1. How Analytics Can Reveal the Success (or Failure) of Digital & Social Media Strategies Amanda McGowan

2. © 2013 SEER Interactive | All Rights Reserved page 2 © 2013 SEER Interactive | All Rights Reserved page 2 Seer Interactive

3. Overview Overview of Digital Analytics Purpose Data Types Social Analytics Strategy & Setup Interpreting the Data Applying the Data © 2015 Seer Interactive All Rights Reserved Page 3

4. Overview of Digital Analytics

5. Who Uses It & Why Is It Useful? Digital analytics is used most often by website owners & business owners Digital analytics is often used to determine who their target audience is and how to reach this audience It can also be used to determine what drives their audience to be engaged or willing to purchase © 2015 Seer Interactive All Rights Reserved Page 5

6. The Purpose of Digital Analytics To provide a site owner or business owner with data that will allow them to determine: If they’re hitting their strategic goals What they should tweak to improve a campaign General Discovery Audience Analysis Engagement In general its used to create the most effective marketing campaigns possible © 2015 Seer Interactive All Rights Reserved Page 6

7. What Kind of Data Are We Looking At in Digital Analytics? Endless Data Types….

8. Google Analytics © 2015 Seer Interactive All Rights Reserved Page 8

9. Geography © 2015 Seer Interactive All Rights Reserved Page 9

10. Browser & Device Type © 2015 Seer Interactive All Rights Reserved Page 10

11. Visitor Flow © 2015 Seer Interactive All Rights Reserved Page 11

12. Source © 2015 Seer Interactive All Rights Reserved Page 12

13. Content © 2015 Seer Interactive All Rights Reserved Page 13 Pages where visitors enter the site Is your site loading properly? What are visitors searching for once they reach your site?

14. Goals & Revenue © 2015 Seer Interactive All Rights Reserved Page 14

15. The Best Marketing Mix © 2015 Seer Interactive All Rights Reserved Page 15

16. Detailed Metrics Visitor Count & New Visits © 2015 Seer Interactive All Rights Reserved Page 16

17. Detailed Metrics Engagement © 2015 Seer Interactive All Rights Reserved Page 17 % of visits who viewed only one page and left Number of pages viewed per visit Time on site

18. Detailed Metrics Revenue © 2015 Seer Interactive All Rights Reserved Page 18

19. Real Time Analytics © 2015 Seer Interactive All Rights Reserved Page 19

20. Social Analytics

21. Social Campaigns - Paid © 2015 Seer Interactive All Rights Reserved Page 21

22. Social Campaigns - Organic © 2015 Seer Interactive All Rights Reserved Page 22

23. What Platforms Are They Coming From? © 2015 Seer Interactive All Rights Reserved Page 23

24. Are They Engaged? © 2015 Seer Interactive All Rights Reserved Page 24

25. Are They Valuable? © 2015 Seer Interactive All Rights Reserved Page 25

26. Are They Valuable? © 2015 Seer Interactive All Rights Reserved Page 26

27. What Are They Sharing? © 2015 Seer Interactive All Rights Reserved Page 27

28. Where Are They Sharing It? © 2015 Seer Interactive All Rights Reserved Page 28

29. Where Are They Sharing It? What Actions Are They Taking? © 2015 Seer Interactive All Rights Reserved Page 29 Added blog post as a ‘favorite article’ on Diigo +1 an article on Google+

30. What Are They Saying? © 2015 Seer Interactive All Rights Reserved Page 30

31. What Are They Doing after They Reach Your Site from Social? © 2015 Seer Interactive All Rights Reserved Page 31

32. What Sites Are Linking Back to Your Content? © 2015 Seer Interactive All Rights Reserved Page 32

33. What Sites Are Linking Back to Your Content? © 2015 Seer Interactive All Rights Reserved Page 33

34. Social Analytics Strategy

35. Define your overall business goal(s) Determine the metrics (key performance indicators) to measure these goals © 2015 Seer Interactive All Rights Reserved Page 35

36. Define the Overall Goal © 2015 Seer Interactive All Rights Reserved Page 36 Do you want your campaign to get people familiar with your brand? Or, do you want your campaign to bring in conversions & revenue? Or, do you want your campaign to create advocates for your brand?

37. Examples of Overall Goals © 2015 Seer Interactive All Rights Reserved Page 37 Increase visits to your site from social channels by 20% Increase revenue from social channels by 20% Increase interactions with your audience on social channels by 20% Metric: Visits Metric: Revenue Metric: Shares, Comments, Favorites, etc.

38. Social Analytics Setup

39. Implement Google Analytics Default Social Tracking Includes: Referral Network Top Landing Pages Trackbacks Social Data Hub Pulls in data from over 14 different social networks © 2015 Seer Interactive All Rights Reserved Page 39

40. Implement Google Analytics Establish tracking for your KPIs that are not tracked by default Revenue Contact Form Submissions Newsletter Sign Ups © 2015 Seer Interactive All Rights Reserved Page 40

41. Implement Tracking on Social Buttons Define the following: Network: Facebook, Twitter, etc. Action: Like, Share, Tweet, etc. Target: the URL related to the interaction © 2015 Seer Interactive All Rights Reserved Page 41

42. Implement Campaign Tagging Apply parameters to URLs to pull in the following data when someone reaches your site: The platform The medium (social) The campaign © 2015 Seer Interactive All Rights Reserved Page 42 www.seerinteractive.com/?utm_source=facebo ok&utm_medium=social&utm_campaign=anal ytics

43. Interpreting the Data & Applying It!

44. Assessing Engagement © 2015 Seer Interactive All Rights Reserved Page 44 High interaction on social networks but not as engaged on site Higher time on site and pages viewed per visit than all other content Takeaway: For more engaged visitors, create content similar to this article

45. Assessing Interactions © 2015 Seer Interactive All Rights Reserved Page 45 Articles that drive more traffic don’t always equate to more activity on social Takeaway: For more interactions on social networks, create content similar to these articles The content with the most interactions on all social networks

46. Assessing Traction © 2015 Seer Interactive All Rights Reserved Page 46 Takeaway: To increase these features, create more content in this area Same article linked to on 6 different sites

47. Assessing Value © 2015 Seer Interactive All Rights Reserved Page 47 Channel that brings in the most revenue Takeaway: Pursue Pinterest for the channel with the most total revenue

48. Assessing Value © 2015 Seer Interactive All Rights Reserved Page 48 Takeaway: Pursue more campaigns with Polyvore and Yelp for more valuable visitors The channel that brings in the most revenue does not always yield the most valuable visitors

49. Other Social Analytics Platforms

50. Other Analytics Platforms © 2015 Seer Interactive All Rights Reserved Page 50

51. Questions? © 2015 Seer Interactive All Rights Reserved Page 51 seerinteractive.com amandamcg@seerinteractive.com