples – DeBlogs, DePaul

Distinctions• The best use of time on social media (e.g. if

you have an hour a day how to use it)

Terminology

Bounces

The number of single-page visits to your site over the selected dimension.

Bounce Rate

The percentage of single-page visits (i.e. visits in which the person left your site from the entrance page).

Pageviews

The total number of pageviews for your site when applied over the selected dimension.

Visits

The number of times your visitors has been to your site (unique sessions initiated by all your visitors). If a user is inactive on your site for 30 minutes or more, any future activity will be attributed to a new session. Users that leave your site and return within 30 minutes will be counted as part of the original session.

Visitors

A user that visits your site. The initial session by a user during any given date range is considered to be an additional visit and an additional visitor. Any future sessions from the same user during the selected time period are counted as additional visits, but not as additional visitors.

Time on Site

The time a visitor spends on your site.

Goal Conversions

The number of goals completed by visitors.

What NOT to Measure

• Hits• Data in aggregate• Anything not tied to an outcome

What NOT to Measure

Finding Value Through Measurement

Why does your website exist?

What you can track, you can measure.

What you can measure, you can improve upon.

What are you trying to achieve?Define it.

Goals

Macro-level

Departmental goals

Institutional goals

Campaigns

Events

Micro-level Micro-level

Micro-levelMacro-level

Goals

Increase Number of Students

Departmental goals

Institutional goals

Campaigns

Events

Open House

Search Mailing

Increase Applications

Goals

Increase Donations

Departmental goals

Institutional goals

Campaigns

Events

Black Tie Event

Presidential Mailing

Campaign

Increase Annual Fund

Contributions

Website

Your Marketing Hub

Email

FacebookPostcard

Letter

Twitter

Alumni Magazine

Determine• Landing page• Desired action• How success will be measured

– Confirmation page– Form submission– Download PDF

Read a Facebook Post

Went to a landing page

Engaged with the Site

Requested Information

Registered

Apply

Set Up Google Analytics Goals

Campaign Tracking

Set up links with tracking variables

http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

Campaign Tracking

Set up links with tracking variables

http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

What is the source in which this link appears?

Campaign Tracking

Set up links with tracking variables

http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

What is the medium/channel in which this link appears?

Campaign Tracking

Set up links with tracking variables

http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

What is the name of the campaign?

Compare/Analyze

• Campaigns• Sources• Mediums

Determine What Works

Goal URLs

Pages At-a-glance

Pages

Pages Comparison

Compare Landing Page Visits to Bounce Rate

Time On Page

Pages

Compare by Location

Geo-targeted Campaigns

Social Engagement

Virtual Pageviews

<a href="onClick='_gaq.push(['_trackPageview','/download/application']);'">download admissions application< /a>

Segments

Advanced Segments

Segments

Segments

Segments

Social Media Sources

Social Media Sources

Mobile

Mobile

Multi-channel Funnels

Multi-channel Funnels

Dashboards (Distinctions)

Dashboards (Distinctions)

Dashboards (Distinctions)

Dashboards (Distinctions)

Dashboards (Distinctions)

Dashboards (Distinctions)

Dashboards (Distinctions)

Dashboards (Distinctions)

Dashboards (Distinctions)

Make changes

Reallocate funds to what is workingEliminate what is not

Additional Suggestions

• Clear Calls to Action• Internal linking

Facebook Insights

Facebook Insights

Other Social Media Metrics

• Retweets• Follows• Fans

Social Mention

Google Trends/Insights

for Search

Google Webmaster Tools

Best Use of Social Media Time

• Tie actions to outcomes.• Do what will result in better outcomes.• Use measurement to inform you what that will

be.

Questions?

Flickr Image References• 1,72: http://www.flickr.com/photos/tjt195/30916171/sizes/o/in/photostream/• 2: http://www.flickr.com/photos/haynephotography/3987572784/sizes/l/in/photostream/• 3: http://www.flickr.com/photos/jwyg/3745559121/sizes/l/in/photostream/• 4-10: http://www.flickr.com/photos/togr/156390661/sizes/l/in/photostream/• 11,12: http://www.flickr.com/photos/puzzlemepuzzle/4762502372/sizes/l/in/photostream/• 13: http://www.flickr.com/photos/spacesuitcatalyst/536389937/sizes/l/in/photostream/• 14: http://www.flickr.com/photos/pietroizzo/77536907/sizes/o/in/photostream/• 23: http://www.flickr.com/photos/joost-ijmuiden/5619821352/sizes/o/in/photostream/• 41: http://www.flickr.com/photos/lysy/213459669/sizes/l/in/photostream/• 53: http://www.flickr.com/photos/mvallius/3892112410/sizes/o/in/photostream/• 63: http://www.flickr.com/photos/smemon/5683575389/sizes/o/in/photostream• 66: http://www.flickr.com/photos/naama/23086990/sizes/z/in/photostream/