Presentation from Social Media Week London 2012 on Integrating social media with Web Analytics. It was one of four presentations at the Using Data from Social Media to Improve Performance held at 01Zero-One on the 15th Feb.
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Integrating social media with web analytics
1. Integrating Social Media
with Web Analytics
Using Data from Social Media to Improve Performance
#SMWAnalytics @peter_oneill
2. Purpose of Integration
The purpose of Web Analytics is
To provide intelligence that informs business
decisions leading to an improvement in
performance for online organisations
You can capture Social Media data in web
analytics tools
This data can produce valuable intelligence
You will make better decisions
So why integrate - to achieve better results
Page 2 #SMWAnalytics – @peter_oneill 15 February, 2012
3. Social Sharing on your Website
A common sight on content pages are
Social Media sharing buttons
Visitors sharing your content indicate:
It is high quality content
It is content they find interesting
Traffic should grow in the future
Track with web analytics using event code to
capture:
Which content is being shared
Which author, category, etc is being shared
Which networks it is being shared upon
Which sharing button was clicked on the page
Page 3 #SMWAnalytics – @peter_oneill 15 February, 2012
4. Social Sharing – Actions to Take
Primary KPI to understand performance
% Shares (visits to page that share / visits to page)
How you can use this information
To identify quality of content or interest in content by
article/post, author or category
Use similar content in the future
Select that content to be promoted on homepage / read more
Identify key social media networks to be involved in
Use the network your audience is using
Improve design or location of sharing buttons
Optimising their performance will lead to more shares and
therefore more traffic
Page 4 #SMWAnalytics – @peter_oneill 15 February, 2012
5. Traffic from Social Media
There are four sources of traffic from Social Media
Identify all uniquely within a Social Media grouping
These can all be identified in web analytics tools:
Using Web Analytics campaign parameters
What are the sources
Paid content on Social Media networks
Content that you post on Social Media networks
Content generated through social share buttons
Content linking to you on Social Media networks
posted by 3rd parties
Configure web analytics tool to identify referring domains
Page 5 #SMWAnalytics – @peter_oneill 15 February, 2012
6. Social Media Traffic – Actions to Take
Perform normal campaign analysis
How do these visitors behave?
Do they bounce, research/engage, convert?
Where do they enter the website?
Compare between channels, campaigns, links
Always focus on the quality of the traffic, not the
quantity
Evaluate and adjust your social media strategies
based on this intelligence
Page 6 #SMWAnalytics – @peter_oneill 15 February, 2012
7. Conversations on Social Media
Social Media is about conversations
Conversations occur offsite so how can web
analytics help to evaluate performance?
People discussing your brand, products, services,
campaigns, etc
You may or may not be involved
They aren’t coming through to your website
Be creative in approaches to evaluating the
performance and impact of Social Media
Page 7 #SMWAnalytics – @peter_oneill 15 February, 2012
8. SM Conversations – Actions to Take
Review other data points
If people discover you via Social Media but don’t click
through, how do you think they will find the website?
Direct entry / Branded search
Run tests
Discuss certain products using Social Media only
Do they appear more in external/internal search terms
Are these products viewed/purchased more than non-
promoted products
Calculate the impact on the bottom line from Social Media
Learn the impact on the bottom line from Social
Media campaigns
Are you investing in the right social media strategies?
Page 8 #SMWAnalytics – @peter_oneill 15 February, 2012
9. Summary
Three key set-up tasks required
Track clicks on social sharing buttons
Tag all social media links to your website
Configure tool to identify other visits from social media
Key sources of intelligence
Nature of content shared on social media
How content is being shared
Behaviour of visitors from different social media sources
Impact on bottom line of different social media strategies
Use this intelligence to improve performance
Location and design of social sharing buttons
Type of content to generate and promote
Social media strategies which deliver a positive outcome
Page 9 #SMWAnalytics – @peter_oneill 15 February, 2012
10. THANK YOU
I can be found at
• peteroneill@l3analytics.com
• @peter_oneill
• 07843 617 347
• www.linkedin.com/in/peteroneill
Page 10 15 February, 2012