Presentation for Interactive Minds in Brisbane on Search & Social Media metrics. What's important and what tools used to monitor them.

1. SEARCH & SOCI AL M A
EDI
METRI CS

2. W I S TRAFFI KA
HO
• Fast growing online marketing agency
• Offices in Brisbane & Sunshine Coast – team of 15
• Exist to help our clients profitably grow their business by integrating online
more effectively into marketing mix
• 4 brand pillars: results, service, quality, passionate people
• Search Engines, Social Media, Online Media Planning & Buying, Analytics &
Optimisation
• Clients include education, retail, property, finance, mining, publishing &
professional services
www.traffika.com.au

3. WHAT SHOULD W M
E EASURE
• Business KPIs
• What are the metrics that
drive bottom line business
results?
• Campaign KPIs
• What are the campaign
levers that can be
influenced to deliver on the
business metrics?
www.traffika.com.au

4. SEO METRI CS
www.traffika.com.au

5. TOOLS FOR MEASURI NG SEO
• Google Analytics – free
(www.google.com/analytics)
• Google Webmaster Tools – free
(www.google.com/webmaster)
• Market Samurai – free version + subscription
(www.marketsamurai.com)
www.traffika.com.au

6. GOOGLE ANALYTI CS FOR SEO
Filter SEO
traffic with
Advanced
Segment
www.traffika.com.au

7. GOOGLE ANALYTI CS FOR SEO
Create custom Filter by
report – visits & Organic traffic
conversions by
keyword
www.traffika.com.au

8. MARKET SAMURAI FOR SEO
Indexed Total
pages backlinks
www.traffika.com.au

9. MARKET SAMURAI FOR SEO
Backlinks by
Authority
Backlinks by
keywords
www.traffika.com.au

10. GOOGLE W ASTER TOOLS FOR SEO
EBM
www.traffika.com.au

11. SEM METRI CS
www.traffika.com.au

12. GOOGLE ADWORDS - BRANDI NG
Impression Avg Ad
CTR Position
Share (SOV)
www.traffika.com.au

13. GOOGLE ADWORDS – DI RECT RESPONSE
Number of Conversion Cost per
transactions rates transaction
www.traffika.com.au

14. SOCI AL M A M
EDI ETRI CS
www.traffika.com.au

15. TOOLS FOR MEASURI NG SOCI AL M A
EDI
• Google Analytics – free
(www.google.com/analytics)
• Facebook Insights – free
(www.facebook.com/insights)
• Hootsuite – free version + subscription
(www.hootsuite.com)
• Twitalyzer – free (www.twitalyzer.com)
• Radian6 – subscription (free trial)
(www.radian6.com)
www.traffika.com.au

16. GOOGLE ANALYTI CS FOR SOCI AL
Create custom
segment to issolate
Social Media traffic
www.traffika.com.au

17. FACEBOOK I NTERACTI ONS
www.traffika.com.au

18. FACEBOOK I NTERACTI ONS
www.traffika.com.au

19. HOOTSUI TE EXAMPLE
www.traffika.com.au

20. TW TALYZER EXAM
I PLE
www.traffika.com.au

21. RADI AN6 EXAMPLE
www.traffika.com.au

22. TOP 5 TAKE AWAYS
1. Define your business metrics first, then campaign
metrics
2. Create & use custom traffic segments in Google
Analytics to measure ROI and post click engagement
3. Google Webmaster Tools help track Impressions, CTR
and Avg Position for SEO
4. SEM metrics are unique for either brand or DR
campaigns
5. Consider platform specific and broad social metrics
www.traffika.com.au

23. CONNECT
www.traffika.com.au