Web Analytics Enables Social ROI

							Web Analytics
Enables Social ROI


Presented by Blake Cahill

blake@banyanbranch.com

@bcahill 

Web Analytics is
The Key to
Social ROI!!!"

Why are
Marketers Still
Struggling to get
this?

Social Media Impacts the Entire Enterprise


                          •  Marketing Campaigns

                          •  Product Launches 

                          •  Public Relations

                          •  Customer Service

                          •  HR

                          •  Market Research

                          •  Brand Reputation

                          •  Product Innovation

                          •  Legal

                          •  Customer Satisfaction 

Most Brands & Social…Accidental Investments

Web Analytics Enables: 

•  Measuring the value of Social traffic to a company’s Website 

•  Detailed insight of E-commerce transactions and
promotions

•  Social Ecosystems can reveal differences in customer
behaviors

•  Customer Interaction and Life-time Value indicators

•  Potential cost savings from customer amplification, sharing
and resolutions versus other marketing channels

•  Determining whether Social is a lower cost channel for
website traffic acquisition?

MEASURING SOCIAL IS SIMPLY NOT
POSSIBLE….WELL THAT’S BS!!!

Facebook Insights


                     • User Insights

                        • Total page Likes/Unlikes, new Likes/
                        Unlikes

                        • Daily/Monthly active users

                        • Gender/ age demographics

                        • Media consumption

                        • Tab views

                        • Sources of new Likes

                        • Page views/unique page views

                     • Interaction Insights

                        • Per post impressions

                        • Post Likes, comments

                        • Daily mentions, discussions, wall
                        posts, video posts

YouTube Insight


                   • Your videos

                      • Total views

                      • Comments

                      • Total ratings/ average ratings

                      • Top 10 referrals

                      • Gender/ age demographics

                      • Interactive timeline

                      • Interactive map

                      • Private or public

                   • Competitors Videos

                      • Available depending on privacy
                      settings

Hootsuite Analytics for Twitter


                        • Report Builder

                           • Choose from 30 measurements

                           • Share reports

                           • Choose your own template or
                           choose existing ones

                        • Quick Analytics

                           • Facebook Insights

                           • Google Analytics

                           • Custom Analytics

                           • Twitter to site conversion

                           • Track shortened link clicks

Geolocation Analytics


                         • Foursquare Analytics

                            • Dashboard is in alpha stages

                            • Time breakdown

                            • Recent checkins

                            • Top visitors

                            • Unique visitors

                            • Gender demographics

                            • Shared via Twitter/Facebook

                            • Weather patterns

Case Study: Gilt Groupe


"  Measurement/Success: show how Social
   amplification efforts drive sell-outs


"   Drive site and sales traffic


"  How: Position Gilt as the social shopping
   hub that’s much more than daily sales


"  Tell more Gilt “insiders” stories by sharing
   exclusive content


"  Give fans opportunities to show off their
   love for Gilt

Case Study: Windstar Cruises


                     • The Social Effect

                        • Social media integrated during
                        Q1 of 2011:

                           • Twitter management

                           • Facebook Management

                        • Results of Social Media

                           • 7.2% increase in directly
                           linked traffic

                           • Facebook in the top 5 of
                           referring sites 

Top Tips


            •  Select your social channels

            •  Determine your KPIs

            •  Integrate Web Analytics into
            social measurement 

            •  Use multiple measurement
            sources

            •  Analyze your data
            comprehensively

            •  Accept uncertainty

            •  Be flexible

            •  Make changes as needed
            (social is fleeting)

Questions?

Contact Blake Cahill

blake@banyanbranch.com

@bcahill



                          CONFIDENTIAL